Your SlideShare is downloading. ×
0
Sue Anstiss
November 2010
Step into Social Media
• Quick bit about you...
• Your experience of social media?
• What you’d like from today?
First newspaper
published
Computer
19701752 1916 1930’s 2010
TVRadio
The old communication model
was a monologue.
3000
The average person is exposed to
advertising
messages/day
The new communication model
is a dialogue.
Social media...
People using tools
(like blogs and video)
& sites
(like Facebook and Flickr)
to share content
and have con...
Social media is not a strategy or a
tactic – it’s simply a channel.
Social media is a
conversation online.
Look who’s talking:
o your customers
o your employees
o your investors
o your criti...
How can Social Media be
used?
• Generating sales leads
• Product development
• Customer support
• Internal knowledge
• Mar...
Why
should
we care
BECAUSE 2/3 OF THE GLOBAL INTERNET
POPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
Photo b...
BECAUSE VISITING SOCIAL SITES IS
NOW THE 4th MOST POPULAR ONLINE
ACTIVITY – AHEAD OF PERSONAL EMAIL
Nielsen, Global Faces ...
but
does Social Media
work?
o 91% say consumer reviews are their top aid to buying decisions
o 87% trust a friend’s recommendation over critic’s revie...
Selectives
Mavens
Butterflies
Wallflowers
Engagement dbase July 2009 – Top100 Brands
Wetpaint & Allimeter
Engagement correlates with performance
But how do we
get started?
10 Keys
to Social Media
success
1. Experiment with social media
• Experiment personally
before professionally
• Try a variety of social
media tools
• Be y...
2. Have a strategy
Photo by Utne.com
HOPE IS NOT A
STRATEGY.
1. Discovery – explore what’s out there
2. Strategy – opportunities & objectives
3. Skills – identify internal resources &...
3. Listen
o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
o Google your company
name...
o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right
away
5. Give
generously
o Don’t be afraid to share
o Make your content easy
to share
o Think like a contributor &
not a marketer
Relinquish
control
social > media
H i n t : S h a r e s o m e s t u f f .
o Don't shout
Don't broadcast
Don’t brag
o Speak like yourself
o Personify your
brand
o Don’t try to delete or
remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
e...
o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships
so they’re ready...
o Get buy in from the organisation
o Convince senior team that
social media is relevant to you
o ‘Divide and conquer’ with...
10. Measure
results
www.google.com/analytics
Free analytics to measure success
Facebook offers unique analytics
Standard Reporting
Standard Impression, Clicks,
Video Plays
Facebook Enhanced Reporting
E...
Paid for analysis
Level 3Level 1 Level 2
Questions
so far
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o ...
57%
have
joined
a social
network
500 million users
100+ million mobile
WORLDWIDE
Over 24 million users
11+ million daily
UK STATS
o Fastest growing social network
o 24 million members in UK
o Powerful tools to engage and
understand your audience
o Your homepage on Facebook
o Messages, photos, videos, events
o Interact with users
o Fans see your page updates in
newsf...
Photos Events Video Comments Groups Messages Pages Applications
o Facebook ads give you the ability to advertise
directly to specific demographic groups
o Location
o Age
o Sex
o Keywords (appear in your
users profile)
o Education
o Workplace
o Relationship status
o Relations...
o Facebook Insights provides information about
your ad campaign
o Use this information improve your campaign
Make you website more social by integrating with Facebook
Add the ‘like button’ to your
website and emails
1. Create a page to promote your brand
2. Attract more fans with a contest
3. Encourage a discussion and participate frequ...
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Sp...
Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
1. Instructional
2. Meet the team
3. Behind the scenes
4. Events
5. Testimonials
6. Entertain
83% have watched video clips
Using YouTube for business
10 great ideas!
o Showcase events
o Meet people
o Behind the scenes
shots
o Run competitions
o Reveal new products
o Encourage customers
t...
4,000,000,000
The number of photos archived on Flickr.com
- October 2009
200,000,000
blogs
1. Transparent
2. Relevant
3. Be active
4. Engage in dialogue
5. Lots of links
Source: Universal McCann Comparative Study on Social Media Trends April 2008
73%
of active online users have read a blog
o Personal broadcast
system
o Marketing, public relations
and customer service
o Give your brand a voice
within the commun...
1,105% year on year growth
Nearly 75 million people visited the
Twitter site in January 2010…
1.2 billion Tweets – in January 2010
tools
Who I follow…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
...
DON’T…
1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useles...
Geo-location services
Branded geo-location services
o Share locations
o Reward attendance
o Leave
recommendations
o Link to other people
Some things to do
IF YOUR PRODUCT IS RUBBISH,
SOCIAL MEDIA WON’T FIX IT.
Photo by arlen at Flickr.com
HOWEVER, IF YOUR CUSTOMER
SERVICE IS RUBBISH, SOCIAL MEDIA
CAN HELP
IF YOUR COMPANY’S WORD OF MOUTH IS
RUBBISH, SOCIAL MEDIA CAN HELP
NEVER
FORGET
THE
BASIC
RULES
o Experiment with social media
o Make a plan (& plan your content!)
o Listen
o Be transparent & honest
o Share your conten...
“Marketing”
“Advertising”
“Public Relations”
“Social Media Marketing”
Testing the Methodology
“White Christmas”
Some reading material...
Sue Anstiss
01628 630363
sue@promotepr.com
@sueanstiss
http://uk.linkedin.com/in/sueanstiss
www.promotepr.com
Grateful tha...
o Fastest ever growing online
viral video campaign
o 6.7 million views after 24
hours,
o 23 million views after 36
hours
o...
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Step Into Social Media  Nov 2010
Upcoming SlideShare
Loading in...5
×

