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ISPAL Step into Social Media Oct 21st
This document provides an overview of social media and how businesses can utilize various social media platforms. It discusses the evolution from traditional one-way communication models to new dialogue-based models enabled by social media. Key platforms like Facebook, Twitter, YouTube, and Flickr are explained along with best practices for businesses. These include having a strategy, listening to customers, being transparent and honest, sharing content generously, acting like a person not just a company, and measuring results. The document advocates experimenting with social media and cautions that it is not a replacement for a good product or customer service.
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ISPAL Step into Social Media Oct 21st
- 1. Step into SocialMediaSue AnstissOctober 2010
- 2. Quick bit aboutyou...Your experience of social media?What you’d like from today?
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- 4. The old communicationmodel was amonologue.
- 5. The average personis exposed to3000 advertising messages/day
- 6. The new communicationmodelis adialogue.
- 7. what is socialmedia?
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- 11. Social media...People usingtools(like blogs and video)& sites (like Facebook and Flickr)to share content and have conversations online.
- 12. Social media isnot a strategy or a tactic – it’s simply a channel.
- 13. Social media isa conversation online.Look who’s talking:your customersyour employeesyour investorsyour criticsyour fansyour competition.... anyone who has internet access and an opinion.
- 14. How can SocialMedia be used?It’s not just marketing…Generating sales leadsProduct developmentCustomer supportInternal knowledgeMarket & customer feedbackRapid sharingExecutive leadership & visibilityBranding
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- 16. BECAUSE 2/3 OFTHE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKSNielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
- 17. BECAUSE VISITING SOCIALSITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009
- 18. butdoes Social Mediawork?
- 19. Social media influencesbehaviour 91% say consumer reviews are their top aid to buying decisions 87% trust a friend’s recommendation over critic’s review People are 3times more likely to trust peer opinions over advertising for purchasing decisions* Slide courtesy of Digital Influence Group
- 20. MavensSelectivesButterfliesWallflowersEngagement dbase July2009 – Top100 BrandsWetpaint & Allimeter
- 21. Engagement correlates withperformance
- 28. But how dowe get started?
- 29. 10 Keysto SocialMedia success
- 30. 1. Experiment withsocial mediaExperiment personally before professionallyTry a variety of social media toolsBe yourself, make some friends, and share
- 31. 2. Have astrategy
- 32. HOPE IS NOTA STRATEGY.Photo by Utne.com
- 34. Make a plan1. Discovery – explore what’s out there2. Strategy – opportunities & objectives3. Skills – identify internal resources & gaps4. Execution – tools & process5. Maintenance – monitor, measure & adapt Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
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- 38. 3. ListenFind whereyour audience is participating and indentify the influencersRead industry blogsGoogle your company name & your competitionUse free tools that can help you listen
- 42. 4. Be transparent& honest AvoidpufferyAvoid evasion and lyingAdmit your mistakes right away
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- 46. 5. Share yourcontentDon’t be afraid to shareMake your content easy to shareThink like a contributor & not a marketer
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- 48. social >mediaHint: Sharesome stuff.
