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Kingwood chamber social

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Presentation about Social Media to members of the Kingwood Chamber of Commerce in the Houston area. Presentation by Eric T. Tung. More info at www.EricTTung.com

Presentation about Social Media to members of the Kingwood Chamber of Commerce in the Houston area. Presentation by Eric T. Tung. More info at www.EricTTung.com

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  • In 2008-2009, Dell, had been able to track just over $6.5 million in sales from promotions run exclusively via the tweet. The $6.5 million is the product of 100 employees tweeting in 35 different channels reaching customers in over 12 countries; Brazil Twitter users have spent over $800,000 in the last eight months. For a company this large and with so much effort behind it, the number sounds less impressive but still… Anyone out there taken advantage of a Twitter deal from Dell?
  • Frank Eliason might be the most famous customer service manager in the world. He started @ComcastCares, to much media attention. Comcast even goes out of its’ way to find tweets from disgruntled comcast customers (
  • My Starbucks Idea – Starbucks’ own version of a social network where customers are asked to share their ideas on anything related to Starbucks. The site gives users the ability to see what others are suggesting, vote on ideas and check out the results. This site is a brilliant and important aspect of Starbucks social media strategy. Users who are part of this network feel that they have some role in the decision making process of the company and it makes them feel a part of it.
  • The Fiesta Movement, Ford‘s recently six-month social media experiment put a new Fiesta car in the hands of 100 “agents” (members of the public) to drive and review using Twitter, Flickr, YouTube, and blogs. Fiesta Movement was a huge success. The 700 videos produced by the agents have generated 6.5 million views on YouTube, and there have been more than 3.4 million impressions of Fiesta Movement on Twitter. Even photos taken by the agents have been viewed more than 670,000 times. When it comes to word-of-mouth marketing, those are serious numbers. As Scott Monty, Ford’s head of social media said while creating buzz from Fiesta Movement was certainly important (more than 50,000 U.S. consumers who interacted with the movement said they wanted more information about the vehicle, and 97 percent of those do not own Ford vehicles), equally important was the customer feedback on design and engineering issues that the Fiesta agents have delivered. This was particularly important given that Ford was introducing this version of the Fiesta—a European car—into the U.S. market for the first time.
  • Within hours, the American Red Cross made it incredibly easy to donate $10 via text by texting HAITI to 90999. Within days, millions had been raised.
  • If facebook was a country, it would be the 3rd largest in population after India, but before the US.Here are some competitors fully utilizing their facebook pages…
  • How does Social Media work?Before Social Media, one person’s restaurant experience might be conveyed to their neighbors, parents, and co-workers.There are only so many people that one person would be in contact with to even be able to chat about a particular business or experience.
  • After social media, each person’s network will see that individual’s comments, suggestions, and possible endorsements of a company.
  • What does this mean? Companies no longer have control of the bulk of what is said about them. Across social networks, rating sites like Yelp and Citysearch, people are creating messaging that is outside the traditional realms of marketing – TV, Radio, Newspapers, Billboards. More importantly, these personal contacts are much more influential than traditional forms of Social Media, so each and every one of you can affect someone, and help to positively influence the Spark Energy message. Today, you are part of the message, and you are part of the conversation!
  • If you hold true the notion that being responsive to online customer questions, complaints and feedback is an essential core tenet of good social media marketing, then you should consider your response time a valuable success metric. Being fast (and first) to respond to the online conversation, particularly when it turns bad, is a critical component of online customer service and an engaged social business.The fast food industry certainly appreciates response time. The word “fast” is in the description of their market segment. Those computer monitors that hang from the ceilings behind counters at McDonald’s, Chick-Fil-A and the like primarily display the orders yet to be filled, but secondarily also flash how long it has been since the order was placed to keep the staff focused on their basic unique selling proposition: fast.I took a few minutes to plug several restaurants into Expion, an enterprise social media management solution focused on franchise and multiple location businesses. They are a client of mine and their back-end analytics offer a pretty amazing ability to pull information about your competitor’s activity on Facebook and Twitter and allow you to compare, analyze, etc.Looking across a landscape of fast food offerings including McDonald’s, Wendy’s, Chick-Fil-A, Burger King, Tim Horton’s, Hardee’s, Arby’s, Subway, Quizno’s, Panera Bread and A&W, we find some interesting correlations. For the time frame of Jan. 1 through Jan. 17 of this year, Wendy’s, Pizza Hut and Chick-Fil-A all had average first-time responses under 1:30. All three have over 1,100 fan posts on their wall. No other restaurants were close in fan post volume. One could correlate that the more responsive a brand is, the more engaged their fans are.Wendy’s has an astonishing 20-minute response time to over 6,000 posts (17.6 percent of the 37K posts in the first two weeks of January). Of course, the restaurant’s FryForAll promotion and application accounts for the lion’s share of their posts, but still. Some 225 entries on Wendy’s Facebook page have been deemed negative by Expion’s keyword filters and the restaurant is there to offer a response.Pizza Hut is victimized by Facebook Wall spammers quite a bit and doesn’t seem to do a very good job of moderating or controlling the issue. They responded to nine percent of all fan posts in about 1:15. Their response to the negative posts, however, was just 24 minutes, so nice steppin’ up.Chick-Fil-A has an impressive 37.2% response rate for all wall posts — highest among those I looked at. They also responded to 56 percent of those deemed negative (behind Quizno’s, Subway and Arby’s). But only Quizno’s matched their 55 minue response time. It took Arby’s almost 11 hours.

