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WHAT IS
SOCIALMEDIA
VARIOUSDEFINITIONS
Socialmediausesweb-basedtechnologiestoturn
communicationintointeractivedialogues
VARIOUSDEFINITIONS
AgroupofInternet-basedapplicationsthatbuildon
theideologicalandtechnologicalfoundationsof
Web2.0,whichallowsthecreationandexchangeof
user-generatedcontent
VARIOUSDEFINITIONS
Anumbrellatermthatdefinesthevariousactivitiesthat
integratetechnology,socialinteractionandthe
constructionofwords,pictures,videosandaudio
VARIOUSDEFINITIONS
Businessesalsorefertosocialmediaas
consumer-generatedmedia(CGM)
VARIOUSDEFINITIONS
INREALITY...
Thinkofregularmediaasaone-waystreetwhereyoucanread
anewspaperorlistentoareportontelevision,butyouhave
verylimitedabilitytogiveyourthoughtsonthematter
INREALITY...
Socialmedia,ontheotherhand,isatwo-waystreet
thatgivesyoutheabilitytocommunicatetoo
INREALITY...
THETOOLS
Socialmediacantakemanydifferentforms,
including:
Internetforums
THETOOLS
e.g.Buildingforum,RIBAnet,PropertyNetwork,
TheConstructionIndex
Socialnetworking
THETOOLS
e.g.Facebook,LinkedIn,TheConstruction
Network,Mumsnet,Ning
Blogs
THETOOLS
e.g.Blogger,ExpressionEngine,Wordpress,
CNplus,RIBAblogs
Microblogging
THETOOLS
e.g.Twitter,Yammer
Wikis
THETOOLS
e.g.Wikipedia,RIBApedia
Pictures
THETOOLS
e.g.Flickr,Photobucket
Video
THETOOLS
e.g.YouTube,Vimeo
Social
bookmarking
THETOOLS
e.g.StumbleUpon,Zootool
WHEREAREWENOW?
IfFacebookwasacountryitwouldbethethirdmostpopulated
intheworld,aheadoftheUnitedStates
–withonlyIndiaandChinabeingmorepopulated
WHEREAREWENOW?
WHEREAREWENOW?
500billionMinutesarespentonFacebookeverymonth
–upfrom150billionin2009
WHEREAREWENOW?
2billionYouTubevideosviewedperday
–twiceasmanyastherewerein2009
WHEREAREWENOW?
4billionimageshostedonFlickr
WHEREAREWENOW?
95%ofcompaniesnowuseLinkedIntofindandattract
(andprobablyvet)employees
-59%useFacebookand42%useTwitter
WHEREAREWENOW?
27milliontweetsperdayonTwitter
-8xthevolumecomparedto2009
WHEREAREWENOW?
2100ArchitectureGroups
onLinkedIn
WHEREAREWENOW?
2100ArchitectureGroups
onLinkedIn
3700Construction
GroupsonLinkedIn
WHEREAREWENOW?
108
Architecture,Engineer
&Constructor(AEC)
groupsonLinkedIn
2100ArchitectureGroups
onLinkedIn
3700Construction
GroupsonLinkedIn
WHEREAREWENOW?
108
Architecture,Engineer
&Constructor(AEC)
groupsonLinkedIn
2100ArchitectureGroups
onLinkedIn
3700Construction
GroupsonLinkedIn
1309Memberson
BuildingNetwork
WHEREAREWENOW?
108
Architecture,Engineer
&Constructor(AEC)
groupsonLinkedIn
2100ArchitectureGroups
onLinkedIn
3700Construction
GroupsonLinkedIn
4057
Memberson
TheProperty
Network
1309Memberson
BuildingNetwork
WHEREAREWENOW?
108
Architecture,Engineer
&Constructor(AEC)
groupsonLinkedIn
2100ArchitectureGroups
onLinkedIn
3700Construction
GroupsonLinkedIn
4057
Memberson
TheProperty
Network
1309Memberson
BuildingNetwork
1637
MembersonThe
Construction
Network
WHEREAREWENOW?
Sufficetosaythatthistypeofactivityisheretostay,especially
forthegenerationthat’scomingintoemploymentnow
-morethanhalfthehumanraceisundertheageof30
Thewayweaccesstheinternetandsocialmediaisevolvingquicklyaswenowhaveaccesswhereverweareviasmartphonesandtablets
(iPhone,Blackberry,AndroidandiPad)
WHEREAREWENOW?
WHATDOESITMEAN?
WHATDOESITMEAN?
Firsttherewasprintmedia
Thentherewastheinternet
Nowthereissocialmedia
Allofwhichrequirethedeliveryofqualitycontent
WHAT’STHE
DIFFERENCE?
WHAT‘STHEDIFFERENCE?
Transparent
Inclusive
Immediate
Vibrant
Awayforpeopletotalkaboutyourbrandatanytimeofthedayornight
Authentic Consumer-driven
WHYDOIT?
Becausevisitingsocialsitesisnowthe3rdmostpopularonline
activity–aheadofpersonalemail
WHYDOIT?
Withtheincreaseinemailandalackofexhibitions,people
requiremoreofaninteraction-albeitelectronically
WHYDOIT?
Cangiveapersonalitytothebrand
thatacorporatewebsitewon’t
WHYDOIT?
Immediate,responsiveandcollaborative
WHYDOIT?
ImproveyourSEO
WHYDOIT?
