Social Media In My Business

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What is Social Media? …

What is Social Media?
Who is using Social Media?
How can it be used in business?
Can we measure the results of our efforts?

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  • Mike Mills, director of BMD Web Site Developers, has served a large range of clients during his 15 years of experience in business communications in a wide field of industries including transport logistics, tourism, government, education, retail and hospitality. He has long-term maintenance contracts with many clients involving project management, technical support and consultancy, software internationalisation and maintenance and development and implementation of coding standards and website design standards. Mike has focused on developing web-based systems for both small-to-medium enterprises and corporations, especially health-care turnkey solutions. His skills have evolved with the industry, allowing him to keep pace with commercial products such as Microsoft's DOT Net and open source tools like SUN JAVA and PHP. Mike has an Associate Diploma of Marketing.
  • 'Social Media Revolution' - a controversial video with a lot of stats in order to make a case for 'Social Media' being the 'biggest shift since the industrial revolution'. Social Media isn't a fad, it's a fundamental shift in the way we communicate. That's the message, but how accurate are these stats? Based on the book Socialnomics by Erik Qualman.
  • Why is conventional advertising becoming less effective? We'll look at how the web is effecting this and what marketers are doing to combat it. Given that we only have an hour, well focus on how social media is shaping our lives.
  • Facebook is the top social site for marketers just getting started in the space, but the social marketing mix changes with experience. The maturing social marketing mix According to the “2010 Social Media Marketing Industry Report” from Social Media Examiner. While a year ago marketers were most interested in learning about tactics, now ROI takes centre stage. The top social tools are changing. Surveyed marketers - January 2010, Twitter barely edged out Facebook as the social tool used most. These sites gained, as blogs moved down. Marketers with social media experience : 96% Twitter, 91% Facebook & 89% LinkedIn. Marketers with less social media experience are using less social video marketing, i.e. YouTube. New marketers, focus on Facebook. Four in five said they marketed on the social networking giant, compared with a below-average 71% using Twitter and 67% using LinkedIn. This group was least likely to leverage social video, at just 28%. 79.5% Business-to-business companies have reported a longer experience with marketing on social media compared with 68.7% of business-to-consumer marketers.
  • A recent study by GuideWireGroup revealed that approximately 89 percent of businesses polled use blogs as a way to communicate with their customers. Burson-Marsteller found that 15% of Fortune 500 companies have blogs. A successful business blog can generate tens of thousands of dollars in revenue each year. Although business blogging is an important mainstream marketing tool, it requires a commitment of time and resources. Blogs need to be maintained with fresh, original and insightful new material on a regular basis. Planning your blogging strategy is key to a greater chance of success. 10 tips for launching your business blog: 1. Identify your readers – understand your target market. 2. Create social media accounts - Facebook, Twitter, LinkedIn and YouTube. 3. Establish your social media presence - join forums, listen to conversations 4. Determine where to place your blog – url, same site, blogger 5. Use the right keywords – your business search terms 6. Choose a blogging platform – WordPress 7. Plan your posts – start with one main topic and draft a few blogs in advance. 8. Network with influencers – checkout other bloggers in industry. Contribute. 9. Promote your blog – RSS feed, press release , submít articles, bookmarking 10. Measure results.
  • The key to success in Twitter lies as much in the peripheral data that builds up around the message as in the content itself. Top Ten Tips 1) Regular Postings:  Be a contributor that your followers get to really know. 2) Retweet:  If you see Tweets posted by other users that you think your followers would like, then retweet them. 3) Be Helpful:  Answer a question, participate in a survey, or help solve a problem. 4) Don't Be A Follow CopyCat:  Be selective in who you follow or your Twitter stream could fill up with junk. 5) What to Tweet:  Late breaking industry news, specials or sales, share other bargains. 6) Comment:  Participate in the community. 7) Say Thank You:  When someone takes the time to retweet one of your tweets. 8) Be Personal:  Every now and then show your human side with a creative thought or other statement. 9) Post Pictures/Video:  It's easy to post short videos. 10) Talk About More Than Yourself:  No one will want to follow you if you're one big commercial. Mix it up. Social media is all about participating and listening to what others have to say. It's all about creating and sharing information and becoming part of the community. If you approach Twitter in this fashion, you'll not only have a lot more fun, but your followers will like and respect you - and if that doesn't strengthen your brand, nothing will.
