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Social Media Introduction


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This is a presentation from our recent workshop here at Essential Communications. This presentaion provides an outline of social media, from platforms to engagement.

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Social Media Introduction

  1. 1. 72% of IT decision makers will refer to some form of social media during their decision making process!<br />
  2. 2. Social Media Marketing Workshop<br />Felix HemsleySocial Media Marketing Manager<br />
  3. 3. Contents<br /><ul><li>Who am I
  4. 4. Who are Essential & How Social are we
  5. 5. What is Social Media
  6. 6. What Social Media Isn’t
  7. 7. Why Adopt Social Media
  8. 8. Trends & Statistics
  9. 9. The Social Media Landscape & Platforms
  10. 10. Case Studies - Dell Hell & Ash Airlines
  11. 11. Organisational Infrastructure
  12. 12. Social Media Guidelines
  13. 13. Engagement & Partnerships
  14. 14. Ethics & Etiquette
  15. 15. Applications
  16. 16. Metrics and Monitoring
  17. 17. How this is all Changing the Marketing Model
  18. 18. Key Take-outs</li></li></ul><li>Who am I<br /><ul><li>Felix Hemsley – Social Media Marketing Manager at Essential Communications
  19. 19. Experience :
  20. 20. Digital search marketing account manager working with B2C clients including Comet, Argos, Hallmark, RackSpace,
  21. 21. Word of mouth account manager working with Nokia, Toshiba, 3Mobile, STA Travel, Charities...
  22. 22. Social Presences:
  23. 23. Twitter - @felixhemsley
  24. 24. Facebook
  25. 25. LinkedIn -
  26. 26. Wordpress –</li></li></ul><li>Who are Essential?<br /><ul><li>Essential Communications is a Marketing an PR agency, specialising in the technology and it markets
  27. 27. Founded by Sam Rudland in 2002, Essential has grown to a team of 16 skilled marketeers
  28. 28. Working across both traditional and new media channels, from Social Media and Web Design to Direct Mail and Events
  29. 29. Where to find us:
  30. 30.
  31. 31.
  32. 32.</li></li></ul><li>What is Social Media<br /><ul><li>A leveraging of web 2.0 technologies which enable collaborations online
  33. 33. Enabling everyone online to have a voice and engage in conversations which matter to them
  34. 34. Extends beyond textual conversations, and includes social gaming, social documents, social editing, voice, video...
  35. 35. Social Media brings people with shared interests together into groups online to; share, recommend and direct others
  36. 36. As varied as the people who participate, from Gamers to Lawyers and Marketeers to Sportsmen
  37. 37. Above all, Social Media is comprised of multiple platforms including but by no means limited to; Facebook, Twitter, LinkedIn, Ning, Forums, Blogs, YouTube, Vimeo, MetaCafe, Wikipedia, Yelp, Flickr...</li></li></ul><li>What Social Media Isn’t<br /><ul><li>A platform on which all web 2.0 content lives and breathes, it’s an umbrella term for web based conversational technologies
  38. 38. An arena for broadcast of messages
  39. 39. A quick win opportunity which can be turned on an off as needed, it requires attention and a long term view
  40. 40. A stand alone tactic which can support campaigns on its own
  41. 41. A place to hide behind banners and corporate jargon, openness and honesty are key
  42. 42. An experiment which may or may not work
  43. 43. Closed off into locked-down silos, it’s about creating opportunities for conversation and collaboration
  44. 44. A replacement for traditional marketing tactics
  45. 45. Most importantly however, Social Media isn’t something to be afraid of...!</li></li></ul><li>Why Adopt Social Media<br /><ul><li>Social Media has empowered the consumer/buyer to level never before seen, giving them the authority to define your brand/product perceptions online
  46. 46. You no longer control how your reputation is portrayed in the digital space, but you can help to guide it with the correct interactions in social media
  47. 47. Many brands have reaped the rewards of well thought out social media strategies, building their brand advocacy online through focused initiatives and leveraging of technologies
  48. 48. Social media is increasingly becoming a channel used by decision makers to help them identify the correct solution to their problems. In some cases such as I.T. 50% of these decision makers are referring to YouTube for guidance and opinions!
