Social media Wellington Execedge presentation
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This presentation gives an overview about social media, describes how to put a strategy together and focuses on optimising linkedin.
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- 3. You will learnhow to • Designand implementa social media strategythat alignswith your business • Drive your business growth by using social media as a key tool in your business strategy • Optimiseyour LinkedInprofile to maximiseexposure and results
- 4. 1. Whatis socialmedia? Mr_SOCIAL AVI.avi
- 7. Socialmediais likedog food. Bite-sized chunks overtime.
- 8. open content, open access => Constantly changing
- 9. ©2010 It’s anew environment,which ischanging how we engagewith the world.
- 14. Providesanother way to communicate
- 15. • Over 1000 clients withoutemailand websites • Updated clients through facebook 1. Reducednumber of calls 2. Keepclients informed 3. Long-term:enhancedrelationship with clients
- 19. If they are saying nothingabout you, you are not even in thegame. If people say you stink, at least you are in theconversation and you can turnit around.” ThomasHoen, Director of Brand Communications&new media at Eastman Kodak Co.
- 22. ©2010
- 24. 2. Howdo youimplementa social media strategy?
- 25. 7. Maintaining engagement 6. Start engaging 5. Start sharing & building trust 4. Start listening 3. Level of engagement 2. Define your customer 1. Define objective Proactive (Exploit) Reactive (Protect) Review
- 26. 1. Defineobjective Why are you doing it? Whatdo you want to achieve? Aligned with business strategy
- 27. 2. Defineyour customer •Build apersona of your ideal customer •Identify other stakeholders and influencers in your industry
- 28. Scan SM sites and web • Google • LinkedIn • Facebook • Twingly/skyrocket • Twitter (advanced search) 2. Defineyour customer
- 29. 3. Levelof engagement Nothing Monitoring Engaging Passive Reactive (Protect) Proactive (Exploit)
- 30. Monitor your own and competitors’ Social Media presence • Google alerts 4. Startlistening
- 31. 5. Startsharing and buildingtrust Establish yourself as expert People buy anythingif they trust you.
- 32. 6. Startengaging • Reachout • Target influencers • Create group of alliances • Create valuable content • Integratein allexternalcommunication
- 33. 7. Maintainingengagement • Identify responsibilities • Planand create contentin advance • Educate and empower staff – Social media guidelines
- 34. TheStrategy document • Short & concise • Evolving
- 35. How do you measureyour socialmedia efforts?
- 36. KPI’s/Measurements • Depends on objective – Referrals to website – No. of interactions, comment feedback • Onlymeasure whatyou need • Can’t be old measurements,e.g. amountof sales
- 37. Analyticstools
- 39. Whatto considerwhen engagingin social media?
- 40. eal cost valuation & Measurement lignment onsistency onesty& Transparency
- 41. ealcost • Not free,but investment • Needs proper resourcing & planning
- 42. valuation & Measurement • Evaluate progress & results • Measure website traffic,leads etc.
- 43. lignment Social media strategy = business strategy
- 44. onsistency • Consistentacross channels • Consistentengagement
- 45. onesty & Transparency • React to negative& positive feedback
- 49. • Business networkingsite for professionals • Over 60 million registered users, over 200 countries • OnlineCV • Company’s onlineprofile
- 50. 1. Profile 2. Companies 3. Groups 4. Q&A
- 51. • Completeness100% • Link to company • Get recommendations • Utilise 3 website links • Choose URL • Optimise for keyword 1. Profile
- 52. • Establish company profile • Low maintenance • Showcase products/services & receive feedback • Search function 2. Companies
- 53. • Great to connect withpeople outsidenetwork • Collaboration/info sharing on common topic • Address withcaution-don’t takeat face value 3. Groups
- 54. • Ask and/or answer questions • Potentialto establish yourself as an expert • Address withcaution-don’t takeat face value 4. Q&A
- 55. Sometools • Hootsuite–Managingmostcommonsocial mediasites http://hootsuite.com/ • Tweetdeck-bettermobileapplication http://www.tweetdeck.com/ • Spredfast– Social mediacampaignmanagement http://spredfast.com/ • Googlealerts–set upalertsfor keywordsyou are monitoring http://www.google.com/alerts • Tweetbeep– likegooglealerts fortwitter http://tweetbeep.com/ • Icerocket&twingly– searchenginesforblogs etc. http://www.icerocket.com http://www.twingly.com/
- 56. Recap: • Socialmediacreatesa new environment • REACH You needa plan!
