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Women inchrg2012

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  • TURN ON SLIDE SHOW > PRESENTER VIEW!!!
  • I have two great passions, social media and photography. Working or Cathay Pacific is a privilege and I’m richly rewarded with opportunities to expand my knowledge in social media. We founded animals in photos to take photos and help the wider community. It’s a simple name, for a simple task.
  • In some ways I’m a little sad. These suits were pretty cool in those days…
  • I wasn’t so sure about Lady GaGa, until I realized that she has a bigger presence than President Obama. Now, that’s not bad.
  • Social media doesn’t bring any money in:
  • I’m going to take you through the steps I would do from a blank page to a social media presence
  • Where do I start?As you can see there is a lot of social media out there to choose fromIt critically important to set your objectives and ask, do I want to be in social media?Understand:Start slowly and work your way up1. What do you want to achieve in social media (new customers, retention, a competitive model?)2. How much money do you want to spend on this area?3. Are you social?4. How will you measure success – Set goals and people to look at it for you.
  • - What is your objective: Pick one then pick a secondary objective but key to being social is knowing why you want to be thereIn reality you probably need to think about all of the aboveThese are no different to your general marketing goals
  • Customers:Your customers are on social media – So listen to them, reward them and engage with them. Word of mouth:This is caught on Tweetdeck and even though it was not a Firm client, they reached out to the lady and offered to help.Help was given, hair fixed and the lady tweeted out to her 10,000 followers, “Pauline @ The Firm saved my nightmare!”Monitor and respond:Several re-tweets (so amplifying the message) and positive word of mouth6 calls to the Firm to book appointments
  • With new forms of social search, social advertising underpinning the social landscape we as advertisers know more and more about consumers and their interests.
  • Tweetdeck: Scans Twitter by keyword(Also free)
  • Tweetdeck: Scans Twitter by keyword(Also free)
  • Do you need LinkedIn?I left this one to the end because for an SME its as important as FacebookYes. Out of any social networks for SME’s this is as important as Twitter and FacebookHaving an up to date profile is essential for networking and looking for new businessGroups are over-looked but are a fabulous way of getting free insights and views from professionals
  • Do you need Google+ ?Yes and no. More and more Google will push Google+ results to the wider search market Having a presence will boost your Google business rankingNo. Its not used as much as the other networks
  • If you have a business address make sure you are listed on Google business and Google maps!How else do you expect people to find you???!- Google maps along with all Google properties are bing tied together – Why does this matter to me? Because you will see these results more and more in your search results and more importantly your customers will see them
  • You’ll notice that I link my Twitter and Linkedin profiles to my personal pages but for Facebook I link to the fan page (there are a load of nutters out on the internet…)
  • So how do we make money from social media? 1. Post and engage with news and in offers to products and look at the traffic that you drive to your store 2. Have a tab on your FB page that links to your store 3.
  • Social media may be new but the concept isn’t. The factors of success are what they have always been, honestly, empathy a great product and a desire to take risks with your brand. But ultimatley it all comes down to listening and serving your customers.Maybe these guys aren’t so out of fashion after all.
  • Yes. Its freeYes. You can monitor your brand / online profileYou can have as many alerts as you want around as many keywords as you want
  • Tweetdeck: Scans Twitter by keyword(Also free)
  • With new forms of social search, social advertising underpinning the social landscape we as advertisers know more and more about consumers and their interests.
  • There is of course a serious point to this slide: Working with a charity can gain you a lot of good followers, fans and exposure if used correctly:RULE NUMBER 1: DO NOT GIVE NAYTHING AWAY FOR FREE, CHARITY OR NO CHARITYYou get to reach a new audience through their fans (who are always highly motivated.Great word of mouth – But push the charity, we need to move beyond “a logo on a poster.”A way to network and meet new customers and stakeholders
  • Consumers lashed out, on the company’s Facebook page and in blogs. One blogger claimed Timothy’s deleted nasty comments from its page. Lesson learnt – If you want to give something away (seemly for free) then work out the cost of that fan acquisition or give-away
  • Transcript

    • 1. Women In Charge & Social Media Presentation by ali bullock Co-founder animals in photos Global Digital & Social Media Manager CX
    • 2. And you are… ?Co-founder of animals in photos“Asia’s foremost charity, wildlife photographer.”Worked with or linkedto, SPCA, HKDR, WWF, BORNFREE, AAF, ACRES, STOP HK, JANEGOODHALL, SPCA TAIWAN, ACRES, WSPA…Digital & Social media Marketing manager CXManage over 20 facebook fan pages, 300,000fans, 100 Twitter followers, YouTube, Google+, Ren Ren and Sina-Weiboproperties
    • 3. Everything I say tonight are my own opinions and don’t necessarily reflect CX views
    • 4. Let’s start with marketing and how it has moved on… Well, for some.
    • 5. Women are big in Social Media.
    • 6. Cheryl Sandburg, COO of Facebook Lady Ga Ga, 1 billion views on Youtube, 30 million likes on Facebook
    • 7. Facebook is about to pass 1 billion people… Even my Mum is on facebook! “Hello Mum!”
    • 8. Social media matters more than ever to small businesses
    • 9. 5 myths around social media1. Social media doesn’t bring any money in2. Social media is only for the big guys3. I don’t have time4. I don’t understand social media5. I don’t have enough customers
    • 10. There is a Chinese saying, “Dig a well before you become thirsty.”
    • 11. Do you like what customers are saying about your brand?
