Victorian Small Business Festival 2012 - Social media presentation - Carolyn Miller

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Victorian Small Business Festival 2012 - Social media presentation - Carolyn Miller

  1. 1. Social Media & Networking for SMEs August 2012
  2. 2. Welcome to the age of theSMALL brand
  3. 3. What’s in store today? What is Social Media? Primary Social Sites Case Studies Rules of Engagement How to get results
  4. 4. What isSOCIAL media?
  5. 5. TheSOCIAL trilogy Technology Content Dialogue
  6. 6. Social media is media, but not as we know it
  7. 7. Mass media was a one way communication
  8. 8. The conversation has become two way – anyone can be a contributor, facilitator, creator or observer
  9. 9. The social networking phenomenon is adigital manifestation of the basic human need for community and for sharing common interests
  10. 10. ‘Member Communities’ haveovertaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications. Neilsen Data
  11. 11. Social Media Landscape
  12. 12. Social media accounts for 1 out of every 6 minutes spent online in US Journalism.co.uk
  13. 13. Money is not the main currency of social media Ideas &INFORMATION are
  14. 14. Traditional &SOCIAL media are merging
  15. 15. Social mediaCANNOTbe controlled
  16. 16. The Social Media Pyramid The Social Media Pyramid Lesscontrol Dialogue / comments Creating a “community” environment eg. facebook page Creating “distributable” content videos, podcasts, widgets Gather insights by monitoring conversations More about your business &control people
  17. 17. Why consider social media?As in the real world,long-lived businessrelationships arecreated throughpersonal interaction,trust, respect,regular contact anddelivering qualityresults andoutcomes
  18. 18. Unquestionably: technology haschanged the way we interactSimply put, people havemore opportunity toresearch, discuss, networkand review each other, andcompanies or locations
  19. 19. Not just for theYOUTH "22% of all grandparents in the UK are using socialnetworks. The study showed that 71% of grandparents who use a social network use Facebook, 34% are on Twitter and 9% use the business social network20 LinkedIn." (Mashable via Social Media Today)
  20. 20. Social media is trusted as a source of information because of peer review versus
  21. 21. What’s in store today? What is Social Media? Primary Social Sites Case Studies Rules of Engagement How to get results
  22. 22. But what about YOU?
  23. 23. Popular mainstream sitesFacebook: Connect to friendsTumblr / Wordpress: Blogging sitesYouTube: Upload and share videosFlickr / Instagram: Upload and share photographsTwitter: Send and read grabs, share linksLinkedin: Professional networkingGoogle +: Challenged facebook, however a key link from googlesearchPinterest: Newest photo / content sharing siteTripadvisor: travel / restaurant reviews and links to booking
  24. 24. Facebook – July statistics 11,008,520 Aus users (steady) – 13 million UAVs according to Google Adplanner (users logging in from multiple locations – home, work, etc).Source: http://www.socialmedianews.com.au
  25. 25. People spend 21 MINUTES 40 SECONDS per day hereSource: http://www.socialmedianews.com.au
  26. 26. Facebook (d)evolutionMonetizing the newsfeed means that theplatform will continue to get lesspersonal and meaningful as time goes on
  27. 27. F-commerceHas not beenprovensuccessful, and inAustraliafacebook pageslink back to theretailer’secommerce site
  28. 28. Why?
  29. 29. So why do it? Reach & frequency Personal interaction Target adspace / promote post Integrate with other marketing Customer feedback Low cost of entry
  30. 30. Targeting is the clearWINNER here Postcode, gender, interests, age, profession etc
  31. 31. Remember, addiction to technology isconsidered more powerful thanaddictions to caffeine, alcohol &chocolateRef: TeleNav, Aug 2011
  32. 32. Manage your professional profileConnect and create contacts (current & pastcolleagues, clients & suppliers)Join groups that are relevant to your workJob postings relevant to your skillsetJoin discussions and have a dialogue withpeers (new or established)
  33. 33. Linkedin – July statistics 2,200,000 Aus users (up 100,000) Avg. 8 minutes 50 seconds per visitSource: http://www.socialmedianews.com.au
  34. 34. Linkedin is the most prominent professionalsite in social media
  35. 35. And it’s public. People can review what myprevious colleagues have said about me… Although I can approve or deny to post their comments
  36. 36. I can also see who’s been looking at my profile
  37. 37. And see who’s connected with a company
  38. 38. Why should yoube on
  39. 39. Put aFACEto yourcompany
  40. 40. Connect with PEERS in your industry – advice &recommendation
  41. 41. Demonstrate your OTHER skills
  42. 42. Conduct consumer RESEARCH and polls
  43. 43. IncreaseYOURknowledge
  44. 44. ProfileYOURcompany Testimonials Personnel Expertise
  45. 45. InternationalPRESENCE
  46. 46. Research YOUR prospectsbefore youmeet them
  47. 47. Trusted SiteOpen platformmeans peopleTRUSTthe content
  48. 48. Great Search Results
  49. 49. Most importantly, it’s business appropriate
  50. 50. Everything you ever wanted to say in 140characters or less – the premise being ‘whatare you doing?’
