Social media the must-have accessory - presentation to stia conference final v2
Social Media…the ‘must-have’ accessory?Paula Mc Nulty27 October 2011
Social Media – what does it mean?Social Media refers to the use of web-based and mobiletechnologies to turn communication into an interactivedialogue.It is:• social interaction• enabled by accessible and scalable communication techniques• a change in the way we communicate• about sharing opinions, insights, experiences, and perspectives with each other
technology allows people immediate access to highly engaging information and to connect socially 24 hours 200 million of video tweets uploaded delivered daily to YouTube each minute implication: 750 million The need to active deliver engagingFacebook users information and to (250 million via connect socially with mobile) audiences to match audience behavior and expectations.
90% PERCENTAGE OF PEOPLE WHO REGARD WORD-OF-MOUTH ASTHE BEST SOURCE OF IDEAS AND INFORMATION ABOUT PRODUCTS AND SERVICES
control credibilityweb 1.0 web 2.0company audiences
The Landscape is ChangingTraditional Media Digital Media• Media provided a mostly • We can engage - and interact - with one-way “channel” to audiences our audience directly• Journalists use bylines and have a • “Netizens” can be anonymous and degree of accountability (slander, there is virtually no recourse libel laws apply) • Drive our content to desirable• Drive desirable eyeballs to our eyeballs in “communities” such as forum (corporate website) blogs, Facebook, YouTube etc• Media influence audiences / • Consumers influence media: consumers; you didn’t typically camera phones, video cams are know about it until you “heard it often the first “on the scene” on the news” • Fairly ambiguous rules of• Relatively clear rules of engagement and sometimes engagement and conduct unclear codes of conduct (“pitches” (pitch/place, validate stories with frowned upon, highly opinion- three sources, etc.) based content) 7
people want their relationships withorganizations to mirror their personalrelationships – personal, accessible,empathetic and responsible
news media responds to this realityby producing and sharing stories inmultiple mediums. implication: This creates the need for companies to use a variety of ways – video, audio, text, graphics and photos – to match media expectations.
content advocacy retention economiesYour business is full word of mouth people absorb by resonating withof compelling stories, establishes company’s information in a a wider yet moreand traditional and point-of-view more variety of ways, targeted audiencesocial media effectively than and stories should on their preferredhave an appetite any other com- be told with channels, andfor them. But munication vehicle. variation. This activating advocates toremember content Advocacy is driven improves overall further distribute thedistribution, by word of mouth retention and story, economies aresyndication and when relevant willingness to realised – storiesconversation and shareable content share information, work harder forare at your disposal. lives in multiple particularly told by their investment. destinations and a trusted voice. formats.
So how do you do it...and do it well? Think strategically!
Are we providingthe media with Do we need help tovideo, images and produce a variety ofgraphics to tell our our own stories,stories – could we? formats andShould we? destinations to become moreAre we inline with “social” – inline withthe new way media the expectations ofproduce and people our audiences?absorb information?
a communications strategy thatfits your business, your needs and helps youexcel in today’s diverse content and conversation-driven media environment
So in essence...You need to identify what stories can be told in whichformats and where you can drive those stories.You can become your own media outlet, publishing yourown stories on your own channels, as well as share yournews with more traditional media in a manner moreconsistent with how news is produced and absorbedtoday.It is about “Content Fusion” - a new wayof approaching media relations.
Assets There to be used & created Stories Conversations e.g. News Create multiple Knowledge History Resources Destinations e.g. TV/Radio Online/website ? Formats e.g. Photo ImageMagazine, Newspaper Social media Video Apps Audio Vehicles e.g. Tweet News release FB/Blog post
Different approaches and always a solution... • What does your business need? • Who is best placed to manage it? • Do we need external help to get started? • What technology is available to make it“Nobody can go back and start a easier?new beginning, but anyone canstart today and make a new • Are my competitorsending.” doing it?Maria Robinson
The facts speak for themselves...Using social media brings:• 77% more site traffic• 56% higher conversion rates• 42% higher average order value (emarketer)and:• 91% of Europeans use internet to research a purchase or buy a new product (marketinggum)• 51% of Facebook and 67% of Twitter brand followers claim they are more likely to purchase that brand• 24% of consumers start a purchase search on a brand’s website - 76% start them online in search and social media• 70% of users say reviews and commentary on social media make them more confident in purchase (Comscore)
Social Media…the ‘must-have’ accessory ? ! Questions?
Contact Details:Paula Mc NultyAssociate DirectorWeber Shandwick9 Lynedoch CrescentGlasgowG3 6EQ www.facebook.com/paulamcnulty www.twitter.com/mcnult (@mcnult) www.linkedin.com/in/paulamcnultyPresentation slides available at: www.slideshare.net/paulamcnulty