  • Facebook Marketing Unless you've been living under a rock for the past 4 years, you know how popular and widely used Facebook is today. At last count, there were over 350 million users on Facebook and this number is continuing to grow. It overtook MySpace as the number 1 social networking website. It is easy to understand how important Facebook marketing has become for websites everywhere. The most important thing to remember about social media is that it is not a place to blatantly and endlessly pitch your product or service . Social media is for building relationships with potential clients in the market. e.g.      • post helpful information (links) that helps them solve a problem.      • personally chat to assist.      • create content to address the needs of users and post. Be seen as genuine and helpful. Share helpful information in the form of teasers that will interest people enough to ask and wonder if there's more. How To Market On Facebook 1. Pages – specifically designed for promoting a business. 2. Events – create events; seminar, webinars, product/service launch. 3. Advertising – pay per click (PPC) or impression (CPM). Similar to Adwords. E.g. if you are a wedding videograher, your ads could be set up to appear only to females between the ages of 24 and 30 and whose relationship statuses indicate they are engaged.
  • YouTube is a powerful tool for viral marketing. Embed your YouTube video in your blog then tweet about it. Actively encourage people to share. Use Facebook or send it out in an email to help drive buzz and traffic to your site. Flickr is best used for story telling. Tips : Shorter video is better. Assign important keywords, known as tags. The more the better. Listen to industry news. Interact with peers & experts.
  • With over 10 million members, StumbleUpon is currently the most mainstream social bookmarking site . Rather than a front page with a list of popular links, users interact through a browser plug-in that allows them to “stumble” from page to page across the Web with the click of a button. When you see a page you like anywhere on the Internet, you click on a thumbs-up icon. The system learns what kinds of content you like from these votes and starts to show you targeted pages as you stumble. StumbleUpon, known to send wave after wave of traffic to pages that were first discovered ( submitted in StumbleUpon lingo) months ago . It also exhibits less all-or-nothing behavior, as a few votes can result in a couple of thousand hits. StumbleUpon audience is older, less technical. Preferred content is impressive photographs, short videos, and games. The personalisation system allows a wider range of topics to be delivered to interested audiences. Tip : Write a compelling headline. How Does it Work? StumbleUpon uses / ratings to form collaborative opinions on website quality. When you stumble, you will only see pages that friends and like-minded stumblers have recommended. This helps you discover great content you probably wouldn't find using a search engine. Searching vs. Stumbling: Using search engines to locate relevant content typically means hunting through pages of results. Rather than searching for quality web sites, StumbleUpon members are taken directly to web sites matching their personal interests and preferences.
  • Social network usage explodes Usage of social networking sites rose sharply in 2009, thanks to the ever-increasing popularity of Facebook. eMarketer estimates that 57.5% of Internet users, or 127 million people, will use a social network at least once a month in 2010. “ There is no doubt anymore that social networks, reaching more than 50% of the total US Internet audience, are an essential part of the Internet experience,” said Debra Aho Williamson, eMarketer senior analyst and author of the new report “ Social Network Demographics and Usage .” By 2014 , nearly two-thirds of all Internet users, or 164.9 million people, will be regular users of social networks . Last year, the social network audience widened sharply beyond the base of teens and young adults who popularized the activity. This year, 59.2% of adult Internet users will visit social networks monthly, up from 52.4% in 2009. “ Teens and young adults are old news,” said Ms. Williamson. “This year, 60% of Internet users ages 35 to 44 and one-half of those in the 45-to-54 age group will use social networks at least once a month. Women, especially moms, are still driving much of the growth.” By 2014, these changes will become more pronounced. More than one-half (56.8%) of 55-to-64-year-old Internet users will visit social networks regularly that year, up from 34.3% in 2009. Even seniors 65 and up, only 14.1% of whom used social networks in 2009, will get in on the act, reaching 37.9% penetration in 2014. “ The connections and interactions that social networking makes possible didn’t even exist a few short years ago,” said Ms. Williamson. “Status updating, commenting and sharing openly are all activities that will not go away.” Source: eMarketer, April 2010
  • Social the next Search! A social revolution is making huge changes in how companies manage their websites, and their business. Social feeds are the live stream of friends' activity shared on social networks like Facebook and Twitter. Consumers can now more easily rely on trusted personal relationships to determine what's worthwhile to read, watch, play and buy online. This means that referral traffic is as significant from social networks as it is from search engines.
