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.

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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?

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