Step into Social Media November 2010

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  • 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.”
  • 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
  • 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
  • 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
  • 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.
  • 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
  • 83% of those using the internet have watched video clips
  • 83% of those using the internet have watched video clips
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Research from Universal McCann shows that of those using the internet 73% have read a blog
  • Step into Social Media November 2010

    1. 1. Step into Social Media<br />Sue Anstiss<br />November 2010<br />
    2. 2. social >media<br />Hint: Share some stuff.<br />
    3. 3. Quick bit about you...<br />Your experience of social media?<br />What you’d like from today?<br />
    4. 4. 1970<br />1752<br />1916<br />1930’s<br />2010<br />First newspaper published<br />Computer<br />TV<br />Radio <br />
    5. 5. The old communication model was amonologue.<br />
    6. 6. The average person is exposed to<br />3000<br /> advertising messages/day<br />
    7. 7. The new communication modelis adialogue.<br />
    8. 8. what is social media?<br />
    9. 9. Is it this?<br />
    10. 10. It’s actually this….<br />
    11. 11. Powered by this…<br />
    12. 12. Social media...<br />People using tools(like blogs and video)& sites (like Facebook and Flickr)to share content and have conversations online.<br />
    13. 13. How can Social Media be used?<br />It’s not just marketing…<br />Generating sales leads<br />Product development<br />Customer support<br />Internal knowledge<br />Market & customer feedback<br />Rapid sharing<br />Executive leadership & visibility<br />Branding<br />
    14. 14. Whyshould we care<br />
    15. 15. BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS<br />Nielsen, Global Faces & Networked Places, 2009 <br />Photo by sinulog 2006 at Flickr<br />
    16. 16. BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009<br />
    17. 17. butdoes Social Media work?<br />
    18. 18. Mavens<br />Selectives<br />Butterflies<br />Wallflowers<br />Engagement dbase July 2009 – Top100 Brands<br />Wetpaint & Allimeter<br />
    19. 19. Engagement correlates with performance<br />
    20. 20.
    21. 21.
    22. 22.
    23. 23.
    24. 24. The Old Spice Guy goes viral<br />Fastest ever growing online viral video campaign<br />6.7 million views after 24 hours<br />23 million views after 36 hours<br />Isaiah Mustafa replied to 186 online comments and questions<br />Sales increased by 107%<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28. But how do we get started?<br />
    29. 29. 10 Keysto Social Media success<br />
    30. 30. 1. Experiment with social media<br />Experiment personally before professionally<br />Try a variety of social media tools<br />Be yourself, make some friends, and share<br />
    31. 31. 2. Have a strategy<br />
    32. 32. HOPE IS NOT A STRATEGY.<br />Photo by Utne.com<br />
    33. 33.
    34. 34.
    35. 35. 3. Listen<br />
    36. 36.
    37. 37. 3. Listen<br />Find where your audience is participating and indentify the influencers<br />Read industry blogs<br />Google your company name & your competition<br />Use free tools that can help you listen<br />
    38. 38.
    39. 39.
    40. 40. 4. Be transparent & honest <br />Avoidpuffery<br />Avoid evasion and lying<br />Admit your mistakes right away<br />
    41. 41.
    42. 42.
    43. 43. 5. Give generously<br />
    44. 44. 5. Share your content<br />Don’t be afraid to share<br />Make your content easy to share<br />Think like a contributor & not a marketer<br />
    45. 45. Relinquish<br />control<br />
    46. 46. 6. Be personal and act like a person<br />Don't shoutDon't broadcastDon’t brag<br />Speak like yourself <br />Personify your brand<br />
    47. 47. 7. See criticism as an opportunity<br />Don’t try to delete or remove criticism <br />Listen to your detractors<br />Admit your shortcomings<br />Work openly towards an explanation and solution<br />
    48. 48. 8. Be proactive <br />Don’t wait until you have a campaign to launch - start planning and listening now<br />Build relationships so they’re ready when you need them<br />
    49. 49. 9. Accept you can’t do it all yourself<br />Getbuy in from the organisation<br />Convince senior team that social media is relevant to you<br />‘Divide and conquer’ within your team<br />Recruit more help if needed<br />
    50. 50. 10. Measure results<br />
    51. 51. www.google.com/analytics<br />
    52. 52. Free analytics to measure success<br />
    53. 53. Facebook offers unique analytics<br />Standard Reporting<br />Facebook Enhanced Reporting<br />Engagement report<br />Page report<br />Standard Impression, Clicks, Video Plays<br />Lexicon measures ‘buzz’ and sentiment on Facebook<br />Pulse Data reports the interests of your fans<br />
    54. 54. Paid for analysis<br />Level 2<br />Level 3<br />Level 1<br />
    55. 55.
    56. 56.
    57. 57. Questions so far<br />
    58. 58. So many social media tools<br />Social Networks<br />News & Bookmarking<br />Blogs<br />Microblogging<br />Video Sharing<br />Photo Sharing<br />Message boards<br />Wikis<br />Virtual Reality<br />Social Gaming<br />Podcasts<br />RSS feeds<br />
