Social Media Breakfast Briefing at the DBA Nov 09

An introduction to
Social Media

We’ve seen a big
behaviour change

People have more control over
what they read, watch, digest ...

... and connect where and when
they want

Business and personal lives are
interlinked

People are less trusting of
marketing and pr ...

... and rely more on the
recommendations of others

People have more power
and social media has helped
them get it

What is
Social
Media
?

A rose by any other
name ...

Social media
Web 2.0
Social business
Social media marketing
Enterprise 2.0

They’re all the same thing ...

... it’s about people having
conversations, connecting
and engaging online

A
fundamental
shift from
traditional
marketing
methods ...

... of
‘speaking at’
your
audience ...

It allows you to
engage with
people ...

... and allows
them to
engage with
you ...

... which
encourages
participation ...

There is also
a karmic
quality to it

Showing how well you treat
customers and clients
encourages loyalty

Which turns your community into
brand advocates and creates
WOM

A recommendation from a friend
would make 71% more comfortable
with a product or service - more so
than their own past experience (63%)
and advertising (15%)

MediaLab

?
How can it
help your
business

Raise awareness and establish
credibility ...

... by showing that you know what
you’re talking about ...

... you can establish yourself as a
thought leader ...

... which gets people talking about
you positively

It can also connect you to key
inﬂuencers who can help to build
your brand

Monitor and manage
reputation ...

... by ﬁnding out what
people are saying about
your brand online ...

... you can engage with
those making positive
comments ...

... and respond
positively to
negative comments

You can also monitor
what’s being said about
your competitors ...

... and clients/
potential clients

Monitoring tools also allow
you to track trends ...

... and observe what’s being
talked about in real time

By establishing your credibility in
your specialist area ...

... you can become the ‘go to’
person when people are looking for
your service

It’s not a place for selling. It’s a
place for connecting and engaging

Social media users are a
savvy lot ...

... and will see through any crafty
selling tactics ...

... which will only damage
your brand

Communities can be very
powerful ...

... as well as being advocates ...

... they are a fantastic source of
information ...

... listen to them, learn from what
they’re saying ...

... and make the most of crowd
sourcing

Any PR strategy should
integrate both online and
ofﬂine ...

... and social media helps by
boosting the spread of news ...

... and increasing your
reach dramatically ...

Greatly improve your
search engine optimisation

The more relevant links
to your site, the higher
Google will rank you...

... using social media
creates a greater number
of links to your site ...

... this is boosted further if
you include keywords in
your sm strategy ...

Social
Widgets
Networking

Chat
Blogging
Rooms

Social Media Micro
Forums
Platforms Blogging

Podcasts RSS

Photo Video
Sharing Sharing

over 50 million members in over 200
countries and territories around the
world

A new member joins LinkedIn
approximately every second

Executives from all Fortune 500
companies are LinkedIn members

Many employers use Linked In as
their primary recruitment tool

More than 300 million active
users

50% of active users log onto
Facebook every day

The fastest growing
demographic is 35 years and
older

If Facebook were a country it
would be the 8th most
populated place in the world,
just ahead of Japan

Great example of
communication being about a
dialogue, not a monologue

Powerful way of establishing
yourself as an inﬂuencer and
thought leader in your industry

Allows you to share news,
opinion and advice with your
community and allows them to
engage with you

RSS and email allows
subscribers to the blog to
receive updates as they
happen

The growth rate of Twitter
users from January to
February 2009: 1382%

The average number of tweets
per day: 3,000,000

A powerful networking tool
that allows you to engage with
inﬂuencers and people in your
network in real time

Who’s
using
Twitter
?

How do
you get
started
?

Make sure you’re
ready for it

Accept you can’t control
the conversation

Understand that it’s far
more than a simple
marketing or pr tool. It’s a
new way of communicating

Be prepared for the good
and bad

Allow it to grow organically
and be open to wherever it
takes you

Ensure you have the
internal resource to
support it

Develop your
strategy. What are
your objectives?
What do you want
to achieve? How
you will measure it.

Find where your
audience is and be
there

Who should be responsible internally?
Ensure they understand what’s expected

It can be
addictive, so
decide how
much time is
acceptable and
stick to it

Listen and engage
with your
community. It’s a
dialogue, not a
monologue

Encourage sharing ... this is what
helps build your community and
increase awareness

Be real and authentic ... people
connect with people so let your
brand personality shine through

Social media isn’t a quick ﬁx.
It’s a marathon not a sprint

Social media has brought
about a fundamental
shift in how we communicate
and it’s here to stay

Many inﬂuencers and people
you want to connect with are
using it ...

... and if you’re not engaging
with them, others will

You might
want to get
onboard

Gemma Went
Red Cube Marketing

020 7993 4998
gemma@redcubemarketing.com
redcubemarketing.com
twitter.com/gemmawent
linkedin.com/in/gemmawent
facebook.com/gemmawent

Credits

Imagery from www.sxc.hu
Facts, stats and info (with thanks) from:
Marta Kaga, Time Magazine, Universal McCann
Nielsen Global Faces & Networked Places, 2009
Mark Zuckerberg, January 7, 2009
Neville Hobson, October 2009
The Marketeer November 2009
Media Lab November 2009

Social Media Breakfast Briefing at the DBA Nov 09

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Social Media Breakfast Briefing at the DBA Nov 09