MMM Intro to Social Media

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This is a presentation we use to introduce people to social media. We will be presenting it at the Fish Creek Calgary Public Library on June 22nd, 2010 at 7:00pm. it\'s FREE so come join the fun!

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  • The basic story is that there was an internal gaffe where Ford’s legal department sent out cease and desist letters to forum owners using Ford trademarks. Obviously the story was twisted and changed, and in the endpeople were outraged.
  • MMM Intro to Social Media

    1. 1. A Presentation on Social Media:<br />It`s Function and Implementation in Business<br />Presented By:<br />
    2. 2. Presentation Agenda<br />A. Introduction to My Media Magnet<br />B. Social Media and You<br />C. Phases of Social Media Engagement<br />1. Research<br />2. Listen<br />3. Report<br />4. Participate<br />5. Organizational Adaptation and Transformation<br />6. Business Performance Metrics<br />
    3. 3. My Media Magnet<br />Who We Are<br />My Media Magnet is a partnership formed by Troy Jaggard who has a Diploma in Design and Motion Graphics (Dev Studios) and Elise Golanowski who has an Applied Communications Degree of Electronic Publishing (MRU). Our experience with Social Media Marketing has required a lot of research and we continue to learn more as our Social Media network grows daily. We’ve researched the tools necessary to be successful in Social Media and we can put them to work for individuals and brands. Our mission is to, “Increase brand awareness and online saturation for our clients through Social Media Campaigns.”<br />
    4. 4. My Media Magnet<br />What We Do<br />My Media Magnet is a Social Media Marketing company. This means that we build, maintain, employ and monitor Social Media profiles for our clients to ensure the success of their Social Media Campaigns. We believe that there is ‘The Big 3’of required Social Media accounts for businesses that includes Twitter, Facebook and LinkedIn.<br />With over 150 social networking sites available, we try to focus on what`s most popular and beneficial for our clients. There are new sites daily that we try to keep on our radar and monitor (ex. Google Buzz), using online trends as a guide for what`s working.<br />
    5. 5. Social Media and You<br />Blogs<br />How a blog can work for you within your company:<br />Set-up a blog where you can keep a journal about upcoming company events, promotions and news<br />By employing the correct strategies you can promote your company and encourage others to subscribe to your blog<br />Allows you to monitor non blog content easily and gives you space to create content to share or keep private<br />Establish password protected posts, have multiple authors or have different types of users where they can only post drafts, not publish to the front page, utilizing your blogging platform to represent your company in the best light possible<br />Integrate your blog with your other media and your company web presence<br />A word about blogs and Wordpress:<br />Having a blog is a great way to get started with social media<br />It provides freshly updated content daily<br />Aids in search engine optimization <br />We prefer to use Wordpress as our blog and content manager<br />Wordpress was started in 2003 and has grown to be the largest self-hosted blogging tool in the world<br />4 out of 5 users prefer Wordpress to other services like Blogger<br />Wordpress just added themes that are optimized for mobile phones<br />Used on millions of sites and seen by tens of millions of users everyday<br />Open-sourced project, which means there are hundreds of people all over the world working on it<br />
    6. 6. Social Media and You<br />LinkedIn<br />How LinkedIn works for individuals and companies:<br />Find and be introduced to potential clients, service providers and subject experts<br />Provides services to monitor and manage the information that‘s publicly available about you as a professiona<br />Allows you to create and collaborate on projects, gather data, share files and solve problem<br />Enables you to be found for business opportunities and find potential partners<br />LinkedIn gives you the tools to gain new insights from discussions with like-minded professionals in private group settings<br />Provides you with opportunity to post and distribute job listings to find the best talent for your company<br />A word about LinkedIn and its features:<br />LinkedIn is a network of experienced professionals from around the world representing 170 industries and 200 countries<br />A new member joins LinkedIn approximately every second<br />They have over 50 million users as of October 14th, 2009; a jump from 45 million users since August 12th, 2009.<br />Linkedin saw a 5.68% growth in traffic for the month of September alone<br />Executives from all Fortune500 companies are LinkedIn members<br />LinkedIn truly is international with 50% of their users being from outside the U.S.<br />They won two Webby awards in 2007 for services and social networking<br />
    7. 7. Social Media and You<br />Twitter<br />How Twitter works for individuals and companies:<br />Twitter’s services allow you to expand your social and professional networks<br />People are able to communicate with like-minded individuals by researching their Twitter profile, feed, and followers<br />Keep yourself in the know on industry updates<br />Create links to your website or blog<br />Participate in the community<br />A word about Twitter and its features:<br />Its simple: Twitter asks one question, "What are you doing?" and your answer, or ‘Tweet’, must be under 140 characters!<br />Tweets are then sent to the general Twitter population, more specifically to the Twitter feed of the people that have added you as a friend or that ‘Follow You’ to keep everyone you know ‘in the know’!<br />Messages can be sent via mobile texting, instant message, or the web making the service accessible for nearly everyone!<br />Twitter has grown at a phenomenal rate with an increase of 1,350% in active users in the past year<br />
