Super Show - Building Relationships Through Social Media


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Discover how to use, leverage and build your business through social media. Join Nicky Senyard, CEO at Income Access to learn how different forms of social media can help operators build relationships with affiliates, and help affiliates build relationships with players. She will also touch on how social media can help enhance transparency, increase brand awareness and develop personalities.

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Super Show - Building Relationships Through Social Media

  1. 1. Building Relationships through Social Media
  2. 2. Why is Social Media Part of the Innovation Showcase? <ul><li>Potential for real value, with little investment </li></ul><ul><li>Social media is garnering a lot of buzz </li></ul><ul><li>Social media remains largely untapped by operators and affiliates </li></ul>
  3. 3. What is Social Media? <ul><li>A communication vehicle that promotes interaction and dialogue </li></ul><ul><li>A medium that transforms people from content consumers into content producers </li></ul><ul><li>A feedback loop </li></ul><ul><li>An eliciting of conversation </li></ul><ul><li>Opinion sharing </li></ul>
  4. 4. What Makes Social Media Distinct? <ul><li>Some properties that make social media different include: </li></ul><ul><li>Reach </li></ul><ul><li>Convenience </li></ul><ul><li>Ease of Use </li></ul><ul><li>Immediacy </li></ul><ul><li>Permanence </li></ul><ul><li>Ability to inter-connect social media tools across different mediums </li></ul>
  5. 5. Forms of Social Media <ul><li>Blogs </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>develop personality: put forward views & philosophies </li></ul></ul></ul><ul><ul><ul><li>develop brand and authority </li></ul></ul></ul><ul><ul><ul><li>build relationship, trust </li></ul></ul></ul><ul><ul><ul><li>ability to communicate about product and services that cannot be traditionally explained </li></ul></ul></ul><ul><ul><ul><li>in web </li></ul></ul></ul>
  6. 6. Forms of Social Media <ul><li>Blogs </li></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>can be time consuming, especially for novice writers </li></ul></ul></ul><ul><ul><ul><li>communications can sound too much like a sales pitch </li></ul></ul></ul><ul><ul><ul><li>negative comments </li></ul></ul></ul><ul><ul><ul><ul><li>always respond/address negative comments, to minimize damage & secure relationship </li></ul></ul></ul></ul>
  7. 7. Forms of Social Media <ul><li>Forums (i.e. discussion board, message board) </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>popular medium for affiliates </li></ul></ul></ul><ul><ul><ul><li>ideal place to share industry expertise/knowledge </li></ul></ul></ul><ul><ul><ul><li>good source for increasing credibility </li></ul></ul></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>requires a high level of moderation; maintenance requires time investment </li></ul></ul></ul><ul><ul><ul><li>negative comments unfounded </li></ul></ul></ul>
  8. 8. Forms of Social Media <ul><li>Videos </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>popular medium </li></ul></ul></ul><ul><ul><ul><ul><li>as of October 2009, YouTube reached 1 billion views a day </li></ul></ul></ul></ul><ul><ul><ul><li>easy-to-view </li></ul></ul></ul><ul><ul><ul><li>control branding and marketing message </li></ul></ul></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>searchability of video not as sophisticated as written social media </li></ul></ul></ul><ul><ul><ul><li>can be a costly investment if you don’t have resources </li></ul></ul></ul><ul><ul><ul><ul><li>development, editing, hosting </li></ul></ul></ul></ul>
  9. 9. Forms of Social Media <ul><li>Twitter </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>immediate, convenient </li></ul></ul></ul><ul><ul><ul><li>quick snippets of information: micro-blogging </li></ul></ul></ul><ul><ul><ul><li>anyone can do it! </li></ul></ul></ul><ul><ul><ul><li>ideal for reaching target market with limited time </li></ul></ul></ul><ul><ul><ul><li>very compatible with mobile phones </li></ul></ul></ul><ul><ul><ul><li>live announcements from events, conferences </li></ul></ul></ul><ul><ul><ul><li>post to other great links of interest </li></ul></ul></ul><ul><ul><ul><li>Google and Microsoft inked a deal with Twitter, making tweets available in search engines’ real-time results </li></ul></ul></ul>
