2Learning Objectives1.To learn about a variety of social mediatools to help us listen, connect, add valueand measure.2.To identify a strategy for roll-out of socialmedia in my organisation.3.To learn from successful social mediapractitioners and organisations.4.To understand how to use social mediatools to nurture a community of fans andfollowers.
39am – 10.15 am MODULE 1 ● Key Trends in Social Media10.15am – 10.30am Coffee break10.30am – 11.30am MODULE 2 ● Twitter11.30am – 1pm MODULE 3 ● Facebook1pm – 2pm Lunch2pm – 3.15pm MODULE 4 ● Social media and PR3.15pm – 3.30pm Tea break3.30pm – 5pm MODULE 5 ● Social media strategyAgenda: Day 3
8Lessons• 1-PERSON: A single person with a smartphonecan make a huge impact globally• 2-WAY: Some characteristics of social media:speed, amplification, pass-along value,archival, offers instant feedback and moreengagement• LIKE-ME: People care more when it’s someone“like me”: more human, more real, more visual,more believable, more authentic
34*Mobile penetration: 141.6% **Internet penetration: 60.7%Force 1: Rise of access*Source: Malaysia, Q4, 2012, MCMC **Internetworldstats.com Dec 2011
35Force 2: Media fragmentationOpinion forming elite• One-way, one-to-many• Sole or few sourcesdictating schedules andheadlines from top-down.• Very little engagementor feedback encouragedand even these areedited.Here it is, you decide• Many-to-many• Bloggers, tweeters,podcasters, aggregators,producers, commenterspost in near real-time• Many sources engage inthe conversation fromgrassroots-level.Mass media >>> Masses of niche media
3838One definition: It’s anumbrella term that definesthe various activities thatintegrate technology,social interaction, and theconstruction of words,pictures, videos andaudio….What’s social media?
40What is social networkingand social media?• Social networking in Plain Englishhttp://www.youtube.com/watch?v=6a_KF7TYKVc• Social media in Plain Englishhttp://www.youtube.com/watch?v=MpIOClX1jPECopyright: Lee & Sachi LeFever, CommonCraft.com
471. You wont know what peopleare saying about youThe conversation is taking place anyway.You can choose to participate or you canignore it, but people are talking -- evenwhen youre not listening.
482. You wont know whats going onListening in to conversations on Facebook, Twitter and theblogosphere is like having a free focus group going 24/7. If you listen to your market, youll be able to anticipatecustomer needs, make better products, improve services andhear whats wrong with what you are currently delivering.
493. No one knows the real you• Someone may already be squatting on your brand andspewing false corporate messages• If you dont secure your brand accounts on Twitter,Facebook, no one will know if its real or fake. Get out there with your own voice and establish areputation for authenticity and truth - its a lot harderfor someone else to hijack your brand.
504. When you need a voice, youwont have any credibility• Typically, organizations only think of a blog or aTwitter account, after a crisis hits.• Whether youre talking online or off, it takesmonths – even years – to establish trust in arelationship.• You need to start the conversation in order tostart making deposits in the bank of trust.Then when you need it, the credibility will bethere.
515. Youre giving away acompetitive advantage• Whether you are listeningor not, chances are yourcompetition is monitoringwhat your stakeholdersare saying about you.• They may get thefeedback you don’t andbe able to bring a newproduct to market faster,and meet the needs ofthe marketplace betterthan you can.
52“Fish where the fish are!”Users are spend more time insocial networks rather thanportals or destination sites.Reach more people: Introducenew users to your services orproducts through conversationSpread your message andagenda: Embed on blogs,social networks, video sites pro-activelyWhy use social media?
59Key trends in socialnetworks in 2013• Mobile first• Visual: Rise of video, photos• Humanizing the experience wins• ROI: right content, right context = $• Community management going in-house,round-the-clock monitoring is the reality.• Early days yet, big corporations still makeblunders