Why Social Media?

762 views

Published on

Presentation to Hawaii Chamber of Commerce members in preparation of a hand's on bootcamp style training. Social media empowers businesses today in a whole new way, this presentation tells the story.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
762
On SlideShare
0
From Embeds
0
Number of Embeds
162
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • Ultimately, social media is returning us to the days where we knew our customers. We know their favorite products, items. We know what they want. Social media is about connecting. By using social media to empower your knowledge about your audience you can make better choices in your business. The two-way nature of SM is extremely valuable. It isn’t an advertising medium, its a conversation. But it is an investment in your business in the same way traditional advertising is. SM now accounts for 22% of time spent online (overtaking porn) - we’re desperate to connect.\n
  • Why don’t you spend more time on this? It takes too much time. Right. And yet, you know this time is inherently valuable. You walk away from a dinner and pau hana with a client or a customer or a business partner knowing it was time well spent. You have new ideas. You have fresh insight. You hear things you wouldn’t hear otherwise. But you just can’t do it with every single person. There are people in the social space that influence others. There are people out there who like your products and talk about them. \n
  • Digital media is empowering - anyone with a website can track a whole host of things with GA. You no longer need a huge budget to reach your community, to create an audience. Social media is a democratization of marketing. Customers feel empowered too and they WANT to have conversations with you. \n
  • It isn’t just young kids using social media. The average Twitter user is 39 years old, Facebook average is 38 years old. There are other benefits too. Google is now incorporating your friend’s sharing into their search results to make searches more relevant. It will not be enough to simply do SEO, businesses will want to have more people, and people with large networks talking about them and sharing their information. \n
  • It used to be all we knew about users was this. The traditional demographics. \n
  • The key to understanding people is understanding what their passionate about. Understanding whats important your advocates and customers. Aspirational views of selves too. We can find creative ways to seek common ground. \n
  • In 2010 Suburu spent millions of dollars to understand that its most ardent customers also have dogs. In fact, almost 1/2 of their customers have dogs. They’ve used this research to tap into their fans passions. You can now find out more about your customers and potential customers than ever before. Social Media empowers businesses in a whole new way. \n
  • Scaling this kind of connection is possible, for fractions of the cost of traditional media. Its expense is time, but as you would budget for other marketing expenses, so you budget for this time. This is a small slice of reach within about an hour 1/2 time. Its not how many people, its who and what they say. Without ever leaving your office or buying an expensive meal, you can now talk to colleagues, customers, anyone you’d like in real time. And what kind of insight would you get if there were more of you? What could happen if you empowered your employees to use social media to listen to conversations. Today, social media allows you to connect with thousands of people in a personal way. Its networking on steroids. You have power of amplification that you’ve never had before. \n
  • Scaling this kind of connection is possible, for fractions of the cost of traditional media. Its expense is time, but as you would budget for other marketing expenses, so you budget for this time. This is a small slice of reach within about an hour 1/2 time. Its not how many people, its who and what they say. Without ever leaving your office or buying an expensive meal, you can now talk to colleagues, customers, anyone you’d like in real time. And what kind of insight would you get if there were more of you? What could happen if you empowered your employees to use social media to listen to conversations. Today, social media allows you to connect with thousands of people in a personal way. Its networking on steroids. You have power of amplification that you’ve never had before. \n
  • According to the Edelman Trust Barometer, trust in businesses is falling. This is how people answered the question “How much you trust the institution to do what is right (1-9 scale) We have to work harder to gain the trust of our current and potential customers. Which means we have to pay special attention to how we create relationships with them. Not only do we need to increase frequency of messaging to 3-5X before a customer believes the message...but we have to incorporate different methodologies. And because of this decrease in trust, people are turning more to peer recommendations.\n
  • According to the Edelman Trust Barometer, trust in businesses is falling. This is how people answered the question “How much you trust the institution to do what is right (1-9 scale) We have to work harder to gain the trust of our current and potential customers. Which means we have to pay special attention to how we create relationships with them. Not only do we need to increase frequency of messaging to 3-5X before a customer believes the message...but we have to incorporate different methodologies. And because of this decrease in trust, people are turning more to peer recommendations.\n
  • Authority in the corporate world no longer equates to authority to the consumer. Notice the increases in trust among a regular employee and a person like yourself. The regular employee has a place in social media - the CEO may not. But the CEO must empower and create opportunities, structure for the employee to have a real and transparent voice when speaking for the company. \n
  • What we’re seeing here is the impact on corporate citizenship correlating to increased trust. Notice the disparity to what creates trust from the public’s perception vs. what businesses are doing well now. What’s the number one trust builder: LISTENS, right next to high quality products and services. How do you showcase your high quality services and listen? Social Media is one of the answers. We build trust in a couple of ways...\n
  • What we’re seeing here is the impact on corporate citizenship correlating to increased trust. Notice the disparity to what creates trust from the public’s perception vs. what businesses are doing well now. What’s the number one trust builder: LISTENS, right next to high quality products and services. How do you showcase your high quality services and listen? Social Media is one of the answers. We build trust in a couple of ways...\n
  • What we’re seeing here is the impact on corporate citizenship correlating to increased trust. Notice the disparity to what creates trust from the public’s perception vs. what businesses are doing well now. What’s the number one trust builder: LISTENS, right next to high quality products and services. How do you showcase your high quality services and listen? Social Media is one of the answers. We build trust in a couple of ways...\n
  • Building trust also comes from listening. Customers say that’s what they want businesses to really do. That’s why review sites are so popular. But you can remove the middle man to some degree. Your customers are talking..about what’s important to them. If you listen...you can find your common ground. This means our world is no longer a “build it they will come” world. My Dad told me something that’s never left me: he said no one ever learned a thing by talking. Let’s think about that for a minute. \n
  • \n
  • \n
  • \n
  • \n
  • There is still time to stand out by paying attention to complaints and comments. 1/2 of success is showing up, the other 1/2 is caring. Respond. As quickly as you can. Thank them for feedback. \n
  • Listen more than you talk. Don’t be promotional - be conversational. Find common ground. Be interesting. Think of your corporate social media presence as a cocktail party with your business associates. The more you listen, the more you’ll know what’s important to your customers. \n
  • \n
  • Ready to get started? Just like in the Main Street Days, customers want: Real people. True stories. Transparency. Real people can be your customers, your employees. Employee advocates will play an increasingly important role in social media. These are the people who are excited about your company and brand, not just because they work there, but b/c they have themselves “drank the kool aid”. True stories give your customers insight into your business, what’s important to the culture, the employees and how you support your customers passions. Transparency is perhaps the most challenging for traditional businesses. But for small & medium biz its easier: make the inside consistent with the outside. \n
  • \n
  • Why Social Media?