  51. 51. Twitter – July statistics 2,114,000 Aus users (steady) Avg. 10 minutes 50 seconds per visitSource: http://www.socialmedianews.com.au
  52. 52. More likely to connect with people you’ve never met: strangers, celebrities, politicians, executives
  53. 53. Journalists look for stories hereBig opportunity to share links, engage onissues, learn something newCustomer relations, crisis management, thought leadership,event activation, promotional offers, brand engagement
  54. 54. Language of twitter is:#hashtag@handle
  55. 55. Get involved with swarm behaviour
  56. 56. FOLLOWthe people who you would want toFOLLOW you
  57. 57. Bediscerning andrelevantin your tweets
  58. 58. Twitter versus facebook Facebook has three times as many accounts asTwitter, and 20 percent of Twitters users produce at least 80 percent of the sites content. (Problogger) 62
  59. 59. So why do it? Reach & frequency Listen to your audience Quick promotions Relationship marketing Demonstrate your expertise Google search results
  60. 60. An essential tourism / hospitality siteCustomer reviewedPreference rankedSearch categories varyProfessional & customer photosCosts nothing to set up a basic account
  61. 61. Trip Advisor – July statistics 1,060,000 Aus users (+160,000) Avg. 8 minutes 50 seconds per visitSource: http://www.socialmedianews.com.au
  62. 62. "25% of hotels [are] stillignoring social media."(TravelClick via Econsultancy)
  63. 63. “Guests who read reviews prior to booking are happier with their stay, are more likely to recommend the hotelafter their stay and aremore likely to return in the future” Ref: Marketmatrix
  64. 64. Just because YOU’RE not talking about your business,doesn’t meant other people aren’t
  65. 65. Managing FEEDBACK is essential
  66. 66. So why do it? Trust – tourists don’t know you Listen to your clientele Quick promotions Raise company profile Positive customer referral Free for a basic account
  67. 67. What are the implications of social media? People are able to review, research, interact and question more than ever before: they will do it with or without your participation
  68. 68. Scary statistic: The University of Maryland study asked studentsnot to use media for 24 hours. A large percentage of the students experienced symptoms similar to drug and alcohol withdrawal Ref: onlineeducation.net Aug 8th 2011
  69. 69. Social media is about participation, not disruption or intrusion
  70. 70. What’s in store today? What is Social Media? Primary Social Sites Case Studies Rules of Engagement How to get results
  71. 71. Posts fromevents – sheINCLUDESher audience
  72. 72. Companion productsCURRENT trends
  73. 73. Shots in-situ,FEELS like a friend
  74. 74. Posts that aren’tSELLING
  75. 75. Champions aLIFESTYLE,not just her ownmerchandise
  76. 76. RevealsHERSELF
  77. 77. Shares other BRANDS
  78. 78. Links her marketing and is CONSISTENT
  79. 79. ObjectivesReaching retirement planparticipants and sponsorsCreating conversations aboutretirement planningBuilding a reputation as an industry thought leaderGathering insights in a short timeframe
  80. 80. How?Prudential Retirement used ads to promote the pollto employees at companies with at least 1,000employees, as well as plan sponsors – for instance,human resources and benefits executives.
