Social networking


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The slides from my presentation given on 29 July 2010 to an audience of 25 clients and contacts and the IOD Bristol. Find out more at

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Social networking

  1. 1. Social Networking for Business Success<br />Richard Dennys<br />Principal Consultant<br />Digital Divinity Liimited<br /><br />Tel +44 (0) 843 289 5 389<br />@digitaldivinity<br />
  2. 2. What is Social Media Marketing?<br />“Social media marketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix—advertising, personal selling, public relations, publicity, direct marketing, and sales promotion—to produce a customer focused message.”<br /><br />
  3. 3.
  4. 4. Hierarchy of Needs and Social Media<br />Maslow’s Hierarchy of Needs:<br />Social Media<br />
  5. 5. Social Networking Statistics<br />
  6. 6. Social Media in the UK 2010<br />ClickLink<br />
  7. 7. The Ups and Downs of Social Networking around the world<br />
  8. 8. Top Five Social Networks by Country<br />
  9. 9. Time spent on Facebook in June 2009 and 2010 by Country<br />
  10. 10. Why is it important?<br />
  11. 11. Why is it important?<br />Interests offline resonate further online, trends on the web bubble into real life, and mobile technology makes it vast and instant; essentially, social media is now always in the mix and brands have to engage with this new reality.<br />It’s not a question of whether social media is right for your idea. <br />It’s a question of which social media platforms are right for you and then employing the right approach for your brand in that medium.<br />
  12. 12. Why is it important?<br />
  13. 13. Brand and Reputation<br />
  14. 14. Brand and Reputation<br />
  15. 15. The Power of Recommendation, Advocation and Testimonial<br />That’s great, I have more trust and respect for that person<br />Recipient<br />Please have some valuable knowledge, to help you and make me look good<br />Advocate<br />It didn’t work, your advocation was false, I trust and like you less<br />
  16. 16. How does it work?<br />
  17. 17. How does it work?<br />There are numerous Social Networking services to register with and use, usually for free (providers make their money generally through advertising, or perhaps by providing certain features to premium users)<br />They provide us with a virtual map of the real world social web, allowing us to connect and communicate with different groups of people on different levels, from family and friends to complete strangers.<br />Understanding privacy concerns is extremely important, therefore.<br />Nowadays, it is very simple to register and begin using these services, but to understand how to make best use of them in a business and marketing context, takes some experience.<br />
  18. 18. How does it work?<br />Lighting the Bonfire..<br />In order to get the viral message moving, mainly focus on collaborative content. <br />Very similar to the school playground!<br />Comedy Photos and Videos<br />Informative Diagrams<br />Jaw Droppers / No Ways<br />Schadenfreud<br />Free stuff<br />ORIGINAL breaking news<br />
  19. 19. A basic understanding of Facebook and Twitter in a Business context<br />
  20. 20. Facebook<br />1. Register<br />Personal Profile...<br />...vs. Creating a Page<br />
  21. 21. Facebook<br />2. Create/Edit your Page profile<br />Do you want to connect your Twitter account, or simply use a Twitter client instead?<br />Consider what information you put down carefully. It can always be changed at a later date but, generally, less is more to begin with.<br />To add more administrators, etc. click on ‘Edit Page’ below the profile photo<br />The whole process (sign up and basic profile creation) should take no more than 10 minutes<br />
  22. 22. Facebook<br />3. Use it!<br />Firstly, as a quick way of gaining fans use the ‘suggest to friends’ tool <br />Provide interesting, meaningful posts with a suitable frequency.<br />Try to encourage activity amongst fans - don’t simply talk at them!<br />Would creating an event be worthwhile? <br />
