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North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
North EastCSPs  -Step into Social Media 1st October 2010
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North EastCSPs -Step into Social Media 1st October 2010

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  • Research shows that on average person is subject to some 3,000 essentially random pitches per day.Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.”
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • Here are a couple of sites that demonstrate this clearly! But just type in a few brand names to Twitter Raptor of Googleblogsearch and you will soon see what people are saying
  • The key is to share a lot and when you think you have then share some more.That might be on your site or on Facebook etc
  • Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control.
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
  • 83% of those using the internet have watched video clips
  • 83% of those using the internet have watched video clips
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Transcript

    • 1. Step into Social Media<br />Sue Anstiss<br />July 2010<br />
    • 2. Quick bit about you...<br />Your experience of social media?<br />What you’d like from today?<br />
    • 3. 1970<br />1752<br />1916<br />1930’s<br />2010<br />First newspaper published<br />Computer<br />TV<br />Radio <br />
    • 4. The old communication model was amonologue.<br />
    • 5. The average person is exposed to<br />3000<br /> advertising messages/day<br />
    • 6. The new communication modelis adialogue.<br />
    • 7. what is social media?<br />
    • 8. Is it this?<br />
    • 9. It’s actually this….<br />
    • 10. Powered by this…<br />
    • 11. Social media...<br />People using tools(like blogs and video)& sites (like Facebook and Flickr)to share content and have conversations online.<br />
    • 12. Social media is not a strategy or a tactic – it’s simply a channel.<br />
    • 13. Social media is a conversation online.<br />Look who’s talking:<br />your customers<br />your employees<br />your investors<br />your critics<br />your fans<br />your competition.... <br />anyone who has internet access and an opinion.<br />
    • 14. How can Social Media be used?<br />It’s not just marketing…<br />Generating sales leads<br />Product development<br />Customer support<br />Internal knowledge<br />Market & customer feedback<br />Rapid sharing<br />Executive leadership & visibility<br />Branding<br />
    • 15. Whyshould we care<br />
    • 16. BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS<br />Nielsen, Global Faces & Networked Places, 2009 <br />Photo by sinulog 2006 at Flickr<br />
    • 17. BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009<br />
    • 18. butdoes Social Media work?<br />
    • 19. Social media influences behaviour <br />91% say consumer reviews are their top aid to buying decisions <br />87% trust a friend’s recommendation over critic’s review <br />People are 3times more likely to trust peer opinions over advertising for purchasing decisions<br />* Slide courtesy of Digital Influence Group<br />
    • 20. Mavens<br />Selectives<br />Butterflies<br />Wallflowers<br />Engagement dbase July 2009 – Top100 Brands<br />Wetpaint & Allimeter<br />
    • 21. Engagement correlates with performance<br />
    • 22.
    • 23.
    • 24.
    • 25.
    • 26.
    • 27.
    • 28. But how do we get started?<br />
    • 29. 10 Keysto Social Media success<br />
    • 30. 1. Experiment with social media<br />Experiment personally before professionally<br />Try a variety of social media tools<br />Be yourself, make some friends, and share<br />
    • 31. 2. Have a strategy<br />
    • 32. HOPE IS NOT A STRATEGY.<br />Photo by Utne.com<br />
    • 33.
    • 34. Make a plan<br />1. Discovery – explore what’s out there<br />2. Strategy – opportunities & objectives<br />3. Skills – identify internal resources & gaps<br />4. Execution – tools & process<br />5. Maintenance – monitor, measure & adapt <br />Source: 5 Phases of Social Media Marketing<br />http://socialcomputingjournal.com/viewcolumn.cfm?colid=789<br />
    • 35.
    • 36. 3. Listen<br />
    • 37.
    • 38. 3. Listen<br />Find where your audience is participating and indentify the influencers<br />Read industry blogs<br />Google your company name & your competition<br />Use free tools that can help you listen<br />
    • 39.
    • 40.
    • 41.
