Social media orientation - 16 June 2011 session


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  • Social media orientation - 16 June 2011 session

    1. 1. Social media Executive summary How (and why) to use social media for B2B companies
    2. 2. Is social media a fad? <ul><li>Social media is the #1 activity on the web </li></ul>
    3. 3. What will be covered <ul><li>How social media tools work together </li></ul><ul><li>Some social media tools </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Tips and ‘unwritten rules’ </li></ul><ul><li>How to manage </li></ul><ul><li>Next steps </li></ul>
    4. 4. How the social media universe works together
    5. 5. Twitter YouTube Facebook Google LinkedIn Website and blog
    6. 6. Social media tools Blogs
    7. 7. Blogs <ul><li>Central part of online marketing </li></ul><ul><li>You add content </li></ul><ul><ul><li>articles, information, ideas, invites, images </li></ul></ul><ul><li>Part of, or beside, website </li></ul><ul><li>Majority post content daily </li></ul>
    8. 8. Traditional blog
    9. 9. Blog to distribute news
    10. 10. Social media tools LinkedIn
    11. 11. LinkedIn <ul><li>Professional social network </li></ul><ul><li>Australia fastest growing region </li></ul><ul><ul><li>2 million users in Australia </li></ul></ul><ul><ul><ul><li>17% workforce </li></ul></ul></ul><ul><ul><li>Most connected industries: </li></ul></ul><ul><ul><ul><li>IT (149,805) </li></ul></ul></ul><ul><ul><ul><li>Financial Services (70,443) </li></ul></ul></ul><ul><ul><ul><li>Accounting (49,479) </li></ul></ul></ul><ul><ul><ul><li>Marketing/Advertising (47,894) </li></ul></ul></ul><ul><ul><li>Most connected Australian companies: </li></ul></ul><ul><ul><ul><li>Telstra (10,868) </li></ul></ul></ul><ul><ul><ul><li>National Australia Bank (8,329) </li></ul></ul></ul><ul><ul><ul><li>Commonwealth Bank of Australia (6,789) </li></ul></ul></ul><ul><ul><ul><li>Westpac (6,483) </li></ul></ul></ul><ul><ul><ul><li>IBM (6,430) </li></ul></ul></ul><ul><ul><li>Top 5 positions – business owner, director, manager, consultant, project manager </li></ul></ul>80% use as primary recruitment tool
    12. 12. LinkedIn advice <ul><li>Complete your profile </li></ul><ul><li>Add a professional pic </li></ul><ul><li>When connecting give context </li></ul><ul><ul><li>How they know you </li></ul></ul><ul><ul><ul><li>Unless they know you very well or immediately after meeting </li></ul></ul></ul><ul><ul><li>If they don’t know you yet why you are inviting </li></ul></ul>
    13. 13. Groups and connections critical
    14. 14. Add value by sharing
    15. 15. Add value by joining and sharing
    16. 16. Answering questions – SME
    17. 17. Social media tools Twitter
    18. 18. Twitter <ul><li>Distribution and sharing tool </li></ul><ul><ul><li>For blogs, online articles etc </li></ul></ul><ul><ul><li>Converse don’t just link to your material </li></ul></ul><ul><ul><li>Maximum 1 in 4 posts linking to your blog </li></ul></ul><ul><li>Viral, spread the word nature </li></ul><ul><ul><li>RTs are powerful and show you are listening </li></ul></ul>
    19. 19. Twitter use <ul><li>140 million tweets sent daily </li></ul><ul><ul><li>On average 1 billion tweets per week </li></ul></ul><ul><li>460,000 new users daily </li></ul><ul><li>83.1% of users over 25 </li></ul><ul><li>Significant use on mobile devices </li></ul><ul><ul><li>Increased 182% over the last year </li></ul></ul>
    20. 20. Twitter advice <ul><li>Complete your profile and add a pic </li></ul><ul><ul><li>People judge whether to follow you based on this and your last few tweets </li></ul></ul><ul><li>Only add a few people at first </li></ul><ul><ul><li>Tweet first then add people you don’t know </li></ul></ul><ul><ul><li>Don’t DM people ‘thanks for following’ </li></ul></ul><ul><ul><li>Search for people by: </li></ul></ul><ul><ul><ul><li>Name </li></ul></ul></ul><ul><ul><ul><li>Company </li></ul></ul></ul><ul><ul><ul><li>Interest/key words </li></ul></ul></ul><ul><ul><li>Block spammers </li></ul></ul>
    21. 21. Get with it <ul><li>Hashtags are key words you put # in front of </li></ul><ul><ul><li>Eg #event name, #FF means Follow Friday (recommendations for others follow) </li></ul></ul><ul><ul><li># makes the word searchable </li></ul></ul><ul><li>The conversation moves quickly – keep up </li></ul><ul><ul><li>But like traditional media bad news sticks </li></ul></ul><ul><ul><ul><li>Be polite, take conversations offline or DM </li></ul></ul></ul><ul><ul><li>This isn’t the medium for personal committed conversations </li></ul></ul><ul><ul><ul><li>‘ Silly’ chit-chat won’t encourage followers to stay </li></ul></ul></ul><ul><li>Mix business and pleasure </li></ul><ul><ul><li>Be mindful of your audience and reputation </li></ul></ul>
    22. 23. Social media tools YouTube
