An introduction to Social Media

O&G Social Media Workshop An introduction to social media.

What is social media?
… more importantly, what is social media to you?

Social media definition
Social media is media designed to be disseminated through social interaction , created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues ( one to many ) into social media dialogues ( many to many ).

In our words…
Social media is an opportunity to engage your audience on their terms, in real time , easily, anywhere in the world.

Social Media and Web 2.0

Web 2.0 definition
The term "Web 2.0" is commonly associated with web applications which facilitate interactive information sharing , interoperability, user-centered design and collaboration on the World Wide Web.
Examples of Web 2.0 include: web-based communities; hosted services; web applications; social-networking sites; video-sharing sites; wikis; blogs; mashups; and folksonomies. A Web 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them.

Web 2.0 Framework

Social media’s three components:
Concept (art, information, or meme).
Media (physical, electronic, or verbal).
Social Interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print).

Ikea: A case study

Social Media Landscape

Word of mouth: a key driver in social media

Social media channels
Identify these popular sites from the images…
(Bonus points for their purpose)

Facebook
www.facebook.com
Social networking site
Giving people the power to share and make the world more open and connected.
300 million worldwide users
Users can add friends and send them messages, and update their personal profiles to notify friends about themselves.
Users can join networks organized by city, workplace, school, and region.

Twitter
www.twitter.com
Share and discover what’s happening right now, anywhere in the world.
Free social networking and micro-blogging service that enables its users to send and read messages known as tweets.
Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers.

YouTube
www.youtube.com
The world’s most popular video sharing site.
Allows users to upload, stream and view video content for free.
Users can tag and categorise their video content, as well as being able to create play-lists and easily share content externally.
20 minutes of video uploaded to the site every second.
3.6 billion searches on the site every month.

LinkedIn
www.linkedin.com
Business orientated social networking site.
Used to establish connections with personal and business contacts, find jobs, people and business opportunities and recommendations on all of the above.
Employers can list jobs and search for potential candidates. While job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them.
50 million members worldwide, with a new member joining roughly every second.

WordPress
www.wordpress.com
Open-source blog publishing platform
Uses a unique templating system, which includes widgets that can be easily rearranged without needing to know any code (e.g. HTML/PHP) , as well as themes that can be installed and switched between. The PHP and HTML code in themes and templates can also be edited for more advanced customizations.
Wordpress can be easily integrated into websites to post and share content and be used as a content management system.
Used by 202 million websites worldwide

TripAdvisor
www.tripadvisor.com
A free travel guide and research website.
Assists customers in gathering travel information, posting opinions of travel related issues and engaging in interactive travel forums.
10 million members, 20 million reviews and opinions and 1.8 million candid traveler photos.
Also offers flight search (with fee estimation), video content, wikis, popularity/value indexes and maps.

Process
Listen
Engage
Measure

Listen - Why Should You?
People are talking…
… whether you choose to listen or not.

Why should you listen?
Customer insight.
News & updates, in real-time.
Market opportunities.
Competitor analysis.
Product and service reviews.

Examples…
“ Dell Hell”
Bob Pearson head of Social Media at Dell:
“ Social media is becoming who we are... We’re finishing what we think is chapter one, which was how do we integrate social media within Dell. Chapter two is how does social media revolutionize the business infrastructure.”
Was this a good or bad response?

Examples…
Ryanair
Ryanair spokesman Stephen McNamara:
“ It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers, and Ryanair can confirm that it won’t be happening again. Lunatic bloggers can have the blog sphere all to themselves, as our people are far too busy driving down the cost of air travel.”
Was this a good or bad response?

Find your audience.
Not all platforms are relevant to all businesses.
Identify your target audience.
Establish where they spend time online.
Find out what matters to them.

Where are your audience?
For example…
LinkedIn - good for developing professional relationships.
Twitter - good for direct customer service and real-time news.
Blogs - good for identifying key influencers and commentators on topics relevant to your industry.

What’s being said about you?
Gauge the sentiment of what is being said about your business.
Discover what common themes are being discussed about your industry or competitors.
Find positive reviews to link to from your sites!

There are a multitude of tools available to search for what is out there about your brand:
A few to get you started…
Google Alerts
Twitter Search
Facebook Search
Technorati / Google Blog Search

Engagement - Some Tips
Engage through the relevant channel.
Engage transparently and positively.
Embrace all feedback, negative or positive and respond proactively.
Engage using their language.
Be consistently clear with your purpose for any/all social media profiles.
Be relevant, informative and always be willing to give a little away.

