Social MediaBy: Aleem Visram
The Power of SMMhttp://www.youtube.com/watch?v=ZQzsQkMFgHE• Consumers create 256 billion impressions on one  another (indi...
Social Media Top 101.  Establish your social media objectives2.  Identify the target audience and what matters to them3.  ...
1. Social Media Objectives1.    Brand Awareness     –    E.g. Starbucks Campaign: mentioned in tweet every 8          seco...
2. Understand the consumer1. Understand consumer motivations   for use2. Understand consumer behaviours   (e.g. likes and ...
3. Use netnography to understand whatthe consumer is saying about yourbrand                STEP                          R...
4. Identify the key influencers
4. Build a relationship with the consumer
5. Simulate Word of MouthI dentify mass influencerD eliver groundswell customer serviceE mpower customers with information...
5. How do you simulate WOM?   1. Proof of Friendship: understanding role in        consumer’s life, attitude and action re...
Example: Ford Fiesta Movement• Contest to give away 100 Ford Fiestas to the  contestants with videos with the most views:h...
6. Choose the right social mediavehicles to engage consumers
7. Be creative, funny or differentto spread your messageToyota Sienna`s `Swagger wagon`: http://www.youtube.com/watch?v=ql...
8. Encourage participation by providinginteraction, rewards and recognition
8. Encourage participation by providinginteraction, rewards and recognition      Richard Branson’s blog provides opportuni...
9. Monitor, respond and react asa consumer
10. Measure social mediaeffectiveness•   Volume•   Sentiment (Valence)•   Emotion•   Topic/issue•   Source•   Author (Infl...
10. 100 ways to measuresocial media
Social marketing can havebranding equivalents            Brand Metric           Social Equivalent  Reach/Awareness        ...
Social Media Top 101.  Establish your social media objectives2.  Identify the target audience and what matters to them3.  ...
Questions? Contact Me:FB/ Linked in: Aleem VisramE-Mail: avisram.mba2006@ivey.caTwitter: @aleem_v
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Social Media Top 10 Things To Do

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See attached presentation with my top 10 recommendations for using Social Media for business.

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Social Media Top 10 Things To Do

  1. 1. Social MediaBy: Aleem Visram
  2. 2. The Power of SMMhttp://www.youtube.com/watch?v=ZQzsQkMFgHE• Consumers create 256 billion impressions on one another (individual msg vs. mass marketing) by talking about products or services each year• Blogs and discussion forums generate 1.64 billion posts, 50% of ppl online are regular blog readers That’s 0.5 trillion impressions in the US alone, or 8 impressions everyday on every person online!
  3. 3. Social Media Top 101. Establish your social media objectives2. Identify the target audience and what matters to them3. Use netnography to listen to what the target audience is saying about you4. Identify key influencers and the social consumer5. Stimulate Word of Mouth (WOM)6. Determine the appropriate social media vehicles to use to build a community of advocates7. Be funny, creative or different to spread your message8. Encourage participation with interaction and providing rewards or recognition9. Monitor, respond and react as a consumer, not as a business10. Measure the effectiveness of your social media
  4. 4. 1. Social Media Objectives1. Brand Awareness – E.g. Starbucks Campaign: mentioned in tweet every 8 seconds – E.g. Naked Pizza: 68% of sales from Twitter followers, 85% motivated by tweets – K-Tec Blendz: over 100 million views http://www.youtube.com/watch?v=qg1ckCkm8YI2. Brand Engagement – SW Airlines: “Nuts About SW” 25% more blog posts, 40% + page views and time spent increased 26% – Target Circle of Moms: 20K page views in 6 weeks3. Word of Mouth (Advocacy) – Burger King “Whopper Sacrifice”= 234K FB friends ‘unfriended’ in 1 week plus extensive media coverage http://www.youtube.com/watch?v=o0D_MYc6m0o
  5. 5. 2. Understand the consumer1. Understand consumer motivations for use2. Understand consumer behaviours (e.g. likes and dislikes)3. Understand investment by consumers when engaging with brands4. Focus on long-term brand loyalty, relationships and advocacy
  6. 6. 3. Use netnography to understand whatthe consumer is saying about yourbrand STEP Report Research Findings and Theoretical Implications, OR Strategy 5 (STP) & Tactical Implications STEP Data Analysis and Iterative Interpretation of Findings 4 Community Participant-Observation STEP (Engagement, Immersion) and Data Collection 3 (Ensure Ethical Procedures) STEP Community Identification and Selection 2 STEP Definition of Research Questions, Topics and/or Trends to Investigate 1 6
  7. 7. 4. Identify the key influencers
  8. 8. 4. Build a relationship with the consumer
  9. 9. 5. Simulate Word of MouthI dentify mass influencerD eliver groundswell customer serviceE mpower customers with informationA mplify your fans – Offer spreadable content – Offer relevant information – Monitor influencers and respond quickly
  10. 10. 5. How do you simulate WOM? 1. Proof of Friendship: understanding role in consumer’s life, attitude and action reflects you are one of them or have their best interest at heart 2. Anticipate consumer attitude 3. Gift pack the sales message- genuine, exciting, entertaining, insightful or humorous, undersell 4. Establish audience kinship: match product and appeal to the customer you are targeting- personalize targeted messaging 5. Initiate exclusive group 6. Be a friend of man- interest in the community at large- small, but thoughtful acts of friendship 7. Convey personal experience
  11. 11. Example: Ford Fiesta Movement• Contest to give away 100 Ford Fiestas to the contestants with videos with the most views:http://www.youtube.com/watch?v=70wEQO12Yfw• over 4,000 applied with over 7 million views• 700,000 saw pictures posted• 4 million saw tweets• 100,000 signed up to get more info• 4,000 signed up to buy a Fiesta• The movement continues with Fiesta teams and events: www.fiestamovement2.com
  12. 12. 6. Choose the right social mediavehicles to engage consumers
  13. 13. 7. Be creative, funny or differentto spread your messageToyota Sienna`s `Swagger wagon`: http://www.youtube.com/watch?v=ql-N3F1FhW4&feature=relmfuOld Spice Man: http://www.youtube.com/watch?v=owGykVbfgUEDove`s Pro Age: http://www.youtube.com/watch?v=vilUhBhNnQc
  14. 14. 8. Encourage participation by providinginteraction, rewards and recognition
  15. 15. 8. Encourage participation by providinginteraction, rewards and recognition Richard Branson’s blog provides opportunities to interact with him on an ongoing basis through varied social media
  16. 16. 9. Monitor, respond and react asa consumer
  17. 17. 10. Measure social mediaeffectiveness• Volume• Sentiment (Valence)• Emotion• Topic/issue• Source• Author (Influencer)• Virality
  18. 18. 10. 100 ways to measuresocial media
  19. 19. Social marketing can havebranding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators Purchase Sales Loyalty Referral
  20. 20. Social Media Top 101. Establish your social media objectives2. Identify the target audience and what matters to them3. Use netnography to listen to what the target audience is saying about you4. Identify key influencers and the social consumer5. Stimulate Word of Mouth (WOM)6. Determine the appropriate social media vehicles to use to build a community of advocates7. Be funny, creative or different to spread your message8. Encourage participation and feedback using rewards or recognition9. Monitor, respond and react as a consumer, not as a business10. Measure the effectiveness of your social media using tools (Google analytics, Hoot Suite, Tweet deck, etc.)
  21. 21. Questions? Contact Me:FB/ Linked in: Aleem VisramE-Mail: avisram.mba2006@ivey.caTwitter: @aleem_v

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