45 minute presentation/workshop developed for the BA (Business Analyst) Development 2010, Wellington November 4th. http://www.badevelopmentday.com/
The all encompassing bucket definition of Social Media
The simple, more meaningful definition.
So what? Why should you care?
Here’s some statistics for just here in New Zealand …and internationally….
There’s over 500 million users on Facebook so if Facebook were a country it would be the 3rd most populated after China and India
Jack Dorsey was 29 when he created Twitter. Mark Zuckerberg, 19, when he founded Facebook. More than half of the human race is under the age of 30 and here’s the kicker…anyone under the age of 30 doesn’t know a world without the internet. If you are not socially engaged, how will you connect, interact and communicate with them?
The major benefit of social media, in my opinion, is that companies can inspire, engage, connect, share, influence and communicate at every point where the customer interacts with the company. And this applies not only to external customers but also internal clients as well.
So if Social media can deliver so much, why are companies scare of it. Here’s the 5 key reasons… 1. Employee productivity – Do you know any companies that have banned the use of Social media and even use of the internet during work hours? Not smart when the internet offers so much value in terms of research, finding services, products and brands and communication. Banning its use only wastes employee time. How many of you have a smartphone or 3G phone? How are companies going to stop you accessing the internet when you can do it from your phone? Melb. Uni Research released October 2010 that found that social media sites, listening to online music and watching online videos was the best way to refresh and help desk-bound employees relax at work. This increased productivity! 2. Haters damaging brand – if you have that many people who hate your company and brand, your problem is not social media. You need to fix the problems with your brand. 3. Loose control – forget it, you don’t have control anyway – see BP and Newsweek examples 4. Requires budget – most SM is free but yes, like any business, IT and communication tool, it requires knowledge, experience and perspective to drive it. And yes, this may require resources ($$, people, time etc) 5. Giving away secrets – If you don’t trust your employees to chat with your customers or talk about your brands, you need to review your hiring and training policies. Underlying all this, is that companies should have a social media policy that is workable, realistic and supports the culture of the company. But don’t be like many companies and state “Our people are our biggest asset” or “Customer Service is our biggest point of difference” and then not be socially engaged…..
Here’s some examples of how savvy firms are using Social Media Breaking News – the ChCh Earthquake – We all watched the drama unfold Sept 4th via online news channels, youtube and twitter. Geonet got bombarded by so many hits, it couldn’t keep up. Every time there’s a significant aftershock, tweeters immediately tweet their predictions of magnitude & depth and then wait for the Geonet update to see if they are right.
Breaking news is not all about disasters. Within 24 hours of the iPad being launched…
This is ASB’s facebook page. You can chat online with a banking specialist about anything to do with banking, whether you are an ASB customer or not.
Customer service - An increasingly common use of Twitter/Facebook for communications companies – Here Vodafone solves concerns, problems and issues via Twitter
Meet Juicystar07, the 16 year old You Tuber, who is one of the most influential commentators on beauty and fashion online. One Juicystar video delivered more traffic in 3 days to the Shoes of Prey website than months of traditional PR and advertising.
Air New Zealand is leading the way in social media usage among NZ companies. Here AirNZ is using Foursquare to reward frequent flyers and Koru Club members for their continued travel with AirNZ
As social media is Google indexed, it’s a great way to get found
IBM was one of the first companies to encourage their employers to blog. Realising their people are smart and have lots of expertise, interests and knowledge to share, IBM not only encourages them to blog but also hosts their blogs online.
Starbucks connect and engage with their customers to help them develop new products and services.
Triple0 recruit doctors from the UK, Australia and NZ and place them into great jobs in Australia and NZ. They use facebook, youtube, Twitter and have developed a job seach application for the iphone to keep them engaged and connected with their clients.
Blogs are a great way to get leads and sales. Here Bob Bly uses his blog to deliver great content and to encourage readers to sign-up to his newsletters and buy his products.
Social media offers endless opportunities for collaboration and sharing of ideas and knowledge. Here’s one example.
Social media gives you the opportunity to see, search and monitor what people are saying about your brand. Spend thousands on focus groups? You can find out what people really think just by some judicious keyword searches!
And that’s not all…
The 3 basic rules of social media.
Work through the Social Media Strategy Plan Sheet.
harnessing the power
of social media…
• What is Social Media?
• Why companies fear Social Media
• How savvy firms are using Social Media
• Social Media Rules
• Let’s workshop
because social media is
way too big to ignore…
• 1.8M Kiwis interact via
social media sites and
look to their fellow
internet users for
opinions & info about
products, services and
• 93% search the net for
trades & services
• 80% of employers
search for candidates
• 57% of kiwis feel better
served by socially
• Source: Satchi & Satchi and
Colmar Brunton Social Media
through social media, companies can
inspire, engage, connect, share,
influence & communicate
…at every customer
why companies fear SM
1. Employees will waste time with social media.
2. Haters will damage our brand
3. We'll lose control of the brand
4. Social media requires a real budget
5. They're scared of giving away corporate
Source: B.L Ochman, Six reasons companies are still scared of social
media, Advertising Age
The reality is people are having
conversations and sharing opinions
about your company and brands
whether you like it or not…
• Breaking news
• Personalise your brand
• Customer service
• Loyalty building
• Get found
• Increase transparency
• Get leads and sales
• Reputation Management
• Project Management
• Internal Communications
• If new to social media, don’t try and save the
world in one hit! Some ideas include:
Suggestion Box – Create a FB page/website page and
invite customers, supporters, employees to submit their
ideas for new products/services or improvements
Customer Service – Create a twitter or FB Page and aim
to respond to queries within a set time
Deal of the Day/Week – Create a twitter or FB Page to let
people know you have a special, time limited offer
Collaborate – Create a forum to encourage employees to
contribute to the company blog/newsletter
and most of all….
enjoy and have fun!