Social Media Presentation Ceo Institute

SOCIAL MEDIA

A CEO’S CRASH COURSE

What’s Social Media and buzz?

Social Media – Is it commercially worthwhile? www.theonlinecircle.com

Social Media – Is Commercially Worth? Companies are using social media for:

Brand awareness

Relationship with customers

News generation

Influence buy decisions

Research

Market Test

Lowering Costs

www.theonlinecircle.com

What’s Social Media and buzz? www.theonlinecircle.com

Are You Helping or Hindering? www.theonlinecircle.com

So, would you like to know the secret? www.theonlinecircle.com

1. Set clear Goals / Objectives. www.theonlinecircle.com

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

3. A clear message / offer. (What do you want them to ‘Take Out’ of your communications (over time)? www.theonlinecircle.com

4. Monitor. Measure. Refine. Work toward your goals. www.theonlinecircle.com 2005 2009

Some of the more popular applications. What’s Social Media and buzz? www.theonlinecircle.com

What’s Social Media and buzz? www.theonlinecircle.com

What about growth? www.theonlinecircle.com

Okay, the theory makes sense. When should I start? www.theonlinecircle.com

A Petition site. www.theonlinecircle.com

The Petition site had momentum before Cadbury even understood there was an issue. www.theonlinecircle.com

Twitter conversations. www.theonlinecircle.com

Innovative guerilla www.theonlinecircle.com

Google Search Results. www.theonlinecircle.com

Strategies.

Provide a resource for factual information.

A micro site – separate from the main site. Escape strategy

Generate content of interest to drive awareness and traffic.

Webcasts

Twitter account and pro-active engagement

Blog posts and comments

Engage with influencers at the same level

Petition

Facebook

I’m ready already! How do I move forward? www.theonlinecircle.com

Just like mainstream Research. Monitor. Learn www.theonlinecircle.com

Just like mainstream

Research. Monitor. Learn

Plan to succeed.

Lead the Conversation.

Mitigate risk.

Internal management

Plan for the future.

Plan to succeed.

Mitigate risk.

Internal management

Listening and monitoring

Brand and competitors

Product types or brands ........x Finance booking hire and leasing

Topical issues ....... ‘financial year’

Events ....... ‘Financial Seminars’

Negative keywords – free advice

Monitoring – Set Up.

Filters:

Geography

Language

Media types

Blogs. Videos. Images. Mainstream News. Forums. Micro Media. Social Networking.

Can exclude individual media sources.

Monitoring – Ongoing.

Automated feeds.

Manual reviews:

One by one

Determine:

Relevance

Sentiment

Influence

Score every relevant feed

Strategic uses of Monitoring.

Research & understand consumer views

Example: Opportunity for Genevieve ?

Create news items, eg. ‘from Mancell’

Use information and insights from the monitoring

Strategic uses of Monitoring.

Create competitive advantage

Setup tools to analyse competitor’s changes on their website to track new campaigns ads, new products, new contracts, etc.

Identify online commentators / influencers

Online influence

Identify the most effective uses of resource re. who and how to engage

Too much to do everything!

Just like mainstream.

Research. Monitor. Learn.

Plan to succeed.

Mitigate risk.

Internal management.

Non-financial impact is not ROI (yet). www.theonlinecircle.com

Step 1: Establish a baseline 8% Y2Y Growth www.theonlinecircle.com

Step 2: Create Activity Timelines www.theonlinecircle.com

Step 3: Follow r elevant metrics www.theonlinecircle.com

Step 4: Monitor broader stats www.theonlinecircle.com

Plan to succeed.

Mitigate risk.

Internal management.

Digital Brand Management

It’s all about executing one integrated strategy

not 100 tactics

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

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

Marketing Oriented Options. Online Articles www.theonlinecircle.com

Social Media – An integrated case study Social Media Matrix www.theonlinecircle.com Tactic / tool Metric Goal Client

Social Sites

Vertical Forums (ex. Brides)

Restaurant reviews

Video and Images sharing

Number of positive

Comments

Number of conversations

Number of Reviews (+/-)

X amount of positive conversations about the restaurant per week

Social Media SEO Online Advertising Integrated Strategies www.theonlinecircle.com

Plan to succeed.

Mitigate risk.

Internal management

Monitoring can help mitigate risks. www.theonlinecircle.com

Plan to succeed.

Mitigate risk.

Internal management

Internal Management Considerations www.theonlinecircle.com

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

Just like mainstream

Plan to succeed.

Mitigate risk.

Internal management

Why Social Media? www.theonlinecircle.com

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

www.theonlinecircle.com www.theonlinecircle.com