• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Ceramic Tile Distributors Association Social Media
 

Ceramic Tile Distributors Association Social Media

on

  • 1,205 views

A presentation I gave to the Ceramic Tile Distributors Association on the basics of social media

A presentation I gave to the Ceramic Tile Distributors Association on the basics of social media

Statistics

Views

Total Views
1,205
Views on SlideShare
1,200
Embed Views
5

Actions

Likes
2
Downloads
18
Comments
0

2 Embeds 5

http://www.linkedin.com 4
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Ceramic Tile Distributors Association Social Media Ceramic Tile Distributors Association Social Media Presentation Transcript

    • HARNESSING THE POWER OF SOCIAL MEDIA JEFF RISLEY VP, PR & SOCIAL MEDIA
    • Can you harness the power of social media? Should you? 2
    • 1) Engagement 2) Tools 3
    • Conversations that build relationships between companies and stakeholders. 4
    • Conversations that build relationships between companies and stakeholders. 5
    • Conversations that build relationships between companies and stakeholders. 6
    • Conversations that build relationships between companies and stakeholders. 7
    • 8
    • CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 9
    • CONTENT & CONVERSATION 10
    • “...I'd like to build the shower base with complimenting ceramic tile, but I'm not sure how to do this properly.” 11
    • CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 12
    • MASS CORPORATE NICHE SOCIAL NETWORKS 13
    • 14
    • CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 15
    • MEDIA SHARING 16
    • 3 Step Social Media Strategy 18
    • LISTEN & LEARN PLAN ENGAGE 19
    • Step 1: Listen & Learn • Find conversations currently taking place about your company and category • Quantitative analysis • Qualitative analysis 20
    • VIDEO Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe BLOGS/ BOARDS Boardreader, Google alerts, Live, Technorati, Icerocket TWITTER Twemes, Tweetscan, Dittes, Telewebber, Terraminds DIY SERVICES
    • http://mashable.com/2008/08/20/tiger-woods-walk-on-water/
    • Step 2: Plan • Social media policy 24
    • 25
    • Step 2: Plan • Social media policy • Monitoring plan 26
    • Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 ©SPIRAL 16 LLC 27
    • Step 2: Plan • Social media policy • Monitoring plan • Response plan 28
    • Do Nothing Credibility Influence Engage Velocity Fix Facts Relevance Reach Rectify 29
    • Step 2: Plan • Social media policy • Monitoring plan • Response plan • Engagement plan 30
    • Strategic Questions 1. What are the attitudes of key stakeholders about the importance of social media? 2. Audit findings • What is your target audience doing in social media? • What are competitors doing in social media? 3. What topics are relevant to your target audience? • Product? Offers? Promotions? Brand? 4. How will we measure results? 31
    • Step 3: Engage 32
    • Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 33
    • Online reviews 34
    • Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 35
    • • Most early adopters generating 5% of leads through social media • 35% expect social media leads to increase by 1%-5% over next 12 months • Joining/participating in industry groups (25%) • Starting conversations on industry topics (25%) • Answering questions on industry topics (23%) “The Social Strategy for Driving Demand,” DemandGen, June 2009 36
    • Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 37
    • Build-A-Bear Workshop “The good news is that shortly after posting my piece I heard from Dave Finnegan, Build-A-Bear’s "Chief InBearmation Officer."Monitoringexecutive story • Kitschy caught blog designations aside, you’ve got ZDNET.com (1.4M by on visitors be impressed to monthly) about a company that responds so quickly, directly, privacy practices and receptively to criticism; Iitam, to other • In one day, spread anyway.” traffic sites The high (BoingBoing.net; Consumerist) • Sent a response directly to Denise Howell, high profile attorney/tech blogger • Outreach resulted in a positive follow-up blog post 38
    • Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 4. Create community to educate about your products and services 39
    • 40
    • Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 4. Create community to educate about your products and services 5. Identify influencers; energize their w.o.m. 41
    • Free Float Night • Twitter outreach • “Sonic” was the #2 trend on Twitter; Approx. 8,000 Tweets in 24-hour period • 5 million floats; double 2007 • June evening sales increased • Increased awareness of Sonic as “late-night destination” 42
    • “You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.” Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy 43
    • jrisley@barkleyus.com twitter.com/risleyranch risleyranch.blogs.com delicious.com/risleyranch THANK YOU! JEFF RISLEY VP, PR & SOCIAL MEDIA