Social media strategy
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Social media strategy

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Social media strategy Social media strategy Presentation Transcript

  • Social Media Strategy Marketing Tuan Loc Nguyen
  • What is social media? An online conversation 1 in words images video & sound
  • What is social media? • Defining activities that integrate • Technology • Social interaction • Shared knowledge • Thought leadership • Where communities are shifting their attention • Where customers and partners expect our presence 2 Ignore them and they will leave us behind
  • Social media in the workplace Has changed the way problems get solved, strategies get built and decisions get made 3
  • Social media in the workplace • Workers using social media can • Seek expert advise • Get recommendations • Share feedback • Exchange ideas Can enrich our brand, grow our stature and increase adoption 4
  • Proliferation of social interaction 5 Converse with anyone, anywhere, anytime Returning control to individuals and consumers in unprecedented ways
  • Proliferation of social interaction 6 A new set of tools that allow us to do what we love most Tell stories, connect and share feelings with each other
  • Proliferation of social interaction 7 Instantaneous aggregation and creation of content By the people, of the people, for the people On the social Web
  • What is social media? 8 Social Media IS People-driven Transparent Engaging Inclusive Sincere Social Media is NOT Controlled Impersonal Exclusive Formal One-sided
  • Business Benefits 9 Increase Visibility: Improve SEO using keywords defining your brand to facilitate searches.
  • Business Benefits 10 Thought Leadership/Consideration: Provide a source of relevant expertise, building credibility and future consideration.
  • Business Benefits 11 Competitive Insights: Stay aware of industry and competitor conversations. Join in and contribute.
  • Business Benefits 12 Goodwill: Identify opportunities for engagement with all your target audiences, heightening brand loyalty.
  • Business Benefits 13 Humanize Brand: Showcase your company’s personality through direct engagement with customers.
  • Business Benefits 14 Early Warning: Hear about customer concerns and address them quickly.
  • Key trends with IT buyers 15 Percentage of hours per week of online media consumption Social media/user generated content: Wikipedia, Twitter, Facebook, LinkedIn, etc. Editorial media: Information Week, CNN, WSJ.com, etc. Vendor content: Vendor produced whitepapers, webcasts, etc 45% 26% 29%
  • Key trends with IT buyers How does social media help you do your job better? Solve problems in the workplace through experience-based advice Stay current and learn what my peers know Make better decisions based on insights from like minded professionals Evaluate vendors and products Build professional reputation and advance career Social media does not help me do my job better 16 64.4% 64.3% 55.6% 39.2% 33.4% 14.6%
  • Social media at ShoreTel 17
  • Blogs • A blog is a different kind of communications channel, engaging readers in a two-way conversation with global reach – the blogosphere. • A blog is the central hub of a social media presence. • A blog can be a website or part of a website. Usually maintained by an individual with regular entries of topical interest. • Visitors can leave comments and even message each other on blogs. This interactivity is how they differ from static websites. 18
  • Blogs of companies increased investments in social media in 2011. of companies have acquired a customer through their blog. of daily internet users read blogs. 19 54% 57% 65%
  • ShoreTel Blog • Over 10,000 people have visited the ShoreTel blog so far in 2012. • The most popular post is ShoreTel 12 – UC Simplified. 20
  • Twitter • 39% of B2B companies using Twitter have acquired new customers from it. • Leads generated via inbound marketing tactics like blogging and social media cost 62% less. • Blogging can increase your Twitter reach by 75%
  • @shoretel • Over 14,000 followers • Communicating with customers, prospects, partners, analysts and more.
  • Facebook • Facebook Page: Mini-website to share information, grow a fan base, offer multimedia content, announce events and updates. Enhances brand awareness and loyalty by keeping customers and prospects informed and bridges the gap between generations. Facebook users are comfortable there. It’s not about conducting business, it’s about being accessible – easy for customers to find.
  • Facebook of U.S. adult Internet users are on Facebook. of B2B companies using Facebook have acquired new customers from it. of Facebook’s active users are over the age of 35. 87% 41% 40%
  • Facebook
  • LinkedIn • Sharing free, relevant content online helps search engines & prospects find you. • Email usage is declining by as much as 59% across all age groups. • U.S. Internet users spend 3X more minutes on blogs and social networks than on email. • LinkedIn is perfect for B2B organizations. Functionally similar to Facebook, LinkedIn focuses on education, work history, companies and professional interests; aligning with B2B companies looking to market to specific business niches and demographics.
  • LinkedIn
  • How to participate Listen Monitor conversations track brand mentions and identify influencers Plan Map out objectives, goals strategies and tactics Engage Develop consumer/ influencer engagement plan and content strategy Measure Assess conversation impact and monitor sentiment
  • Guiding principles 29 Set clear goals Be specific and keep objectives in mind for every initiative. Enlist team members It’s all about real-time response and continuously updated information. Know what’s popular with your targets Research and focus resources where your audiences are. Stay transparent Always offer complete information and admit vested interests. Keep it conversational Write like would to a friend - ask questions and solicit opinions. Write what you know Stick to issues regarding your organization and position yourself as an expert. Admit mistakes Be the first to admit your wrongs and make them right. Do
  • Guiding principles 30 Dive in before you’re ready Define objectives, goals and metrics for success and accountability. Confuse social media with advertising Keep your brand personal on social media sites. Feel you have to use every social media site Research which sites your customers visit and how they consume content. Forget that social media is part of the brand Posts, pictures, images, tweets status updates can stay online forever. Make an audience feel uncomfortable Being negative can deter an audience from engaging with you. Ignore criticism Respond respectfully, with objectivity. It can turn critics into supporters. Be fake Be yourself. Don’t employ “flogs” (fake blogs to promote a service or product. Don’t
  • Customers ShoreTel is already making waves in social media. 31