This presentation was part of a social media measurement and awareness training day held by Lynchpin Analytics and Pangaea Digital in Edinburgh, April 2010
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
Webinar: Why Earned Media Overpowers Social Media in Student RecruitmentEarthbound Media Group
This webinar defines the facets of earned media as well as its relevance to social media and emerging technologies in driving student recruitment and admissions strategies for institutions of every size.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Social Media is the online equivalent of Word of Mouth which really encapsulates its usefulness to businesses. In this presentation I cover the benefits of the main Social Media channels and demonstrate how effective usage of Social Media can increase customer loyalty whilst driving traffic back to your website
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
Webinar: Why Earned Media Overpowers Social Media in Student RecruitmentEarthbound Media Group
This webinar defines the facets of earned media as well as its relevance to social media and emerging technologies in driving student recruitment and admissions strategies for institutions of every size.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Social Media is the online equivalent of Word of Mouth which really encapsulates its usefulness to businesses. In this presentation I cover the benefits of the main Social Media channels and demonstrate how effective usage of Social Media can increase customer loyalty whilst driving traffic back to your website
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses. Also this presentation lays our a detailed road map on how chartered accountants can use the medium for business purposes
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
This article, written by Saurabh Gupta, Managing Director, Human Factors International, was published in issue 08 of the Social Technology Quarterly.
Summary: Persuasion, Emotion and Trust take designing
beyond usability to building deeper relationships with customers. They enable brands to understand what triggers customers to respond and make purchase decisions.
Simplifying Social Media. For Research, Connection & DifferentiationSimple Marketing Now LLC
A social media revolution is upon us, with no sign of abating. Rather than ignore it, consider embracing it and all that social has to offer you for research, connection and differentiation. This presentation offers perspective on how the social media revolution has changed the business landscape and how to make sense of the tools of social media for your job search and for marketing.
Setting Goals And Getting Internal Support For A Branded Online CommunityFeverBee Limited
FeverBee's Richard Millington explains setting goals and getting support are two halves of the same coin. Learn how to get support for your online community during this webinar.
Coverings2011: Practical Marketing - Digital Visibility for Small BusinessesSimple Marketing Now LLC
Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is finding the resources [including people] to market effectively while also running day-to-day operations. How then to prioritize what you do so you don’t neglect activities that connect with customers online and offline, while also delivering business results? The solution has to do with thinking about how you deliver value to customers, while creating content that addresses customers’ needs.
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
How to Run a Successful Social Campaign for Your Law Firm Network Affiliates
This brief presentation will take you through step-by-step on how to run a successful social campaign for your law firm. While this presentation focuses on legal advertising, it is useful in understanding the steps needed to ensure a successful social campaign in any vertical.
The POST method (People, Objectives, Strategy, Technology) was originally coined by Charlene Li and Josh Bernoff in their book, Groundswell (Harvard Business Review Press) is a proven framework for developing a social media strategy.
It’s basically the Briggs & Stratton of social media strategies.
More here: http://www.johnhaydon.com/2014/05/20/the-post-method-for-creating-a-social-media-strategy-infographic/
OBJECTIVES: Translational research focuses on the bench-to-bedside information transfer process — getting the information from researchers into the hands of clinical decision makers. At the same time, researchers who manage international research collaborations could benefit from increased knowledge and awareness of online collaboration tools to support these projects. Our goal was to support both needs through building awareness and skills with online and social media.
METHODS: The Library developed a curricula targeted specifically to academic researchers focusing on collaboration technologies and online tools to support the research process. The curricula will provide instruction at three levels: gateway, bridge, and mastery tools. The goal of Level One is to persuade researchers of the utility of online social tools. To develop the program, input was solicited from researchers identified as leaders in this area as well as focus groups of students to discover which tools are already being used.
RESULTS: Training is being provided on those tools identified as most likely to engage researchers (Google Docs, Skype, online scheduling, Adobe Connect, citation sharing tools). The curricula is being delivered as workshops duplicated as podcasts and in other online media.
CONCLUSIONS: Online and social media are practical tools for supporting distance collaborations relatively inexpensively while offering the added benefit of placing selected information in online spaces that facilitate discovery and discussion with clinical care providers, thus supporting the fundamental research processes at the same time as promoting bench-to-bedside information transfer.
How to run a social media training program, presented by Lauren VargasSocialMedia.org
In her Brands-Only Summit presentation, Aetna's Lauren Vargas teaches a class on how to develop and manage a social media training program for your employees.
