Ceramic Tile Distributors Association Social Media

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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

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  • 1. HARNESSING THE POWER OF SOCIAL MEDIA JEFF RISLEY VP, PR & SOCIAL MEDIA
  • 2. Can you harness the power of social media? Should you? 2
  • 3. 1) Engagement 2) Tools 3
  • 4. Conversations that build relationships between companies and stakeholders. 4
  • 5. Conversations that build relationships between companies and stakeholders. 5
  • 6. Conversations that build relationships between companies and stakeholders. 6
  • 7. Conversations that build relationships between companies and stakeholders. 7
  • 8. 8
  • 9. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 9
  • 10. CONTENT & CONVERSATION 10
  • 11. “...I'd like to build the shower base with complimenting ceramic tile, but I'm not sure how to do this properly.” 11
  • 12. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 12
  • 13. MASS CORPORATE NICHE SOCIAL NETWORKS 13
  • 14. 14
  • 15. CONTENT & CONVERSATION MEDIA SOCIAL SHARING NETWORKS 15
  • 16. MEDIA SHARING 16
  • 17. 3 Step Social Media Strategy 18
  • 18. LISTEN & LEARN PLAN ENGAGE 19
  • 19. Step 1: Listen & Learn • Find conversations currently taking place about your company and category • Quantitative analysis • Qualitative analysis 20
  • 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
  • 21. http://mashable.com/2008/08/20/tiger-woods-walk-on-water/
  • 22. Step 2: Plan • Social media policy 24
  • 23. 25
  • 24. Step 2: Plan • Social media policy • Monitoring plan 26
  • 25. Spark Social Media Monitoring, Analysis & Metrics 6.4.2009 ©SPIRAL 16 LLC 27
  • 26. Step 2: Plan • Social media policy • Monitoring plan • Response plan 28
  • 27. Do Nothing Credibility Influence Engage Velocity Fix Facts Relevance Reach Rectify 29
  • 28. Step 2: Plan • Social media policy • Monitoring plan • Response plan • Engagement plan 30
  • 29. 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
  • 30. Step 3: Engage 32
  • 31. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 33
  • 32. Online reviews 34
  • 33. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 35
  • 34. • 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
  • 35. Step 3: Engage Engagement Strategies: 1. Learn from customers and consumers 2. Generate leads 3. Engage dissatisfied customers and consumers 37
  • 36. 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
  • 37. 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
  • 38. 40
  • 39. 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
  • 40. 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
  • 41. “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
  • 42. jrisley@barkleyus.com twitter.com/risleyranch risleyranch.blogs.com delicious.com/risleyranch THANK YOU! JEFF RISLEY VP, PR & SOCIAL MEDIA