Kingwood chamber social Kingwood chamber social Presentation Transcript

  • SOCIAL MEDIA KingwoodLUNCHEON: THE IMPACT Chamber of Commerce OF SOCIAL MEDIA Eric T. Tung, Social Media Consultant, Blogger, Speaker
  • HI, I’M ERIC Eric T. Tung  Social Media Strategy Consultant  Blogger, Speaker, Advocate  Designed First Website @12  First 500,000 Facebook Users  43 rd Most Followed in Houston on Twitter  Forbes Ranked #1 Most Influential Network on Twitter  Top 5% Social Media Freelancers at Elance.com  Kingwood Resident 2 Years!
  • The PotentialGenerated $6.5 millionin sales from twitter in2008-2009 slide 3
  • Has helped over 150,000 customers through twitter, @ComcastCares slide 4
  • Blog for customer interactionresults in 50,000 new product ideas slide 5
  • Ford sent Fiestas sent to top 100 bloggers in Europe for a year: generated 31,000 pieces of content and 60% awareness…before the car was ever sold slide 6
  • Raised $5,000,000from 500,000 donors in 2 days afterHaitian earthquake slide 7
  • Social Networking isHUGE. World Populations China 1,342M India 1,203M 901M USA 313M 300M Indonesia 238M Brazil 196M Pakistan 179M 170M Nigeria 155M Russia 141M slide 8
  • 45B pieces of content shared per month 500B minutes spent on facebook each month 1.5M Local businesses with Facebook pages with 5.3B fans 27M tweets per day, 800% last year 31% of twitter users follow a brand 7.8M+ brand conversations per mont YouTube: 2B videos viewed per day, 200% to LY YouTube: Most-searched website after Google 24 hours of video uploaded every minute95% of companies use Linkedin to findemployees, 50% facebook, 42% twitter 1 in 6 marriages last year were between people who met on social media
  • WHAT DOES THIS MEAN IN KINGWOOD? Kingwood Demographics  Facebook Demographics (77339, 77345, 77346)  Education: Education: 24% college degrees 53.63% college degrees 57% some college 26.64% some college 19% no college education 19.73% no college education  Household Income Average Gross Adjusted 9% <$25K Income: 33% $25k-$50k $69,476 47% $50k-100k Median A ge: 36.5 11% $100k+  A ge: 14% <2450% of All Adults use Social M edia61% of User s under 30 18% 25-3450,000 people in Kingwood Area 22% 35-44 46% 45+
  • slide 11
  • slide 12
  • slide 13
  • ONLINE MARKETING CHANNELSOwned Paid EarnedBrand and Product Internet Social Media Websites Advertising (Pages & Feeds) Mobile Brand and Product Websites PPC – Search Marketing Word of MouthProprietary Mobile Applications Mobile Advertising User Forums Customer Care Services Sponsorships News, PR, Proprietary Announcements Digital Content Paid Applications BloggerProprietary Blogs Relationships
  • ONE MESSAGE BEFORE SOCIAL MEDIA WORD OF MOUTH
  • ONE MESSAGE AFTER SOCIAL MEDIA WORD OF MOUSE
  • PEOPLE ARE TALKING
  • slide 18
  • “Companies can no longer control the message but they can manage the results if they are aware of which channels of communication their audience is using.” – Dragonfly Media slide 19
  • ARE YOU LISTENING? The Greatest Customer Service Story Ever Told, Starring Morton’s Steakhouse http://shankman.com/the-best-customer-service-story-ever-told- starring-mortons-steakhouse/
  • slide 21
  • HOW QUICKLY SHOULD YOU RESPOND?http://www.socialmediaexplorer.com/social-media-marketing/whats-your-social-media-average-response-time/
  • WHAT DO CONSUMERS WANT FROM SOCIAL MEDIA?http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-social-crm-whitepaper.html
  • PERCEPTION GAP = CONSUMERS VS. BUSINESSES
  • WHY SHOULD I BE INVOLVED? Your Customers & Clients will be there Your Prospects will be there Your Partners will be there Your Vendors will be there Your Competitors will be there It’s not expensive – get there first.
  • WHAT SHOULD I DO? Minimum: Register For Your Company .com URL Facebook Fan Page, Twitter Feed Google Places, Yahoo Maps, Yelp, Citysearch Check http://knowem.com/ for Username Search Advanced: Blog: WordPress, Blogger, TypePad YouTube, Flickr, Vimeo LinkedIn Company Profile Pinterest Google+ or Google Merchant Paid Search: “PPC” Google, Bing/Yahoo, Facebook, LinkedIn
  • THANK YOU! Eric T. Tung  Twitter: @EricTTung  Facebook: http://fb.com/EricTTung  LinkedIn: http://linkedin.com/in/EricTTung  Blog: http://www.ericttung.com  Email: Eric@EricTTung.com