IntroThere is a huge buzz about social media at the moment. I'm going to talk through what social media isPrinciples of social influenceHow to align it to your business objectivesAnd I'll skip to the conclusion – the question is more important than the answer.
So, what is it?
What is it?I turned to Wikipedia for help with this bit...Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content. Wikipedia, YouTube, Facebook, Second Life, Quora, Four Square, Flickr, Twitter, Gowalla, Most viewed websites online:GoogleFacebookYou TubeTwitterInteresting Stats: Facebook has 500/600 million users. 30million of those are in the UKIf Facebook was a country it would be the 5th largest country in the world4.3 billion is spent on social mediaSocial Networks are the BIGGEST category online On average 1 in 6 pages viewed online are facbeook pages14million people (on average) use facebook every daySocial will be around for a LONG time, need to take a long-term viewGM are developing their product (Cars) with facebook in built Facebook took over Google for the 1st time on Christmas Day as the most viewed/hit website in 2010.But this isn’t a presentation about Facebook or Twitter – it’s a presentation about the value of sharing and exchanging valuable content
And its powerful stuffone activist succinctly tweeted about why digital media was so important to the organization of political unrest. “We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world,” We're going to look at a couple of fundamental points before we look at its applications in commercial areas of students' unions.All of this comes with a health warning, there is no such thing as an expert on social media.Recommend having a look at http://whatthefuckismysocialmediastrategy.com/ tagline 'making it up so you don't have to'.
Han Solo – a showoff. Facebook but with regularly updated privacy settings.Facebook: Is self expressive, it’s all about LOOK AT ME Facebook is successful because their sole focus is on the USER/you and me. The USER will dictate where facebook is going not facebook. The user shapes everything facebook does, all their development is a result of what us (the users) want. The Future of advertisingThe user will shape product developments/brands. Users will tell the brands that they want not the other way around. E.g. Wispa. We will go from PUSH (above line media) way of advertising/marketing to PULL. Brands will need to pull in their markets to engage. Facebook is all about self-expression and showing others what they/you like.Facebook is a personal space where users have control. Place to connect with old friends and maintain social contactsDecide whether you want to enter this spaceAverage person spends 28mins on facebook.35million update their status everydayGood practise of brands in facebook: Oreo (Deal seekers), Wal Mart (no nonsense approach to saving money) Victoria Secret (Fashion), iTunes, Dove (Campaign for Real Beauty)Don’t be boring and don’t post too many timesAre you being consistent? Consumers tune out easilyWhere do people click after facebook? Facebook could take over brand websites in the future – people like to stay in one place and will be able to get everything they need on facebook.
Of course not everyone is on social media. Most students are, but not all.Need a nice stat here. Its worth thinking at this point about who is on social media, and which social media they are on.Yoda, more of a Wikipedia guy than FacebookNow the point about social media is that it is a thing that your customers are already using, and so its sometimes tempting to try to understand future technologies rather than trying to understand how your customers are using it. It’s a little maxim called ‘fishing where the fish are’. Its your customers that you need to understand, not the technologies. Hopefully that’s something that I will now demonstrate by reference to Star Wars.
Twitter: LISTEN TO ME These aren’t the droids that you are looking for... Twitter is all about influence and using the influence of others to guide People Twitter is all about accessibility – you can contact anyone on twitter Twitter is always changing It is all about being interactive and versatile People use twitter most for: Updates, information, discounts, promotions, sales and other promotion. Ask yourself what does the audience value? LISTEN, LEARN, UNDERSTAND and then SPEAKIt is the most Jedi of all social media
Shameless networker, doesn’t look nice and difficult to get along with… has to be linkedin.Business community
Princess Leia YouTube, obviously
We’ll start by looking at some fundatmental points...
