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 wor...
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 foundation...
SOCIAL MEDIA IS AREVOLUTION
Media Cloverleaf
Ready?
SOCIAL MEDIA IS ABOUTSTORYTELLING
Great uses of Social Media # 1Build Awareness
‘LED Revolution’Promote thebenefits of LEDtechnologyVisitors submitbad lightingphotosEncourages fanson Facebook andTwitter...
Great uses of Social Media # 2Loyalty &Retention
Registrationoccurs onFacebook pageCheck-in at aJetBlue airportlocation with amobileEarn rewardpoints andbadgesBonus if aco...
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...
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...
Great uses of Social Media # 5Drive traffic &footfall
Drive to campaignDrive to competitionentryDrive to voucherredemption (datacapture)Drive to websiteDrive to storeDrive to e...
Great uses of Social Media # 6Market Research
A Big Society survey wassent out across TwitterA different opinion leaderwas asked to retweet iteach dayOver 400 responses...
Great uses of Social Media # 7Recruitment
CH2M HILLrecruit forspecialist jobsgloballyChallenged bylow qualitycandidatesand limitedniche jobboards            Using a...
Recruitment =Matchmaking
Great uses of Social Media # 8Discoverability(Search)
Do you know what your fans want?(you could ask them)
WHY IS SUCCESS SODIFFICULT?
WHERE THEMAGIC HAPPENS
Where the magic happens # 1Facebook
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 yourre...
Visit BritainMarketingcampaign onFacebook and atimely appFans predictedand invitedfriends to predictand share42,000 new fa...
Visit BritainHave a ‘fan gate’Give fans a rangeof things to doand a reason tocome backA reason to sharecontent and invitef...
Cisco (230k fans)Dedicate tab forcustomer supportSuper Fan spotlightCisco Enterprise tabwith rich mediacontent and twitter...
The Skittles phenomenonPerfect match of tone of voice with brandIf your organisation could talk, what is the tone ofvoice?...
Where the magic happens # 2Twitter
Twitter is good for buildingawareness, driving traffic andextending reachFantastic for ‘instantaneous’conversation and you...
Where the magic happens # 3LinkedIn
CH2M HILLLinkedInCompany page (23kfollowers)Dedicated careerstabJob listingsCustomised contentJob search
CH2M HILLAdvertise onLinkedIn to currentemployeesDedicated web pageHighly qualifiedtraffic
Where the magic happens # 4Google+
Where the magic happens # 5Foursquare
Well over 7 million check-insBadges are collectedMayorships are rewardedGreat if you have a physicallocation
Foursquare (specials and tips)
Types of SpecialsNewbie Special: great for attracting new customersSpecial: great for attracting new customersFriends Spec...
Worth a mentionSlideShareYouTubeVimeoDelicious
THEDO’S AND DON’TS
DON’TS
Don’t # 1Try to doeverything at once
Don’t # 2Use the wrongtone of voice
Don’t # 3Lie(or post a statementwithout checking thefacts)
Don’t # 4Drink and post(and check what accountyou’re logged into!)
Don’t # 5Ignore yourcustomers
Don’t # 6Forget legal
Don’t # 7Spam people
DO’S
Do # 1KISS
Do # 2Add value
Use TweetScan to findkeywords and engageRetweet relevant tweetsTweet industry news,events, links to blogsCrowdsource ideas...
Do # 3Identify yourresources
Do # 4Have a strategy
Step 1:Set your objectives and set up an account (reserve your name)Listen , observe othersAdd your social links to emails...
Do # 5Fully integrate
Do # 6Develop SocialMedia Guidelines
Do # 7Find your ROIformula
Do # 8Consider crisismanagement
Do # 9Have a contentplan
Do # 10Use Facebook’stargeting feature
Do #11Use aggregators
InbuiltanalyticsSchedulingsystemEasily view listsPost to Twitter,Facebook etcsimultaneouslySave time
Do # 12Do Social Mediaon your mobile
Do # 13Measure and trackEVERYTHING
Do # 14Be boldBe braveHave fun
FUTURE GAZING
2012 Key Digital Marketing Trends • Local is the New Global - We are moving towards an era of   real-time need for informa...
QR CodesApp on mobile to scancodesDrive directly to Facebook,website, voucher, video,exclusive content, productdemo or ser...
Let the store come to the people!
BlipprApp that enablesimages to act like aQR codeEnables interaction
HeinzF-commerceUsed technical glitch togain mainstream PR
POTENTIALLYHELPFUL STUFF
Edelman DigitalMashableDigital FigaroSocial Media ExaminerEconsultancyAllfacebook.comTED.comAlltopFacebook’s Good Practise...
Thanks!Caroline Bosherwww.carolinebosher.com@carolinebosher
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
Welcome to Social Media (Tech Entrepreneurs Week 2011)
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Welcome to Social Media (Tech Entrepreneurs Week 2011)

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  • Welcome to Social Media (Tech Entrepreneurs Week 2011)

