Social Media Workshop 1: Understanding Social media LeRoy Hill PhD @leroyh email@example.com
Workshop Agenda• Social media: A definition• Social media timeline• Why companies use social media (what makes social media a different form of marketing?)• Some tips to engage• downside of Social media• Tools of Social media• Best practices: case studies• Increasing presence with search engine optimisation.
What is Social Mediahttp://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @trevoryoung
Social media is…• “web-based and mobile technologies used to turn communication into interactive dialogue.”• “an umbrella term that defines the various interaction, and the construction of words, pictures, videos, and audio.” www.wikipedia.org
Social media is…• a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Kaplan and Haenlein (2010). Photo credit http://bosmol.com/wp-content/uploads/2011/07/2945559128_53078d246b.jpg
In other words• Social Media is used to describe the continuous ubiquitous online conversations using:• Social networking• Blogging• Microblogging• Podcasting• Synchronous chat• Video and audio• Wikis• Social photo and video sharing• And much morePhoto credit http://www.fanpilot.com/blog/wp-content/uploads/2011/08/social_media_clutter1.jpeg
Also understood by values of• Openness• Community• Reciprocity• Conversation• Connectedness• Bottom-up• Sharable• Social
Companies use social media because…• Face to face promo is getting too expensive• More efforts are being made to bring conversation to online communities• Improve their customer appeal or reputation so they follow the crowd• Increase brand awareness• Build engaging relationships
Companies use social media because…Their customers expectthem to.- 93% of social media usersbelieve a company should have apresence in social media. (Cone,Business in Social media Study, September 2008)- 85% of social media usersbelieve that a company should gofurther than just having apresence on social sites andshould also INTERACT with itscustomers. (Cone, Business in Social mediaStudy, September 2008)
Specifically companies use Social mediaTo achieve business objectives:• Advertising• Human Resource• Communication / Collaboration• Personal Branding• Social Activism• Sales• Public Relations• Customer Service• Market Research
Some easy tips to engage• Participation is key so make it easy• Sharing is a fundamental value so make it sharable• Provide incentives to the participants• Entertainment is not a bad thing• Use promotional codes to track discounts• Do something nice for someone in your social media circle, it adds value• Reward those that promote your business (reciprocity)• Your brand your image, protect it, promote it
Some easy tips to engage• Offer something Free or an incentive for your online followers…they keep coming back.
• Since using Facebook I have received 4,761 Likes (4,156 Followers) and 150 Talking Abouts (engaged users). This has greatly enhanced traffic to the site, audience engagement and strengthened relationships with readers. Today, Facebook rivals Google in top traffic referrers to Anguilla-Beaches.com. Since using Twitter I have received 964 Followers (while only Following 78). This has significantly strengthened my ties to the larger travel and tourism industry. For example, ISLANDS Magazine reached out to me through Twitter, asking me to help write a Meads Bay article.
The downside - Warning…its live• Think before you post, click or follow – its public• Washing your dirty laundry via social media could cost you more than the clothes or detergent• Using social media launch an attach on a follower or fan is just plain silly• Mistakes can quickly cascade• The customer has more power - power of the masses.• Social media is NOT the answer to everything.
Twitter anatomyTwitter users have developed short-form syntax to make the most of 140 characters. Here are the fundamentals.• Mention Once youve signed up and chosen a Twitter username, you and others can mention an account in your Tweets by preceding it with the @ symbol, eg: "Glad your shipment arrived @janesmith!"• Retweet When you see a Tweet by another user that you want to share, click Retweet below it to forward it to your followers instantly.• Message If you want to privately Tweet to a particular user whos already following you, start your Tweet with DM or D to direct-message them, eg: "DM @joesmith234 what is your order number?"• Hashtag Users often prepend # to words in their Tweets to categorize them for others eg: "Check out our new products for the Fallhttp://t.co/link2 #fallsale" Think of hashtags as the theme of your Tweet. Users can then click on a hashtag to see other similarly- themed tweets and find yours in search.
Twitter Tips• Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!• Listen. Regularly monitor the comments about your company, brand, and products.• Ask. Ask questions of your followers to glean valuable insights and show that you are listening.• Respond. Respond to compliments and feedback in real time• Reward. Tweet updates about special offers, discounts and time-sensitive deals.• Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.• Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.• Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community? • Source: Twitter.com
Facebook• Over 300 million users.• Exceptional low cost marketing• Consider opening a business fan page. HOW TO: Set Up a Winning Facebook Fan Page
Facebook Fan Page• consider securing your company’s username.• Special rules regarding usernames• if you reserve your company name for your personal account, you won’t be able to use it for your Business Fan Page so you may want to create a Page before registering your company’s name.• You might also want to consider running hyper-local ads on Facebook.
Facebook Fan Pages – Coke STORY• Coke Fan page was started by two regular users• In seven months grew to 3.3 million fans• Facebook changed rules and didn’t allow users to create branded pages• Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists• Let your customers build your products• Be creative – do something unexpected
ActivitySearch for your competitors andevaluate their Facebook presence.What types of Pages have they built?How many fans or “friends” do theyhave? Spend 5 minutes (percompetitor) looking at their posts,photos and/or videos to understandhow they’re using Facebook.
Business Blog- Many hosting and platform options. - Wordpress.com and Posterous.com offers easy approachesA blog takes up a lot of time and resources so plan ahead how you intend to use blog space.
Blogging Tips- Write interesting content that people would enjoy- Integrate your social activity stream into blog. - Facebook and Twitter activity listed on blog- Make it easier for your readers to re-tweet your blog posts. - Install plug-ins like TweetMeme button
Some other tools• Google Alerts –the news sent to you!• RSS feeds – get the content updated on your site• Googledocs – Free online documents, forms, spreadsheets and collaboration• Podcasting – the latest audio and video recordings on your iPod.• Youtube
Case Studies: best practices1. U.S. Chamber of 2. Virgin America Commerce
Search Engine Optimisation Greater presence = Higher rank Greater participation = higher rank• search engine optimization is the process of improving ranking in search engine results. Source wikipedia.org
ACTIVITY– Establish link with a local entity organisation that you would like to sponsor. • Social media plan - campaign • Social media tools • Measuring success -– use only social media to promote an event that you sponsor.
Workshops 2, 3, 4…• Workshop 2 – Social Media marketing and promotion …… March 22, 2012 Workshop 3 - Tweeting: A bird’s eye view ..…. April 5, 2012 Workshop 4 – Facebook and LinkedIn for business ……. May 24, 2012 Workshop 5 – Business blogging ……. June 21, 2012 Workshop 6 – Web analytics ……. July 10, 2012