    1. 1. Welcome Chamber of Commerce Hawaii Members Social Media: What’s Old is New Again
    2. 2. Social Media Is About People
    3. 3. How much timedo youspend on this?
    4. 4. Why would you miss the You wouldn’t think of abusiness benefits of these? business without these “We don’t have a choice onwhether we DO social media, thequestion is how well we do it. “ -Erik Qualman
    5. 5. Social supports searchSocial increases peerrecognitionSocial is trackableSocial has highercredibility
    6. 6. We used to know this.... or what media outlets wanted us to know
    7. 7. Loves Farmers Markets Reads Only Not just who Ebooks they are... Travels inter- island 3-4X per Diving Posts online Travels to reviews at least the mainland 1X/week 3-4X/year Likes shoes.Drinks wine. A lot.A lot of wine. Has a Jack Russell Terrier Auntie World Traveler Loves sushi Wanna-be But who they want to be...
    8. 8. What charities you supportWhat kinds of ads attractyour most likely customersHow you can engage youraudience and turn them intofans
    9. 9. But what if you could scale this invaluable insight?
    10. 10. But what if you could scale this invaluable insight?
    11. 11. Trust in businesses isfalling
    12. 12. But, you can dosomething aboutYOUR company’slevel of trust.
    13. 13. Building trust ispossible throughsocial media
    14. 14. Building trust ispossible throughsocial mediaIncorporate social mediawith regular employees(and proper training)
    15. 15. Building trust ispossible throughsocial mediaIncorporate social mediawith regular employees(and proper training)Work with “influencers”in your community.
    16. 16. Building trust ispossible throughsocial mediaIncorporate social mediawith regular employees(and proper training)Work with “influencers”in your community.Develop ways toimplement and respondto customer feedback
    17. 17. We no longer only... We can ALSO...
    18. 18. We no longer only... We can ALSO...
    19. 19. Now we knowWhereWho“90% of consume rs t r us t pee r re comme ndat ions”
    20. 20. Now we know WhereWhereWho“90% of consume rs t r us t pee r re comme ndat ions”
    21. 21. Now we know WhereWhere WhoWho“90% of consume rs t r us t pee r re comme ndat ions”
    22. 22. Now we know WhereWhere WhoWho Why“90% of consume rs t r us t pee r re comme ndat ions”
    23. 23. What will you hear if you listen?Competitor Mentions Product Mentions Brand Mentions
    24. 24. You CAN turncomplainers intoadvocates.RespondBe humble & thank themBe realBe ready with a solution
    25. 25. Everything you need to know aboutsocial media• Be friendly• Respond to negative feedback• Be conversational• Ask questions• Be thankful• Ask nicelyyou learned in kindergarten
    26. 26. What’s the ROI in Nothing?The benefit to ignoringcustomers?The benefit to lessfeedback?The benefit to nottrying?
    27. 27. Find internal advocatesStand for somethingCelebrate with yourcommunityTrust in your communityMarketing is everyone’s job
    28. 28. Tara Coomans, Head Brainstormer Akamai MarketingPresident, Social Media Club, Hawaii Chapter Author, Akamai-Marketing.comROI and Analytics local Thought-LeaderProprietary ROI Model

    ×