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Presentation by Niels Bramsen from WebDialogue.eu to ETSA in Brussels 22 June 2011

Presentation by Niels Bramsen from WebDialogue.eu to ETSA in Brussels 22 June 2011

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Soc Med ETSA Soc Med ETSA Presentation Transcript

  • Social Media Workshop
    The exciting potential of social media
    ETSA, 22 JUNE 2011 IN BRUSSELS
  • Social Media Workshop
    About WebDialogue
    • Social Media Strategy
    • Web design
    • Web visibility counseling
    About me
    • Niels Bramsen
    • Danish nationality
    • Masters in Communication
    • On internet and social media since 1996
  • Social Media Workshop
    Is social media the future for textile rentals?
  • Social Media Workshop
  • Social Media Workshop
  • Social Media Workshop
    Social Media Strategy
    Question your motivationDo it to be cool or to achieve specific results
    Know your target groups Based on realistic objectives
    Define your message Key message and sub-stories
    Choose your networks Based on target groups and message
    Start working Strategy, evolution, implementation
    Keep going Stick to daily/weekly commitment
  • Social Media Workshop
    Social media landscape
    Social News
    Users submit links to Web content (articles, podcasts, videos, etc)
    Social filtering: the best content floats to the top
    Examples: Digg, Reddit, StumbleUpon, Propeller, Mixx
    Social BookmarkingUsers store, categorize and tag, and search bookmarks The aggregated collection of bookmarks recommends new sites to users
    For example, the hottest bookmarks of the day
    Examples: Delicious, Faves, Diigo
    Social Networking
    Upload a personal profile
    Focus on the individual
    Examples: MySpace, Friendster, LinkedIn, Facebook, Netlog, Bebo, Foursquare
    Photo and Video Sharing
    One of the most popular types of social media
    Even though sites like Facebook allow users to upload photos and videos, the standalone services are still immensely popular
    Photo sharing examples: Flickr, Zooomr
    Video sharing: YouTube, MetaCafe, Daily Motion, Vimeo
    Lifestreaming / Microblogging
    Users post very short messages (max 140 characters)
    Easily keep up with what their connections are posting
    Examples: Twitter, Plurk, FriendFeed
  • Social Media Workshop
    www.fredcavazza.net/2009/04/10/social-media-landscape-redux
  • Social Media Workshop
  • Social Media Workshop
    Typical European customer profile
    Facebook: Has a profile, weekly update
    LinkedIn: Might have a profile – member of a few groups
    Twitter: Probably no profile
    YouTube: Regular user, but no account
    Google Maps: regular user, but no place
    Local social media: maybe a profile
  • Social Media Workshop
    Social Media
    Is it worth it for textile rental industry?
    If yes, where to start?
  • Potential clients
    Existing clients
  • Potential clients
    Existing clients
    Improve
    Save
    Grow
    Standardise
    Awareness
    Information
    Visibility
    How
    Where
    WhenHow much
  • Social Media Workshop
  • Potential clients
    Existing clients
    Improve
    Save
    Grow
    Standardise
    Extras
    Network
    Feedback
    Enable client to evangelise
  • Social Media Workshop
    Social ways of working
    • Interactive logistics programme (UPS example)
    • Spread-the-word-campaign: Help the environment, use textile rentals
    • Industry certificate: Create certificate most can live up to (Clean Green) and give badges to all customers’ website
    • Joint campaigns: Share costs of quality videos on key issues: environment, modern industry, human/social standards
    • Social troubleshooter: smoothen logistic weaknesses by heavy social accessibility
    • Apps: Personalised details from your database
  • Social Media Workshop
  • Social Media Workshop
    Social Media solutions to challenges
    • MONITORING: What is being said?
    • SEARCH ENGINES: Social media optimisation
    • REPUTATION: Video and photo say so much
    • AWARENESS: Make your own website social
    • APPS: Scan your existing software logistics
  • Social Media Workshop
    Monitor your market: What is being said?
    • Your brand: Track issues and respond
    • Strategy: Examine competitors and industry
    • Learn about customers’ challenges
    • Get notified when your social media profiles are contacted
    20 free, awesome social media monitoring tools
    http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools
    12 Social Media Monitoring Tools Reviewed
    http://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed
  • Social Media Workshop
    Social media optimisation
    • Google = Search Engines
    • LinkedIn and Facebook are very dominating in search engines
    • Gotta have a Wikipedia article
    • Google Maps essential to search