She gives a detailed framework for leading a social media training program that teaches effective and ethical social media engagement.
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses. Also this presentation lays our a detailed road map on how chartered accountants can use the medium for business purposes
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
This article, written by Saurabh Gupta, Managing Director, Human Factors International, was published in issue 08 of the Social Technology Quarterly.
Summary: Persuasion, Emotion and Trust take designing
beyond usability to building deeper relationships with customers. They enable brands to understand what triggers customers to respond and make purchase decisions.
Simplifying Social Media. For Research, Connection & DifferentiationSimple Marketing Now LLC
A social media revolution is upon us, with no sign of abating. Rather than ignore it, consider embracing it and all that social has to offer you for research, connection and differentiation. This presentation offers perspective on how the social media revolution has changed the business landscape and how to make sense of the tools of social media for your job search and for marketing.
Setting Goals And Getting Internal Support For A Branded Online CommunityFeverBee Limited
FeverBee's Richard Millington explains setting goals and getting support are two halves of the same coin. Learn how to get support for your online community during this webinar.
Coverings2011: Practical Marketing - Digital Visibility for Small BusinessesSimple Marketing Now LLC
Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is finding the resources [including people] to market effectively while also running day-to-day operations. How then to prioritize what you do so you don’t neglect activities that connect with customers online and offline, while also delivering business results? The solution has to do with thinking about how you deliver value to customers, while creating content that addresses customers’ needs.
How to Use Social Media to Influence the WorldSean Si
Here's the deck to my talk for the 23rd ASA Congress which was at The Grand Ballroom of Marriott Hotel. It was an awesome experience and I only had two points:
1) Use social media for good and
2) You have to have authority to use social media influentially.
My company: https://seo-hacker.net
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
How to Run a Successful Social Campaign for Your Law Firm Network Affiliates
This brief presentation will take you through step-by-step on how to run a successful social campaign for your law firm. While this presentation focuses on legal advertising, it is useful in understanding the steps needed to ensure a successful social campaign in any vertical.
The POST method (People, Objectives, Strategy, Technology) was originally coined by Charlene Li and Josh Bernoff in their book, Groundswell (Harvard Business Review Press) is a proven framework for developing a social media strategy.
It’s basically the Briggs & Stratton of social media strategies.
More here: http://www.johnhaydon.com/2014/05/20/the-post-method-for-creating-a-social-media-strategy-infographic/
OBJECTIVES: Translational research focuses on the bench-to-bedside information transfer process — getting the information from researchers into the hands of clinical decision makers. At the same time, researchers who manage international research collaborations could benefit from increased knowledge and awareness of online collaboration tools to support these projects. Our goal was to support both needs through building awareness and skills with online and social media.
METHODS: The Library developed a curricula targeted specifically to academic researchers focusing on collaboration technologies and online tools to support the research process. The curricula will provide instruction at three levels: gateway, bridge, and mastery tools. The goal of Level One is to persuade researchers of the utility of online social tools. To develop the program, input was solicited from researchers identified as leaders in this area as well as focus groups of students to discover which tools are already being used.
RESULTS: Training is being provided on those tools identified as most likely to engage researchers (Google Docs, Skype, online scheduling, Adobe Connect, citation sharing tools). The curricula is being delivered as workshops duplicated as podcasts and in other online media.
CONCLUSIONS: Online and social media are practical tools for supporting distance collaborations relatively inexpensively while offering the added benefit of placing selected information in online spaces that facilitate discovery and discussion with clinical care providers, thus supporting the fundamental research processes at the same time as promoting bench-to-bedside information transfer.
How to run a social media training program, presented by Lauren VargasSocialMedia.org
In her Brands-Only Summit presentation, Aetna's Lauren Vargas teaches a class on how to develop and manage a social media training program for your employees.
She gives a detailed framework for leading a social media training program that teaches effective and ethical social media engagement.
Kamal D'Nigel & Robin Koning led DW staff through two days of hands-on social media training in January 2015. The training began with an overview of DW's website and social media users with data provided by Google Analytics. During the second part of training, DW staff were able to create Twitter profiles using tablets and smartphones and then learned how to use the social media platform as part of their ongoing work as well as for future social media based projects.
How Chartered Accountants (and other professionals ) can use Social Media for find new business oportunties. Presentation has reference to relevant case studies
Many businesses are confused with the term social media. This presentation attempts to communicate the term and related dynamics in context with what an audience understands
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe Corporation
You’ve heard the buzz about Facebook, Twitter, YouTube & LinkedIn, now find out how to harness the power of social media for your own business!
