Effective Use of Social Media in Business


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A presentation providing some thoughts on how business might gently take up the social media opportunity

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  • Manchester based recruitment company specialising in all aspects of Digital Technology & Web Development, Social Media & Online Marketing   Offices in Leeds, London & Bristol   Specialist trained consultants with an in depth knowledge of the technologies we work in   Regular supporters of Digital events, our consultants also have a genuine interest the technologies and industry sectors we cover   Large database of live candidates regularly contacted & updated   Huge network of technology & online professionals   Active users of social media including Twitter: @TimTheGuest or @QuanticaTech   Focused on providing extra services to our clients including educational events, Web Casts etc   Genuinely different to our competition in the way we like to do business, we’re more focused on building lasting relationships rather than making a quick fee
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  • Its difficult to start a conversation in an empty room. Find where the people are
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  • Effective Use of Social Media in Business

    1. 1. Effective Use of Social Media in Business <ul><li>Thursday 9 th December 2010 </li></ul>
    2. 2. Expert Course? <ul><ul><li>This isn’t it. </li></ul></ul>
    3. 3. Who are We?
    4. 4. PushON <ul><ul><li>PushON are an award winning online marketing agency based in Manchester. We have a team of 14 with expertise in: </li></ul></ul><ul><ul><li>SEO and Social Media friendly website development </li></ul></ul><ul><ul><li>Search Engine Optimisation SEO) </li></ul></ul><ul><ul><li>Pay per Click (PPC) </li></ul></ul><ul><ul><li>Data Analysis </li></ul></ul><ul><ul><li>And, of course Social Media </li></ul></ul><ul><ul><li>Contacts via: </li></ul></ul><ul><ul><li>Twitter: @psychobel </li></ul></ul><ul><ul><li>@pushonltd </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Mobile +44 (0)7900 224 764 </li></ul></ul><ul><ul><li>Blog: http://blog.pushon.co.uk </li></ul></ul><ul><ul><li>Web: www.pushon.co.uk </li></ul></ul>
    5. 5. PushON: Clients
    6. 6. PushON: Clients
    7. 7. Quantica <ul><ul><li>Manchester based recruitment company </li></ul></ul><ul><ul><li>Digital Technology </li></ul></ul><ul><ul><li>Web Development </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Online Marketing </li></ul></ul><ul><ul><li>Offices in Leeds, London and Bristol </li></ul></ul><ul><ul><li>Speak to Tim Guest </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@TimTheGuest </li></ul></ul>
    8. 8. Social Media for today is.. <ul><ul><li>We’ll be taking questions on the hashtag </li></ul></ul><ul><ul><li>#omgiusm </li></ul></ul><ul><ul><li>(Oh my God, I’m using social media) </li></ul></ul><ul><ul><li>If you aren’t using Twitter, you can track the conversation here: </li></ul></ul><ul><ul><li>http://www.twazzup.com </li></ul></ul><ul><ul><li>Those who are, please make a tweet </li></ul></ul>
    9. 9. 1. What is Social Media?
    10. 10. Definition <ul><li>Social media  are  media  for  social interaction , using highly accessible and scalable  publishing  techniques. Social media uses  web-based technologies  to turn communication into interactive dialogues </li></ul><ul><li>(From Wikipedia a social media application) </li></ul>
    11. 11. It’s not just… Though Facebook has a population only exceeded by India and China
    12. 12. Social Media Landscape
    13. 13. Where do I start?
    14. 14. First Steps <ul><li>Get involved </li></ul><ul><li>Dabble </li></ul><ul><li>Listen </li></ul><ul><li>Contribute </li></ul>
    15. 15. The Conversation
    16. 16. Etiquette
    17. 17. 2. Getting the Business Ready
