Social media for business

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Social media for business

  1. 1. Social Media - Turning New Technologies into Business Tools <br />Tim Wheatcroft <br />General Manager, San Diego<br />Allison & Partners Public Relations<br />
  2. 2. agenDA<br /><ul><li>What is social media?
  3. 3. Who’s using it?
  4. 4. How can companies use it?
  5. 5. Why should you use it?
  6. 6. How and what to do?
  7. 7. What if it goes wrong?
  8. 8. Questions</li></li></ul><li>WHAT IS SOCIAL MEDIA?<br />“Social media is a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds and pictures which are typically shared via the Internet and the value can be cultural, societal or even financial.<br />Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.”<br />Wikipedia definition<br />
  9. 9. WHAT DOES THAT REALLY MEAN FOR YOU?<br /><ul><li>Social media is (or at least can be) a tool for companies to interact with customers and influencers.
  10. 10. It enables organizations to create a community around their brands.
  11. 11. It provides a tool for organizations to speak directly to, and receive feedback from, individuals.
  12. 12. It provides an authentic voice for organizations.
  13. 13. It enables organizations to show their personality.</li></li></ul><li>WHO IS USING SOCIAL MEDIA? - INDIVIDUALS<br />Twitter: <br />75m users <br />(10-15m active)<br />Facebook: <br />400m+ users <br />(50% log in every day)<br />Sources: Comscore / iStrategy Labs<br />
  14. 14. WHO IS USING SOCIAL MEDIA? - COMPANIES <br />Source: Econsultancy /Online Marketing Summit<br />
  15. 15. HOW CAN COMPANIES BENEFIT FROM SOCIAL MEDIA? <br />Only 15% of companies are measuring the impact of Twitter and Facebook on their brand perception, 18% measure customer satisfaction, and 25% understand the benefits to their brand awareness.<br />Source: Econsultancy / Online Marketing Summit<br />
  16. 16. HOW CAN COMPANIES BENEFIT FROM SOCIAL MEDIA? <br /><ul><li>Customer service: Engaging in discussion with customers and monitoring discussions e.g. Comcast
  17. 17. Providing tips, offers and enhancing the overall user experience: e.g. Johnny Rockets,Starbucks
  18. 18. PR / corpcomms: Keeping users and fans up to date on what’s going on at the company - e.g. Southwest Airlines
  19. 19. Profile building: Positioning the company and its executive team as connected, thought-leaders – e.g. Zappo’s CEO, Tony Hsieh
  20. 20. Engaging with influencers: Communicating with other thought-leaders in your field</li></li></ul><li>Case study: building a passion for duke’s online<br />Situation<br />Establish legacy brand in new markets and combat lagging distribution in legacy markets by extending its reach online, allowing consumers to share their talents, recipes and memories, while offering them an opportunity to win prizes.<br />Insight<br />Bring an old fashioned tactic – a jingle contest – to the masses with a contemporary twist, collecting entries on YouTube; build a Facebook page and Twitter handle to spread the word virally and create an online home for the brand’s fan base. <br />Results<br />Duke’s sales increased by six percent in its core markets and more than 10 percent in its new markets during the course of the campaign. The contest generated more than 7 million impressions in key Duke’s markets; feature stories on the finalists appeared in nine regional papers; and more than 400,000 votes in online jingle vote‐off. The brand has more than 3,000 active, engaged Facebook fans who post comments moments after new information is posted to the page.<br />
  21. 21. Case study: Creating connectivity for PHILOSOPHY <br />Situation<br />philosophy engaged Allison & Partners to assist with managing the launch of its new fragrance, unconditional love, and create a deeper connectivity for the brand with its community online.<br />Insight<br />Allison & Partners developed a fully integrated social media and digital strategies campaign including the update and management of the philosophy Facebook fan page and the launch of the most loving site on the Web, philosophygiveslove.com – a non-sales driven site where the philosophy community can give and receive love through stories, e-cards, music, a blog, and more.<br />Results<br /><ul><li>The Facebook fan page gained 6,000 fans in under four months
