Step into Social Media  February 2011
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Step into Social Media February 2011

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  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • Thanks Well Katie has talked about how you get the most from communicating with staff and members within the club and I am going to look at how you can make the most of the tools now available to reach members when they are not in the club. One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity. November 2010 Step into Social Media
  • To understand the context for social media you need to understand that there has been a big change in the way businesses market themselves. Many of you may have just seen Seth Godin’s presentation. He coined the phrase ‘interruption marketing’ for the way in which in the past companies have tried to reach their customers by interrupting what they are watching or listening to and blasting a message at them. The way in which companies will communicate with their customers in the coming years has completely changed. Now longer will it be a matter of ‘pushing’ information out to people. It’s now a matter of ‘pulling’ them to you. And you do this by sharing information. November 2010 Step into Social Media
  • 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.” November 2010 Step into Social Media
  • You share and create relationship and dialogue with your customers November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • 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 November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. November 2010 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. November 2010 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • The fact that EasyJet has a Facebook page probably isn’t surprising but earlier this year the company took things one step further and developed a system that allows customers to make a purchase without leaving the site. They can complete the entire transaction on Facebook. This is the future. So, while we are all still busy spending our marketing budgets on updating our websites, we need to ask the question – how long will this investment be of relevance? Should we at least be investigating opportunities to develop better functionality on our Facebook pages?
  • There are a whole range of tools available to clubs to help maximise this opportunity. November 2010 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • 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 November 2010 Step into Social Media
  • 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 November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • Powerful tools like ‘Twitter Search’ mean you can simply November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • 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 November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • 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. November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • 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 November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD. November 2010 Step into Social Media
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD. November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • It’s clear to see the opportunity.
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." November 2010 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." November 2010 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • 83% of those using the internet have watched video clips November 2010 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." November 2010 Step into Social Media
  • 83% of those using the internet have watched video clips November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and November 2010 Step into Social Media
  • 55% have used sites like Fllickr and Picasso to upload photos November 2010 Step into Social Media
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and November 2010 Step into Social Media
  • There are currently over 200 million blogs in existence. In the US and the UK around 25% of the population using the internet have blogs, in Asia it’s much higher – in xxx the number is over 70% November 2010 Step into Social Media
  • Research from Universal McCann shows that of those using the internet 73% have read a blog November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • Research from Universal McCann shows that of those using the internet 73% have read a blog November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • Even your congress is now on YouTube November 2010 Step into Social Media
  • Even your congress is now on YouTube November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
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  • November 2010 Step into Social Media
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  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • Over the pond they are already there. The budget chain in Australia ‘Fit n Fast’ is already offering the option to buy memberships online. Great news. If anybody knows of any brands in our sector doing this then please let me know. I’d love to include more examples of this and chat about how it is working out.
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media

Step into Social Media  February 2011 Step into Social Media February 2011 Presentation Transcript

