Social Media Breakfast Briefing at the DBA Nov 09

An introduction to Social Media

We’ve seen a big behaviour change

People have more control over what they read, watch, digest ...

... and connect where and when they want

Business and personal lives are interlinked

People are less trusting of marketing and pr ...

... and rely more on the recommendations of others

People have more power and social media has helped them get it

What is Social Media ?

A rose by any other name ...

Social media Web 2.0 Social business Social media marketing Enterprise 2.0

They’re all the same thing ...

... it’s about people having conversations, connecting and engaging online

A fundamental shift from traditional marketing methods ...

... of ‘speaking at’ your audience ...

... to speaking with them

It allows you to engage with people ...

... and allows them to engage with you ...

... which encourages participation ...

... and creates community

There is also a karmic quality to it

Showing how well you treat customers and clients encourages loyalty

Which turns your community into brand advocates and creates WOM

A recommendation from a friend would make 71% more comfortable with a product or service - more so than their own past experience (63%) and advertising (15%) MediaLab

? How can it help your business

Raise awareness and establish credibility ...

... by showing that you know what you’re talking about ...

... you can establish yourself as a thought leader ...

... which gets people talking about you positively

It can also connect you to key inﬂuencers who can help to build your brand

Monitor and manage reputation ...

... by ﬁnding out what people are saying about your brand online ...

... you can engage with those making positive comments ...

... and respond positively to negative comments

You can also monitor what’s being said about your competitors ...

... and clients/ potential clients

Monitoring tools also allow you to track trends ...

... and observe what’s being talked about in real time

New business generation

By establishing your credibility in your specialist area ...

... you can become the ‘go to’ person when people are looking for your service

But ...

NEVER SELL

It’s not a place for selling. It’s a place for connecting and engaging

Social media users are a savvy lot ...

... and will see through any crafty selling tactics ...

... which will only damage your brand

Grow Communities

Communities can be very powerful ...

... as well as being advocates ...

... they are a fantastic source of information ...

... listen to them, learn from what they’re saying ...

... and make the most of crowd sourcing

Strengthen your PR activity

Any PR strategy should integrate both online and ofﬂine ...

... and social media helps by boosting the spread of news ...

... and increasing your reach dramatically ...

Greatly improve your search engine optimisation

The more relevant links to your site, the higher Google will rank you...

... using social media creates a greater number of links to your site ...

... this is boosted further if you include keywords in your sm strategy ...

The Tools

Social Widgets Networking Chat Blogging Rooms Social Media Micro Forums Platforms Blogging Podcasts RSS Photo Video Sharing Sharing

over 50 million members in over 200 countries and territories around the world

A new member joins LinkedIn approximately every second

Executives from all Fortune 500 companies are LinkedIn members

Many employers use Linked In as their primary recruitment tool

More than 300 million active users

50% of active users log onto Facebook every day

The fastest growing demographic is 35 years and older

If Facebook were a country it would be the 8th most populated place in the world, just ahead of Japan

Great example of communication being about a dialogue, not a monologue

Powerful way of establishing yourself as an inﬂuencer and thought leader in your industry

Allows you to share news, opinion and advice with your community and allows them to engage with you

RSS and email allows subscribers to the blog to receive updates as they happen

The growth rate of Twitter users from January to February 2009: 1382%

The average number of tweets per day: 3,000,000

A powerful networking tool that allows you to engage with inﬂuencers and people in your network in real time

Who’s using Twitter ?

How do you get started ?

Don’t Dive In!!!

Make sure you’re ready for it

Accept you can’t control the conversation

Understand that it’s far more than a simple marketing or pr tool. It’s a new way of communicating

Commit to the long term

Be prepared for the good and bad

Be prepared to listen

Allow it to grow organically and be open to wherever it takes you

Ensure you have the internal resource to support it

Getting started

Develop your strategy. What are your objectives? What do you want to achieve? How you will measure it.

Find where your audience is and be there

Who should be responsible internally? Ensure they understand what’s expected

It can be addictive, so decide how much time is acceptable and stick to it

Listen and engage with your community. It’s a dialogue, not a monologue

Encourage sharing ... this is what helps build your community and increase awareness

Be real and authentic ... people connect with people so let your brand personality shine through

Social media isn’t a quick ﬁx. It’s a marathon not a sprint

To sum it all up then

Social media has brought about a fundamental shift in how we communicate and it’s here to stay

Many inﬂuencers and people you want to connect with are using it ...

... and if you’re not engaging with them, others will

You might want to get onboard

Gemma Went Red Cube Marketing 020 7993 4998 gemma@redcubemarketing.com redcubemarketing.com twitter.com/gemmawent linkedin.com/in/gemmawent facebook.com/gemmawent

Credits Imagery from www.sxc.hu Facts, stats and info (with thanks) from: Marta Kaga, Time Magazine, Universal McCann Nielsen Global Faces & Networked Places, 2009 Mark Zuckerberg, January 7, 2009 Neville Hobson, October 2009 The Marketeer November 2009 Media Lab November 2009

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Social Media Breakfast Briefing at the DBA Nov 09

by Gemma Went on Nov 10, 2009

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Social Media Breakfast Briefing at the DBA Nov 09 — Presentation Transcript