step into social media nov 2010
DESCRIPTION
An introduction to social mediaTRANSCRIPT
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Sue AnstissNovember 2010
Step into Social Media
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• Quick bit about you...• Your experience of social
media?• What you’d like from today?
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First newspaper published
Computer1970175
21916 1930’
s2010
TVRadio
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The old communication model
was a monologue.
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3000The average person is exposed to
advertising messages/day
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The new communication model
is a dialogue.
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what is social media?
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Is it this?
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It’s actually this….
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Powered by this…
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Social media...
People using tools(like blogs and video)
& sites (like Facebook and Flickr)
to share content and have conversations
online.
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Social media is not a strategy or a tactic – it’s simply a channel.
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Social media is a conversation online.
Look who’s talking:o your customerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet
access and an opinion.
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How can Social Media be used?
• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding
It’s not just marketing…
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Whyshould
we care
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BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
Photo by sinulog 2006 at Flickr
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BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE
ACTIVITY – AHEAD OF PERSONAL EMAIL
Nielsen, Global Faces & Networked Places, 2009
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butdoes Social Media
work?
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Social media influences behaviour
o 91% say consumer reviews are their top aid to buying decisions
o 87% trust a friend’s recommendation over critic’s review
o People are 3 times more likely to trust peer opinions over advertising for purchasing decisions
* Slide courtesy of Digital Influence Group
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Selectives
Mavens
ButterfliesWallflowers
Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter
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Engagement correlates with performance
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But how do we get
started?
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10 Keysto Social Media
success
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1. Experiment with social media
• Experiment personally before professionally
• Try a variety of social media tools
• Be yourself, make some friends, and share
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2. Have a strategy
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Photo by Utne.com
HOPE IS NOT A STRATEGY.
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Make a plan1. Discovery – explore what’s out there
2. Strategy – opportunities & objectives
3. Skills – identify internal resources & gaps
4. Execution – tools & process
5. Maintenance – monitor, measure & adapt
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
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3. Listen
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3. Listeno Find where your
audience is participating and indentify the influencers
o Read industry blogs
o Google your company name & your competition
o Use free tools that can help you listen
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4. Be transparent & honest
o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right away
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5. Give generously
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5. Share your content
o Don’t be afraid to share
o Make your content easy to share
o Think like a contributor & not a marketer
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Relinquishcontrol
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social > media
Hint: Share some stuff.
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6. Be personal and act like a person
o Don't shoutDon't broadcastDon’t brag
o Speak like yourself
o Personify your brand
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7. See criticism as an opportunity
o Don’t try to delete or remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and solution
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8. Be proactive
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
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9. Accept you can’t do it all yourself
o Get buy in from the organisation
o Convince senior team that social media is relevant to you
o ‘Divide and conquer’ within your team
o Recruit more help if needed
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10. Measure results
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www.google.com/analytics
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Free analytics to measure success
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Facebook offers unique analyticsStandard Reporting
Standard Impression, Clicks, Video Plays
Facebook Enhanced Reporting
Engagement report
Lexicon measures ‘buzz’ and sentiment on Facebook
Page report
Pulse Data reports the interests of your fans
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Questions so far
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So many social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds
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Social networking sites
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57% have
joined a social network
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500 million users
100+ million mobile
WORLDWIDE
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Over 24 million users
11+ million daily
UK STATS
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o Fastest growing social network
o 24 million members in UK
o Powerful tools to engage and understand your audience
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Facebook Pages
o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in
newsfeed
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Photos Events Video Comments Groups Messages Pages Applications
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Facebook Advertisingo Facebook ads give you the ability to advertise
directly to specific demographic groups
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Facebook Advertising - Targeting
o Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
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Facebook Advertising – Analytics
o Facebook Insights provides information about your ad campaign
o Use this information improve your campaign
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Facebook Connect
Make you website more social by integrating with Facebook
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Like buttons to attract fans
Add the ‘like button’ to your
website and emails
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things to do…
1. Create a page to promote your brand
2. Attract more fans with a contest
3. Encourage a discussion and participate frequently
4. Share and add value for your fans
5. Have a clear plan for content
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please don’t…
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Spam fans with too frequent messages
5. Believe that ‘if you build it they will come’
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Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
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Using video sharing in business
1. Instructional
2. Meet the team
3. Behind the scenes
4. Events
5. Testimonials
6. Entertain
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83% have watched video clips
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Using YouTube for business
10 great ideas!
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Photo sharing for business
o Showcase eventso Meet peopleo Behind the scenes
shotso Run competitionso Reveal new productso Encourage customers
to share
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4,000,000,000The number of photos archived on Flickr.com
- October 2009
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200,000,000 blogs
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Getting the best from blogs
1. Transparent
2. Relevant
3. Be active
4. Engage in dialogue
5. Lots of links
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Source: Universal McCann Comparative Study on Social Media Trends April 2008
73% of active online users have read a
blog
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Twittering for business
o Personal broadcast systemo Marketing, public relations
and customer service o Give your brand a voice
within the communityo Share timely informationo Personify your brand
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1,105% year on year growth
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Nearly 75 million people visited the Twitter site in January 2010…
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1.2 billion Tweets – in January 2010
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tools
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Who I follow…
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getting you started…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
4. Use a photo and keep your bio complete & updated
5. Know what people are saying about your brand
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things to avoidDON’T…
1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useless information – who cares what you had for lunch
4. Worry that you don’t have many followers… it takes time
5. Follow thousands of people just to get more followers
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Geo-location services
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Branded geo-location services
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The future… geo-location services
o Share locationso Reward attendanceo Leave
recommendationso Link to other people
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Some things to do
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IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.
Photo by arlen at
Flickr.com
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HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA
CAN HELP
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IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
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NEVERFORGET THE BASICRULES
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In summary…
o Experiment with social mediao Make a plan (& plan your content!)o Listeno Be transparent & honest o Share your contento Act like a persono See criticism as an opportunityo Be proactive o Accept you can’t do it all yourselfo Measure your results
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“Marketing”
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“Advertising”
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“Public Relations”
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“Social Media Marketing”
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Testing the Methodology
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“White Christmas”
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Some reading material...
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The future?
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Sue Anstiss 01628 630363
[email protected]@sueanstiss
http://uk.linkedin.com/in/sueanstiss
www.promotepr.com
Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com
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The Old Spice Guy goes viral
o Fastest ever growing online viral video campaign
o 6.7 million views after 24 hours,
o 23 million views after 36 hours
o Isaiah Mustafa replied to 186 online comments and questions
o Sales increased by 107%
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