Social communications the myths and realities


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Presentation given at The Business Show, London November 22nd, 2012

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Social communications the myths and realities

  1. 1. Social Communications:The Myths and Realities
  2. 2. There is a lot of noise around social media...
  3. 3. Some of it is even true...
  4. 4. I’m going to try and avoid the usual clichés
  5. 5. So, we’re not going to talk about experts
  6. 6. We’re not going to talk about theory
  7. 7. We’re not going to talk about tricks
  8. 8. Corporate social media myths 1. Social media will expose us to negativity 2. We should buy it or outsource it 3. Social is a departmental focus 4. Senior executives can’t use social media 5. Social media is a waste of time 6. Social media is free 7. Social media can’t be measured 8. Social media will replace traditional media 9. We have a social profile/blog, it’s covered
  9. 9. We’re going to focus on socialcommunications for SMEs – removing themyths and helping with the realities
  10. 10. I know this isn’t a perfect world
  11. 11. I know budget is tight
  12. 12. I know social media isn’t your biggest priority
  13. 13. I know you are short on time...
  14. 14. But making time to develop your socialapproach will bring benefits....
  15. 15. Harvard Business Review analytic servicesreport - The New Conversation: Taking SocialMedia from Talk to Action* • Three-quarters (75%) of companies do not know where their most valuable customers are talking about them • Nearly one-third (31%) do not measure the effectiveness of social media • Less than one-quarter (23%) are using social media analytics tools • A fraction (7%) are integrating social media into marketing activities * 2,100 organisations surveyed
  16. 16. Of the 2100 organisations surveyed, 79% were using social media channels Top 5 benefits of social media according to the research:1. Increased awareness of the organisation2. Increased traffic to website3. More favourable perceptions of the brand4. Ability to monitor conversations about the organisation5. Increase in new business
  17. 17. So how can social communications help you? • Concentrate on your customer’s need • This need is not motivated by being a fan or friend of your organisation Here’s the truth: Potential customers will only engage with your organisation if they see value in the connection
  18. 18. Focus on the needs of the social customer “Social communications should be focused on bringing the social customer into the business. It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business.” Mitch Lieberman
  19. 19. So stop trying to talk at your customers andstart listening to them
  20. 20. Don’t leave conversations with your customersand potential investors to chance
  21. 21. To engage with the Social Customer, weneed:
  22. 22. As with all good plans it has 4 stages
  23. 23. Listen: to customers and community.Understand issues and identify needs • Review your digital / social infrastructure: Audit website, SEO, social channels • Social media monitoring: introduce/review tools
  24. 24. Who should be part of the social team? Ideally those with: • Passion for the product • Knowledge of the theories of social communication • Experience of the social tools If not available: focus on people that have passion for your product/service • Train them to understand social • Social team represented by sales, marketing, customer services, HR, R&D, management, etc
  25. 25. How much resource should I put into this? Allocate resource relevant to your digital footprint and potential customer base: • a training budget to get your people up to speed (short term cost / long term gain) • develop a communications plan: get experienced help • develop social guidelines: to confirm who communicates on your behalf, how they communicate, the tone and objectives
  26. 26. Capture: feed your new team with actionabledata • Data is the fuel that drives the social campaign: the quality of the fuel will dictate the effectiveness of the process • Data capture: website analytics and data captured from customer interactions and the wider community • Data analysis: understanding the data is essential. Too much could choke the process. Too little could starve you of any useful insight
  27. 27. Learn: feed learnings into the organisation • Internal communication of findings: share data with relevant department/individuals • Measurement: Set your objectives, find metrics to measure and evolve • Business-wide social strategy: (the ultimate goal) Turn social communications into an opportunity to build customer engagement and drive value
  28. 28. Engage: be relevant and useful. Engagement isan opportunity to build a conversation • Use your social media guidelines: not an onerous book of dictations, but a guide for your organisation • Content development: This is your social currency. Quality wins over quantity every time • Social tool / profile management: Tone, frequency and response essential
  29. 29. Social tools • Social network profiles: focus on the networks most relevant to your sector • Social media monitoring tools allow you to identify your community and track conversations • Use a mixture of paid and free tools e.g. Radian6, Brandwatch, Engage Sciences and UberVU to get the full picture
  30. 30. Summary: forget the myths • Don’t assume your social communications are being taken care of - you will regret it • Select your social team on the grounds of product passion and social skills. Train them! • Use your budget in the right places: training, planning, tools and measurement
  31. 31. Summary: focus on the realities for yourorganisation • Get involved, experiment and don’t be afraid to make mistakes that you will learn from • Set your objectives, measure objectives and evolve based on the outcomes
  32. 32. Further reading • Social Media ROI - Olivier Blanchard (The Brand Builder) • Me and my web shadow – how to manage your reputation online - Antony Mayfield • Harvard Business Review analytic services report - The New Conversation: Taking Social Media from Talk to Action • Social Comms For Start-Ups - The Myths And Realities (TechCrunch) •Defining and developing Social CRM (Liberate Media whitepaper)
  33. 33. Lloyd GoftonManaging Directorlloyd@liberatemedia.com07919