Social Media For Business

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What is the state of art in Social Media for Business? This presentation shows case studies and gives some tips on how to use Social Media to make business... [University of Economy - Izmir - 02/12/2011]

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Social Media For Business

  1. 1. SOCIAL MEDIAFOR BUSINESS
  2. 2. WHAT WE ARE GOING TO TALK ABOUT?MARKETS, CONVERSATION & SOCIAL MEDIAWHO IS DOING RIGHT?HOW TO AND USEFUL TOOLS
  3. 3. Once upon a time in 1999… MARKETS ARE CONVERSATIONS Cluetrain Manifesto Markets consist of HUMAN CONVERSATIONS among human beings BEINGS, not sound HUMAN demographic sectors.
  4. 4. In 2004 has been stated the [r]evolution Conversations are contents And Users their producers
  5. 5. THE SOCIAL MEDIA ERAHAS BEGUN the AGORA Where HUMAN BEINGS are having CONVERSATIONS, sharing IDEAS, gathering INFORMATIONS and creating CONTENTS
  6. 6. HOW PEOPLE ARE ENGAGING CONVERSATIONS ?
  7. 7. SOCIAL MEDIAMAIN FIGURES[JUST THE MOST KNOWN]
  8. 8. 800 million active users 350+ million mobile users Average user has 130 friends Average user spends 700 min per month30+ billion pieces of content per month 60+ million of status update each day 900+ million objects that people interact with3+ million active Pages 1.5 Million are Local Business Pages http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/
  9. 9. 106+ Million Active Users460.000 new accounts every day200+ Million Tweets per day37% of active users use their phone to tweet25% Follow a Brand 67% of brand followers purchase that specific brand http://www.marketinggum.com/twitter-statistics-2011-updated-stats/
  10. 10. 100+ million active users{72%} Age 25 54 Most popular Users’ Industries : {17%} hi tech {14%} finance {10%} manufacturing Most popular Users’ Job Functions: {12%} Sales {10%} Academics {10%} Administrative www.linkedin.com/ads
  11. 11. {3 Billion} views per day {48h} video uploaded every minute {15 minutes per day} average spent by usershttp://youtube-global.blogspot.com/2011/05/thanks-youtube-community-for-two-big.htmlhttp://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html
  12. 12. And NOW What ? Why Should Business use Social Media?
  13. 13. REMEMBER?MARKETS ARE CONVERSATIONS BUSINESSES ARE IN MARKETS BUSINESSES ARE ALREADY IN CONVERSATIONS But…
  14. 14. They don’t know OrDon’t Want to Know
  15. 15. Many Businessesare used Each person is exposed atto shout outTheir Product… 3.000 Messages/day Overloading persons With advertising and Messages but…
  16. 16. Only 14% trust advertisement78% trust recommendation of other users Nielsen “Trust in Advertising” Report
  17. 17. Conversation and dialogue drive consumer behaviors
  18. 18. WHO IS USING SOCIAL MEDIAAT THE BEST ?
