Social media: In Context for business


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  • Some of you may already be using social media in your business, and some of you still might be wondering if it really is relevant. We’re going to have a quick look today at just what social media is in the business context, some up-to-date statistics which highlight their popularity amongst individuals, the pros and cons. We’ve got some case studies to share with you too.
  • Back to basics for a minute. Even if you’re already using social media, it’s useful to remind ourselves of some of the key features of “social networking”.
  • First of all, let’s look at the latest membership and user figures for some of these networks.
  • A quick word on Google +. It’s the newest high profile social network, but not yet ready for business users. It is expected that it will launch its business platform soon and that this could potentially give LinkedIn a run for its money. This is what Google says…
  • Compare
  • A few other interesting facts…
  • Note younger generation.
  • And finally, just look at how popularFacebook is a website.
  • Despite the growth across all demographics, some profiles are not using social media heavily, older age groups for example and B2B – other businesses not use dto using social media in the workplace as a business tool. Ask yourself the question – where are my customers and will they be using any of these?
  • It might be free but your time is more precious. A plan is good and beware the enthusiastic start only for your Facbook Page activity to dry up or your Twitter feed to stop dead. It’s not good for your business image if people come to look and see the last update was a year ago.
  • If you have a small budget and need results quickly, email marketing, online advertising and other marketing campaigns are quicker and easier to measure in terms of financial return. As yourself if it’s the best use of your resources.
  • Trusting employees, not ready to open up to or deal with criticism, employees not ready to be brand advocates. It’s 2 way and should not be used to broadcast without the expectation of response and engagement.
  • Give example
  • Some of you may already be using social media in your business, and some of you still might be wondering if it really is relevant. We’re going to have a quick look today at just what social media is in the business context, some up-to-date statistics which highlight their popularity amongst individuals, the pros and cons. We’ve got some case studies to share with you too.
  • Social media: In Context for business

    1. 1. Social Media<br />In context for business<br />Karen McNulty<br />14th September 2011<br />
    2. 2. What is “social media”?<br />Websites with user generated content:<br />Discussion boards<br />Tools for customers to upload photos, videos, reviews<br />News, status updates<br />Usually FREE<br />
    3. 3. Social media for business<br />Forums<br />Podcasts<br />Blogs<br />?<br />
    4. 4. How popular are they?<br />Twitter - 200 million users worldwide<br />Facebook - 750 million active users worldwide<br />LinkedIn - 120 million users worldwide<br />YouTube has more than 300 billion views a day<br />Google + already has 20 million users<br />
    5. 5. "Right now we're very much focused on optimising for the consumer experience, but we have a great team of engineers building a similarly optimised business experience for Google+," <br />Google's product manager, Christian Oestlien July 2011<br />
    6. 6.
    7. 7. Aren’t these for young people?<br />Over 40% of 55+ social networkers have been registered on the sites for less than two years<br />28% of Facebook users are over 55.<br />
    8. 8. Where do consumers get information?<br />
    9. 9. What is social media good for?<br />
    10. 10.
    11. 11. Facebook  is  the  second  most  visited  website  in  the  UK  after  Google,  accounting  for  6.89%  of  all  visits  from  UK  internet  users  in  September 2010.<br />
    12. 12. Reasons to use social media<br />
    13. 13. 1. Low cost<br />
    14. 14. 2. Raise your profile with thought leadership and knowledge sharing<br />
    15. 15.
    16. 16. 3. Improve relationships with your target audience<br />
    17. 17.
    18. 18. 4. Bring more traffic to your website<br />
    19. 19. 5.Monitor and enhance your brand<br />
    20. 20. 6. Research<br />
    21. 21. Reasons not to use social media<br />
    22. 22. 1. Your customers are not using it<br />
    23. 23. 2. You don’t have the time or resources to manage social media<br />“45% of business using social media do not have social media guidelines”<br />Econsultancy Survey 2010<br />
    24. 24. Negative feedback<br /><br />
    25. 25. 3. It doesn’t give you the ROI that other marketing activity will<br />
    26. 26. 4. Your business culture does not lend itself to social marketing<br />
    27. 27. Other potential pitfalls<br />Content<br />Comments<br />Customer service<br />Spamming<br />Social crisis management<br />Time<br />
    28. 28. Case Study – good practice<br />
    29. 29.
