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Attraction Social Media Intro
 

Attraction Social Media Intro

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    Attraction Social Media Intro Attraction Social Media Intro Presentation Transcript

    • Social Media Introduction
    • What is Social Media?
    • What is Social Media? Social media is a conversation online Who is talking? – your customers – your employees – your investors – your critics – your fans – your competitors.... – anyone who has internet access and an opinion.
    • The Social Media conversation The conversation is not: – controlled – organized – “one message” The conversation is: – organic – complex – speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
    • Social media is changing our world The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
    • Social media influences people • 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group • 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
    • People are using Social media Social media usage is finally taking off in the UK. 39% of UK Internet users—more than 15.4 million people—will use social networks at least once per month in 2009. Source: eMarketer April 2009
    • People are using Social media Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. – 73% of active online users have read a blog – 45% have started their own blog – 39% subscribe to an RSS feed – 57% have joined a social network – 55% have uploaded photos – 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. McCann’ 17,000 respondents from 29 countries, *using internet at least every other day every
    • Social media is practical – Learn what people are saying about you – Create buzz for events & campaigns – Increase brand exposure – Identify and recruit influencers to spread your message – Find new opportunities and customers – Support your products and services – Improve your search engine visibility – Gain competitive intelligence – Get your message out fast – Retain clients by establishing a personal relationship – Be an industry leader – not a follower
    • Some differences in tactics SOCIAL MEDIA BROADCAST Audience in control Brand in control Two way / Being a part of a One way / Delivering a conversation message Adapting the message Repeating the message Focused on the audience / Focused on the brand Adding value Influencing, involving Educating User created content Organization Creates Content
    • SOCIAL MEDIA TOOLS
    • Social media tools • Social Networks • News & Bookmarking • Blogs • Microblogging • Video Sharing • Photo Sharing • Message boards • Wikis • Virtual Reality • Social Gaming • Real Simple Syndication (RSS)
    • Social news & bookmarking • Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks • Community votes on your submissions so they either rise to the top or drop to the bottom
    • Blogs • A blog is a website with regular entries of commentary or news • Blogs serve to establish your company as transparent, relevant, active, and expert
    • Microblogging • Microblogs are blogs limited to a sentence or two (about 140 characters) • People use microblogging to follow their friends or build a personal brand. • Companies use it to market their product or services by giving them a voice/identity.
    • Microblogging • share timely information • spread useful links • personify your brand • build credibility and influence • follow competitors
    • RSS feeds • RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. • an effective way to distribute your content and lead users back to your website
    • Social networking sites • People and organizations connect and interact with friends, colleagues and fans. • Facebook and MySpace pages provide a micro site for your business within the social framework.
    • Ning
    • Social enterprise http://www.yoolinkpro.com
    • Social networking sites Do Don’t • create a page to • create a page and fail to promote your brand maintain it • point your fans to your • try a hard sell approach company blog or contest • censor comments • encourage a discussion • spam your fans/friends with and participate frequent private messages – frequently you’ll drive them away • explore targeted • post false information advertising opportunities
    • 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. Make Social media central • Spend time upfront planning how you will use social media • Think POST: – People – Objectives – Strategy – Technology
    • 3. Listen before you participate • Find where your audience is participating and indentify the influencers • Read industry blogs (including comments) • Google your company name & your competition • Find tools that can help you listen
    • 4. Be transparent and honest • Avoid puffery (people will ignore it) • Avoid evasion and lying (people won’t ignore it) • Companies have watched their biggest screw-up's rise to the top 10 of a Google search • Admit your mistakes right away
    • 5. Share your content • Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media • Make your content easy to share • Incorporate tools that promote sharing: – RSS feeds, Email a friend etc.
    • 6. Be personal and act like a person • Don't shout. Don't broadcast. Don’t brag. • Speak like yourself – not a corporate marketing shill or press secretary • Personify your brand – give people something they can relate to.
    • 7. Contribute in a meaningful way • Think like a contributor, not a marketer • Consider what is relevant to the community before contributing • Don’t promote your product on every post • Win friends by promoting other people’s content if it interests you
    • 8. Learn to take criticism • Don’t try to delete or remove criticism (it will just make it worse) • Listen to your detractors • Admit your shortcomings • Work openly towards an explanation and legitimate solution
    • 9. Be proactive • 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
    • 10. Everyone is a stakeholder • You need buy in from everyone in the organization • Convince your CEO that social media is relevant to your organization • Get your communications team together, discuss the options, then divide and conquer
    • SOCIAL MEDIA MYTHS
    • Social media myths “Social media is for kids.”
    • Social media myths “Social media is just a fad – it will go away.”
    • Social media myths “If we put our content online we’re just giving our expertise away for free!”
    • Social media myths “Social media might work for certain industries and business models but it won’t work for us.”
    • Social media myths “YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
    • Social media myths “I’ve started a Facebook page so I’ve got social media covered!”
    • Social media myths “If we just delete all negative comments no one will see them.”
    • Social media myths “If we build it they will come.”
    • Social media myths “We can’t measure social media results.”
    • Social media myths “We have to figure this all out before we start using social media.”
    • SOCIAL MEDIA Campaigns
    • Attraction in 100 words http://www.wordle.net/
    • Presentation available at... www.slideshare.net
    • Credits • Tactica interactive communications, Winnipeg Canada • Joe Pulizzi, Junta 42, Cleveland Ohio