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ISPAL Step into Social Media Oct 21st

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Promote Public Relations Ltd
Promote Public Relations Ltd

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.

Business
1 of 133
Step into Social Media Sue Anstiss October 2010
Quick bit about you... Your experience of social media? What you’d like from today?
1970 1752 1916 1930’s 2010 First newspaper published Computer TV Radio
The old communication model was amonologue.
The average person is exposed to 3000 advertising messages/day
The new communication modelis adialogue.
what is social media?
Is it this?
It’s actually this….
Powered by this…
Social media... People using tools(like blogs and video)& sites (like Facebook and Flickr)to share content and have conversations online.
Social media is not a strategy or a tactic – it’s simply a channel.
Social media is a conversation online. Look who’s talking: your customers your employees your investors your critics your fans your competition.... anyone who has internet access and an opinion.
How can Social Media be used? It’s not just marketing… Generating sales leads Product development Customer support Internal knowledge Market & customer feedback Rapid sharing Executive leadership & visibility Branding
Whyshould we care
BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009
butdoes Social Media work?
Social media influences behaviour 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
Mavens Selectives Butterflies Wallflowers Engagement dbase July 2009 – Top100 Brands Wetpaint & Allimeter
Engagement correlates with performance
But how do we get started?
10 Keysto Social Media success
1. Experiment with social media Experiment personally before professionally Try a variety of social media tools Be yourself, make some friends, and share
2. Have a strategy
HOPE IS NOT A STRATEGY. Photo by Utne.com
Make a plan 1. Discovery – explore what’s out there 2. Strategy – opportunities & objectives 3. Skills – identify internal resources & gaps 4. Execution – tools & process 5. Maintenance – monitor, measure & adapt Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
3. Listen
3. Listen Find where your audience is participating and indentify the influencers Read industry blogs Google your company name & your competition Use free tools that can help you listen
4. Be transparent & honest Avoidpuffery Avoid evasion and lying Admit your mistakes right away
5. Give generously
5. Share your content Don’t be afraid to share Make your content easy to share Think like a contributor & not a marketer
Relinquish control
social >media Hint: Share some stuff.
6. Be personal and act like a person Don't shoutDon't broadcastDon’t brag Speak like yourself Personify your brand
7. See criticism as an opportunity Don’t try to delete or remove criticism Listen to your detractors Admit your shortcomings Work openly towards an explanation and solution
8. Be proactive Don’t wait until you have a campaign to launch - start planning and listening now Build relationships so they’re ready when you need them
9. Accept you can’t do it all yourself Getbuy in from the organisation Convince senior team that social media is relevant to you ‘Divide and conquer’ within your team Recruit more help if needed
10. Measure results
www.google.com/analytics
Free analytics to measure success
Facebook offers unique analytics Standard Reporting Facebook Enhanced Reporting Engagement report Page report Standard Impression, Clicks, Video Plays Lexicon measures ‘buzz’ and sentiment on Facebook Pulse Data reports the interests of your fans
Paid for analysis Level 2 Level 3 Level 1
Questions so far
So many social media tools Social Networks News & Bookmarking Blogs Microblogging Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Podcasts RSS feeds
Social networking sites
57% have joined a social network
WORLDWIDE 500 million users 100+ million mobile
UK STATS Over 24 million users 11+ million daily
Fastest growing social network 24 million members in UK Powerful tools to engage and understand your audience
Facebook Pages Your homepage on Facebook Messages, photos, videos, events Interact with users Fans see your page updates in newsfeed
Groups Applications Pages Messages Photos Events Video Comments
Facebook Advertising Facebook ads give you the ability to advertise directly to specific demographic groups
Facebook Advertising - Targeting Location Age Sex Keywords (appear in your users profile) Education Workplace Relationship status Relationship interests Languages
Facebook Advertising – Analytics Facebook Insights provides information about your ad campaign Use this information improve your campaign
Facebook Connect Make you website more social by integrating with Facebook
Like buttons to attract fans Add the ‘like button’ to your website and emails
things to do… Create a pageto promote your brand Attract more fans with a contest Encourage a discussion and participate frequently Share and add value for your fans Have a clear plan for content
please don’t… Create a page and fail to maintain it Use hard sell approach & talk too much about yourself Censor comments Spam fans with too frequent messages Believe that ‘if you build it they will come’
Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
Using video sharing in business Instructional Meet the team Behind the scenes Events Testimonials Entertain
83% have watched video clips
Using YouTube for business 10 great ideas!
Photo sharing for business ,[object Object]
Meet people
Behind the scenes shots
Run competitions
Reveal new products
Encourage customers to share,[object Object]
200,000,000 blogs
Getting the best from blogs Transparent Relevant Be active Engage in dialogue Lots of links
73% of active online users have read a blog Source: Universal McCann Comparative Study on Social Media Trends April 2008
Twittering for business Personal broadcast system Marketing, public relations and customer service Give your branda voice within the community Share timely information Personify your brand
1,105% year on year growth
Nearly 75 million people visited the Twitter site in January 2010…
1.2 billion Tweets – in January 2010
tools
Who I follow…
getting you started… Find and share useful content Pose questions and reply to others Keep it fun - put a friendly face on your brand Use a photo and keep your bio complete & updated Know what people are saying about your brand
things to avoid DON’T… Sound like a press release – you’re in a social space Spam with constant links to your website Post useless information – who cares what you had for lunch Worry that you don’t have many followers… it takes time Follow thousands of people just to get more followers
Geo-location services
Branded geo-location services
The future… geo-location services Share locations Reward attendance Leave recommendations Link to other people
Some things to do
IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
NEVER FORGET THE BASIC RULES
In summary… Experiment with social media Make a plan (& plan your content!) Listen Be transparent & honest Share your content Act like a person See criticism as an opportunity Be proactive Accept you can’t do it all yourself Measure your results
“Marketing”
“Advertising”
“Public Relations”
“Social Media Marketing”
Testing the Methodology
“White Christmas”
Some reading material...
The future?

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ISPAL Step into Social Media Oct 21st

Editor's Notes

  1. 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.”
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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.
  7. 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
  8. 83% of those using the internet have watched video clips
  9. 83% of those using the internet have watched video clips
  10. Research from Universal McCann shows that of those using the internet 73% have read a blog
  11. Research from Universal McCann shows that of those using the internet 73% have read a blog