Social Media in Business

Using Social Media in Business
(In plain English)
Rob Wilmot
26thJan 2010

So what’s all this fuss about Social Media then?

Social Media Marketing - The benefits
Acquire new customers
Drive more traffic to your web presence
Build trust-based relationships
Engage in the Social Media discourse
Establish a dialogue and a following
Communicate your values
Mitigate negative PR
Build and enhance expert reputation
Become an authority in your sector
Do more business
Extend and build your brand

Social Media Marketing - The Tipping Point
Rage Against the Machine beat X-Factor Joe to Christmas number one
on back of a Facebook and Twitter Campaign
Facebook received more site visits than Google on Christmas Eve and
Christmas Day (source Hitwise)
Pepsi pull TV adverts from Super Bowl in favour of online Social Media
campaign
Barack Obama credits Social Media as a pivotal tool in his presidential
campaign

Social Media Marketing – So many tool and sites – So much noise!

Social Media Marketing – How do I protect my brand in all this?
There are hundreds of social networking sites and tools and one of them
is going to be the next Facebook or Twitter.
It’s like 1995 again when companies were thinking ‘should I buy the
web address / domain name for my company?
Use a tool like to protect your name or brand http://knowem.com
Follow the trends and join in when you’re ready

Social Media is conversational media: How people use Social Networking

Social Media Marketing -The Social TechnographicsTM Ladder
Social Technographics
classifies people according to how the use social technologies.
Forrester can quantify the number of online consumers
Within these groups using our consumer surveys.
Image Credit - Forrester ‘Groundswell’

Social Media Marketing - Consumer Profile Tool
Credit Forrester http://www.forrester.com/Groundswell/profile_tool.html UK - based on 1999 data

Social Media Marketing - B2B Profile Tool
Credit Forester http://www.forrester.com/Groundswell/b2b_profile_tool.html UK based on 1999 data

Demographics and size of opportunity

Social Media Marketing - Social Networking in the UK
Source Hitwise http://hitwise.com/

Social Media Marketing - Social Network Ranking in the UK
Facebook
YouTube
Blogger
13. Twitter
Source Alexa http://www.alexa.com/topsites/countries/GB

Social Media Marketing - Twitter
Twitter’s UK sees a massive increase through 2008/09

Twitter’s UK traffic trebles in a month
source Hitwise http://hitwise.com/

Unique Visitors to Twitter.com by Age Demographic – Jan 2010
source: Google Ad Planner, 01/2010

Twitter users are twice as likely to review or rate products online (24% vs. 12%), visit company profiles (20% vs. 11%) and click on advertisements or sponsors (20% vs.9%) as those who only belong to traditional social networking websites like Facebook and MySpace. The data suggests that Twitter users uniquely demonstrate higher engagement with brands, not just with “tweets” they post.
Source Interpret LLC
http://interpretllc.com/

Social Media Marketing - Facebook
Facebook age distribution in the UK
source: Facebook 01/2010

Social Media Marketing - Facebook
Facebook relationship status in the UK
source: Facebook, 01/2010

Crowd power and the new economy

Social Media Marketing - Crowds and the new economy
By the end of 2010 Gen Y (born 1974-1980)will outnumber Baby Boomers
96% of the have joined a social network
78% of consumers trust peer recommendations whilst only 14%
trust advertisements
The fastest growing segment on Facebook is 55-65 year-old females
There are 200,000,000 blogs online
80% of Twitter usage is on mobile devices. People update anywhere,
anytime. Imagine what that means if the update is about an instance of poor
customer service or slamming product review.
A group of individuals working together on Facebook and Twitter can
beat the mass media spending power of established traditional media
(Rage Against the Machine beat X-Factor Joe to Christmas number one)

Social Media Marketing - The Traditional Marketing Funnel
Buyers
Eyeballs
AwarenessConsideration Preference Action Loyalty
Concept Credit - Forrester ‘Groundswell’

Social Media Marketing - Social Media Marketing Funnel
Awareness Consideration Preference Action Loyalty
Competitive alternatives
Peer reviews
Buyers
Eyeballs
Contributors
User-generated content
Recommendations from friends
Marketing Funnel x Social Media = Crowd Power
Concept Credit - Forrester ‘Groundswell’

Social Media Marketing - You want to avoid this…
Critics
Spectators
Creator
Your Brand
Image Credit Jean-Leon Gerome Pollice Verso

Social Media Marketing - You want to achieve this…
Critics
Your Brand
Creator
Spectators

Social Media Marketing - Etiquette
Build trust-based relationships
Talk about and comment on the sector you service. Don’t just sell, sell, sell
Listen to and read other’s blogs and comment on them
Listen more than you speak
Don’t spam
Don’t say or do anything you wouldn’t normally do in public
Be nice / diplomatic (even if your instinct is not to be)
Don’t be taunted or engage is arguments - there are no winners

Building a brand community:Dell case study

Social Media Marketing - Dell Case Study
Coupons: Dell distributes valuable discount coupons through Twitter
and Facebook
Customer Service: Dell answers questions and solves problems
by engaging with their audience
Crowdsourcing: Dell crowdsource their Twitter and Facebook
networks for ideas on products, services, processes, and anything
related to making their consumers satisfied
Network: Dell brilliantly and seamlessly integrate their Twitter
network of followers with their Facebook fans for their Facebook
company page. They convert many Twitter followers to Facebook
fans and vice-versa

Agility and Immediacy:
Moonfruit case study

Social Media
Campaign: To celebrate 10 years in business Moonfruit launched a one off
7 day Social Media campaign to give away 10 MacBook laptops for the most
creative Tweets which included the hash tag #Moonfruit
Network: The campaign crossed over to Flickr and YouTube with thousands
of pictures and Videos being created and all interlinking and cross promoting
the campaign
PR Success: Became top trending topic on Twitter. Mass amount worldwide
media coverage off and online.
Increased following: Twitter followers increased from 2,000 to 23,000

Getting it wrong damages brands:Habitat case study

Social Media Marketing - Habitat getting it wrong
Habitat marketing staff used
unsuitable # tags including the
name of the opposition candidate
in the Iran Election #MOUSAVI and
others such as # iPhone
Habitat wereslated by the social
media community and the media

Measuring Return on Investment

Social Media Marketing - Measuring Quantitative Return on investment
Tracking conversions
Choose
your channels
Build campaign
URLs with unique
tags
Set objectives and define goals
Share and
distribute
Links
Learn from
insights and adjust approach
Track measure and review analytics

Social Media Marketing - Measuring Qualitative Return on InvestmentThe importance of Sentiment

Social Media Marketing - Rapid measuring return on Investment empowers agility and immediacy
Conventional Marketing (big ideas, big bang launch, big budgets)
Social Media Marketing (micro strategies, big insights, rapid iterations)

Search Marketing and Social Media are happy bed fellows

Social Media Marketing - Added value of SEO
Quality back links
You have control
Cost and effort saving

Social Media Marketing - Some final thoughts
Social Media isn’t…
A magic solution to try when all other marketing is failing.
Social Media is..
A powerful additional channel to be joined up with your traditional marketing
and PR approach… But can also be a powerful, disruptive one off tool.
New economy - same rules
Social Media is a channel which adheres to the same common sense rules
as your traditional press, media, and web channels.
Listen and join in…
The real power comes in that it is a discourse a two way conversation. If
done right you get to build a trust relationship with you customers and
they extend you reach into their personal social networks.
Get it wrong and a brand/reputation can be easily damaged.

Thank you for your time today

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Social Media in Business

by Quba Digital on Feb 15, 2010

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