14. WHO IS USING SOCIAL MEDIA? - COMPANIES Source: Econsultancy /Online Marketing Summit
15. HOW CAN COMPANIES BENEFIT FROM SOCIAL MEDIA? Only 15% of companies are measuring the impact of Twitter and Facebook on their brand perception, 18% measure customer satisfaction, and 25% understand the benefits to their brand awareness. Source: Econsultancy / Online Marketing Summit
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17. Providing tips, offers and enhancing the overall user experience: e.g. Johnny Rockets,Starbucks
18. PR / corpcomms: Keeping users and fans up to date on what’s going on at the company - e.g. Southwest Airlines
19. Profile building: Positioning the company and its executive team as connected, thought-leaders – e.g. Zappo’s CEO, Tony Hsieh
24. Virtual gift of unconditional love has been given more than 850 times
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26. GETTING INTO IT – QUESTIONS TO ASK YOURSELF What is it you’re looking to achieve? Can this be achieved through using social media? What are your competitors doing? What type of social media does your audience consume? What value can you provide? Who will be responsible for managing your presence? Do they (or you) have time to do so? What are your priorities? Does having less than 100% control concern you?
28. MAKING YOUR SOCIAL MEDIA PRESENCE FRUITFUL Ensure you pass the ACES test – be Authentic, Credible, Ego-free and Sincere. Transparency is paramount. Keep your presence constant – don’t peter out. Get your company’s ducks in a row – set ground rules. Don’t try and do too much at first – work out how much you have time for and stick at it. Mingle – don’t broadcast. Reach out – don’t expect everyone to find you. Don’t expect huge results overnight.
29. WHAT TO DO: TWITTER Start following influencers in your market and respond to them as appropriate. Follow people as appropriate. Not everyone, but stay in the conversation. Respond to other posts: engage your audience – it makes them feel closer to the brand (or individual). Vary the content as needed. Talk about the market: if you are seeing trends in your industry, talk about them. Share personal anecdotes: build a personality and position yourself closer to your audience. Try to post / check-in at least daily – ensure you stay relevant and respond in a timely manner.
30. WHAT TO DO: LINKEDIN Ensure all details on your corporate home page are accurate. Encourage staff to rejoin relevant trade / industry area groups. Contribute to discussions, answer questions: position yourself as an expert in the market Use as a recruiting tool – search by job title, company name, etc. Don’t just collect relationships – keep it authentic.
31. WHAT TO DO: FACEBOOK Create a page, not an individual profile. Make the page interactive – interact with your “fans.” Post a variety of content – links, photos, company information. Maintain a regular presence to keep your “fans” connected and interested. Moderate, but don’t delete negative comments unless really necessary.
32. WHAT TO DO: BLOG Try to post relatively frequently – at least once a week. Keep the posts short, interesting and relevant. Controversy = interesting. Invite comments and respond to them. Link to your blog (as well as your other social media assets) from your home page to drive traffic. Comment on other sites as appropriate.
33. FAILING Remember that even if you delete it, Google may well have cached it. Have a crisis plan in place. Not everyone will be a fan and. Accept it. If you do something wrong – admit to it and make amends. Take solace that bigger companies than you have messed up in a much worse, and more spectacular fashion.
34. TAKE AWAYS Don’t just get into social media for the sake of it – have a goal in mind and work towards it. Don’t take on more than you can deal with. Know your audience. Be prepared to fail. Remember it’s still an emerging area. Have fun.
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