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A crash course in Social Media

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Transcript

  • 1. What is “Social Media?”
    & how can it help my business?
    Wayne Gibbins
    Communications Director
    © Viadeo 2010
  • 2. [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
  • 3. Maybe just a fad?
    twitter: @waynegibbins
  • 4. Social Media
    twitter: @waynegibbins
  • 5. What does it include?
    Content
    Share
    Social
    Networks
    Bookmarking
    Social
    Media
    Wikis
    Blogs
    Micro-
    blogging
    Professional
    Networks
    Location
    Based
    twitter: @waynegibbins
  • 6. So a Social Network…
    Image © Facebook
    twitter: @waynegibbins
  • 7. 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
  • 8. 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
  • 9. Case Study?
    Rixar Garcia
    His Twitter handle: @taxioviedo
    Website: http://www.taxioviedo.com/
    Blog: http://taxioviedo.blogspot.com
    And his taxi!
    twitter: @waynegibbins
  • 10. 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.
  • 11. The advertising funnel
    We require a large audience to achieve a small sale
    twitter: @waynegibbins
  • 12. The influential model
    Neville
    Hobson
    Paul
    Steele
    Robert
    Scoble
    twitter: @waynegibbins
  • 13. Case Study?
    twitter: @waynegibbins
  • 14. New Metrics
    .. To define influencer importance
    And reward social status
    Klout Algorithm
    True ReachAmplification Probability
    Network Value
    twitter: @waynegibbins
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. How to spice things up
    Twitter engagement
    Launch Ad
    Response Example
    twitter: @waynegibbins
  • 19. How to spice things up
    Return on Investment
    Image from: http://bit.ly/l2TpIv
    twitter: @waynegibbins
  • 20. 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
  • 21. 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
  • 22. Where are we?
    Social media channels
    twitter: @waynegibbins
  • 23. 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
  • 24. Harness social media?
    Image: © UBS
    Understand, embed, harness
    twitter: @waynegibbins
  • 25. Thank you, any questions?
    Or contact me
    Twitter: @waynegibbins