Why Social media? Engaging with customers through social media

Why social media?

We now live

“Buzz” word of 2009

A fundamental chang e in the way we communicate

We are social animals after all

to ed te lv vo nica E u om m c

“The re are 1 .5 million busines s searc hes daily on Yo uTube” Starbucks coffee

“2nd most visited destination for business searches, behind Googl e” Google.Google, Forbes, BtoB, June 2009, June 2009

Over 350 million users on Facebook

“If Fa cebook were a t would be the c ountry i worl d’s 4th largest”

15 million active user accounts on Twitter Twitterrati.com 2010

Even the Dalai Lama is on Twitter

“Dell made $3 million (£1,822,716) on Twitter in 18 months”

50 million users on LinkedIn

80% of companies usin LinkedIn as their primar g y tool to find employees

Social media has over t porn as the No.1 activit aken y on the web

“Over 70% of brands w social media presence ith fail to publicise this on their website” Dotcommerce report 2010

Mashable.com 2010- University of Maryland’s Smith School of Business report on small businesses using Social media

Conversation

In an online communication there are no trust markers; body language, voice

Responsiveness is key for Digital communication

Trust is important

As a brand it’s easy to be the 5 0 year old in a night club Flickr photo credit: *saxon*

Mobile media means we are connected all the time

Why do brands use social media? •Engagement with consumers on a non- marketing level • Build a community • Build brand awareness & loyalty • Offer services and knowledge • Customer feedback - measure, assess, evaluate

‣Establish ways to lead online discussions about your key topics ‣Involve customers by asking for their feedback, advice and ideas

“If you don’t like what’s being said, change the conversation” Don Draper - Mad Men

Social media campaign •Involve •Create •Discuss •Promote •Measure

Defining the “R” in ROI for Social media

Defining “R” •Return on Engagement •Return on Participation •Return on Involvement •Return on Attention •Return on Trust

Important to have a success metric before you begin

Without some sort of benchmark, it’s impossible to determine your ROI

Success Metrics (KPIs) •Corporate reputation •Conversations •Site conversions •Customer relationships •Inbound links •Website traffic

Qualitative

Qualitative • Are we currently part of conversations about our product/ service/industry? •How are we currently talked about compared to our competitors? •Build better relationships with key audiences? • Participate in conversations where we hadn’t previously had a voice? • Move from a running monologue to a meaningful dialogue with customers?

Quantitative

Google analytics •Create a segmentation of social traffic •Look at each site individually •Compare increase in social visitors to other online marketing campaigns e.g. PPC •Monitor site goals for social visitors and their behaviour

Brands using social media successfully

The comparethemeerkat campaign is a great example of customer engagement which has seen the site double the number of daily visitors according to Google Trends

• 36,048 Twitter followers • 705,766 Facebook fans • 80% increase in quotes • Cost per acquisition reduced by 73% • comparethemarket.com trafﬁc increase of 100% “Simples”

Content is Not King (Not by itself)

“Buildin g quality content arketing ) is like without (m king Will iam Shak espeare loc rite for h imself” in a room to w xpert Michael Gray, SEO e wolf-howl.com

Are you ready to handle Possible Negative Backlash?

It’s ok to Lose Control

How do you monitor the conversation?

Free tools

socialmention.com

howsociable.com

tweetcloud.com

tweetfeel.com

Twitter search search.twitter.com

Free tools Google Alerts google.com/alerts Technorati technorati.com

Paid tools

Paid tools Radian 6 radian6.com Socialradar socialradar.com

Social PR 1.Elevate the message 2.Inform not persuade 3.Write with balance 4.Include traditional and new media 5.Be informative 6.Provide resources 7.Use available social media to open-up dialogue 8.Listen 9.Converse 10.Learn

PR Newswire Social media metrics: http://www.prnewswire.com Allows PR professionals to monitor, analyse and measure the impact of what is being said about an organisation, brand or spokesperson

PR should embrace social media NOT “hijack it”

You Must Be Willing to Dedicate Time & Energy

Illiya Vjestica kungfudigital www.linkedin.com/in/illiyavjestica www.kungfudigital.co.uk kungfudigtial.posterous.com

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Why Social media? Engaging with customers through social media

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Why Social media? Engaging with customers through social media Presentation Transcript