Download - 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
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 213222
www.crafted.co.uk
Thank you for listening
Any questions?