social media-an introduction (long version)
TRANSCRIPT
http://marketingassassin.files.wordpress.com/2009/09/social-media.jpg
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
Social media is like dog food. Bite-sized chunks over time.
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
Social mediayes or no?
Why should you have a social media strategy?
Power of Social Media - Gen Y
http://www.thomastalkstech.com/images/geny1.jpg
18%
50%
Power of Social Media- Worldwide
1. China2. India3. 4. United States5. Indonesia
Power of Social Media- New Zealand
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
What does conversation do ?
Builds brand awareness
Increases visibility
Expands communities
Generates interest
Improves search engine ranking
Social mediayes or no?
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
• 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
eal cost
valuation & Measurement
lignment
onsistency
onesty & Transparency
REACH
How to get engaged?
Start reaching out
Build trust
Start listening
Develop a Strategy
Where are you customers?
Define your customer
Choose your level of engagement
1. Level of engagement
Nothing
Listening
Engaging
Passive
Reactive (Protect)
Proactive (Promote)
2. Define your customer(Example for ecentre social media client)My 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
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
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Monitor your own and competitors’ Social Media presence
5. Start listening
http://myesllab.files.wordpress.com/2009/10/active_listening.jp
6. Build trust
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People buy anything
if they trust you.
7. Start reaching out
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• 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
Social Media yes or no?
REACH
n
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What are you going to do tomorrow?
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Website
Additional information
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
Excerpt: Study by Burson- Marsteller of 100 Fortune Global 500 companies
- Terminology• Following: People you choose to follow• Followers: People who follow you• Tweets: the comments posted on twitter• RT (Retweet): Forwarding of a tweet to your
followers• @reply: Your reply to a comment on twitter• DM (direct message): only possible if the person
follows you as well• #: used to categorise tweets e.g. #americanidol• Lists: used to categorise people you follow
Profiles
Pages Groups
Applications Advertising