Overview

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A social media overview which should be able to be understood without a presenter.

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  • 7 steps! 7 habits of highly effective people
  • Overview

    1. 1. SOCIAL MEDIA what you need to know
    2. 2. <ul><li>As the sophistication of the ‘creative’ used in marketing an communications has increased from this... </li></ul>
    3. 4. <ul><li>...to this... </li></ul>
    4. 6. <ul><li>...it is staggering that the ROI from your marketing has gone down. </li></ul><ul><li>Particularly when segmentation has gone from this... </li></ul>
    5. 8. <ul><li>...to this. </li></ul>
    6. 10. <ul><li>Or is it? </li></ul><ul><li>Unfortunately what was segmentation has now become fragmentation. </li></ul><ul><li>With the average person being exposed to 3000+ messages very single day. </li></ul>
    7. 11. <ul><li>With all of our competitors (and often us) doing this... </li></ul>
    8. 13. <ul><li>...is it any wonder people stitch-off to our message? </li></ul>
    9. 14. <ul><li>Well, they needn’t. </li></ul><ul><li>With Social Media you have at your disposal a series of tools which allow you to engage your customers and prospects in a way never before possible. </li></ul>
    10. 16. <ul><li>Myth no. 1. </li></ul><ul><li>Social Media is used mostly by... </li></ul>
    11. 17. young people
    12. 18. <ul><li>Wrong! </li></ul><ul><li>The fastest growing segment in social media users is now more mature people. </li></ul>
    13. 19. <ul><li>Myth No. 2 </li></ul><ul><li>Social Media is free. </li></ul>
    14. 20. <ul><li>Wrong! </li></ul><ul><li>Whilst you don’t need to pay for print or advertising you do need to invest time. This means that you have largely moved costs from one area to another. </li></ul><ul><li>But, the reason to use social media isn’t this anyway. </li></ul>
    15. 21. <ul><li>Social Media enables you to have a dialogue with others in a way which hasn’t been possible before. </li></ul><ul><li>For this reason companies with really BIG budgets are interested in Social Media. </li></ul>
    16. 22. “ The old model was informing, persuading and reminding... the new model is demonstrating, involving and empowering.” Mitch Matthews, Head of Marketing, Microsoft
    17. 23. <ul><li>91% say that customer reviews are #1 aid to buying decisions. </li></ul><ul><li>JC Williams Group </li></ul>Of all online users: Source: Market Tools, August/September 2008 Insight Report 87% trust a friend’s recommendation over a critic’s review Marketing Sherpa 3 times more likely to trust peer opinions over advertising for purchasing decisions. Jupiter Research 33% visit social media sites to engage in product research before making a purchasing decision. 47% say that social media sites influence their decisions to purchase specific brands or services 26% changed their minds about purchasing a product after reading about is on a social media site Of all active social media users:
    18. 24. <ul><li>Whilst it isn’t primarily about cost, there is a fantastic levelling with this technology. </li></ul><ul><li>Since the earliest days of media, the cost of mass market penetration has grown </li></ul><ul><li>EVERY SINGLE YEAR </li></ul>
    19. 26. <ul><li>Until the advent of social media when it has fallen to almost zero. </li></ul>
    20. 27. What should I do?
    21. 28. 6 Steps: <ul><li>Get educated </li></ul><ul><li>Listen </li></ul><ul><li>Find your voice </li></ul><ul><li>Define success </li></ul><ul><li>Participate </li></ul><ul><li>Measure </li></ul>
    22. 29. <ul><li>1. Get educated </li></ul>
    23. 30. <ul><li>Learn about the various platforms you may need to use and identify where your likely targets are lurking. </li></ul>
    24. 32. <ul><li>Google alerts </li></ul><ul><li>search </li></ul><ul><ul><li>twitter </li></ul></ul><ul><ul><li>linkedIn </li></ul></ul><ul><li>lithium insights </li></ul><ul><li>Radian6 </li></ul>
    25. 33. <ul><li>2. Listen </li></ul>
    26. 35. <ul><li>Social Media is primarily a platform for listening NOT talking. </li></ul><ul><li>Hear what people are talking about and join in DON’T just start shouting. </li></ul>
    27. 36. <ul><li>3. Find your voice </li></ul>
    28. 37. <ul><li>Ensure that your Social Media personality exactly reflects who you or the company are. </li></ul>
    29. 39. <ul><li>4. Define success </li></ul>
    30. 40. <ul><li>Success is not about followers, so if you are basing your strategy on gaining followers you are wasting your time...and money. </li></ul>
    31. 42. <ul><li>You must decide on what you want to get back - sales, brand awareness, market intelligence, customer loyalty. </li></ul><ul><li>Then you must benchmark and measure. </li></ul>
    32. 43. ROI
    33. 45. <ul><li>5. Participate </li></ul>
    34. 46. <ul><li>You need to join-in. </li></ul>
    35. 48. <ul><li>Identify which conversations are going on, and which you can add value to, then gently join in. </li></ul><ul><li>Remember that conversations look like this... </li></ul>
    36. 50. <ul><li>...and this... </li></ul>
    37. 52. <ul><li>...and this... </li></ul>
    38. 54. <ul><li>...they do NOT look like this... </li></ul>
    39. 56. <ul><li>6. Measure </li></ul>
    40. 57. <ul><li>If you haven’t put in place some kind of measurement strategy agains your success criteria you are WASTING YOUR TIME! </li></ul><ul><li>Would you employ a salesman and never check to see if they’d sold anything? </li></ul><ul><li>No, and this should be no different. </li></ul>
    41. 58. <ul><li>There are lots of tools out there to help you measure, some are free, some are cheap, some are expensive, but measure you must. </li></ul>
    42. 60. <ul><li>Some companies have got it very right, and some very wrong, but if you follow a simple plan and don’t forget to apply the same diligence to social media that you would to any other aspect of your business, you should be OK! </li></ul>
    43. 61. success & failure
    44. 62. <ul><li>By the time you see a </li></ul><ul><li>Bandwagonit’s too late. </li></ul><ul><li>Sir James Goldsmith </li></ul>
    45. 63. <ul><li>To find out more, contact: </li></ul><ul><li>www.grayuk.com </li></ul><ul><li>[email_address] </li></ul><ul><li>020 8144 5805 </li></ul>

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