  • Sue Anstiss January 2011 Step into Social Media
    • Quick bit about you...
    • Your experience of social media?
    • What you’d like from today?
  • First newspaper published Computer 1970 1752 1916 1930’s 2011 TV Radio
  • The old communication model was a monologue.
  • 3000 The average person is exposed to advertising messages/day
  • The new communication model is a dialogue.
  •  
  •  
  •  
  •  
  • Social media...
    • People using tools (like blogs and video) & sites (like Facebook and Flickr) to share content and have conversations online.
  • How can Social Media be used?
    • Generating sales leads
    • Product development
    • Customer support
    • Internal knowledge
    • Market & customer feedback
    • Rapid sharing
    • Executive leadership & visibility
    • Branding
    It’s not just marketing…
  • Why should we care
  • BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
  • BECAUSE VISITING SOCIAL SITES IS NOW THE 4 th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAIL Nielsen, Global Faces & Networked Places, 2009
  • but does Social Media work?
  • Selectives Mavens Butterflies Wallflowers Engagement dbase July 2009 – Top100 Brands Wetpaint & Allimeter
  • Engagement correlates with performance
  •  
  •  
  •  
  •  
  •  
  •  
    • Fastest ever growing online viral video campaign
    • 6.7 million views after 24 hours
    • 23 million views after 36 hours
    • Isaiah Mustafa replied to 186 online comments and questions
    • Sales increased by 107%
  •  
  •  
  •  
  • But how do we get started?
  • 10 Keys to Social Media success
  • 1. Experiment with social media
    • Experiment personally before professionally
    • Try a variety of social media tools
    • Be yourself , make some friends , and share
  • 2. Have a strategy
  • Photo by Utne.com HOPE IS NOT A STRATEGY.
  •  
  •  
  • 3. Listen
  •  
    • Find where your audience is participating and indentify the influencers
    • Read industry blogs
    • Google your company name & your competition
    • Use free tools that can help you listen
  •  
  •  
    • Avoid puffery
    • Avoid evasion and lying
    • Admit your mistakes right away
  •  
  •  
  • 5. Give generously
    • Don’t be afraid to share
    • Make your content easy to share
    • Think like a contributor & not a marketer
  • Relinquish control
    • Don't shout Don't broadcast Don’t brag
    • Speak like yourself
    • Personify your brand
    • Don’t try to delete or remove criticism
    • Listen to your detractors
    • Admit your shortcomings
    • Work openly towards an explanation and solution
    • Don’t wait until you have a campaign to launch - start planning and listening now
    • Build relationships so they’re ready when you need them
    • Get buy in from the organisation
    • Convince senior team that social media is relevant to you
    • ‘ Divide and conquer’ within your team
    • Recruit more help if needed
  • 10. Measure results
  • www.google.com/analytics
  • Free analytics to measure success
  • Facebook offers unique analytics Standard Reporting Standard Impression, Clicks, Video Plays Facebook Enhanced Reporting Engagement report Lexicon measures ‘buzz’ and sentiment on Facebook Page report Pulse Data reports the interests of your fans
  • Paid for analysis Level 3 Level 1 Level 2
  •  
  •  
  • Questions so far
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Virtual Reality
    • Social Gaming
    • Podcasts
    • RSS feeds
  •  
    • 57%
    • have joined
    • a social
    • network
  •  
  •  
  • 600 million users 100+ million mobile WORLDWIDE
  • Over 24 million users 11+ million daily UK STATS
  •  
    • Your homepage on Facebook
    • Messages, photos, videos, events
    • Interact with users
    • Fans see your page updates in newsfeed
    • Facebook ads give you the ability to advertise directly to specific demographic groups
    • Location
    • Age
    • Sex
    • Keywords (appear in your users profile)
    • Education
    • Workplace
    • Relationship status
    • Relationship interests
    • Languages
    • Make you website more social by integrating with Facebook
    • Add the ‘like button’ to your
    • website and emails
  • Events Wall Info Photos Shop News Polls Reviews
    • Create a page to promote your brand
    • Attract more fans with a contest
    • Encourage a discussion and participate frequently
    • Share and add value for your fans
    • Have a clear plan for content
    • Create a page and fail to maintain it
    • Use hard sell approach & talk too much about yourself
    • Censor comments
    • Spam fans with too frequent messages
    • Believe that ‘if you build it they will come’
  • Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
  •  
  •  
  •  
  •  
    • 83%
    have watched video clips
  •  
  • Using video for business 10 great ideas!
  •  
    • Showcase events
    • Meet people
    • Behind the scenes shots
    • Competitions
    • Reveal new products
    • Encourage customers to share
  •  
  • 4,000,000,000 The number of photos archived on Flickr.com
  •  
  •  
  • 200,000,000 blogs
  •  
    • Transparent
    • Relevant
    • Be active
    • Engage in dialogue
    • Lots of links
  • S ource: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
    • Personal broadcast system
    • Marketing, public relations and customer service
    • Give your brand a voice within the community
    • Share timely information
    • Personify your brand
  • 1,105% year on year growth
  • tools
  •  
  • Who I follow…
  •  
    • Find and share useful content
    • Pose questions and reply to others
    • Keep it fun - put a friendly face on your brand
    • Use a photo and keep your bio complete & updated
    • Know what people are saying about your brand
    • DON’T…
    • Sound like a press release – you’re in a social space
    • Spam with constant links to your website
    • Post useless information – who cares what you had for lunch
    • Worry that you don’t have many followers… it takes time
    • Follow thousands of people just to get more followers
  •  
    • Share locations
    • Reward attendance
    • Leave recommendations
    • Link to other people
  •  
  •  
  • Branded geo-location services
  •  
  •  
  • The future…?
  •  
  • Some things to do
  • IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
  • HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
  • IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
    • NEVER
    • FORGET
    • THE
    • BASIC
    • RULES
  • #1 Set Objectives
  • #2 Listen
  • #3 Relinquish control
  • #4 engage
  • #5 measure
  • “ Marketing”
  • “ Advertising”
  • “ Public Relations”
  • “ Social Media Marketing”
  • Testing the Methodology
  • “ White Christmas”
  • Some reading material...
  •  
  •  
  •  
  • Sue Anstiss 01628 630363 [email_address] @sueanstiss http://uk.linkedin.com/in/sueanstiss www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com