Social media 2.0

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  • 1. AN INTRODUCTION BY
  • 2.
    • ERIK QUALMAN
    • AUTHOR, “SOCIALNOMICS”
    SOCIAL MEDIA – DO IT RIGHT! “ We don’t have a choice on whether we do social media, the question is how well we do it”
  • 3. SOCIAL MEDIA STRATEGY BEGINS WITH:
    • Why do we need to do this?
    What is our objective? What is the purpose of our presence?
  • 4. MONITOR TRENDS! When planning strategy it is important to look at the trends and see where the people you are trying to reach fall within them.
  • 5.
    • 52% of Americans over 12 have a profile on one or more social networks.
    • 51% of Americans over 12 are on Facebook.
    • 46 million Americans over 12 check their social media sites and services several times a day.
    • One in four social network users follow brands, products or services on social networks.
    • Among those who follow a brand, product or company on social networks, 80% use Facebook to do so.
    SOME SOCIAL MEDIA METRICS from The Social Habit | The Edison Research/Arbitron Internet and Multimedia Study 2011 www.edisonresearch.com/social_media_research.php
  • 6.
    • Of users of social networking sites, 56% are female.
    • Users of social networking sites have more friends and more close friends.
    • The average adult on Facebook has 229 “friends.”
    • Facebook users are 3 times more likely to feel that “most people can be trusted.”
    • They trust friends and peer recommendations more than advertising.
    MORE SOCIAL MEDIA METRICS Social Networking Sites and Our Lives| A Project of the Pew Research Center http://pewinternet.org/reports/2011/technology-and-social-networks.aspx
  • 7.
    • Think about the person you are trying to reach and where they spend their time online.
    • For example:
    • 40% of US women read blogs
    • Moms with “smart” phones spend 6 hours a day using mobile apps
    • 8% of the US population is on Twitter
    PLANNING A SOCIAL MEDIA STRATEGY
  • 8. CURRENT TRENDS Constant evolution of Facebook Coupons are king – social discounts (Living Social, Groupon) as well as coupon promotions Picture sharing – Picplz, Instagram, Color Geo-location – FourSquare, Gowalla, Facebook places
  • 9. SOCIAL MEDIA IS A MARATHON
    • CLAY HEBERT
    • FOUNDER & CHIEF ENGAGEMENT OFFICER, TRIBES WIN
    “ Social media is a marathon, not a sprint. Measure everything, See what works. See what doesn’t. Tweak and optimize the plan as you go.”
  • 10. SOCIAL MEDIA IS A CONVERSATION
    • GARY VAYNERCHUK
    • AUTHOR,
    • “ THE THANK YOU ECONOMY”
    “ Your engagement has to be heartfelt or it won’t work.”
  • 11.
    • 90% of consumers trust recommendations from their peers.
    • 14% of consumers trust advertising.
    • 70% of consumers trust a stranger’s online opinion.
    SOCIAL MEDIA’S INHERENT VALUE = TRUST A SOCIAL MEDIA CAMPAIGN IS AN OPPORTUNITY TO SHARE, LISTEN AND SPEAK DIRECTLY WITH YOUR AUDIENCE.
  • 12.
    • Even if your end strategy is to promote yourself (and of course it is), social media is about building community and gaining your customer’s trust.
    SOCIAL MEDIA IS ABOUT GAINING TRUST Do not use it as a bully pulpit with the sole purpose of pitching yourself.
  • 13.
    • It’s important to understand that it takes an investment of time, but in the end the ROI of customer loyalty and the relationships built will be worth far more than any amount of money spent on a 60 second TV commercial.
    RETURN ON INVESTMENT
  • 14.
    • ERIK QUALMAN
    • AUTHOR, “SOCIALNOMICS”
    RETURN ON INVESTMENT “ The ROI of social media for your business will still exist in five years.”
  • 15. KEY TAKEAWAYS
    • Conversation is key
    • The most important thing is to form relationships and share content.
    • Structure online voice so it is consistent across platforms
    • And jump into conversations!
    • Move beyond basic level interactions
    • Fan insight, beyond the “like” button, adds value to meet needs of and provide service to the network. And keeps people talking.
  • 16.  
  • 17. Entire contents ™ and © 2011 BY