social media in business, training jan 2012 twitter, linkedin & facebook for business trainer:...
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Social Media in Business, Training Jan 2012
Twitter, LinkedIn & Facebook for Business
Trainer: Joanne JacobsEmail [email protected] Phone +44 (0)7948 318 298
Skype bgsbjj Twitter @joannejacobs
Image source: ttp://www.flickr.com/photos/32931740@N06/3256859352
Social Media in Business, Training Jan 2012
Overview
Session 1: Growth, role and effectiveness of Twitter, Facebook and LinkedIn
Session 2: Using Twitter for business
Session 3: Using Facebook for business
Session 4: Using LinkedIn for business
Session 5: Measurement of ROI for Twitter, Facebook and LinkedIn
Session 6: Social strategy auditing and renegotiation, social tools-to-watch.
Image source: http://www.flickr.com/photos/40518938@N00/3231178720
Social Media in Business, Training Jan 2012
Session 1: Growth, role and effectiveness of Twitter, Facebook and LinkedIn
Social Media in Business, Training Jan 2012
Image source: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/
Social Media in Business, Training Jan 2012
Image source: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/
Social Media in Business, Training Jan 2012
Facebook has over 845 million active users (US SEC statement, February 2012).
Estimated advertising revenue in 2011: US$4.27 billion (Emarketer, September 2011)
Image source: http://en.wikipedia.org/wiki/File:Facebook_popularity.PNG
Social Media in Business, Training Jan 2012
Twitter surpassed 200 million tweets per day in June 2011.
Twitter has over 100 million active users, 50% of which log in every day.
Image source: http://mashable.com/2011/06/30/twitter-200-million/
Social Media in Business, Training Jan 2012
LinkedIn has 150 million members (though not all may be active)
Q4 2011 revenue approximately US$170 million (WSJ, February 2012)Image source: http://www.hitgeist.com/
Social Media in Business, Training Jan 2012
Marketing & social media
Social media now mainstream aspect of all business planning
Image source: http://www.flickr.com/photos/ronin691/3953972368/
Social Media in Business, Training Jan 2012
Listening methodology (listen first, respond second, link third)
now widely understood
Image source: http://www.flickr.com/photos/cambodia4kidsorg/4075118145/
Social Media in Business, Training Jan 2012
Reputation measurement growing
in sophistication, and social graph now
widely used to measure influenceImage source: http://www.flickr.com/photos/marc_smith/4618279087/
Social Media in Business, Training Jan 2012
Marketing opportunities now moving
beyond brand awareness to more business communication and product management activities
Image source: http://www.flickr.com/photos/37803129@N00/2891780918
Social Media in Business, Training Jan 2012
2 in 5 social media users access content via a mobile device (US stats, Nielsen)
Largest growing group of social
media users are 55+ years of age
As number of social media users grow, so
does use sophistication and lack of tolerance for poor marketing practices
Image source: http://www.flickr.com/photos/magnetbox/4337869159/
Social Media in Business, Training Jan 2012
Engaging with existing clients
• Social media use variation:– Customer service channel– Product development channel– Brand advocacy channel– Supply chain management
channel
• Speed of response is crucial• Should not dictate client
interactions• 'Active listening'
Image source: http://www.flickr.com/photos/birgerking/4731898939/
Social Media in Business, Training Jan 2012
Engaging with new clients
• Consumer/customer research
• Active listening as research
• Warm leads approach
• Converting online to offline and back again
Image source: http://www.flickr.com/photos/26341587@N04/4280203413/
Social Media in Business, Training Jan 2012
Engaging with influencers
• Influencers as product experts
• Influencers as subject experts
• What influencers will and won't do
• Reporting on influencer-led activities
Image source: http://www.flickr.com/photos/54238124@N00/2278072114
Social Media in Business, Training Jan 2012
Pitfalls of dealing with influencers
• Influencers are not celebrity endorsers; should not treat them as brand advocates
• Influencers are honest before they are loyal
• Influence is based on niche service consistency, not on popularity
• Failing to engage an influencer appropriately can be more damaging than traditional crises.