  10. 10. Forms of Social Media <ul><li>Twitter </li></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>flooding followers with too many tweets may have negative effect </li></ul></ul></ul><ul><ul><ul><ul><li>Must be careful balance: regular updates VS. over sending </li></ul></ul></ul></ul><ul><ul><ul><li>too short to be meaningful </li></ul></ul></ul><ul><ul><ul><li>moderating followers & following back </li></ul></ul></ul><ul><ul><ul><li>monitoring tweets about your brand made by followers </li></ul></ul></ul><ul><ul><ul><li>‘ Twitstorm’ of bad information: half-truths, rumours, hoaxes </li></ul></ul></ul><ul><ul><ul><ul><li>Haiti crisis: rumors spread that UPS was providing free shipping to Haiti and that American Airlines was flying doctors and nurses for free. These tall tales overshadowed bona fide relief efforts and caused PR nightmare. </li></ul></ul></ul></ul>
  11. 11. Forms of Social Media <ul><li>Facebook </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>huge number of users </li></ul></ul></ul><ul><ul><ul><li>multimedia </li></ul></ul></ul><ul><ul><ul><li>tight community </li></ul></ul></ul><ul><ul><ul><li>more personal </li></ul></ul></ul><ul><ul><ul><li>stronger relationship </li></ul></ul></ul><ul><ul><ul><li>identify and target potential affiliates and consumers based on profile </li></ul></ul></ul><ul><ul><ul><li>a business does not need thousands of FB fans to be successful; most have less than 500 </li></ul></ul></ul>
  12. 12. Forms of Social Media <ul><li>Facebook </li></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>how much of yourself do you expose? </li></ul></ul></ul><ul><ul><ul><li>although you don’t need thousands of fans, you do need some </li></ul></ul></ul><ul><ul><ul><ul><li>having no fans can reflect poorly on your brand </li></ul></ul></ul></ul>
  13. 13. Forms of Social Media <ul><li>LinkedIn </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>professional network </li></ul></ul></ul><ul><ul><ul><li>create new connections through initial contact </li></ul></ul></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>too many groups used to push agenda, without meaningful content </li></ul></ul></ul><ul><ul><ul><li>Spam </li></ul></ul></ul>
  14. 14. Forms of Social Media <ul><li>Picture sharing </li></ul><ul><ul><li>Pros: </li></ul></ul><ul><ul><ul><li>opportunity to get personal! </li></ul></ul></ul><ul><ul><li>Cons: </li></ul></ul><ul><ul><ul><li>possible manipulation of pictures </li></ul></ul></ul><ul><ul><ul><li>pictures out of context can be misinterpreted </li></ul></ul></ul>
  15. 15. What are the Advantages of Using Social Media? <ul><li>Part 1 : Building and developing relationships </li></ul><ul><li>Part 2 : Recruitment tool </li></ul><ul><li>Part 3 : Communication tool </li></ul><ul><li>Part 4 : Increasing brand awareness </li></ul><ul><li>Part 5 : Developing your personality </li></ul><ul><li>Part 6 : Increase transparency </li></ul>
  16. 16. Part 1: Building and Developing Relationships <ul><li>This is critical for relationship building between operators and affiliates </li></ul><ul><ul><li>Business tool </li></ul></ul><ul><ul><ul><li>ideal for distinguishing yourself in crowded market space </li></ul></ul></ul><ul><ul><ul><li>ideal for getting yourself seen and heard </li></ul></ul></ul><ul><ul><ul><li>build trust, and they will come </li></ul></ul></ul><ul><ul><ul><li>build advocacy: stronger when affiliate speaks about your program! </li></ul></ul></ul><ul><li>Once you’re developing new relationships, tell your affiliates to do the same! </li></ul><ul><ul><li>All the same benefits apply for the affiliate-player relationship </li></ul></ul><ul><li>Ideal form of social media : forums, Facebook, Twitter, blogs, video, photo sharing </li></ul>
