Social media: In Context for businessPresentation 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
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
Karen Dykes Recruitment Partner, Anne Corder Recruitment
Our website www.annecorder.co.uk
Engagement through our website
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
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
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
Initial set up
ACR team engagement
Return on Investment
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
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