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Intro to social media  aug2011
 

Intro to social media aug2011

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align social media with your overall business needs, goals and your customers' needs

align social media with your overall business needs, goals and your customers' needs

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  • Taking the time to plan is critical. Many companies assume they can pursue a trial and error approach and quickly get discouraged due to a lack of planning. It is critical to align social media with your business goals and your overall marketing, sales or customer service plans. Metrics are the key to proving any kind of ROI. Your metrics must be aligned with your goals. This is not easy. One way to define them is to create use cases about how you will use social media and brainstorm the metrics for social media success. An editorial calendar is necessary to align social media efforts with other corporate events (i.e., conferences, announcements, product launches, training, etc.). The calendar will help define what content is needed for what channel – and the resources necessary to fulfill. Content is the core asset and is important to repurpose as much as you can! A white paper can be turned into a blog series or a ppt for slideshare or a Q&A with your community on LinkedIn or Facebook. Webinars should be tweeted and annnounced on LinkedIn. Companies have told me that they have seen a spike in webinar attendance when they have announced them on both Twitter and LinkedIn. Resources – this is the BIGGEST challenge. 70% of businesses claim this is their biggest challenge (followed by metrics and simple lack of knowledge on how to get started) Your people are your resources. Of course, you can also outsource your social media. Many companies engage their PR or advertising firms to assist. Whomever is participating in your social efforts, must be aligned with your voice and your persona. There are tools that can help with planning and managing your social updates (TweetDeck, HootSuite). Now, assuming you ’ve overcome these small and large challenges, the key is to LISTEN to your customers. They are talking about you and will engage. You will need to determine how you respond to negative comments (this should be part of your policy if you choose to have one). The benefit is that the information you will gain is real time. There are many tools that can help (Radian6, Visible Technologies, Open Amplify)
  • What do you want to be known for? How do you want to be seen? How do you want your employees to participate? What is your corporate culture? Do you need social media guidelines for your employees? Is they required if you are in a regulated industry?
  • Success will be driven by the metrics you ’ve defined and the effort you put into social media. These are some examples of the different types of metrics being used. If you use Social Media for lead generation, tracking conversion rates from leads gained through twitter or linkedin will be critical. Lead gen may also be associated with customer visits to the website or specific pages on the site. Is engagement increasing? Are customers spending more time with the right content? Brand affinity is still the most easily measured, but the numbers do not tell the whole story. A fan may not necessarily be influential. It may be more important to understand how many times a fan or follower shares your content or if your share of voice on a core topic is greater than your competitors.
  • This was not due to any engagement with MAD Perspectives, but is an excellent example of a integrated marketing plan driving increased awareness of EMC ’s launch of over 40 new storage products back in January. By driving early speculation about what they were up to; engaging influential online voices and creating a very engaging facebook game, they increased visibility and awareness dramatically.
  • Alignment throughout the development of a strategy and plan is a must – from defining your customers, their needs and the most relevant content and platforms to defining your voice and being consistent and persistent. Building a plan that makes sense and is measurable. Listening to your customers and ENGAGING. And adapting as you go.
  • Alignment throughout the development of a strategy and plan is a must – from defining your customers, their needs and the most relevant content and platforms to defining your voice and being consistent and persistent. Building a plan that makes sense and is measurable. Listening to your customers and ENGAGING. And adapting as you go.

Intro to social media  aug2011 Intro to social media aug2011 Presentation Transcript

  • Jump In – The Social Media Pool is Fine! Peggy Dau [email_address]
  • What is it?
    • Social Media is a communications medium using online networks of consumers and businesses. It provides and requires a higher degree of user interaction, than existing online and offline marketing solutions.
  • Why do I care? Source: B2Bonline, eMarketer 86% of B2B Companies use Social Media Thought Leadership 60% Generate Leads 49% Customer Feedback 46%
  • There are MANY options!
  • Challenges `
  • Getting Started ` WHO? C-level Executives Business leaders IT Management R&D Sales Consumer WHY? Overviews Trends Insight Statistics Education/Training Technical Comparisons Pricing HOW? Offline Online Live On-demand 1-1 1-Many WHERE? Facebook Twitter LinkedIn YouTube SlideShare Website Newsletter Etc.
  • What ’s Your Persona? `
  • What Networks Should We Use? 19% 20% 13% 26% Most used Most important for outreach 67% 71% 72% 71%
  • How will you know you are successful?
  • Successful EMC Product Launch
  • Keys to Success
    • Align
    • Plan
    • Listen
    • Adapt
  •