    8. 8. Social Media and You<br />Facebook<br />How Facebook works for individuals and companies:<br />Facebook services allow you to expand your social and professional networks<br />Provides you with the opportunity to advertise and host events such as contests and publicize it to your network for increased brand awareness<br />People are able to communicate with like-minded individuals by researching their Facebook profiles, including groups and friends, to tailor their network for their specific needs<br />Be one of the first to know about industry updates<br />Create links to your website and/or blog<br />Participate in the community<br />A word about Facebook and its features:<br />Facebook has a global reach with 70% of their users outside the U.S.<br />Facebook’s fastest growing demographic is 35 years of age and older<br />More than 65 million active users currently access Facebook through their mobile devices making it extremely accessible for the general population<br />More than 10 million people become fans of pages daily, giving businesses a unique opportunity on which to capitalize<br />Facebook is the second most trafficked PHP site in the world<br />They led the industry in giving people the tools to control the information they share and with whom they share it in a time when privacy is difficult to come by<br />
    9. 9. Relevant Sites<br />Phases of Social Media Engagement for Unique Stakeholder Options<br />1. Research<br />Current Buzz<br />Using Metric Tools<br />2. Listen<br />Google Analytics<br />Develop Presence<br />3. Report<br />Analysis<br />Research<br />Conversation<br />4. Participate<br />Strategic Visibility<br />Rapid Response<br />Relevance<br />Action<br />5. Organizational Adaptation and Transformation<br />Empathy<br />Purpose<br />Community<br />Humanize Brand and Define User Experience<br />6. Business Performance Metrics<br />
    10. 10. Phase 1: Research<br />Relevant Social Media Tools<br />Wordpress Blog<br /><ul><li> Started in 2003, has grown to be the largest self-hosting blogging tool in the world
    11. 11. Fully Customizable Interfaces allow for well-branded blogs
    12. 12. Assists in monitoring using keywords and categorization
    13. 13. Assists with SEO (Search Engine Optimization) by providing users and Google with fresh content</li></ul>‘The Big 3’<br /><ul><li>LinkedIn, Twitter and Facebook comprise ‘The Big 3’ of social media sites.
    14. 14. Each site has its own unique language, purpose and benefits for companies
    15. 15. LinkedIn is a professional networking site; its purpose is to connect people within their industry
    16. 16. Twitter is a social networking site focused on sharing information
    17. 17. Facebook provides companies with greater opportunity for discussions, contests and promotions</li></ul>Other Examples<br /><ul><li>Forums, Digg, video platforms</li></li></ul><li>Phase 1:Research<br />Current Company Buzz<br />What is Buzz Monitoring?<br />The keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer <br />Becoming increasingly popular as a base for strategic insight development alongside other forms of market research<br />Involves the checking and analysis of myriad online sources such as internet forums, blogs, and social networks <br />Data can be provided in real time, which means that critical issues can be picked up instantly <br />Can actually guide further product and service developments<br />Buzz Monitoring<br /><ul><li>Focused Campaign
    18. 18. Competition Analysis
    19. 19. Market Statistics
    20. 20. Content Management
    21. 21. Responsive Positioning</li></li></ul><li>Phase 2:Listen<br />Using Metrics Tools<br />What do Metrics tools allow/provide?<br />Track keywords through customized searches related to your organization, industry and competitors<br />Isolate geographic, demographic and language parameters<br />Identify frequently discussed topics around both yours and your competitor’s brand<br />Gauge whether discussions about your brand are positive, negative or neutral<br />Respond to consumer complaints online before they make their way into the mainstream media<br />Offset negative comments with positive announcements on new initiatives<br />Measure the impact of a blog or social media network on your brand<br />Review who is discussing your brand by analyzing their age and gender<br />Demonstrate ROI of a particular campaign by reviewing charts generated through monitoring that show spikes in mentions of your brand in social media<br />Discover top sources where your organization is being mentioned or discussed<br />
    22. 22. Phase 2:Listen<br />Google Helps Out<br />What is Google Analytics?<br />Shows you how people find, navigate and how they become customers<br />Brings a new level of accessibility for enterprise-class businesses<br />Allows you to analyze and compare different time periods<br />Visualize data in different ways<br />Lets you send and schedule personal report emails<br />Incorporation of AdWords into analytics<br />Clickable heat maps to display your customer by continent, region, or state<br />Provides reports to help you design better effective landing pages<br />Helps you find and correct market conversions on your site<br />Gives you rich insights into your website traffic and marketing effectiveness<br />Monitors your reports and automatically alerts you of significant changes in data patterns<br />Allows you to isolate and analyze subsets of your traffic<br />Flexible customization for customized tracking<br />