Image source: http://www.flickr.com/photos/38451115@N04/4971477142
Social Media in Business, Training Jan 2012
Growth summary
Facebook: Growth plateauing, but still largest used social media site in the world. Revenue growth steady.
Twitter: Growth plateauing, but number of active users increasing and revenues increasing.
LinkedIn: Growth steady with recession as the network is used for recruitment and job hunting. Revenues steady.
Image source: http://commons.wikimedia.org/wiki/File:Pictofigo-Growth.png
Social Media in Business, Training Jan 2012
Role summary
Facebook: Used for personal communications, advocacy, customer service, accessing existing clients.
Twitter: Warm leads, research, direct and immediate customer service.
LinkedIn: Complex problem solving, recruitment.
Image source: http://commons.wikimedia.org/wiki/File:Social_Media_Marketing.jpg
Social Media in Business, Training Jan 2012
Effectiveness summary
Facebook: Accessing broader age and social ranges over time. Subject to ‘Facebook fatigue’.
Twitter: Highly effective over short periods of time. Subject to ‘Streisand effect’.
LinkedIn: Slow steady growth in effectiveness for problem solving, recruitment.
Image source: http://commons.wikimedia.org/wiki/File:Shake_hand.jpg
Social Media in Business, Training Jan 2012
Session 2: Using Twitter for business
Image source: http://www.twitterbird.com/
Social Media in Business, Training Jan 2012
Twitter: SWOT
STRENGTHS
High user base
Focused content
Immediacy
WEAKNESSES
High exposure
Tweets are ‘lost’ quickly
Scalability
OPPORTUNITIES
Direct customer access
Co-creation
Closed networks (B2B)
THREATS
Google+, Facebook timeline
User fatigue
Social Media in Business, Training Jan 2012
Twitter: Use variations
1. LISTENING:• Research• Lead generation• Customer service
2. SHARING:• Reports on business• Sharing links to content in your area of
expertise• Discussion with experts, collaborators
3. OPERATIONS• Order tracking (logistics) • Issue tracking and resolution
Image source: http://techno-time.blogspot.com/2012/02/how-to-add-flying-twitter-bird-to-blog.html
Social Media in Business, Training Jan 2012
Twitter: Deployment and resourcing
1. State clearly your objectives for your twitter account to entire firm.
2. Develop a flow chart for handling of messages and allocation of issues needing to be tracked – make this accessible to all staff
3. Develop succession planning and team expansion plans for successful deployment
4. Review strategy and ensure resourcing meets growth projections.
Social Media in Business, Training Jan 2012
Twitter: Crisis management
Negative feedback on twitter is inevitable.
Handle negative feedback initially by being open to critique.
Admit errors, delete any offensive posts (this will not delete entirely).
If evidence of trolling exists, block user(s). Do this with EXTREME CAUTION.
Social Media in Business, Training Jan 2012
Responding to negative feedback
Social Media in Business, Training Jan 2012
Twitter Case Studies
CASE ONE: Orange UK Tweet-a-gram
CASE TWO: STA Travel
CASE THREE: Avanade (Qs answered on YouTube)
Social Media in Business, Training Jan 2012
Session 3: Using Facebook for business
Image source: http://blogbymikeberry.blogspot.com/2011/08/facebook-addresses-privacy.html
Social Media in Business, Training Jan 2012
Facebook: SWOT
STRENGTHS
Most active website
Users comfortable with conversation
Targeted advertising
WEAKNESSES
New players struggle to appear in timeline
Hard to access new markets
OPPORTUNITIES
Customer service
Premium content
Engaging community in product development.
THREATS
Facebook fatigue
New entrants in social networking
Corporate policies against use.
Social Media in Business, Training Jan 2012
Facebook: Use variations
1. COMMUNITY BUILDING:• Discounts• Content competitions• Fundraising / local support.
2. CUSTOMER SERVICE:• Issue resolution• How-tos• Premier content services
3. OPERATIONS• Market research • Advertising
Social Media in Business, Training Jan 2012
Facebook: Deployment and resourcing
1. Use facebook resources which meet objectives.
2. Monitor conversations in the channel and moderate only where necessary
3. Consider Facebook advertising as a means of increasing brand engagement
4. Budget for changes occurring to the Facebook interface at least annually
5. Ensure staff are adequately trained in appropriate business conversations online.
Social Media in Business, Training Jan 2012
Facebook: Crisis management
Negative feedback on Facebook is inevitable.