    • 42. 4. Be transparent & honest <br />Avoidpuffery<br />Avoid evasion and lying<br />Admit your mistakes right away<br />
    • 43.
    • 44.
    • 45. 5. Give generously<br />
    • 46. 5. Share your content<br />Don’t be afraid to share<br />Make your content easy to share<br />Think like a contributor & not a marketer<br />
    • 47. Relinquish<br />control<br />
    • 48. social >media<br />Hint: Share some stuff.<br />
    • 49. 6. Be personal and act like a person<br />Don't shoutDon't broadcastDon’t brag<br />Speak like yourself <br />Personify your brand<br />
    • 50. 7. See criticism as an opportunity<br />Don’t try to delete or remove criticism <br />Listen to your detractors<br />Admit your shortcomings<br />Work openly towards an explanation and solution<br />
    • 51. 8. Be proactive <br />Don’t wait until you have a campaign to launch - start planning and listening now<br />Build relationships so they’re ready when you need them<br />
    • 52. 9. Accept you can’t do it all yourself<br />Getbuy in from the organisation<br />Convince senior team that social media is relevant to you<br />‘Divide and conquer’ within your team<br />Recruit more help if needed<br />
    • 53. 10. Measure results<br />
    • 54. www.google.com/analytics<br />
    • 55. Free analytics to measure success<br />
    • 56. Facebook offers unique analytics<br />Standard Reporting<br />Facebook Enhanced Reporting<br />Engagement report<br />Page report<br />Standard Impression, Clicks, Video Plays<br />Lexicon measures ‘buzz’ and sentiment on Facebook<br />Pulse Data reports the interests of your fans<br />
    • 57. Paid for analysis<br />Level 2<br />Level 3<br />Level 1<br />
    • 58.
    • 59.
    • 60. Questions so far<br />
    • 61. So many social media tools<br />Social Networks<br />News & Bookmarking<br />Blogs<br />Microblogging<br />Video Sharing<br />Photo Sharing<br />Message boards<br />Wikis<br />Virtual Reality<br />Social Gaming<br />Podcasts<br />RSS feeds<br />
    • 62. Social networking sites<br />
    • 63. 57% <br />have joined <br />a social <br />network<br />
    • 64.
    • 65. WORLDWIDE<br />500 million users<br />100+ million mobile<br />
    • 66. UK STATS <br />Over 24 million users<br />11+ million daily<br />
    • 67. Fastest growing social network<br />24 million members in UK<br />Powerful tools to engage and understand your audience<br />
    • 68. Facebook Pages<br />Your homepage on Facebook<br />Messages, photos, videos, events <br />Interact with users<br />Fans see your page updates in newsfeed<br />
    • 69. Groups<br />Applications<br />Pages<br />Messages<br />Photos<br />Events<br />Video<br />Comments<br />
    • 70. Facebook Advertising<br />Facebook ads give you the ability to advertise directly to specific demographic groups <br />
    • 71. Facebook Advertising - Targeting<br />Location<br />Age<br />Sex<br />Keywords (appear in your users profile)<br />Education<br />Workplace<br />Relationship status<br />Relationship interests<br />Languages<br />
    • 72. Facebook Advertising – Analytics<br />Facebook Insights provides information about your ad campaign<br />Use this information improve your campaign<br />
    • 73. Facebook Connect<br />Make you website more social by integrating with Facebook<br />
    • 74. Like buttons to attract fans<br />Add the ‘like button’ to your <br />website and emails<br />
    • 75. things to do…<br />Create a pageto promote your brand<br />Attract more fans with a contest <br />Encourage a discussion and participate frequently <br />Share and add value for your fans<br /> Have a clear plan for content<br />
    • 76. please don’t…<br />Create a page and fail to maintain it<br />Use hard sell approach & talk too much about yourself<br />Censor comments<br />Spam fans with too frequent messages <br />Believe that ‘if you build it they will come’<br />
    • 77. Over 55 million members <br />In over 200 countries around the world <br />A new member joins LinkedIn every second<br />
    • 78.
