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, ...
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 th...
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 y...
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 aw...
‣Establish ways to lead online
discussions about your key
topics
‣Involve customers by asking
for their feedback, advice a...
“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
•Web...
Qualitative
Qualitative
• Are we currently part of conversations about our product/
service/industry?
•How are we currently talked abo...
Quantitative
Google analytics
•Create a segmentation of social traffic
•Look at each site individually
•Compare increase in social visi...
Brands using social media
      successfully
The comparethemeerkat campaign
  is a great example of customer
 engagement which has seen the
   site double the number o...
• 36,048 Twitter followers
• 705,766 Facebook fans
• 80% increase in quotes
• Cost per acquisition reduced by 73%
• compar...
Content is
  Not King
(Not by itself)
“Buildin g quality   content
                arketing ) is like
   without (m
     king Will iam Shak   espeare
 loc
     ...
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 inform...
PR Newswire

Social media metrics:
http://www.prnewswire.com

Allows PR professionals to monitor,
analyse and measure the ...
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.posterou...
Why Social media? Engaging with customers through social media
Why Social media? Engaging with customers through social media
Why Social media? Engaging with customers through social media
Why Social media? Engaging with customers through social media
Why Social media? Engaging with customers through social media
Why Social media? Engaging with customers through social media
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Why Social media? Engaging with customers through social media

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Slides cover how to engage with customers online looking at how social media as a channel allows businesses to talk to customers in a more personalised way.

Looks at current examples of businesses using social media to add value to their brand and customer experience online, the way social media is impacting the way we communicate to customers.

Also looks at the implications of social media for online PR.

Published in: Technology, Business

Why Social media? Engaging with customers through social media

  1. 1. Why social media?
  2. 2. We now live
  3. 3. “Buzz” word of 2009
  4. 4. A fundamental chang e in the way we communicate
  5. 5. We are social animals after all
  6. 6. to ed te lv vo nica E u om m c
  7. 7. “The re are 1 .5 million busines s searc hes daily on Yo uTube” Starbucks coffee
  8. 8. “2nd most visited destination for business searches, behind Googl e” Google.Google, Forbes, BtoB, June 2009, June 2009
  9. 9. Over 350 million users on Facebook
  10. 10. “If Fa cebook were a t would be the c ountry i worl d’s 4th largest”
  11. 11. 15 million active user accounts on Twitter Twitterrati.com 2010
  12. 12. Even the Dalai Lama is on Twitter
  13. 13. “Dell made $3 million (£1,822,716) on Twitter in 18 months”
  14. 14. 50 million users on LinkedIn
  15. 15. 80% of companies usin LinkedIn as their primar g y tool to find employees
  16. 16. Social media has over t porn as the No.1 activit aken y on the web
  17. 17. “Over 70% of brands w social media presence ith fail to publicise this on their website” Dotcommerce report 2010
  18. 18. Mashable.com 2010- University of Maryland’s Smith School of Business report on small businesses using Social media
  19. 19. Conversation
  20. 20. In an online communication there are no trust markers; body language, voice
  21. 21. Responsiveness is key for Digital communication
  22. 22. Trust is important
  23. 23. As a brand it’s easy to be the 5 0 year old in a night club Flickr photo credit: *saxon*
  24. 24. Mobile media means we are connected all the time
  25. 25. 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
  26. 26. ‣Establish ways to lead online discussions about your key topics ‣Involve customers by asking for their feedback, advice and ideas
  27. 27. “If you don’t like what’s being said, change the conversation” Don Draper - Mad Men
  28. 28. Social media campaign •Involve •Create •Discuss •Promote •Measure
  29. 29. Defining the “R” in ROI for Social media
  30. 30. Defining “R” •Return on Engagement •Return on Participation •Return on Involvement •Return on Attention •Return on Trust
  31. 31. Important to have a success metric before you begin
  32. 32. Without some sort of benchmark, it’s impossible to determine your ROI
  33. 33. Success Metrics (KPIs) •Corporate reputation •Conversations •Site conversions •Customer relationships •Inbound links •Website traffic
  34. 34. Qualitative
  35. 35. 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?
  36. 36. Quantitative
  37. 37. 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
  38. 38. Brands using social media successfully
  39. 39. 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
  40. 40. • 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”
  41. 41. Content is Not King (Not by itself)
  42. 42. “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
  43. 43. Are you ready to handle Possible Negative Backlash?
  44. 44. It’s ok to Lose Control
  45. 45. How do you monitor the conversation?
  46. 46. Free tools
  47. 47. socialmention.com
  48. 48. howsociable.com
  49. 49. tweetcloud.com
  50. 50. tweetfeel.com
  51. 51. Twitter search search.twitter.com
  52. 52. Free tools Google Alerts google.com/alerts Technorati technorati.com
  53. 53. Paid tools
  54. 54. Paid tools Radian 6 radian6.com Socialradar socialradar.com
  55. 55. 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
  56. 56. 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
  57. 57. PR should embrace social media NOT “hijack it”
  58. 58. You Must Be Willing to Dedicate Time & Energy
  59. 59. Illiya Vjestica kungfudigital www.linkedin.com/in/illiyavjestica www.kungfudigital.co.uk kungfudigtial.posterous.com

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