Social Media: Beyond The Hype

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The business landscape has changed. Consumers have become more self-reliant and increasingly less dependent on so called ‘experts’. Quite simply people trust people - and they like to do business with people they know and trust. Consumers refuse to be talked down to anymore - demanding that companies engage with them.

By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.

This presentation offers a no nonsense look at social media and how companies have benefited and fallen victim to the power of social media. Giving examples from around the world but focusing on the Netherlands. It gives 10 simple-to-follow first steps to start implementing social media into your business. Dispelling a few misconceptions along the way.

Presentation developed by Iain Davenport, Internet Consultant at The Englishman Online.

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Social Media: Beyond The Hype

  1. 1. SOCIAL MEDIA BEYOND THEIain Davenport
  2. 2. Its not NEW
  3. 3. People have always shared their passions
  4. 4. Today’s Internet is a social-amplifier
  5. 5. A technology that puts the power ofinformation in the hands of consumers Today’s Internet is a social-amplifier
  6. 6. Sharing and Participating
  7. 7. People trust people
  8. 8. Just how popular is it in Holland?
  9. 9. 3,417,540 users 9,000,000 users 102% growth in 12 months 8 m unique visits monthly Ranked 29th world wide 6.5 b page views / month Facebook statistics for The Netherlands 2010 Hyves statistics for The Netherlands 20101,500,000 users 418,000 users In the top 5 in the world Most active country in EuropeLinkedin statistics for The Netherlands 2010 Twitter statistics for The Netherlands 2010
  10. 10. 90% Follow brands for product information and updates 33% Share opinions weekly on products and services 20% Seek advice and recommendations 20% Are looking to communicateTwitter usage
  11. 11. 20%20%8%38%64%27% Segments include consumers participating in at least one of the indicated activities at least monthly. Base 13,254 European online adults Source: European Technographics Benchmark Survey 2009 Diagram: Forrester Levels of participation
  12. 12. 30 years old 26 years old30 years old 39 years oldAverage age Dutch users
  13. 13. ‘ Uit onderzoek van Motivaction onder ruim 1.200 ondernemers in het MKB blijkt dat slechts een kleine groep ondernemers social media inzet. Source: Marketingonline.nl, 29 maart 2011 ’And yet businesses are slow to act
  14. 14. MISCONCEPTIONSDebunking 5 Social Media Myths
  15. 15. The tools are free to use. However, integrating these tools intoyour marketing program requires skill, time, and money. Social media is cheap, if not free
  16. 16. The basics are within most peoples reach However, you needexperience to conceive and execute a social media campaign. Anyone can do it
  17. 17. “Social media success isn’t big moves... it’s little moves made every day that eventually add up to a major shift.” Jay Baer, co-author of The Now RevolutionYou can make a big splash in a short time
  18. 18. Every business can benefitONE SIZE DOESN’T FIT ALL: No marketing method fits all businesses and markets.
  19. 19. Ask yourself 2 basic questions: 1. Do you have something to say that will benefit your customers? 2. Are you prepared to enter into a conversation with your customers?Are you ready to talk?
  20. 20. CONVERSATIONS
  21. 21. Creating a buzz
  22. 22. MAVENSIndependent thinkers whoact as information brokers
  23. 23. CONNECTORSGregarious individuals with anextensive social network
  24. 24. A CHAIN REACTIONThat can either damage or build your brand
  25. 25. Getting your message across
  26. 26. Promotion & Marketing
  27. 27. Involvement: creating ambassadors
  28. 28. PERFECT PARTNERS:mobile and social media
  29. 29. Old New The opinion Unfortunately there’s a dark side
  30. 30. Gap experienced the power of social mediawhen they unveiled a new logo, quite badlydesigned, and the reaction was an immediatesocial media backlash. Across the internetdetractors pulled the new logo apart.
  31. 31. How to implement a Social Media Strategy ...in ten steps
  32. 32. STEP #1 ESTABLISH GOALS
  33. 33. STEP #2 LISTEN
  34. 34. WHO SHOULDYOU BELISTENING TO?
  35. 35. NETHERLANDS& BELGIUM
  36. 36. STEP #3 FOLLOWTHE CONVERSATION
  37. 37. STEP #4 IDENTIFY YOUR AUDIENCE
  38. 38. STEP #5 Take control of your web presence
  39. 39. “Your image is what people say about you when you’ve left the room”Jeff Bezos, Amazon
  40. 40. Personal BrandingCultivating a unique promises of value.
  41. 41. ELEVATOR PITCH
  42. 42. STEP #6 BUILDChoose yourchannels wiselyTHE CONVERSATION PRISMby Brian Solis & JESS3
  43. 43. RELEVANCE
  44. 44. Use your channels to engage and drive traffic Build your BASE Elliance infographics
  45. 45. The base
  46. 46. Use your channels to engage and drive traffic Elliance infographics
  47. 47. The channels
  48. 48. The channels
  49. 49. The channels
  50. 50. Elliance infographics
  51. 51. STEP #7 JOINTHE CONVERSATION
  52. 52. “85% of social media users believe that companies shouldgo further than just having a presence on social sites and should also INTERACT with their customers” Cone, Business in Social Media Study, September 2008.
  53. 53. Starbucks gave their customers a voice
  54. 54. Q: What are your thoughts on our newest product? Like / Dislike?They asked questions
  55. 55. Resulting in 50,000 product ideas
  56. 56. Twitter as a customer service channel
  57. 57. STEP #8Move from topdown to bottomup innovation
  58. 58. Ingraining consumer participationinto business processes
  59. 59. Consumer participation lowers research costs
  60. 60. ‘Maak de Smaak’
  61. 61. Dove Oscars competition 3500 entries
  62. 62. Dove aired the winner of its online contest for a 30-second ad for the Oscar broadcast on ABC - air time to the value of $1.7 million.
  63. 63. 5720 entries
  64. 64. STEP #9 MEASURE
  65. 65. YOU CAN MEASURE- Reach- Frequency- Traffic- Influence- Conversations- Sentiment
  66. 66. STEP #10 ANALYZE AND ADAPT
  67. 67. Don’t treat SOCIAL MEDIAas just another marketingchannel...It can be so much more
  68. 68. THE END... Iain Davenport May 2011

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