YPN Social Media Presentation - PowerPoint


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YPN Social Media Presentation - PowerPoint

  1. 1. Social Media<br />
  2. 2. Phil Gutteridge<br />SASI Marketing Group<br />Marketing Consultant<br />Online Marketing – Last 5 Years<br />@philgutteridge<br />
  3. 3. Socialnomics Video<br />
  4. 4. What is social media?<br />Social is the ability to share information quickly and easily within your personal and / or professional network.<br />In short ... being connected.<br />A social network has always existed, but the way in which it connects has changed dramatically.<br />
  5. 5. What is social media?<br />Networks can be defined by howyou know the people in the group. <br />This can be family, friends, work colleagues, customers, clubs / organisations, etc.<br />
  6. 6. What is social media?<br />Media is the content that is being shared.<br />Is your content worth sharing? Is your content remarkable?<br />Content isn’t just words – it can be photos, video, webinars, etc.<br />
  7. 7. What is social media?<br />If your content is of value to your target audience, people will be willing to share this information with others.<br />Within all your marketing efforts, empower your customers to promote your business for you.<br />
  8. 8. What is social media?<br />Understand the behaviour, not the technology.<br />Technology just sped the process up.<br />
  9. 9. Where are your manners?<br />Social media policy.Purpose and scope.<br />The rules of engagement.<br />Celebrate the good, accept the bad, but won’t tolerate the ugly.<br />
  10. 10. A frame of reference<br />Social media strategy.What are your objectives?<br />What platforms are to be used?<br />How will your efforts be measured?<br />What is the tactical approach?<br />What is the implementation and timeframe?<br />
  11. 11. Tools<br />What is assumed to be social media ...<br />But don’t forget ...<br />More than 300 others<br />
  12. 12. Source: http://www.socialnomics.net/2011/08/15/social-network-adoption-infographic/<br />
  13. 13.
  14. 14. Facebook<br />Facebook has over 750 million users worldwide<br />250 million access Facebook through a mobile device<br />50% of active users log on to Facebookevery day<br />In Australia over 9 million people over the age of 18 <br />Roughly 40% of our population<br />Over 33% of women 18 - 34 check Facebookwhen they first wake up<br />
  15. 15. It’s mainstream<br />Mainstream media:<br /><ul><li>Live to Air Programming
  16. 16. Commercial Advertising</li></ul>We don’t want you to go to our website,connect with us through Facebook instead<br />
  17. 17.
  18. 18. Zero Moment of Truth<br />Huh?<br />FMOT > First moment ... The 7 seconds prior to making a purchase decision.<br />SMOT > Second moment ... When back home, did the purchase deliver the promise – yes or no.<br />
  19. 19. Zero Moment of Truth<br />
  20. 20. Zero Moment of Truth<br />
  21. 21. Zero Moment of Truth<br />The buying decision journey has changed.<br />What was once a message is now a conversation.<br />Word of mouth is stronger than ever.<br />No MOT is too small.<br />The MOTs are meeting.<br />
  22. 22. Content within context<br />Our approach:<br />Goals (Setting the Benchmarks)<br />Strategy (Target Market / Value Proposition)<br />Tactics (Design, Communicate and Deliver Value)<br />Implementation – Paid vs Owned vs Earned Media<br />Performance Evaluation<br />ROI Analysis<br />
  23. 23. Where does social media fit?<br />Four key metrics that any business measures:<br /><ul><li>Traffic
  24. 24. Leads
  25. 25. Sales
  26. 26. Repat Sales</li></li></ul><li>Where does social media fit?<br />
  27. 27. What are some of the rules?<br />Research the conversations<br />Listen, don't just "hear"<br />Be real and transparent<br />Give them what they want and what they need<br />Don't just count followers, count the engagement<br />Acknowledge the experiences<br />
  28. 28. 5 ways to ensure you never get hired<br />1. Digital Dirt<br />You may have “digital dirt” lying all over the internet.<br />Things like self-incriminating photos, discussions of your drug-induced night out, etc.<br />Make the dirt as dirty as possible, soiling all the major networks – Facebook, Twitter, YouTube.<br />
  29. 29. 5 ways to ensure you never get hired<br />2. Terrible Troll<br />Be sure to troll your social networks as much as possible – leaving as many annoying and pointless comments as possible on blogs, Twitter, etc. <br />Don’t forget to swear as much as possible.<br />
  30. 30. 5 ways to ensure you never get hired<br />3. Big Mouth<br />Talk about your previous employers in a negative light. <br />Talk about how much you hated your last job and how your boss was a “powermonger” and a poor excuse for a manager. If you really want to go all out, bring to light confidential information about your previous employers.<br />
  31. 31. 5 ways to ensure you never get hired<br />4. Copious contacts and comments<br />Add as many sketchy “people” to your networks as possible and solicit strange comments from them. <br />It’s especially good if all your “friends” post filthy content on your Facebook wall.<br />
  32. 32. 5 ways to ensure you never get hired<br />5. Positively Negative<br />Keep everything negative.<br />Don’t post anything positive – including your achievements, awards, education and skills.<br />Source: http://www.prdaily.com/Main/Articles/9184.aspx<br />
  33. 33. What employers are finding from profiles<br />Positive:<br />18% of employers found content on social sites that influenced them to hire a candidate.<br />Negative:<br />35% of employers found content on social sites that caused them to NOT hire a candidate.<br />
  34. 34. What employers are finding from profiles<br />Positive:<br />50% - A good feel for the candidate’s personality<br />39% - Truth about candidate’s professional qualifications<br />38% - Creativity<br />35% - Communication skills<br />15% - Awards and accolades received<br />
  35. 35. What employers are finding from profiles<br />Negative:<br />53% - Provocative / inappropriate photos or information<br />44% - Content about them drinking alcohol or drugs<br />35% - Bad mouthing previous employers or clients<br />29% - Poor communication skills<br />24% - Lies about qualifications<br />
  36. 36. Thanks<br />Downloads<br />This presentation:<br />www.slideshare.net/philgutteridge/<br />Socialnomics 2011 Video:<br />http://www.socialnomics.net/2011/07/05/social-media-videos-2011/<br />