  49. 49. With over 1000 marketing messages bombarding each and every one of us each and every day, traditional techniques need to be adjusted to meet new decision maker processes.</li></ul>“Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin<br />
  50. 50. Trends and Statistics<br />
  51. 51. Platforms, Trends & Statistics<br />78% of the total UK online population now belong a social network<br /><ul><li> 23.9 million users
  52. 52. Twitter 2.7 million users
  53. 53. 8.5 million users
  54. 54. Windows Live profile 6.9 million users
  55. 55. MySpace 6.5 million users</li></li></ul><li>22 hours of video are uploaded to YouTube every minute<br />Source: YouTube ‘10<br />
  56. 56. It would take over 400 years to watch all the videos on YouTube<br />...but you couldn’t keep up even from today!<br />
  57. 57. Social media platforms account for <br />almost 15% of all internet usage time.<br />Source: Cone, Business in Social Media Study Sept ‘08<br />
  58. 58. There are Over 50 Million Tweets Per Day Between the 58 Million Registered Users<br />Tweet<br />Source: Twitter ‘10<br />
  59. 59. 47% of IT professionals watch videos to research technology solutions on YouTube, 25% of C-level executives prefer video over text.<br />1.5million business searches daily on YouTube globally.<br />Source: Tech Target ’09 & Google, Forbes, B2B June 2009<br />
  60. 60. When ‘Search’ is being used for decision making processes, social media content is THE MOST respected and trusted during the early awareness stages.<br />Source: Forrester Social Media Study ‘09<br />
  61. 61. 95% of Social Media users believe a <br />company should have a presence in social media…<br />…and 85% believe they should be there to interact with its customers!<br />Source: Cone, Business in Social Media Study Sept ‘08<br />
  62. 62. Currently, only 33% of businesses have a social media strategy in place. <br />77% of businesses are not yet engaging with their customers via their social media channels!<br />Source: Cone, Business in Social Media Study Sept ‘08<br />
  63. 63. But remember:<br /> Social Media is not a quick fix, <br />is not always the answer and not always appropriate!<br />
  64. 64. Platforms<br />
  65. 65. The Social Media Landscape<br />Image Source: The conversation prism image by Brian Solis & JESS3<br />
  66. 66. Blogs<br />
  67. 67. Micro-Blogs<br />
  68. 68. Forums<br />
  69. 69. Media Sharing<br />
  70. 70. Asset Sharing<br />
  71. 71. Case Studies<br />
  72. 72. The Do’s and Don’ts – Dell Hell<br />Dell Hell – Jeff Jarvis:<br /><ul><li>In 2005, Jeff Jarvis wrote a blog post titled “Dell lies. Dell sucks”
  73. 73. All Jeff wanted to do was warn other consumers by sharing his experience
  74. 74. Scores of people left comments and linked to the blog as he wrote of his ever lengthening saga
  75. 75. Having paid for home service, Jeff was dismayed at having his machine repaired and still not working
  76. 76. Further emails and blog posts went un-noticed by Dell</li></li></ul><li>The Do’s and Don’ts – Dell Hell<br />Dell Hell – Jeff Jarvis:<br /><ul><li>Jeff emailed the US VP and Chief Marketing Officer in a final attempt to resolve this issue
  77. 77. Finally he received a call from Dell offering him a new machine, he declined and asked for a refund and has happily been using Macs ever since!</li></ul>“I told the nice lady that I was in the store right then getting ready to buy an Apple”<br /><br />
  78. 78. The Do’s and Don’ts – Dell Hell<br />The Result:<br /><ul><li>Dell's customer satisfaction rating, market share, and share price in the US all shrank
  79. 79. Dell adopted a new approach, stating that they would contact customers who blog about complaints or issues
  80. 80. Dell have considered the best way to engage with influential bloggers to ensure that brand issues are resolved as early as possible in future.</li></li></ul><li>The Do’s and Don’ts – Ash Airlines<br /><ul><li>Airlines unexpectedly grounded, leaving passengers everywhere stranded
  81. 81. This presented a great opportunity to participate in conversations, informing customers
  82. 82. People collaborated to find solutions to their problems using social network, twitter. However whilst they were collaborating, airlines were ignoring!
