Why bother?37 million Britons spend time online each month.1 in 3 of them have one or more active social network profiles
What makes media social?• Web 1.0 vs Web 2.0• Reading vs Contributing• Companies vs Communities• Push vs Pull• Advertising vs Word of mouth• Taxonomy vs Folksonomy• Owning vs Sharing
Aims:• Engage a wider audience• Secure long-term relationships with that audience (increasing profit per customer)• Increase word of mouth recommendations• Regularly communicate clear and consistent messages• Expand the range of tools available to promote your business• Use measurement and evaluation to ensure maximum return on investment
Social Media:Choosing the right tools for your business
Which tools are mostappropriate for your business?• Increased traffic• Raised brand awareness• Return on investment• Warm leads• More conversions• Data collection
What? Social network based on micro-blogs of 140 characters.How? Users send and read messages known as tweets via the Twitterwebsite, SMS or external applications. Messages are displayed on theauthor’s profile page and delivered to their followers. By default they can beaccessed by all other Twitter users.Who? 75 million twitter accounts, 19 million of which are activeBenefits? Distribute promotions such as vouchers and incentivesacross the network; test ideas and gain feedback; monitor yourbrand; conduct market research; use as a customer service tool;promote your other communications channels; allow customersimmediate access to your business; build your networks of suppliers,affiliates, complementary businesses
What? Social network. Multimedia option for SMEs who are keen to explorevideo, audio, pictures, text and blog functionality on one platform.How? Users create personal profiles to notify friends and fans aboutthemselves. Additionally, users can join networks and groups organised by city,workplace, school, and region. Businesses can create fan pages to promoteevents, competitions, share news, host discussions, and build a brand buzz.Who? 500 million users sharing 30 billion pieces of content (web links, newsstories, blog posts, notes, photo albums, etc) each month.Benefits? Networking platform for key personnel; recruitment; accessaffiliate groups; brand visibility; build interactive customer relationships;promote company activities/promotions; online advertising
What? A video sharing website on which users can upload and sharevideos.How? Unregistered users can watch the videos, while registered users arepermitted to upload an unlimited number of videos.Who? Fourth most visited website after Google, Yahoo and Facebook.Benefits? Host corporate videos for free; upload executivepresentations; occupy expert space; share information; training andproduct demonstration; help videos; provide access to limited orexclusive events.
What? A professional networking siteHow? Registered users complete professional profiles (an online CV) andcompany profiles, as well as building networks of connectionsWho? 100 million users worldwide, growing at the rate of a new membereach secondBenefits? Recruitment; Professional networking; Recommendations;Business Referrals; Competitor research; Sharing of expertise;Groups related to your business/professional interest/to aidpersonal development
What? A location based social networking site built on mobile software andintegrating gaming through check-ins and rewardsHow? Registered users connect with friends and update their location togain points, which lead to badges and Mayorship. Users also earn badgesfor completing tasks.Who? 7 million users worldwide sharing check-ins and recommendationsfor things to do in the localityBenefits? Reward customer loyalty; Public identification with yourbusiness; Viral reach as interconnected with Twitter and Facebook;Increase customer visits; Promote events; Enhance customerexperience
What? An online diary, commentary or log, which invites readerinteractionHow? Authors update their blogs regularly with entries encouragingreaders to connect. Photos, videos, audio files, links and reviews featurein the multimedia mix.Who? 156 million blogs worldwide at the start of 2011Benefits? Good for SEO; Create a community; Demonstrateexpertise; Story behind the story; Develop a brand personality;Product or service focus
Maximise the value of yournetworks Sure, anyone can build a fan page in under 10 minutes, and some bigbrands may even attract fans without any real effort. But even if you have3 million fans, and the extent of their involvement with your brand is that atone point they “became a fan,” is that really benefiting you?Seth Godin
Exercise 1:Proximity MapHow to engage with your audience, use hooks to the best effect,and identify the key messages within your business
Wider consumer interests• Identify which words people will use• Start with your Brand Sector name – words used by existing customers to describe or associate with Product your business Brand
Exercise 2:Context, Connection and CommunityHow to create social media communications that secureengagement and response.
Use social media to the bestadvantage• Reviews – recommendations and leveraging influencers• Discussions and interaction – tap into current debates and encourage users to share their opinions, tips and interests• Events – drive footfall, target niche audience groups• Videos – Humour, expertise, still footage, moving footage - what can it do for your business?• Photos – make your business as visual as possible, “a picture speaks a thousand words”• Promotion – make social media a natural extension of your marketing
It’s a new twist on old values so allthe principles of clear messaging;honesty; and genuine interest inyour customer relationshipsstill apply.
Exercise 3:Create your Social Media PlanHow to ensure your social media content and your chosen toolsdeliver preset marketing aims.
Social Media Etiquette• Remember that you are communicating in a very public sphere. Consider potentially offensive or inflammatory posts very carefully before publishing.• Aim for a balance of personal and professional. It’s a social space so minimise the number of logos, remove corporate speak, and avoid the constant hard sell.• You can refuse friendships and connections – and so you should if there is any inappropriate posting. On the flip side it is okay to connect with competitors.• Social media is designed to be brief and open. Start or join the conversation; don’t dominate the conversation.• Post regularly and commit. Social media only works if you are willing to devote time to building relationships.