  19. 19. $ 3 Million of salesgenerated by Twitter(@DellOutlet]$ 6.5 Million global reachof all accounts (ex. @DellBrasil,@DellHomeSalesCa]
  20. 20. 5,4M 700k+ 4,8k+ My Starbuck Idea - SNSubscribers Followers Subscribers Ideas in Action - Blog +50.000 PRODUCTS IDEA ENGAGING CUSTOMER INTO BUSINESS
  21. 21. PROFITABLE SOCIAL MEDIAL E S S O N L EA R N T 1. SOCIAL MEDIA CAN BOOST YOUR SALES 2. PEOPLE CAN HELP TO DEVELOP YOUR BUSINESS 3. YOUR BUSINESS IS A PART OF THE CONVERSATION, NOT THE OWNER
  22. 22. USING CROWDSOURCING TO SUPPORT BRANDS’ DEVELOPMENTBRAND Generate Brand Buzz Engage Creatives Pay Creatives 90 K MEMBER
  23. 23. SOCIAL MEDIA AS BUSINESS MODELL E S S O N L EA R N T 1. SOCIAL MEDIA IS THE PANDORA’S VASE OF IDEAS (BUT NOT FOR FREE) 2. ENGAGING PEOPLE TO SUPPORT YOUR BRAND AWARENESS 3. EVERYONE HAS SOMENTHING TO GIVE
  24. 24. Vodafone Italia An integrated approach to create community, giving customer service and improve brand awareness 1M+ Fans 86K+ Followers 6,8M+ Views 300K+ Members Managing Phone Staff 5 people Video Tutorial BlogsCustomer Services Customer Services Short movies Wiki News 12h/6 Advertising Forum
  25. 25. MANY SERVICES ARE ACCESSIBLE FROM THESIDE BAR 1M+ PEOPOLE “LIKE” THE PAGE PEOPOLE “LIKE” THE PAGE
  26. 26. FANS CAN CONTACT CUSTOMER CARE
  27. 27. DO YOU NEED A NEW MOBILE? ASK TO YOUR FRIENDS TRUST ADVERTISEMENT FROM FRIENDS!!
  28. 28. @VodafonIT is a REAL TIME customer service online 12h/6Tweet to @Vodafone IT requiringcontactThey will reply asking a DM with yourname and mobile vodafone NumberThey’ll contact You back
  29. 29. User Generated Videos, Short BrandedMovies, Advertisement, Video Tutorialsbroadcasted on Facebook and Vodafonesites6,8 Million Viewsin 4 Years Brand awareness – Engagement
  30. 30. VodafoneLab is a community where people caninteract sharing ideas, supporting each other andfind information about products
  31. 31. INTEGRATED COMMUNICATIONL E S S O N L EA R N T 1. DIFFERENT PLACES FOR DIFFERENT ACTIVITIES 2. SOCIAL MEDIA MUST BE INTEGRATED IN YOUR BUSINESS PROCESS 3. PEOPLE TRUST RECOMMENDATIONS OF FRIENDS
  32. 32. PROMOTING A MICROSITETWEET AND STATUS UPDATEDPAY PER CLICK ADVERTISING BENEFIT FOR USER (WHITE PAPER, CONTENTS) CALL TO ACTIONMESSAGE LINK TO THE MICROSITE
  33. 33. PROMOTING A MICROSITER E S U LT S 25.000 PAGE HITS FROM 18 SOCIAL MEDIA SOURCES 2,5 MINUTES AVERAGE SPENT ON THE WEBSITE 50% REACHED THE REGISTRATION PAGE 300 LEADS GENERATED 80% OF BUZZ AND NEUTRAL-TO-POSITIVE SENTIMENT COMPARED TO ITS COMPETITORS
  34. 34. PROMOTING A MICROSITEL E S S O N L EA R N T 1. GUIDE YOUR VISITORS TO THE DESTINATION 2. MANY SOCIAL MEDIA GIVE POWERFUL PROFILATION TOOLS 3. SOCIAL MEDIA ADVERTISEMENT WORKS IF YOU GIVE BENEFITS 4. GIVE RELEVANT CONTENTS 5. LINK DIRECTLY TO CONTENTS FROM ADVERTISEMENT
