Corporate Relations - Social media presentation

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  • Danielle
  • Bianca In 1995, online communities formed on the World Wide Web such as; Theglobe.com (1995), Geocities (1994) and Tripod.com (1995); these sites were used as a form of social networking and collectively brought individuals together, encouraging interactions through chat rooms, sharing of personal information and ideas, through personal web pages; offering easy-to-use publishing tools and low cost or free web space In 2004, 2005 and 2006 MySpace, LinkedIn and Bebo became a part of the Internet mainstream, to the extent where MySpace received higher online views than that of Google at one point. The largest social networking site from 2004 to date is currently Facebook, created by Mark Zuckerberg. Since the launch of Facebook in 2004 the social media market has continued to grow in both size and power. Twitter was launched in 2006 and quickly became a contender as one of the leading social networking sites. The most recent developments include FourSquare, Instagram, and Pinterest, being available on smart phones as interactive applications encouraging regular photo updates. Social media has become an extremely important online communications tools. It has had a big impact on almost every role within business communication. It is know longer a ‘buzz word’ but now classed as a highly respected strategic communication tool.
  • Christie In 1995, online communities formed on the World Wide Web such as; Theglobe.com (1995), Geocities (1994) and Tripod.com (1995); these sites were used as a form of social networking and collectively brought individuals together, encouraging interactions through chat rooms, sharing of personal information and ideas, through personal web pages; offering easy-to-use publishing tools and low cost or free web space In 2004, 2005 and 2006 MySpace, LinkedIn and Bebo became a part of the Internet mainstream, to the extent where MySpace received higher online views than that of Google at one point. The largest social networking site from 2004 to date is currently Facebook, created by Mark Zuckerberg. Since the launch of Facebook in 2004 the social media market has continued to grow in both size and power. Twitter was launched in 2006 and quickly became a contender as one of the leading social networking sites. The most recent developments include FourSquare, Instagram, and Pinterest, being available on smart phones as interactive applications encouraging regular photo updates. Social media has become an extremely important online communications tools. It has had a big impact on almost every role within business communication. It is know longer a ‘buzz word’ but now classed as a highly respected strategic communication tool.
  • Bianca ‘ The use of communication technology has made their job easier by expediting the circulation of information to reach broader audiences. Social media not only allows public relations practitioners to reach out to and engage their publics in conversation, but also provides an avenue to strengthen media relations.’ (N. Eyrich et al. 2008) Social media is a very effective when it comes to consumer-to-consumer promotion. The most common communication that takes place between consumers are comments, sending messages, rating content, and tagging content in particular categories; the consumers voice is more important then ever before (Chaffey, D et al 2009). ‘They no longer implicitly trust what they are being told and this has major implications for the ways that brands communicate.’ (Brown, R. 2009)
  • Danielle Vargo and Lusch’s (2007) theory of co-creation of value, emphasis the mutual value between the user and the business. Co-creation value is increased when the user is able to personalise their experience, which is reflected in the key feature of social networking. This demonstrates why users take pride and time into creating their own individual online profiles. Paine (2011) suggests that co-creation value is increased when the consumer is able to personalise their experience. Facebook has reflected this theory by the new developments it has made to user profiles. In 2011 Facebook launched its new profile layout, the timeline. ‘Facebook Timeline changes the default profile from a list of your most recent updates to a complete summary of your entire life since birth’ … ‘Users are encouraged to add life events which were not captured by Facebook, particularly those that occurred before the person joined Facebook.’ … Mark Zuckerber (creator of Facebook) has taken fully advantage of the fact he knows that the more the users can personalise, the better their experience is, and undoubtedly we will see changes in all social media sites attempting to make their users experiences as personal as possible.
  • There is a division in social media between companies using it for marketing, and companies using it for customer service and CRM – customer relationship management. If you’re trying to gain customers, your social program is more about content creation, influencer identification, and virality. Sample tactics include writing blog posts, sending promotional tweets, creating and posting videos, and blog commenting. If you’re trying to retain customers, your social program is more about listening, problem resolving, and supporting customers. Brand communities, contests and non-promotional tweeting fit into this area.