Find out who is doing what and whereAre there any influential bloggers locally? Any forums, big Twitterers... Look at the full mixInclude your email strategy within this thinking too
So you know where your customers are, and what they’re doing so you set up a Twitter feed or Facebook page.. What are you going to say?Use of Social Media Requires a Combination of Content, Marketing and Public Relations StrategiesWe’ve all often heard misconceptions of how organizations think they should start a Facebook page or start tweeting because they’ve heard they’re supposed to be doing that but don’t really understand why. Just starting a Facebook page or Twitter profile will not achieve anything. The truth is social media needs a content strategy that defines what you will post or share and how you will engage others meaningfully. It also requires a PR and marketing strategy that determines how you will use it to share your key messages or promote a latest product/service or build your online brand. Someone asked me how they could create a viral video
Also a need to think about what you’re saying… I think Burger King fully deserved this…
Social Media Needs To Be Integrated With Everything ElseIf your PR efforts are being handled by one agency or consultant and your social media efforts by another, you are doing this the WRONG way. Social Media must become intrinsic to your organization and complement everything else you do online or offline – whether it’s recruiting efforts, sending out a press release or publicizing your latest campaign. Social media offers tools to share your message (among other tools) and it must be integrated with your offline PR, HR or marketing efforts to represent your brand or organization authentically. The point is that social media is another channel for your marketing mix. Mass marketingSegmentationPersonalisationEngagementIntegrated vs distinct approaches – two different ways to make this work…Dedicated = staff are solely dedicated to a social media functionIntegrated = staff from different departments are trained in social media
Social Customer relationship management must be cleverly executed because while people are resistant to marketing in general, they are even more resistant to direct or overt marketing through social media platforms. This may seem counter-intuitive but is the main reason building social authority with credibility is so important. A marketer can generally not expect people to be receptive to a marketing message in and of itself. In the Edleman Trust Barometer report in 2008, the majority (58%) of the respondents reported they most trusted company or product information coming from "people like me" inferred to be information from someone they trusted. In the 2010 Trust Report, the majority switched to 64% preferring their information from industry experts and academics. According to Inc. Technology's Brent Leary, "This loss of trust, and the accompanying turn towards experts and authorities, seems to be coinciding with the rise of social media and networks."
Social authorityOne of the key components in successful social media marketing implementation is building "social authority". Social authority is developed when an individual or organization establishes themselves as an "expert" in their given field or area, thereby becoming an influencer in that field or area.It is through this process of "building social authority" that social media becomes effective. That is why one of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you can simply begin to participate in the "conversation" in the hopes that you can become a relevant influence[jargon]in that conversation.Thus, using social media as a form of marketing has taken on whole new challenges. As the 2010 Trust Study indicates, it is most effective if marketing efforts through social media revolve around the genuine building of authority. Someone performing a "marketing" role within a company must honestly convince people of their genuine intentions, knowledge, and expertise in a specific area or industry through providing valuable and accurate information on an ongoing basis without a marketing angle overtly associated. If this can be done, trust with, and of, the recipient of that information – and that message itself – begins to develop naturally. This person or organization becomes a thought leader and value provider - setting themselves up as a trusted "advisor" instead of marketer. "Top of mind awareness" develops and the consumer naturally begins to gravitate to the products and/or offerings of the authority/influencerSo you’ve got to care about your product or take real pride in your culture or service if you’re going to use social media -
Put simply, you can no longer polish a turd.
Note at this point – Google is king so make sure that the searchable info about your business or union is upto date and correct.There’s nothing worse than going to a session at a conference and not finding anything useful out. So…Your business objectivesYou can do anything with social media... so its easy to end up with a social media presence that does nothing for you in terms of your business objectives – hundreds of followers on paper, maybe a few interactions (people liking stuff you post and commenting, maybe even sharing content) but does it drive sales / create loyalty / drive footfall.One of the strengths of students unions is that they are to an extent pre loaded communities – there is already a degree of potential buy in assuming that you’ve got your marketing basics right… Price Product People Place Promotion
Make it useful e.g. feedback / Facebook pollsReact in timeBe prepared for negative amplificationCustomers judge you on your response as much as the original problemBe honest and give feedback to your usersBe relevant, add value and be interestingGood examples of good use e.g.: Case study: Icelandair during ash cloud (representing good customer service #ashtag). Icelandair used appropriatehashtagsfor deliberate messaging during crisisUsed this channel to point audience to the website for up to date informationKept the messaging personal and friendly Used appropriate handler for recognition and ease of findCase study: Moneysupermarket.com use twitter by giving good money advice – pushing out content to what’s current and popular rather than selling all the time. Case study: BA (as opposed to BAA) demonstrated good customer service in the travel chaos in the snow at Christmas 2010. Good demonstration of ‘real time communications’. Tweeted 100x a day keeping customers informed on the changing situation (1,000 a week).People follow brands to learn the personality of a brand – they like the human to human contact rather than the corporate message e.g. responding to a crisis.
