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Social media-an introduction (long version)

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Social media-an introduction (long version)

  1. 1. SOCIAL MEDIA<br />http://marketingassassin.files.wordpress.com/2009/09/social-media.jpg<br />
  2. 2. http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg<br />
  3. 3. Agenda<br /><ul><li> Overview
  4. 4. Power of Social Media
  5. 5. Twitter
  6. 6. Facebook
  7. 7. YouTube
  8. 8. LinkedIn
  9. 9. REACH
  10. 10. How to get engaged
  11. 11. ecentre case study</li></li></ul><li>
  12. 12. Social media is like dog food. Bite-sized chunks over time.<br />
  13. 13. Media disseminated through<br />social interactions - Wikipedia<br />
  14. 14. Web2.0 :<br />open content, open access, adaptive and constantly changing<br />Two sided communication,Many-to-many, speaking and listening<br />
  15. 15. Social media<br />yes or no?<br />
  16. 16. Why should you have a social media strategy?<br />
  17. 17. Power of Social Media - Gen Y<br />18%<br />50%<br />http://www.thomastalkstech.com/images/geny1.jpg<br />
  18. 18. Power of Social Media- Worldwide<br /> China<br /> India<br /> United States<br /> Indonesia<br />
  19. 19. Power of Social Media- New Zealand<br />
  20. 20. “<br /> If they are saying nothing about you, you are not even in the game. If people say you stink, at least you are in the conversation and you can turn it around.” <br />Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.<br />
  21. 21.
  22. 22. United Airlines breaks guitars<br />
  23. 23. Opportunities<br />
  24. 24. What does conversation do ?<br />
  25. 25. Builds brand awareness<br />
  26. 26. Increases visibility<br />
  27. 27. Expands communities<br />
  28. 28. Generates interest<br />
  29. 29. Improves search engine ranking<br />
  30. 30. Social media<br />yes or no?<br />
  31. 31. Overview of social media sites<br />
  32. 32.
  33. 33. Overview of social media sites<br />
  34. 34.
  35. 35. <ul><li> Customer service
  36. 36. Specials/Deals
  37. 37. Promotions
  38. 38. News </li></li></ul><li><ul><li> Fan pages
  39. 39. Contests
  40. 40. Specials/Deals
  41. 41. Games
  42. 42. Polls
  43. 43. Promotions
  44. 44. Application</li></li></ul><li>
  45. 45. Professional networking, News, Company information, Recruitment, Company statistics <br />
  46. 46. New features, Ads, Events, Education <br />
  47. 47. Things to consider<br />R<br />eal cost<br />valuation & Measurement<br />lignment<br />onsistency<br />onesty & Transparency<br />E<br />A<br />C<br />H<br />
  48. 48. How to get engaged?<br />
  49. 49. Level of engagement<br />
  50. 50. Define your customer<br />(Example for ecentre social media client)<br />My ideal customer is called John and he:<br /><ul><li> Is 35 years old
  51. 51. Has family
  52. 52. Lives on the North Shore
  53. 53. Is an Entrepreneurs/CEO/business owner of small - medium company
  54. 54. Is Educated, open to new ideas/trends,
  55. 55. Finds his business an inspiration
  56. 56. Finds SM confusing but wants to engage
  57. 57. Is Time-scarce
  58. 58. Has personal facebook page
  59. 59. Has enough resources to pay for service</li></li></ul><li>3. Where are your customers? <br />Scan SM sites and web<br /><ul><li>Facebook
  60. 60. Google alerts
  61. 61. Twingly/skyrocket
  62. 62. Twitter (advanced search)</li></ul>http://public.agent16.com/tumblr/imgs/books/whereareyou.jpg<br />
  63. 63. 4. Develop a strategy<br />One page<br />Evolving<br />Alignment<br />Consistency<br />Social Media Policy<br />http://barbaraevans.files.wordpress.com/2009/12/strategy.jpg<br />
  64. 64. 5. Start listening<br />Monitor your own and competitors’ Social Media presence<br />http://myesllab.files.wordpress.com/2009/10/active_listening.jp<br />
  65. 65. 6. Build trust<br />People buy anything<br />if they trust you.<br />http://static.pyzam.com/img/funnypics/f/trust.jpg<br />
  66. 66. 7. Start reaching out<br /><ul><li> Target influencers
  67. 67. Create group of alliances
  68. 68. Create valuable content</li></ul>http://www.photographycorner.com/galleries/data/500/Reaching-Out.jpg<br />
  69. 69. case study<br />Objectives: Raise brand awareness, engage with stakeholders<br />Time invested: 60min/day<br /><ul><li> Results:
  70. 70. Twitter (1st Nov): 148 followers
  71. 71. Facebook (Jan): 76 fans
  72. 72. Referrals to website
  73. 73. News
  74. 74. Job facilitation
  75. 75. Made valuable connections
  76. 76. Market research
  77. 77. Urgent requests</li></li></ul><li>Learnings:<br />Do background checks before engaging<br />Choose tone carefully<br />Links to blog (website)<br />Use analytics tool<br />Every industry and every business is different<br />Long-term strategy<br />Experimental <br /> case study<br />
  78. 78. Social Media yes or no?<br />REACH<br />
  79. 79. n<br />http://thenextweb.com/wp-content/uploads/2009/07/social_media_dirty.jpg<br />
  80. 80. What are you going to do tomorrow?<br />
  81. 81. Website<br />Sabrina.nagel@ecentre.org.nz<br />http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg<br />
  82. 82.
  83. 83. Additional information<br />
  84. 84. Tools<br />Hootsuite – Managing most common social media sites<br /> http://hootsuite.com/<br />Tweetdeck - better mobile application<br /> http://www.tweetdeck.com/<br />Spredfast – Social media campaign management<br />http://spredfast.com/<br />Tweetbeep– set up alerts<br /> http://tweetbeep.com/<br />Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com/<br /> http://www.twingly.com/<br />http://farm1.static.flickr.com/19/100043823_a730ba854b.jpg<br />
  85. 85. Excerpt: Study by Burson- Marsteller of 100 Fortune Global 500 companies<br />
  86. 86. - Terminology<br />Following: People you choose to follow<br />Followers: People who follow you<br />Tweets: the comments posted on twitter<br />RT (Retweet): Forwarding of a tweet to your followers<br />@reply: Your reply to a comment on twitter<br />DM (direct message): only possible if the person follows you as well<br />#: used to categorise tweets e.g. #americanidol<br />Lists: used to categorise people you follow<br />
  87. 87. Profiles<br />Pages<br />Groups<br />Applications<br />Advertising<br />

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