Step into Social Media - April 5th 2011

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  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Thanks Well Katie has talked about how you get the most from communicating with staff and members within the club and I am going to look at how you can make the most of the tools now available to reach members when they are not in the club. One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity. April 5th 2011 Step into Social Media
  • To understand the context for social media you need to understand that there has been a big change in the way businesses market themselves. Many of you may have just seen Seth Godin’s presentation. He coined the phrase ‘interruption marketing’ for the way in which in the past companies have tried to reach their customers by interrupting what they are watching or listening to and blasting a message at them. The way in which companies will communicate with their customers in the coming years has completely changed. Now longer will it be a matter of ‘pushing’ information out to people. It’s now a matter of ‘pulling’ them to you. And you do this by sharing information. April 5th 2011 Step into Social Media
  • 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.” April 5th 2011 Step into Social Media
  • You share and create relationship and dialogue with your customers April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 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 April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • The fact that EasyJet has a Facebook page probably isn’t surprising but earlier this year the company took things one step further and developed a system that allows customers to make a purchase without leaving the site. They can complete the entire transaction on Facebook. This is the future. So, while we are all still busy spending our marketing budgets on updating our websites, we need to ask the question – how long will this investment be of relevance? Should we at least be investigating opportunities to develop better functionality on our Facebook pages?
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 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 April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Powerful tools like ‘Twitter Search’ mean you can simply April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 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 April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 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. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 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 April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD. April 5th 2011 Step into Social Media
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 83% of those using the internet have watched video clips April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • 83% of those using the internet have watched video clips April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and April 5th 2011 Step into Social Media
  • 55% have used sites like Fllickr and Picasso to upload photos April 5th 2011 Step into Social Media
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and April 5th 2011 Step into Social Media
  • There are currently over 200 million blogs in existence. In the US and the UK around 25% of the population using the internet have blogs, in Asia it’s much higher – in xxx the number is over 70% April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Research from Universal McCann shows that of those using the internet 73% have read a blog April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Even your congress is now on YouTube April 5th 2011 Step into Social Media
  • Even your congress is now on YouTube April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • November 2010 Step into Social Media
  • November 2010 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Step into Social Media - April 5th 2011

