Introduction to effective social media marketing


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Presentation to the Chartered Institute of Marketing first delivered on 23 September 2009.

An Introduction to Social Media

  • Thank you Michael. I always try to show the useful but fun side of the web, the human dialogue and social potential. Some businesses do find that scary and / or frivolous but creative skills and thinking to get more sales is what it's all about.
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  • Although much of this stuff is new to me I found this to be a very helpful and encouraging presentation.
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  • The Internet. Social Technology… the tool, services and application availible. Social Media… the products and results derived from using Social Technology.
  • Business is always looking for ROI… return on investment. With Social Media and Social Technology it is important to consider ROE… return on engagement.
  • 'Social Media Evangelist' Christian Payne - a photographic journalist embraced social media technologies a number of years ago and has never looked back. Christian maintains and host blogs and podcasts with readers and listeners in over sixty countries. With a hand in social media, citizen journalism, professional photography and audio and video podcasting, his recent projects have included documenting the plight of Iraqi refugees for the United Nations; expanding the Open University's new media remit; and working alongside Reuters on groundbreaking projects with Gordon Brown and David Cameron.  Christian shows by doing, he helps organisations place themselves on the platforms and devices of their audience and get them engaging. Christian presents a compelling case for embracing social media in your working - as someone who has lived and breathed it.
  • Introduction to effective social media marketing

    1. 1. Marketing and the Internet Effective social media marketing #CIMchat Mobile Phones on Silent
    2. 2. Social Media <ul><li>Don’t add technology to the way you do things. </li></ul><ul><li>Change the way you do things when you know what the technology can do. </li></ul>
    3. 3. Business Benefits <ul><li>Cost effective web updates </li></ul><ul><li>Greater control of your web content </li></ul><ul><li>Boosted organic Goggle listings </li></ul><ul><li>Cost reduction on printed materials </li></ul><ul><li>Eco-friendly </li></ul>
    4. 4. Print on Demand ISSUU
    5. 5. What can it do? <ul><li>Greater access to your marketing materials </li></ul><ul><li>Greater reach for your marketing materials </li></ul><ul><li>Facilitates word of mouth sharing </li></ul><ul><li>Enables social sharing </li></ul><ul><li>Increase repeat business </li></ul>
    6. 6. What is it? Social Media Social Networking Web 2.0 Enterprise 2.0 Social Web 3D Web Rich Media
    7. 7. Social Media <ul><li>The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. </li></ul><ul><li>Social media can take many different forms, including text, images, audio, and video. </li></ul><ul><li>Popular social mediums include blogs, message boards, podcasts, wikis. </li></ul>
    8. 8. Web 2.0 <ul><li>Harnessing Collective Knowledge </li></ul><ul><li>Rich User Experience </li></ul><ul><li>More Channels of Communication </li></ul>
    9. 10. Social media in Plain English Common Craft
    10. 11. Resource Availability
    11. 12. The 7 Roads of Social Media <ul><li>Generate new leads? </li></ul><ul><li>Provide customer service? </li></ul><ul><li>Improve customer retention? </li></ul><ul><li>Increase your knowledge? </li></ul><ul><li>Align with your competitors? </li></ul><ul><li>Establish your authority as an expert? </li></ul><ul><li>Do business more productively? </li></ul>
    12. 13. Social Networking <ul><li>Generate new leads? </li></ul><ul><li>Establish your authority as an expert? </li></ul><ul><li>Do business more productively? </li></ul>
    13. 14. Facebook <ul><li>More than 40 million status updates each day </li></ul><ul><li>50% of our active users log on to Facebook in any given day </li></ul>Information from crunchbase Official statistic from Facebook
    14. 15. Facebook <ul><li>Status Updates </li></ul><ul><li>Groups </li></ul><ul><li>Fan Pages </li></ul><ul><li>Forum discussions </li></ul><ul><li>Notice Boards / Wall </li></ul><ul><li>Digi gifts </li></ul><ul><li>RSS Feeds </li></ul><ul><li>PPC targeted advertising </li></ul><ul><li>Video </li></ul>
    15. 16. Facebook Groups 6 Scotland Arts Groups – Nov 2008 1,623 members 1141 1119 140 414 193 532 August 2009 3,539 members
    16. 17. Niche Targeting <ul><li>Creative Industries and converging technologies </li></ul><ul><li>Facebook group created </li></ul><ul><li>11 Facebook groups targeted </li></ul><ul><li>2008 Facebook potential audience – 63,385 </li></ul><ul><li>2009 Facebook potential audience – 208,573 </li></ul> Shift Happens
    17. 18. Global Business Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time. Nielsen report “ Global Faces and Networked Places .”
    18. 19. The current buzz <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Delicious </li></ul><ul><li>Digg </li></ul><ul><li>Linkedin </li></ul><ul><li>Flickr </li></ul>Image Draw the Line
    19. 20. What makes you different? Identity Brand Personality Product Philosophy Ethics
    20. 21. Digital Footprint <ul><li>Web Site/Blog </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>12 seconds </li></ul><ul><li>Qik </li></ul><ul><li>Freindfeed </li></ul><ul><li>Vimeo </li></ul><ul><li> </li></ul><ul><li>Audioboo </li></ul>
    21. 22. Digital Footprint <ul><li>I am a social media mongrel, creating content in all flavours. Between taking photographs, shooting video and blogging. I am often found consulting anyone brave enough to enter this fast flowing new media world. </li></ul><ul><li>I am based in the UK but will travel anywhere. You can follow me on Twitter at: </li></ul><ul><li>And my website is </li></ul>
    22. 23. <ul><li>Arrive </li></ul><ul><li>Listen </li></ul><ul><li>Ask </li></ul><ul><li>Provide </li></ul><ul><li>Advise </li></ul>The 5 steps
    23. 24. Be curious
    24. 25. Making it Work <ul><li>Make the web part of your process. </li></ul><ul><li>Schedule social media time </li></ul><ul><li>Start small. </li></ul><ul><li>Pick your platforms. </li></ul>
    25. 26. All roads lead home Audience Agents Clients Funders, Investors Customers Stakeholders Staff, Team, Employees Suppliers Press
    26. 27. Resource Availability
    27. 28. Questions
    28. 29. Online Tools & Services
    29. 30. Voice to Text
    30. 31. Mobile Media
    31. 32. Stay Connected 3G smart phone JOIKUSPOT premium Notebook PC or Mac
    32. 33. Old Media meets New Media <ul><li>QR codes </li></ul>QR code to QR code to… Equity's New Media booklet Where to start creating your own QR codes message
    33. 34. Contact me