  23. 23. Facebook Fan page back end management<br />
  24. 24. Twitter<br />1. Register<br />The sign-up process takes a couple of minutes max.<br />
  25. 25. Twitter Overview<br />Essentially a global, public chatroom, allowing you to update followers with information and follow others, limited to 140 characters per update.<br />#hashtags<br /><br />URL shorteners:<br />e.g., tinyURL,<br /> - choose your username wisely<br />You can share media:<br />e.g. TwitPic, Yfrog<br />Third-Party applications (‘clients’) for Mobile, Windows/Mac, Web<br />e.g Tweetdeck, Twitterific, Brizzly<br />Geo-location of tweets (like FourSquare)<br />@username replies<br />d username direct messages<br />RT retweets (2 types)<br />.@username replies<br />/cc @username<br />(via @username)<br />
  26. 26. Twitter Applications (“Clients”)<br />Recommended Applications:<br />Web: <br />- Twitter (<br />- Seesmic (<br /><ul><li>Brizzly(
  27. 27. Threadsy (</li></ul>Desktop:<br />- Tweetdeck (requires Adobe Air -<br />- Twhirl (requires Adobe Air -<br />iPhone:<br />- Twitter (official application)<br />- Tweetdeck<br />- Twitteriffic<br />Blackberry: <br />- Twitter (official application)<br />- Twitterberry<br />Clients are available for other mobiles and SMS updates are possible for non-smartphone users.<br />
  28. 28. Semantics<br />@username<br />replies are public (show up on your profile) but don’t appear in followers’ feeds, unless they also follow the person it’s directed to.<br />d username<br />a direct message - private. (Does not appear on your profile page or in other people’s feeds, even if they follow them also)<br />RT<br />A retweet, either direct or edited. A simple way of sharing interesting tweets with your followers/showing appreciation for a particular tweet.<br />.@username<br />a reply which you want everyone to see<br />/cc @username<br />draw a tweet to a particular person’s attention<br />widely used<br />(via @username)<br />pay respect to a particular user who introduced you to something<br />
  29. 29. Sharing Media<br />Pictures, Videos, Audio<br />Most Twitter clients make this easy by using default services. e.g. Yfrog , Twitvid, <br />These services generally don’t require you to sign up with them- they automatically create an account based on your Twitter name. <br />They automatically create a short URL (to conserve space) which people can click on to view and comment on (with their Twitter username).<br />
  30. 30. URL Shorteners<br />URL shorteners can be used in all forms of web communication but are particularly prevalent on Twitter because of the 140 character limit on messages. <br />There are a few different services available (e.g.,,, etc. - again, most clients use a default to auto-shrink URLs).<br /><br />The most popular URL shortener by far - provides simple analytics. <br />To see info of any link, simply add a ‘+’ after the URL in the address bar<br />
  31. 31. Hash tags and Searches<br />using or creating a #hashtag shows a tweet relates to a particular topic e.g. #worldcup2010 #eng and automatically creates a clickable search query for that term. Usually they’re as short as possible (to conserve characters for your message) but you can make them as long/random as you like.<br />#hashtags<br /><br />Twitter automatically provides a list of what’s popular on Twitter called ‘Trending Topics’. If you want to search for something specific though, you can. <br />This can be useful for a number of reasons:<br />
  32. 32. Geo-Location<br />If using a client with access to geo-location data (e.g. smartphone, some web browsers), you can apply a location to a tweet. This allows users to see what people are saying in a certain area (locally, for example).<br />
  33. 33. Client Cases and Best Practices<br />
  34. 34. Frankie and Benny’s<br />Prominent location next to navigational area<br />Use of ‘great offers’ as an incentive to follow<br />
  35. 35. The harsh reality of public forums (Frankie & Benny’s Facebook Wall)<br />Negative Posts/Feedback<br />
  36. 36. Frankie and Benny’s Twitter feed<br />More control over the stream:<br />More positive posts <br />(Re-Tweets)<br />