  83. 83. Perceived inconvenience soon turned to frustration…
  84. 84. Many airlines adopted social media instantly, leveraging existing channels in the space to act as news feeds for passengers, though many sat by the wayside blissfully unaware or the repercussions
  85. 85. For those not participating and helping, the damage to their brand may be much longer standing than expected!</li></li></ul><li>Approach<br />
  86. 86. Internal Organisational Infrastructure<br />With social media moving so quickly and with issues needing attention as soon as they occur, structure and ownership are of great importance in an organisation.<br />Whether managed internally or outsources, the integrated nature of social media requires individuals from all sides to be involved.<br />Consistency is key here, as is openness:<br /><ul><li> Identify a core individual who acts as the social media advocate for the organization and the primary ‘face’
  87. 87. Copy writing is at the heart of this medium, so make sure literacy is a core attribute
  88. 88. Each discipline within an organization needs to be onboard – Support, Sales, Procurement, PMs….identify a willing rep from those areas.</li></li></ul><li>Social Media Guidelines<br />Your employees are what make up your company, they are the voices and the advocates for what you do. <br />However sometimes illogical or ill thought out actions can lead to brand issues. The best way to avoid such circumstances and to have authority over their activity is to produce detailed social media guidelines.<br />Built with 3 underlying themes, social media guidelines set out to detail what can and can not be said or shared through employees personal social platforms, and how breaches of that code of conduct will be handled.<br />Some of the most respected guidelines are detailed below. These have been used as guides by many companies around the world to construct their code of conduct for social media.<br />Intel -<br />IBM -<br />Coca-Cola -<br />
  89. 89. Theme 1 – Integrity:<br />Integrity is key to the ethical treatment of social media, as indeed it is key to all elements of professionalism. It requires that members are honest and open in their use of social media. <br />Social Media Guidelines<br />The three themes:<br /><ul><li> Integrity</li></ul>Theme 2 – Transparency:<br />Organisations and individuals who do not respect this find themselves criticised for attempting to utilise social media networks without disclosing full intent – and this involvement can backfire spectacularly.<br />Theme 3 – Confidentiality:<br />Material posted using social media should not disclose privileged information. Confidential information should be treated as it is anywhere else online.<br />
  90. 90. Engagement and Partnerships<br />With conversations at the core of social media, partnerships are crucial.<br />Engagement process:<br /><ul><li>Identify individuals and communities which are relevant to you/your campaign/your business
  91. 91. Monitor their activity, how they interact, build a psychological profile of them in your
  92. 92. Don’t restrict yourself to ‘your’ venues if the conversation exists elsewhere
  93. 93. Establish an individual who represents your brand online
  94. 94. Participate in conversations, DO NOT simply broadcast
  95. 95. Don’t be afraid to offer advice and be heard in a discussion
  96. 96. Provide information of use and value to the readership
  97. 97. Build long term conversations, “un-campaign” yourself
  98. 98. Be clear and concise, people don’t want to delve for information
  99. 99. “Un-market” yourself and become a resource for information
  100. 100. Most importantly, be open and honest, don’t hide behind any banners or logos. People talk to people, not brands.</li></li></ul><li>Remember that social media should be accessible and enjoyable for your employees, they represent your organisation. <br />Don’t scare them with the concept of guidelines. They are there to help, not hinder.<br />
  101. 101. Social Media Etiquette and Ethics<br />As with all social and professional relationships, there are some unwritten rules and beliefs:<br /><ul><li>Be open and honest about who you are through your alias, profile and avatar
  102. 102. If you wish to partner with a community member for a project, ask a moderator first for their permission
  103. 103. Partners (voices) should not be remunerated for their activity, this sways the content and becomes worthless, their integrity is as critical as your
  104. 104. Credit where credit’s due!