  81. 81. Execution – Linkedin Poll
  82. 82. “Not only did wereceive answers to ourspecific questions, but we started a conversation with people whose opinion we value” Kara Segreto Chief Marketing Officer, Prudential Retirement
  83. 83. ResultsMore than 11,000 poll responsesMore than 230 comments from LinkedIn membersPoll feedback improves product developmentGreater awareness of thought leadership position
  84. 84. Special offer bursts, engage incurrent events, respond tocustomers, celebrity diners
  85. 85. Customer updates, brandambassadors, offers, crisismanagement
  86. 86. Insider glimpses, experts,tips, sales, events
  87. 87. Soup of the day, menuchanges, opening changes,customer feedback
  88. 88. CEO Havas – personalaccount. Interests, news,content, opinion
  89. 89. What’s in store today? What is Social Media? Primary Social Sites Case Studies Rules of Engagement How to get results
  90. 90. 1 You cannotCONTROLeverything in social media
  91. 91. SOCIAL MEDIA is not a print advertisement2
  92. 92. Social media is not necessarily3 on a computer
  93. 93. You can buy adspace in social media / promote in facebook4 timeline
  94. 94. 5 But engaging CONTENT is better currency
  95. 95. You can SHARE ideas & photos, you don’t have to generate everything yourself6
  96. 96. 7Remember the web is written in ink
  97. 97. So what’s in it for YOU ?
  98. 98. Social media is an opportunity forengagementStrengthen brand personalityOffers/instant redemptionReputationEngage existing customers,reach new customers
  99. 99. What’s in store today? What is Social Media? Primary Social Sites Case Studies Rules of Engagement How to get results
  100. 100. Define the personality of yourbusinessUnderstand your audienceConsider what an interaction with your live businessprovides your customersAsk yourself why people would want to connectwith you? Offers? Local area news? Fashion tips?Recipes? Handyman hints? Tax advice? Ways tosave money?
  101. 101. Establish a reason to connectUse your existing marketing to drive people toconnect with your social media platformsRemember that social media is always on, its notsomething to update once a monthBy the same token, don’t post crap
  102. 102. Create ContentRemember that people don’t want to be sold to!Best social media practice is sharable content –something people will want to pass onEncourage feedbackRespond and interactRule of thumb: Would it interest you? If not, itsprobably not going to be of interest to anyone else
  103. 103. Create Community Hubs VIP memberships, local communitiesOffers and events – link this in with your regular marketing activity Think about ‘companion businesses’
  104. 104. Ensure your website is linkedQuick buttons from your website to link people back to your social media Allow people to share content through their own accounts
  105. 105. Integrate your marketingYour current database for eDM, Direct Mail, printadvertising etc also can connect in social mediaDifferent mediums serve different purposesDon’t forget to ask people to connect with youConsider your promotions,how might you be able touse location based services?
  106. 106. Manage negative feedbackDo not delete it! Transparency and honesty is imperative in social mediaAddress negative concerns, and show your willingness to make amendsPeople will forgive errors that are rectified
  107. 107. Connect with the competition Find our what they’re doing – follow them on twitter, facebook etc. Accept that they will be doing likewise with you
  108. 108. Check in regularlyRespond quickly to commentsEngage in conversationsBe considered in posting
  109. 109. Do one more thing than you are atthe moment But don’t spread yourself too thin
  110. 110. Start small,then upgradeEvery social mediachannel has a basicaccount and then a‘promoted’ option
  111. 111. Ask your customers to CONNECTAsk for the review,the like, the follow, the referralInclude it on your other marketing collateral
  112. 112. The marketing LOOPcan be closed both ways Use social media as a referral back to your website
  113. 113. Social Media CHECKLIST LISTEN STRATEGISE CONTENT DISTRIBUTION MEASUREMENTStart listening An over- Is this to the arching Personal? Post/farm communities strategy that Referral? content that relevant to Performance provides a will engageyour interest – What sort of metrics that roadmap for (and notwhen you get presence do show what has participation alienate) more we want to been achieved in social audiences andadvanced, use have? How through social media linked influencersa social media will we get media with your dashboard to people to Buying ads other monitor share us? marketingconversations
  114. 114. Websites to help you out:Brandmakernews.comMashable.comHubspot.comSlideshare.netRememberThe social media sites themselves – they allwant you to achieve best possible outcomes
  115. 115. Thankyou! Follow me on twitter: @cazz50

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