Foursquare is a location-based mobile platform that makes cities easier to use and more interesting to explore. By “checking in” via a smartphone app or SMS, users share their location with friends while collecting points and virtual badges. Foursquare guides real-world experiences by allowing users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues. Merchants and brands leverage the foursquare platform by utilizing a wide set of tools to obtain, engage, and retain customers and audiences.foursquare by the numbers (last updated April, 2011)Users: Nearly 10 million worldwide Check-ins per day: Over 3 million, with over 600 million check-ins total Businesses: Over 400,000 using the Merchant Platform (more information at foursquare.com/business)
It was Winston Churchill who said that success was going from one failure to the next with no loss of enthusiasm.You can learn as much from when things go wrong as you can when they go right!All lessons that could be learnt, perhaps creating a page that could be shared on Alumni networks.Say thanks for feedback with vouchers. Offer value through a Facebook tab/link on your main Union Facebook pageCase study: Nike Facebook places campaignhttp://www.youtube.com/watch?v=mnPh_kvNdHM&feature=player_embedded#at=17 - Nike recently gave “Destroyer Burritos,” or fake burritos stuffed with branded athletic jackets, to fans who checked into a Portland-based Korean taco truck. Case study: Odean CinemasOdean Cinema gave away free popcorn to people that checked in Case Study: NextGave away £5 giftcards at their Oxford Street branch for people check in. Case Study: GAPGap in the US gave away 10,000 pairs of jeans when users checked into Facebook places Case Study: Vitamin WaterCrowd Sourced and used Facebook for users to submit designs for their bottle packaging Case Study: Alton TowersFirst 100 people to check into Alton Towers received free nights stay in their hotel
And another one from the top one hundred, couldn’t resist... Not sure if Andy Winter is here today.
Finding new markets, e.g. Alumni. New tool, we’ll see how it develops but this does rely to some extent on you having a retail opportunity online. Can also use this as a way of developing alumni fundraising.
Its cheaper to employ someone to spend time on social media than it is to keep printing flyers and employing people to distribute them.Put another way... The cost of doing noting is far more than the cost of doing something! Take a long term view – social media is here for the long term.Take the integrated approach, agree a social media plan for the whole area and stick to it. A social media plan includes (list needs completing)Agreement on frequency of messagesTone Content
Case study: McDonaldsUsed 4square to reward random people $5/$10 gift cards when they checked into McDonalds. They received 1/3 more check ins than usual.77% of people are looking for incentives when they are thinking about engaging with a brand through social media.To reward loyalty and create brand ambassadors by offering vocal customers value.
Ok so what do we know so far…
Measuring it… Klout / Crowdbooster / Twitsprout / will track impressions, true reach etc is called social media optimisation (SMO). Golden rule of marketing or digital agencies seems to be that if it hasn’t got an acronym you can’t sell it.But conversion… that’s the key. You need to find your own metrics for that locally.And for students' unions there is a really important final point to make... be clear about whether you need a separate social media presence for each of your commercial brands or whether you could do more by using one central social media platform to engage your students on the basis of ongoing, genuine value across all of your services.the key, using your EPOS system to track vouchers.
I’ll be tweeting a link to this presentation with all of the notes.Also a link to a presentation from the TWBA Conference on Social Media that was held earlier this year.You can also find both presentations on my blog at www.tominleeds.posterous.comWith the exact target presentation (which you can also download here: https://na7.salesforce.com/sfc/p/00000000hftvUgRO7iUxmyiIvT2tFlJD9vqYvwE= <https://na7.salesforce.com/sfc/p/00000000hftvUgRO7iUxmyiIvT2tFlJD9vqYvwE=> Thanks!
If social media’s the answer, what’s the question?
“Internet-based applications that build on the ideological and technological foundations of web 2.0, which allows the creation and exchange of user generated content”Andreas Kaplan and Michael Haenlein
“We use Facebookto schedule the protests, Twitter to coordinate, and Youtube to tell the world,”Egypt protests
Growing your social influence Don't rely on talking with an influential minority, go for the masses Use blogs (professional blogs if you work in sports, politics or national news or personal blogs if you work in entertainment or technology) Make it attractive for a large number of ordinary people to share your message Experiment, measure success, learn and keep trying Promote those who promote you
Thanks... Have some free stuff! Twitter: @tominleeds Emither: email@example.com LinkedIn: http://uk.linkedin.com/in/tomsalmonleeds See this presentation (with notes and links) at www.tominleeds.posterous.com