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A crash course in Social Media
 

A crash course in Social Media

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    A crash course in Social Media A crash course in Social Media Presentation Transcript

    • What is “Social Media?”
      & how can it help my business?
      Wayne Gibbins
      Communications Director
      © Viadeo 2010
    • [The videos]
      The links below relate to some of the public videos shown during the presentation:
      Short Socialnomics vid: http://bit.ly/jq1zZ1
      And the longer Fat Boy Slim version: http://bit.ly/jI8no7
      The Old Spice ad: http://bit.ly/dcJ7Dx
      & the blacklab response: http://bit.ly/mMkDtn
      *this slide was added after the seminar
    • Maybe just a fad?
      twitter: @waynegibbins
    • Social Media
      twitter: @waynegibbins
    • What does it include?
      Content
      Share
      Social
      Networks
      Bookmarking
      Social
      Media
      Wikis
      Blogs
      Micro-
      blogging
      Professional
      Networks
      Location
      Based
      twitter: @waynegibbins
    • So a Social Network…
      Image © Facebook
      twitter: @waynegibbins
    • How do they work?
      Connect with people you know (Facebook, Twitter etc.) or through content you like (Flickr, YouTube)
      From these grows relationships based on shared knowledge, experience or content.
      Relationships and networks grow through continued engagement and sharing.
      PEOPLE
      PLATFORM
      twitter: @waynegibbins
    • How can businesses benefit?
      In-Store
      Answer
      Questions
      Suggest
      Experience
      Listen
      Advise
      Sell
      Solve a
      problem
      Suppliers
      Promote
      Support
      Line
      Press
      Evolve
      Offers
      New
      Products
      Staff
      Introduce a
      friend
      Out-of-store / back office
      twitter: @waynegibbins
    • Case Study?
      Rixar Garcia
      His Twitter handle: @taxioviedo
      Website: http://www.taxioviedo.com/
      Blog: http://taxioviedo.blogspot.com
      And his taxi!
      twitter: @waynegibbins
    • So what’s changing?
      A changing marketing model.
      New channels to reach your customers.
      New metrics to prioritize consumer influence
      New metrics to measure campaign performance.
      New influences on ‘traditional’ digital marketing.
    • The advertising funnel
      We require a large audience to achieve a small sale
      twitter: @waynegibbins
    • The influential model
      Neville
      Hobson
      Paul
      Steele
      Robert
      Scoble
      twitter: @waynegibbins
    • Case Study?
      twitter: @waynegibbins
    • New Metrics
      .. To define influencer importance
      And reward social status
      Klout Algorithm
      True ReachAmplification Probability
      Network Value
      twitter: @waynegibbins
    • New Metrics
      … To measure campaign performance.
      Measurements such as Facebook Insights start to tell us more about how consumers are engaging with our brand and content.
      Greater engagement means greater exposure and business potential
      twitter: @waynegibbins
    • New Influences
      … on ‘traditional’ digital marketing.
      Facebook likes are now appearing in Bing results
      Google +1 votes will appear in results and count to your adwords quality score.
      twitter: @waynegibbins
    • How to spice things up (JUMP)
      Press
      Advertising
      Events
      Offline Media
      Raise Profile
      Build Online Audience
      Amplify Success
      Content
      Commentary
      Community
      Sharing
      Social Media
      Customisation
      Personalisation
      Conversation
      Engagement
      twitter: @waynegibbins
    • How to spice things up
      Twitter engagement
      Launch Ad
      Response Example
      twitter: @waynegibbins
    • How to spice things up
      Return on Investment
      Image from: http://bit.ly/l2TpIv
      twitter: @waynegibbins
    • Key things to understand
      Transparency, accountability & openness
      People talking to people
      New channel, no shouting
      Everyone is in PR
      3 way dialogue
      Power of recommendation
      twitter: @waynegibbins
    • Some good practice
      Clear objectives
      Champion & Empower
      Change management
      Customer centric
      Consistent & Regular
      Value not marketing
      Crisis management
      Not just the numbers
      Realistic measurements
      Innovation vs emulation
      twitter: @waynegibbins
    • Where are we?
      Social media channels
      twitter: @waynegibbins
    • Social Ambassadors
      Comms: Sharing and engaging on Twitter, Facebook, Flickr & YouTube from branded accounts / channels
      Spokespeople: Sharing and engaging from our personal accounts – building relationships
      Experts: Sharing and engaging from our personal accounts – building relationship
      twitter: @waynegibbins
    • Harness social media?
      Image: © UBS
      Understand, embed, harness
      twitter: @waynegibbins
    • Thank you, any questions?
      Or contact me
      Twitter: @waynegibbins