Ten Keys to using Social Media Successfully - LIW 2010

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Ten Keys to using Social Media Successfully

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Ten Keys to using Social Media Successfully - LIW 2010

  1. 1. getting started with social media<br />Sponsored by: <br />
  2. 2. what is social media?<br />
  3. 3. Is it this?<br />
  4. 4. It’s actually this….<br />
  5. 5. Powered by this…<br />
  6. 6. Social media is not a strategy or a tactic – it’s simply a channel.<br />
  7. 7. Social media is a conversation online.<br />Look who’s talking:<br />your customers<br />your employees<br />your investors<br />your critics<br />your fans<br />your competition.... <br />anyone who has internet access and an opinion.<br />
  8. 8. 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 />
  9. 9.
  10. 10. butdoes Social Media work?<br />
  11. 11. Social media influences behaviour <br />91% say consumer reviews are their top aid to buying decisions <br />87% trust a friend’s recommendation over critic’s review <br />People are 3times more likely to trust peer opinions over advertising for purchasing decisions<br />* Slide courtesy of Digital Influence Group<br />
  12. 12. Mavens<br />Selectives<br />Butterflies<br />Wallflowers<br />Engagement dbase July 2009 – Top100 Brands<br />Wetpaint & Allimeter<br />
  13. 13. Engagement correlates with performance<br />
  14. 14. 10 Keysto Social Media success<br />
  15. 15. 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 />
  16. 16. 2. Make a plan<br />1. Discovery – explore what’s out there<br />2. Strategy – opportunities & objectives<br />3. Skills – identify internal resources & gaps<br />4. Execution – tools & process<br />5. Maintenance – monitor, measure <br />& adapt <br />Source: 5 Phases of Social Media Marketing<br />http://socialcomputingjournal.com/viewcolumn.cfm?colid=789<br />
  17. 17. 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 />
  18. 18.
  19. 19. 4. Be transparent & honest <br />Avoidpuffery<br />Avoid evasionand lying<br />Admit your mistakes right away<br />
  20. 20. 5. Share your content<br />Don’t be afraid to share<br />Make your content easy to share<br />Incorporate tools that promote sharing<br />
  21. 21. 6. Be generous<br />Think like a contributor, not a marketer<br />Consider what is relevant to your community<br />Promote other people’s content if it interests you<br />
  22. 22. 7. Be personal and act like a person<br />Don't shoutDon't broadcastDon’t brag<br />Speak like yourself <br />Personify your brand<br />
  23. 23. 8. 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 />
  24. 24. 9. 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 />
  25. 25. 10. 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 />
  26. 26. 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 />
  27. 27. Social networking sites<br />
  28. 28. Facebook<br />Fastest growing social network<br />24 million members in UK<br />Powerful tools to engage and understand your audience<br />
  29. 29. 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 />
  30. 30. Facebook Advertising<br />Facebook ads give you the ability to advertise directly to specific demographic groups <br />
  31. 31. 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 />
  32. 32. Facebook Advertising – Analytics<br />Facebook Insights provides information about your ad campaign<br />Use this information improve your campaign<br />
  33. 33. Facebook Connect<br />Make you website more social by integrating with Facebook<br />
  34. 34. Like buttons to attract fans<br />Add the ‘like button’ to your <br />website and emails<br />
  35. 35. 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 />
  36. 36. 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 />
  37. 37. Getting the best from blogs<br />Transparent<br />Relevant<br />Be active<br />Engage in dialogue<br />Lots of links<br />
  38. 38. 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 />
  39. 39.
  40. 40. 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 />
  41. 41. 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 />
  42. 42. Using video sharing in business<br />Instructional<br />Meet the team<br />Behind the scenes<br />Events<br />Testimonials<br />Entertain<br />
  43. 43. 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 />
  44. 44.
  45. 45.
  46. 46. Free analytics to measure success<br />
  47. 47. Photo sharing for business <br /><ul><li>Showcase events
  48. 48. Meet people
  49. 49. Behind the scenes shots
  50. 50. Run competitions
  51. 51. Reveal new products
  52. 52. Encourage customers to share</li></li></ul><li>
  53. 53.
  54. 54. The future… geo-location services<br />Share locations<br /> Reward attendance<br />Leave recommendations<br />Link to other people<br />
  55. 55.
  56. 56.
  57. 57.
  58. 58. The future?<br />
  59. 59. 10 keys to success<br />
  60. 60. 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 />Be generous <br />See criticism as an opportunity<br />Be proactive <br /> Accept you can’t do it all yourself<br />
  61. 61.
  62. 62. Sue Anstiss 01628 630363sue@promotepr.com<br />@sueanstiss linkedin.com/in/sueanstiss<br />www.promotepr.com <br />

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