INTRODUCTIONTO SOCIAL MEDIA                                                                     INTRODUCTION TO SOCIAL MED...
WHO WE ARERONELLE                                                      KOBUS• Brand communication                         ...
WHAT DO WE DO help businesses understand and use their brands better We Social media and business: advise and outsource Mu...
SHORT HISTORY OF SOCIAL MEDIA1.   Background2.   Enables user-filtered and recommended content3.   The age of sharing4.   ...
SOCIAL BRAND                                                                                  STRATEGY                    ...
SOCIAL BRAND                                                                                  STRATEGY                    ...
SOCIAL BRAND                                                                                  STRATEGY                    ...
WHAT IS SOCIAL MEDIA REALLYBefore you think its actually something new and frightening…Just super-tools, enabling:    Adve...
1      START AT THE       BEGINNING                                                                    INTRODUCTION TO SOC...
IMPORTANT QUESTIONS TO ASK BEFORE    EMBARKING ON THE JOURNEY                                                             ...
TRULY UNDERSTANDING YOUR BRANDNever before have you needed to understand yourbrand to this extent. It has now become alive...
QUICK GAMEDescribe the person your brand would be.1.   Male female2.   Clothing3.   Car4.   Hobbies5.   Morals6.   Voice7....
WHAT IS YOUR BRAND’S VALUE                PROPOSITION?             EVERY EMPLOYEE SHOULD KNOW THIS1.   We help people who ...
NOW YOU KNOW WHO YOU ARE, YOU       MUST DECIDE WHO TO TALK TO:1.  Who do you want to reach?2.  Why?3.  What do you want t...
PLATFORMS                                                                                       2                         ...
IMPORTANT QUESTIONS TO ASK BEFORE      EMBARKING ON THE JOURNEY1. Who am I2. What are my goals with this   specific SM pla...
WHO IS MY AUDIENCE ON THE             DIFFERENT PLATFORMS1.   Every platform attracts a different     audience …2.   … usi...
QUICK INTRO: FACEBOOK1. 1 /9 people on FB2. Third largest country3. SA: 4.5 mil. (10% of population, 88% of   internet use...
BUILDING BRAND PRESENCE1. Publish relevant, useful content2. ENGAGE: Like and comment3. Join and share Facebook events – i...
QUICK INTRO: TWITTER1.   SA: 5 million tweets in 3 months2.   Personalized information world3.   Borderless (no circles)4....
BUILDING BRAND PRESENCE1.   Retweet relevant, useful content2.   Reply promptly3.   Twitter events with hashtag4.   Use ha...
QUICK INTRO: LinkedIn1.   1.1 mil. in SA (11th most popular)2.   Online CV’s networking3.   Personal brand building4.   Pr...
QUICK INTRO: YouTube1. Massive, but not comparable2. Repository of potentially viral   content3. Works with other platform...
QUICK INTRO: BLOGS1. Powerful B2B and personal   branding tool2. Influencing how the internet   is used3. Generosity princ...
QUICK INTRO: PINTEREST1. SA – 4000 and growing fast2. New and untried3. Borderless and fairly chaotic4. Visual and effortl...
DO’S1.   Be realistic in your expectations2.   Be a nerd – constantly measure, adapt3.   Be a person, not a company4.   Be...
DON’TS1.   Be smug and self-obsessed2.   Spam3.   Try to dominate conversations4.   Over-share (keep it professional)5.   ...
15 min                                                                    INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 201...
3            PRACTICAL                                                                    INTRODUCTION TO SOCIAL MEDIA 201...
A WINNING FACEBOOK POST1.   Engaging2.   On-brand3.   Short (250 word max)4.   Call to action5.   Link or picture?6.   Get...
A WINNING TWEET1. Engaging2. On-brand3. Use a hashtag4. Include someone with @-mention   1. It’s like putting extra hooks ...
3 X 5 MINUTE GAME1. Tell each other about your brand – use your notes2. Tell your audience about a Robertson Slow offering...
BRAND STRATEGYExpose yourself:1. Act like a person… not like a brand2. Express personality3. Be personable without being t...
TAKE NOTE!                                                                    INTRODUCTION TO SOCIAL MEDIA 2012Copyright ©...
IS IT EASY?Yes!                                                       No1. ‘Democratic’ medium                            ...
ITS CALLED SOCIAL MEDIARemember people engage with brands when they forget   that they are brands and experience them like...
FIRST IMPRESSIONS          Make it work for you.                                                                    INTROD...
PRACTICAL FEEDBACK1.   Business pages v. personal pages v. groups2.   Engagement – calls to action3.   Other brands using ...
MEASUREMENT1.   Churn2.   Engagement3.   Demographics4.   Ads                                                             ...
