victorian small business festival 2012 - social media presentation - carolyn miller

Social Media & Networking

for SMEs August 2012

Welcome to the age of the

SMALL brand

What’s in store today?

What is Social Media?

Primary Social Sites

Case Studies

Rules of Engagement

How to get results

What is

SOCIAL media?

Content Technology Dialogue

The

SOCIAL trilogy

Social media is media, but not as we know it

Mass media was a one way communication

The conversation has become two way – anyone can be a contributor, facilitator,

creator or observer

The social networking phenomenon is a digital manifestation of the basic human

need for community and for sharing common interests

‘Member Communities’ have overtaken personal Email to become the

world’s fourth most popular online sector after search, portals and PC

software applications. Neilsen Data

Social Media Landscape

Social media accounts for

1 out of every 6 minutes spent online in US

Journalism.co.uk

Ideas & INFORMATION

are

Money is not the main currency of social media

Traditional & SOCIAL media are

merging

Social media

CANNOT be controlled

Creating a “community” environment eg. facebook page

Creating “distributable” content

videos, podcasts, widgets

Gather insights by monitoring conversations about your business &

people

Dialogue / comments

The Social Media Pyramid

More control

Less control

The Social Media Pyramid

Why consider social media? As in the real world,

long-lived business relationships are created through personal interaction, trust, respect, regular contact and delivering quality results and outcomes

Unquestionably: technology has changed the way we interact

Simply put, people have more opportunity to research, discuss, network and review each other, and companies or locations

20

"22% of all grandparents in the UK are using social networks. The study showed that 71% of grandparents who use a social network use Facebook, 34% are on

Twitter and 9% use the business social network LinkedIn." (Mashable via Social Media Today)

Not just for the

YOUTH

Social media is trusted as a source of information because of peer review

versus

What’s in store today?

What is Social Media?

Primary Social Sites

Case Studies

Rules of Engagement

How to get results

But what about

YOU?

Facebook: Connect to friends

Tumblr / Wordpress: Blogging sites

YouTube: Upload and share videos

Flickr / Instagram: Upload and share photographs

Twitter: Send and read grabs, share links

Linkedin: Professional networking

Google +: Challenged facebook, however a key link from google search

Pinterest: Newest photo / content sharing site

Tripadvisor: travel / restaurant reviews and links to booking

Popular mainstream sites

Facebook – July statistics

Source: http://www.socialmedianews.com.au

11,008,520 Aus users (steady)

– 13 million UAVs according to Google

Adplanner (users logging in from

multiple locations – home, work, etc).

Source: http://www.socialmedianews.com.au

21 MINUTES

40 SECONDS

per day here

People spend

Facebook (d)evolution

Monetizing the newsfeed means that the platform will continue to get less personal and meaningful as time goes on

F-commerce

Has not been proven successful, and in Australia facebook pages link back to the retailer’s ecommerce site

Why?

So why do it?

Reach & frequency

Personal interaction

Target adspace / promote post

Integrate with other marketing

Customer feedback

Low cost of entry

Targeting is the clear

WINNER here

Postcode, gender, interests, age, profession etc

Remember, addiction to technology is considered more powerful than addictions to caffeine, alcohol & chocolate

Ref: TeleNav, Aug 2011

Manage your professional profile

Connect and create contacts (current & past colleagues, clients & suppliers)

Join groups that are relevant to your work

Job postings relevant to your skillset

Join discussions and have a dialogue with peers (new or established)

Linkedin – July statistics

Source: http://www.socialmedianews.com.au

2,200,000 Aus users (up 100,000)

Avg. 8 minutes 50 seconds

per visit

Linkedin is the most prominent professional site in social media

And it’s public. People can review what my previous colleagues have said about me…

Although I can approve or deny

to post their comments

I can also see who’s been looking at my profile

And see who’s connected with a company

Why should you be on

Put a

FACE to your company

Connect with

PEERS in your industry –

advice & recommendation

Demonstrate your OTHER skills

Conduct consumer RESEARCH and polls

Increase

YOUR knowledge

Profile

YOUR company

Testimonials Personnel Expertise

International

PRESENCE

Research

YOUR prospects before you meet them

Trusted Site Open platform means people

TRUST the content

Great Search Results

Most importantly, it’s business appropriate

Everything you ever wanted to say in 140 characters or less – the premise being ‘what are you doing?’

Twitter – July statistics

Source: http://www.socialmedianews.com.au

2,114,000 Aus users (steady)

Avg. 10 minutes 50 seconds

per visit

More likely to connect with people you’ve never met: strangers, celebrities,

politicians, executives

Journalists look for stories here

Big opportunity to share links, engage on issues, learn something new

Customer relations, crisis management, thought leadership, event activation, promotional offers, brand engagement

Language of twitter is:

#hashtag

@handle

Get involved with swarm behaviour

FOLLOW the people who

you would want to

FOLLOW you

Be

discerning and

relevant in your tweets

62

Facebook has three times as many accounts as Twitter, and 20 percent of Twitter's users produce at

least 80 percent of the site's content. (Problogger)

Twitter versus facebook

So why do it?

Reach & frequency

Listen to your audience

Quick promotions

Relationship marketing

Demonstrate your expertise

Google search results

An essential tourism / hospitality site

Customer reviewed

Preference ranked

Search categories vary

Professional & customer photos

Costs nothing to set up a basic account

Trip Advisor – July statistics

Source: http://www.socialmedianews.com.au

1,060,000 Aus users (+160,000)

Avg. 8 minutes 50 seconds

per visit

"25% of hotels [are] still

ignoring social media."