  • Christie Strengths Allows companies and brands to learn ore about target audiences easier and more affordably Levels the playing field for brands of every size and industry Provides cost – effective communications in comparison to traditional channels Emphasizes great content, empowering companies to leverage helpful assets to attract fans, follower and friends Harnesses the importance and relevancy of ‘now’ – real-time, immediate communications Delivers a greater reach, with a multiplicative effect of pass along, as compared to other marketing communications channels Opportunities Building brand awareness Making customers service personal with social media Adding events to social media programs Adding social media to product introductions Embracing social media to build your sales pipeline Activating your community
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  • Bianca Censorship and China -In China the use of non-chinese social media is suspended by government censorship - Chinese government implement watchdogs groups to shut down social media publications, they use jail threats to prevent journalist and blogger activists. - In 2011, a social media publication was shut down in China following an online appeal by the Chinese to support revolutions in the Middle East, causing arrests of protesters and the mobilsation of police. -Since 2010 Google has been at battle with China when they prevented 2010 Nobel Peace Prize to the jailed activist, Liu Xiaobo - However, journalists and editors do manage to bypass government laws through creating political humour in blogs and spell Chinese characters phonetically to get their points across - according to the US governement, China has between thirty thousand and fifty thousand Internet monitors to control the news in China.
  • Bianca
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  • Christie The PRs role should include convincing the CEOs to consider the many strengths and opportunities that social media could provides to their organisation, and how they can be used affectively to promote the brand. There are many forms of social media and there are some arguable benefits they supplies to organisations, for example they are extremely easy to set up, they can reach a large market, they can follow and connect to a specific audience and they is free. CEO’s such as Martin Winterkorn (Volkswagen) have used forms of social media in the past to promote the brand and the festival that they were sponsoring. This is a great example of how social media campaigns can be successful towards a brand. Volkswagen hid festival tickets all over a city in Brazil and shared the location with users via a Google map, which was accessible through Twitter. However there was a trick behind accessing the locations, the map would only zoom in to reveal locations depending on the number of people sharing the ‘Hashtag’. (#foxatplanetaterra) therefore the campaign needed a bit following to be successful, which was a risk Volkswagen were willing to take. According to Larkin (2003) a strong reputation is dependent on maintaining successful relationships. It would be beneficial to create a form of communication with an organisation and its consumers, which today could include social media. Ramsay (2010) argues that this will help to promote a sense of respect by acknowledging the public’s views and opinions. Social media also provides a number of opportunities for organisations. Including partnerships with other organisations, engagement and conversation is made inevitable, organisations can build long term or short-term relationships and it is becoming one of the biggest marketing tools. See appendix 1 for tips on how CEO’s should use social media.
  • Christie Improve speech You only have to look at the figures and difference between the number of people that use social networking sites, compared to the readerships of the leading newspapers to see that to neglect social media, you are cutting out a large number of the population.
  • Christie The PR stunt of the month came courtesy of Tropicana, which gave us the Trafalgar Square Sun on January 23. The stunt was described by Tropicana as “a spectacular, first of its kind, public art installation which (we) commissioned”. Explaining the rationale for the stunt, Tropicana added that the sun “reflects our ‘Brighter Mornings’ proposition and brings to life the positivity and optimism that you get from drinking a glass of Tropicana in the morning through an exciting and emotive experience which people can enjoy”. VW: "Fun Theory" This social experiment campaign looked to see if making things more "fun" would influence consumer behavior. This included Volkswagen transforming a Swedish subway staircase into a giant, functioning piano, which resulted in 66% more people choosing the steps rather than an escalator. Created by DDB Stockholm, the campaign was awarded a 2010 Cyber Grand Prix Lion at the Cannes Lions International Advertising Festival.
  • Christie In January 2012, McDonalds launched #McStories which allowed customers to share their favourite McDonalds stories via twitter. McDonalds had intended for their ‘fans’ to Tweet good experiences they had, had in the fast food restaurants, but instead people took to Tweeting mainly bad experiences. For example “ I remember in Kent with @fabrebash 4 years ago he nearly choked on bones in his nuggets. They gave him £2 refund though so was all good.” Another bad example of using social media incorrectly is when Kenneth Cole made a huge mistake when they tried to hijack the #Cairo tag associated with the Egyptian Riots. As Chris Lake mentioned in a post earlier this year, hijacking hash tags is almost always a bad idea. The Lesson here for brands: hijacking is always a bad idea, especially if it has nothing to do with your product. Be careful what you comment on.
  • But the best thing you can do is start networking now, all brands and all industries embrace social so i would recommend making Twitter lists of brands/people/networks that you want to work for, follow them and talk to them now its the best and only way to a job in this industry.
  • 1. Women
  • Surveying 600 adults in the UK this past January (12), the survey revealed that 78% of women were happy to share what brand they preferred, compared to a slightly lower figure of 74% among men.