    Simple massive presence in Top4 platforms means search engines dominance
  • Social Media Workshop
  • Social Media Workshop
  • Social Media Workshop
    Video, photos and graphics – tell stories
    Your industry is so word heavy
    Younger clients expect easy information
    • Do video instead of brochure
    • Make sure your videos are viral (YouTube)
    • Post your video again, allow comments
    • Even cheap image sliding videos and home made web blogs work
    • Remember Al Gore’s climate speeches
    • Great for social media
    Will it blend?
  • Social Media Workshop
    Make your corporate website social
    Younger clients expect open information
    • Allow comments to articles on your site
    • Add social sharing and bookmarking tools to your pages
    • Display your logistics output on your website – people love to check live figures
  • Social Media Workshop
    Scan your existing software/hardware equipment
    The often boring and ignored logistics framework might be your treasure
    • Ask your software/equipment providers
    • Look at your existing framework and databases – find easily adaptable data
    • Many platforms allow upload of live data – generated directly from your systems
    What extra cost would it take to make it social?
    How many platforms could it transfer to?
  • Social Media Workshop
    Scan your existing software/hardware equipment
    How to do it?
  • Social Media Workshop
    What’s in it?
    Quick and dirty strategy
  • Social Media Workshop
    Break-down of users in social media
    Lesson Have realistic expectations
    http://www.forrester.com/Groundswell/ladder.html
  • Social Media Workshop
    Time & effort
    Create/optimise profiles
    2-3 hours per profile (minimum)
    Gather all credentials in one overview:
    2-3 hours
    Regular research on interesting new groups and connections:
    1 hour per week per profile
    Multi-posting of news items into profiles and groups:
    2 hours for 30 channels per news item
    Responding to network discussions:
    1 hour per week at minimum
    Implementing network sharing tools on website:
    6-18 hours per website
  • Social Media Workshop
    Combine blog with social media
    Blogs or news are perfect content for social media
    Go through your outbox weekly to find material
    Reshape your stories into questions for discussion groups
    Multi-post your stories in all channels
    Have lots of links back to your website
    Multiple profiles create traffic to your site
  • Social Media Workshop
    Participation is marketing
    When a company takes an active, helpful role in community interactions, we get impressed
    We like their brand
    Where can you go out and participate?
    Answer questions
    Intervene when your organisation’s name or issues are discussed
    Share knowledge where your potential clients tend to spend time
  • Social Media Workshop
    Identifying the Social Media responsible
    Possible angles:
    People want people! So the CEO should be the man.
    Specific departments' managers know what the company does. Let them post it.
    Marketing department knows how to reach the audience
    Random employees have passion for social media
    Your organisation must find its unique mix
  • Social Media Workshop
    Organising to get social
    Social Media success goes thru connections
    Could you persuade employees in your organisation to use their personal social media profiles
    to share certain company promotion with their connections?
    (Who has the authority to push such an idea through?
    What would the criteria be for such content?)
    www.socialmediatoday.com/SMC/110487
  • Social Media Workshop
    Focus on affinity, not on reach
    blog.digitalingredients.co.uk
  • Social Media Workshop
    Five Biggest mistakes of Social Marketing
    Believing that a Facebook page or Twitter account will attract prospects- Daily, post three tweets and one Facebook update- Post at least one, well written blog each week
    Underestimating time, energy and resources needed
    Creating online content that’s all about you- Should be about people, yes!- Must be client-centered
    Viewing a launch date as the finishing point- Schedule evaluation meetings
    No measurement
    Anyone can fail
    Have an exit plan
  • Social Media Workshop
    More links
    • Anderson Analytics' news are really good for serious social media surveyshttp://www.andersonanalytics.com/index.php?page=news
    • guide to SEO for press releaseshttp://www.shiftcomm.com/downloads/SEO_for_PressReleases_SHIFT_tipsheet.pdf
    • European Social Media: 19 Web Startups to Watchhttp://mashable.com/2009/04/05/europe-social-media/
    • U.K. Social Networking Site Usage Highest in Europehttp://www.comscore.com/Press_Events/Press_Releases/2007/10/UK_Social_Networking
    • Twitter unloved in Europe?http://eu.techcrunch.com/2009/01/20/twitter-unloved-in-europe