Step Into Social Media Nov 2010

433

Published on

An introduction to social media

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
433
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Research shows that on average person is subject to some 3,000 essentially random pitches per day.Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.”
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Here are a couple of sites that demonstrate this clearly! But just type in a few brand names to Twitter Raptor of Googleblogsearch and you will soon see what people are saying
  • The key is to share a lot and when you think you have then share some more.That might be on your site or on Facebook etc
  • Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control.
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • 83% of those using the internet have watched video clips
  • 83% of those using the internet have watched video clips
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Transcript of "Step Into Social Media Nov 2010"

    1. 1. Sue Anstiss November 2010 Step into Social Media
    2. 2. • Quick bit about you... • Your experience of social media? • What you’d like from today?
    3. 3. First newspaper published Computer 19701752 1916 1930’s 2010 TVRadio
    4. 4. The old communication model was a monologue.
    5. 5. 3000 The average person is exposed to advertising messages/day
    6. 6. The new communication model is a dialogue.
    7. 7. Social media... People using tools (like blogs and video) & sites (like Facebook and Flickr) to share content and have conversations online.
    8. 8. Social media is not a strategy or a tactic – it’s simply a channel.
    9. 9. Social media is a conversation online. Look who’s talking: o your customers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
    10. 10. How can Social Media be used? • Generating sales leads • Product development • Customer support • Internal knowledge • Market & customer feedback • Rapid sharing • Executive leadership & visibility • Branding It’s not just marketing…
    11. 11. Why should we care
    12. 12. BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
    13. 13. BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAIL Nielsen, Global Faces & Networked Places, 2009
    14. 14. but does Social Media work?
    15. 15. o 91% say consumer reviews are their top aid to buying decisions o 87% trust a friend’s recommendation over critic’s review o People are 3 times more likely to trust peer opinions over advertising for purchasing decisions * Slide courtesy of Digital Influence Group
    16. 16. Selectives Mavens Butterflies Wallflowers Engagement dbase July 2009 – Top100 Brands Wetpaint & Allimeter
    17. 17. Engagement correlates with performance
    18. 18. But how do we get started?
    19. 19. 10 Keys to Social Media success
    20. 20. 1. Experiment with social media • Experiment personally before professionally • Try a variety of social media tools • Be yourself, make some friends, and share
    21. 21. 2. Have a strategy
    22. 22. Photo by Utne.com HOPE IS NOT A STRATEGY.
    23. 23. 1. Discovery – explore what’s out there 2. Strategy – opportunities & objectives 3. Skills – identify internal resources & gaps 4. Execution – tools & process 5. Maintenance – monitor, measure & adapt Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
    24. 24. 3. Listen
    25. 25. o Find where your audience is participating and indentify the influencers o Read industry blogs o Google your company name & your competition o Use free tools that can help you listen
    26. 26. o Avoid puffery o Avoid evasion and lying o Admit your mistakes right away
    27. 27. 5. Give generously
    28. 28. o Don’t be afraid to share o Make your content easy to share o Think like a contributor & not a marketer
    29. 29. Relinquish control
    30. 30. social > media H i n t : S h a r e s o m e s t u f f .
    31. 31. o Don't shout Don't broadcast Don’t brag o Speak like yourself o Personify your brand
    32. 32. o Don’t try to delete or remove criticism o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and solution
    33. 33. o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
    34. 34. o Get buy in from the organisation o Convince senior team that social media is relevant to you o ‘Divide and conquer’ within your team o Recruit more help if needed
    35. 35. 10. Measure results
    36. 36. www.google.com/analytics
    37. 37. Free analytics to measure success
    38. 38. Facebook offers unique analytics Standard Reporting Standard Impression, Clicks, Video Plays Facebook Enhanced Reporting Engagement report Lexicon measures ‘buzz’ and sentiment on Facebook Page report Pulse Data reports the interests of your fans