  35. 35. INDIPENDENT SCI FI MOVIE PRODUCTION (FINLAND – GERMANY – CANADA – AUSTRALIA) € 7,5M BUDGET A FILM PRODUCED WITH THE “CROWD” PHILOSOPHY THROUGH SOCIAL MEDIA Screenplay writing Fund rising Promotion Audience Engagement
  36. 36. CROWD SOURCING80,ooo user sharing ideas on Facebook Page and Twitter CROWD INVESTING 900.000 euros collected through donations CROWD FUNDING 300.000 euros collected by selling stuffs to fans through the Website
  37. 37. THE WEBSITEGives news and info about productionOffers free and payed merchandiseAllows to make donation to the productionGives access to the special contents reserved to peoplewho support production through donationAllows to demand the move in your country
  38. 38. FACEBOOK PAGE FOR CROWD SOURCING,NEWS SHARING, ENGAGEMENT 78,000 FANS
  39. 39. TWITTER TO GIVE NEWS AND ASK FOR SUGGESTIONS
  40. 40. MAKE THE DIFFERENCE 9,000,000+ VIEWSMOVIE TEASERS AND TRAILERS+DIRECTOR’S DIARY+IRON SKY SIGNAL=ENGAGEMENT,BRAND AWARENESS,DONATION
  41. 41. CROWD PROJECTINGL E S S O N L EA R N T 1. SOCIAL MEDIA CAN HELP FINANCING PROJECTS 2. “DO UT DES” – GIVE ALWAYS RECIPROCAL BENEFITS 3. CONVERSATION BOOSTS YOUR ACTIVITIES 4. ENGAGE YOUR AUDIENCE WITHIN YOUR BUSINESS 5. ENGAGEAUDIENCE TO IMPROVE YOUR BRAND AWARENESS
  42. 42. So, How can I use Social Media in My Business ?
  43. 43. #1 HAVE A STRATEGYDEFINE YOUR BUSINESS GOALS KNOW YOUR AUDIENCEDEFINE WHAT YOU HAVE TO SAY CHOOSE YOUR CHANNELS
  44. 44. #2 BE HUMAN & POLITE INTERACT WITH YOUR AUDIENCE ASK & ANSWER TO THEM BE CLEAR AND GENUINEGIVE ALWAYS A MOTIVATION TO YOUR CHOICE
  45. 45. #3 BE FLEXIBLEMONITOR YOUR ACTIVITIES AND BE READY TO CORRECT THEM
  46. 46. SOME USEFUL TOOLS [JUST A SHORT LIST]WHO IS YOUR AUDIENCE?
  47. 47. SOME USEFUL TOOLS [JUST A SHORT LIST] WHO IS YOUR AUDIENCE?Twitter Analytics For Business Profile Stats Pro
  48. 48. SOME USEFUL TOOLS [JUST A SHORT LIST]WHO IS TALKING ABOUT YOU?
  49. 49. SOME USEFUL TOOLS [JUST A SHORT LIST]WHO IS TALKING ABOUT YOU?
  50. 50. SOME USEFUL TOOLS [JUST A SHORT LIST]HOW IS YOUR TWITTER USAGE?
  51. 51. SOME USEFUL TOOLS [JUST A SHORT LIST]HOW IS YOUR TWITTER NETWORK?
  52. 52. SOME USEFUL TOOLS [JUST A SHORT LIST]HOW IS YOUR SOCIAL MEDIA REPUTATION?
  53. 53. SOME USEFUL TOOLS [JUST A SHORT LIST] MONITORING CAMPAIGN Web analyticsALMOST EVERY SOCIALNET OFFERS ANALYTIC TOOLS
  54. 54. THANKS FOR ATTENTION !SOME RESOURCES USED FOR THIS PRESENTATIONCLUETRAIN MANIFESTO – WIKIPEDIA - DIGITALBUZZBLOG –MARKETINGGUM – YOUTUBE GLOBAL – NIELSEN TRUST ADVERTISINGREPORT – B2BENTO CASE STUDY – VERONICA PENGS “SOCIAL MEDIA FORMARKETING” – INTERNET WORLD STATS – KLOUT - MASHABLEIMAGES ARE FREELY DOWNLOADED BY “GOOGLE® IMAGES “ OR THEY ARE SCREENCAPTURES OF MY PERSONAL ACCOUNTSIMONE FAVARO facebook.com/sfavaro twitter.com/sfavaro linkedin.com/in/simonefavaro

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