5 Reasons You Should Avoid Social Media
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Not everybody should have contact with other. 5 Reasons You Should Avoid Social Media covers 5 postures that should be avoided through social media engagement. It serves as a great catalyst for conversation and helps organizations to rethink their potentially silo'd approach to social strategy.
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5 Reasons You Should Avoid Social Media
- 1. 5 Reasons You Should Avoid Social Media Scott Eggert
- 2. Scott Eggert @MarketSmall Co-founder at ClickSpring (@ClickSpring) A Sacramento based digital agency specializing in developing and deploying social and digital communications campaigns. Vice President and Director of Partnerships Sacramento Chapter of the Social Media Club (@SMCSAC) A club dedicated to elevating the conversation around the professional use of social media throughout the Sacramento Area
- 3. MY GOALS FOR THIS PRESENTATION Learn something new about social media Get Inspired to reconsider existing ideas about marketing Ask a question about social media Submit your questions during the presentation @MarketSmall on Twitter 916-213-8995 via text
- 4. WHAT TO EXPECT DURING THIS PRESENTATION Clarity about multiple uses for social media Emerging trends and future technologies An appreciation for the use of social media as a transparent and collaborative communications platform.
- 5. #1. YOU THINK IT’S ALL ABOUT YOU Is social media an effective marketing tool? Why do customers connect with brands online? - Information about your products - Industry relevant resources - May actually be excited about your brand or products 78 % of consumers that trust peer recommendations 14 % of consumers that trust advertising What category should your messaging fall into?
- 6. #2. YOU ARE NOT A GOOD LISTENER 25% of search results for the top 20 brands are to user generated content Dell had a hands off approach to blogs as the phrase “Dell Hell” and “Dell Sucks” became top brand search results Who is listening online? Whole Foods, Comcast, Dell, Constant Contact App developers
- 7. #3. YOU’RE NOT SO BIG ON SALES 51 % of customer likely to purchase from a company they connect with on Twitter 31 % more interested in companies that communicate via Facebook 31 % more likely to follow a company that a friend is following 53 % more likely recommend a company after connecting on Twitter 32 % of Twitter users that make product recommendations 54 % comment on Facebook regarding purchases
- 8. #4. YOU HATE CUSTOMER SUPPORT How can social media be leveraged for customer service? - Customers tweet companies directly - Customers tweet about company or product categories Learn from your listening campaign about what customers are looking for, complaining about, or enjoying. Let them know you are listening
- 9. #5. YOU DON’T PLAY WELL WITH OTHERS Collaboration is increasingly one of the most important skills required for success in the workplace as well as the marketplace Crowdsourcing technologies are revolutionizing the speed and accuracy at which things are accomplished Where can you collaborate? In House Vendors Market Partners
- 10. TO BE OR NOT TO BE? Would you rather… have no presence at all, or have a presence that does more harm than good? Neither is an option in 2011
- 11. EMERGING TRENDS Everything is social Reading Watching TV Public Speaking Communications channels are being blurred; the enterprise is coming to the consumer IP Communications once reserved for large Businesses are now in our homes Unified messaging platforms are similarly now becoming available to the general public
- 12. SO NOW YOU KNOW… Social media is not a passing fad, just for fun, or waste of time Social media is useful for more than marketing. Sales Marketing Customer Support Listening Collaboration
- 13. QUESTIONS? Scott Eggert ClickSpring.co @MarketSmall on Twitter Scott@ClickSpring.co
Editor's Notes
- CLICKLearn something new about social mediaCLICKGet Inspired to reconsider existing paradigms in your businessCLICKAsk a question about social mediaCLICKSubmit your questions during the presentation @MarketSmall on Twitter 916-213-8995 via textNEXT SLIDE
- Clarity about other uses for social mediaIts not just Farmville and Mafia Wars or Charlie Sheen and Justin Bieber.CLICKClearer ideas about the emerging utility of social technologiesNot, what is the next Facebook, think how can my business be more like Facebook?CLICKAn appreciation for the use of social media as a transparent and collaborative communications platformI want you to begin to grasp social media as a platform for more than marketing or sharing photos with your mother. I’d like for you to dream about how it can help you conduct research, recruit employees, create with others, and engage in the lives of your customers in a whole new way.On to the TOP 5 REASONS YOU SHOULD AVOID SOCIAL MEDIA
- You Think It’s All About YouDid you know that social media is a marketing tool? Duh?CLICKIt is, just not for the reasons that you thought… Social Media is a viral in that it can efficiently connect your brand to your customer base and then on to their personal networks. However… The top 3 reasons that people will connect with you online:CLICK -Information about your productsCLICK -Industry relevant resourcesCLICK -May actually be excited about your brand or products (your brand may reinforces a sense of community identity; religious affiliation, location, small group, ethnicity, taste, etc.) JUST DO NOT MISTAKE ALL OF THESE REASONS FOR THE LAST ONECLICK7814CLICK 78 % of consumers that trust peer recommendations% of consumers that trust advertisingYour presence in social media can earn you the right to participate in the lives of your customers and to provide you the opportunity to be better connected to their personal networks. CLICKWhat category should your message fall in to?