    39. 39. Paid for analysis Level 3Level 1 Level 2
    40. 40. Questions so far
    41. 41. o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Podcasts o RSS feeds
    42. 42. 57% have joined a social network
    43. 43. 500 million users 100+ million mobile WORLDWIDE
    44. 44. Over 24 million users 11+ million daily UK STATS
    45. 45. o Fastest growing social network o 24 million members in UK o Powerful tools to engage and understand your audience
    46. 46. o Your homepage on Facebook o Messages, photos, videos, events o Interact with users o Fans see your page updates in newsfeed
    47. 47. Photos Events Video Comments Groups Messages Pages Applications
    48. 48. o Facebook ads give you the ability to advertise directly to specific demographic groups
    49. 49. o Location o Age o Sex o Keywords (appear in your users profile) o Education o Workplace o Relationship status o Relationship interests o Languages
    50. 50. o Facebook Insights provides information about your ad campaign o Use this information improve your campaign
    51. 51. Make you website more social by integrating with Facebook
    52. 52. Add the ‘like button’ to your website and emails
    53. 53. 1. Create a page to promote your brand 2. Attract more fans with a contest 3. Encourage a discussion and participate frequently 4. Share and add value for your fans 5. Have a clear plan for content
    54. 54. 1. Create a page and fail to maintain it 2. Use hard sell approach & talk too much about yourself 3. Censor comments 4. Spam fans with too frequent messages 5. Believe that ‘if you build it they will come’
    55. 55. Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
    56. 56. 1. Instructional 2. Meet the team 3. Behind the scenes 4. Events 5. Testimonials 6. Entertain
    57. 57. 83% have watched video clips
    58. 58. Using YouTube for business 10 great ideas!
    59. 59. o Showcase events o Meet people o Behind the scenes shots o Run competitions o Reveal new products o Encourage customers to share
    60. 60. 4,000,000,000 The number of photos archived on Flickr.com - October 2009
    61. 61. 200,000,000 blogs
    62. 62. 1. Transparent 2. Relevant 3. Be active 4. Engage in dialogue 5. Lots of links
    63. 63. Source: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
    64. 64. o Personal broadcast system o Marketing, public relations and customer service o Give your brand a voice within the community o Share timely information o Personify your brand
    65. 65. 1,105% year on year growth
    66. 66. Nearly 75 million people visited the Twitter site in January 2010…
    67. 67. 1.2 billion Tweets – in January 2010
    68. 68. tools
    69. 69. Who I follow…
    70. 70. 1. Find and share useful content 2. Pose questions and reply to others 3. Keep it fun - put a friendly face on your brand 4. Use a photo and keep your bio complete & updated 5. Know what people are saying about your brand
    71. 71. DON’T… 1. Sound like a press release – you’re in a social space 2. Spam with constant links to your website 3. Post useless information – who cares what you had for lunch 4. Worry that you don’t have many followers… it takes time 5. Follow thousands of people just to get more followers
    72. 72. Geo-location services
    73. 73. Branded geo-location services
    74. 74. o Share locations o Reward attendance o Leave recommendations o Link to other people
    75. 75. Some things to do
    76. 76. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
    77. 77. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
    78. 78. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
    79. 79. NEVER FORGET THE BASIC RULES
    80. 80. o Experiment with social media o Make a plan (& plan your content!) o Listen o Be transparent & honest o Share your content o Act like a person o See criticism as an opportunity o Be proactive o Accept you can’t do it all yourself o Measure your results
    81. 81. “Marketing”
    82. 82. “Advertising”
    83. 83. “Public Relations”
    84. 84. “Social Media Marketing”
    85. 85. Testing the Methodology
    86. 86. “White Christmas”
    87. 87. Some reading material...
    88. 88. Sue Anstiss 01628 630363 sue@promotepr.com @sueanstiss http://uk.linkedin.com/in/sueanstiss www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com
    89. 89. o Fastest ever growing online viral video campaign o 6.7 million views after 24 hours, o 23 million views after 36 hours o Isaiah Mustafa replied to 186 online comments and questions o Sales increased by 107%
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×