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Social Media For Business, Can It Work?
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Social Media For Business, Can It Work?

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The presentation was delivered November 13, 2009 by Marlena Reed and Sharon Goldmacher of Atlanta based marketing firm communications 21 to the National Credit Reporting Association.

The presentation was delivered November 13, 2009 by Marlena Reed and Sharon Goldmacher of Atlanta based marketing firm communications 21 to the National Credit Reporting Association.

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  • Engage by asking questions of the audience
  • Specific metrics - Grow fans to X-number within X-timeframeEngage fans/followers/subscribers through conversation, promotions, surveys, polling, etc.

Social Media For Business, Can It Work? Social Media For Business, Can It Work? Presentation Transcript

  • Social Media for Business
  • What is Web 2.0?
    It is a design philosophy, it is not any one application
    Perceived second generation of web development that facilitates communication, secure information sharing and collaboration on the World Wide Web.
    Led to the development and evolution of web based communities, hosted services, and applications such as social networking, video sharing sites, wikis, blogs, etc.
  • Conversation Prism
  • Social Media Platforms
    Blogs
    Facebook
    LinkedIn/Plaxo
    Ning
    RSS
    Twitter
    Wikis
  • What is Social Media?
    Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
  • Social Media Defined
    Social media is an umbrella term that:
    Defines the various activities that integrate technology, social interaction and the construction of words, images and audio
    Communication has shifted from one to many – or one-way broadcasting to a true dialogue and conversation (many to many)
    People have transformed from content consumers into content producers
    Interactions can include chat, e-mail, video, file sharing, blogging and discussion groups
    Information sharing is immediate and viral
  • Social Media Use
    According to Cone’s 2008 Business in Social Media Study:
    60% of Americans are using social media
    Of those, 59% are interacting with companies online
    93% of social media users believe companies should have a social media presence
    eMarketer expects the number of U.S. adults using social media to grow to more than 76% this year
    Think of it as a gazillion conversations happening online 24/7
  • It’s Here to Stay
  • It’s Global
  • Mind Blowing Stats
    3,000,000
    • The average number of Tweets per day on Twitter.
    100,000,000
    • The number of YouTube videos viewed per day.
    1,000,000,000
    • The amount of content shared each week on Facebook.
    3,600,000,000
    • The number of photos archived on Flickr (6/09).
    5,000,000,000
    • The number of minutes spent on Facebook each day.
  • Why Use Social Media?
    3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 2008
    2/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009
    Visiting social sites is now the 4th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009
    If Facebook were a country, it would be the 4th largest – between the U.S. and Indonesia – Podcasting News, 2009
    In 2010, Gen Y will outnumber Baby Boomers, and 96% have joined social networks
  • Social Media Can Impact Business
    Public relations
    Customer service
    Loyalty building
    Collaboration
    Networking
    Thought leadership
    Customer acquisition too
  • Evolving Communication
  • Social Media Spending Up
  • Measurement
  • Insights
    Source: MarketingSherpa Social Media Marketing & PR Benchmark Guide 2009
  • Social Media Platforms
    Blogs
    Facebook
    LinkedIn/Plaxo
    Ning
    RSS
    Twitter
    Wikis
  • Blog
    What it is:
    An online journal, short for “Web log”
    Can be open to comments or closed
    Can be customized with widgets and link to corporate Web sites and/or social media
    Why it’s important:
    77% of all Internet users read blogs
    Almost half (45%) of all Internet users have started their own blogs
    36% of Internet users think more positively about companies that use blogs
    32% of Internet users trust bloggers' opinions on products and services (Source: PRNews, March 2008)
    Frequent blog posts can increase search engine rankings
  • Blog
    Technorati is a leading blog aggregator and search engine
  • Facebook
    What it is:
    The largest social networking site, with more than 122M unique visits, June 2009
    Users create a profile and share photos, videos, events, messages and more
    Why it’s important:
    300M active users
    Global visitors spend 8 billion minutes on the site each day
    Fastest growing segment is 35 years old+
    Drives added traffic to corporate site
    Frequent changes improve search engine optimization
  • Elements of Facebook
    Pages
    Groups
    Security Settings
    X
    User Profile
    X
    Applications
  • Facebook
    Personal Profile vs. Business Page:
    • Create a Personal Profile first, then create a Business Page that you administer
    Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)
    Business Pages offer rich customization/integration tools:
    • Analytics
    • Integrated advertising
    • Can be extended with custom 3rd party Applications
    Profiles are for people, not companies
  • LinkedIn
    What it is:
    Social networking platform for business professionals & executives
    More than 43 million members worldwide
    Why it’s important:
    Content updates improve SEO
    Business organizations benefit from their employees’ professional connections
    Form connections at a professional level vs. solely personal level
    Position SMEs as thought leaders by creating or joining appropriate groups
  • Plaxo
    What it is:
    Platform that offers a mix of professional and personal connections; a “hybrid” social network
    Why it’s important:
    Content updates improve SEO
    Gain a deeper understanding of your customers’ online lives through rich sharing among users (blogs, Twitter, Flickr, etc)
  • Ning
    What it is:
    Allows users to join and create new social networks for their interests and passions
    Enables brands to develop their own unique social network that integrates with other Web 2.0 platforms
    Why It’s Important:
    Listening and research opportunities among your most engaged customers and/or prospects
  • Ning
    More than 3,300 social media networks dedicated to national credit reporting are registered on ning.com