- 58. Interestingfacts
- 59. Powerof SocialMedia- Gen Y
- 60. Power of Social Media- Worldwide 1. China 2. India 3. 4. United States 5. Indonesia
- 61. Years to reach50 millionusers 38years 13years 6 years = 500million 3 years4 years
- 62. 80% of UScompanies use social media for recruitment.
- 63. 1 in 4 fastestgrowing US companies considertwitter as an appropriate vehicle for B2B communication.
- 64. The fastest growingsegment onfacebookis 55-65 year oldfemales.
- 65. 50% of the mobileinternet traffic in the UK is for facebook Imagine what this means for bad customer experiences.
- 66. of NZ internet users use facebook.
Notas do Editor
- I am a user of social media
- Show social media revolution video
- The word sex def attracted my attention when I saw this
- The separation between business and personal lifes doesn’t exist anymore, they are blurring, nothing we can do about it, so we better get on with it and learn how to manage it
- there is a lot out there, you dont need to do everything from day one, it is a journey and you can take one step at a time
- It is constantly changing Difference between sm and website: website is one-way conversation (even with blogs = limited interactivity), sm is two way communication and real-time
- If there is anything you want to remember, it is this: new environment moving from traditional way of broadcasting your message to one-to-one communication: connecting on an individual level, engaging on a one-to-one basis, individuals within an organisation connect with individual outside of the organisation => making companies more personal and approachable, you talk to this group which then talks to this group etc. =>encourages the viral nature Listening becomes more important than speaking It is about giving customers an opportunity to have a voice, and give your business the opportunity to listen
- It is expanding the ways and means of which businesses can be closer to their customers, how does it do that?
- Increases visibility: it levels the playing field as small businesses have the same tools and opportunities then corporates with more resources; sm interactions are real-time hence information spreads faster
- What this means: done well sm allows you to turn your customers into your salesforce! By creating a community of people who are engaged with your business, the message you are sharing gets distributed through their networks, possibility of targeting different segments
- The more material you have online the better is your exposure and the more ranks you can occupy->important for brand mgmt, Centre for marketing research at university of massachusetts dartmouth: adoption of sm by 500 fastest growing us companies
- Specialists in website design and hosting for SME’s Oct: orcon had an outage Phone lines over flowing, just wanted info Fb: directed callers to fb Pushing out info through social media site Turned sth negative into positive
- A channel to directly communicate with a company, information or e.g. Can educated customers: demonstration of product
- Builds awareness: by engaging on a personal level, people find out what you and your company does
- Ability to keep up with trends and competitors
- Telstra clear eg.-> customer became ambassador for telstra
- Shift worldwide readership of newspapers all over the world is declining: We no longer search for news, the news find to us
- Social media has changed how the press operates as well. Social media has lifted a barrier to entry: You no longer have to wait for the press to pick up your story but you can broadcast/publish yourself Press uses social media to find stories and validating stories through trusted relationships (e.g. #eqnz)
- Voices more powerful from individuals but don’t go into anarchy, opportunity for your company to become far more dynamic and responsive Choose appropriate respond mechanism Breaks down hierarchy- empowers employees- cant control but guide
- Implementation of social media strategy is no different than implementing any other strategy
- Objective: why are you wanting to use social media (not why are you wanting to use facebook?)- get closer to customers? Launch a new product? What’s the objective? Should not be sales/revenue driven Is it an Alignm: e.g pursuing growth through partnering or xero with getting close to customers, integral part of your business more successful objective determines activities & tools
- Influencers: unleashed
- Where are your customers, how can you find out which are appropriate channels?