    59. 59. Social networking sites<br />
    60. 60. 57% <br />have joined <br />a social <br />network<br />
    61. 61.
    62. 62. WORLDWIDE<br />500 million users<br />100+ million mobile<br />
    63. 63. UK STATS <br />Over 24 million users<br />11+ million daily<br />
    64. 64. Fastest growing social network<br />24 million members in UK<br />Powerful tools to engage and understand your audience<br />
    65. 65. Facebook Pages<br />Your homepage on Facebook<br />Messages, photos, videos, events <br />Interact with users<br />Fans see your page updates in newsfeed<br />
    66. 66. Groups<br />Applications<br />Pages<br />Messages<br />Photos<br />Events<br />Video<br />Comments<br />
    67. 67. Facebook Advertising<br />Facebook ads give you the ability to advertise directly to specific demographic groups <br />
    68. 68. Facebook Advertising - Targeting<br />Location<br />Age<br />Sex<br />Keywords (appear in your users profile)<br />Education<br />Workplace<br />Relationship status<br />Relationship interests<br />Languages<br />
    69. 69. Facebook Connect<br />Make you website more social by integrating with Facebook<br />
    70. 70. Like buttons to attract fans<br />Add the ‘like button’ to your <br />website and emails<br />
    71. 71. things to do…<br />Create a pageto promote your brand<br />Attract more fans with a contest <br />Encourage a discussion and participate frequently <br />Share and add value for your fans<br /> Have a clear plan for content<br />
    72. 72. please don’t…<br />Create a page and fail to maintain it<br />Use hard sell approach & talk too much about yourself<br />Censor comments<br />Spam fans with too frequent messages <br />Believe that ‘if you build it they will come’<br />
    73. 73. Over 55 million members <br />In over 200 countries around the world <br />A new member joins LinkedIn every second<br />
    74. 74.
    75. 75.
    76. 76. Using video sharing in business<br />
    77. 77. 83% <br />have watched video clips<br />
    78. 78.
    79. 79.
    80. 80. Using video for business<br />10 great ideas!<br />
    81. 81.
    82. 82. Photo sharing for business <br /><ul><li>Showcase events
    83. 83. Meet people
    84. 84. Behind the scenes shots
    85. 85. Run competitions
    86. 86. Reveal new products
    87. 87. Encourage customers to share</li></li></ul><li>
    88. 88. 4,000,000,000<br />The number of photos archived on Flickr.com <br />
    89. 89.
    90. 90.
    91. 91. 200,000,000<br />blogs<br />
    92. 92.
    93. 93. Getting the best from blogs<br />Transparent<br />Relevant<br />Be active<br />Engage in dialogue<br />Lots of links<br />
    94. 94. 73% <br />of active online users have read a blog<br />Source: Universal McCann Comparative Study on Social Media Trends April 2008<br />
    95. 95. Twittering for business<br />Personal broadcast system<br />Marketing, public relations and customer service <br />Give your branda voice within the community<br />Share timely information<br />Personify your brand<br />
    96. 96. 1,105% year on year growth<br />
    97. 97. Nearly 75 million people visited the Twitter site in January 2010…<br />
    98. 98. 1.2 billion Tweets – in January 2010 <br />
    99. 99. tools<br />
    100. 100.
    101. 101. Who I follow…<br />
    102. 102.
    103. 103. getting you started…<br />Find and share useful content<br />Pose questions and reply to others<br />Keep it fun - put a friendly face on your brand<br />Use a photo and keep your bio complete & updated<br />Know what people are saying about your brand<br />
    104. 104. things to avoid<br />DON’T…<br />Sound like a press release – you’re in a social space<br />Spam with constant links to your website<br />Post useless information – who cares what you had for lunch<br />Worry that you don’t have many followers… it takes time<br />Follow thousands of people just to get more followers<br />
    105. 105.
    106. 106. The future… geo-location services<br />Share locations<br /> Reward attendance<br />Leave recommendations<br />Link to other people<br />
    107. 107.
    108. 108.
    109. 109. Branded geo-location services<br />
    110. 110.
    111. 111. Some things to do<br />
    112. 112. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.<br />Photo by arlen at Flickr.com<br />
    113. 113. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP<br />
    114. 114. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP<br />
    115. 115. NEVER<br /> FORGET <br /> THE <br /> BASIC<br /> RULES<br />
    116. 116. In summary…<br />Experiment with social media<br />Make a plan (& plan your content!)<br />Listen<br />Be transparent & honest <br />Share your content<br />Act like a person<br />See criticism as an opportunity<br />Be proactive <br /> Accept you can’t do it all yourself<br />Measure your results<br />
    117. 117. “Marketing”<br />
    118. 118. “Advertising”<br />
    119. 119. “Public Relations”<br />
    120. 120. “Social Media Marketing”<br />
    121. 121. Testing the Methodology<br />
    122. 122. “White Christmas”<br />
    123. 123. Some reading material...<br />
    124. 124. The future?<br />
    125. 125.
    126. 126.
    127. 127. Sue Anstiss 01628 630363sue@promotepr.com<br />@sueanstiss<br />http://uk.linkedin.com/in/sueanstiss<br />www.promotepr.com <br />Grateful thanks for help with my slides to:<br />http://bonafidemarketinggenius.com<br />

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