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Why Social media? Engaging with customers through social media

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Slides cover how to engage with customers online looking at how social media as a channel allows businesses to talk to customers in a more personalised way.

Looks at current examples of businesses using social media to add value to their brand and customer experience online, the way social media is impacting the way we communicate to customers.

Also looks at the implications of social media for online PR.

Published in: Technology, Business
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Why Social media? Engaging with customers through social media

  1. 1. Why social media?
  2. 2. We now live
  3. 3. “Buzz” word of 2009
  4. 4. A fundamental chang e in the way we communicate
  5. 5. We are social animals after all
  6. 6. to ed te lv vo nica E u om m c
  7. 7. “The re are 1 .5 million busines s searc hes daily on Yo uTube” Starbucks coffee
  8. 8. “2nd most visited destination for business searches, behind Googl e” Google.Google, Forbes, BtoB, June 2009, June 2009
  9. 9. Over 350 million users on Facebook
  10. 10. “If Fa cebook were a t would be the c ountry i worl d’s 4th largest”
  11. 11. 15 million active user accounts on Twitter Twitterrati.com 2010
  12. 12. Even the Dalai Lama is on Twitter
  13. 13. “Dell made $3 million (£1,822,716) on Twitter in 18 months”
  14. 14. 50 million users on LinkedIn
  15. 15. 80% of companies usin LinkedIn as their primar g y tool to find employees
  16. 16. Social media has over t porn as the No.1 activit aken y on the web
  17. 17. “Over 70% of brands w social media presence ith fail to publicise this on their website” Dotcommerce report 2010
  18. 18. Mashable.com 2010- University of Maryland’s Smith School of Business report on small businesses using Social media
  19. 19. Conversation
  20. 20. In an online communication there are no trust markers; body language, voice
  21. 21. Responsiveness is key for Digital communication
  22. 22. Trust is important
  23. 23. As a brand it’s easy to be the 5 0 year old in a night club Flickr photo credit: *saxon*
  24. 24. Mobile media means we are connected all the time
  25. 25. Why do brands use social media? •Engagement with consumers on a non- marketing level • Build a community • Build brand awareness & loyalty • Offer services and knowledge • Customer feedback - measure, assess, evaluate
  26. 26. ‣Establish ways to lead online discussions about your key topics ‣Involve customers by asking for their feedback, advice and ideas
  27. 27. “If you don’t like what’s being said, change the conversation” Don Draper - Mad Men
  28. 28. Social media campaign •Involve •Create •Discuss •Promote •Measure
  29. 29. Defining the “R” in ROI for Social media
  30. 30. Defining “R” •Return on Engagement •Return on Participation •Return on Involvement •Return on Attention •Return on Trust
  31. 31. Important to have a success metric before you begin
  32. 32. Without some sort of benchmark, it’s impossible to determine your ROI
  33. 33. Success Metrics (KPIs) •Corporate reputation •Conversations •Site conversions •Customer relationships •Inbound links •Website traffic
  34. 34. Qualitative
  35. 35. Qualitative • Are we currently part of conversations about our product/ service/industry? •How are we currently talked about compared to our competitors? •Build better relationships with key audiences? • Participate in conversations where we hadn’t previously had a voice? • Move from a running monologue to a meaningful dialogue with customers?
  36. 36. Quantitative
  37. 37. Google analytics •Create a segmentation of social traffic •Look at each site individually •Compare increase in social visitors to other online marketing campaigns e.g. PPC •Monitor site goals for social visitors and their behaviour
  38. 38. Brands using social media successfully
  39. 39. The comparethemeerkat campaign is a great example of customer engagement which has seen the site double the number of daily visitors according to Google Trends
  40. 40. • 36,048 Twitter followers • 705,766 Facebook fans • 80% increase in quotes • Cost per acquisition reduced by 73% • comparethemarket.com traffic increase of 100% “Simples”
  41. 41. Content is Not King (Not by itself)
  42. 42. “Buildin g quality content arketing ) is like without (m king Will iam Shak espeare loc rite for h imself” in a room to w xpert Michael Gray, SEO e wolf-howl.com
  43. 43. Are you ready to handle Possible Negative Backlash?
  44. 44. It’s ok to Lose Control
  45. 45. How do you monitor the conversation?
  46. 46. Free tools
  47. 47. socialmention.com
  48. 48. howsociable.com
  49. 49. tweetcloud.com
  50. 50. tweetfeel.com
  51. 51. Twitter search search.twitter.com
  52. 52. Free tools Google Alerts google.com/alerts Technorati technorati.com
  53. 53. Paid tools
  54. 54. Paid tools Radian 6 radian6.com Socialradar socialradar.com
  55. 55. Social PR 1.Elevate the message 2.Inform not persuade 3.Write with balance 4.Include traditional and new media 5.Be informative 6.Provide resources 7.Use available social media to open-up dialogue 8.Listen 9.Converse 10.Learn
  56. 56. PR Newswire Social media metrics: http://www.prnewswire.com Allows PR professionals to monitor, analyse and measure the impact of what is being said about an organisation, brand or spokesperson
  57. 57. PR should embrace social media NOT “hijack it”
  58. 58. You Must Be Willing to Dedicate Time & Energy
  59. 59. Illiya Vjestica kungfudigital www.linkedin.com/in/illiyavjestica www.kungfudigital.co.uk kungfudigtial.posterous.com

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