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Step into Social Media February 2011

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Step into Social Media February 2011

  1. 1. Sue Anstiss January 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. 29. But how do we get started?
  17. 30. 10 Keys to Social Media success
  18. 31. 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>
  19. 32. 2. Have a strategy
  20. 33. Photo by Utne.com HOPE IS NOT A STRATEGY.
  21. 36. 3. Listen
  22. 38. <ul><li>Find where your audience is participating and indentify the influencers </li></ul><ul><li>Read industry blogs </li></ul><ul><li>Google your company name & your competition </li></ul><ul><li>Use free tools that can help you listen </li></ul>
  23. 41. <ul><li>Avoid puffery </li></ul><ul><li>Avoid evasion and lying </li></ul><ul><li>Admit your mistakes right away </li></ul>
  24. 44. 5. Give generously
  25. 45. <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>
  26. 46. Relinquish control
  27. 47. <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>
  28. 48. <ul><li>Don’t try to delete or remove criticism </li></ul><ul><li>Listen to your detractors </li></ul><ul><li>Admit your shortcomings </li></ul><ul><li>Work openly towards an explanation and solution </li></ul>
  29. 49. <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>
  30. 50. <ul><li>Get buy in from the organisation </li></ul><ul><li>Convince senior team that social media is relevant to you </li></ul><ul><li>‘ Divide and conquer’ within your team </li></ul><ul><li>Recruit more help if needed </li></ul>
  31. 51. 10. Measure results
  32. 52. www.google.com/analytics
  33. 53. Free analytics to measure success
  34. 54. Facebook offers unique analytics Standard Reporting Standard Impression, Clicks, Video Plays Facebook Enhanced Reporting Engagement report Lexicon measures ‘buzz’ and sentiment on Facebook Page report Pulse Data reports the interests of your fans
  35. 55. Paid for analysis Level 3 Level 1 Level 2
  36. 58. Questions so far
  37. 59. <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>
  38. 61. <ul><li>57% </li></ul><ul><li>have joined </li></ul><ul><li>a social </li></ul><ul><li>network </li></ul>
  39. 64. 600 million users 100+ million mobile WORLDWIDE
  40. 65. Over 24 million users 11+ million daily UK STATS
  41. 67. <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>
  42. 68. <ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul>
  43. 69. <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>
  44. 70. <ul><li>Make you website more social by integrating with Facebook </li></ul>
  45. 71. <ul><li>Add the ‘like button’ to your </li></ul><ul><li>website and emails </li></ul>
  46. 72. Events Wall Info Photos Shop News Polls Reviews
  47. 73. <ul><li>Create a page to promote your brand </li></ul><ul><li>Attract more fans with a contest </li></ul><ul><li>Encourage a discussion and participate frequently </li></ul><ul><li>Share and add value for your fans </li></ul><ul><li>Have a clear plan for content </li></ul>
  48. 74. <ul><li>Create a page and fail to maintain it </li></ul><ul><li>Use hard sell approach & talk too much about yourself </li></ul><ul><li>Censor comments </li></ul><ul><li>Spam fans with too frequent messages </li></ul><ul><li>Believe that ‘if you build it they will come’ </li></ul>
  49. 75. Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
  50. 80. <ul><li>83% </li></ul>have watched video clips
  51. 82. Using video for business 10 great ideas!
  52. 84. <ul><li>Showcase events </li></ul><ul><li>Meet people </li></ul><ul><li>Behind the scenes shots </li></ul><ul><li>Competitions </li></ul><ul><li>Reveal new products </li></ul><ul><li>Encourage customers to share </li></ul>
  53. 86. 4,000,000,000 The number of photos archived on Flickr.com
  54. 89. 200,000,000 blogs
  55. 91. <ul><li>Transparent </li></ul><ul><li>Relevant </li></ul><ul><li>Be active </li></ul><ul><li>Engage in dialogue </li></ul><ul><li>Lots of links </li></ul>
  56. 92. S ource: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
  57. 93. <ul><li>Personal broadcast system </li></ul><ul><li>Marketing, public relations and customer service </li></ul><ul><li>Give your brand a voice within the community </li></ul><ul><li>Share timely information </li></ul><ul><li>Personify your brand </li></ul>
  58. 94. 1,105% year on year growth
  59. 95. tools
  60. 97. Who I follow…
  61. 99. <ul><li>Find and share useful content </li></ul><ul><li>Pose questions and reply to others </li></ul><ul><li>Keep it fun - put a friendly face on your brand </li></ul><ul><li>Use a photo and keep your bio complete & updated </li></ul><ul><li>Know what people are saying about your brand </li></ul>
  62. 100. <ul><li>DON’T… </li></ul><ul><li>Sound like a press release – you’re in a social space </li></ul><ul><li>Spam with constant links to your website </li></ul><ul><li>Post useless information – who cares what you had for lunch </li></ul><ul><li>Worry that you don’t have many followers… it takes time </li></ul><ul><li>Follow thousands of people just to get more followers </li></ul>
  63. 102. <ul><li>Share locations </li></ul><ul><li>Reward attendance </li></ul><ul><li>Leave recommendations </li></ul><ul><li>Link to other people </li></ul>
  64. 105. Branded geo-location services
  65. 108. The future…?
  66. 110. Some things to do
  67. 111. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
  68. 112. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
  69. 113. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
  70. 114. <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>
  71. 115. #1 Set Objectives
  72. 116. #2 Listen
  73. 117. #3 Relinquish control
  74. 118. #4 engage
  75. 119. #5 measure
  76. 120. “ Marketing”
  77. 121. “ Advertising”
  78. 122. “ Public Relations”
  79. 123. “ Social Media Marketing”
  80. 124. Testing the Methodology
  81. 125. “ White Christmas”
  82. 126. Some reading material...
  83. 130. 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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