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Get In The Conversation For ABRA


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ABRA Presentaion

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Get In The Conversation For ABRA

  1. 1. <ul><li>“ No profession stands to influence the market place more than Social Media .” Paul Gillin , The New Influencers, A Marketers Guide to the New Media </li></ul><ul><li>INTRODUCTION </li></ul>
  2. 2. <ul><li>Social media defined </li></ul><ul><li>10 keys to social media success </li></ul><ul><li>Social media tools </li></ul><ul><li>Social media myths </li></ul><ul><li>3 take away messages </li></ul><ul><li>Help is here </li></ul><ul><li>INTRODUCTION </li></ul>
  3. 3. <ul><li>Social media is a conversation online. </li></ul><ul><ul><li>Look who’s talking : </li></ul></ul><ul><ul><li>your customers </li></ul></ul><ul><ul><li>your employees </li></ul></ul><ul><ul><li>your investors </li></ul></ul><ul><ul><li>your critics </li></ul></ul><ul><ul><li>your fans </li></ul></ul><ul><ul><li>your competition .... </li></ul></ul><ul><ul><li>anyone who has internet access and an opinion . </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  4. 4. <ul><li>The conversation is not : </li></ul><ul><ul><li>controlled </li></ul></ul><ul><ul><li>organized </li></ul></ul><ul><ul><li>“ on message ” </li></ul></ul><ul><li>The conversation is : </li></ul><ul><ul><li>organic </li></ul></ul><ul><ul><li>complex </li></ul></ul><ul><ul><li>speaks in a human voice </li></ul></ul><ul><li>Social media is not a strategy or a tactic – it’s simply a channel . </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  5. 5. <ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Related: </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Real Simple Syndication (RSS) </li></ul></ul><ul><ul><li>Social Media Press Release </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  6. 6. <ul><li>The power to define and control a brand is shifting from corporations and institutions to individuals and communities . </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  7. 7. <ul><li>It is about putting the “ power ” back in the hands of the individual and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool. </li></ul><ul><li>Brian Solis, The Media Manifesto </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  8. 8. <ul><li>91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group </li></ul><ul><li>87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa </li></ul><ul><li>3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research </li></ul><ul><li>1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent </li></ul><ul><li>* Slide courtesy of Digital Influence Group </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  9. 9. <ul><li>Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. </li></ul><ul><ul><li>73 % of active online users have read a blog </li></ul></ul><ul><ul><li>45 % have started their own blog </li></ul></ul><ul><ul><li>39 % subscribe to an RSS feed </li></ul></ul><ul><ul><li>57 % have joined a social network </li></ul></ul><ul><ul><li>55 % have uploaded photos </li></ul></ul><ul><ul><li>83 % have watched video clips </li></ul></ul><ul><ul><ul><li>Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day </li></ul></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  10. 10. <ul><li>Social media can help you in all stages of your PR campaign: </li></ul><ul><li>research </li></ul><ul><li>strategic planning </li></ul><ul><li>implementation </li></ul><ul><li>evaluation </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  11. 11. <ul><ul><li>Learn what people are saying about you </li></ul></ul><ul><ul><li>Create buzz for events & campaigns </li></ul></ul><ul><ul><li>Increase brand exposure </li></ul></ul><ul><ul><li>Identify and recruit influencers to spread your message </li></ul></ul><ul><ul><li>Find new opportunities and customers </li></ul></ul><ul><ul><li>Support your products and services </li></ul></ul><ul><ul><li>Improve your search engine visibility </li></ul></ul><ul><ul><li>Gain competitive intelligence </li></ul></ul><ul><ul><li>Get your message out fast </li></ul></ul><ul><ul><li>Retain clients by establishing a personal relationship </li></ul></ul><ul><ul><li>Be an industry leader – not a follower </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>
  12. 12. <ul><li>Reach </li></ul><ul><ul><li>Website visits / views </li></ul></ul><ul><ul><li>volume of reviews/comments </li></ul></ul><ul><ul><li>Incoming links </li></ul></ul><ul><li>Action & Insight </li></ul><ul><ul><li>Sales inquiries </li></ul></ul><ul><ul><li>New business </li></ul></ul><ul><ul><li>Customer Satisfaction / loyalty </li></ul></ul><ul><ul><li>Marketing efficiency </li></ul></ul><ul><li>Engagement & Influence </li></ul><ul><ul><li>Sentiment of reviews/comments </li></ul></ul><ul><ul><li>Brand affinity </li></ul></ul><ul><ul><li>Commenter authority/influence </li></ul></ul><ul><ul><li>Time spent </li></ul></ul><ul><ul><li>Favourites / Friends / Fans </li></ul></ul><ul><ul><li>Viral forwards </li></ul></ul><ul><ul><li>Number of downloads </li></ul></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>Source: The Digital Influence Group, Measuring the Influence of Social Media