- 49. 6. Be personaland act like a personDon't shoutDon't broadcastDon’t bragSpeak like yourself Personify your brand
- 50. 7. See criticismas an opportunityDon’t try to delete or remove criticism Listen to your detractorsAdmit your shortcomingsWork openly towards an explanation and solution
- 51. 8. Be proactiveDon’t wait until you have a campaign to launch - start planning and listening nowBuild relationships so they’re ready when you need them
- 52. 9. Acceptyou can’t do it all yourselfGetbuy in from the organisationConvince senior team that social media is relevant to you‘Divide and conquer’ within your teamRecruit more help if needed
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- 55. Free analytics tomeasure success
- 56. Facebook offers uniqueanalyticsStandard ReportingFacebook Enhanced ReportingEngagement reportPage reportStandard Impression, Clicks, Video PlaysLexicon measures ‘buzz’ and sentiment on FacebookPulse Data reports the interests of your fans
- 57. Paid for analysisLevel2Level 3Level 1
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- 61. So many socialmedia toolsSocial NetworksNews & BookmarkingBlogsMicrobloggingVideo SharingPhoto SharingMessage boardsWikisVirtual RealitySocial GamingPodcastsRSS feeds
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- 63. 57% have joineda social network
- 65. WORLDWIDE500 million users100+million mobile
- 66. UK STATS Over24 million users11+ million daily
- 67. Fastest growing socialnetwork24 million members in UKPowerful tools to engage and understand your audience
- 68. Facebook PagesYour homepageon FacebookMessages, photos, videos, events Interact with usersFans see your page updates in newsfeed
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- 70. Facebook AdvertisingFacebook adsgive you the ability to advertise directly to specific demographic groups
- 71. Facebook Advertising -TargetingLocationAgeSexKeywords (appear in your users profile)EducationWorkplaceRelationship statusRelationship interestsLanguages
- 72. Facebook Advertising –AnalyticsFacebook Insights provides information about your ad campaignUse this information improve your campaign
- 73. Facebook ConnectMake youwebsite more social by integrating with Facebook
- 74. Like buttons toattract fansAdd the ‘like button’ to your website and emails
- 75. things to do…Createa pageto promote your brandAttract more fans with a contest Encourage a discussion and participate frequently Share and add value for your fans Have a clear plan for content
- 76. please don’t…Create apage and fail to maintain itUse hard sell approach & talk too much about yourselfCensor commentsSpam fans with too frequent messages Believe that ‘if you build it they will come’
- 77. Over 55 millionmembers In over 200 countries around the world A new member joins LinkedIn every second
- 81. Using video sharingin businessInstructionalMeet the teamBehind the scenesEventsTestimonialsEntertain
- 82. 83% have watchedvideo clips
- 85. Using YouTube forbusiness10 great ideas!
- 87. Photo sharing forbusiness Showcase events
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- 89. Behind the scenesshots
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- 91.
- 92. Encourage customers toshare4,000,000,000The number of photos archived on Flickr.com - October 2009
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- 98. Getting the bestfrom blogsTransparentRelevantBe activeEngage in dialogueLots of links
- 99. 73% of activeonline users have read a blogSource: Universal McCann Comparative Study on Social Media Trends April 2008
- 100. Twittering for businessPersonalbroadcast systemMarketing, public relations and customer service Give your branda voice within the communityShare timely informationPersonify your brand
- 101. 1,105% year onyear growth
- 102. Nearly 75 millionpeople visited the Twitter site in January 2010…
- 103. 1.2 billion Tweets– in January 2010
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- 109. getting you started…Findand share useful contentPose questions and reply to othersKeep it fun - put a friendly face on your brandUse a photo and keep your bio complete & updatedKnow what people are saying about your brand
- 110. things to avoidDON’T…Soundlike a press release – you’re in a social spaceSpam with constant links to your websitePost useless information – who cares what you had for lunchWorry that you don’t have many followers… it takes timeFollow thousands of people just to get more followers
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- 116. The future… geo-locationservicesShare locations Reward attendanceLeave recommendationsLink to other people
- 118.
- 119. IF YOUR PRODUCTIS RUBBISH, SOCIAL MEDIA WON’T FIX IT.Photo by arlen at Flickr.com
- 120. HOWEVER, IF YOURCUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
- 121. IF YOUR COMPANY’SWORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
- 122.
- 123. In summary…Experiment withsocial mediaMake a plan (& plan your content!)ListenBe transparent & honest Share your contentAct like a personSee criticism as an opportunityBe proactive Accept you can’t do it all yourselfMeasure your results
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- 134. Sue Anstiss 01628630363sue@promotepr.com@sueanstisshttp://uk.linkedin.com/in/sueanstisswww.promotepr.com Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com
- 135. The Old SpiceGuy goes viralFastest ever growing online viral video campaign6.7 million views after 24 hours,23 million views after 36 hoursIsaiah Mustafa replied to 186 online comments and questionsSales increased by 107%
Editor's Notes
- #6 Research shows that on average person is subject to some 3,000 essentially random pitches per day.Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.”
- #16 Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
- #37 Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
- #42 Here are a couple of sites that demonstrate this clearly! But just type in a few brand names to Twitter Raptor of Googleblogsearch and you will soon see what people are saying
- #46 The key is to share a lot and when you think you have then share some more.That might be on your site or on Facebook etc
- #48 Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control.
- #61 Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
- #83 83% of those using the internet have watched video clips
- #87 83% of those using the internet have watched video clips
- #94 Research from Universal McCann shows that of those using the internet 73% have read a blog
- #96 Research from Universal McCann shows that of those using the internet 73% have read a blog