- Listening campaigns
- CLICK x7Their first year on Twitter (3 years ago) Dell reported sales of 4 million dollars directly as a result of their discount deals offered exclusively through Twitter. Over ½ of the sales were for other higher margin merchandise on Dell.com, not the deals that drove the traffic.
- How can Social Media be leveraged for customer service?CLICKCustomers tweet companies directlyCLICK- Customers tweet about company or product categoriesWholefoods maintains accounts for:1 corporate account12 regional/ metro area accounts264 individual store accountsBut did you know about?3 topical accounts: Cheese, wine, and RecipesEven 1 for Nor Cal Moms – Women who work for WholeFoods and are also mothersCLICKLearn from your listening campaign about what customers are looking for, complaining about, or enjoying.NCCCA Only- Peer to peer support enabling high frequency issues to be dealt with by the customer community can be a powerful tool. Such customer support communities should be monitored and participated in by company customer support representatives. This can take place in space built by the company as well as in through active participation in online forums managed by others. Do not let your customer service issues fester in a vacuum. What we are talking about here is Customer Support POWERED by social technologies (not on social networks)
- Collaboration is increasingly one of the most important skills required for success in the workplace as well as the marketplaceCLICKCrowdsourcing technologies are revolutionizing the speed and accuracy at which things are accomplishedWikipedia?CLICKWhere can you collaborate?CLICKInternal departments can produce better products or client satisfaction processesCLICKVendors can allow for proactive problem solving and cost controls throughout your supply chainCLICKCollaboration with - Market Partners can send a message to your customers that you are engaged with others in your industry or marketplace in order to create better solutions. You may also find that it connects to you other networks. NOT ON SLIDESocial technologies power the platforms for transparent and collaborative efforts that result in increased participation and revenues. They contribute to an open mindset that betters the organization as a whole while supporting the efforts and contributions of the individual.
- Is it worse to have no presence at all, or to have a presence that does more harm than good?CLICKNeither is an option for businesses in 2011. You have to have a social media presence on a bare minimum of Twitter and Facebook. Your presence must be active. It doesn’t have to be super-strong or really large, but it has to be there. It must be maintained properly. Going without is a huge mistake. Doing it wrong can be even worse.
- Everything is Social-Reading The Kindle app and device by Amazon and it’s competitors from Apple and Barnes and Noble will soon allow you to exchange notes from your reading. (you can already see the most often highlighted sections as you read) How would you like to hear what your friend was thinking as he/ she read a particular part of a book? What about the author? What about your favorite celebrity? The book club could become the next social network. - Watching TV Google TV, Apple TV, Boxee, and Roku are the current competitors in the web to TV race. Coming to a head soon will be who can create value for the TV watching experience. Beyond simply delivering content via the web, companies will begin innovating over how to socialize the TV viewing experience. - Learning Conferences, trade shows, classes, and seminars are all being delivered online. Even this presentation is a wifi connection away from being streamed live to the internet. What happens when the speaker can get immediate feedback or questions from viewers inside or outside of the room? What happens to the viewers retention of information once they have begun to questions, interact with, or share parts of a presentation? Communications Channels are being blurred; Enterprise level solutions are now being offered to home ownersFor Example: IP communications that emerged in the late 90’s are now installed in homes by AT&T, Comcast, and Vonage. What about a Magic Jack for $40 dollars including equipment for your first year? Skype allows families to communicate with soldiers at war overseas for virtually free.Unified messaging, also once reserved for the enterprise is not virtually free from Google Voice.Communications may begin with a Tweet, then a chat session or IM. Next an email or phone call and hopefully a resolution. CRM and customer service platforms need to continue to evolve to accommodate these complexities. Customers do not expect this to be their problem. They want to be able to contact companies in their time, at their convenience.
- CLICKSocial media is not a passing fadCLICKSocial media is useful for more than marketingCLICK