Social Media Introduction
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This is a presentation from our recent workshop here at Essential Communications. This presentaion provides an outline of social media, from platforms to engagement.
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Social Media Introduction
- 1. 72% of IT decision makers will refer to some form of social media during their decision making process!
- 2. Social Media Marketing Workshop Felix HemsleySocial Media Marketing Manager
- 4. Who are Essential & How Social are we
- 5. What is Social Media
- 6. What Social Media Isn’t
- 7. Why Adopt Social Media
- 9. The Social Media Landscape & Platforms
- 10. Case Studies - Dell Hell & Ash Airlines
- 15. Applications
- 17. How this is all Changing the Marketing Model
- 19. Experience :
- 20. Digital search marketing account manager working with B2C clients including Comet, Argos, Hallmark, RackSpace, Play.com...
- 21. Word of mouth account manager working with Nokia, Toshiba, 3Mobile, STA Travel, Charities...
- 24. Facebook
- 27. Founded by Sam Rudland in 2002, Essential has grown to a team of 16 skilled marketeers
- 28. Working across both traditional and new media channels, from Social Media and Web Design to Direct Mail and Events
- 29. Where to find us:
- 33. Enabling everyone online to have a voice and engage in conversations which matter to them
- 34. Extends beyond textual conversations, and includes social gaming, social documents, social editing, voice, video...
- 35. Social Media brings people with shared interests together into groups online to; share, recommend and direct others
- 36. As varied as the people who participate, from Gamers to Lawyers and Marketeers to Sportsmen
- 38. An arena for broadcast of messages
- 39. A quick win opportunity which can be turned on an off as needed, it requires attention and a long term view
- 40. A stand alone tactic which can support campaigns on its own
- 41. A place to hide behind banners and corporate jargon, openness and honesty are key
- 42. An experiment which may or may not work
- 43. Closed off into locked-down silos, it’s about creating opportunities for conversation and collaboration
- 44. A replacement for traditional marketing tactics
- 46. You no longer control how your reputation is portrayed in the digital space, but you can help to guide it with the correct interactions in social media
- 47. Many brands have reaped the rewards of well thought out social media strategies, building their brand advocacy online through focused initiatives and leveraging of technologies
- 48. Social media is increasingly becoming a channel used by decision makers to help them identify the correct solution to their problems. In some cases such as I.T. 50% of these decision makers are referring to YouTube for guidance and opinions!
- 49. With over 1000 marketing messages bombarding each and every one of us each and every day, traditional techniques need to be adjusted to meet new decision maker processes.“Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” – Seth Godin
- 52. Twitter 2.7 million users
- 53. Bebo.com 8.5 million users
- 54. Windows Live profile 6.9 million users
- 56. It would take over 400 years to watch all the videos on YouTube ...but you couldn’t keep up even from today!
- 57. Social media platforms account for almost 15% of all internet usage time. Source: Cone, Business in Social Media Study Sept ‘08
- 58. There are Over 50 Million Tweets Per Day Between the 58 Million Registered Users Tweet Source: Twitter ‘10
- 59. 47% of IT professionals watch videos to research technology solutions on YouTube, 25% of C-level executives prefer video over text. 1.5million business searches daily on YouTube globally. Source: Tech Target ’09 & Google, Forbes, B2B June 2009
- 60. When ‘Search’ is being used for decision making processes, social media content is THE MOST respected and trusted during the early awareness stages. Source: Forrester Social Media Study ‘09
- 61. 95% of Social Media users believe a company should have a presence in social media… …and 85% believe they should be there to interact with its customers! Source: Cone, Business in Social Media Study Sept ‘08
- 62. Currently, only 33% of businesses have a social media strategy in place. 77% of businesses are not yet engaging with their customers via their social media channels! Source: Cone, Business in Social Media Study Sept ‘08
- 63. But remember: Social Media is not a quick fix, is not always the answer and not always appropriate!
