how to get started with social media- an introduction part 2 (short version)
DESCRIPTION
TRANSCRIPT
http://marketingassassin.files.wordpress.com/2009/09/social-media.jpg
How to get started with SOCIAL MEDIA
http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg
Agenda
• Overview• Power of Social Media• Twitter• Facebook• YouTube• LinkedIn• REACH• How to get engaged• ecentre case study
Media disseminated throughsocial interactions - Wikipedia
Web 2.0 : open content, open access, adaptive and constantly changing
Two sided communication, Many-to-many, speaking and listening
The only difference is the channel
Conversations
Why should you have a social media strategy?
If they are saying nothing about you, you are not even in the game. If
people say you stink, at least you are in the conversation and you can turn it around.”
Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.“
Opportunities
The social media landscape - Overview
Overview of social media sites
Overview of social media sites
Microblogging siteSocial networking
site
Business oriented social networking
site
Video sharing website
Why use it
first interaction/ meeting,
generate interest, real-time updates, news, interaction
deeper interaction, events,
discussions, content sharing, market research
professional networking, recruiting,
recommendations
more complex messages, SEO
A comparison
• Customer service• Specials/Deals• Promotions• News
• Fan pages• Contests• Specials/Deals• Games• Polls• Promotions• Application
Professional networking, News, Company information, Recruitment, Company statistics
New features, Ads, Events, Education
Things to consider before engaging:
eal cost
valuation & Measurement
lignment
onsistency
onesty & Transparency
REACH
How to get engaged?
1. Level of engagement
Nothing
Listening
Engaging
Passive
Reactive (Protect)
Proactive (Promote)
2. Define your customerMy ideal customer is called John and he:• Is 35 years old• Has family• Lives on the North Shore• Is an Entrepreneurs/CEO/business owner of small -
medium company• Is Educated, open to new ideas/trends, • Finds his business an inspiration• Finds SM confusing but wants to engage• Is Time-scarce• Has personal facebook page• Has enough resources to pay for service
2. Define your customerHis Fears The Solution to his
fears I can provide him
with
What are his
desires?
What are the driving
emotions?
Helplessness and fear
of missing the
opportunity of
engaging with
stakeholders
Simplify SM and most
common tools, give
advice on which sm
strategy most suitable
Knowing how to
interact on SM and
how to engage with
stakeholders
Curiosity, interest,
optimism
Fear of the unknown See above Knowing more
about SM and how
others are using it
Respect, curiosity
Fear of loss of
reputation
select a consistent
voice and have
resource to manage sm
interactions
Being reassured that
it can be managed &
benefits outweigh
costs
Relief, contentment
3. Where are your customers?
Scan SM sites and web• Facebook• Google alerts• Twingly/skyrocket• Twitter (advanced
search)
http://public.agent16.com/tumblr/imgs/books/whereareyou.jpg
4. Develop a strategy
• One page• Evolving• Alignment• Consistency• Social Media Policy
http://barbaraevans.files.wordpress.com/2009/12/strategy.jpg
Monitor your own and competitors’ Social Media presence
5. Start listening
http://myesllab.files.wordpress.com/2009/10/active_listening.jp
6. Build trust
http://static.pyzam.com/img/funnypics/f/trust.jpg
People buy anything
if they trust you.
7. Start reaching out
http://www.photographycorner.com/galleries/data/500/Reaching-Out.jpg
• Target influencers
• Create group of alliances
• Create valuable content
case study
• Objectives: Raise brand awareness, engage with stakeholders
• Time invested: 60min/day
• Results:• Twitter (1st Nov): 148
followers• Facebook (Jan): 76
fans• Referrals to website• News
• Job facilitation• Made valuable
connections• Market research• Urgent requests
Learnings:• Do background checks before engaging• Choose tone carefully• Links to blog (website)• Use analytics tool• Every industry and every business is different• Long-term strategy• Experimental
case study
Tools• Hootsuite – Managing most
common social media siteshttp://hootsuite.com/
• Tweetdeck - better mobile applicationhttp://www.tweetdeck.com/
• Spredfast – Social media campaign managementhttp://spredfast.com/
• Tweetbeep – set up alertshttp://tweetbeep.com/
• Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com/
• http://www.twingly.com/ http://farm1.static.flickr.com/19/100043823_a730ba854b.jpg
http://www.vedainformatics.com/blogs/wp-content/uploads/2009/03/global-social-media-296x300.jpg
Website