Are you Social Media ready?


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Presentation done by Jon Keefe of KMP Digitata on the 16th and 17th September for InBlackandWhite's "Social Media and Buzz Monitoring" Seminar.

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Are you Social Media ready?

  1. Why social media?<br />Last December (2008), Dell claimed $1 million in sales that the company could directly attribute to their use of Twitter.<br />Yesterday June 12th 2009, Dell said that the total value of sales attributable to their presence on Twitter – both refurbished equipment as well as new systems – has now exceeded $3 million.<br />Reported by Neville Hobson<br />
  2. Social media vitals<br />Participation and Engagement<br />Conversation and dialogue online<br />Posting and Commenting<br />Feedback and voting<br />Broadcasting and Sharing<br />Applications and Platforms<br />
  3. Corporate vs personal motives<br />Personal social media<br />Customer Service<br />Promotional Messages<br />Community<br />Shareholder Value<br />Transparency<br />Brand Rules<br />Corporate social media<br />Sharing information<br />Reconnecting with friends<br />Watching others<br />Status management<br />Etiquette<br />Deliver business goals<br />Fuel Individual Social Ego<br />
  4. Where to start<br />Three phases of an end to end program:<br /><ul><li> Listening: Discovering real-time, relevant, impactful conversations
  5. Measuring: Monitoring, analyzing and tracking those conversations
  6. Engaging: Active dialog with customers and tracking/ tagging comments for further use</li></li></ul><li>“Whatever your customers are talking about, they are searching for online”<br />which means that <br />“Today’s buzz should be part of your content and metadata...err” <br />
  7. Today!<br />Yikes!<br />Holy Cr*p!<br />OMG!<br />Wooaah!<br />
  8. the real time Social web<br />Are you social media ready?<br />
  9. The Real-time (social) web<br />In May 2009, Marshall Kirkpatrick of RWW identified three forms of value from the Real-Time Web: <br />Ambiance<br />Automation<br />Emergence. <br />
  10. The Real-time social web<br />Ambiance – exposing related and simultaneous events<br />Automation - Beyond RSS, beyond Robin Good’s newsmastering so truly semantic<br />Emergence – Trending topics, keywords or phrases<br />
  11. The Real-time social web<br />Larry Page proclaimed that Google had to do a better job of being real-time.<br />In June, Facebook announced &quot;up-to-the-minute&quot; search results . <br />A new search interface allowing users to search for content from people, organizations, and other public figures as soon as they share it on Facebook. <br />
  12. The Real-time social web<br />In April, FriendFeed focused much more on real-time updates. <br />New advanced filters, made it a lot easier for users to create streams based on keywords, groups, sets of friends and more. <br />
  13. The Real-time social web<br />In August Delicious was re-born as a real-time news tracker.<br />All blogs on the platform and any blogs that opt-in will now make instant updates available to any RSS readers subscribed to a new feature called RSSCloud.<br />
  14. real time Social web trends<br />Are you social media ready?<br />
  15. 4 trends in social media<br />(There’s probably more than four, but you’ve gotta start<br />somewhere!)<br />The Power of Crowds<br />Social Influence Marketing<br />The Transmission Effect<br />All media is social media<br />Source BBAMV<br />
  16. Trend 1: The Power of Crowds<br />Social Media has made it possible for large groups of widely dispersed people to express ideas, vote for an outcome, or simply give something a rating<br />This collective intelligence has been coined ‘the power of crowds’, and the process of harnessing it (crowdsourcing) is on the rise<br />Effective ‘crowdsourcing’ is where there is a collaboration between the crowd and the authority which is mutually beneficial to both parties<br />It can create products / services we want<br />Source BBAMV<br />
  17. Power of Crowds<br />Walkers polled consumers to create the next big flavour<br />Over 1.7 million did us a flavour…<br />Over 1 million votes…<br />Source BBAMV<br />
  18. Trend 2: Social Influence Marketing (SIM)<br />SIM is marketing to the network of peers that may surround and be connected to an influencer a key topic<br />It matters more than ever as consumers are losing faith in large institutions, and instead are turning to each other for advice – Peer influence<br />We’re starting to see that loose ties (like your friendsters on Facebook) are equally as valuable as your strong ties (close friends)<br />Different influencers will matter at different stages of the marketing funnel <br />i.e. MoneySavingExpert influencers are likely to affect your <br /> consideration, whereas friends and family at point of purchase<br />Source BBAMV<br />