    30. 30. Social media success<br />Wiggly Wigglers have built their business on social media<br />Blog – Used to share gardening tips, events, interesting content and offers, this rural store is very active on its blog.<br />Podcasts – Stay tuned to the Wiggly team every Monday on the Wiggly podcast!<br />
    31. 31. “With thousands of listeners from all around the world, and over fifty 5-star reviews on iTunes, it seems that our audience enjoys listening to the shows as much as we enjoy making them. Join us every Monday as we cover the environment, wildlife, gardening, farming, biodiversity and the things we can all do to make a difference.”<br />
    32. 32. Facebook Group – The Wiggly Facebook group now has over 2000 members.<br />Twitter – Heather tweets really often on Twitter about latest offers, free stuff and tips.<br />The Wiggly Cinema The Wiggly Cinema is filled with high quality videos about everything gardening with videos on their YouTube channel as well.<br />
    33. 33.
    34. 34. 3843 followers<br />1890 followers<br />
    35. 35.
    36. 36. Case study – bad practice<br />
    37. 37.
    38. 38.
    39. 39. Habitat<br />
    40. 40.
    41. 41. Karen Dykes<br />Recruitment Partner, Anne Corder Recruitment <br />
    42. 42. Our website <br /><br />
    43. 43. Engagement through our website<br /><ul><li>E-newsletters
    44. 44. Blogs
    45. 45. RSS
    46. 46. Podcasting </li></li></ul><li>Analytics – know your customers<br />in the past 12 months <br /><ul><li> 48,261 total visits
    47. 47. 24,194 absolute unique visits
    48. 48. 2 minutes 28 seconds average time on site
    49. 49. 5.67 pages viewed per visit </li></li></ul><li>Aim to increase website traffic<br /><ul><li> Improve website ranking
    50. 50. Regular content updates </li></li></ul><li><br />Launched April 2009<br />Engaging with job seekers <br /><ul><li> 690 tweets
    51. 51. 218 followers </li></li></ul><li><br />Launched December 2009<br />Engaging with business contacts<br /><ul><li> 381 connections across the ACR team of 11 Linked-In users
    52. 52. 41 followers </li></li></ul><li>Linked-In Groups <br />
    53. 53.<br />Launched January 2009<br />In the past 12 months <br /><ul><li> Average 2 blog posts per month
    54. 54. 593 absolute unique visitors
    55. 55. Average time on page: 34 sec </li></li></ul><li><br />Launched March 2010<br />To interact primarily with job seekers <br /><ul><li> 47 people ‘like’
    56. 56. Articles posted attract up to 300 impressions</li></li></ul><li>Cost<br />Social Media<br />v <br />Traditional Print Advertising <br />
    57. 57. Time<br /><ul><li>Initial set up
    58. 58. Maintenance
    59. 59. Training
    60. 60. Research
    61. 61. Ideas
    62. 62. ACR team engagement</li></li></ul><li>Return on Investment<br /><ul><li>Clients
    63. 63. Competitors
    64. 64. Can you afford not to?</li></li></ul><li>Measuring ROI for Social Media<br />
    65. 65. What are your objectives?<br />
    66. 66. Raise awareness<br />Engage with customers<br />Research<br />Sales<br />Visits to website…<br />
    67. 67. Measurement in Twitter<br />
    68. 68. Measurement in Facebook<br />
    69. 69. Search<br />
    70. 70. Other Tracking<br />Addtothis and addtoany<br />URL Shorteners<br />Google Analytics<br />Tagging URLs<br /><br />
    71. 71.
    72. 72.
    73. 73. Driving people to your social activity<br />Via your website<br />Business cards, stationery<br />Email signatures<br />QR codes<br />
    74. 74.
    75. 75. What are Q R Codes?<br />
    76. 76.<br />
    77. 77. QR codes are measurable too<br />Most social media provide analytics for free<br />You decide what to measure and select the tools to suit your objectives.<br />
    78. 78. Social Media<br />In context for business<br />Karen McNulty<br />14th September 2011<br />