Social media: In Context for business
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Social media: In Context for business

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  • Some of you may already be using social media in your business, and some of you still might be wondering if it really is relevant. We’re going to have a quick look today at just what social media is in the business context, some up-to-date statistics which highlight their popularity amongst individuals, the pros and cons. We’ve got some case studies to share with you too.
  • Back to basics for a minute. Even if you’re already using social media, it’s useful to remind ourselves of some of the key features of “social networking”.
  • First of all, let’s look at the latest membership and user figures for some of these networks.
  • A quick word on Google +. It’s the newest high profile social network, but not yet ready for business users. It is expected that it will launch its business platform soon and that this could potentially give LinkedIn a run for its money. This is what Google says…
  • Compare
  • A few other interesting facts…
  • Note younger generation.
  • And finally, just look at how popularFacebook is a website.
  • Despite the growth across all demographics, some profiles are not using social media heavily, older age groups for example and B2B – other businesses not use dto using social media in the workplace as a business tool. Ask yourself the question – where are my customers and will they be using any of these?
  • It might be free but your time is more precious. A plan is good and beware the enthusiastic start only for your Facbook Page activity to dry up or your Twitter feed to stop dead. It’s not good for your business image if people come to look and see the last update was a year ago.
  • If you have a small budget and need results quickly, email marketing, online advertising and other marketing campaigns are quicker and easier to measure in terms of financial return. As yourself if it’s the best use of your resources.
  • Trusting employees, not ready to open up to or deal with criticism, employees not ready to be brand advocates. It’s 2 way and should not be used to broadcast without the expectation of response and engagement.
  • Give example
  • Some of you may already be using social media in your business, and some of you still might be wondering if it really is relevant. We’re going to have a quick look today at just what social media is in the business context, some up-to-date statistics which highlight their popularity amongst individuals, the pros and cons. We’ve got some case studies to share with you too.

Social media: In Context for business Social media: In Context for business Presentation Transcript

  • Social Media
    In context for business
    Karen McNulty
    14th September 2011
  • What is “social media”?
    Websites with user generated content:
    Discussion boards
    Tools for customers to upload photos, videos, reviews
    News, status updates
    Usually FREE
  • Social media for business
    Forums
    Podcasts
    Blogs
    ?
  • How popular are they?
    Twitter - 200 million users worldwide
    Facebook - 750 million active users worldwide
    LinkedIn - 120 million users worldwide
    YouTube has more than 300 billion views a day
    Google + already has 20 million users
  • "Right now we're very much focused on optimising for the consumer experience, but we have a great team of engineers building a similarly optimised business experience for Google+,"
    Google's product manager, Christian Oestlien July 2011
  • Aren’t these for young people?
    Over 40% of 55+ social networkers have been registered on the sites for less than two years
    28% of Facebook users are over 55.
  • Where do consumers get information?
  • What is social media good for?
  • Facebook  is  the  second  most  visited  website  in  the  UK  after  Google,  accounting  for  6.89%  of  all  visits  from  UK  internet  users  in  September 2010.
  • Reasons to use social media
  • 1. Low cost
  • 2. Raise your profile with thought leadership and knowledge sharing
  • 3. Improve relationships with your target audience
  • 4. Bring more traffic to your website
  • 5.Monitor and enhance your brand
  • 6. Research
  • Reasons not to use social media
  • 1. Your customers are not using it
  • 2. You don’t have the time or resources to manage social media
    “45% of business using social media do not have social media guidelines”
    Econsultancy Survey 2010
  • Negative feedback
    Brandwatch.com
  • 3. It doesn’t give you the ROI that other marketing activity will
  • 4. Your business culture does not lend itself to social marketing
  • Other potential pitfalls
    Content
    Comments
    Customer service
    Spamming
    Social crisis management
    Time
  • Case Study – good practice
  • Social media success
    Wiggly Wigglers have built their business on social media
    Blog – Used to share gardening tips, events, interesting content and offers, this rural store is very active on its blog.
    Podcasts – Stay tuned to the Wiggly team every Monday on the Wiggly podcast!
  • “With thousands of listeners from all around the world, and over fifty 5-star reviews on iTunes, it seems that our audience enjoys listening to the shows as much as we enjoy making them. Join us every Monday as we cover the environment, wildlife, gardening, farming, biodiversity and the things we can all do to make a difference.”
  • Facebook Group – The Wiggly Facebook group now has over 2000 members.
    Twitter – Heather tweets really often on Twitter about latest offers, free stuff and tips.
    The Wiggly Cinema The Wiggly Cinema is filled with high quality videos about everything gardening with videos on their YouTube channel as well.
  • 3843 followers
    1890 followers
  • Case study – bad practice
  • Habitat
  • Karen Dykes
    Recruitment Partner, Anne Corder Recruitment
  • Our website
    www.annecorder.co.uk
  • Engagement through our website
    • E-newsletters
    • Blogs
    • RSS
    • Podcasting
  • Analytics – know your customers
    in the past 12 months
    • 48,261 total visits
    • 24,194 absolute unique visits
    • 2 minutes 28 seconds average time on site
    • 5.67 pages viewed per visit
  • Aim to increase website traffic
    • Improve website ranking
    • Regular content updates
  • www.twitter.com/ACRPeterborough
    Launched April 2009
    Engaging with job seekers
    • 690 tweets
    • 218 followers
  • http://www.linkedin.com/company/anne-corder-recruitment
    Launched December 2009
    Engaging with business contacts
    • 381 connections across the ACR team of 11 Linked-In users
    • 41 followers
  • Linked-In Groups
  • http://annecorder.blogspot.com
    Launched January 2009
    In the past 12 months
    • Average 2 blog posts per month
    • 593 absolute unique visitors
    • Average time on page: 34 sec
  • http://tiny.cc/ACRfacebook
    Launched March 2010
    To interact primarily with job seekers
    • 47 people ‘like’
    • Articles posted attract up to 300 impressions
  • Cost
    Social Media
    v
    Traditional Print Advertising
  • Time
    • Initial set up
    • Maintenance
    • Training
    • Research
    • Ideas
    • ACR team engagement
  • Return on Investment
    • Clients
    • Competitors
    • Can you afford not to?
  • Measuring ROI for Social Media
  • What are your objectives?
  • Raise awareness
    Engage with customers
    Research
    Sales
    Visits to website…
  • Measurement in Twitter
  • Measurement in Facebook
  • Search
  • Other Tracking
    Addtothis and addtoany
    URL Shorteners
    Google Analytics
    Tagging URLs
    Tweetmeme.com
  • Driving people to your social activity
    Via your website
    Business cards, stationery
    Email signatures
    QR codes
  • What are Q R Codes?
  • http://www.marshallweb.co.uk/jaguar/peterborough/defaultmobile.asp
  • QR codes are measurable too
    Most social media provide analytics for free
    You decide what to measure and select the tools to suit your objectives.
  • Social Media
    In context for business
    Karen McNulty
    14th September 2011