    23. 24. YouTube <ul><li>Every minute, more than 35 hours of video is uploaded </li></ul><ul><ul><li>Business promotional videos, education, product consumption/direction videos and client testimonials </li></ul></ul><ul><ul><li>Link back to your website </li></ul></ul><ul><ul><li>Use in presentations </li></ul></ul><ul><li>Over 1 billion subscribers </li></ul><ul><ul><li>as at November 2010 </li></ul></ul><ul><ul><li>51% go weekly or more </li></ul></ul><ul><li>Second largest search engine in the world today </li></ul>
    24. 25. Social media tools Facebook
    25. 26. Facebook <ul><li>Would be 3 rd largest country </li></ul><ul><ul><li>One third of Australia is on Facebook </li></ul></ul><ul><li>More than 5 billion minutes spent on Facebook each day </li></ul><ul><ul><li>March 2010 overtook Google to become most visited website in US </li></ul></ul><ul><ul><li>More than 500 million active users </li></ul></ul><ul><ul><li>120 million log on at least once a day </li></ul></ul><ul><li>35 years + is fastest growing demographic </li></ul><ul><ul><li>Fastest growing segment 55-65 year old females </li></ul></ul>
    26. 27. Groups & fan pages
    27. 28. Facebook & YouTube combined
    28. 29. Tips and ‘unwritten rules’
    29. 30. Tips and ‘rules’ <ul><li>Research targets and outlets & know when & when not to engage </li></ul><ul><ul><li>Why are you doing this? </li></ul></ul><ul><ul><ul><li>Environment for sales </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>Attract (and retain) staff </li></ul></ul></ul><ul><li>Listen first, then speak </li></ul><ul><ul><li>Understand the dynamics of the ‘environment’ before participating </li></ul></ul><ul><ul><li>What are people saying, how & where </li></ul></ul><ul><ul><li>Remember your manners </li></ul></ul><ul><li>Monitor social media on your company and competition </li></ul>
    30. 31. Identify spokespeople <ul><li>Identify ‘spokespeople’ to manage corporate accounts </li></ul><ul><ul><li>Like traditional media </li></ul></ul><ul><ul><li>Image of company reflected in discussions </li></ul></ul><ul><ul><li>Too many voices can be confusing – limit access </li></ul></ul><ul><li>Social media turns everyone into a company representative </li></ul><ul><ul><li>Provide guidelines for conduct </li></ul></ul><ul><ul><li>A policy is vital </li></ul></ul>
    31. 32. Policy considerations
    32. 33. Set priorities and goals <ul><li>Don’t try to do everything </li></ul><ul><ul><li>Assess what does & doesn’t matter to your target audiences </li></ul></ul><ul><ul><ul><li>Keep re-assessing – things change quickly </li></ul></ul></ul><ul><li>Don’t dabble </li></ul><ul><ul><li>Results take time – don’t be a quitter </li></ul></ul><ul><ul><li>Engage – don’t just promote </li></ul></ul><ul><ul><li>Share resources </li></ul></ul><ul><ul><ul><li>Articles of interest, blogs, RTs </li></ul></ul></ul><ul><ul><ul><li>Value is what grows your audience the right way </li></ul></ul></ul><ul><ul><ul><li>Consistent frequency </li></ul></ul></ul>
    33. 34. Quality not quantity <ul><li>Reach the right people </li></ul><ul><ul><li>Not the most people </li></ul></ul><ul><li>People will recognise the value provided and want to listen </li></ul><ul><li>Evaluate the impact </li></ul><ul><ul><li>Tools to track clicks on links </li></ul></ul><ul><ul><li>Comments and discussions </li></ul></ul><ul><ul><li>RTs </li></ul></ul><ul><ul><li>Monitor conversations </li></ul></ul>
    34. 35. Tools and tips How to manage
    35. 36. How to manage <ul><li>You are already involved </li></ul><ul><ul><li>Customers, prospects, competitors and employees </li></ul></ul><ul><li>Monitor and train team on an ongoing basis </li></ul>
    36. 37. Tools <ul><li>TweetDeck </li></ul><ul><ul><li>Manages multiple accounts </li></ul></ul><ul><ul><li>Easy to track topics or searches </li></ul></ul><ul><ul><li>A 2 nd screen makes this easier to monitor and less disruptive </li></ul></ul>
    37. 38. Tools <ul><li>Measure click throughs via link shortener </li></ul><ul><li> </li></ul>
    38. 39. Monitoring
    39. 40. Tools <ul><li>Connect to your lead generation system </li></ul><ul><li>‘ Locked down’ further info to collect details </li></ul>
    40. 41. Now what? <ul><li>Understand the context </li></ul><ul><ul><li>Social media is one part of your marketing and communications program </li></ul></ul><ul><ul><ul><li>Not a stand alone program/strategy </li></ul></ul></ul><ul><ul><li>All elements add together to give momentum </li></ul></ul><ul><li>Get started and maintain focus </li></ul><ul><ul><li>If nothing else use LinkedIn </li></ul></ul><ul><ul><ul><li>Opportunity to stay connected to your network and add value </li></ul></ul></ul>
    41. 42. Connect <ul><li>LinkedIn </li></ul><ul><ul><li>http://au. linkedin .com/in/ elizabethmarchant </li></ul></ul><ul><ul><li>LinkedIn group for further discussion </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li> LizMarchantSyd </li></ul></ul><ul><ul><li> OutsourceSydney </li></ul></ul><ul><ul><li> RecognitionPR </li></ul></ul>