What is the state of art in Social Media for Business? This presentation shows case studies and gives some tips on how to use Social Media to make business... [University of Economy - Izmir - 02/12/2011]

1. SOCIAL MEDIA
FOR BUSINESS

2. WHAT WE ARE
GOING TO TALK
ABOUT?
MARKETS, CONVERSATION & SOCIAL MEDIA
WHO IS DOING RIGHT?
HOW TO AND USEFUL TOOLS

3. Once upon a time in 1999…
MARKETS ARE CONVERSATIONS
Cluetrain Manifesto
Markets consist of
HUMAN CONVERSATIONS
among human beings
BEINGS, not sound HUMAN
demographic sectors.

4. In 2004 has been stated the [r]evolution
Conversations are contents
And Users their producers

5. THE SOCIAL MEDIA ERA
HAS BEGUN
the AGORA Where HUMAN
BEINGS are having
CONVERSATIONS,
sharing IDEAS, gathering
INFORMATIONS and creating
CONTENTS

6. HOW PEOPLE ARE ENGAGING CONVERSATIONS ?

7. SOCIAL MEDIA
MAIN FIGURES
[JUST THE MOST KNOWN]

8. 800 million active users
350+ million mobile users
Average user has 130 friends
Average user spends 700 min per month
30+ billion pieces of content per month
60+ million of status update each day
900+ million objects that people interact with
3+ million active Pages
1.5 Million are Local Business Pages
http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/

9. 106+ Million Active Users
460.000 new accounts every day
200+ Million Tweets per day
37% of active users use their phone to tweet
25% Follow a Brand
67% of brand followers purchase that specific brand
http://www.marketinggum.com/twitter-statistics-2011-updated-stats/

10. 100+ million active users
{72%} Age 25 54
Most popular Users’ Industries :
{17%} hi tech
{14%} finance
{10%} manufacturing
Most popular Users’ Job Functions:
{12%} Sales
{10%} Academics
{10%} Administrative
www.linkedin.com/ads

11. {3 Billion} views per day
{48h} video uploaded every minute
{15 minutes per day} average spent by users
http://youtube-global.blogspot.com/2011/05/thanks-youtube-community-for-two-big.html
http://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html

12. And NOW What ?
Why Should
Business
use Social
Media?

13. REMEMBER?
MARKETS ARE CONVERSATIONS
BUSINESSES ARE IN MARKETS
BUSINESSES
ARE ALREADY IN
CONVERSATIONS
But…

14. They don’t know
Or
Don’t Want to Know

15. Many Businesses
are used Each person is exposed at
to shout out
Their Product… 3.000
Messages/day
Overloading persons
With advertising and
Messages but…

16. Only 14% trust advertisement
78% trust recommendation of other users
Nielsen “Trust in Advertising” Report

17. Conversation and dialogue drive consumer
behaviors

18. WHO IS USING SOCIAL MEDIA
AT THE BEST ?

19. $ 3 Million of sales
generated by Twitter
(@DellOutlet]
$ 6.5 Million global reach
of all accounts (ex. @DellBrasil,
@DellHomeSalesCa]

20. 5,4M 700k+ 4,8k+ My Starbuck Idea - SN
Subscribers Followers Subscribers Ideas in Action - Blog
+50.000 PRODUCTS IDEA
ENGAGING CUSTOMER INTO BUSINESS

21. PROFITABLE SOCIAL MEDIA
L E S S O N L EA R N T
1. SOCIAL MEDIA CAN BOOST YOUR SALES
2. PEOPLE CAN HELP TO DEVELOP YOUR BUSINESS
3. YOUR BUSINESS IS A PART OF THE CONVERSATION, NOT THE OWNER

22. USING CROWDSOURCING TO SUPPORT BRANDS’ DEVELOPMENT
BRAND Generate
Brand Buzz
Engage
Creatives
Pay Creatives
90 K
MEMBER

23. SOCIAL MEDIA AS BUSINESS MODEL
L E S S O N L EA R N T
1. SOCIAL MEDIA IS THE PANDORA’S VASE OF IDEAS (BUT NOT FOR FREE)
2. ENGAGING PEOPLE TO SUPPORT YOUR BRAND AWARENESS
3. EVERYONE HAS SOMENTHING TO GIVE

24. Vodafone Italia
An integrated approach to create community, giving
customer service and improve brand awareness
1M+ Fans 86K+ Followers 6,8M+ Views 300K+ Members
Managing Phone Staff 5 people Video Tutorial Blogs
Customer Services Customer Services Short movies Wiki
News 12h/6 Advertising Forum

25. MANY SERVICES ARE ACCESSIBLE FROM THE
SIDE BAR
1M+ PEOPOLE “LIKE” THE PAGE
PEOPOLE “LIKE” THE PAGE

26. FANS CAN CONTACT CUSTOMER CARE

27. DO YOU NEED A NEW MOBILE? ASK TO YOUR FRIENDS
TRUST ADVERTISEMENT
FROM FRIENDS!!

28. @VodafonIT is a REAL TIME customer service on
line 12h/6
Tweet to @Vodafone IT requiring
contact
They will reply asking a DM with your
name and mobile vodafone Number
They’ll contact You back

29. User Generated Videos, Short Branded
Movies, Advertisement, Video Tutorials
broadcasted on Facebook and Vodafone
sites
6,8 Million Views
in 4 Years
Brand awareness – Engagement

30. VodafoneLab is a community where people can
interact sharing ideas, supporting each other and
find information about products

31. INTEGRATED COMMUNICATION
L E S S O N L EA R N T
1. DIFFERENT PLACES FOR DIFFERENT ACTIVITIES
2. SOCIAL MEDIA MUST BE INTEGRATED IN YOUR BUSINESS PROCESS
3. PEOPLE TRUST RECOMMENDATIONS OF FRIENDS