  13. 13. 10 KEYS TO SOCIAL MEDIA SUCCESS <ul><li>KEYS TO SUCCESS </li></ul>
  14. 14. <ul><li>Experiment early and often </li></ul><ul><li>Try a variety of social media tools </li></ul><ul><li>Be yourself , make some friends , and share </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  15. 15. <ul><li>Spend time upfront planning how you will use social media </li></ul><ul><li>Think POST : </li></ul><ul><ul><li>P eople </li></ul></ul><ul><ul><li>O bjectives </li></ul></ul><ul><ul><li>S trategy </li></ul></ul><ul><ul><li>T echnology </li></ul></ul><ul><li>KEYS TO SUCCESS </li></ul>
  16. 16. <ul><li>Find where your audience is participating and indentify the influencers </li></ul><ul><li>Read industry blogs (including comments) </li></ul><ul><li>Google your company name & your competition </li></ul><ul><li>Find tools that can help you listen </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  17. 17. <ul><li>Avoid puffery (people will ignore it) </li></ul><ul><li>Avoid evasion and lying (people won’t ignore it) </li></ul><ul><li>Companies have watched their biggest screw-up's rise to the top 10 of a Google search </li></ul><ul><li>Admit your mistakes right away </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  18. 18. <ul><li>Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Incorporate tools that promote sharing: </li></ul><ul><ul><li>Share This, RSS feeds, Email a friend </li></ul></ul><ul><li>KEYS TO SUCCESS </li></ul>
  19. 19. <ul><li>Don't shout . Don't broadcast . Don’t brag . </li></ul><ul><li>Speak like yourself – not a corporate marketing shill or press secretary </li></ul><ul><li>Personify your brand – give people something they can relate to. </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  20. 20. <ul><li>CASE STUDY </li></ul>
  21. 21. <ul><li>Think like a contributor , not a marketer </li></ul><ul><li>Consider what is relevant to the community before contributing </li></ul><ul><li>Don’t promote your product on every post </li></ul><ul><li>Win friends by promoting other people’s content if it interests you </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  22. 22. <ul><li>Don’t try to delete or remove criticism (it will just make it worse) </li></ul><ul><li>Listen to your detractors </li></ul><ul><li>Admit your shortcomings </li></ul><ul><li>Work openly towards an explanation and legitimate solution </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  23. 23. <ul><li>Don’t wait until you have a campaign to launch - start planning and listening now </li></ul><ul><li>Build relationships so they’re ready when you need them </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  24. 24. <ul><li>You need buy in from everyone in the organization </li></ul><ul><li>Social media is relevant to your organization and not an option </li></ul><ul><li>Get your communications team together, discuss the options, get professional advice </li></ul><ul><li>KEYS TO SUCCESS </li></ul>
  25. 25. <ul><li>THE TOOLS </li></ul>SOCIAL MEDIA TOOLS
  26. 26. <ul><li>People and organizations connect and interact with friends, colleagues and fans . </li></ul><ul><li>Facebook and MySpace pages provide a micro site for your business within the social framework. </li></ul><ul><li>THE TOOLS </li></ul>
  27. 27. <ul><li>create online profiles </li></ul><ul><li>share photos , video , and audio , links </li></ul><ul><li>send private message and instant message </li></ul><ul><li>learn more about people and organizations </li></ul><ul><li>join groups and gain fans </li></ul><ul><li>THE TOOLS </li></ul>
  28. 28. <ul><li>Do </li></ul><ul><li>create a page to promote your brand </li></ul><ul><li>point your fans to your company blog or contest </li></ul><ul><li>encourage a discussion and participate frequently </li></ul><ul><li>explore targeted advertising opportunities </li></ul><ul><li>Don’t </li></ul><ul><li>create a page and fail to maintain it </li></ul><ul><li>try a hard sell approach </li></ul><ul><li>censor comments </li></ul><ul><li>spam your fans/friends with frequent private messages – you’ll drive them away </li></ul><ul><li>post false information </li></ul><ul><li>THE TOOLS </li></ul>
  29. 29. <ul><li>Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks </li></ul><ul><li>Community votes on your submissions so they either rise to the top or drop to the bottom </li></ul><ul><li>THE TOOLS </li></ul>