  17. 17. Part 2: Recruitment Tool <ul><li>This can be used as a recruitment tool for operators to find affiliates </li></ul><ul><ul><li>Express your personality </li></ul></ul><ul><ul><li>Widen your reach </li></ul></ul><ul><ul><li>Make initial contact </li></ul></ul><ul><li>Once you’re developing new relationships, tell your affiliates to do the same! </li></ul><ul><ul><li>Reach new players </li></ul></ul><ul><li>Ideal form of social media: LinkedIn, Facebook, blogs </li></ul>
  18. 18. Part 3: Communication Tool <ul><li>Social media serves as an instant form of communication between you and your audience </li></ul><ul><ul><li>Talk about promotions </li></ul></ul><ul><ul><li>New marketing tools </li></ul></ul><ul><ul><li>New products </li></ul></ul><ul><ul><li>Events/gatherings </li></ul></ul><ul><ul><li>Industry news </li></ul></ul><ul><ul><li>Announcements </li></ul></ul><ul><li>Constant advertising/promoting will fall on deaf ears; engage, share—create a community! </li></ul><ul><li>Ideal form of social media: blogs, forums, Twitter, video </li></ul>
  19. 19. Part 4: Increasing Brand Awareness <ul><li>Create awareness of your brand </li></ul><ul><li>Communicate key messages </li></ul><ul><li>Use the feedback to develop your brand further </li></ul><ul><li>Ideal form of social media: blogs, videos </li></ul>
  20. 20. Part 5: Developing your Personality <ul><li>Using a personal blog to voice your opinion </li></ul><ul><ul><li>Add value, tell your readers something that they need to know </li></ul></ul><ul><ul><li>Develop trust; affiliates don’t trust companies, they trust people </li></ul></ul><ul><ul><li>Express yourself, have fun—but engage your audience at all costs! </li></ul></ul><ul><li>Ideal form of social media: blogs, forums, video, photo sharing, Facebook, Twitter </li></ul>
  21. 21. Part 6: Increase Transparency <ul><li>Transparency implies openness </li></ul><ul><li>Make information readily available </li></ul><ul><li>Avoid posts with hidden agendas </li></ul><ul><li>Be honest and straightforward </li></ul><ul><li>Ideal form of social media: blog, forum, videos, Twitter, Facebook </li></ul>
  22. 22. What are the Disadvantages of Using Social Media <ul><li>Lack of control </li></ul><ul><ul><li>Especially with damage control </li></ul></ul><ul><ul><li>Keeping track of all the comments made about your brand </li></ul></ul><ul><li>Abuse of brand via social media can result in loss of credibility </li></ul><ul><ul><li>Scammers, hackers </li></ul></ul><ul><li>Time consuming </li></ul><ul><ul><li>Keep regular updates </li></ul></ul><ul><ul><li>Respond to comments/feedback </li></ul></ul>
  23. 23. Demystifying Social Media <ul><li>Often we hear: “But social media is SO BIG; I just don’t know where to start!” </li></ul><ul><ul><li>If you’re dialoguing with clients, you’re using social media </li></ul></ul><ul><ul><li>If you’re answering questions/concerns, you’re using social media </li></ul></ul><ul><ul><li>If you’re asking for feedback, you’re using social media </li></ul></ul><ul><ul><li>If you’re chatting online, you’re using social media </li></ul></ul>
  24. 24. Educating Affiliates on the Benefits of Social Media <ul><li>Using social media as recruitment tool </li></ul><ul><li>Promoting Banner Manager </li></ul><ul><ul><li>Icons for social media, that are trackable </li></ul></ul><ul><li>Tracking social media efforts gives you more accurate ROI </li></ul>
  25. 25. Tracking & Measuring Social Media Results <ul><li>Using IA software to track variables, such as banners and text links </li></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>ROI </li></ul></ul><ul><li>Affiliate Sign-up Pages </li></ul><ul><ul><li>Where did you hear about us? </li></ul></ul><ul><ul><li>Identifies what’s working, what’s not </li></ul></ul><ul><li>Identifies which of your affiliates are most profitable </li></ul>
  26. 26. Conclusions <ul><li>Social media is a form of dialogue </li></ul><ul><li>Allows you to build your brand, your personality and trust value </li></ul><ul><li>Presents opportunity to build profile, recruit and expand business </li></ul><ul><li>Presents additional tool for affiliates to use to reach players </li></ul><ul><li>Results are highly trackable using IA software </li></ul><ul><li>People are more likely to trust a person, rather than a website/company </li></ul>