  22. 22. Visitors submitted more than 500 love stories on philosophygiveslove.com in under two weeks
  23. 23. 3,400 requests for a free sample of unconditional love
  24. 24. Virtual gift of unconditional love has been given more than 850 times
  25. 25. Nearly 50,000 Facebook Fan page views and micro-site visits </li></li></ul><li>WHY SHOULD YOU GET INTO SOCIAL MEDIA?<br />It’s a low(ish)-cost way of communicating with your audience.<br />It allows you to speak directly with influencers without any filter.<br />It can position you or your company as thought leaders in the market.<br />It can help attract new talent to the company.<br />It allows the company and individual employees to demonstrate their personality.<br />
  26. 26. GETTING INTO IT – QUESTIONS TO ASK YOURSELF<br />What is it you’re looking to achieve?<br />Can this be achieved through using social media?<br />What are your competitors doing?<br />What type of social media does your audience consume?<br />What value can you provide?<br />Who will be responsible for managing your presence? Do they (or you) have time to do so?<br />What are your priorities?<br />Does having less than 100% control concern you?<br />
  27. 27. What platforms work best for you?<br />
  28. 28. MAKING YOUR SOCIAL MEDIA PRESENCE FRUITFUL<br />Ensure you pass the ACES test – be Authentic, Credible, Ego-free and Sincere. Transparency is paramount.<br />Keep your presence constant – don’t peter out.<br />Get your company’s ducks in a row – set ground rules.<br />Don’t try and do too much at first – work out how much you have time for and stick at it.<br />Mingle – don’t broadcast.<br />Reach out – don’t expect everyone to find you.<br />Don’t expect huge results overnight.<br />
  29. 29. WHAT TO DO: TWITTER<br />Start following influencers in your market and respond to them as appropriate.<br />Follow people as appropriate. Not everyone, but stay in the conversation.<br />Respond to other posts: engage your audience – it makes them feel closer to the brand (or individual).<br />Vary the content as needed.<br />Talk about the market: if you are seeing trends in your industry, talk about them. <br />Share personal anecdotes: build a personality and position yourself closer to your audience. <br />Try to post / check-in at least daily – ensure you stay relevant and respond in a timely manner.<br />
  30. 30. WHAT TO DO: LINKEDIN<br />Ensure all details on your corporate home page are accurate.<br />Encourage staff to rejoin relevant trade / industry area groups.<br />Contribute to discussions, answer questions: position yourself as an expert in the market<br />Use as a recruiting tool – search by job title, company name, etc.<br />Don’t just collect relationships – keep it authentic.<br />
  31. 31. WHAT TO DO: FACEBOOK<br />Create a page, not an individual profile.<br />Make the page interactive – interact with your “fans.”<br />Post a variety of content – links, photos, company information.<br />Maintain a regular presence to keep your “fans” connected and interested.<br />Moderate, but don’t delete negative comments unless really necessary.<br />
  32. 32. WHAT TO DO: BLOG<br />Try to post relatively frequently – at least once a week.<br />Keep the posts short, interesting and relevant.<br />Controversy = interesting.<br />Invite comments and respond to them.<br />Link to your blog (as well as your other social media assets) from your home page to drive traffic.<br />Comment on other sites as appropriate.<br />
  33. 33. FAILING<br />Remember that even if you delete it, Google may well have cached it.<br />Have a crisis plan in place.<br />Not everyone will be a fan and. Accept it. <br />If you do something wrong – admit to it and make amends.<br />Take solace that bigger companies than you have messed up in a much worse, and more spectacular fashion.<br />
  34. 34. TAKE AWAYS<br />Don’t just get into social media for the sake of it – have a goal in mind and work towards it.<br />Don’t take on more than you can deal with.<br />Know your audience.<br />Be prepared to fail.<br />Remember it’s still an emerging area.<br />Have fun.<br />
  35. 35. timw@allisonpr.com<br />twitter.com/tweetcroft<br />linkedin.com/in/timwheatcroft<br />facebook.com/wheatcroft<br />wheatcroft.net<br />(619) 533-7971<br />Download this PowerPoint at: slideshare.net/tjwheatcroft<br />

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