RWV PAGE1.   How do we use this resource?2.   Powerful resource3.   Gathering place for personalities (brands)4.   Keep it...
INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republi...
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Social Media Training Tourism Wine Industry

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  • ● Use consistent, friendly, professional profile photos everywhere else● Create consistent one-line brand statement● Create consistent one-paragraph statement● Representatives should disclose company relationships● Capture your brand as close as you can get to it
  • Social Media Training Tourism Wine Industry

    1. 1. INTRODUCTIONTO SOCIAL MEDIA INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    2. 2. WHO WE ARERONELLE KOBUS• Brand communication • Strategic management• E-marketing, design • Marketing and communication• Visual communication • Print media, radio and TV• Specialising in wine brands • Social networksTEAM• Design, digital development • Marketing and markets• Journalism and copy-writing • PR and small events INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    3. 3. WHAT DO WE DO help businesses understand and use their brands better We Social media and business: advise and outsource Multi-disciplined team – expertise at a fraction of an ad agency and the price of a full-time team memberNot only project focused, but we are still there when the spectacle is over.Approach: personal, cost effective, enjoy working with smallerbusinesses INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    4. 4. SHORT HISTORY OF SOCIAL MEDIA1. Background2. Enables user-filtered and recommended content3. The age of sharing4. Young – 20045. Explosive growth since 20066. The end predicted since the beginning7. Platforms have come and gone - MySpace INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    5. 5. SOCIAL BRAND STRATEGY Who are you trying to engage? INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    6. 6. SOCIAL BRAND STRATEGY Who are you trying to engage? INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    7. 7. SOCIAL BRAND STRATEGY Who are you trying to engage? INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    8. 8. WHAT IS SOCIAL MEDIA REALLYBefore you think its actually something new and frightening…Just super-tools, enabling: Advertising Customer Care Brand building Public Relations promotions Customer Relationship Market research Word-of-mouth Lead generation Management INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    9. 9. 1 START AT THE BEGINNING INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    10. 10. IMPORTANT QUESTIONS TO ASK BEFORE EMBARKING ON THE JOURNEY Who are my Who am I? What do I like friends? to do?How do I makeothers like me? What would I What do I like sound like? to do? INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    11. 11. TRULY UNDERSTANDING YOUR BRANDNever before have you needed to understand yourbrand to this extent. It has now become alive, apersonality with emotions and context.It is an entity with complexity and a voice. Youcannot pretend or keep your brand at a distance.And what more, your brand has friends andenemies. This is the most important aspect tounderstand, because like all friendships and humanrelations your brand will go through changes andchallenges. But it offers you more opportunitiesthan ever before to give, receive, influence,convince. INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    12. 12. QUICK GAMEDescribe the person your brand would be.1. Male female2. Clothing3. Car4. Hobbies5. Morals6. Voice7. Extra Features8. What does he/she do on a Saturday night? INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    13. 13. WHAT IS YOUR BRAND’S VALUE PROPOSITION? EVERY EMPLOYEE SHOULD KNOW THIS1. We help people who spend/enjoy/love … and who need .….2. Who are facing .…………3. Will enjoy .…………4. While enabling .…………5. Compared to .…………Guide to writing a brand statement, so you can talk as your brand. INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    14. 14. NOW YOU KNOW WHO YOU ARE, YOU MUST DECIDE WHO TO TALK TO:1. Who do you want to reach?2. Why?3. What do you want them to do?4. How can you help them?5. How will you know you’ve succeeded?6. What are your current marketing goals?7. Where can you reach them? (who do you @, where do you cross-post etc)The start of your strategy. INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    15. 15. PLATFORMS 2 INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    16. 16. IMPORTANT QUESTIONS TO ASK BEFORE EMBARKING ON THE JOURNEY1. Who am I2. What are my goals with this specific SM platform.3. How do I want to build an audience4. What do I expect from my audience5. What is a realistic amount of followers INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    17. 17. WHO IS MY AUDIENCE ON THE DIFFERENT PLATFORMS1. Every platform attracts a different audience …2. … using it to meet different needs3. … with a different persona on each one4. Cat and dog people5. Ideal: provide fresh value on each platform6. Tailor-make your message for each INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    18. 18. QUICK INTRO: FACEBOOK1. 1 /9 people on FB2. Third largest country3. SA: 4.5 mil. (10% of population, 88% of internet users)4. Overlapping circles of influence . . .5. Powerful ad mechanism and stats6. Most useful for: 1. Brand communication 2. Feedback mechanism 3. Market research 4. Shopping? INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    19. 