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Social media 101 070612

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Social media 101 070612

  1. 1. Social MediaFuture proof interactionJune 2012
  2. 2. Setting the Scene• Digitisation of businesses – “Using technology to enhance business processes”• Social media – “Social media applications are internet-powered platforms that make it easy for people & organisations to interact with each other across a wide variety of social activities”
  3. 3. Business uses of social mediaMarketing 57%Internal collaboration & learning 39%Customer service 29%Sales 25%HR 21%Strategy 16%R&D 14%Other 31%
  4. 4. Usage drivers• Technological advancement of the web – Web 2.0 to Web 3.0 – HTML 5• Proliferation of feature & smart-phones• Lower broadband costs• Increased collaboration & co-creation• Lower inbound marketing costs
  5. 5. What TO do?
  6. 6. 4P’s to 6C’s: to define the client relationship Culture Credibility Collaboration client CRM Content Communication & Conversation
  7. 7. Digital Ecosystem – Picture of Success 1 Public Web Site 2 Blog 3 Image Gallery 4 Print & Multi-MediaPublish Content 5 Mobile 6 Twitter 7 Linked In 8 Industry StakeholdersListen & Engage
  8. 8. Twitter• 140 character micro blogging site – manage conversations either publicly or privately.• Share and discuss informationIt is an excellent tool to do proactive reputationmanagement and tracking• Ask for feedback• Monitor mentions, replies and direct messages
  9. 9. Network effect Followers Impressions Impressions Klout Followers Impressions Impressions Klout (5 Followers) (5 Followers) (5 Followers) (5 Followers)@mayaonmoney 1 906 9 530 47 650 38 @MichaelJordaan 15 343 76 715 383 575 59@2oceansvibe 18 720 93 600 468 000 58 @DJFreshSA 213 441 1 067 205 5 336 025 73@spimasterclass 191 955 4 775 34 @craigieboydbn 622 3 110 15 550 31Total networkreach 20 817 104 085 520 425 @spimasterclass 191 955 4 775 34 Total network reach 229 597 1 147 985 5 739 925
  10. 10. US Twitter users haver HIGHERINCOMES than general population 23%Monthly Twitter users 18+ 20% 20%Total Population 18+ 17% 15% 14%13% 11% 10% 8%>$100k $75k - $100k $50k - $75k $25k - $50k Under $25k
  11. 11. Twitter plays an ACTIVE role in purchasing decisions Learn about products/services 42%Provide opinions about products/services 41% Ask for opinions about products/services 31%Look for discounts/sales 28% “I use Twitter Purchase to..”” products/services 21% Seek customer support 19%
  12. 12. US Twitter users are MORE EDUCATED than the general population 33% Monthly Twitter users 18+ 30% Total Population 18+ 23% 23% 19% 17% 16% 13% 12% 8% Advanced Some Graduate 4-yr College 1-3 Yrs of High School/less Degree Credits College
  13. 13. 79% of US Twitter users are more likely to recommend brands they follow Not sure, 6% No, 15% Yes, for a few brands, Yes, 56% for a many brands, 23%
  14. 14. Parting comments
  15. 15. 10 Commandments• Focus on people not tech• Build conversations, not campaigns• Content is an enabler• Add value• Listen• Spread the word• Be prepared (Alert, Assess, Act)• Measure progress• Continual optimisation• Be in it for the long term (relationships take time to build)
  16. 16. Set objectives Rinse Monitor & repeat conversations Test& learn 8 Understand motivations Steps to success Strategise Identify how to approach add value Select platforms
  17. 17. Social MediaFuture proof interaction
  18. 18. marlin.sylvester@gmail.com@marlinecasMarlin Africa-Sylvestermarlin.africa-sylvester
  19. 19. Sources• http://wearesocial.sg/Monitor conversations• Chantel Botha (chantel.botha@sanlam.com)• http://HubSpot.com/

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