  • Google adapts to the change in users on-line behaviour. As social interactions become more important Google has modified their search engine. The new Search Engine Ranking Positions place much more emphasis on social search results . The same goes for location. You'll notice " nearby " is one of the options. Discussions is another option. Google appears to draw from a variety of sources for this one, but it stands to reason that engaging in conversation throughout the web has some value to Google's results. There are definitely a lot of results from forums in these results - another reason forum participation can be a valuable use of your time. Forums and Q&A are actually a couple of sub-options, but I've seen blog posts in the discussions results too. Social media can boost exposure through the networks of the people you interact with the most. On the day of the iPad launch, Google Social Search Results was quietly rolled out to anyone logged into a Google account when they search. If your Twitter contacts have Google accounts they and their connections, will be added to your social circle, from which Google will pull extra search listings to be integrated into the current set when a user is logged in.
  • Ignore it at your peril! This is a conversation not an opportunity to broadcast Engagement and community building takes commitment Different conversations for different people – Keep it appropriate Decide what to measure (friends, comments, responses etc.) Transparency and authenticity – this is not a job for the ad agency
  • Is your site mobile friendly? There’s a new war waging in the mobile industry. We all know that handhelds, such as Blackberry’s and Palm’s, have been available for a long time, but the the target market has been a savvy user. When Apple released the iPhone, it was touted as the next revolution in technology. The sales of the new iPhone were phenomenal. Approximately 1 million handsets in 3 days – 231 handsets per second. The iPhone is an evolution in handhelds (smartphones). It brings the internet within easy reach of the average consumer through it’s user friendly interface. Cue –  Android . To the average mobile user – it looks similar to the iPhone technology. The interface is iconic and therefore user friendly. It gives the user full access to the internet. Most importantly – Google own the technology. It is predicted that Android smartphone sales will outstrip iPhone sales by 2012, in a new report by market researcher Informa Telecoms & Media. What does this new technology do for website marketing? A mobile version of your website is now more important than ever. Start thinking about your customers. Do they own an Apple iPhone or Google phone? How will they find you?
  • Is playing on Facebook just wasting time? To show business value and return on investment (ROI) for social media marketing campaigns, effective measurement is key. The ROI, or return on investment, from your social media efforts can be measurable and meaningful in a new way. To calculate the actual ROI from your efforts, simply deduct the cost of your social media work (include monetary and time investments) from the income generated. If the result is a positive number, your investment has been profitable; if not, you should revisit your campaigns to see what is working and what is not. Note which sites and tactics are generating the most value. Not all businesses can beneficially engage all types of social media; focus on the ones that work for you. The two easiest engagement metrics are time on-site and page views per visit. Bounce rates are a great way to identify which pages or sources of traffic are totally not working for you.
  • Integration The main focus of Web 2.0 is web applications should be able to share data and play nicely together. Nearly every part of your social media marketing effort can integrate with at least one other part, and users of one kind of social media are likely to be users of other types; it makes sense to invite those who interact with you on Twitter to join your page on Facebook. Here are several examples: • Your Facebook page can be connected to your Twitter account to pull in your tweets. • Your LinkedIn account can include recent posts from your blog as well as presentations you’ve uploaded to SlideShare. • Plug-ins can be used to automatically tweet your new blog posts. • Your blog should have buttons for easy submission and voting on social news and bookmarking sites. • Your YouTube videos can be embedded on your blog and on your Facebook page. • Your blog can automatically publish daily posts of the links you’ve bookmarked on Delicious. • Your blog should have TweetMeme buttons to allow your readers to easily tweet about your content.
  • Why is conventional advertising becoming less effective? Social Media Marketing offers a new playing field for small business to compete with big business. 1. Social media has low Impact  (more convenient, less annoying) -  Email rapidly replaced telephone & "face time“, blogging, Twitter, and Facebook are replacing other more traditional forms of marketing for the same reasons. Emailing was easier physically & emotionally, grants immediate completion and instant gratification. Social Media allows you to place "ads“ 24/7, while simultaneously granting the target audience the ability read/view &/or delete. 2. Cost Effective  ('cause it's free!) 3. Wherein a Virus can be Your Business's Best Friend  -  Facebook is an especially good example of the virtual "water-cooler“. A place for people to "meet“ & exchange information (jokes / pictures) & provide the perfects environment for "viral" marketing (word-of-mouth). The Social Media Marketing Book by Dan Zarrella. Beginners guide to social media or wondering how to make it fit your marketing strategy. Covers all dimensions of social media in an easy-to-understand way, with do's & don't's. Socialnomics by Erik Qualman is an essential book for anyone who wants to understand the implications of social media, and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly. The Whuffie Factor by Tara Hunt. How to build your social capital. The author offers a no-nonsense guide to how what grows and what diminishes your online reputation and how to educate and empower your connection. 