- 64. Platforms
- 65. The Social Media Landscape Image Source: The conversation prism image by Brian Solis & JESS3
- 66. Blogs
- 67. Micro-Blogs
- 68. Forums
- 69. Media Sharing
- 70. Asset Sharing
- 71. Case Studies
- 73. All Jeff wanted to do was warn other consumers by sharing his experience
- 74. Scores of people left comments and linked to the blog as he wrote of his ever lengthening saga
- 75. Having paid for home service, Jeff was dismayed at having his machine repaired and still not working
- 77. Finally he received a call from Dell offering him a new machine, he declined and asked for a refund and has happily been using Macs ever since!“I told the nice lady that I was in the store right then getting ready to buy an Apple” http://www.buzzmachine.com/archives/2005_06_30.html
- 79. Dell adopted a new approach, stating that they would contact customers who blog about complaints or issues
- 81. This presented a great opportunity to participate in conversations, informing customers
- 82. People collaborated to find solutions to their problems using social network, twitter. However whilst they were collaborating, airlines were ignoring!
- 83. Perceived inconvenience soon turned to frustration…
- 84. Many airlines adopted social media instantly, leveraging existing channels in the space to act as news feeds for passengers, though many sat by the wayside blissfully unaware or the repercussions
- 87. Copy writing is at the heart of this medium, so make sure literacy is a core attribute
- 91. Monitor their activity, how they interact, build a psychological profile of them in your
- 92. Don’t restrict yourself to ‘your’ venues if the conversation exists elsewhere
- 93. Establish an individual who represents your brand online
- 94. Participate in conversations, DO NOT simply broadcast
- 95. Don’t be afraid to offer advice and be heard in a discussion
- 96. Provide information of use and value to the readership
- 97. Build long term conversations, “un-campaign” yourself
- 98. Be clear and concise, people don’t want to delve for information
- 99. “Un-market” yourself and become a resource for information
- 102. If you wish to partner with a community member for a project, ask a moderator first for their permission
- 103. Partners (voices) should not be remunerated for their activity, this sways the content and becomes worthless, their integrity is as critical as your
- 104. Credit where credit’s due!
- 105. Balance any broadcast levels with interactive levels, what you have to say matters
- 106. Treat others as you’d like to be treated...an oldie but a goodie
- 107. Do not automate your accounts
- 109. Procurement
- 110. Customer Service
- 111. Lead nurturing
- 112. Recruitment
- 113. Research & Competitor Analysis
- 114. Marketing
- 115. SEO
- 117. TweetDeck - http://www.tweetdeck.com
- 118. Who’s Talkin - http://www.whostalkin.com
- 119. Blog Pulse - http://www.blogpulse.com
- 124. Interaction of customers mould and shape a brand/organisation’s shape
- 125. Campaigns no longer act in stand alone silos, they’re ongoing – “Un-Campaign”
- 126. Conversations need to be nurtured
- 127. Marketing messages and campaigns need to have a call to action, but that call to action needs to be conversational
- 128. You can’t afford to look on a micro level alone, when the bigger picture is making the headlines
- 129. Your employees are you ambassadors 24/7 – 365
- 130. Faceless branding leaves little justification for direct collaboration, become human
- 131. Respect is earned through helping and sharing, not for SHOUTING
- 132. Conversations are happening all the time, campaigns should be aligned to aid/tackle these – “Un-Market”
- 133. All functional areas have to work together to manage online issues
- 134. Online assets and content are your social currency, open up your knowledge...or your competitors will do it first!!
- 136. Be open and honest, put a face behind the corporate banner
- 137. Be creative and identify assets and campaigns which can drive conversation
- 138. Identify core community online and build the social relationship
- 139. Don’t wait for a problem to occur before adopting social presences
- 140. Be considerate in conversations online, what you say is potentially there to stay
- 141. Be respectful of existing relationships, this is no place to be gung-ho
- 142. Don’t adopt platforms just because you feel you should
- 143. Educate your internal staff members and construct guidelines to remove worry or concern
- 145. Thank You Questions: Contact Essential: Sam Rudland – Managing Director Sam.Rudland@essential-communications.com Felix Hemsley – Social Media Marketing Manager Felix.Hemsley@essential-communications.com Check out our Blog Visit our Website Follow us on Twitter