    • 12. WORLD OF MOUTH WORKS… “35% OF PEOPLE SURVEYED SAID THEY WOULD BE MORE LIKEY TO BUY APRODUCT IF THEY KNEW IT SUPPORTED A GOOD CAUSE.” - THE ECONOMIST 2010
    • 13. Let’s talk social strategy
    • 14. Ultimately it’s about branding vs sales – And there can only be one winnerThe hard part is the balance.
    • 15. 5 steps to a successful social media strategy1. Set your objectives2. Choose your platforms3. Engage your customers4. 5 minute social monitoring tools5. Think before you post
    • 16. For any SME, large company, social media has to make money…It’s not an exactscience people - Noconsultant, expert,speaker or agencyhas the perfectanswer. As I don’thave the answer tothis… Here’s a cutepuppy to distractyou.
    • 17. But seriously, no one has the answer to this question.
    • 18. Let’s start our social media strategy with a blank page.
    • 19. 1. A Social Strategy: Where do I start?
    • 20. 2. Choose your platforms
    • 21. Your objectives in social:Brand presenceSalesKnowledge expert TIME ROI RISK G OCustomer service A LSearch visibility SFacebookTwitterLinkedin
    • 22. What do you see when you hit search?
    • 23. What does your customer see?
    • 24. 2 core ways to impact search – Your web site and social media
    • 25. FaceBook Step one: Create an FB page Step two: Populate the page Wall posts Comments Likes Recommendations (Soon) Page contact (Soon)
    • 26. FaceBook Adverts We can target on social media if we wish with incredible accuracy: 1. Country 2. Age 3. Gender 4. People who are / or are NOT fans of the fan page 5. Relationship status 6. Education levelThe stronger your targeting, the 7. Connected to friends ofmore effective your adverts friends
    • 27. Twitter 1. Push out sales offers and news 2. @ replies – These are customers wanting to talk to you! 3. Good way to connect to influences, such as journalists and writers 4. Look for competitor keywords and use this to your advantage 5. Complaints and feedback: Again a great place to engage with people.
    • 28. 20% of people make 90% of the tweets – No harm in listening…
    • 29. LinkedIn LinkedIn is a great resource and the most business focused social network: 1. LinkedIn answers: Great place to ask and answer questions and engage with people. 2. Group discussions: Again a good place to read and comment on topics of interest You can’t have to many connections on LinkedIn – Grab as many people as you can
    • 30. Google+ Brand page
    • 31. Google Maps and reviews – Integrating into Google +
    • 32. Next. Link your properties together…
    • 33. Finally, e-commerce & f-commerce. Making some money…!- Create an online store if you don’t have one:1. Bigcartel (free first 5 products)2. Shopify3. Amazon local business- Link you store to your social media properties- Create offer codes that you can use on socialmedia- Push “special offers” and “sale” items throughyour store- Remember, a lot of people (especially in HK)will look at your online store, and if you have onecome into your offline store. Numbers don’talways tell you the full story!
    • 34. 5 minutes a day – Your guide to social monitoring
    • 35. 1. A cup of tea2. Look for alert & signals3. Scan Twitter with Tweetdeck4. Log into your Facebook page5. Reply and thank your FB fans(Bonus) Enjoy the experience and postthat cute dog picture
    • 36. Google Alerts
    • 37. Tweet Deck (You need a Twitter account for this one) 1. Your own brand terms or name. Easy ones to respond to and thank people for a mention 2. @ replies – These are messages aimed at you and so they need a response. 3. Competitor or industry comments: A way to gain followers and sales! 4. Complaints and feedback: Again a great place to engage with people.
    • 38. FaceBook page: Remember to engage your fans! You can post to Facebook in a variety of ways but in order to get the best placement in the newsfeed do it directly. Remember a maximum 10% of people will see any particular post
    • 39. Bonus: Post that cute dog photo… “Whoopie! More charity work…” - Padstow (Rescue dog.)
    • 40. Be warned, social media carries risks and not just for big brands.
    • 41. A cautionary tale: Don’t over-promise on social mediaToronto-based Timothys Coffee. In an effort last month to grow itsFacebook fan base, the company ran a promotion saying thatanyone who "liked" its page would receive four free 24-pack boxesof single-serve coffee. As the Toronto Star reports, this was rathergenerous, as these boxes retail for over $17 CAD eachA contest aggregating site picked up the promotion and, as youcan imagine, responses poured in.The problem was – Only a week into the contest did they say, “firstcome first served.”Finally, the company issued a candid apology on its Facebookpage: Toronto-based Timothys Coffee“We are so sorry!“This is our first go at this and we admit that we underestimatedthe response.“We are blown away that our fans love our coffee so much.“It really saddens us that weve disappointed our fans.“We apologize.”
    • 42. Social media overload: Remember to focus- Don’t rush to every new platform just because its there and its shiny- Remember to try new ideas, but someone has to pay for anything that you do. Look to the balance between brand and ROI.- Try social media adverts – Generally a lot cheaper than print adverts but make sure you analyze how much traffic you get.- Remember the golden rule, “social media isn’t free.”
    • 43. 6 steps to a successful social media strategy1. Set your objectives2. Choose your platforms3. Engage your customers4. Monitor every day5. Think and evaluate before you post
    • 44. The Boss. Mrs. B Penny (rescue 2)Ivy (rescue 2) Padstow (rescue 1) Mini (rescue 3) Thank you for your time this evening alibullock@gmail.com