    23. 23. Phase 3:Report<br />Generate an Executive Report of Findings<br />Distil existing social media conversations into an executive report. This early form of reporting is merely designed to provide decision makers with the information they’ll need for continued exploration of social media and its potential impact on business.<br />Findings<br />Executive Report<br />
    24. 24. Phase 4:Participate<br />Satisfy the 5 Components of Participation<br />The ultimate goal of this stage is to humanize the brand and give your company the power to define your user experience. This can be achieved through five processes including developing a presence, analysis, becoming part of the conversation, developing rapid response methods and taking action.<br />A.<br />Develop Presence<br />Participate<br />B.<br />Analysis<br />C.<br />Research<br />Conversation<br />D.<br />Strategic Visibility<br />Rapid Response<br />E.<br />Relevance<br />Action<br />Empathy<br />Purpose<br />Community<br />Humanize Brand and Define User Experience<br />
    25. 25. Phase 4:Participate<br />A. Develop a Presence<br />Create an official presence across one or more social networks. This can include any social media sites you feel are most relevant to your company. With over 150 social networking sites currently available, we suggest starting with the most effective. Our approach begins with a blog and ‘The Big 3’, which includes LinkedIn, Facebook and Twitter.<br />When creating company profiles consistency of identity should be a key concern. It is possible to have both personal and business accounts with most service providers using different email addresses, thus providing you with the opportunity to maintain both a personal and professional account without blurring corporate lines. <br />One company really working to develop a presence using social media is Dell and they claim its gained them $1 million in revenue. Their approach includes blogs, forums, wikis, media galleries and groups.<br />
    26. 26. Phase 4:Participate<br />B. Analysis<br />Review social media activity for:<br />Frequency – The rate of mentions<br />State of sentiment allocation<br />Traffic<br />Size of Connections (friends, followers, fans, etc.)<br />Provides limited glimpse into the effects of presence and participation<br />
    27. 27. Phase 4:Participate<br />C. Conversation<br />Representative of an early form of participation, this stage usually evokes reactive engagement based on the nature of existing dialogues or mentions and also incorporates the proactive broadcasting of activity, events and announcements<br />3 Elements of Successful Conversation Online<br />Research: <br />Review activity for public sentiment, including negative and neutral commentary<br />Observe trends in responses and ultimately behavior<br />Develop an understanding of where to concentrate activity, at what level, and with what voice across marketing, sales, service and PR<br />Strategic Visibility: <br />Introduce relevance and focus<br />Find our where you would be missed and focus your efforts there<br />The social web is far more extensive than Twitter, blogs and Facebook, brand managers search across the entire web to locate where influential dialogue transpires<br />Relevance<br />“Chatter” or aimless broadcasting is not as effective as strategic communications and engagement<br />Explore goals, objectives and value implementation<br />Exchange online is based on trust and loyalty<br />
    28. 28. Phase 4:Participate<br />D. Rapid Response<br />Listen for potentially heated, viral and emotional activity in order to extinguish a potential crisis or fan the flames of positive support<br />
    29. 29. Phase 4:Participate<br />E . Action<br />A. Empathy<br />+<br />B. Purpose<br />=<br />Community<br />We become social architects, and build the roads necessary to lead customers to a rich and rewarding network, full of valuable information and connections.<br />Our story migrates from consumer to consumer forming a powerful connection that reveals true reactions, perceptions and perspectives.<br />The conversations that bind us humanize the brand and form a human algorithm that serves as the pulse of awareness, trustworthiness and emotion.<br />Online activity must not only maintain a sense of purpose, it must also direct traffic and shape perceptions<br />As we attempt to redefine the experience of new customers, prospects and influencers, we essentially makeover a brand.<br />Humanize Brand and Define User Experience<br />Action<br />Businesses must act; once the door to social consciousness is opened, bring the spirit of your company through it to affect change. Act with the Empathy and Purpose:<br />Empathy<br />Social media personifies companies <br />Listening and observing is not enough <br />The ability to truly understand someone, their challenges, objectives, options and experiences allows us to better connect with them.<br />Purpose <br />Shift from simple response to purposeful, strategic communication will be mutually beneficial<br />This stage allows you to create captivating content and messages<br />Have to give the audience something to believe in, something that moves them<br />A + B = Community: Community is an investment in the cultivation and fusion of affinity, interaction, advocacy and loyalty. Community is earned and fortified through shared experiences. <br />
