Social Media For Business
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Social Media For Business - Presented by Hannah to the The Product Development and Management Association of NY and NJ Nov. 16, 2011 hannahredmond.com
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Social Media For Business
- 1. social media for business in a social world Hannah Redmond
- 2. “We now generate as much information every two days as was generated from the beginning of time to 2003.” -Eric Schmidt, Chairman, Google
- 3. Tonight • Introduction: Social Media Why you should care & what you need to know • Social Media through a business lens What you need to do & who is doing it best • Challenges And how to overcome them • Q&A
- 4. What is social media? “Social media is today’s most transparent, engaging and interactive form of communication. It combines the true grit of real time content with the beauty of authentic peer-to-peer communication.” -Lisa Buyer, The Buyer Group
- 5. It’s about sharing more than what you ate for lunch.
- 6. Social Media Landscape “Mega Spaces” • Facebook • Twitter • YouTube • Foursquare “Niche Spaces” • Google + • Q&A sites • Forums • Blogs
- 7. Social media through a business lens • User generated content • Decision engine • 78% trust online reviews before buying a product* *Nielson survey 2010
- 9. Why you should care • Marketing • Customer Service • Communications/Public Relations • Market Research
- 10. Marketing • Helps SEO • New opportunities to place marketing messages • Build brand loyalty • Continue the momentum of your offline branding
- 12. Marketing • Helps SEO • New opportunities to place marketing messages • Build brand loyalty • Continue the momentum of your offline branding
- 14. Marketing • Helps SEO • New opportunities to place marketing messages • Build brand loyalty • Continue the momentum of your offline branding
- 18. Marketing • Helps SEO • New opportunities to place marketing messages • Build brand loyalty • Continue the momentum of your offline branding
- 19. • 2700% increase in Twitter followers • 800% increase in Facebook fan page visits • 60% increase in Facebook fans • 300% increase in traffic to brand website • YouTube subscribers more than doubled • Body wash sales more than doubled @replies included: Starbucks, Ellen, Gillette
- 20. Marketing: What to do? 1. Look at what your competitors are doing 2. Identify your influencers 3. Build an engaging brand presence with good content 4. Make people come back for more
- 21. Customer Service • 96% of dissatisfied customers don’t complain. Of those, 63% won’t buy from you again.* • Unparalleled customer service opportunity * Strategic Planning Institute, 2010
- 24. Customer Service: What to do? 1. Be reactive and proactive 2. Centralize communication and don’t fear negativity 3. Only open channels you can really manage 4. Be open, transparent, authentic
- 25. Communications/PR • More ways to communicate a message • News, media coverage, press releases have bigger reach • Allows for real-time monitoring & response for a crisis
- 26. • 43,600 site visits from 100+ countries • 660,000+ Twitter characters contributed • Fair Trade messages tweeted out to more than 12M • Mentions in 1,000+ blogs
- 28. Communications/PR: What to do? 1. Use a consistent voice 2. Re-purpose product news content for online 3. Start conversations but also join existing ones 4. Push and pull. It’s 2-way communication.
- 29. Market Research • Problems & opportunities in the market are now easier to find • Non-intrusive • Listening tools + search provide key information
- 31. Market Research: What to do? 1. Use listening tools to monitor your product/brand 2. Track what’s trending/popular in your industry to be first in a space 3. Find out what key influencers are saying
- 32. A comment on ethics • Being transparent, open, and honest is key • Not only is unethical, but can create a PR mess
- 33. Challenges in implementation People, Knowledge, Culture, Budget. What industry are you in?
- 34. Key Takeaways • Social Media is part of overall business strategy • Learn first, execute second • Watch your competitors • Content & audience is key • Results can be measured • Be authentic & transparent
- 35. More information Blogs: Twitter: mashable.com @mashable socialmediaexaminer.com @scottmonty larrywblog.com @copyblogger businessesgrow.com @Cksays heidicohen.com @techcrunch womma.org @heidicohen Books: Socialnomics The Tao of Twitter
- 36. Thank you
Editor's Notes
- > Technorati, Vocus, Radian6, Google Alerts, Meltwater
- People. Figuring out who can do this for you can be both confusing and daunting. Knowledge. This stuff changes all the time. You just learned Facebook and then Twitter came along. Now there is Foursquare and Groupon. What's next? How can anyone keep up with it and know which new tool is right for them? Culture. Is your company even open to the transparency, honesty, and sharing components that are core to social media? Budget. What should this cost? Where am I going to get the money?