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Social media as a business channel

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An introduction to social media for business

An introduction to social media for business

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Transcript

  • 1. Social Media as a business channel – an introduction
    Martin Duys
  • 2. What we’ll talk about today
    What is Social Media?
    Types of Social Media
    Reasons why companies use social media
    Case Studies
    Your projects
  • 3. What is Social Media?
    “Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)”
    - source (Wikipedia)
  • 4. What is social media
    Platforms for creating, sharing and having conversations between individuals online
  • 5. Types of Social Media
    Social Networks
    Facebook, LinkedIn, MySpace
    Blogging
    Wikis
    Wikipedia
    Podcasts
    Forums
    Content Communities
    Flickr, YouTube
    Microblogging
    Twitter
    Social Bookmarking
    Delicious, stumbledupon, Digg
  • 6.
  • 7. Characteristics of social media
    Participation
    Openness
    Conversation
    Community
    Connectedness
    Authenticity
    Sharing
  • 8.
  • 9. Gift Economy
    Not unique to Social Media
    Trust
    Sharing
    Barter
    Co-creation
  • 10. Commercial Economy
    Driven by business imperatives
    Profit motive
    Control
    Segment and understand segments
  • 11. The attention economy
    Source: Norman Lear Centre
  • 12. Attention Economy
    People have the same amount of time that have always had but
    Many more channels through which they can engage, so
    Primarily about ENTERTAINMENT
  • 13. Reasons why companies use social media
  • 14. Business objectives valued by companies
    Source: eConsultancy
  • 15. Business Objectives targett by social media campaigns
    Source: eConsultancy
  • 16. social media channels businesses are using
  • 17.
  • 18. Tactics for using social media in business
    You have to go to where the people are
    You have to listen to them
    You have to interact with them
    You have to entertain them
    You have to ‘give’ them something
  • 19.
  • 20. Case Studies
    Nestle and Greenpeace
    iBurst
  • 21. Nestle
    Greenpeace uses Social Media to pressurise Nestle into dropping palm oil suppliers
    creates a fake KitKat add and posts it to YouTube
    encourages supporters to join Nestle facebook page anddemand change
    Nestle responds
    First badly and then with great aplomb
  • 22.
  • 23. Campaign Page
  • 24. Nestle facebook page
  • 25. iBurst Social Media for CRM
    iBurst uses social media to manage its damaged reputation
  • 26. iBurst Social Media for CRM
    Company was growing extremely quickly
    Perfect storm of problematic new billing system, and technical issues resulted in a swamped call centre
    Customers took to consumer watchdog sites
  • 27. iBurst
    Brought in Sentient
    Rules of engagement
    Moved from significantly negative sentiment to slightly negative in 3 months
  • 28. iBurst
  • 29. iBurst
  • 30. Thank you!
    Martin Duys
    martinduys@gmail.com
    @martinduys