  • Twitter
    What it is:
    A microblogging platform that allows users to post short, 140-character updates
    Why it’s important:
    Twitter had 23.5 million unique visitors in August 2009 (Source: Compete.com)
    Marketers can create a community of followers to which they push information while developing a corporate personality
    Follow, Retweet, Respond, DM
  • Twitter
    Tweets are permanent (cannot be deleted)
    The content is so easily digestible that users can follow hundreds of micro-bloggers
    Like other social media, the proof is in more nebulous measures
    Number of followers
    Re-tweets
    Changes in opt-in rates or visits
    Provides a window into a company’s culture, personality
    Improves SEO by using keywords in posts
  • RSS
    What it is:
    Real Simple Syndication
    Provides “feeds” of full or summarized text of new Web content
    Why it’s important:
    Allows you to easily push information to your consumers on their terms
    Allows readers to subscribe to timely updates from favored Web sites or to aggregate feeds from many sites into one place
    Content can be delivered to multiple platforms
    Web-based, desktop-based, mobile
    RSS Symbol
    RSS Symbol
  • RSS
    Google Reader
    Feedreader.com, an easy-to-use feed aggregator
  • Wiki
    13 million articles on Wikipedia
    What it is:
    Sites that support multiple contributors with a shared responsibility for creating and maintaining content (Groundswell)
    Why it’s important:
    Corporate-developed Wikis educate/engage customers on specific topics most important to them
    Public Wikipedia pages can appear in the top few results on Web searches based on frequent changes
    Contributors discuss content and issues in “talk pages” associated with each Wiki
  • How Do You Begin?
  • Know Your Audiences
    Forrester's Social Technographics® defines six types of social media consumers:
    Among U.S. men & women, ages 18-55:
    73% - Spectators
    51% - Joiners
    37% - Critics
    24% - Creators
    21% - Collectors
    18% - Inactives
    • Creators make social content go. They write blogs, upload music, video or text
    • Critics respond to content from others
    • Collectors organize content for themselves and others using RSS feeds, tags, etc.
    • Joiners connect in social networks like Facebook
    • Spectators consume content, including blogs, podcasts, user-generated video, forums, etc.
    • Inactives neither create or consumer social content of any kind
    Source: Forrester.com
  • Start by Listening
    Connect
    Influence
    Listen
    SparkConversations:
    Share the stories behind the work and help educate others:
    Tag Community content
    Upload shareable content: videos/photos/ podcasts
    Create Opportunities:
    Trial small events of interest and invite the community
    Engage Conversations:
    Analyze the mood and drivers behind the conversation
    Participate in the Activity:
    Attend and join in other people’s events and happenings
    Monitor Conversations:
    Blog monitoring
    Tag watching
    Conversation tracking
    Create an Individual Presence:
    Join the communities to learn who’s out there
  • Twitter Tools
    Twitter Search:
    Real-time search of keywords and topics being discussed
    Links to Twitter profile pages (@abc123)
    TweetFeel:
    Track the positive/negative sentiment associated with keyword mentions
    Links to Twitter profile pages
    TweetDeck:
    Program that facilitates remote updating and feed management from desktop or iPhone
  • So, What Do You Do?
    Define your company’s social media strategy
    Think in conversations not campaigns
    Ask for help if you need it
  • Really, What Do You Do?
    Social media should be part of a marketing PR strategy. Social media…
    Is not a panacea
    Must be authentic
    Must be consistent/frequent for maximum success
    Determine who should own social media?
    If possible, integrate it across marketing, sales, PR and even HR
    Establish specific metrics
    Measure # of conversations and quality, not sheer fan volume
  • The Avenue Affordable Luxuries
    Goals
    Grow Facebook fans to 1,000
    Engage a new community of shoppers
    Gain feedback on The Avenue brand
    Tactics
    Leveraged Affordable Luxuries advertising campaign to create a promotion for ShopTheAvenue Facebook page
  • The Avenue Affordable Luxuries
    Tactics
    Developed valuable prize package
    Created easy to enter contest – join, take an action
    Promoted contest via online and traditional marketing PR
    Press releases, e-mails to more than 60,000 recipients, event listings, listed on corporate Web site, advertising and onsite signage
    Results
    Grew fans from 65 to 1,300 in 3 weeks
    Fans posted ~100 photos/200 comments on deals
    95+ unsolicited, positive comments about the brand
    Reached a new audience of shoppers
    70% of fans were not e-mail recipients
    Media coverage value totaled $19,500 – more than twice the project budget – and resulted in 339,000 media impressions
    Social media results helped to secure a new tenant for The Avenue
  • United Linen
    Oklahoma-based SMB
    Uniform and linen services for the hospitality and healthcare industries
    Family-owned, founded in 1936
    Social media goals
    Lead generation
    Customer retention
  • United Linen
    Tactics:
    Blog (must-see napkin folding demos)
    Facebook
    Flickr
    Twitter
    YouTube
  • United Linen
    Results:
    Major business-media buzz
    National coverage for a regional small business is invaluable
    Enhanced customer service
    Twitter used to update customers during bad weather
    Building new business relationships
    Reaching new audiences
  • Dive In
    Determine the tools to use
    Adapt traditional metrics
    Set sights on low-hanging fruit
    Set employee policies
    Set expectations for behavior, educate your team, keep rules simple /focus on transparency
    Interactive agencies can help to draft policies for HR review
    Track the impact on other channels
    Web traffic, media coverage, sales
    Be flexible to change tactics with new technology
  • Don’t Be Anti-Social
  • Contact Us
    c21i is c21’s dedicated interactive practice area, specializing in social media, e-mail marketing, pay-per-click advertising and interactive marketing services.
    Sharon Goldmacher, President & CEOMarlena Reed, VP, Interactive Services
    (404) 814-1330
    sgoldmacher@c21pr.commreed@c21pr.comhttp://cwordblog.wordpress.com/
    www.facebook.com/c21pr