social media 101 070612
TRANSCRIPT
Social Media Future proof interaction June 2012
Setting the Scene
• Digitisation of businesses
– “Using technology to enhance business processes”
• Social media
– “Social media applications are internet-powered platforms that make it easy for people & organisations to interact with each other across a wide variety of social activities”
Business uses of social media
57%
39%
29%
25%
21%
16%
14%
31%
Marketing
Internal collaboration & learning
Customer service
Sales
HR
Strategy
R & D
Other
Usage drivers
• Technological advancement of the web
– Web 2.0 to Web 3.0
– HTML 5
• Proliferation of feature & smart-phones
• Lower broadband costs
• Increased collaboration & co-creation
• Lower inbound marketing costs
What TO
do?
client
Culture
Collaboration
Content
Communication
&
Conversation
CRM
Credibility
4P’s to 6C’s: to define the client relationship
Digital Ecosystem – Picture of Success
2 Blog 3 Image Gallery 4 Print & Multi-Media
Pu
blis
h C
on
ten
t Li
ste
n &
En
gage
6 Twitter 7 Linked In 8 Industry Stakeholders
1 Public Web Site
5 Mobile
• 140 character micro blogging site – manage conversations either publicly or privately.
• Share and discuss information
It is an excellent tool to do proactive reputation management and tracking
• Ask for feedback
• Monitor mentions, replies and direct messages
Network effect
Followers Impressions (5 Followers)
Impressions (5 Followers)
Klout
@mayaonmoney 1 906 9 530 47 650 38
@2oceansvibe 18 720 93 600 468 000 58
@spimasterclass 191 955 4 775 34
Total network reach 20 817 104 085 520 425
Followers Impressions (5 Followers)
Impressions (5 Followers)
Klout
@MichaelJordaan 15 343 76 715 383 575 59
@DJFreshSA 213 441 1 067 205 5 336 025 73
@craigieboydbn 622 3 110 15 550 31
@spimasterclass 191 955 4 775 34
Total network reach 229 597 1 147 985 5 739 925
US Twitter users haver HIGHER INCOMES than general population
13%
11%
23%
14%
17%
10%
8%
15%
20% 20%
>$100k $75k - $100k $50k - $75k $25k - $50k Under $25k
Monthly Twitter users 18+
Total Population 18+
Twitter plays an ACTIVE role in purchasing decisions
42%
41%
31%
28%
21%
19%
Learn aboutproducts/services
Provide opinions aboutproducts/services
Ask for opinions aboutproducts/services
Look for discounts/sales
Purchaseproducts/services
Seek customer support
“I use Twitter to..””
US Twitter users are MORE EDUCATED than the general population
17% 16%
30%
23%
12% 13%
8%
19%
23%
33%
AdvancedDegree
Some GraduateCredits
4-yr College 1-3 Yrs ofCollege
High School/less
Monthly Twitter users 18+
Total Population 18+
79% of US Twitter users are more likely to recommend brands they follow
Yes, for a few brands,
56% Yes,
for a many brands, 23%
No, 15%
Not sure, 6%
Parting comments
10 Commandments
• Focus on people not tech • Build conversations, not campaigns • Content is an enabler • Add value • Listen • Spread the word • Be prepared (Alert, Assess, Act) • Measure progress • Continual optimisation • Be in it for the long term (relationships take time to
build)
Set
objectives
Monitor conversations
Understand motivations
Identify how to add value
Select platforms
Strategise approach
Test
& learn
Rinse
& repeat
8
Steps to success
Social Media Future proof interaction
Sources
• http://wearesocial.sg/Monitor conversations
• Chantel Botha ([email protected])
• http://HubSpot.com/