  37. 37. But...<br />Still the potential for negative public attention<br />
  38. 38. Innocent<br />Less Prominent positioning of social network links<br />(+ use of Flickr and YouTube)<br />
  39. 39. Innocent’s Social Networks<br />Facebook is more positive (better product?)<br />Twitter more conversational (less promotive)<br />Own fully-fledged blog (typepad)<br />YouTube + Flickr<br />
  40. 40. Ben & Jerry’s<br />UK, less prominent<br />US/International, slightly more prominent<br />
  41. 41. Ben & Jerry’s social networks<br />Separate International/American and UK sites <br />Similar to Innocent - Generally positive facebook posts; Less promotive, more conversational on Twitter;<br />
  42. 42. By the numbers...<br />US<br />US<br />UK<br />UK<br />What does this say? <br />Demographical differences?<br />
  43. 43. The Local<br />Over 9,000 facebook fans<br />Over 2,700 Twitter followers<br />
  44. 44. How to Market Locally<br />
  45. 45. Twitter<br />Find local Twitter users:<br />There are a few companies who use Twitter APIs to provide real-time feeds. <br />One of the best is Twitterfall:<br /> (<br />
  46. 46. Facebook<br />Facebook Advertising<br />Shows exactly how many registered users your query is applicable to<br />
  47. 47. Linked In<br />Linked In Targeted Advertising<br />
  48. 48. How to measure success? <br />
  49. 49. Intent<br />What do you actually want to achieve?<br /><ul><li> Build awareness for a one-off event or series
  50. 50. Generate buzz around your product
  51. 51. Get the attention of your target market
  52. 52. Encourage participation
  53. 53. Do some research/gain feedback
  54. 54. Divert a PR crisis
  55. 55. Create an ongoing community of fans
  56. 56. ?</li></li></ul><li>Awareness<br />The 4 A’s<br />Appreciation<br />
  57. 57. More on Metrics and KPI<br />Site metrics, Advertising metrics (e.g. Google and Facebook)<br />KPI examples<br />Site - Unique visitors, No. of Impressions, etc.<br />Twitter - No. of followers, mentions, RTs, etc.<br />Facebook - Advertising analytics + Fan Page No. of wall posts, discussions, views, etc.<br />
  58. 58. The General ‘Rules’ of social networking<br />
  59. 59. The General ‘Rules’ of social networking<br />Whilst the following ‘rules’ may appear obvious/common sense, it is surprising how many people forget to heed this simple advice. As communication is public (and usually permanent) in the online world, it is extremely important to build and maintain a good reputation on the web using these basic tenets.<br />Bad Relationships<br />Good Relationships<br /><ul><li> Not listening
  60. 60. Being dictatorial
  61. 61. Short term and all about me
  62. 62. Rushing in and then disappearing
  63. 63. Patronising
  64. 64. Listening, responding
  65. 65. Discussing, conversing
  66. 66. Long term and about both of us
  67. 67. Maintaining a relationship
  68. 68. Respectful</li></li></ul><li>10 Do’s and Don’ts !<br /> Don’t forget- it is PUBLIC (and permanent)<br /> Really- don’t forget number 1!<br /> Don’t forget who your audience is.<br /> Don’t forget to measure results (benchmarking)<br /> Don’t neglect the basic ‘rules’ described earlier<br /> Start small (‘at the shallow end’)<br /> Focus on existing fans/followers: grow slowly.<br /> Try to keep a consistent voice<br /> Let others spread the word. And reciprocate.<br /> Product is crucial- social networks can exacerbate problems as well as provide benefits.<br />
  69. 69. Developing your social marketing strategy for your business<br />1. Fish where the fish are<br />- engage with your target audience in the right places<br />2. Integrate effectively<br />- join the conversation, add value, build trust<br />- listen as much as you talk<br />- remember it’s real-time: keep up!<br />3. Keep on top of current trends<br />- don’t apply outdated thinking to new realities<br />- social media has democratised the web - understand this and play the game<br />
  70. 70. Why is it important?<br />
  71. 71. Developing your social marketing strategy for your business<br />
  72. 72. Thank You!<br />Richard Dennys<br />@DigitalDivinity<br />