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Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
Social Media Presentation Ceo Institute
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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.

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

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Transcript

  • 1.
    • SOCIAL MEDIA
    • A CEO’S CRASH COURSE
  • 2. What’s Social Media and buzz?
  • 3. Social Media – Is it commercially worthwhile? www.theonlinecircle.com
  • 4. 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
  • 5. What’s Social Media and buzz? www.theonlinecircle.com
  • 6. www.theonlinecircle.com
  • 7. Are You Helping or Hindering? www.theonlinecircle.com
  • 8. So, would you like to know the secret? www.theonlinecircle.com
  • 9. www.theonlinecircle.com
  • 10. 1. Set clear Goals / Objectives. www.theonlinecircle.com
  • 11. www.theonlinecircle.com
  • 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. 3. A clear message / offer. (What do you want them to ‘Take Out’ of your communications (over time)? www.theonlinecircle.com
  • 14. 4. Monitor. Measure. Refine. Work toward your goals. www.theonlinecircle.com 2005 2009
  • 15. Some of the more popular applications. What’s Social Media and buzz? www.theonlinecircle.com
  • 16. What’s Social Media and buzz? www.theonlinecircle.com
  • 17. What’s Social Media and buzz? www.theonlinecircle.com
  • 18. What’s Social Media and buzz? www.theonlinecircle.com
  • 19. What’s Social Media and buzz? www.theonlinecircle.com
  • 20. What about growth? www.theonlinecircle.com
  • 21. Okay, the theory makes sense. When should I start? www.theonlinecircle.com
  • 22. A Petition site. www.theonlinecircle.com
  • 23. The Petition site had momentum before Cadbury even understood there was an issue. www.theonlinecircle.com
  • 24. www.theonlinecircle.com
  • 25. www.theonlinecircle.com
  • 26. www.theonlinecircle.com
  • 27. www.theonlinecircle.com
  • 28. Twitter conversations. www.theonlinecircle.com
  • 29. Innovative guerilla www.theonlinecircle.com
  • 30. Google Search Results. www.theonlinecircle.com
  • 31. www.theonlinecircle.com
  • 32. 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
    www.theonlinecircle.com
  • 33. www.theonlinecircle.com
  • 34. I’m ready already! How do I move forward? www.theonlinecircle.com
  • 35. Just like mainstream Research. Monitor. Learn www.theonlinecircle.com
  • 36. Just like mainstream
    • Research. Monitor. Learn
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management
    • Plan for the future.
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management
    • Plan for the future.
    www.theonlinecircle.com
  • 37. 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
    www.theonlinecircle.com
  • 38. Monitoring – Set Up.
    • Filters:
    • Geography
    • Language
    • Media types
      • Blogs. Videos. Images. Mainstream News. Forums. Micro Media. Social Networking.
    • Can exclude individual media sources.
    www.theonlinecircle.com
  • 39. Monitoring – Ongoing.
    • Automated feeds.
    • Manual reviews:
      • One by one
      • Determine:
          • Relevance
          • Sentiment
          • Influence
    • Score every relevant feed
    www.theonlinecircle.com
  • 40. 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
    www.theonlinecircle.com
  • 41. 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!
    www.theonlinecircle.com
  • 42. Just like mainstream.
    • Research. Monitor. Learn.
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management.
    • Plan for the future.
    www.theonlinecircle.com
  • 43. Non-financial impact is not ROI (yet). www.theonlinecircle.com
  • 44. Step 1: Establish a baseline 8% Y2Y Growth www.theonlinecircle.com
  • 45. Step 2: Create Activity Timelines www.theonlinecircle.com
  • 46. Step 3: Follow r elevant metrics www.theonlinecircle.com
  • 47. Step 4: Monitor broader stats www.theonlinecircle.com
  • 48. Just like mainstream.
    • Research. Monitor. Learn.
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management.
    • Plan for the future.
    www.theonlinecircle.com
  • 49. Digital Brand Management
      • It’s all about executing one integrated strategy
      • not 100 tactics
    www.theonlinecircle.com
  • 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. 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. Marketing Oriented Options. Online Articles www.theonlinecircle.com
  • 53. www.theonlinecircle.com
  • 54. 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
  • 55. Social Media SEO Online Advertising Integrated Strategies www.theonlinecircle.com
  • 56. Just like mainstream.
    • Research. Monitor. Learn.
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management
    • Plan for the future.
    www.theonlinecircle.com
  • 57. Monitoring can help mitigate risks. www.theonlinecircle.com
  • 58. Just like mainstream.
    • Research. Monitor. Learn.
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management
    • Plan for the future.
    www.theonlinecircle.com
  • 59. Internal Management Considerations www.theonlinecircle.com
  • 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. www.theonlinecircle.com
  • 62. Just like mainstream
    • Research. Monitor. Learn.
    • Plan to succeed.
    • Lead the Conversation.
    • Mitigate risk.
    • Internal management
    • Plan for the future.
    www.theonlinecircle.com
  • 63. www.theonlinecircle.com
  • 64. www.theonlinecircle.com
  • 65. www.theonlinecircle.com
  • 66. Why Social Media? www.theonlinecircle.com
  • 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. www.theonlinecircle.com www.theonlinecircle.com

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