  • One fifth of Facebook connected users visit Pinterest daily, and Pinterest generates more referral traffic than LinkedIn, Google+ and YouTube combined
  • Anyone These are twitter users we would recommend you follow
  • Corporate Relations - Social media presentation

    1. 1. Corporate Relations Scarlett Engineer, Bianca Fields, Danielle Higgins, Christie Mearns and Erin Mills
    2. 2. Follow the presentation live on our twitter feed… @ LeedsMet_CR All of our research links are available on our twitter page. You can also find a video of our presentation on news feed.
    3. 3. Introduction <ul><li>Social media has become an extremely important online communications tool. </li></ul><ul><li>It is no longer a ‘buzz word’ but now classed as a highly respected strategic communication device </li></ul>
    4. 4. Facebook, Twitter, Blogs Twitter-  175 Million twitter accounts have been opened since 2006 (not all are active) Facebook- 600 Million visit Facebook each month. Half of that amount visit daily Blogs- Estimates around 450 Million (hard to know as there are so many blog sites)
    5. 5. <ul><li>‘ The use of communication technology has made the PR’s job easier by expediting the circulation of information to reach broader audiences. Social media not only allows public relations practitioners to reach out to and engage their publics in conversation, but also provides an avenue to strengthen media relations.’ (N. Eyrich et al. 2008) </li></ul>
    6. 6. Co – creation theory <ul><li>Vargo and Lusch’s (2007) theory of co-creation of value, that emphasises the mutual value between the consumer and the business. </li></ul><ul><li>Paine (2011) suggests that co-creation value is increased when the consumer is able to personalise their experience </li></ul>
    7. 7. Proactive and Reactive approach Is your social media programme about asking, or answering?
    8. 8. <ul><li>So why wouldn’t you use it? </li></ul>
    9. 9. SWOT <ul><li>Strengths </li></ul><ul><li>Allows companies and brands to learn more about target audiences more easily and affordably </li></ul><ul><li>Levels the playing field for brands of every size and industry </li></ul><ul><li>Provides cost effective communication in comparison to traditional channels </li></ul><ul><li>Emphasises great content, empowering companies to leverage helpful assets to attract fans, followers and friends </li></ul><ul><li>Harnesses the importance and relevancy of ‘now’ - Real time, immediate communications </li></ul><ul><li>Delivers a greater reach, with a multiplicative effect of pass along, as compared to other marketing communication channels </li></ul><ul><li>Weaknesses </li></ul><ul><li>You will need to commit resources to managing your social media presence, eg: responding to feedback and producing new content </li></ul><ul><li>It can be difficult to quantify the return on investment and the value of one channel over another </li></ul><ul><li>Ineffective use- for example, using the network to push sales without engaging with customers, or failing to respond to negative feedback (this will damage your reputation) </li></ul><ul><li>Un-personal, Unemotional </li></ul>
    10. 10. SWOT continued … <ul><li>Opportunities </li></ul><ul><li>Building brand awareness </li></ul><ul><li>Making customer service personal with social media </li></ul><ul><li>Adding events to social media programmes </li></ul><ul><li>Adding social media to product introductions </li></ul><ul><li>Embracing social media to build your sales pipeline </li></ul><ul><li>Activate your community </li></ul><ul><li>Threats </li></ul><ul><li>Your company can become a spammer, or be spammed </li></ul><ul><li>Confidential and proprietary information: IF boundaries aren’t set there is a risk of employees disclosing confidential company information </li></ul><ul><li>Competitor and customer information: Employees need to know the companies stance on sharing information about customers, clients, and competitor’s otherwise private information may go public </li></ul><ul><li>Valuable time can be lost with employees spending work hours on social media sites </li></ul><ul><li>More and more people and companies accounts are getting hacked </li></ul><ul><li>The wrong online brand strategy could put you at a viral social disadvantage and may even damage your reputation </li></ul><ul><li>Using social media for marketing and advertising could be more time consuming than companies expect </li></ul>
    11. 11. @LeedsMet_CR Don’t forget to Tweet us your questions !
    12. 12. Personal Privacy One study acknowledged that young individuals are willing to take risks with their profiles People are proven to be more likely to disclose personal information online than face-to-face.