(TravelClick via Econsultancy)

“Guests who read reviews prior to

booking are happier with their stay, are

more likely to recommend the hotel

after their stay and are more likely to return in

the future”

Ref: Marketmatrix

Just because

YOU’RE not talking about your

business, doesn’t meant

other people aren’t

Managing FEEDBACK is essential

So why do it?

Trust – tourists don’t know you

Listen to your clientele

Quick promotions

Raise company profile

Positive customer referral

Free for a basic account

What are the implications of social media?

People are able to review, research, interact and question more than ever before: they will do it with

or without your participation

Scary statistic: The University of Maryland study asked students

not to use media for 24 hours. A large

percentage of the students experienced symptoms similar to

drug and alcohol withdrawal

Ref: onlineeducation.net Aug 8th 2011

Social media is about participation, not disruption or intrusion

What’s in store today?

What is Social Media?

Primary Social Sites

Case Studies

Rules of Engagement

How to get results

Posts from events – she INCLUDES

her audience

Companion products

CURRENT trends

Shots in-situ, FEELS like a

friend

Posts that aren’t

SELLING

Champions a LIFESTYLE, not just her

own merchandise

Reveals

HERSELF

Shares other BRANDS

Links her marketing and is CONSISTENT

Objectives

Reaching retirement plan participants and sponsors

Creating conversations about retirement planning Building a reputation as an industry thought leader

Gathering insights in a short timeframe

How?

Prudential Retirement used ads to promote the poll to employees at companies with at least 1,000 employees, as well as plan sponsors – for instance, human resources and benefits executives.

Execution – Linkedin Poll

“Not only did we receive answers to our specific questions, but

we started a conversation with

people whose opinion we value”

Kara Segreto

Chief Marketing Officer, Prudential Retirement

Results

More than 11,000 poll responses More than 230 comments from LinkedIn members Poll feedback improves product development Greater awareness of thought leadership position

Special offer bursts, engage in current events, respond to customers, celebrity diners

Customer updates, brand ambassadors, offers, crisis management

Insider glimpses, experts, tips, sales, events

Soup of the day, menu changes, opening changes, customer feedback

CEO Havas – personal account. Interests, news, content, opinion

What’s in store today?

What is Social Media?

Primary Social Sites

Case Studies

Rules of Engagement

How to get results

You cannot

CONTROL everything in social media

1

SOCIAL MEDIA is not a

print advertisement

2

3 Social media is not necessarily

on a computer

You can

buy adspace in

social media /

promote in facebook timeline 4

But engaging

CONTENT is better currency

5

You can SHARE ideas & photos, you don’t have to generate

everything yourself

6

Remember the web is written in ink

7

So what’s in it for YOU ?

Social media is an opportunity for engagement

Strengthen brand personality

Offers/instant redemption

Reputation

Engage existing customers, reach new customers

What’s in store today?

What is Social Media?

Primary Social Sites

Case Studies

Rules of Engagement

How to get results

Define the personality of your business

Understand your audience

Consider what an interaction with your live business provides your customers

Ask yourself why people would want to connect with you? Offers? Local area news? Fashion tips? Recipes? Handyman hints? Tax advice? Ways to save money?

Establish a reason to connect

Use your existing marketing to drive people to connect with your social media platforms

Remember that social media is always on, its not something to update once a month

By the same token, don’t post crap

Create Content

Remember that people don’t want to be sold to!

Best social media practice is sharable content – something people will want to pass on

Encourage feedback

Respond and interact

Rule of thumb: Would it interest you? If not, its probably not going to be of interest to anyone else

Create Community Hubs

VIP memberships, local communities

Offers and events – link this in with your regular marketing activity

Think about ‘companion businesses’

Ensure your website is linked

Quick buttons from your website to link people back to your social media

Allow people to share content through their own accounts

Integrate your marketing

Your current database for eDM, Direct Mail, print advertising etc also can connect in social media

Different mediums serve different purposes

Don’t forget to ask people to connect with you

Consider your promotions, how might you be able to use location based services?

Manage negative feedback

Do not delete it! Transparency and honesty is imperative in social media

Address negative concerns, and show your willingness to make amends

People will forgive errors that are rectified

Find our what they’re doing – follow them on twitter, facebook etc.

Accept that they will be doing likewise with you

Connect with the competition

Check in regularly

Respond quickly to comments

Engage in conversations

Be considered in posting

Do one more thing than you are at the moment

But don’t spread yourself too thin

Start small, then upgrade

Every social media channel has a basic account and then a ‘promoted’ option

Ask your customers to CONNECT

Ask for the review, the like, the follow, the referral

Include it on your other marketing collateral

The marketing

LOOP

can be closed both ways

Use social media as a referral back to your website

Social Media CHECKLIST

LISTEN CONTENT

Is this Personal? Referral?

What sort of presence do we want to have? How will we get people to share us?

Start listening to the

communities relevant to

your interest – when you get

more advanced, use a social media dashboard to

monitor conversations

DISTRIBUTION

Performance metrics that

show what has been achieved through social

media

Post/farm content that will engage

(and not alienate)

audiences and influencers

Buying ads

STRATEGISE

An over-arching

strategy that provides a

roadmap for participation

in social media linked

with your other

marketing

MEASUREMENT

Websites to help you out:

Brandmakernews.com

Mashable.com

Hubspot.com

Slideshare.net

Remember The social media sites themselves – they all want you to achieve best possible outcomes

Thankyou!

Follow me on twitter:

@cazz50