INTRODUCTION“Socialmedia provides the average individual with extremely powerful Communications and Public Relations tools.”
SOCIAL MEDIA DEFINEDSocial media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
SOCIAL MEDIA DEFINEDThe conversation is not: o controlled o organized o “on message”The conversation is: o organic o complex o speaks in a human voiceSocial media is not a strategy or a tactic – it’s simply a channel.
SOCIAL MEDIA DEFINEDo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS)
SOCIAL MEDIA DEFINEDThe power to define and control a brand is shifting from corporations and institutions to individuals and communities.
SOCIAL MEDIA DEFINEDWord of Mouth is the Future ofMarketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
CASE STUDYo Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twittero $1billion in sales last year and their expanding into new product categories
SOCIAL MEDIA DEFINEDo 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Groupo 87% trust a friend’s recommendation over critic’s review - Marketing Sherpao 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Researcho 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINEDSocial media sites are still the fastest-growingcategory on the web, doubling their traffic overthe last year.o 73% of active online users have read a blogo 45% have started their own blogo 57% have joined a social networko 55% have uploaded photoso 83% have watched video clips
SOCIAL MEDIA DEFINEDo Over 50% of Canadian internet users participate in an online community or social networking siteo 22% of Canadians over 60o 75% of Internet users under 30o 35% of users 25-29 do so daily
SOCIAL MEDIA DEFINED• Younger users (under 45) use these sites for socializing• Older users use these sites to obtain and share information• Youth (12-17) use these sites for entertainment
SOCIAL MEDIA DEFINEDSocial media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
SOCIAL MEDIA DEFINEDo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
SOCIAL MEDIA DEFINEDReach Engagement & Influence o Website visits / views o Sentiment of reviews o volume of reviews and comments and comments o Brand affinity o Incoming links o Commenter authority/influenceAction & Insight o Time spent o Sales inquiries o Favourites / Friends / Fans o New business o Viral forwards o Customer satisfaction o Number of downloads and loyalty o Marketing efficiencySource: The Digital Influence Group, Measuring the Influence of Social Media
SOCIAL MEDIA DEFINEDResources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
KEYS TO SUCCESSo Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
KEYS TO SUCCESS1. Discovery 2. Strategy (people, competition, (opportunities, and search engines) objectives)3. Skills 4. Execution (identify internal (tools, integration, resources and gaps) policies, and process)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
KEYS TO SUCCESSo Find where your audience is participating and identify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
KEYS TO SUCCESSo Tap into the wisdom of the crowd to access a wider talent pool and gain customer insighto Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
KEYS TO SUCCESS56 unanimous responses in under 4 minutes from YouBeMom.com
KEYS TO SUCCESSo Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw-ups rise to the top 10 of a Google searcho Admit your mistakes right away
KEYS TO SUCCESSo Don’t be afraid to share. Companies, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
KEYS TO SUCCESSo Dont shout. Dont broadcast. Don’t brag.o Speak like yourself – not a corporate marketing guru or press secretaryo Personify your brand – give people something they can relate to.
THE TOOLSSecret Ingredient: FUNo Email viewed as mundaneo Social media has an entertainment overlayo 12600 followerso Often creates 100,000 impressions in a day (therealbanff.com)
KEYS TO SUCCESSo Think like a contributor, not a marketero Consider what is relevant to the community before contributingo Don’t promote your product on every posto Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESSo Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
KEYS TO SUCCESSo Don’t wait until you have a campaign to launch - start planning and listening nowo Build relationships so they’re ready when you need them
KEYS TO SUCCESSo You need buy in from everyone in the organizationo Convince your boss/owner that social media is relevant to your organizationo Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest5. Share your content6. Be personal and act like a person7. Contribute in a meaningful way8. See criticism as an opportunity9. Be proactive10. Accept you can’t do it all yourself
3 TAKE AWAY MESSAGES1. Word of Mouth peer-to- peer discussions are more influential than the mass media2. Participate by enabling and feeding the conversation (follow the 10 keys to success)3. Be transparent & honest