how to harness social media case studies

The power of social media …and how your business can benefit

Ian Miller, Search Director@millerian

• Ian Miller, Search Director at Crafted

• Full service digital agency with a team of 40+

• Dedicated search team spanning social media, organic SEO, online advertising, analytics, copy

• Clients across a wide range of industries

Hello @millerian

crafted.co.uk @craftedmedia

What is social media?

crafted.co.uk @craftedmedia

What is social media?

crafted.co.uk @craftedmedia

But really it’s just a conversation

crafted.co.uk @craftedmedia

Easy to be impressed

• 1 in 7 of the earth’s population is an active Facebook user

• LinkedIn has 161 million members in 200 countries

• 100,000 messages are posted to Twitter every minute

• YouTube has 92 billion page views a month

• Over 20% of teens log into Facebook more than 10 times a day

Big numbers

crafted.co.uk @craftedmedia

But…

crafted.co.uk @craftedmedia

http://www.flickr.com/photos/garryknight/

“People commonly use statistics like a drunk uses a lamp post; for support rather than illumination.”

Mark Twain

The company

• Only 44% of customer questions on Twitter are answered within 24 hours

• 55% of companies ignore all customer feedback on Twitter and Facebook

• 42% of employers ban social media within the workplace

The customer

• Social media users who receive excellent customer service from brands spend on average 21% more than non-social customers

• 59% of Pinterest users have purchased an item they saw on the site

• 33% of Facebook users have purchased an item or service they saw on their news feed or a friend’s wall

So here are some that matter

crafted.co.uk @craftedmedia

How does my business get it right?

crafted.co.uk @craftedmedia

http://www.flickr.com/photos/pasukaru76

What your business is

interested in

What your customers

are interested in

So who’s done it well?

crafted.co.uk @craftedmedia

http://www.flickr.com/photos/pasukaru76

So who’s done it well?

crafted.co.uk @craftedmedia

So who’s done it well?

crafted.co.uk @craftedmedia

Think about the intersection of interest

• Social is meant to be shared, so why should it be?

• Are you adding value?

• Is there a call to action, or next step?

• Marketing or customer service, please pick one

• 100% commit

What do they have in common?

crafted.co.uk @craftedmedia

What could go wrong?

crafted.co.uk @craftedmedia

What could go wrong?

crafted.co.uk @craftedmedia

All is not lost..

crafted.co.uk @craftedmedia

Don’t interrupt conversations

crafted.co.uk @craftedmedia

Be careful, but not worried

• Think of how your message will be perceived, not how you meant it

• Social media is like a dinner party. Don’t be too loud, too boring or be self obsessed.

• Consider your audience, and what need you’re meeting

• Your customers are worried about themselves, not about your business

What can go wrong?

crafted.co.uk @craftedmedia

It can be used for good

crafted.co.uk @craftedmedia

Leverage the opportunity

crafted.co.uk @craftedmedia

Leverage the opportunity

crafted.co.uk @craftedmedia

Leverage the opportunity

crafted.co.uk @craftedmedia

3185 shares1545 tweets

Recommended reading

crafted.co.uk @craftedmedia

The important bits

• Activity needs to resonate with the consumer

• Consider social a customer service medium

• You need to measure social, but define your metrics. Remember, time isn’t free

• The business needs to empower people, not restrict

• It doesn’t have to be big-brand big ideas, keeping it simple works

5 things to take away

crafted.co.uk @craftedmedia

Ian Miller

Search Director

ian.miller@crafted.co.uk

Ipswich Studio

32 Fore Street,

Ipswich, IP4 1JU

T. +44 (0) 1473 213222

E. hello@crafted.co.uk

www.crafted.co.uk

Thank you for listening

Any questions?