19. BUILDING BRAND PRESENCE1. Publish relevant, useful content2. ENGAGE: Like and comment3. Join and share Facebook events – invite people too4. Tag friends in photos5. Reply promptly6. Seek out your interest community and contribute there7. DON’T over-post – 3 max per day8. Monitor, learn by trial and error INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    20. 20. QUICK INTRO: TWITTER1. SA: 5 million tweets in 3 months2. Personalized information world3. Borderless (no circles)4. Influence and sharing NB5. Can’t over-tweet (if tweets are good!)6. No stats, ad mechanism7. Most useful for: 1. Brand personality 2. Pushing info 3. Quick and direct communications INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    21. 21. BUILDING BRAND PRESENCE1. Retweet relevant, useful content2. Reply promptly3. Twitter events with hashtag4. Use hashtags, @mentions5. Participate in Follow Friday6. Recognise follows7. Be careful not to subtweet8. Seek out the topics/influencers your market is into, engage with them INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    22. 22. QUICK INTRO: LinkedIn1. 1.1 mil. in SA (11th most popular)2. Online CV’s networking3. Personal brand building4. Professional information resource5. Positioning yourself as expert6. Most useful for: 1. B2B networking 2. Recruitment 3. Professional knowledge sharing INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    23. 23. QUICK INTRO: YouTube1. Massive, but not comparable2. Repository of potentially viral content3. Works with other platforms4. NB: Virality not easy to achieve5. Most useful for: 1. Free hosting of your videos 2. Content resource 3. Research resource INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    24. 24. QUICK INTRO: BLOGS1. Powerful B2B and personal branding tool2. Influencing how the internet is used3. Generosity principle: share valuable content and you will gain stature (and clients)4. Works with other platforms INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    25. 25. QUICK INTRO: PINTEREST1. SA – 4000 and growing fast2. New and untried3. Borderless and fairly chaotic4. Visual and effortless5. Huge potential for visual, luxury brands6. Most useful for: 1. Collecting your images 2. Making a brand mood board 3. Online catalogue (no prices!) INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    26. 26. DO’S1. Be realistic in your expectations2. Be a nerd – constantly measure, adapt3. Be a person, not a company4. Be generous – its about sharing, helping5. Be agile and opportunistic – seize the moment INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    27. 27. DON’TS1. Be smug and self-obsessed2. Spam3. Try to dominate conversations4. Over-share (keep it professional)5. Get defensive!6. Talk too much, don’t be too quiet INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    28. 28. 15 min INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    29. 29. 3 PRACTICAL INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    30. 30. A WINNING FACEBOOK POST1. Engaging2. On-brand3. Short (250 word max)4. Call to action5. Link or picture?6. Get the timing right7. EDIT!8. Play with the tools: polls, events, tabs and apps INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    31. 31. A WINNING TWEET1. Engaging2. On-brand3. Use a hashtag4. Include someone with @-mention 1. It’s like putting extra hooks on your fishing line5. Shorten links6. Tip: monitor mentions of your brand or related keywords 1. Tweetdeck, Hootsuite INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    32. 32. 3 X 5 MINUTE GAME1. Tell each other about your brand – use your notes2. Tell your audience about a Robertson Slow offering3. Now write a Facebook post and a tweet promoting this offering4. Pass it on one more time to the next person – who will try and improve on it.Use your checklist.If you can fill in the characteristics of your FB and TW audiences. INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    33. 33. BRAND STRATEGYExpose yourself:1. Act like a person… not like a brand2. Express personality3. Be personable without being too personal INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    34. 34. TAKE NOTE! INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    35. 35. IS IT EASY?Yes! No1. ‘Democratic’ medium 1. Dark side of virality –2. Cost effective and reputation risk versatile 2. Costs time and skill3. Technically 3. Constantly evolving, approachable challenging4. Most people can do it 4. Few people can do it well INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    36. 36. ITS CALLED SOCIAL MEDIARemember people engage with brands when they forget that they are brands and experience them like people.Behave like the kind of person that would be likable and memorable in a social situation. INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    37. 37. FIRST IMPRESSIONS Make it work for you. INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    38. 38. PRACTICAL FEEDBACK1. Business pages v. personal pages v. groups2. Engagement – calls to action3. Other brands using your platform?4. Consistency between platforms5. Mirroring platforms?6. Visuals!7. Put some thought into your content strategy INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    39. 39. MEASUREMENT1. Churn2. Engagement3. Demographics4. Ads INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    40. 40. RWV PAGE1. How do we use this resource?2. Powerful resource3. Gathering place for personalities (brands)4. Keep it outroverted – its not a community chat5. Festivals INTRODUCTION TO SOCIAL MEDIA 2012 Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.
    41. 41. INTRODUCTION TO SOCIAL MEDIA 2012Copyright © 2010 YehBaby. The Content On This Presentation May Not Be Reproduced, Republished Or Mirrored In Any Shape Or Form.

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