    • 79.
    • 80.
    • 81. Using video sharing in business<br />Instructional<br />Meet the team<br />Behind the scenes<br />Events<br />Testimonials<br />Entertain<br />
    • 82. 83% <br />have watched video clips<br />
    • 83.
    • 84.
    • 85. Using YouTube for business<br />10 great ideas!<br />
    • 86.
    • 87. Photo sharing for business <br /><ul><li>Showcase events
    • 88. Meet people
    • 89. Behind the scenes shots
    • 90. Run competitions
    • 91. Reveal new products
    • 92. Encourage customers to share</li></li></ul><li>4,000,000,000<br />The number of photos archived on Flickr.com - October 2009<br />
    • 93.
    • 94.
    • 95.
    • 96. 200,000,000<br />blogs<br />
    • 97.
    • 98. Getting the best from blogs<br />Transparent<br />Relevant<br />Be active<br />Engage in dialogue<br />Lots of links<br />
    • 99. 73% <br />of active online users have read a blog<br />Source: Universal McCann Comparative Study on Social Media Trends April 2008<br />
    • 100. Twittering for business<br />Personal broadcast system<br />Marketing, public relations and customer service <br />Give your branda voice within the community<br />Share timely information<br />Personify your brand<br />
    • 101. 1,105% year on year growth<br />
    • 102. Nearly 75 million people visited the Twitter site in January 2010…<br />
    • 103. 1.2 billion Tweets – in January 2010 <br />
    • 104. tools<br />
    • 105.
    • 106.
    • 107. Who I follow…<br />
    • 108.
    • 109. getting you started…<br />Find and share useful content<br />Pose questions and reply to others<br />Keep it fun - put a friendly face on your brand<br />Use a photo and keep your bio complete & updated<br />Know what people are saying about your brand<br />
    • 110. things to avoid<br />DON’T…<br />Sound like a press release – you’re in a social space<br />Spam with constant links to your website<br />Post useless information – who cares what you had for lunch<br />Worry that you don’t have many followers… it takes time<br />Follow thousands of people just to get more followers<br />
    • 111.
    • 112. Geo-location services<br />
    • 113.
    • 114.
    • 115. Branded geo-location services<br />
    • 116. The future… geo-location services<br />Share locations<br /> Reward attendance<br />Leave recommendations<br />Link to other people<br />
    • 117.
    • 118. Some things to do<br />
    • 119. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.<br />Photo by arlen at Flickr.com<br />
    • 120. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP<br />
    • 121. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP<br />
    • 122. NEVER<br /> FORGET <br /> THE <br /> BASIC<br /> RULES<br />
    • 123. In summary…<br />Experiment with social media<br />Make a plan (& plan your content!)<br />Listen<br />Be transparent & honest <br />Share your content<br />Act like a person<br />See criticism as an opportunity<br />Be proactive <br /> Accept you can’t do it all yourself<br />Measure your results<br />
    • 124. “Marketing”<br />
    • 125. “Advertising”<br />
    • 126. “Public Relations”<br />
    • 127. “Social Media Marketing”<br />
    • 128. Testing the Methodology<br />
    • 129. “White Christmas”<br />
    • 130. Some reading material...<br />
    • 131. The future?<br />
    • 132.
    • 133.
    • 134. Sue Anstiss 01628 630363sue@promotepr.com<br />@sueanstiss<br />http://uk.linkedin.com/in/sueanstiss<br />www.promotepr.com <br />Grateful thanks for help with my slides to:<br />http://bonafidemarketinggenius.com<br />
    • 135. The Old Spice Guy goes viral<br />Fastest ever growing online viral video campaign<br />6.7 million views after 24 hours,<br />23 million views after 36 hours<br />Isaiah Mustafa replied to 186 online comments and questions<br />Sales increased by 107%<br />

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