32. PROMOTING A MICROSITE
TWEET AND STATUS UPDATED
PAY PER CLICK ADVERTISING
BENEFIT FOR USER (WHITE PAPER, CONTENTS)
CALL TO ACTION
MESSAGE
LINK TO THE MICROSITE

33. PROMOTING A MICROSITE
R E S U LT S
25.000 PAGE HITS FROM 18 SOCIAL MEDIA SOURCES
2,5 MINUTES AVERAGE SPENT ON THE WEBSITE
50% REACHED THE REGISTRATION PAGE
300 LEADS GENERATED
80% OF BUZZ AND NEUTRAL-TO-POSITIVE SENTIMENT
COMPARED TO ITS COMPETITORS

34. PROMOTING A MICROSITE
L E S S O N L EA R N T
1. GUIDE YOUR VISITORS TO THE DESTINATION
2. MANY SOCIAL MEDIA GIVE POWERFUL PROFILATION TOOLS
3. SOCIAL MEDIA ADVERTISEMENT WORKS IF YOU GIVE BENEFITS
4. GIVE RELEVANT CONTENTS
5. LINK DIRECTLY TO CONTENTS FROM ADVERTISEMENT

35. INDIPENDENT SCI FI MOVIE
PRODUCTION
(FINLAND – GERMANY –
CANADA – AUSTRALIA)
€ 7,5M BUDGET
A FILM PRODUCED WITH
THE “CROWD” PHILOSOPHY
THROUGH SOCIAL MEDIA
Screenplay writing
Fund rising
Promotion
Audience Engagement

36. CROWD SOURCING
80,ooo user sharing ideas on Facebook Page and Twitter
CROWD INVESTING
900.000 euros collected through donations
CROWD FUNDING
300.000 euros collected by selling stuffs to fans through
the Website

37. THE WEBSITE
Gives news and info about production
Offers free and payed merchandise
Allows to make donation to the production
Gives access to the special contents reserved to people
who support production through donation
Allows to demand the move in your country

38. FACEBOOK PAGE FOR CROWD SOURCING,
NEWS SHARING, ENGAGEMENT
78,000 FANS

39. TWITTER TO GIVE NEWS AND ASK FOR SUGGESTIONS

40. MAKE THE DIFFERENCE
9,000,000+ VIEWS
MOVIE TEASERS AND TRAILERS
+
DIRECTOR’S DIARY
+
IRON SKY SIGNAL=
ENGAGEMENT,
BRAND AWARENESS,
DONATION

41. CROWD PROJECTING
L E S S O N L EA R N T
1. SOCIAL MEDIA CAN HELP FINANCING PROJECTS
2. “DO UT DES” – GIVE ALWAYS RECIPROCAL BENEFITS
3. CONVERSATION BOOSTS YOUR ACTIVITIES
4. ENGAGE YOUR AUDIENCE WITHIN YOUR BUSINESS
5. ENGAGEAUDIENCE TO IMPROVE YOUR BRAND AWARENESS

42. So, How can I use
Social Media in
My Business ?

43. #1 HAVE A STRATEGY
DEFINE YOUR BUSINESS GOALS
KNOW YOUR AUDIENCE
DEFINE WHAT YOU HAVE TO SAY
CHOOSE YOUR CHANNELS

44. #2 BE HUMAN & POLITE
INTERACT WITH YOUR AUDIENCE
ASK & ANSWER TO THEM
BE CLEAR AND GENUINE
GIVE ALWAYS A MOTIVATION TO YOUR
CHOICE

45. #3 BE FLEXIBLE
MONITOR YOUR ACTIVITIES AND BE
READY TO CORRECT THEM

47. SOME USEFUL TOOLS
[JUST A SHORT LIST]
WHO IS YOUR AUDIENCE?

48. SOME USEFUL TOOLS
[JUST A SHORT LIST]
WHO IS YOUR AUDIENCE?
Twitter Analytics For Business
Profile Stats Pro

49. SOME USEFUL TOOLS
[JUST A SHORT LIST]
WHO IS TALKING ABOUT YOU?

50. SOME USEFUL TOOLS
[JUST A SHORT LIST]
WHO IS TALKING ABOUT YOU?

51. SOME USEFUL TOOLS
[JUST A SHORT LIST]
HOW IS YOUR TWITTER USAGE?

52. SOME USEFUL TOOLS
[JUST A SHORT LIST]
HOW IS YOUR TWITTER NETWORK?

53. SOME USEFUL TOOLS
[JUST A SHORT LIST]
HOW IS YOUR SOCIAL MEDIA REPUTATION?

54. SOME USEFUL TOOLS
[JUST A SHORT LIST]
MONITORING CAMPAIGN
Web analytics
ALMOST EVERY SOCIALNET OFFERS ANALYTIC TOOLS

55. THANKS FOR ATTENTION !
SOME RESOURCES USED FOR THIS PRESENTATION
CLUETRAIN MANIFESTO – WIKIPEDIA - DIGITALBUZZBLOG –
MARKETINGGUM – YOUTUBE GLOBAL – NIELSEN TRUST ADVERTISING
REPORT – B2BENTO CASE STUDY – VERONICA PENGS “SOCIAL MEDIA FOR
MARKETING” – INTERNET WORLD STATS – KLOUT - MASHABLE
IMAGES ARE FREELY DOWNLOADED BY “GOOGLE® IMAGES “ OR THEY ARE SCREEN
CAPTURES OF MY PERSONAL ACCOUNT
SIMONE FAVARO
facebook.com/sfavaro twitter.com/sfavaro linkedin.com/in/simonefavaro