  • Why is conventional advertising becoming less effective? Social Media Marketing offers a new playing field for small business to compete with big business. 1. Social media has low Impact  (more convenient, less annoying) -  Email rapidly replaced telephone & "face time“, blogging, Twitter, and Facebook are replacing other more traditional forms of marketing for the same reasons. Emailing was easier physically & emotionally, grants immediate completion and instant gratification. Social Media allows you to place "ads“ 24/7, while simultaneously granting the target audience the ability read/view &/or delete. 2. Cost Effective  ('cause it's free!) 3. Wherein a Virus can be Your Business's Best Friend  -  Facebook is an especially good example of the virtual "water-cooler“. A place for people to "meet“ & exchange information (jokes / pictures) & provide the perfects environment for "viral" marketing (word-of-mouth). The Social Media Marketing Book by Dan Zarrella. Beginners guide to social media or wondering how to make it fit your marketing strategy. Covers all dimensions of social media in an easy-to-understand way, with do's & don't's. Socialnomics by Erik Qualman is an essential book for anyone who wants to understand the implications of social media, and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly. The Whuffie Factor by Tara Hunt. How to build your social capital. The author offers a no-nonsense guide to how what grows and what diminishes your online reputation and how to educate and empower your connection. 

Transcript

  • 1. Mike Mills presents Social Media in myBusiness
  • 2. http:// www.youtube.com/watch?v =lFZ0z5Fm-Ng
  • 3. Presentation Topics
  • 4. What is Social Media? On-line technology used to create a dialogue. Social media comes in many forms. We’ll focus on the seven most popular: blogs, microblogs, social networks, media-sharing sites, social bookmarking & voting sites, review sites & forums.
  • 5. Social Networks Share photos Comments Pages / Groups
  • 6. Blogs Lead generation Community Engagement Niche topic Posts, Comments, Permalinks, RSS A recent study by GuideWireGroup revealed that approximately 89 percent of businesses polled use blogs as a way to communicate with their customers.
  • 7. Microblogs - twitter in PR Text based, Real Time, Short Messages Link to other media, Inform, Connect
  • 8. Facebook Social Media is a way of doing business. It is NOT just a marketing tool.
  • 9. Media Sharing Video – YouTube e.g. Instructional videos Pictures – Flickr hardware2u.com.au
  • 10. Social Bookmarking & Ratings & Reviews Personalise Votes – thumbs up Traffic spikes Less geeky content
  • 11. Who is using Social Media?
    • 57.5% of Internet users, or 127 million people, will use a social network at least once a month in 2010 in the US.
    • 60% of Internet users ages 35 to 44 and one-half of those in the 45-to-54 age group will use social networks at least once a month in 2010.
  • 12. Why consider social media? Social feeds are the live stream of friends' activity shared on social networks like Facebook and Twitter. What is your market saying about: You? Your Industry? Your Product? Your Competitor? START “Listening”
  • 13. The Google Effect – Real time search
  • 14. Integrate with your Web Efforts Blog Twitter CTA Photos Comments Demos Client Stories
  • 15. Which Tools Do You Use for Business? Laptop or desktop Smart Phone Email Newsletter What about..? iPad or mp3 player Digital camera Video camera Instant Messaging Live video streaming
  • 16. Can we measure the results of our efforts? Return on Investment On-Site Metrics – Google Analytics
  • 17. Where to next? What are your business objectives? What tools will help towards those objectives? Define your strategy Choose your tool(s) Immerse yourself Participate to understand Start small and stay focused
  • 18. Recommended reading The Social Media Marketing Book Dan Zarrella The Whuffie Factor Tara Hunt Socialnomics Erik Qualman
  • 19. Follow me on Twitter @bmdweb