    1. 1. WELCOME TOSOCIAL MEDIA
    2. 2. THE HASHTAG IS#TEW2011@TechEntrepWeek@CarolineBosher(Please feel free to tweet throughout this session)
    3. 3. 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.
    4. 4. SOCIAL MEDIA!What is it?Why bother?Where the magic happensDo’s and DontsFuture gazing
    5. 5. 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’
    6. 6. SOCIAL MEDIA IS AREVOLUTION
    7. 7. Media Cloverleaf
    8. 8. Ready?
    9. 9. SOCIAL MEDIA IS ABOUTSTORYTELLING
    10. 10. Great uses of Social Media # 1Build Awareness
    11. 11. ‘LED Revolution’Promote thebenefits of LEDtechnologyVisitors submitbad lightingphotosEncourages fanson Facebook andTwitter to “BreakYour FlorescentShackles!”
    12. 12. Great uses of Social Media # 2Loyalty &Retention
    13. 13. Registrationoccurs onFacebook pageCheck-in at aJetBlue airportlocation with amobileEarn rewardpoints andbadgesBonus if acompanion is‘tagged’
    14. 14. Great uses of Social Media # 3Influence purchaseintent
    15. 15. 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
    16. 16. Receive discount codes for Dell products Generated US$6.5 million in revenue!
    17. 17. Great uses of Social Media # 4Customer Service
    18. 18. @comcastcaresInternet and cable companySocial customer service ischanging the company culture Developed new infrastructure to learn from customer experience
    19. 19. Great uses of Social Media # 5Drive traffic &footfall
    20. 20. Drive to campaignDrive to competitionentryDrive to voucherredemption (datacapture)Drive to websiteDrive to storeDrive to event
    21. 21. Great uses of Social Media # 6Market Research
    22. 22. A Big Society survey wassent out across TwitterA different opinion leaderwas asked to retweet iteach dayOver 400 responsesCoverage on BBC PoliticsShow, Metro, TheGuardian
    23. 23. Great uses of Social Media # 7Recruitment
    24. 24. CH2M HILLrecruit forspecialist jobsgloballyChallenged bylow qualitycandidatesand limitedniche jobboards Using a combination of LinkedIn, Twitter and Facebook to target and attract great candidates
    25. 25. Recruitment =Matchmaking
    26. 26. Great uses of Social Media # 8Discoverability(Search)
    27. 27. Do you know what your fans want?(you could ask them)
    28. 28. WHY IS SUCCESS SODIFFICULT?
    29. 29. WHERE THEMAGIC HAPPENS
    30. 30. Where the magic happens # 1Facebook
    31. 31. More than 350 million activeusers access Facebookthrough their mobile devices
    32. 32. 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)
    33. 33. Visit BritainMarketingcampaign onFacebook and atimely appFans predictedand invitedfriends to predictand share42,000 new fansin a day
    34. 34. Visit BritainHave a ‘fan gate’Give fans a rangeof things to doand a reason tocome backA reason to sharecontent and invitefriends is evenbetter!
    35. 35. Cisco (230k fans)Dedicate tab forcustomer supportSuper Fan spotlightCisco Enterprise tabwith rich mediacontent and twitterfeedList events,seminars, webcasts
    36. 36. 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
    37. 37. Where the magic happens # 2Twitter
    38. 38. Twitter is good for buildingawareness, driving traffic andextending reachFantastic for ‘instantaneous’conversation and you can talkto anyoneCompetitions
    39. 39. Where the magic happens # 3LinkedIn
    40. 40. CH2M HILLLinkedInCompany page (23kfollowers)Dedicated careerstabJob listingsCustomised contentJob search
    41. 41. CH2M HILLAdvertise onLinkedIn to currentemployeesDedicated web pageHighly qualifiedtraffic
    42. 42. Where the magic happens # 4Google+
    43. 43. Where the magic happens # 5Foursquare
    44. 44. Well over 7 million check-insBadges are collectedMayorships are rewardedGreat if you have a physicallocation
    45. 45. Foursquare (specials and tips)
    46. 46. 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)
    47. 47. Worth a mentionSlideShareYouTubeVimeoDelicious
    48. 48. THEDO’S AND DON’TS
    49. 49. DON’TS
    50. 50. Don’t # 1Try to doeverything at once
    51. 51. Don’t # 2Use the wrongtone of voice
    52. 52. Don’t # 3Lie(or post a statementwithout checking thefacts)
    53. 53. Don’t # 4Drink and post(and check what accountyou’re logged into!)
    54. 54. Don’t # 5Ignore yourcustomers
    55. 55. Don’t # 6Forget legal
    56. 56. Don’t # 7Spam people
    57. 57. DO’S
    58. 58. Do # 1KISS
    59. 59. Do # 2Add value
    60. 60. Use TweetScan to findkeywords and engageRetweet relevant tweetsTweet industry news,events, links to blogsCrowdsource ideasCustomer serviceSeen as expertsBrand awarenessCustomer satisfaction
    61. 61. Do # 3Identify yourresources
    62. 62. Do # 4Have a strategy
    63. 63. 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
    64. 64. Do # 5Fully integrate
    65. 65. Do # 6Develop SocialMedia Guidelines
    66. 66. Do # 7Find your ROIformula
    67. 67. Do # 8Consider crisismanagement
    68. 68. Do # 9Have a contentplan
    69. 69. Do # 10Use Facebook’stargeting feature
    70. 70. Do #11Use aggregators
    71. 71. InbuiltanalyticsSchedulingsystemEasily view listsPost to Twitter,Facebook etcsimultaneouslySave time
    72. 72. Do # 12Do Social Mediaon your mobile
    73. 73. Do # 13Measure and trackEVERYTHING
    74. 74. Do # 14Be boldBe braveHave fun
    75. 75. FUTURE GAZING
    76. 76. 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.
    77. 77. QR CodesApp on mobile to scancodesDrive directly to Facebook,website, voucher, video,exclusive content, productdemo or serviceinformation
    78. 78. Let the store come to the people!
    79. 79. BlipprApp that enablesimages to act like aQR codeEnables interaction
    80. 80. HeinzF-commerceUsed technical glitch togain mainstream PR
    81. 81. POTENTIALLYHELPFUL STUFF
    82. 82. Edelman DigitalMashableDigital FigaroSocial Media ExaminerEconsultancyAllfacebook.comTED.comAlltopFacebook’s Good Practise Guide50 Ideas on using Twitter for Business
    83. 83. Thanks!Caroline Bosherwww.carolinebosher.com@carolinebosher

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