social media presentation - topic 3
DESCRIPTION
Social Media PresentationTRANSCRIPT
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Slide 1
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – The Nature & Role of Social in the Digital Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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Slide 2
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – The Nature & Role of Social Media in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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The Key Challenge for all Business / Marketers…
Slide 3
How do we create an excuse or a reason for us to have
conversations and interactions with people on social media
sites?
Product attributes, pricing, press releases and company info is
not going to sufficiently engage people.
The conversation will often need to be about topics linked
directly and indirectly to my product that are of interest to the
user… we’ll often need to
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No Media Cost… but not free. The investment is about our time, energy, passion and overall effort involved in pursuing conversations with customers online. Never underestimate the “Opportunity Cost” of social.
Slide 4
Consider…
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Driven By a Passion for Technology and Human Interaction… not by a desire to make money!
Slide 5
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Slide 6
your website is not your web presence
SHADOW (What Everyone
else says about you) FOOTPRINT
(Ads, Social, Email,
Your other online activities)
VOICE (Your Web Site)
Source: Gareth Dunlop, ION
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The Role & Potential Uses of Social
Our Options & The Direction To Take?
Do nothing. Deemed of low importance.
Approach Social as an advertising platform.
Social as a sales tool – to win new customers.
Social as a CRM tool – to serve & retain existing
customers.
Seek to Create & Manage an online “community”.
Use to Monitor your “brand temperature”.
Building applications to make it all work.
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Before we act we must… Listen
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If you do decide to engage… Consider some do’s and don’ts
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Some Do’s...
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Some Don’ts….
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Slide 12
Questions?
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Slide 13
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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Slide 14
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Average Usage
Slide 15
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Average Usage
Slide 16
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Why People Use Facebook – And Who Uses it?
1. To interact with friends
2. To share photos
3. To Gossip / out of curiosity
4. Staying in touch with trends / buzz
5. To follow brands / companies
14 – 17 year olds - 18%
18 – 34 year olds – 45%
35 – 44 year olds – 20%
Slide 17
55% Female Bias
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Slide 19
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Getting Started….
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Slide 21
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Slide 22
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Page Set Up – Beyond the Basics…
Slide 24
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Facebook Places & Deals…
Slide 25
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Some Rules… to consider
Slide 26
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The Need to Act but also to be Careful…
http://www.facebook.com/pages/Kwik-Fit-the-worst-corporate-reputation-in-the-UK/335225647428
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Getting it Wrong… Nestle
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Getting it Right… Weight Watchers http://www.facebook.com/home.php?#!/weightwatchers
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Getting it Right… Starbucks
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Some Interesting Examples...
Slide 33
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Slide 34
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Slide 35
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Slide 36
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Slide 37
Questions?
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Slide 38
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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You Don’t Have to Tweet to use Twitter…
Slide 40
Just as you don’t need to have a website to use the internet
you don’t need to tweet to use Twitter. Some people simply
prefer to follow, watch and listen rather then contributing
heavily.
We see two common types of Twitter users:
1. Contributors / Drivers
2. Followers / Consumers of information
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Twitter as an Information Network…
Slide 41
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Why People Use Twitter – And Who Uses it?
1. To follow celebrities
2. To interact with friends
3. To follow brands / companies
4. To see what the “buzz” is…
5. To show off!
14 – 17 year olds - 15%
18 – 34 year olds – 50%
35 – 44 year olds – 25%
Slide 42
52% Male Bias
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Our Interest As Marketers?
Slide 43
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A Desirable Target Audience…
We are reaching people who are “Social Sparks” … key influencers of
wider groups of people around them.
Slide 44
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How do Businesses / Marketers Use Twitter?
Slide 45
1. Indirectly - To demonstrate their knowledge,
expertise and credentials by contributing content
and observations to industry groups.
2. Directly – To distribute sales offers, special
promotions and specific product / service focused
announcements etc.
3. To Observe – To build a better understanding of the
needs / nature of their target audience customers
and of their competitors.
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Establishing Credibility & Market Leadership… Tips
Slide 47
1
2
3
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Tweeting Tips for Business…
Slide 48
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Promoted Tweets… at Beta stage at present
Slide 50
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Growing Your Twitter Following?
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Some Good Examples….
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Slide 56
Questions?
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Slide 57
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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Slide 58
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Why People Use LinkedIn – And Who Uses it?
1. To network / connect with other professionals
2. Business Development / sales leads
3. Career / Jobs
4. To Demonstrate Market Knowledge
25 – 34 year olds - 50%
35 – 44 year olds – 25%
45 – 60 year old – 12%
Slide 59
55% Male Bias
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LinkedIn for us as Individuals…
Slide 60
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Slide 61
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LinkedIn for us as an Organisation…
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Slide 63
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Group Discussion: - How are we currently using LinkedIn? - What are the relevant uses / benefits for us?
Slide 64
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Slide 65
Questions?
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Slide 66
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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Blogging & Forums As a Social Engagement Tool
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Slide 68
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Slide 69
Blog Content Working with other platforms…
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Slide 71
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Slide 72
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Slide 73
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Right for your business?
Slide 74
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Slide 75
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro –The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
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You Tell Me… What Does Social Mean To You and how
do you think it is best used as Marketing Tool?
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Slide 77
Questions / Discuss?