maz @ soampli social media crash course
TRANSCRIPT
Influencers are the new currency
Social Media Crash Course: Effectively
using Digital Communication Channels for Your
Business
What will be covered today
Landscape
Case Study
Approach
Summary
What is Social Media:
Social media is the term used to describe online environments using highly accessible and
scalable publishing technologies. The medium can be defined as having some or all of the
following characteristics:
What are the Characteristics of Social Media?
Conversation, Collaboration, Transparency, Accessibility, Immediacy and Community.
Why Social Media>
People and businesses around the world are joining social
networks and adopting social behaviors at
an increasingly rapid rate
Social media is exploding
Anyone with an opinion
and an internet connection
can influence someone else
about your brand
and the things you care about.
“A revolution doesn’t happen when
a society adopts new tools.
It happens when society adopts new
behaviours.
Clay Shirky
Organisation challenges
Internal Reality
External Perception
10
Transactional
Occasional
Impersonal
Short-Term
Loyal
Constant
Authentic
Long-Term
Where we want to be
Interests of organisation
Understanding challenges:
• Trust in industry and brand
• Knowledge of barriers to trust
• Lack of interest
• Lack of consumer education
• Lack of customer insight
• Industries have forgotten profit is a by product
• Lack of customer contact
• Lack of single customer view
• Poor service communication
• Lack of clarity around value
• Revenue
• Lack of loyalty
Interests of Organisation
Interests of Social Media
Context
Social Environment
Based on Communication Process Model, Wilbur Schramm
What will be covered today
Landscape
Case Study
Approach
Summary
Customer
ColleaguesThird
Parties
Loyal
Constant
Authentic
Long-Term
Loyal
Constant
Authentic
Long-TermLoyal
Constant
Authentic
Long-Term
Social Media Stores
18
What will be covered today
Landscape
Case Studies
Approach
Summary
Plan
Strategic Approach
Listen Seed Engage
Time
Leve
l o
f en
gag
em
en
t
Plan
Strategy
1
Objectives
2
People
3
Technology
4
Plan
Asses your internal capability
What social tools are you using
What are you trying to achieve
Do you have the right resources
Are you currently visible on social channels
Benchmark against competitors
What is being said about you
Do you have a social media guideline
Planning
- Mission charter
- Roles & organisation(Identify owners)
- Audit
- Policies (Escalation path)
- Road map
Resources
- Budget
- Headcount
-Education-- Research
Process
– Monitoring
– Measurement
– Collaboration
Building a strategy
Social Media Objectives
We help you identify the focal point for measuring social media activity, align strategic
measurement with business objectives, create Key Performance Indicators for social
media measurement, recognize metrics that offer insight into your customers' social
activity and us use a framework for truly understanding social media marketing. Your
objectives might include:
• Generate awareness
• Drive Trial
• Product Launch
• Establish Need/Want
• Product and Service Comparison
• Positive Association
• Form and Change Opinion
• Influence the Influencers
• Drive Action and Traffic
• Establish and Regain Trust
Plan
Participation
Listen Seed Engage
Time
Leve
l o
f en
gag
em
en
t
The Value of
Listening
Always ON:
• Who is driving share of conversation for your brands
• What the top issues are that matter to your customers
• Where your customers live online
• How you can add value for your customers
• When you should engage the community
• Why customers are passionate on certain topics
Plan
Participation
Listen Seed Engage
Time
Leve
l o
f en
gag
em
en
t
Manage the conversation
What will be covered today
Landscape
Case Study
Approach
Summary
1. Listen
2. Give up control
3. Be natural
4. Make a commitment
5. Be where your customers are
6. Learn to deal with negativity
7. Be humble
8. Have a clear and measurable objective
9. Develop a plan
10. Listen
Useful Tools
Popular Publications:
http://www.cnet.com/uk/news/
http://www.fastcompany.com/
http://mashable.com/
http://tech.eu/
http://thenextweb.com/
http://www.forbes.com/technology/
http://venturebeat.com/
http://www.bloomberg.com/technology/social-media/
http://www.theguardian.com/technology
http://techcrunch.com/
http://www.socialmediatoday.com/
Apps:
Pulse News
Newsify