Handle same as for twitter, but in comments, best to ask for recommendations in how to alter business practice.
Again, admit errors.
DO NOT DELETE POSTS UNLESS THEY ARE CLEARLY HARRASSING OR OFFENSIVE.
Social Media in Business, Training Jan 2012
Responding to negative feedback
Heinz case study – positive response to negative feedback http://www.clickz.com/clickz/news/2125588/heinz-facebook-flub-engagement-flurry
Social Media in Business, Training Jan 2012
Facebook Case Studies
CASE ONE: VodafoneUK Customer Service
CASE TWO: Burberry LFW live streaming of fashion show
CASE THREE: Zappos Community
Social Media in Business, Training Jan 2012
Session 4: Using LinkedIn for business
Image source: http://www.duoblogger.com/linkedin-vs-facebook-5-reasons-why-linkedin-rocks-harder-than-facebook/3172/
Social Media in Business, Training Jan 2012
LinkedIn: SWOT
STRENGTHS
Business users
Useful Q&A and Group systems
Easy to track user interests
WEAKNESSES
Not particularly useful for immediate communications
Time sink
OPPORTUNITIES
Market research
Lead generation
Advocacy of influencers
THREATS
Alternative business expert networks (Eg: Plaxo, etc)
Influencer networks
Group fatigue.
Social Media in Business, Training Jan 2012
LinkedIn: Use variations
1. RESEARCH:• Intelligence gathering• Lead generation• Problem identification
2. RECRUITMENT:• Network path analysis• Tracking recommendations• Job offers / job placement notices
3. OPERATIONS• Closed group newsletters / noticeboards • Corporate content sharing (eg: Slideshare)
Social Media in Business, Training Jan 2012
LinkedIn: Deployment and resourcing
1. Ensure Groups have clear user engagement strategy (ie: don’t use exclusively for sending messages)
2. Train staff in user tracking to maximise lead generation tactics
3. Review strategy at least twice annually to pick up new functionality of the network
4. Use LinkedIn at least as a supplement to traditional recruitment strategies.
Social Media in Business, Training Jan 2012
LinkedIN: Crisis management
Negative feedback less likely on LinkedIn, but should not be disregarded.
Openness required, and feedback should be taken seriously as critics are identifiable.
Crucial to report on changes as a result of feedback to LinkedIn communities.
Don’t delete posts, but create links to reports of changes in response to criticism.
Social Media in Business, Training Jan 2012
LinkedIn Case Studies
CASE ONE: Evalueserve (lead generation)
CASE TWO: Social Media Today Group (Market research; intelligence mining)
CASE THREE: L’Oreal, Dixons (recruitment)
Social Media in Business, Training Jan 2012
Session 5: Measurement of ROI for Twitter, Facebook and LinkedIn
Social Media in Business, Training Jan 2012
Meaningful measurement
• Measurement must align with objectives
• Quantitative measures less useful than qualitative
• Cost reductions best means of indicating intangible benefits
• Various tools available (see next slide)
GENERAL RULE: If it's easy to measure, it's probably not worth measuring.
Image source: http://www.flickr.com/photos/99771506@N00/5890431924
Social Media in Business, Training Jan 2012
Tracking tools
• Blog search: http://blogsearch.google.com/ , http://addictomatic.com/ , http://www.blogpulse.com/;
• Brand metrics: http://www.howsociable.com/ , http://socialmention.com/.
• http://www.twazzup.com/ - creates a dashboard on tweets including/referring to keywords.
• http://monitor.wildfireapp.com/ - compare competing Fb or twitter performances
• http://youropenbook.org/ - fb mentions• http://twitalyzer.com/ - analyses twitter user accounts• http://twapperkeeper.com - keeps an archive of tweets for a
hashtag • http://www.kurrently.com/ - search engine for facebook and twitter• http://socialseek.com/app/home - create a dashboard for keywords • http://www.samepoint.com/ - reputation manager search engine.
