Engaging with people in social mediaWhy people do not want to Like you on Facebook, followyou on Twitter or read your blog...
What social media isn’t Another comms channel          An easy way to engage                 people                    A r...
What social media isSocial media is a set of tools that enable people to share stuff online.• There are many sites and net...
Let’s look at a case study                             www.freshnetworks.com                             www.freshnetworks...
Say hello to Mary                                        5                    www.freshnetworks.com
Mary has two children, and a husband                                                     6                                ...
And a busy life          Swimming lessons                             Visit grandma          Library books      Charlie’s ...
She keeps up with her friends on Facebook                Mary                       Mary                                  ...
Always uses Tripadvisor to plan holidays                                                      9                           ...
And trains with friends from Runner’s World                                                         10                    ...
Now say hello to Jack                                            11                        www.freshnetworks.com
Jack works for a large FMCG company                                                    12                                w...
And wants to sell more boxes of cereal                                                      13                            ...
To people like Mary                                          14                      www.freshnetworks.com
He sees a presentation about social media                                                      15                         ...
And has a great idea                                           16                       www.freshnetworks.com
He’ll get Mary to Like his brand on Facebook                                                          17                  ...
And follow his brand on Twitter                                                      18                                  w...
And read his brand’s blog                                                19                            www.freshnetworks.com
‘Cos then she’ll buy lots of cereal                                                          20                           ...
Which will make Jack happy (and rich!)                                                       21                           ...
Or will she…?                                    22                www.freshnetworks.com
The anwer is…        Swimming lessons                             Visit grandma        Library books        Charlie’s birt...
Because Mary has a busy life         Swimming lessons                              Visit grandma         Library books    ...
Uses Facebook just to keep up with friends               Mary                      Mary                                   ...
Really doesn’t care about Twitter                                                        26                               ...
And has no reason to follow Jack’s brand                                                      27                          ...
So Jack’s idea is not a great one                                                        28                               ...
What can we learn from this?                               www.freshnetworks.com                               www.freshne...
Social media is not just another channel                                                       30                         ...
People won’t just Like you on Facebook                                                     31                             ...
Or follow you on Twitter                                               32                           www.freshnetworks.com
Or read your blog                                        33                    www.freshnetworks.com
Because it’s not just about what Jack wants                                                          34                   ...
It’s equally about what Mary wants too.                                                       35                          ...
That’s itMatt RhodesDirector of StrategyFreshNetworks@FreshNetworksAll images courtesy of Shutterstock – www.shutterstock....
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Engaging with people in social media

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Why people do not want to Like you on Facebook, follow you on Twitter or read your blog.

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Engaging with people in social media

  1. 1. Engaging with people in social mediaWhy people do not want to Like you on Facebook, followyou on Twitter or read your blog.Matt Rhodes, Director of Strategy13th September 2011@FreshNetworks 1 www.freshnetworks.com
  2. 2. What social media isn’t Another comms channel An easy way to engage people A replacement for advertising A way to magically get people to do things for you 2 www.freshnetworks.com
  3. 3. What social media isSocial media is a set of tools that enable people to share stuff online.• There are many sites and networks that use social media tools.• People use tools depending on their motivations.• For a brand, choosing the right tools to engage with is paramount. 3 www.freshnetworks.com
  4. 4. Let’s look at a case study www.freshnetworks.com www.freshnetworks.com
  5. 5. Say hello to Mary 5 www.freshnetworks.com
  6. 6. Mary has two children, and a husband 6 www.freshnetworks.com
  7. 7. And a busy life Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 7 www.freshnetworks.com
  8. 8. She keeps up with her friends on Facebook Mary Mary 8 www.freshnetworks.com
  9. 9. Always uses Tripadvisor to plan holidays 9 www.freshnetworks.com
  10. 10. And trains with friends from Runner’s World 10 www.freshnetworks.com
  11. 11. Now say hello to Jack 11 www.freshnetworks.com
  12. 12. Jack works for a large FMCG company 12 www.freshnetworks.com
  13. 13. And wants to sell more boxes of cereal 13 www.freshnetworks.com
  14. 14. To people like Mary 14 www.freshnetworks.com
  15. 15. He sees a presentation about social media 15 www.freshnetworks.com
  16. 16. And has a great idea 16 www.freshnetworks.com
  17. 17. He’ll get Mary to Like his brand on Facebook 17 www.freshnetworks.com
  18. 18. And follow his brand on Twitter 18 www.freshnetworks.com
  19. 19. And read his brand’s blog 19 www.freshnetworks.com
  20. 20. ‘Cos then she’ll buy lots of cereal 20 www.freshnetworks.com
  21. 21. Which will make Jack happy (and rich!) 21 www.freshnetworks.com
  22. 22. Or will she…? 22 www.freshnetworks.com
  23. 23. The anwer is… Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 23 www.freshnetworks.com
  24. 24. Because Mary has a busy life Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 24 www.freshnetworks.com
  25. 25. Uses Facebook just to keep up with friends Mary Mary 25 www.freshnetworks.com
  26. 26. Really doesn’t care about Twitter 26 www.freshnetworks.com
  27. 27. And has no reason to follow Jack’s brand 27 www.freshnetworks.com
  28. 28. So Jack’s idea is not a great one 28 www.freshnetworks.com
  29. 29. What can we learn from this? www.freshnetworks.com www.freshnetworks.com
  30. 30. Social media is not just another channel 30 www.freshnetworks.com
  31. 31. People won’t just Like you on Facebook 31 www.freshnetworks.com
  32. 32. Or follow you on Twitter 32 www.freshnetworks.com
  33. 33. Or read your blog 33 www.freshnetworks.com
  34. 34. Because it’s not just about what Jack wants 34 www.freshnetworks.com
  35. 35. It’s equally about what Mary wants too. 35 www.freshnetworks.com
  36. 36. That’s itMatt RhodesDirector of StrategyFreshNetworks@FreshNetworksAll images courtesy of Shutterstock – www.shutterstock.com 36 © Copyright FreshNetworks 2011 www.freshnetworks.com

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