The Power of Social Media

2,088 views

Published on

Slides from a short talk I gave at a Destination Belfast workshop organised by the Belfast City Council and aimed at local tourism champions.

Published in: Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,088
On SlideShare
0
From Embeds
0
Number of Embeds
19
Actions
Shares
0
Downloads
35
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

The Power of Social Media

  1. 1. The Power ofSocial MediaBarry AdamsDigital Services DirectorCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  2. 2. What is ‘social media’? Wikipedia: “Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.” Social media is about conversations online about shared interests & ideas.Copyright. All Rights Reserved Pierce Communications. 2012
  3. 3. The old model: BroadcastCopyright. All Rights Reserved Pierce Communications. 2012
  4. 4. The new model: ConversationCopyright. All Rights Reserved Pierce Communications. 2012
  5. 5. Real conversations with real people • People expect to be spoken to as if they are people • Impersonal & robotic corporate communication is unacceptableCopyright. All Rights Reserved Pierce Communications. 2012
  6. 6. Authentic tone of voice • Every company has a personality • That personality should power the engagement with people on social media • Stay true to your corporate personality ‘Fake’ personalities are easily spotted and ridiculedCopyright. All Rights Reserved Pierce Communications. 2012
  7. 7. The user is in control • Having conversations mean engaging with your users • Conversations happen on the user’s terms You are ‘intruding’ in their social space, so you need to make sure the conversation is worthwhile to have • The old adage ‘customer is king’ is 100% true On social media, the user is kingCopyright. All Rights Reserved Pierce Communications. 2012
  8. 8. So what’s in it for me? • Conversation – not broadcast • Be authentic and true to your corporate personality • It happens on the user’s terms So why would we do social media at all?Copyright. All Rights Reserved Pierce Communications. 2012
  9. 9. Because that’s where your customers are • Facebook: 900 million users 3.2 billion likes & comments every day On average users spend over 5 hours/month on FB • Twitter: 550 million users 4o0 million tweets a day • Others: LinkedIn: 150m users Google+: 170m usersCopyright. All Rights Reserved Pierce Communications. 2012
  10. 10. Be realistic • Social media are social spaces; Commercial messages are rarely welcome • Understand what each social media site is good at; Use what works for each specific platform • Establish clear goals & objectives; What is it you want to achieve? What platforms should you use for that?Copyright. All Rights Reserved Pierce Communications. 2012
  11. 11. Source: Go-Gulf.com, May 2012Copyright. All Rights Reserved Pierce Communications. 2012
  12. 12. Facebook • The biggest social network by far and the most mature platform for businesses; Facebook Pages Facebook Advertising • Highest engagement levels of all social media platforms More time spent on Facebook than on any other site.Copyright. All Rights Reserved Pierce Communications. 2012
  13. 13. Facebook Pages • A Facebook Page is the primary presence of a business on Facebook • All corporate activity on Facebook has to happen via its Page • On average only 16% of your page’s fans will see your post Solution: promoted post:Copyright. All Rights Reserved Pierce Communications. 2012
  14. 14. Copyright. All Rights Reserved Pierce Communications. 2012
  15. 15. Copyright. All Rights Reserved Pierce Communications. 2012
  16. 16. Facebook AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
  17. 17. Twitter • Used to send 140-character messages Very good engagement levels • Limited advertising opportunities Sponsored tweets are expensive Paid-for tweets by celebs need to be declared • Great viral potential Twitter Retweets are more powerful than FB likes Media pay more attention to what happens on TwitterCopyright. All Rights Reserved Pierce Communications. 2012
  18. 18. Twitter tools • Main Twitter account • Hashtags: #paralympics #justinbieber #followfriday • Following the right people • Engage with followers • Average half-life of a tweet: 18 minutes* * Source: http://www.seomoz.org/blog/when-is-my-tweets-prime-of-lifeCopyright. All Rights Reserved Pierce Communications. 2012
  19. 19. Copyright. All Rights Reserved Pierce Communications. 2012
  20. 20. LinkedIn • The most popular ‘business’ social network Users create profiles which are more or less extended CVs Connect with (former) colleagues & business associates Share updates Get recommendations & recommend others • 150m users (May ‘12) • Primarily used for business networking Groups Events • A popular tool for recruitersCopyright. All Rights Reserved Pierce Communications. 2012
  21. 21. LinkedIn for business • Company page Showcase products & services Add employees Post updates Advertise jobs Get recommendations • Advertising Targeted adsCopyright. All Rights Reserved Pierce Communications. 2012
  22. 22. Pinterest • Social image/video sharing network You can upload (‘pin’) photos & videos Like & Re-pin others Comment on pins • 23 million users (Aug ‘12) 97% are femaleCopyright. All Rights Reserved Pierce Communications. 2012
  23. 23. Four Steps to a Successful Social Media Strategy 1. Set goals & objectives 2. Define your audience 3. Create engaging content 4. Measure & analyseCopyright. All Rights Reserved Pierce Communications. 2012
  24. 24. Questions?badams@piercecommunications.co.ukhttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012

×