  19. Ford found 100 digital influencers to receive a free Fiesta a year in advance<br />Influencers share their experiences in online communities<br />Conversations serve as a CRM tool for to make pre-launch tweaks<br />Source BBAMV<br />
  20. Trend 3: The Transmission Effect<br />The transmission effect is essentially the vast speed with which conversations and content spread everywhere like rapid fire <br />beyond the reach of editorial controls, sites or institutions<br />Twitter in particular has influenced the format for breaking news <br />which is transmitted peer to peer almost instantaneously <br />Brands must keep pace with consumers with a presence at every stage of the conversation<br />With this in mind, brands should be developing their content for multiple platforms<br />
  21. EA games used the transmission effect to their advantage by responding quickly<br />It’s not a glitch. He’s just that good. <br />Over 3 million views on YouTube. <br />Source BBAMV<br />
  22. Trend 4: All media is social media<br />When people have the ability to share and converse in real time, everything becomes social<br />Consider tweeting / blogging a poster, you can make it a point <br /> for conversation, and the poster becomes a social object<br />All together now – every media is social media<br />
  23. Social web strategy<br />Are you social media ready?<br />
  24. Social media strategy planning<br />
  25. 25<br />Listen to the important conversations<br />Source: Flickr- Daystar297<br />
  26. Social media state of mind<br />Implementing and managing social media campaigns requires a certain<br />culture<br />Locate and gather social media champions within your company<br />Give customers a platform to engage with you<br />Be good at listening to customers<br />Accept criticism and respond openly<br />Involve customers in your business<br />Develop a shallow approvals workflow via easy to follow rules<br />Develop rapid delivery processes<br />
  27. Tone<br />Persona<br />Phraseology<br />Brand guidelines for content authors<br />Brand is not just visual<br />
  28. Creating the rules of engagement<br /><ul><li>Moderation of forums and guest comments
  29. Blogpost style and content
  30. Conversational
  31. Signposting links
  32. Commenting
  33. Conversational
  34. Signposting links
  35. Tagging in line with social media trends
  36. Keyword strategy in line with SEO/SEM strategy
  37. Link strategy
  38. Legals</li></li></ul><li>Destination social sites<br />Key contacts /users<br />Social media campaign example<br />Bookmarking<br />Message Focus<br />Destination <br />social sites<br />email<br />Publishing<br />Social Bookmarks<br />Media Sharing<br />Web site<br />Microblogging<br />Media Sharing<br />Own Blog/forum <br />Affil.<br />Forums<br />Links<br />Links<br />Blogs/community sites<br />
  39. Social media Skills and Resource<br />Implementing and managing social media campaigns requires access to <br />Online optimised copywriting<br />Blog posting and commenting<br />Forum engagement<br />Tweets<br />Moderation<br />Forums and 3rd party blog comments<br />Image and media management<br />Cropping etc<br />Video editing<br />Analytics<br />Buzz monitoring<br />Influencer analysis<br />
  40. Social media management<br />An average Engagement Plan on a weekly basis might include:-<br />Research and writing blog posts – 7 hours<br />Commenting and posting on target influencers blogs and forums – 3.5 hours<br />Direct contact with Influencers - 1 hour<br />Forum moderation – 5 hours<br />Facebook Group management – 1 hour<br />Twitter management, managing & seeking followers and tweeting – 2 hours<br />Managing social bookmark profiles e.g. delicious – 2hours<br />Slideshare account management – 2 hours<br />You Tube Channel management – 3 hours<br />
  41. When am I ready?<br />Defined your goals and metrics for success<br />Tuned in to ongoing relevant online dialogue<br />You know your influencers profiles<br />Identified communities with which to engage<br />Have a set of messages to deliver<br />
  42. When am I ready?<br />Internal technology hurdles are overcome<br />Built delivery mechanisms<br />Have access to skills and resource<br />Defined rules for outreach and engagement<br />Put in place analysis mechanisms<br />
  43. The “So What” of social media?<br /><ul><li>The average amount of time per day that UK people spend on has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]
  44. In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]
  45. By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]
  46. The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007] </li></li></ul><li>Thank you, any questions?<br />