Isagreatwaytogaugebrandperceptionona
dailybasisandtobeabletocounteranynegativity
WHYDOIT?
Seeitasanaturalextensiontoyour
publicrelations
customerservice
loyaltybuilding
collaboration
networking
thoughtleadership
...andcustomeracquisition
WHYDOIT?
Youcaneitherbepartofitorignoreit,
WHYDOIT?
butbewarned,yourcompetitorsareprobablyalreadydoingit!!
ARECENTSURVEY
STATESTHAT...
Morethanathird(39percent)ofsmallfirmsreported
thattheyusedsocialmediaformarketinglastyear,
accordingtoanewreport
ARECENTSURVEYSTATESTHAT...
AmericanExpressOPEN's"SmallBusinessMonitor"
reportfortheautumnhasrevealedthatFacebook
remainsthemostpopularwithsmallbusinessowners
ARECENTSURVEYSTATESTHAT...
Overaquarter(27percent)thatusedsocialmedia
claimedtouseFacebook
ARECENTSURVEYSTATESTHAT...
Thisiscomparedtounderoneintenfortheprofessional
networkLinkedIn(9percent),8percentforTwitterand
fivepercentthatusedabloginstead
ARECENTSURVEYSTATESTHAT...
Themainreasoncitedbybusinessownerswasto
increaseexposurefortheirbusiness,while15percent
wantedtodrivetraffictotheirsite
ARECENTSURVEYSTATESTHAT...
SOMEGUIDELINES
GoogleAlerts
Tweetdeck
RSS
SOMEGUIDELINES
Facebook
Twitter
LinkedIn
YouTube
TheConstructionNetwork
BuildingForum
Blog
SOMEGUIDELINES
Reach
Buzz
Sentiment
Influence
Whatmatterstothebusiness
SOMEGUIDELINES
WHAT IS
SOCIALMEDIA
DELIVERABLES
Websitevisitors
Leads
Customers
»»»
DELIVERABLES
Givesyourcompanyasocialfacethatcanenhance
thecorporateposition
Offersaninsightintoacompany’sphilosophyand
personality
Provides‘fans’withthebackstorytocompany
initiativesanddevelopments
-awindowintobehindthescenesactivity
DELIVERABLES
Aplatformforfeedbackanddiscussion
Updatescanbetimely-asthe‘non’professional
(notunprofessional)contentallowsforquicker
turnaround
Frequency,ascontentcanbedevelopedon
relativelysmallbudgets
DELIVERABLES
Goodexample:
Tritonshowers
DELIVERABLES
Positioning-presentsanorganisationasauthoritativeandabletoinform
othersofdevelopmentswithinitsfieldofexpertise
Givesaperceptionofpace–ofcontinualinnovationandforwardthinking
Commenting
Campaigning
Engagement
Usingbitesizepiecesofpre-generatedcontent
DELIVERABLES
Goodexample:
SuButcher
DELIVERABLES
CreateYouTubechannel
Upload
Corporatevideos
Trainingvideos
Sitevisits
Employeevideos
Uservideos
LinkedtoFacebook
BroadcastviaTwitter
DELIVERABLES
Goodexample:
RIBA
DELIVERABLES
Therearecurrently126millionblogsontheinternet
Blogsrequirecommitment,evenifanelementis
managedbyathirdpartyi.e.anagency
Adefinitepersonalityisrequired
Caution
DELIVERABLES
Demonstrateauthority
Proveindustryleadership
Voiceopinion
Giveanswers
Supportyourmarketingcampaigns
Encouragefeedbackandcomment
However,greatto
DELIVERABLES
Goodexample:
FionaRussell-Horne
DELIVERABLES
Goodexample:
CIBLimited
GETTINGSTARTED
Establishinggoals
Determiningsocialmediachannels
Mappingresponsibilities
Settingup/customisingchannels
Settingupcontentstrategy
GETTINGSTARTED
Settingmetrics
Settingupengagementframework
Developingsocialmediapolicy
Publishingcontent
Monitoringandmeasurement
GETTINGSTARTED
Anadditionaldistributionchannelforexistingactivity
Signposting
Asimpleextensiontoyourmarketingactivity
Linkstopressreleases
Casestudyphotolibrary
Postingadvertisingcampaigns
Linkstoon-linepresence
GETTINGSTARTED
Portrayingapersonality
Creatinga‘backstory’
NB:rememberFacebook!
Interviewingkeypersonnel
Sitevisits
Coverageofexhibitions,conferencesandevents
Fullyintegratedcampaigns
Callstoaction
Customerinteraction
GETTINGSTARTED
Extensionofcustomerservices
Pro-activecommunications
Following
Re-tweeting
Replying
#tagging
Searchterms
Trendingterms
Havingaconversation!
GETTINGSTARTED
Utiliseexistingcommunicationschannels
-website,advertising,PR,directmail
Onstationery,emailsignatures
Involve/incentivisestaff
Competitionsonandoff-line
GETTINGSTARTED
PRACTICEWHATYOU
PREACH
Startfollowing@catherinet_cib
onTwittertonightandwina
mysteryprize…
PRACTICEWHATYOUPREACH
Firstfivepeopleto‘like’theCIBCommunications,
LeatherheadpageonFacebooktomorrowwillwin
abottleofchampagne
WHATNOW?
Speaktous:
01372371800
www.cibcommunications.co.uk

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