Start engaging!
It’s important to remember that, although getting involved in social media may seem daunting at first, you should start engaging as soon as possible!

How to engage?
Some examples…
Facebook - Company Facebook Page
Make your audience feel part of a community.
Facebook advertising.
Use to facilitate discussions, competitions, product launches, etc. e.g. Turbosound.
Twitter - Twitter feed/profile.
Follow industry people and users of influence.
Start to tweet relevant updates, news, product information etc.
Participate in and create discussions.
Blogs/Forums – Participate
Identify relevant blogs and forums.
Participate regularly and proactively.
Link to any relevant information of your own.
Create your own space for your audience.

Integrate – a demonstration Give us something to Tweet about…

Integration
Real-time distribution.
Real-time dissemination.
Real-time feedback.

Integrate – Some helpful tips
Ensure that any social media activity is inline with other marketing communications.
Establish clear strategic objectives.
Use APIs for integration within your website.
Offer as much opportunity for feedback and consumer engagement as possible.
Use positive feedback proactively.

Measure

Why measure?
As with all marketing campaigns, effective and continual measurement is essential to determine not only the level of success , through qualitative and quantitative data, but also identify any opportunities for improvement .

How to measure?
Question:
How do you measure the success of your existing marketing activity?
Many existing measurement tools / methods can be applied to measuring social media engagement.

Some examples of measurement:
Traffic referrals
Easily achieved using analytics software.
Sales attribution
Either online or offline through: conversion tracking; dedicated phone numbers/links; “where did you hear about company/product” etc.
Audience engagement level:
# of comments on a blog; # of ratings; # of posts on a forum; level of content sharing etc.
Effect on search engine (online) visibility
Public social media profiles are highly ranked and search engines are beginning to integrate social media content into their results pages.
Retention and average spend
Monitor change in customer behaviour as a result of social media activity, before and after engagement.

Measuring will…
Establish effectiveness of your social media endeavours.
Set benchmarks for further use of social media.
Provide useful, real-time data on audience behaviour.
Identify opportunities for improvement and growth.

Remember…
This is not an “A to B” process…
Social Media is not one size fits all…
The purpose is to transform monologues into dialogues…

And most importantly…
There are no rules, just guidelines.
The nature of social media means that it will constantly evolve.
New social media platforms appear continually.
Popularity and ways to use social media will change continually.
Any social media strategy should be adaptive, and be ready to evolve with these changes quickly and effectively.

Thank you!
We hope you enjoyed this intro to social media…
… and remember, we are here to help!
We work on all aspects of social media strategy everyday, consulting a range of clients on social media marketing, and integrating all relevant technologies.
If you would like to meet one-on-one to discuss your strategy, please feel free to get in touch : )
Dara Fitzgerald Ben Martin
[email_address] .co.uk [email_address]

Credits
“ What is Social Media?” picture
From Flickr user HubSpot
http://www.flickr.com/photos/hubspot/3196650975/
Social Media Definition Wikipedia
http://en. wikipedia . org/social_media
“ Web 2.0” tag cloud diagram
Wikipedia
http://en.wikipedia.org/wiki/Web_2.0
“ Web 2.0 framework” image
© Future Exploration Network – Creative Commons License, some rights reserved
http://www. futureexploration .net
Ikea Case Study Video
http://www.youtube.com/watch?v=YE2LSp-hjbQ
“ Social Media Landscape” Picture
© Fred Cavazza – Creative Commons License, some rights reserved
http://www.fredcavazza.net
“ Word of Mouth Visualized” picture
Flickr user: IntersectionConsulting http://www.flickr.com/photos/intersectionconsulting/3406481339/
Facebook Logo
© Facebook
Twitter Bird
© Twitter
YouTube Screenshot
© Google
Wordpress Logo
© WordPress
LinkedIn Logo
© LinkedIn
Expedia Logo
© Expedia
“ Why should you listen?” image
Flickr user oddharmonic
http://www. flickr .com/photos/oddharmonic/2235494011/
“ Dell Hell” image
Credit Unavailable
http://webstrategy.co.il/wp-content/uploads/2008/04/dell-hell.jpg
Ryanair Logo
© Ryanair
Measure image
From Flickr user nicksayers
http://www. flickr .com/photos/nicksayers/1157783613/

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An introduction to Social Media

by Ben Martin

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