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Social networking



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 http://wwwDigital-divinity.co.uk

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 http://wwwDigital-divinity.co.uk



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Social networking Presentation Transcript

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