Social Media in Business, Training Jan 2012
Activity & influence
• Klout measures:– Frequency and 'value' of interactions across a
range of network
• Peer Index measures:– Engagements over time in subject areas and
based on feedback/conversations
• PeopleBrowsr measures:– Activity as well as more traditional achievement
oriented measures (qualifications, community appeal) and sets this in terms of audience reach
Activity not a useful measure of actual influence.
Social Media in Business, Training Jan 2012
Activity & influence
Research.ly results for Greenpeace from http://rs.peoplebrowsr.com/
Social Media in Business, Training Jan 2012
Measurement for Facebook
Always measure based on objectives for the channel!
• Customer satisfaction• Engagement/problem resolution• Sales• Real world site visits
ROI: Cost of customer retention
Social Media in Business, Training Jan 2012
Measurement for Twitter
Always measure based on objectives for the channel!
• Speed of issue response• Customer acquisitions• Page visits from linked content• Influence/sharing
ROI: Cost of customer acquisition
Social Media in Business, Training Jan 2012
Measurement for LinkedIn
Always measure based on objectives for the channel!
• Recruitment savings• Problem resolution• Knowledge management• Idea generation
ROI: Cost savings for research/recruitment
Social Media in Business, Training Jan 2012
Session 6: Social strategy auditing and renegotiation,
social tools-to-watch
Social Media in Business, Training Jan 2012
Reporting & strategy change
• Need to report on objectives, and acknowledge how changing tech landscape either assists or inhibits campaigns
• Need to report to all stakeholders of a campaign, including influencers
• Strategy change should be pursued where failure criteria are ‘met’
Image source: http://www.flickr.com/photos/kokogiak/37265634/
Social Media in Business, Training Jan 2012
Reporting & strategy change
• Should report to audiences on stages of strategy change – transparency is valued
• Social strategies should be audited at least twice annually.
Image source: http://www.flickr.com/photos/gadl/268729905/
Social Media in Business, Training Jan 2012
Social networks/tools to watch (1)
Google+Established 6 months ago; 100 million users, expected to be 400 million users by end 2012. Has commercial account feature. Design permits complex interactions with high time investment.
FoursquareEstablished March 2009; 15 million users. Designed for location based access/problem solving. Badging system still a relative novelty.
Social Media in Business, Training Jan 2012
Social networks/tools to watch (2)
PinterestEstablished March 2010; 11.7 million users. Useful for visual histories, experiential stories.
GetGlueEstablished October 2008. Allows users to check in to television programmes and events. Partnered with DirecTV in September 2011 to allow users to check in via television hardware.
Social Media in Business, Training Jan 2012
Social networks/tools to watch (1)
Empire AvenueEstablished July 2010. Pseudo stock market system for buying and selling shares in online identities. Interesting as a measure of influence change over time.
SchemerGoogle product yet to be publicly launched. Designed around activity and content discovery.
Social Media in Business, Training Jan 2012
Measurement tools to watch
CrowdboosterEstablished April 2010. Designed to create a dashboard for Facebook and Twitter.
Social BroEstablished 2011. Designed to manage and analyze a twitter community.
… But probably most interesting tool is PeopleBrowsr/Kred.ly.
Social Media in Business, Training Jan 2012
Summary
• SOCIAL STRATEGY– Warm leads: Research
approach– Customer support: Response
oriented approach– Expertise demonstration:
Content development and user engagement
• BEST PRACTICE– Advertising: integrates/invites– PR: facilitates– NOT brand awareness– NOT gamification without
value creation
• MEASUREMENT– Based on evidence of achievement
of social strategy– Quantitative measures are limited;
qualitative more useful– Influence measurement tools need
to balance reach with authority and perceived reputation
• CONTINUOUS IMPROVEMENT– Alter social strategy based on
appropriate measures and change to overall business strategy
– Report to users & influencers, not just executive.
Social Media in Business, Training Jan 2012
Questions
Joanne Jacobs
Technology and Interaction Design Consultant
Ph: 07 948 318 298
Email: [email protected]
Web: http://joannejacobs.net/
Twitter: @joannejacobs
Skype: bgsbjj