Why Social Media (quick rendition)

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Why Social Media (quick rendition)

  1. 1. Why Social Media?
  2. 2. Why Social Media? Customer Service Market Research Communication/Brand Management Lead Generation “Thought Leadership”
  3. 3. Customer Service Comcast has found a way to offer exceptional customer service to their consumers, but the thing that really makes them stand out is how well they monitor discontent. Complain about Comcast and you can bet you’ll hear from @comcastcares to see if they can help.
  4. 4. Market Research LinkedIn has a section where users can ask questions. Chad Moutray, chief economist for the U.S. Small Business Administration, uses this feature to ask questions related to his work on small business. One of his questions got over 1,000 answers (yes, that number of answers is unusually high).
  5. 5. Communication/Brand Management Social media isn’t only about using existing websites, but sometimes creating your own. To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea” The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.
  6. 6. Lead Generation HubSpot provides the information that is relevant. HubSpot generates leads by providing webinars, white pages and blog postings to users for free. All users have to do is fill out a contact form with their needs and they get the keys to the castle. The trick here is creating content that is relevant and fresh so users will do a lot to get it.
  7. 7. “Thought Leadership” Trusted advisers & thought leaders are more likely to get the sale: According to Brian Carroll in his book, Lead Generation for the Complex Sale, a 2002 research report found that salespeople that had reached the status of quot;trusted adviserquot; were 70% more likely to come away with a sale. Thought leadership marketing help organizations position their business development and sales personnel in the position of trusted adviser throughout the lead nurturing process
  8. 8. Social Media Tools
  9. 9. Social Networks Pros Cons • Free • Constantly Changing • Unlimited Content • Users can block you • Critical Mass • Advertising is still touchy • Viral Nature • Undefined social norms • Effective, inexpensive advertising • Business Division • Classifieds Insidefacebook: 45% of the social network’s US users are ages 26 • Events and older, and nearly 25% are • Key Demographic over age 34.
  10. 10. Social Networks Pros Cons • Free • Contacting Block if Not Connected • Professional Demographic • Expensive Advertising • Viral Nature • Less User Frequency • Connections • Undefined Social Norms • “6 degrees” theory visually Nearly 60% of users have incomes of $93,000 or • Events more. Executives with an average income of $104,000 make up 28% of the 2,000 random users • Smaller size = Bigger impact polled for the study. Another 30% are self-identified “consultants” with an average income of $93,000. • Applications Those with incomes between $200-$350k were seven times more likely to have at least 150 connections than lower income users.
  11. 11. Social Networks Pros Cons • Free • Specialized • Completely Customizable • Not Viral • Critical Mass • Ineffective Advertising • Topical • Anonminity • Events • Smallish • Applications • You Control and Write All the Rules
  12. 12. Microblogging Why? Tools for Success • Twitter Search • Level Access to Influencers • TweetDeck • Very Social • HootSuite • Conversation Monitoring • Twellow • Topical • Mr. Tweet (.net) • Real Time Couponing • twtQpon (Worst Name) • Passive Chatting • Tweetoclock • Comcast Cares, Dell Outlet • Tweetlater • Meet Cool Tweeple (not a • Twitterfeed word)
  13. 13. Bonfire Optimization Monitoring – Keyword, Industry Relevant Targeting, Brand Management, Prospecting, Lead Generation SMO – (Social Media Optimization) Demographic Prospecting, Community Integration, Communication Automation, Website Optimization/Blog Integration SEO – (Search Engine Optimization) Keyword Profile Development, Website Optimization, Title, Meta, Description Optimization.
  14. 14. Monitoring Visually Monitoring Dashboard
  15. 15. SMO Visually
  16. 16. SEO Visually
  17. 17. + Recruitment

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