  30. 30. <ul><li>Do </li></ul><ul><li>link to relevant articles about news in your field (not just your own content) </li></ul><ul><li>make friends with other bookmarkers in a legitimate way </li></ul><ul><li>respect the terms of service </li></ul><ul><ul><li>(reddit allows self-promotion, digg does not) </li></ul></ul><ul><li>Don’t </li></ul><ul><li>spam by consistently bookmarking your own material </li></ul><ul><li>cheat by tagging your bookmarks with irrelevant popular keywords </li></ul><ul><li>open multiple accounts and vote for yourself – you’ll be exposed </li></ul><ul><li>THE TOOLS </li></ul>
  31. 31. <ul><li>A blog is a website with regular entries of commentary or news </li></ul><ul><ul><li>Blogs serve to establish your company as transparent , relevant , active , and expert </li></ul></ul><ul><li>THE TOOLS </li></ul>
  32. 32. <ul><li>engage in dialogue with your customers </li></ul><ul><li>improve your search engine visibility </li></ul><ul><li>promote product launches and events </li></ul><ul><li>gain expert status by providing useful tips </li></ul><ul><li>THE TOOLS </li></ul>
  33. 33. <ul><li>Do </li></ul><ul><li>post on a regular schedule </li></ul><ul><li>encourage conversation by asking questions </li></ul><ul><li>respond to customers ' questions and concerns </li></ul><ul><li>use a few bloggers from your company for more viewpoints </li></ul><ul><li>post product reviews from customers or industry experts </li></ul><ul><li>Don’t </li></ul><ul><li>write press releases – be real about why something is exciting </li></ul><ul><li>let complaints go unanswered </li></ul><ul><li>make users register to comment – they won’t bother </li></ul><ul><li>delete fair but critical comments </li></ul><ul><li>THE TOOLS </li></ul>
  34. 34. <ul><li>Microblogs are blogs limited to a sentence or two (about 140 characters ) </li></ul><ul><li>People use microblogging to follow their friends </li></ul><ul><li>Companies use it to market their product or services by giving them a voice/identity . </li></ul><ul><li>THE TOOLS </li></ul>
  35. 35. <ul><li>promote contests </li></ul><ul><li>share timely information </li></ul><ul><li>spread useful links </li></ul><ul><li>personify your brand </li></ul><ul><li>build credibility and influence </li></ul><ul><li>follow competitors </li></ul><ul><li>THE TOOLS </li></ul>
  36. 36. <ul><li>Do’s </li></ul><ul><li>sound like someone who just happens to work at your company </li></ul><ul><li>put a friendly face on your product </li></ul><ul><li>pose and answer questions </li></ul><ul><li>announce sales, deals, news, updates, and build buzz for big releases or events </li></ul><ul><li>Don'ts </li></ul><ul><li>sound like a press release </li></ul><ul><li>spam with constant links to your company website, either in tweets or private messages </li></ul><ul><li>THE TOOLS </li></ul>
  37. 37. <ul><li>THE TOOLS </li></ul><ul><li>Video sharing sites let you upload videos and share them with people. </li></ul><ul><li>They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization. </li></ul>
  38. 38. <ul><li>THE TOOLS </li></ul><ul><li>helps you gain exposure and direct traffic back to your website </li></ul><ul><li>sparks interest without a hard-sell </li></ul><ul><li>videos can be low-fi and cheap to produce - immediacy and content is more important than quality. </li></ul><ul><li>videos can be a place to showcase your leadership in a field, and spread customer testimonials </li></ul>
  39. 39. <ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>be informative , useful , or entertaining </li></ul><ul><li>create a summary and detailed description </li></ul><ul><li>post video replies to others </li></ul><ul><li>allow commenting and participate in the conversation </li></ul><ul><li>save bandwidth costs on your website by hosting videos on YouTube </li></ul><ul><li>Don’t </li></ul><ul><li>just upload infomercials </li></ul><ul><li>be afraid to experiment until find a formula that works. </li></ul><ul><li>pull down other people’s videos showcasing your product for copyright infringement </li></ul><ul><li>make your video longer than it needs to be – keep it concise and entertaining </li></ul>
  40. 40. <ul><li>THE TOOLS </li></ul><ul><li>A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools </li></ul><ul><li>Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it </li></ul>
  41. 41. <ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>find references to your organization and have inaccuracies updated </li></ul><ul><li>read the terms of use to ensure you are allowed to edit an entry about you </li></ul><ul><li>research competition </li></ul><ul><li>use wikis to collaborate with your team </li></ul><ul><li>Don’t </li></ul><ul><li>rely on social reference websites to be accurate </li></ul><ul><li>spam or overtly advertising – it could get you banned </li></ul><ul><li>use it for Search Engine Optimization (Wikipedia prevents search engines from following links) </li></ul><ul><li>Don’t sabotage competitor’s entries about competitors (You could get caught) </li></ul>