• Why social media works for small businesses
• How to listen first before launching your campaign
• How to create a social media strategy that works
• What elements make up a successful campaign
Now’s the time to leverage social media to build better relationships with your customers and prospects, ultimately driving more sales for your business.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Welcome Keynote Social Media - Impact to businesses of all sizes, all industriesSociety3
Welcome Keynote
Axel Schultze, Founder Social Media Academy, http://xeesm.com/axels
Social Media - Impact to businesses of all sizes, all industries
# SMTW
2. What is Social Media? “ Social Media is like teenage sex! Everyone's talking about it, everyone seems to be doing it ...how come I'm not getting any? ”
18. Getting it wrong Rather than having an open conversation with the public, Nestle responded with sarcasm and arrogance There needs to be a clear policy and training on how to deal with social media channels Don’t insult your customers!
22. Policy “ As with blogging within Reuters News, you should make sure that if you have hard news content that it is broken first via the wire. Don't scoop the wire. ” What they got right: Encouraging use of social media and setting out a set of guidelines is a good first step. What they got wrong: Highlighting the dangers and not seeing the opportunities that social media offer – as above.
23. Be transparent, genuine and consistent "Wal-Marting Across America," “ Wal-Mart's Social Media Marketing Transgressions” Wal-mart Today… Target vs. Wal-Mart: the back to school battle vs.
24. Spot the opportunity “ Furniture Causes FedEx Fits” Rather than encourage the designer and use this is a quirky promotional exercise, they alienated the public with legal action against the site owner
28. Conversation... “ Unfortunately we are unable to respond to your inquiry because Motrin does not participate with non-traditional media outlets, This practice, is in place to allow us to focus on publications that reach our core consumers.”
What is social media? Social Media is like teenage sex; everyone is talking about it, not many are really doing it and those who do rarely get what they want form it?
Thanks Steve, during the next part of the session, I’ll be going over some examples of how social media has worked for some brands and what some of the consequences have been when getting it wrong.
So, what is the cost of doing nothing?
To give you a bit of background, Movieum London is a movie museum (rebranded as London Film Museum in January 2010) and didn’t bother to mention it or change the domain. The old Movieum URL goes to a dead site. Above there are comments that were posted on the website criticising the venue and value for money. Movieum not only didn’t respond, but when they rebranded they didn’t bother to tell anyone. What we have here is a business that has given the option for people to voice opinion, but haven’t done anything with the information which is missing out on an opportunity to take comments on board, make changes and engage with the audience. To allow people to post and ignore them is not just a wasted opportunity, it’s a slap in the face of the people who took the time to comment. It sends out a clear “I don’t give a monkeys” attitude to the public. Big mistake. And speaking of big mistakes…
I’m guessing that there isn’t anyone in the room who hasn’t been aware of happened with Tiger Woods a few months ago. The news of his car accident first broke on the 27 th of November, and a few days later, on the 2 nd of December, the first of a series of women came forward with claims that she had an affair with Woods. It wasn’t until the 12 th of December, after a half a dozen women did the same that Woods issued a statement/apology. As the news of his bad behaviour spread online Woods was slow to respond and while we waited to hear what he had to say for himself, the public went to town on the story. There were constant updates on twitter, real-time search results on Google and by the time he did respond…
This statement that appears on the Tiger Woods site appeared on the 12 th of December.
So, what can we take from this incident? By saying nothing you’re allowing others to fill the gap. In Tiger Woods case, you could argue that he should have communicated with his fans, the very people he depended on to help him build his image rather than putting his head in the sand and hoping it would all go away. So, here. Engagement is the key. Moving on…
By being aware of the potential pitfalls, you can make an educated decision on when and how you respond within social media.
Now, once you have decided to respond, you need to decide how you’re going to interact with your online community. A few weeks ago, Nestle gaffed when one of their employees got into an online tiff with one of their facebook fans regarding the use of their logo. The argument escalated and by the end, it was Nestle that was seen in a bad light. Here, I would argue that the brand made a mistake by insulting their fans and rather than having a calm conversation, they greeted their fans with sarcasm. So, when stepping into online communities, you have to remember that everything is out in the open and people are free to voice opinions and take sides. You need to be prepared for that.
Now, about a month ago, a rather crude tweet appeared on Vodafone’s corporate account. They picked up on it and removed it quickly, but not before it had been re-tweeted by hundreds of followers. Here’s how Vodafone responded….So, what did they do wrong? They didn’t have a handle on security and it didn’t take long for a flood of tweets to come pouring in from followers wondering if they had been hacked. So, what did Vodafone do right?