- Not in the game: You can choose where you want to be, Depends on industry and business minimum is reactive, so even if no active sm strategy , should be monitoring/listening to environment to protect your brand and reputation, also get feedback: google alerts, create accounts with your business name-> e.g. Twitter account, post one tweet referring them to channels you are currently using More powerful mode is engaging level: being proactive in engaging with stakeholders & exploit opportunities (share content, inform, gain feedback) we encourage the 3rd – best practice by avoiding the place where conversation is happening, missing out on opportunity to listen
- What do others say about you What do they find when they are looking for you And competitors (search on twitter ect, google alerts)
- Share thoughts and ideas to build trust in you and your brand. Building trust, two reasons: they trust, they buy anything of you or they might not be the purchasers but taking viral marketing into consideration, they will have friends ->recommend you
- Reach out through tweets, comments, send DM’s, ask questions, share content, send videos, give them a gift (serve them with your talent, e.g. Free advice) Influencers: have wider reach Group of alliances (customers, partners)-> act as testimonials, because it is online can be traced back (building a history, so future customers can refer to it) Create valuable content: dont spam What is in it for them? dont try and push your message, promotions on them but give things away All business cards should list urls for blogs, twitter and facebook
- Most people dont have discipline to keep it up-> need plan, make it part of your daily operations, identify responsibilities Content: part of daily activities; Talk about success of your clients, be interesting or controversial e.g. A frequently asked question into blog post, interview someone, share industry experience Sm guidelines: Framework that defines parameters but needs to allow for flexibility, e.g. What happens if someone talks negatively about you, no worries if you are in charge but if you delegate, make sure the person can contact you, understand that they will make mistakes
- e.g. closer to customers (measure amount of engagements, feedback received) or if obj. is launching new product (amount of interactions, no. of website hits) New environment cant use old measurements Don’t measure for sake of it, only if you intend to use data High degree of interaction-> high interest in brand/product (sales is indirect)
- As with everything it is important to measure progress and results, I recommend using analytics tools such as google analytics or catalystsonar to measure website traffic etc.
- Once you have a certain amount of engagement you will find logging on to each individual tool cumbersome. you can automate some of the processes and managing the volume of interaction by using aggregation tools such as hootsuite or tweetdeck, thus working more efficiently …. You might doubt the relevance of the tweets you are seeing on the screen…
- Some key messages around what reach is about
- Cost: although most of the tools are free, there are labour investment associated with it: you get back what you put in
- Always need to evaluate your progress & results: tangibles like increased website traffic can be measured
- Alignment: the social media strategy needs to be aligned with business strategy, e.g. One of your strategic goals is to reach 200 new customers within 3mths
- Consistency across the different channels or sites- dont want a disjointed campaign but leverage of the different channels e.g. Blog & twitter But also consistent engagement: time mgmt, set aside time for rt, comments etc
- so react to negative & positive feedback: Ability to publicly solve a problem shows that you are fair and transparent and look after your customers interests.
- Look at recommendations Keywords: in headline, past & present, summary and specialities
- Does google serarch questions
- Spredfast: campaign management but also more sophisticate reporting (Also: Chatter (salesforce)- private collaboration space for companies Ning: create your own social network
- Real cost, evaluation & measurement, alignment, consistency and honesty and transparency
- Show social media revolution video
- 78% believe in peer recommendations, only 14% trust advertising
- Facebook over 500 million users
- Not only engagement with customers but companies also use it to recruitment
- Might want to be careful what you post on your facebook page, analogy with house it is more than going thats the power and a tread You might want to be careful what you out onto your facebook profile
- Especially when you consider that the fastest growing segment is .. Honestly don’t know why
- Old mkt rule was if you had a bad experience you tell 10ppl, if you have a good experience, you ll tell 1 person. Social media changes this rule: out to 100 or 1000 through your networks and your friend’s networks, not only negative experiences spread fast, also positive
- 70 % of internet users have a fb profile 58% of whole population (around 2.5million) Social media usage in relation to population is bigger than US