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101 pages of social media
 

101 pages of social media

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A lot of good information on Social Media, Updated May 2010.

A lot of good information on Social Media, Updated May 2010.

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  • THE PEOPLE is INTERNET= And the internet can’t exist without people. The market is people Pre 2007- maintstream media controls majority of influence, credibility and exposure and now the futur Post 2007: Creators of Social Media begin to enjoy increased visibility, credibility and audience exposure. Is this some kind of joke? No it is not? It is happening right now. What will you do if you were given 500 bucks and you are told to buy a product that you never heard of at all? You Google!, you ask questions in forum to strangers, you read review of the internet because you know that they are HONEST opinions and NOT PAID OPINIONS. They are COMMENT/REMARKS and NOT ADVERTISING!!!
  • In a nutshell, Social Media is online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
  • When a consumer is happy, they come back for more, they share with their friends, they are evangelist, eventually they SHOUT even louder when company value their thoughts and allow them to feel belong, a sense of ownership of the brands. Look at APPLE, before IPOD was out, everyone is talking about it, anticipate for IPOD because behind all this exist a community, a community of brand advocates! Speaking of functional attributes, doesn’t other products like SAMSUNG, IRIVER serves the same functional attributes, but why are they people still saying that they prefer more of IPOD than these brands!.. How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about.
  • Faced with too much choice, too much media, too much marketing, consumers are effectively, filtering or actively rejecting the onslaught. Through sharing and interaction, you can build a following that will help promote your products and services.
  • Many people are stuck in where they are. By spending minutes a day to brainstorm and some time on the weekends to blog about your passion and network, you will never know when opportunity knocks on your door and you may get noticed to do something you really like doing. There is always something better out there, you will need to have the drive to want it and stand out from the crowd.
  • If you have YES for most of the answers to the above questions, you may be no better than a zombie.

101 pages of social media 101 pages of social media Presentation Transcript

  • By : Robin Low The 101 pages social media
  • A radical change has occurred in the World of advertising and marketing “ ”
  • Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  • The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
  • The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
  • The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
  • Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Source: http://china.seekingalpha.com/article/30979 “ ” advancements of… digital media
  • traditional media is dead.
      • Consumers do not trust advertisements . (They would rather read a review on a blog or a webpage rather than corporate page)
      • Consumers are immune to interruptive marketing . (too many mediums, too many ads)
      • Consumers are informed , and information is readily available.
      • With a global business , it cost too much to reach out to everyone.
      • With social media, the cost is $0 , no external company needs to be engaged.
  • Facebook usage statistics by country - Dec 31st 2009 34.10% 80.70% 3,066,180 Sweden 20 99.30% 367.50% 3,975,640 Malaysia 19 38.40% 164.20% 4,952,340 Venezuela 18 66.80% 403.80% 5,397,480 India 17 701% 4763% 5,490,300 Taiwan 16 84.90% 361.90% 5,799,520 Germany 15 20.20% 39.90% 5,808,020 Chile 14 78.50% 351.50% 6,505,040 Mexico 13 25.80% 99.40% 7,243,520 Colombia 12 50.60% 227.50% 7,387,120 Argentina 11 25.70% 75.80% 7,611,920 Australia 10 33.40% 196.70% 7,701,200 Spain 9 208.40% 2046.80% 8,387,560 Philippines 8 30% 137.60% 13,272,760 Italy 7 19% 31% 14,228,460 Canada 6 32.60% 117% 14,290,700 France 5 126% 1536.70% 14,681,580 Indonesia 4 36.80% 113.60% 16,943,780 Turkey 3 20.90% 51.50% 22,625,300 UK 2 46.00% 140.80% 101,303,240 USA 1 6 month growth % 12 month growth % Number of Facebook users Country Rank
  • facebook statistics
    •  
    Asia - 10.5% Users, fast growing Market Singapore > 1.1 million users http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
  • 1 in 4 Facebook Users Come From Asia or the Middle East
  • Graphics by @G_obieta
  •  
  • internet penetration
  • internet users
  • media Landscape Internet Advertising Bureau, 2004
  • product Proliferation While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products . The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
  • media Proliferation Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google
    • Today, media is fragmented
    • 13,500 radio stations (4,400 in 1960)
    • 17,300 magazine titles (8,400 in 1960)
    • 82.4 TV channels per home (5.7 in 1960)
    • And the Web:
    • Millions of sites
    • Billions of pages
  • medium Proliferation
    • Besides getting your ads on TV, newspapers, radio and magazines, many other new mediums are used to bombard consumers with ads. Today, ads can be found virtually everywhere, on sms on cell phones, your IM communicator, computer games and in movies. As a result, consumers are growing more wary and tired of advertisements.
  • Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it is finally done there is surprise it’s not better” -- Avinash Kaushik, Analytics evangelist, Google
  • things people want from social media
    • I want a Facebook Page
    • I want bloggers to write about me
    • I want a twitter account
    • I want a YouTube Channel
    • I want a Flickr Group
  • social media involves
    • creating FB pages, Twitter account, YouTube account.
    • Updating profile, bio.
    • Getting Fans to join page
    • Planning theme and strategy to engage public.
    • Creating Engaging Content
    • Monitoring Comments and Feedback.
    • Analyzing Reports
    ONE OFF EVERY CHANGE DAILY DAILY DAILY MONTHLY MONTHLY
  • how some companies start social media
    • Engage PR companines
    • Hold media / social events, invite bloggers, tweeps.
    • Send press release to bloggers.
    • Send samples to bloggers.
    • Expect blogs to be written by the people they engage.
  • how some companies start social media
    • Engage Advertising Agencies
    • Buy Ads on all forms of media to promote blog.
    • Pay for banners.
    • Pay bloggers to blog about them.
    • Focus on blogs to drive specific events and traffic to their company.
  • how some companies start social media
    • Engage Social Media Gurus / Companies
    • Blog for them
    • Tweet for them
    • Manage their Fan Pages
    • Manages their groups
    • Podcast their events / news.
  • unrealistic goals
    • I want bloggers to say good things about me.
    • I don’t want any bad comments or feedback.
    • I want a lot of traffic and fans within a short period.
    • I want statistics for impressions, and reach, on every platform.
  • results
    • Unproductive social media effort, slow and ineffective.
    • Staff untrained, uninterested and uninvolved.
    • Lack of social media awareness amongst staff.
    • Lack of social media policies.
    • Cannot deal with any form of crisis.
  • hindrance to social media
      • Inertia – a great barrier to social media, if you don’t start now, you will never find the time to start it.
      • Risk Adverse – afraid of negative feedbacks? Conversations will happen with or without you.
      • Lack of knowledge – don’t know where to start.
      • Resistant to change – scared of new technology.
      • Lack of empowerment – need a lot of approval cut through the bureaucracy.
  • objections to social media
    • Recruiters will poach staff.
    • Its just a fad.
    • We don’t have time.
    • We don’t want employees wasting time.
    • LinkedIn is for people who are looking for jobs.
    • My target audience is not on Facebook.
  • KNOWLEDGE KNOWLEDGE KNOWLEDGE
  • what is… social media?
    • “ Social Media is a group of online media which has the following characteristics.”
      • Participation
      • Networks
      • Two-way communication
      • Connectivity
      • Open source
  •  
  • Golden Rules
    • Communication in a 2 way street -- speak, listen and learn
    • Other people are allowed to have opinions
    • Give before receiving
    • Be truthful with your messages
  • The “ satisfaction effect ” Source: http://www.churchofthecustomer.com
  • Attention Engagement The new paradigm
  •  
  • creative use of social media
  • youtube Susan Boyle shot to Stardom on Britains Got Talent 2009, with a combined view of 150 Million on YouTube during the show in April 2009.
  • Blendtec used YouTube channel to Podcast one of the most popular programs on Youtube with 205,000 subscribers. (August 2009)
  • Great travel blog paid for by Best Western.
  • Branding and ads helped Resortsworld have 40,000 Fans before launch in February 2010 in Singapore
  •  
  • other social media Marketing Examples
    • http://mashable.com/2008/07/23/corporate-social-media/
    • http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
  • Case: DELL HELL
    • In 2005, Dell didn’t have a blog. But one of their customer’s did…
  •  
    • If you search for Dell Hell in Google, that guy’s post is the first result.
    • As a result, Dell got negative press coverage in the New York Times and Wall Street Journal.
    Dell Hell on Google
  • dell couldn’t fight back
    • Dell didn’t have a blog, so they were unable to communicate with the angry blogosphere.
