Welcome to Social Media (Tech Entrepreneurs Week 2011)
WELCOME TOSOCIAL MEDIA
THE HASHTAG IS#TEW2011@TechEntrepWeek@CarolineBosher(Please feel free to tweet throughout this session)
The worlds largest independent PR Agency, with over 4000 people in 54 offices worldwide.Edelman Digital is the world’s first and largest global social agency.
SOCIAL MEDIA!What is it?Why bother?Where the magic happensDo’s and DontsFuture gazing
WHAT IS IT?Wikipedia says:‘a group of Internet-based applicationsthat build on the ideological andtechnological foundations of Web 2.0,and that allow the creation andexchange of user-generated content’
‘LED Revolution’Promote thebenefits of LEDtechnologyVisitors submitbad lightingphotosEncourages fanson Facebook andTwitter to “BreakYour FlorescentShackles!”
Great uses of Social Media # 2Loyalty &Retention
Registrationoccurs onFacebook pageCheck-in at aJetBlue airportlocation with amobileEarn rewardpoints andbadgesBonus if acompanion is‘tagged’
Great uses of Social Media # 3Influence purchaseintent
56% of consumers said they are more likely torecommend a brand to a friend after becoming a fan on Facebook 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook
Receive discount codes for Dell products Generated US$6.5 million in revenue!
Great uses of Social Media # 4Customer Service
@comcastcaresInternet and cable companySocial customer service ischanging the company culture Developed new infrastructure to learn from customer experience
Great uses of Social Media # 5Drive traffic &footfall
Drive to campaignDrive to competitionentryDrive to voucherredemption (datacapture)Drive to websiteDrive to storeDrive to event
More than 350 million activeusers access Facebookthrough their mobile devices
Is Facebook right for yourbusiness?It depends on your individual businessobjectives, who you’re trying to reach and yourresources.Facebook is great place to ‘house’ yourcommunity (and to display images)
Visit BritainMarketingcampaign onFacebook and atimely appFans predictedand invitedfriends to predictand share42,000 new fansin a day
Visit BritainHave a ‘fan gate’Give fans a rangeof things to doand a reason tocome backA reason to sharecontent and invitefriends is evenbetter!
Cisco (230k fans)Dedicate tab forcustomer supportSuper Fan spotlightCisco Enterprise tabwith rich mediacontent and twitterfeedList events,seminars, webcasts
The Skittles phenomenonPerfect match of tone of voice with brandIf your organisation could talk, what is the tone ofvoice?Underlying all communications will be a singlepersonality with distinctive way of speaking
Types of SpecialsNewbie Special: great for attracting new customersSpecial: great for attracting new customersFriends Special: rewards friends for checking in somewhere togetherFlash Special: a time sensitive, limited quantity specialSwarm Special: rewards large groups of users for visiting a venue all at onceCheck-In Special: unlocks a special every time a user checks in, rewarding repeat visitorsLoyalty Special: a digital version of the classic loyalty cardMayor Special: rewards your single most loyal customer (the Mayor)
Worth a mentionSlideShareYouTubeVimeoDelicious
Step 1:Set your objectives and set up an account (reserve your name)Listen , observe othersAdd your social links to emails, business cards, websiteStep 2:Follow lots of great people and retweet (add value)Begin to post contentExperimentDiscover your voice and online personalityStep 3:Start to look at other platformsResearch what is working with for competitors / in other industriesEngage in conversation (add value)Start to integrate platforms
2012 Key Digital Marketing Trends • Local is the New Global - We are moving towards an era of real-time need for information relevant to where we are. Location based services will grow. • Growth of NFC and QR Codes - More services and mobile devices with NFC chips will be released paving way to the new era of “tap & pay” commerce. • Social commerce will become popular on mobile devices – New era of e-commerce, purchase directly from your Facebook account. With the introduction of Facebook’s mobile platform social commerce will become popular on mobile devices. • Multi-channel marketing – increased integrated marketing with social media at the heart • More than half of social networking sites’ usage will be on mobile devices - Social media happens in real time & people share content when it’s happening! As more people get smartphones and tablets, sharing content will move towards mobile devices.
QR CodesApp on mobile to scancodesDrive directly to Facebook,website, voucher, video,exclusive content, productdemo or serviceinformation