    13. 13. <ul><li>76.3% made their profiles visible only to friends </li></ul><ul><li>100% of participants had their birth dates visible </li></ul><ul><li>64.1% displayed their email address </li></ul><ul><li>54.2% revealed their hometown </li></ul>Taraszow et al’s (2010) study into the relationship between privacy concerns and information disclosure on both Facebook and MySpace “ Majority of Facebook users report having an understanding of privacy settings and make use of their privacy settings, it is apparent, however, that they may have a skewed sense of what that exactly entails.” (Debatin et al 2009)
    14. 14. Corporate Social Media The way the public demand communication is changing ; instant, responsive and direct conversation is how social media has become the optimal tool Trust is becoming less reliant on personal encounters but through ‘Facework Commitments’ it’s becoming an objective character and systemic trust (Giddens 1999)
    15. 15. Corporate Social Media Security 80% of UK companies believe the use of social media delivers significant business returns which outweigh the risks of use, such as data manipulation and loss. “ People are already talking about you…” 20% of Twitter updates are either requests for product info, or responses to brand messages <ul><li>Honesty and authenticity are critical </li></ul><ul><li>to be successful in this space! </li></ul>
    16. 16. Recent Issues http://www.youtube.com/watch?feature=player_embedded&v=KGghlPmebCY March 1, 2012 <ul><li>No opting out option </li></ul><ul><li>Freedom to present separate personal and professional personas </li></ul><ul><li>Modified search engine results </li></ul><ul><li>Allowing a machine to second-guess humans based upon past behavior's </li></ul><ul><li>can only be the start on a lack of choice and public censorship. </li></ul>
    17. 17. Censorship In China
    18. 18. Copycat social media sites
    19. 19. Case Studies
    20. 20. @ LeedsMet_CR
    21. 21. Why CEOs should use social media?
    22. 22. PR Benefits of Social Media for a CEO <ul><li>  · Social media allows companies to engage more interactively with their publics </li></ul><ul><li>Social media is good for familiarising publics with a brand in a more informal and friendly tone, giving the company a brand presence </li></ul><ul><li>Social media generates an opportunity to respond and provide instant feedback, allowing the company to change negative perceptions of the brand or to reinforce positive views </li></ul><ul><li>It’s cost effective if used regularly and appropriately </li></ul>
    23. 23. New Media Vs Old Media Newspaper Circulation The Sun 2,751,219 (January 2012) Daily Mail 2,050,132 The Guardian 226,473 The Daily Telegraph 634,113 The Times 405,113 National daily newspaper circulation January 2012&quot;. The Guardian (UK). 10 February 2012. Retrieved 13 February 2012. Social Networking Site Members Facebook 845 million Twitter Over 400 million (predicted to reach 500 by last Wednesday) LinkedIn 150 million Four Square 15 million
    24. 24. The Good
    25. 25. The BAD
    26. 26. Tips to stay on top <ul><li>Join The Rabbit Agencies mailing list, they were awarded the best social media campaign last year by CIPR and send weekly updates on social media tips – links are on the hand outs </li></ul><ul><li>Start networking now, all brands and all industries embrace social media so we would recommend making Twitter lists of brands/people/networks that you want to work for. Follow them and talk to them now its the best and only way to get a job in this industry </li></ul><ul><li>Twitter list example: https://twitter.com/#!/brideyrae/social-news </li></ul>
    27. 27. Summary <ul><li>Social media is now an extremely important online marketing and communications tool </li></ul><ul><li>Businesses need to be proactive NOT reactive </li></ul><ul><li>Be careful what private information you put online, you may not fully understand privacy settings on certain sites </li></ul><ul><li>Censorship is a developing problem, it may effect how some of our favourite social networking sites work (Twitter) </li></ul><ul><li>PRs need to influence CEO's to get social </li></ul><ul><li>New media has taken over BUT old media still holds value </li></ul>
    28. 28. Social Media Quiz
    29. 29. 02/24/12
    30. 30. Answer: WOMEN
    31. 31. 2. What free discount site is now trying out a VIP membership charging £30 a month?
    32. 32. Answer: Groupon
    33. 33. 3. Which new social networking site has recently over taken LinkedIn?
    34. 34. Answer: Pinterst
    35. 35. 4. What is the average number of Facebook friends?
    36. 36. Answer: 130
    37. 37. 5. What was set up first Facebook or LinkedIn?
    38. 38. Answer: LinkedIn
    39. 39. Twitter Feeds to follow…. @TwitterForNews @LinkedIn @TNWsocialmedia @PRNews @GoodandBadPR @PRexamples @prweekuknews All our recommended feeds are followed by @LeedsMet_CR
    40. 40. Question time

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