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ABRA Presentaion

ABRA Presentaion

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  • Transcript

    • 1.
      • “ No profession stands to influence the market place more than Social Media .” Paul Gillin , The New Influencers, A Marketers Guide to the New Media
      • INTRODUCTION
    • 2.
      • Social media defined
      • 10 keys to social media success
      • Social media tools
      • Social media myths
      • 3 take away messages
      • Help is here
      • INTRODUCTION
    • 3.
      • Social media is a conversation online.
        • Look who’s talking :
        • your customers
        • your employees
        • your investors
        • your critics
        • your fans
        • your competition ....
        • anyone who has internet access and an opinion .
      • SOCIAL MEDIA DEFINED
    • 4.
      • The conversation is not :
        • controlled
        • organized
        • “ on message ”
      • The conversation is :
        • organic
        • complex
        • speaks in a human voice
      • Social media is not a strategy or a tactic – it’s simply a channel .
      • SOCIAL MEDIA DEFINED
    • 5.
      • Social Networks
      • News & Bookmarking
      • Blogs
      • Microblogging
      • Video Sharing
      • Photo Sharing
      • Message boards
      • Wikis
      • Virtual Reality
      • Social Gaming
      • Related:
        • Podcasts
        • Real Simple Syndication (RSS)
        • Social Media Press Release
      • SOCIAL MEDIA DEFINED
    • 6.
      • The power to define and control a brand is shifting from corporations and institutions to individuals and communities .
      • SOCIAL MEDIA DEFINED
    • 7.
      • It is about putting the “ power ” back in the hands of the individual and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.
      • Brian Solis, The Media Manifesto
      • SOCIAL MEDIA DEFINED
    • 8.
      • 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
      • 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
      • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
      • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
      • * Slide courtesy of Digital Influence Group
      • SOCIAL MEDIA DEFINED
    • 9.
      • Social media sites are the fastest-growing category on the web, doubling their traffic over the last year.
        • 73 % of active online users have read a blog
        • 45 % have started their own blog
        • 39 % subscribe to an RSS feed
        • 57 % have joined a social network
        • 55 % have uploaded photos
        • 83 % have watched video clips
          • Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
      • SOCIAL MEDIA DEFINED
    • 10.
      • Social media can help you in all stages of your PR campaign:
      • research
      • strategic planning
      • implementation
      • evaluation
      • SOCIAL MEDIA DEFINED
    • 11.
        • Learn what people are saying about you
        • Create buzz for events & campaigns
        • Increase brand exposure
        • Identify and recruit influencers to spread your message
        • Find new opportunities and customers
        • Support your products and services
        • Improve your search engine visibility
        • Gain competitive intelligence
        • Get your message out fast
        • Retain clients by establishing a personal relationship
        • Be an industry leader – not a follower
      • SOCIAL MEDIA DEFINED
    • 12.
      • Reach
        • Website visits / views
        • volume of reviews/comments
        • Incoming links
      • Action & Insight
        • Sales inquiries
        • New business
        • Customer Satisfaction / loyalty
        • Marketing efficiency
      • Engagement & Influence
        • Sentiment of reviews/comments
        • Brand affinity
        • Commenter authority/influence
        • Time spent
        • Favourites / Friends / Fans
        • Viral forwards
        • Number of downloads
      • SOCIAL MEDIA DEFINED
      Source: The Digital Influence Group, Measuring the Influence of Social Media
    • 13. 10 KEYS TO SOCIAL MEDIA SUCCESS
      • KEYS TO SUCCESS
    • 14.
      • Experiment early and often
      • Try a variety of social media tools
      • Be yourself , make some friends , and share
      • KEYS TO SUCCESS
    • 15.
      • Spend time upfront planning how you will use social media
      • Think POST :
        • P eople
        • O bjectives
        • S trategy
        • T echnology
      • KEYS TO SUCCESS
    • 16.
      • Find where your audience is participating and indentify the influencers
      • Read industry blogs (including comments)
      • Google your company name & your competition
      • Find tools that can help you listen
      • KEYS TO SUCCESS
    • 17.
      • Avoid puffery (people will ignore it)
      • Avoid evasion and lying (people won’t ignore it)
      • Companies have watched their biggest screw-up's rise to the top 10 of a Google search
      • Admit your mistakes right away
      • KEYS TO SUCCESS
    • 18.
      • Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
      • Make your content easy to share
      • Incorporate tools that promote sharing:
        • Share This, RSS feeds, Email a friend
      • KEYS TO SUCCESS
    • 19.
      • Don't shout . Don't broadcast . Don’t brag .
      • Speak like yourself – not a corporate marketing shill or press secretary
      • Personify your brand – give people something they can relate to.
      • KEYS TO SUCCESS
    • 20.
      • CASE STUDY
    • 21.
      • Think like a contributor , not a marketer
      • Consider what is relevant to the community before contributing
      • Don’t promote your product on every post
      • Win friends by promoting other people’s content if it interests you
      • KEYS TO SUCCESS
    • 22.
      • Don’t try to delete or remove criticism (it will just make it worse)
      • Listen to your detractors
      • Admit your shortcomings
      • Work openly towards an explanation and legitimate solution
      • KEYS TO SUCCESS
    • 23.
      • Don’t wait until you have a campaign to launch - start planning and listening now
      • Build relationships so they’re ready when you need them
      • KEYS TO SUCCESS
    • 24.
      • You need buy in from everyone in the organization
      • Social media is relevant to your organization and not an option
      • Get your communications team together, discuss the options, get professional advice
      • KEYS TO SUCCESS
    • 25.
      • THE TOOLS
      SOCIAL MEDIA TOOLS
    • 26.
      • People and organizations connect and interact with friends, colleagues and fans .
      • Facebook and MySpace pages provide a micro site for your business within the social framework.
      • THE TOOLS
    • 27.
      • create online profiles
      • share photos , video , and audio , links
      • send private message and instant message
      • learn more about people and organizations
      • join groups and gain fans
      • THE TOOLS
    • 28.
      • Do
      • create a page to promote your brand
      • point your fans to your company blog or contest
      • encourage a discussion and participate frequently
      • explore targeted advertising opportunities
      • Don’t
      • create a page and fail to maintain it
      • try a hard sell approach
      • censor comments
      • spam your fans/friends with frequent private messages – you’ll drive them away
      • post false information
      • THE TOOLS
    • 29.
      • Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks
      • Community votes on your submissions so they either rise to the top or drop to the bottom
      • THE TOOLS
    • 30.
      • Do
      • link to relevant articles about news in your field (not just your own content)
      • make friends with other bookmarkers in a legitimate way
      • respect the terms of service
        • (reddit allows self-promotion, digg does not)
      • Don’t
      • spam by consistently bookmarking your own material
      • cheat by tagging your bookmarks with irrelevant popular keywords
      • open multiple accounts and vote for yourself – you’ll be exposed
      • THE TOOLS
    • 31.
      • A blog is a website with regular entries of commentary or news
        • Blogs serve to establish your company as transparent , relevant , active , and expert
      • THE TOOLS
    • 32.
      • engage in dialogue with your customers
      • improve your search engine visibility
      • promote product launches and events
      • gain expert status by providing useful tips
      • THE TOOLS
    • 33.
      • Do
      • post on a regular schedule
      • encourage conversation by asking questions
      • respond to customers ' questions and concerns
      • use a few bloggers from your company for more viewpoints
      • post product reviews from customers or industry experts
      • Don’t
      • write press releases – be real about why something is exciting
      • let complaints go unanswered
      • make users register to comment – they won’t bother
      • delete fair but critical comments
      • THE TOOLS
    • 34.
      • Microblogs are blogs limited to a sentence or two (about 140 characters )
      • People use microblogging to follow their friends
      • Companies use it to market their product or services by giving them a voice/identity .
      • THE TOOLS
    • 35.
      • promote contests
      • share timely information
      • spread useful links
      • personify your brand
      • build credibility and influence
      • follow competitors
      • THE TOOLS
    • 36.
      • Do’s
      • sound like someone who just happens to work at your company
      • put a friendly face on your product
      • pose and answer questions
      • announce sales, deals, news, updates, and build buzz for big releases or events
      • Don'ts
      • sound like a press release
      • spam with constant links to your company website, either in tweets or private messages
      • THE TOOLS
    • 37.
      • THE TOOLS
      • Video sharing sites let you upload videos and share them with people.
      • They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization.
    • 38.
      • THE TOOLS
      • helps you gain exposure and direct traffic back to your website
      • sparks interest without a hard-sell
      • videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
      • videos can be a place to showcase your leadership in a field, and spread customer testimonials
    • 39.
