Not everybody should have contact with other. 5 Reasons You Should Avoid Social Media covers 5 postures that should be avoided through social media engagement. It serves as a great catalyst for conversation and helps organizations to rethink their potentially silo'd approach to social strategy.
2. Scott Eggert
@MarketSmall
Co-founder at ClickSpring (@ClickSpring)
A Sacramento based digital agency specializing in developing
and deploying social and digital communications campaigns.
Vice President and Director of Partnerships
Sacramento Chapter of the Social Media Club (@SMCSAC)
A club dedicated to elevating the conversation around the
professional use of social media throughout the Sacramento
Area
3. MY GOALS FOR THIS PRESENTATION
Learn something new about social media
Get Inspired to reconsider existing ideas about marketing
Ask a question about social media
Submit your questions during the presentation
@MarketSmall on Twitter
916-213-8995 via text
4. WHAT TO EXPECT DURING THIS PRESENTATION
Clarity about multiple uses for social media
Emerging trends and future technologies
An appreciation for the use of social media as a
transparent and collaborative communications platform.
5. #1. YOU THINK IT’S ALL ABOUT YOU
Is social media an effective marketing tool?
Why do customers connect with brands online?
- Information about your products
- Industry relevant resources
- May actually be excited about your brand or products
78 % of consumers that trust peer recommendations
14 % of consumers that trust advertising
What category should your messaging fall into?
6. #2. YOU ARE NOT A GOOD LISTENER
25% of search results for the top 20 brands
are to user generated content
Dell had a hands off approach to blogs as the phrase
“Dell Hell” and “Dell Sucks” became top brand search results
Who is listening online?
Whole Foods, Comcast, Dell, Constant Contact
App developers
7. #3. YOU’RE NOT SO BIG ON SALES
51 % of customer likely to purchase from a company they
connect with on Twitter
31 % more interested in companies that communicate
via Facebook
31 % more likely to follow a company that a friend is following
53 % more likely recommend a company after connecting
on Twitter
32 % of Twitter users that make product recommendations
54 % comment on Facebook regarding purchases
8. #4. YOU HATE CUSTOMER SUPPORT
How can social media be leveraged for customer service?
- Customers tweet companies directly
- Customers tweet about company or product categories
Learn from your listening campaign about what customers
are looking for, complaining about, or enjoying.
Let them know you are listening
9. #5. YOU DON’T PLAY WELL WITH OTHERS
Collaboration is increasingly one of the most important skills
required for success in the workplace as well as the marketplace
Crowdsourcing technologies are revolutionizing the speed
and accuracy at which things are accomplished
Where can you collaborate?
In House
Vendors
Market Partners
10. TO BE OR NOT TO BE?
Would you rather…
have no presence at all,
or have a presence that does more harm than good?
Neither is an option in 2011
11. EMERGING TRENDS
Everything is social
Reading
Watching TV
Public Speaking
Communications channels are being blurred; the
enterprise is coming to the consumer
IP Communications once reserved for large
Businesses are now in our homes
Unified messaging platforms are similarly now
becoming available to the general public
12. SO NOW YOU KNOW…
Social media is not a passing fad, just for fun, or waste of time
Social media is useful for more than marketing.
Sales
Marketing
Customer Support
Listening
Collaboration
13. QUESTIONS?
Scott Eggert
ClickSpring.co
@MarketSmall on Twitter
Scott@ClickSpring.co
Editor's Notes
CLICKLearn something new about social mediaCLICKGet Inspired to reconsider existing paradigms in your businessCLICKAsk a question about social mediaCLICKSubmit your questions during the presentation @MarketSmall on Twitter 916-213-8995 via textNEXT SLIDE
Clarity about other uses for social mediaIts not just Farmville and Mafia Wars or Charlie Sheen and Justin Bieber.CLICKClearer ideas about the emerging utility of social technologiesNot, what is the next Facebook, think how can my business be more like Facebook?CLICKAn appreciation for the use of social media as a transparent and collaborative communications platformI want you to begin to grasp social media as a platform for more than marketing or sharing photos with your mother. I’d like for you to dream about how it can help you conduct research, recruit employees, create with others, and engage in the lives of your customers in a whole new way.On to the TOP 5 REASONS YOU SHOULD AVOID SOCIAL MEDIA
You Think It’s All About YouDid you know that social media is a marketing tool? Duh?CLICKIt is, just not for the reasons that you thought… Social Media is a viral in that it can efficiently connect your brand to your customer base and then on to their personal networks. However… The top 3 reasons that people will connect with you online:CLICK -Information about your productsCLICK -Industry relevant resourcesCLICK -May actually be excited about your brand or products (your brand may reinforces a sense of community identity; religious affiliation, location, small group, ethnicity, taste, etc.) JUST DO NOT MISTAKE ALL OF THESE REASONS FOR THE LAST ONECLICK7814CLICK 78 % of consumers that trust peer recommendations% of consumers that trust advertisingYour presence in social media can earn you the right to participate in the lives of your customers and to provide you the opportunity to be better connected to their personal networks. CLICKWhat category should your message fall in to?