    • But there was a happy ending. Dell set up their own blog.
  • Happy Ending
    • “ In the age of customers empowered by blogs and social media, Dell has leapt from worst to first ." – Jeff Jarvis, Businessweek.
    • First step: Dell dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return .
  • Dell’s new blog
  • measurable results
    • Dell saw a 27 point decrease in negative blog posts , from 49 percent at the peak of Dell Hell to the current 22 percent .
    • Cost would have been hundreds of millions for similar ad campaign.
  • " A company this size is not going to be about a couple of people coming up with ideas . It's going to be about millions of people and harnessing the power of those ideas ." -- Michael Dell
  • No social media presence = no control!
  • successful companies on facebook
  •  
  •  
  • 4 phases of social marketing
  • know what you want to accomplish Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.
  • decide on purpose of social media and company’s position Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.
  • decide on which platform to use There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 – 4 platforms. Cross marketing between the platforms creates multiple touch points.
  • decide on how your social media will be managed Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.
  • Reasons not to outsource You know your company best and social media is about transparent truthful communication and the willingness to engage. Authenticity is important. You can’t outsource your voice. With the fast turn around time needed, it is more efficient to have direct communications.
  • develop social media policies Decide on what can be said and what can’t be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.
  • market passively
    • Social media folks are not used to aggressive marketing, and will be turned off by it.
    • Aggressive marketing may bring negative results.
    • Be sure you provide many great reasons to follow you.
    • Keep content interesting and varied.
    • Always have your audience in mind.
    add value
  • be consistent Consistency is key. Allocate a few hours a week to monitor your social media progress. Consistently be part of a community, not there only to market products. Participate in conversations and do not leave conversations you started.
  • build relationships
    • Listen
    • Get involved in conversations
    • Reply to feedbacks
    • Reach out where people gather
    • Be real (and transparent)
    • Be committed
    • Be personal (not behind a corporate account)
  • respect copyright and reference source There are codes and ethics you need for follow, and in social media, there is no exception. Referencing source, adding links adds credibility to your blogs.
  •  
  • be helpful and approachable
    • Do not just broadcast your own messages.
    • RT (Re-tweet) interesting news and information to your audience.
    • Reply to comments.
    • Answer questions you know the answer to that appear in your feeds.
    • Participate in conversations.
  • focus on quality rather than quantity
    • On Twitter and Facebook, focus on quality interactions, and build deep relationships.
    • Convert fans into Evangelists and hope they can promote your company through word of mouth.
    • Numbers may mean more chances of spreading message but DOES NOT GUARANTEE that.
  • cross promote and share messages
    • There are applications that allow you to update status on LinkedIn, Twitter and Facebook. If they are the same message you want to update for all your mediums, simply use Hootsuite.
    • It is ok to update your new blog post on all your different channels and no reason why you should not do that.
  • be in for long haul
    • Building relationship and trust takes time.
    • Do not give up after trying out for one month. Relationships are not built overnight.
    • Social media can increase your profile and open many opportunities if you try, you may not even actively market yourself or your company.
  • don’t allow it to consume your time
    • If not managed properly, social media can be a distraction if you just have conversations in small groups.
    • Make you’re your efforts are not in the way of doing business.
  • staff empowerment
    • Trust your staff
    • Get everyone involved
    • Amplify word of mouth
    • Everyone has their networks
    • Find comfort levels
    • Find comfort niche
    • Allocate time and resource
    • Give rewards.
  • Participate If you regularly ... your profile is: blog, podcast, tweet Creator write reviews, post replies Critic tag objects, use RSS Collector update your profile Joiner read blogs Spectator do none of the above Inactive
  • Find Comfort Zone Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search
  • observations
    • As the number of channels increase, overall engagement increases at a faster rate.
    • Engagement differs by industry.
    • Financial performance correlates with engagement .
    • It Provides ” Multiple Communication Touch Points”   (More touch points can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume.)
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • making social media part of your work life RSS widgets desktop apps
  •  
  • “ A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.” -- Brian Solis, author and principal of the FurtureWorks agency measuring ROI
  • Brian Solis’s ROAD
  • Popularity Many companies engage in social media, and most like to use some form of popularity matrix to measure ROI. Words like engagement, participation, and involvement became key terms for defining online interactions with consumers. Trust and affinity are used to measure the core group of followers. Of all these matrixes, you could measure the improvement in customer service. Both in terms of the increased ability for people to rate and review products, as well as the opportunity for customer service teams to engage and provide proactive response.