  42. 42. <ul><li>Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding </li></ul><ul><li>people interact through characters called avatars </li></ul><ul><li>residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another </li></ul><ul><li>THE TOOLS </li></ul>
  43. 43. <ul><li>hold media conferences in Second Life to generate buzz (World Bank reports in world) </li></ul><ul><li>create and sell branded products accompanied by coupons and advertising for real-world stores </li></ul><ul><li>purchase land, build stores, and open for business </li></ul><ul><li>publish streams of audio or video on people’s properties </li></ul><ul><li>THE TOOLS </li></ul>
  44. 44. <ul><li>Do </li></ul><ul><li>Use it to generate publicity publicity for real world activities </li></ul><ul><li>find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated </li></ul><ul><li>be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds </li></ul><ul><li>THE TOOLS </li></ul><ul><li>Don’t </li></ul><ul><li>just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. </li></ul><ul><li>be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother. </li></ul>
  45. 45. <ul><li>THE TOOLS </li></ul><ul><li>A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. </li></ul><ul><li>Podcasts can be simple recordings of conversations , presentations , or interviews </li></ul><ul><li>They’re a chance to provide build an audience around your brand or message. </li></ul>
  46. 46. <ul><li>THE TOOLS </li></ul><ul><li>Do’s </li></ul><ul><li>come up with a format ( form, topic, and duration) </li></ul><ul><li>prepare don’t script (or you’ll sound stiff) </li></ul><ul><li>use a good microphone (but no need to over produce) </li></ul><ul><li>promote your podcast on your website and podcast directories </li></ul><ul><li>Dont’s </li></ul><ul><li>worry about length </li></ul><ul><li>invest in a lot of equipment – simple tools and software are all you need to get going </li></ul><ul><li>leave too much time between podcasts – it could prevent you from building an audience </li></ul>
  47. 47. <ul><li>THE TOOLS </li></ul><ul><li>RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers. </li></ul><ul><li>an effective way to distribute your content and lead users back to your website </li></ul>
  48. 48. <ul><li>THE TOOLS </li></ul>
  49. 49. <ul><li>THE TOOLS </li></ul><ul><li>Do </li></ul><ul><li>offer RSS feeds for your website’s blog , news , events , and podcasts </li></ul><ul><li>subscribe to RSS feeds relevant to your industry or interests </li></ul><ul><li>include a title and description only so subscribers need to visit your site for the full story </li></ul><ul><li>track your subscribers </li></ul><ul><li>Don’t </li></ul><ul><li>spam your subscribers by including excessive advertising in your RSS feed </li></ul><ul><li>go overboard – limit RSS feeds to content frequently updated </li></ul><ul><li>freak out when a splogger hijacks your content – this could actually help your search engine rank </li></ul>
  50. 50. <ul><li>THE TOOLS </li></ul>
  51. 51. SOCIAL MEDIA MYTHS <ul><li>THE MYTHS </li></ul>
  52. 52. “ Social media is just a fad – it will go away.” <ul><li>THE MYTHS </li></ul>
  53. 53. “ Social media is inexpensive .” <ul><li>THE MYTHS </li></ul>
  54. 54. “ If we put our content online we’re just giving our expertise away for free! ” <ul><li>THE MYTHS </li></ul>
  55. 55. “ Social media might work for certain industries and business models but it won’t work for us . ” <ul><li>THE MYTHS </li></ul>
  56. 56. “ Tell the programmers to set up that social media thing….and get them to make it viral while they’re at it!” <ul><li>THE MYTHS </li></ul>
  57. 57. “ YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!” <ul><li>THE MYTHS </li></ul>
  58. 58. “ I’ve started a Facebook page so I’ve got social media covered !” <ul><li>THE MYTHS </li></ul>
  59. 59. “ If we just delete all negative comments no one will see them .” <ul><li>THE MYTHS </li></ul>
  60. 60. “ No seriously, I don’t think anyone will notice if we delete those negative comments.” <ul><li>THE MYTHS </li></ul>
  61. 61. “ If we build it they will come .” <ul><li>THE MYTHS </li></ul>
  62. 62. “ Social media is for kids .” <ul><li>THE MYTHS </li></ul>
  63. 63. “ We can’t measure social media results. ” <ul><li>THE MYTHS </li></ul>
  64. 64. “ We have to figure this all out before we start using social media.” <ul><li>THE MYTHS </li></ul>
  65. 65. “ Social Media is hard .” <ul><li>THE MYTHS </li></ul>
  66. 66. “ Social Media is easy .” <ul><li>THE MYTHS </li></ul>
  67. 67. 3 TAKE AWAY MESSAGES <ul><li>5 TAKE AWAY MESSAGES </li></ul>
  68. 68. <ul><li>Peer-to-peer discussions are more influential than the mass media </li></ul><ul><li>Participate by enabling and feeding the conversation (follow the 10 keys to success) </li></ul><ul><li>Be transparent & honest </li></ul><ul><li>3 TAKE AWAY MESSAGES </li></ul>