    18. 18. Planning <ul><ul><li>What do you want to achieve? </li></ul></ul><ul><ul><li>Why do you want to achieve it? </li></ul></ul><ul><ul><li>What resources do you have available? </li></ul></ul><ul><ul><li>Who will do it? </li></ul></ul><ul><ul><li>When will they do it? </li></ul></ul><ul><ul><li>Where will they do it? </li></ul></ul><ul><ul><li>What is the policy? </li></ul></ul>
    19. 19. Legals <ul><li>The law doesn’t always know what to do with social media. </li></ul><ul><li>Your lawyer may not understand the issues implicit in social media </li></ul><ul><li>Act with the care you would in the “real world” </li></ul><ul><li>Don’t Tweet in haste </li></ul>
    20. 20. The Value Exchange <ul><li>What will you give people in return for their attention? </li></ul><ul><li>Your attention! </li></ul><ul><li>Information </li></ul><ul><li>Service </li></ul><ul><li>Help </li></ul>
    21. 21. Social Media Policy <ul><li>Be Open, Honest and Accountable </li></ul><ul><li>Say that’s what you will do, openly </li></ul><ul><li>Say the same thing internally and provide training </li></ul><ul><li>Provide escalation paths </li></ul><ul><li>Empower participants </li></ul>
    22. 22. The Social Media Process
    23. 23. Getting Started: Blogging
    24. 24. Some Blogging Strategies <ul><li>Its not about “Look what I did!” </li></ul><ul><li>Share knowledge </li></ul><ul><li>Acknowledge others </li></ul><ul><li>Encourage engagement </li></ul><ul><li>Guest posting </li></ul><ul><li>Remember SEO </li></ul>
    25. 25. Getting Started: Microblogging
    26. 26. Microblogging <ul><li>Build a community </li></ul><ul><li>Talk “with” not “at” </li></ul><ul><li>Be clear about the purpose of your feed </li></ul><ul><li>Be regular </li></ul><ul><li>Make it easy to access </li></ul><ul><li>Re-tweet </li></ul><ul><li>Don’t drink and Tweet!! (On the works account, at least) </li></ul>
    27. 27. Getting Started: Linkedin The Business Social Network Aggregate Other Content Build a company profile Get recommendations Join in Create a meaningful group (if needed) Respond and support Work it
    28. 28. 3. Measurement
    29. 29. Measurement <ul><li>It depends what your goals are </li></ul><ul><li>Sales? </li></ul><ul><li>Website visits? </li></ul><ul><li>Dwell time? </li></ul><ul><li>Brand mentions? </li></ul><ul><li>Sentiment? </li></ul><ul><li>Share of Voice? </li></ul>
    30. 30. Measurement Tools
    31. 31. 3. Case Studies
    32. 32. 30 Beats
    33. 33. 30 Beats: KPIs <ul><li>Several key performance indicators were identified for this campaign: </li></ul><ul><li>Traffic to the website </li></ul><ul><li>Time on the website </li></ul><ul><li>Mentions of the website </li></ul><ul><li>Engagement via Social Media </li></ul><ul><li>Engagement with Key influencers </li></ul>
    34. 34. 30 Beats: Results : On-site <ul><li>In terms of website traffic, the following results were achieved: </li></ul><ul><li>24419 Visits </li></ul><ul><li>13968 unique visitors </li></ul><ul><li>147332 pages served </li></ul><ul><li>Average 5.9 pages per visit </li></ul><ul><li>5:41 average time on site </li></ul><ul><li>34.26% bounce rate </li></ul>
    35. 35. 30 Beats: Results: Off-site <ul><li>2496 people ultimately registered to vote </li></ul><ul><li>Over 15,500 votes received </li></ul><ul><li>806 comments submitted </li></ul><ul><li>Detected 561 back-links from other websites (accessed 01/03/2010). </li></ul><ul><li>1,120 results for the search term “30 beats Hyundai” (01/03/2010). </li></ul><ul><li>There were 30 videos on YouTube </li></ul><ul><li>100 views, up to as many 4,600 views. Many of the videos also generated commentary. </li></ul><ul><li>A key takeaway for Hyundai was when Steve Fowler, the editor of “What Car” magazine tweeted about his favourite track, which was by Nikki French. Nikki, boosted by the endorsement, went on to win the competition. He has also been invited to perform at the What Car awards, generating yet more positive brand coverage for Hyundai. </li></ul>
    36. 36. Old Spice Guy http://www.youtube.com/user/OldSpice