  • Measuring success Inability to measure ROI, lack of budget funding, and management resistance are barriers to companies implementing social media campaigns, and it is a great way of getting budget slashed.
  • “ I’ve seen multimillion-dollar print and television advertising initiatives get the green light because CMOs understood the media — and I’ve seen $10,000 social-media efforts scratched because execs didn’t get it. ”
  • Tips DISCOVER THE AVENTIS ADVANTAGE! Know Your End Game: As Brian Solis said defining your end game is necessary in order to be able to quantify results.  Know what are you trying to accomplish and how you want to try keep track of it all. Define Your Metrics: What metrics do you need to track to quantify results: Leads, Registration, Sales? Check Your Tracking: I can’t tell you how often a new client doesn’t have the right pixel/cookie set on the right confirmation page. If your success metric is sales make sure you’re not just tracking leads. This requires testing. Set Expectations: Benchmarking is great way for you and your CMO to have realistic expectations from a campaign. Fireclick and Coremetrics are two tools that can provide benchmarks based on industry averages related to conversion rates, cart abandonment, and other valuable data. They also allow you to pull data from a specific vertical.
  • Gather Intelligence Google Analytics: Google Analytics is the defacto analytics system in most companies. You can track visits, page views, bounce rates, etc. Be sure, if sales are a key metric, that the ecommerce portion is activated.
  • Gather Intelligence Coremetrics: Coremetrics Analytics provides the website analytics features you need to successfully acquire, convert, and retain high-value visitors and customers. * Marketing optimization: gain a 3D view of your marketing programs’ effectiveness across channels and over time, including which programs drive new visitors, trigger action, and influence visitor behavior. * Merchandising: increase initiation and decrease abandonment of key activities (shopping carts, booking travel, starting applications, completing registration, etc.) by automatically mapping product and promotional categories to website analytics reports * Content analysis: improve site navigation, content, and tools by knowing the value of page real estate and promotional effectiveness based on site goals
  • Gather Intelligence Radian6 : The Radian6 flexible dashboard enables monitoring all forms of social media with real-time, relevant results. Smoothly uncover influencers, track and measure engagement and determine which conversations are having an impact online. Radian6 provides Web Analytics and CRM Integration.
  • Gather Intelligence Brantology : Brantology is an independent business and brand online intelligence service provider that combines technology, processes and trained staff to monitor your social media reach. (The main difference is they have a human vetting all your data)
  • Key Metrics
  • Understand Numbers
    • Spotting Trends: Sometimes business get excited about high sales numbers while completely ignoring the fact they overspent to get those numbers.
    • Trends are a great way to spot deltas which often provide indicators of the health of campaign. Sample key trends are:
      • number of prospects
      • number of transactions
      • changes in repeat customers
      • number of customer referrals
      • uplift in other marketing channels
  • Look beyond your distributed sites With the amount of distribution sources available in social media always take time to see if elements of your campaign have been distributed beyond the initial sites you targeted. It will allow you to spot new opportunities to expand your campaigns.
  •  
  •  
  • best practices
    • Listen to public
    • Deputize people throughout the organization
    • Understand how each channel provides a different dimension of engagement
    • Centralize coordination
    • Find champions who can explain and mitigate risk.
    • Be in it for the long haul
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • best practices (cont.)
    • Pick channels carefully.
    • Spread engagement to employees beyond the social media team.
    • Open the platform to anyone and everyone. Encourage employees to tap into social media to get work done
    • Engage in new channels where people already are
    • Support engagement as an extension of the company culture.
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  • best practices (cont.)
    • Be conversational from the start.
    • Make social media part of the job, just like email
    • Modularize and synchronize content across channels
    • To scale engagement, make social media part of everyone’s job.
    • Emphasize quality, not just quantity.
    http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
  •  
  • Conclusion
    • Social media is about public engagement
    • Building an non-marketing team online to build brand reputation and trust
    • Using real time information and monthly reports to spot trends and new channels of sales
    • Facilitate and guide conversations
  • Twitter: dmediaacademy Blog: http:// digitalmediaacademy.blogspot.com / Facebook: http://www.facebook.com/digitalmediaacademy Try out social media There is nothing to be afraid of