Social Media Presentation Ceo Institute

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The Online Circles presentation to the CEO Institute about Social Media and Online Marketing for use in business.

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Social Media Presentation Ceo Institute

  1. 1. <ul><li>SOCIAL MEDIA </li></ul><ul><li>A CEO’S CRASH COURSE </li></ul>
  2. 2. What’s Social Media and buzz?
  3. 3. Social Media – Is it commercially worthwhile? www.theonlinecircle.com
  4. 4. Social Media – Is Commercially Worth? Companies are using social media for: <ul><li>Brand awareness </li></ul><ul><li>Relationship with customers </li></ul><ul><li>News generation </li></ul><ul><li>Influence buy decisions </li></ul><ul><li>Research </li></ul><ul><li>Market Test </li></ul><ul><li>Lowering Costs </li></ul>www.theonlinecircle.com
  5. 5. What’s Social Media and buzz? www.theonlinecircle.com
  6. 6. www.theonlinecircle.com
  7. 7. Are You Helping or Hindering? www.theonlinecircle.com
  8. 8. So, would you like to know the secret? www.theonlinecircle.com
  9. 9. www.theonlinecircle.com
  10. 10. 1. Set clear Goals / Objectives. www.theonlinecircle.com
  11. 11. www.theonlinecircle.com
  12. 12. Source: nielsen-online Decision Making – Information IS available. www.theonlinecircle.com Facebook MySpace How many people 4.9m 1.9m How long /month 3 hrs, 50 mins 55 mins How often 14 + times month 5.6 + times a month Majority Age 25-34 12-17
  13. 13. 3. A clear message / offer. (What do you want them to ‘Take Out’ of your communications (over time)? www.theonlinecircle.com
  14. 14. 4. Monitor. Measure. Refine. Work toward your goals. www.theonlinecircle.com 2005 2009
  15. 15. Some of the more popular applications. What’s Social Media and buzz? www.theonlinecircle.com
  16. 16. What’s Social Media and buzz? www.theonlinecircle.com
  17. 17. What’s Social Media and buzz? www.theonlinecircle.com
  18. 18. What’s Social Media and buzz? www.theonlinecircle.com
  19. 19. What’s Social Media and buzz? www.theonlinecircle.com
  20. 20. What about growth? www.theonlinecircle.com
  21. 21. Okay, the theory makes sense. When should I start? www.theonlinecircle.com
  22. 22. A Petition site. www.theonlinecircle.com
  23. 23. The Petition site had momentum before Cadbury even understood there was an issue. www.theonlinecircle.com
  24. 24. www.theonlinecircle.com
  25. 25. www.theonlinecircle.com
  26. 26. www.theonlinecircle.com
  27. 27. www.theonlinecircle.com
  28. 28. Twitter conversations. www.theonlinecircle.com
  29. 29. Innovative guerilla www.theonlinecircle.com
  30. 30. Google Search Results. www.theonlinecircle.com
  31. 31. www.theonlinecircle.com
  32. 32. Strategies. <ul><li>Provide a resource for factual information. </li></ul><ul><ul><li>A micro site – separate from the main site. Escape strategy </li></ul></ul><ul><li>Generate content of interest to drive awareness and traffic. </li></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>Twitter account and pro-active engagement </li></ul></ul><ul><ul><li>Blog posts and comments </li></ul></ul><ul><li>Engage with influencers at the same level </li></ul><ul><ul><li>Petition </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>www.theonlinecircle.com
  33. 33. www.theonlinecircle.com
  34. 34. I’m ready already! How do I move forward? www.theonlinecircle.com
  35. 35. Just like mainstream Research. Monitor. Learn www.theonlinecircle.com
  36. 36. Just like mainstream <ul><li>Research. Monitor. Learn </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management </li></ul><ul><li>Plan for the future. </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management </li></ul><ul><li>Plan for the future. </li></ul>www.theonlinecircle.com
  37. 37. Listening and monitoring <ul><li>Brand and competitors </li></ul><ul><li>Product types or brands ........x Finance booking hire and leasing </li></ul><ul><li>Topical issues ....... ‘financial year’ </li></ul><ul><li>Events ....... ‘Financial Seminars’ </li></ul><ul><li>Negative keywords – free advice </li></ul>www.theonlinecircle.com
  38. 38. Monitoring – Set Up. <ul><li>Filters: </li></ul><ul><li>Geography </li></ul><ul><li>Language </li></ul><ul><li>Media types </li></ul><ul><ul><li>Blogs. Videos. Images. Mainstream News. Forums. Micro Media. Social Networking. </li></ul></ul><ul><li>Can exclude individual media sources. </li></ul>www.theonlinecircle.com
  39. 39. Monitoring – Ongoing. <ul><li>Automated feeds. </li></ul><ul><li>Manual reviews: </li></ul><ul><ul><li>One by one </li></ul></ul><ul><ul><li>Determine: </li></ul></ul><ul><ul><ul><ul><li>Relevance </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sentiment </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Influence </li></ul></ul></ul></ul><ul><li>Score every relevant feed </li></ul>www.theonlinecircle.com
  40. 40. Strategic uses of Monitoring. <ul><li>Research & understand consumer views </li></ul><ul><li>Example: Opportunity for Genevieve ? </li></ul><ul><li>Create news items, eg. ‘from Mancell’ </li></ul><ul><ul><li>Use information and insights from the monitoring </li></ul></ul>www.theonlinecircle.com
  41. 41. Strategic uses of Monitoring. <ul><li>Create competitive advantage </li></ul><ul><ul><li>Setup tools to analyse competitor’s changes on their website to track new campaigns ads, new products, new contracts, etc. </li></ul></ul><ul><li>Identify online commentators / influencers </li></ul><ul><ul><li>Online influence </li></ul></ul><ul><li>Identify the most effective uses of resource re. who and how to engage </li></ul><ul><ul><li>Too much to do everything! </li></ul></ul>www.theonlinecircle.com