Listening campaigns
CLICK x7Their first year on Twitter (3 years ago) Dell reported sales of 4 million dollars directly as a result of their discount deals offered exclusively through Twitter. Over ½ of the sales were for other higher margin merchandise on Dell.com, not the deals that drove the traffic.
How can Social Media be leveraged for customer service?CLICKCustomers tweet companies directlyCLICK- Customers tweet about company or product categoriesWholefoods maintains accounts for:1 corporate account12 regional/ metro area accounts264 individual store accountsBut did you know about?3 topical accounts: Cheese, wine, and RecipesEven 1 for Nor Cal Moms – Women who work for WholeFoods and are also mothersCLICKLearn from your listening campaign about what customers are looking for, complaining about, or enjoying.NCCCA Only- Peer to peer support enabling high frequency issues to be dealt with by the customer community can be a powerful tool. Such customer support communities should be monitored and participated in by company customer support representatives. This can take place in space built by the company as well as in through active participation in online forums managed by others. Do not let your customer service issues fester in a vacuum. What we are talking about here is Customer Support POWERED by social technologies (not on social networks)
Collaboration is increasingly one of the most important skills required for success in the workplace as well as the marketplaceCLICKCrowdsourcing technologies are revolutionizing the speed and accuracy at which things are accomplishedWikipedia?CLICKWhere can you collaborate?CLICKInternal departments can produce better products or client satisfaction processesCLICKVendors can allow for proactive problem solving and cost controls throughout your supply chainCLICKCollaboration with - Market Partners can send a message to your customers that you are engaged with others in your industry or marketplace in order to create better solutions. You may also find that it connects to you other networks. NOT ON SLIDESocial technologies power the platforms for transparent and collaborative efforts that result in increased participation and revenues. They contribute to an open mindset that betters the organization as a whole while supporting the efforts and contributions of the individual.
Is it worse to have no presence at all, or to have a presence that does more harm than good?CLICKNeither is an option for businesses in 2011. You have to have a social media presence on a bare minimum of Twitter and Facebook. Your presence must be active. It doesn’t have to be super-strong or really large, but it has to be there. It must be maintained properly. Going without is a huge mistake. Doing it wrong can be even worse.
Everything is Social-Reading The Kindle app and device by Amazon and it’s competitors from Apple and Barnes and Noble will soon allow you to exchange notes from your reading. (you can already see the most often highlighted sections as you read) How would you like to hear what your friend was thinking as he/ she read a particular part of a book? What about the author? What about your favorite celebrity? The book club could become the next social network. - Watching TV Google TV, Apple TV, Boxee, and Roku are the current competitors in the web to TV race. Coming to a head soon will be who can create value for the TV watching experience. Beyond simply delivering content via the web, companies will begin innovating over how to socialize the TV viewing experience. - Learning Conferences, trade shows, classes, and seminars are all being delivered online. Even this presentation is a wifi connection away from being streamed live to the internet. What happens when the speaker can get immediate feedback or questions from viewers inside or outside of the room? What happens to the viewers retention of information once they have begun to questions, interact with, or share parts of a presentation? Communications Channels are being blurred; Enterprise level solutions are now being offered to home ownersFor Example: IP communications that emerged in the late 90’s are now installed in homes by AT&T, Comcast, and Vonage. What about a Magic Jack for $40 dollars including equipment for your first year? Skype allows families to communicate with soldiers at war overseas for virtually free.Unified messaging, also once reserved for the enterprise is not virtually free from Google Voice.Communications may begin with a Tweet, then a chat session or IM. Next an email or phone call and hopefully a resolution. CRM and customer service platforms need to continue to evolve to accommodate these complexities. Customers do not expect this to be their problem. They want to be able to contact companies in their time, at their convenience.
CLICKSocial media is not a passing fadCLICKSocial media is useful for more than marketingCLICK