  105. 105. Balance any broadcast levels with interactive levels, what you have to say matters
  106. 106. Treat others as you’d like to be oldie but a goodie
  107. 107. Do not automate your accounts
  108. 108. Be accountable and have backup for what you say</li></li></ul><li>Applications of Social Media <br />Social media is a very fluid and evolving medium which can be adopted to serve a number of functional areas within the corporate environment:<br /><ul><li>Sales
  109. 109. Procurement
  110. 110. Customer Service
  111. 111. Lead nurturing
  112. 112. Recruitment
  113. 113. Research & Competitor Analysis
  114. 114. Marketing
  115. 115. SEO
  116. 116. Brand Awareness</li></li></ul><li>Metrics and Monitoring<br />Having hopefully created and catalysed conversations online, we need to monitor them. There are many free tools available for doing this, so here are a top 5:<br /><ul><li> Social Mention -
  117. 117. TweetDeck -
  118. 118. Who’s Talkin -
  119. 119. Blog Pulse -
  120. 120. Addictomatic -</li></ul>In addition to these free tools, larger scalable applications also exist on a paid for basis and offer a much greater volume of information and capability to the user. My top three here are:<br /><ul><li> Scout Labs -
  121. 121. Alterian -
  122. 122. Radian 6 -</li></li></ul><li>Metrics and Monitoring<br />Example tool: Social Mention<br />
  123. 123. How is this all Changing the Marketing Model<br /><ul><li>Brand control in a broadcast model no longer defines a brand
  124. 124. Interaction of customers mould and shape a brand/organisation’s shape
  125. 125. Campaigns no longer act in stand alone silos, they’re ongoing – “Un-Campaign”
  126. 126. Conversations need to be nurtured
  127. 127. Marketing messages and campaigns need to have a call to action, but that call to action needs to be conversational
  128. 128. You can’t afford to look on a micro level alone, when the bigger picture is making the headlines
  129. 129. Your employees are you ambassadors 24/7 – 365
  130. 130. Faceless branding leaves little justification for direct collaboration, become human
  131. 131. Respect is earned through helping and sharing, not for SHOUTING
  132. 132. Conversations are happening all the time, campaigns should be aligned to aid/tackle these – “Un-Market”
  133. 133. All functional areas have to work together to manage online issues
  134. 134. Online assets and content are your social currency, open up your knowledge...or your competitors will do it first!!
  135. 135. The time for adoption is now, the shift is happening </li></li></ul><li>Key Takeouts<br /><ul><li>Don’t be afraid to exist within social media, be afraid of not existing
  136. 136. Be open and honest, put a face behind the corporate banner
  137. 137. Be creative and identify assets and campaigns which can drive conversation
  138. 138. Identify core community online and build the social relationship
  139. 139. Don’t wait for a problem to occur before adopting social presences
  140. 140. Be considerate in conversations online, what you say is potentially there to stay
  141. 141. Be respectful of existing relationships, this is no place to be gung-ho
  142. 142. Don’t adopt platforms just because you feel you should
  143. 143. Educate your internal staff members and construct guidelines to remove worry or concern
  144. 144. Above all, enjoy building relationships and participating in relevant never know where they may take you!</li></li></ul><li>Stop <br />Thinking <br />Campaigns…<br />…Start <br />Thinking <br />Conversations!<br />is<br />Because<br />
  145. 145. Thank You<br />Questions:<br />Contact Essential:<br />Sam Rudland – Managing Director<br /><br />Felix Hemsley – Social Media Marketing Manager<br /><br />Check out our Blog<br />Visit our Website<br />Follow us on Twitter<br />