An introduction to social media

1. Sue Anstiss
November 2010
Step into Social Media

2. • Quick bit about you...
• Your experience of social media?
• What you’d like from today?

3. First newspaper
published
Computer
19701752 1916 1930’s 2010
TVRadio

4. The old communication model
was a monologue.

5. 3000
The average person is exposed to
advertising
messages/day

6. The new communication model
is a dialogue.

11. Social media...
People using tools
(like blogs and video)
& sites
(like Facebook and Flickr)
to share content
and have conversations online.

12. Social media is not a strategy or a
tactic – it’s simply a channel.

13. Social media is a
conversation online.
Look who’s talking:
o your customers
o your employees
o your investors
o your critics
o your fans
o your competition....
o anyone who has internet
access and an opinion.

14. 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…

15. Why
should
we care

16. BECAUSE 2/3 OF THE GLOBAL INTERNET
POPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
Photo by sinulog 2006 at
Flickr

17. BECAUSE VISITING SOCIAL SITES IS
NOW THE 4th MOST POPULAR ONLINE
ACTIVITY – AHEAD OF PERSONAL EMAIL
Nielsen, Global Faces & Networked Places, 2009

18. but
does Social Media
work?

19. 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

20. Selectives
Mavens
Butterflies
Wallflowers
Engagement dbase July 2009 – Top100 Brands
Wetpaint & Allimeter

21. Engagement correlates with performance

28. But how do we
get started?

29. 10 Keys
to Social Media
success

30. 1. Experiment with social media
• Experiment personally
before professionally
• Try a variety of social
media tools
• Be yourself, make some
friends, and share

31. 2. Have a strategy

32. Photo by Utne.com
HOPE IS NOT A
STRATEGY.

34. 1. 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 Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

36. 3. Listen

38. o 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

42. o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right
away

45. 5. Give
generously

46. o Don’t be afraid to share
o Make your content easy
to share
o Think like a contributor &
not a marketer

47. Relinquish
control

48. social > media
H i n t : S h a r e s o m e s t u f f .

49. o Don't shout
Don't broadcast
Don’t brag
o Speak like yourself
o Personify your
brand

50. 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

51. 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

52. 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

53. 10. Measure
results

54. www.google.com/analytics

55. Free analytics to measure success

56. Facebook offers unique analytics
Standard 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

57. Paid for analysis
Level 3Level 1 Level 2

60. Questions
so far

61. o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Podcasts
o RSS feeds

63. 57%
have
joined
a social
network

65. 500 million users
100+ million mobile
WORLDWIDE

66. Over 24 million users
11+ million daily
UK STATS

67. o Fastest growing social network
o 24 million members in UK
o Powerful tools to engage and
understand your audience

68. o Your homepage on Facebook
o Messages, photos, videos, events
o Interact with users
o Fans see your page updates in
newsfeed

69. Photos Events Video Comments Groups Messages Pages Applications

70. o Facebook ads give you the ability to advertise
directly to specific demographic groups

71. o Location
o Age
o Sex
o Keywords (appear in your
users profile)
o Education
o Workplace
o Relationship status
o Relationship interests
o Languages

72. o Facebook Insights provides information about
your ad campaign
o Use this information improve your campaign

73. Make you website more social by integrating with Facebook

74. Add the ‘like button’ to your
website and emails

75. 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

76. 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’

77. Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second

81. 1. Instructional
2. Meet the team
3. Behind the scenes
4. Events
5. Testimonials
6. Entertain

82. 83% have watched video clips

85. Using YouTube for business
10 great ideas!

87. o Showcase events
o Meet people
o Behind the scenes
shots
o Run competitions
o Reveal new products
o Encourage customers
to share

88. 4,000,000,000
The number of photos archived on Flickr.com
- October 2009

92. 200,000,000
blogs

94. 1. Transparent
2. Relevant
3. Be active
4. Engage in dialogue
5. Lots of links

95. Source: Universal McCann Comparative Study on Social Media Trends April 2008
73%
of active online users have read a blog

96. o Personal broadcast
system
o Marketing, public relations
and customer service
o Give your brand a voice
within the community
o Share timely information
o Personify your brand

97. 1,105% year on year growth

98. Nearly 75 million people visited the
Twitter site in January 2010…

99. 1.2 billion Tweets – in January 2010

100. tools

103. Who I follow…

105. 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

106. DON’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

108. Geo-location services

111. Branded geo-location services

112. o Share locations
o Reward attendance
o Leave
recommendations
o Link to other people

114. Some things to do

115. IF YOUR PRODUCT IS RUBBISH,
SOCIAL MEDIA WON’T FIX IT.
Photo by arlen at Flickr.com

116. HOWEVER, IF YOUR CUSTOMER
SERVICE IS RUBBISH, SOCIAL MEDIA
CAN HELP

117. IF YOUR COMPANY’S WORD OF MOUTH IS
RUBBISH, SOCIAL MEDIA CAN HELP

118. NEVER
FORGET
THE
BASIC
RULES

119. o Experiment with social media
o Make a plan (& plan your content!)
o Listen
o Be transparent & honest
o Share your content
o Act like a person
o See criticism as an opportunity
o Be proactive
o Accept you can’t do it all yourself
o Measure your results

120. “Marketing”

121. “Advertising”

122. “Public Relations”

123. “Social Media Marketing”

124. Testing the Methodology

125. “White Christmas”

126. Some reading material...

130. Sue Anstiss
01628 630363
sue@promotepr.com
@sueanstiss
http://uk.linkedin.com/in/sueanstiss
www.promotepr.com
Grateful thanks for help with my slides to:
http://bonafidemarketinggenius.com

131. 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%