Engaging with people in social media

Engaging with people in social mediaWhy people do not want to Like you on Facebook, followyou on Twitter or read your blog.Matt Rhodes, Director of Strategy13th September 2011@FreshNetworks 1 www.freshnetworks.com

What social media isn’t Another comms channel An easy way to engage people A replacement for advertising A way to magically get people to do things for you 2 www.freshnetworks.com

What social media isSocial media is a set of tools that enable people to share stuff online.• There are many sites and networks that use social media tools.• People use tools depending on their motivations.• For a brand, choosing the right tools to engage with is paramount. 3 www.freshnetworks.com

Let’s look at a case study www.freshnetworks.com www.freshnetworks.com

Say hello to Mary 5 www.freshnetworks.com

Mary has two children, and a husband 6 www.freshnetworks.com

And a busy life Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 7 www.freshnetworks.com

She keeps up with her friends on Facebook Mary Mary 8 www.freshnetworks.com

Always uses Tripadvisor to plan holidays 9 www.freshnetworks.com

And trains with friends from Runner’s World 10 www.freshnetworks.com

Now say hello to Jack 11 www.freshnetworks.com

Jack works for a large FMCG company 12 www.freshnetworks.com

And wants to sell more boxes of cereal 13 www.freshnetworks.com

To people like Mary 14 www.freshnetworks.com

He sees a presentation about social media 15 www.freshnetworks.com

And has a great idea 16 www.freshnetworks.com

He’ll get Mary to Like his brand on Facebook 17 www.freshnetworks.com

And follow his brand on Twitter 18 www.freshnetworks.com

And read his brand’s blog 19 www.freshnetworks.com

‘Cos then she’ll buy lots of cereal 20 www.freshnetworks.com

Which will make Jack happy (and rich!) 21 www.freshnetworks.com

Or will she…? 22 www.freshnetworks.com

The anwer is… Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 23 www.freshnetworks.com

Because Mary has a busy life Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 24 www.freshnetworks.com

Uses Facebook just to keep up with friends Mary Mary 25 www.freshnetworks.com

Really doesn’t care about Twitter 26 www.freshnetworks.com

And has no reason to follow Jack’s brand 27 www.freshnetworks.com

So Jack’s idea is not a great one 28 www.freshnetworks.com

What can we learn from this? www.freshnetworks.com www.freshnetworks.com

Social media is not just another channel 30 www.freshnetworks.com

People won’t just Like you on Facebook 31 www.freshnetworks.com

Or follow you on Twitter 32 www.freshnetworks.com

Or read your blog 33 www.freshnetworks.com

Because it’s not just about what Jack wants 34 www.freshnetworks.com

It’s equally about what Mary wants too. 35 www.freshnetworks.com

http://www.freshnetworks.com	2789
http://www.scoop.it	444
http://www.futurelab.net	289
http://www.business2community.com	151
http://paper.li	54
http://www.twylah.com	45
http://retailomania.blogspot.com	16
http://feeds2.feedburner.com	7
http://www.linkedin.com	6
http://www.viadeo.com	4
http://twitter.com	4
http://translate.googleusercontent.com	4
http://futurelab.net	3
http://retailomania.blogspot.se	3
http://tweetree.com	2
http://www.jatinmahindra.com	1

Engaging with people in social media

by FreshNetworks on Sep 13, 2011

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Engaging with people in social media — Presentation Transcript