They responded to each individual who had contacted them, they didn’t hide and they responded within the community where the incident took place, letting people know that they were really there to engage with their followers.
So, there may have been a blip in their PR, but ultimately, by responding quickly, the damage has been minimal and there continues to be a steady increase in their follow numbers.
One of the first steps in getting involved in social media as a business is to set out a clear policy which encourages the use of social media but also protects the business. The tricky bit is finding the right balance. A few weeks ago, Reuters published their social media guidelines where they stated that they encourage the use of social media as a research and communication tool they didn’t want journalists to “scoop the wire” or post news before it hits Reuters publications. So, they have the right idea, but I can see that news publications are going to have a hard time finding their feet in social media. Where they could take advantage of social media is using it to let people know top level information about news as it breaks and let a wider audience know that they can get the full story on the site. So, in effect, they can generate interest before the full story is released.
One repeat offender when it comes to social media is Walmart – over the past few years there have been three notable gaffs in their attempt to break into this space. The first was a couple of years ago when a couple created a blog called “Wal-Marting” across America” the concept was that they would drive their campervan across the US and park overnight in wal-Mart carparks. The uproar came when people discovered that the blog was fake and a PR stunt developed by Wal-Mart. People who had followed the blog felt cheated. So, if you’re going to use social media, rule number 1 is BE TRANSPARENT, BE GENUINE. The next cockup came when they set up a facebook group trying to target college students as they started university. They made a couple of mistakes here. The first was to try to push themselves as a “stylish” place for students to get dorm essentials when in fact Wal-Mart is know for being cheap and functional. They also tried too hard to sell directly from the fan page, constantly bombarding students with offers, product suggestions and links to the Wal-Mart site. The campaign results were poor and in the end, people left abusive comments on the fan page. At the same time, Target went after the same audience, but rather than try to sell themselves as hip and stylish, their message was about being the place to buy things that are cheap, functional and there to help you survive college. They allowed their users to post their own photos and before long, people were making their own product suggestions. So, what’s the key message? Stick to your brand values, be transparent, use the language that fits the channel and do try to sell. Finally, if you look at the Walmart site today, they have a blog that hasn’t been updated with any regularity, too many writer profiles and stale information. If used correctly, and written by someone who actually cares about the brand the subject they’re writing about can work really well for a business. However, here, Walmart have too many middle managers listed as writers who will always find other parts of the job higher in their priority lists. So, if you’re blogging, you need to keep content fresh and interesting. So, the upshot is that I can give Wal-Mart credit for persistence, they still haven’t really created a social media strategy that works.
This is one of my favourites. This happened a while back, but it is still a good example of how big companies can sometimes miss an opportunity by taking a defensive position on what is happening online. In this case, a young industrial designer was a bit broke and decided to furnish his flat with furniture built entirely from FedEx boxes. He even created a bed and weight tested it by jumping up and down on it. He posted pictures of his creations on his blog. Unfortunately, when FedEx discovered it, rather than see it for the great PR opportunity it was, they ordered the blogger to take the site down and threatened him with legal action. What they could have done here was support him and enjoy the free quirky PR.
This one is probably one of the incidents that annoyed people the most. For those of you who aren’t familiar with this function on twitter, users developed a system whereby if you want people to find information on common subjects, you can add a hashtag to your post so that anyone looking for conversations covering a particular subject can search using the unique tag. Last year, during the Iran Elections, people discussing the elections on twitter tagged their conversations with the Iran Elections tag. Habitat hijacked the tag by adding it to tweet about their sale. Users looking for comments about the election we then finding tweets from Habitat about their promotion, which had nothing to do with the election. So, pretty poor move. They blamed the incident on an intern, but in any case it was a nasty abuse of the channels and a serious breech of social media etiquette.
This was nearly a year ago (June 2009) but if you type Habitat UK into Google one of the top results is the coverage of the company’s misuse of Twitter.
Finally, two responses from companies where the public tried to connect but were knocked back.
Motrin put out an ad that effectively called babies fashion accessories. Mothers took offence to the ad and a blogger contacted the company and wrote about their objections. Here was Motrin’s response.
The issue within the context of social media is not the policy itself, but the way in which apple communicated the message to the public. In between the time the battery issue came to light and the time it took to change the policy, Apple estimated that 2 million unit sales were lost. Public dissatisfaction could have been reduced by merely letting people know that their commments had been taken on baord and that they were reviewing their policy. They did this, but it took a while and sales suffered.