    1. 1. Sue Anstiss April 2011 Step into Social Media
    2. 2. <ul><li>Quick bit about you... </li></ul><ul><li>Your experience of social media? </li></ul><ul><li>What you’d like from today? </li></ul>
    3. 3. First newspaper published Computer 1970 1752 1916 1930’s 2011 TV Radio
    4. 4. The old communication model was a monologue.
    5. 5. 3000 The average person is exposed to advertising messages/day
    6. 6. The new communication model is a dialogue.
    7. 11. Social media... <ul><li>People using tools (like blogs and video) & sites (like Facebook and Flickr) to share content and have conversations online. </li></ul>
    8. 12. How can Social Media be used? <ul><li>Generating sales leads </li></ul><ul><li>Product development </li></ul><ul><li>Customer support </li></ul><ul><li>Internal knowledge </li></ul><ul><li>Market & customer feedback </li></ul><ul><li>Rapid sharing </li></ul><ul><li>Executive leadership & visibility </li></ul><ul><li>Branding </li></ul>It’s not just marketing…
    9. 13. Why should we care
    10. 14. BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
    11. 15. BECAUSE VISITING SOCIAL SITES IS NOW THE 4 th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAIL Nielsen, Global Faces & Networked Places, 2009
    12. 16. but does Social Media work?
    13. 17. Selectives Mavens Butterflies Wallflowers Engagement dbase July 2009 – Top100 Brands Wetpaint & Allimeter
    14. 18. Engagement correlates with performance
    15. 25. <ul><li>Fastest ever growing online viral video campaign </li></ul><ul><li>6.7 million views after 24 hours </li></ul><ul><li>23 million views after 36 hours </li></ul><ul><li>Isaiah Mustafa replied to 186 online comments and questions </li></ul><ul><li>Sales increased by 107% </li></ul>
    16. 28. But how do we get started?
    17. 29. 10 Keys to Social Media success
    18. 30. 1. Have a strategy
    19. 31. Photo by Utne.com HOPE IS NOT A STRATEGY.
    20. 33. 1. Experiment with social media <ul><li>Experiment personally before professionally </li></ul><ul><li>Try a variety of social media tools </li></ul><ul><li>Be yourself , make some friends , and share </li></ul>
    21. 35. 3. Listen
    22. 39. <ul><li>Avoid puffery </li></ul><ul><li>Avoid evasion and lying </li></ul><ul><li>Admit your mistakes right away </li></ul>
    23. 42. 5. Give generously
    24. 43. <ul><li>Don’t be afraid to share </li></ul><ul><li>Make your content easy to share </li></ul><ul><li>Think like a contributor & not a marketer </li></ul>
    25. 44. Relinquish control
    26. 45. <ul><li>Don't shout Don't broadcast Don’t brag </li></ul><ul><li>Speak like yourself </li></ul><ul><li>Personify your brand </li></ul>
    27. 46. <ul><li>Don’t try to delete or remove criticism </li></ul><ul><li>Admit your shortcomings </li></ul><ul><li>Work openly towards an explanation and solution </li></ul>
    28. 47. <ul><li>Don’t wait until you have a campaign to launch - start planning and listening now </li></ul><ul><li>Build relationships so they’re ready when you need them </li></ul>
    29. 48. <ul><li>‘ Divide and conquer’ within your team </li></ul><ul><li>Recruit more help if needed </li></ul><ul><li>Use your audience to spread the word </li></ul>
    30. 49. 10. Measure results
    31. 50. www.google.com/analytics
    32. 51. Free analytics to measure success
    33. 52. Facebook offers unique analytics
    34. 53. Paid for analysis Level 3 Level 1 Level 2
    35. 56. Questions so far
    36. 57. <ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Podcasts </li></ul><ul><li>RSS feeds </li></ul>
    37. 59. <ul><li>57% </li></ul><ul><li>have joined </li></ul><ul><li>a social </li></ul><ul><li>network </li></ul>
    38. 62. 600 million users 100+ million mobile WORLDWIDE
    39. 63. Over 24 million users 11+ million daily UK STATS
    40. 65. <ul><li>Your homepage on Facebook </li></ul><ul><li>Messages, photos, videos, events </li></ul><ul><li>Interact with users </li></ul><ul><li>Fans see your page updates in newsfeed </li></ul>
    41. 66. <ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul>
    42. 67. <ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship status </li></ul><ul><li>Relationship interests </li></ul><ul><li>Languages </li></ul>
    43. 68. <ul><li>Add the ‘like button’ to your </li></ul><ul><li>website and emails </li></ul>
    44. 69. Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
    45. 74. <ul><li>83% </li></ul>have watched video clips
    46. 76. Using video for business 10 great ideas!
    47. 80. 4,000,000,000 The number of photos archived on Flickr.com
    48. 83. 200,000,000 blogs
    49. 85. S ource: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
    50. 87. tools
    51. 89. Who I follow…
    52. 95. Branded geo-location services
    53. 98. QR codes
    54. 100. Some things to do
    55. 101. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
    56. 102. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
    57. 103. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
    58. 104. <ul><li>NEVER </li></ul><ul><li>FORGET </li></ul><ul><li>THE </li></ul><ul><li>BASIC </li></ul><ul><li>RULES </li></ul>
    59. 105. #1 Set Objectives
    60. 106. #2 Listen
    61. 107. #3 Relinquish control
    62. 108. #4 engage
    63. 109. #5 measure
    64. 110. “ Marketing”
    65. 111. “ Advertising”
    66. 112. “ Public Relations”
    67. 113. “ Social Media Marketing”
    68. 114. Testing the Methodology
    69. 115. “ White Christmas”
    70. 116. Some reading material...
    71. 119. Sue Anstiss 01628 630363 [email_address] @sueanstiss http://uk.linkedin.com/in/sueanstiss www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com

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