      • THE TOOLS
      • Do
      • be informative , useful , or entertaining
      • create a summary and detailed description
      • post video replies to others
      • allow commenting and participate in the conversation
      • save bandwidth costs on your website by hosting videos on YouTube
      • Don’t
      • just upload infomercials
      • be afraid to experiment until find a formula that works.
      • pull down other people’s videos showcasing your product for copyright infringement
      • make your video longer than it needs to be – keep it concise and entertaining
    • 40.
      • THE TOOLS
      • A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools
      • Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
    • 41.
      • THE TOOLS
      • Do
      • find references to your organization and have inaccuracies updated
      • read the terms of use to ensure you are allowed to edit an entry about you
      • research competition
      • use wikis to collaborate with your team
      • Don’t
      • rely on social reference websites to be accurate
      • spam or overtly advertising – it could get you banned
      • use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
      • Don’t sabotage competitor’s entries about competitors (You could get caught)
    • 42.
      • Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding
      • people interact through characters called avatars
      • residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another
      • THE TOOLS
    • 43.
      • hold media conferences in Second Life to generate buzz (World Bank reports in world)
      • create and sell branded products accompanied by coupons and advertising for real-world stores
      • purchase land, build stores, and open for business
      • publish streams of audio or video on people’s properties
      • THE TOOLS
    • 44.
      • Do
      • Use it to generate publicity publicity for real world activities
      • find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated
      • be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds
      • THE TOOLS
      • Don’t
      • just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there.
      • be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.
    • 45.
      • THE TOOLS
      • A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.
      • Podcasts can be simple recordings of conversations , presentations , or interviews
      • They’re a chance to provide build an audience around your brand or message.
    • 46.
      • THE TOOLS
      • Do’s
      • come up with a format ( form, topic, and duration)
      • prepare don’t script (or you’ll sound stiff)
      • use a good microphone (but no need to over produce)
      • promote your podcast on your website and podcast directories
      • Dont’s
      • worry about length
      • invest in a lot of equipment – simple tools and software are all you need to get going
      • leave too much time between podcasts – it could prevent you from building an audience
    • 47.
      • THE TOOLS
      • RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers.
      • an effective way to distribute your content and lead users back to your website
    • 48.
      • THE TOOLS
    • 49.
      • THE TOOLS
      • Do
      • offer RSS feeds for your website’s blog , news , events , and podcasts
      • subscribe to RSS feeds relevant to your industry or interests
      • include a title and description only so subscribers need to visit your site for the full story
      • track your subscribers
      • Don’t
      • spam your subscribers by including excessive advertising in your RSS feed
      • go overboard – limit RSS feeds to content frequently updated
      • freak out when a splogger hijacks your content – this could actually help your search engine rank
    • 50.
      • THE TOOLS
    • 51. SOCIAL MEDIA MYTHS
      • THE MYTHS
    • 52. “ Social media is just a fad – it will go away.”
      • THE MYTHS
    • 53. “ Social media is inexpensive .”
      • THE MYTHS
    • 54. “ If we put our content online we’re just giving our expertise away for free! ”
      • THE MYTHS
    • 55. “ Social media might work for certain industries and business models but it won’t work for us . ”
      • THE MYTHS
    • 56. “ Tell the programmers to set up that social media thing….and get them to make it viral while they’re at it!”
      • THE MYTHS
    • 57. “ YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
      • THE MYTHS
    • 58. “ I’ve started a Facebook page so I’ve got social media covered !”
      • THE MYTHS
    • 59. “ If we just delete all negative comments no one will see them .”
      • THE MYTHS
    • 60. “ No seriously, I don’t think anyone will notice if we delete those negative comments.”
      • THE MYTHS
    • 61. “ If we build it they will come .”
      • THE MYTHS
    • 62. “ Social media is for kids .”
      • THE MYTHS
    • 63. “ We can’t measure social media results. ”
      • THE MYTHS
    • 64. “ We have to figure this all out before we start using social media.”
      • THE MYTHS
    • 65. “ Social Media is hard .”
      • THE MYTHS
    • 66. “ Social Media is easy .”
      • THE MYTHS
    • 67. 3 TAKE AWAY MESSAGES
      • 5 TAKE AWAY MESSAGES
    • 68.
      • Peer-to-peer discussions are more influential than the mass media
      • Participate by enabling and feeding the conversation (follow the 10 keys to success)
      • Be transparent & honest
      • 3 TAKE AWAY MESSAGES