    30. 30. Phase 5: Organizational Adaptation<br />Social Darwinism<br />Survival does not hinge solely on a company`s social media strategy; the social element is but one part of an overall integrated strategy<br />It`s how we learn and adapt that ensures our place within the evolution of our markets<br />The introduction of new roles will beget the restructuring of teams and workflow, which will ultimately necessitate organizational transformation to support effective engagement, production and the ongoing evolution towards ensuring brand and product relevance<br />Adaptation: <br />Artful listening, community building and advocacy must align with an organization`s ability to adapt and improve is products, services and policies<br />In order for teams to collaborate well externally in the realm of social media, there must first be some internal collaboration<br />Interdepartmental cooperative exchange provides a means for which to pursue sincere engagement over time<br />
    31. 31. Phase 5: Organizational Transformation<br />The Conversation Workflow<br />Instance<br />Organizational Transformation:<br />Internal reorganization of teams and processes to support a formal Social Customer Relationship Management (sCRM) will become imperative<br />Influence isn`t relegated to one department or function within an organization<br />An integrated an interconnected network of brand ambassadors must work internally to ensure that the brand is responding to constructive instances, by department; necessitated by inevitable external communications<br />At the departmental and brand level, successful social media marketing will require governance and accountability<br />Organizational transformation will gravitate towards a top-down hierarchy of policy, education and empowerment across the entire organization<br />Listening Agent<br />Investors<br />Stakeholders<br />Consumers<br />Innovators<br />Partners<br />Peers<br />Experts<br />Tastemakers<br />Product<br />Service<br />Marketing<br />Interactive<br />Public Relations<br />Finance<br />Human Resources<br />E-Suite<br />The Board<br />Internal Circulation of Information<br />
    32. 32. Phase 5: Organizational Adaptation and Transformation<br />An Approach to Transparency and The Internal Circulation of Information<br />Many companies are implementing social media policies and guidelines to begin building communities online<br />Often technologically advanced companies or marketing and communications firms that have implemented company wide twitter and blog accounts for social media contributions<br />IBM is one company that has developed an extensive policy on social media to address employee use and transparency<br />Telstra (a 40000+ person Australian telecom giant) offers an even more comprehensive guide with video and specific Q & A features (ex. “what if my [personal] blog post is critical of Telstra?”) <br />One suggestion we have is an internal blog that can only be viewed, edited, commented on and approved by employees with an administrator to publish completed posts for public view<br />
    33. 33. Phase 6:Business Performance Metrics<br />Redefining ROI<br />Executives may be uninterested in transparency or authenticity; with numbers and profits being their most prominent concern <br />Understanding that the overall goal, and job, is to steer a company toward greater profits; we need the numbers behind the activity at every level<br />Social is measurable and the numbers are empowering for social media campaigns<br />The inclusion of business performance metrics is the difference between visibility and presence<br />ROI: <br />Without an understanding of the volume, locations and nature of online interaction, the true impact of our digital footprint and its relationship to the bottom line of any business is impossible to assess<br />An immersive view of social media goals and objectives allows us to truly measure ROI<br />Business Performance Metrics reveal the meaning and opportunity behind the numbers and allows us to identify opportunities for interaction, direction and action<br />
    34. 34. Employing Social Media<br />Examples – The Pentagon<br />Some brands have already undertaken the task of developing a social media campaign and are employing it extremely well. We`ve compiled some examples of different companies that have their own unique focus for their campaign and are implementing different methods to accommodate their unique needs. <br />The Pentagon<br />Using various new media channels to communicate with the public, potential recruits and its 2.6 million military servicemen and women around the world. They have the biggest internal audience of any organization in the world.<br />Consistency has been observed on every profile<br />
    35. 35. Employing Social Media<br />Examples - IBM<br />IBM<br />When IBM decided they wanted to start using blogs, they didn’t just create one blog, they created an entire network. IBM created a way and allowed their employees to write about their experiences, what they’re working on, or any other topic of choice.<br />IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes. By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products. Users get to see how IBM operates, and are given a direct connection with IBM employees.<br />Having a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry.<br />
    36. 36. Employing Social Media<br />Examples - Ford<br />Ford<br />Does a great job using Twitter<br />Did a great job quelling a would-be public relations disaster online with the use of social media<br />Quick to act and reveal the true story<br />As things were being fixed and a compromise ironed out, the public was informed every step of the way<br />Social media can be used to inform consumers in real-time how a corporation is reacting to events that affect the customer<br />Transparency in the process and access to constant information can help stop a negative story from going viral<br />
    37. 37. Q<br />Conclusion<br />Q & A<br />A<br />&<br />

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