  42. 42. Just like mainstream. <ul><li>Research. Monitor. Learn. </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management. </li></ul><ul><li>Plan for the future. </li></ul>www.theonlinecircle.com
  43. 43. Non-financial impact is not ROI (yet). www.theonlinecircle.com
  44. 44. Step 1: Establish a baseline 8% Y2Y Growth www.theonlinecircle.com
  45. 45. Step 2: Create Activity Timelines www.theonlinecircle.com
  46. 46. Step 3: Follow r elevant metrics www.theonlinecircle.com
  47. 47. Step 4: Monitor broader stats www.theonlinecircle.com
  48. 48. Just like mainstream. <ul><li>Research. Monitor. Learn. </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management. </li></ul><ul><li>Plan for the future. </li></ul>www.theonlinecircle.com
  49. 49. Digital Brand Management <ul><ul><li>It’s all about executing one integrated strategy </li></ul></ul><ul><ul><li>not 100 tactics </li></ul></ul>www.theonlinecircle.com
  50. 50. Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Goal: Sell more product Strategic Objective: Build a Thought Leadership Position Strategy Step1) Build an online presence Step2) Consolidate reputation Step3) Convert Online reputation to commercial value www.theonlinecircle.com
  51. 51. Social Media – An integrated case study FG Roberts – Manufacturer of Gluten Free Products Blog –www.glutenfreehealth.net Online Articles Dedicated YouTube channel Guest writer to nr 1 content website WOM + Advocates -> Commercial Benefit www.theonlinecircle.com
  52. 52. Marketing Oriented Options. Online Articles www.theonlinecircle.com
  53. 53. www.theonlinecircle.com
  54. 54. Social Media – An integrated case study Social Media Matrix www.theonlinecircle.com Tactic / tool Metric Goal Client <ul><li>Social Sites </li></ul><ul><li>Vertical Forums (ex. Brides) </li></ul><ul><li>Restaurant reviews </li></ul><ul><li>Video and Images sharing </li></ul><ul><li>Number of positive </li></ul><ul><li>Comments </li></ul><ul><li>Number of conversations </li></ul><ul><li>Number of Reviews (+/-) </li></ul>X amount of positive conversations about the restaurant per week
  55. 55. Social Media SEO Online Advertising Integrated Strategies www.theonlinecircle.com
  56. 56. Just like mainstream. <ul><li>Research. Monitor. Learn. </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management </li></ul><ul><li>Plan for the future. </li></ul>www.theonlinecircle.com
  57. 57. Monitoring can help mitigate risks. www.theonlinecircle.com
  58. 58. Just like mainstream. <ul><li>Research. Monitor. Learn. </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management </li></ul><ul><li>Plan for the future. </li></ul>www.theonlinecircle.com
  59. 59. Internal Management Considerations www.theonlinecircle.com
  60. 60. Guidelines for your broader community 1 . Employees and others will have a clear idea of the company’s position. 2. Employees will feel empowered that they can leverage their social networks in support of their role, as well as for their professional careers. 3. Companies will be legally protected from the possible misuse and misbehaviour of their employees online. Answer Who’s liable. 4. Companies will appear more innovative, forward thinking and acknowledgeable of how social media has integrated through employees lives and the rest of the world. 5. Employees will have a set of best practices and guidance while they venture into the social media world, so even the beginners have some reference guide to turn to. www.theonlinecircle.com
  61. 61. www.theonlinecircle.com
  62. 62. Just like mainstream <ul><li>Research. Monitor. Learn. </li></ul><ul><li>Plan to succeed. </li></ul><ul><li>Lead the Conversation. </li></ul><ul><li>Mitigate risk. </li></ul><ul><li>Internal management </li></ul><ul><li>Plan for the future. </li></ul>www.theonlinecircle.com
  63. 63. www.theonlinecircle.com
  64. 64. www.theonlinecircle.com
  65. 65. www.theonlinecircle.com
  66. 66. Why Social Media? www.theonlinecircle.com
  67. 67. Things you can do now! Get a domain name that makes sense : Domains are as tricky as they are important. Use a branded email addresses : Think about it like a user. If you’re about to spend $500 on an entertainment system, which contact email do you trust more – seller@sellerdomain.com or [email_address] ? Competent design Create an About Us Page : Include names, faces and personalities of your company. Use your About Page to talk to customers. Include when the company was founded, what you’re an expert in, how excited you are to help them and all the ways they can contact you. If your Web site is the face of your company, the About Page is its heart. And a Contact Page : Include your real business address, telephone, a map, hours, and any other information someone would need to get a hold of you Use customer testimonials : Providing testimonials on your Web site does a couple of things for user trust. First, it helps show customers that you’re safe to do business with and gives them an idea of what they can expect from you. Keep a tidy site List groups you belong to : People trust companies that go out of their way to be part of the community www.theonlinecircle.com
  68. 68. www.theonlinecircle.com www.theonlinecircle.com

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