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Social Media Presentation -- UCP Lisbon, March 2013

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Social Media Presentation -- UCP Lisbon, March 2013

  1. 1. How social media is driving marketing change With Calvin Jones Follow @WriterCJ on Twitter www.linkedin.com/in/CalvinJones
  2. 2. Why am I here? Co-author of Understanding Digital Marketing & The Best Digital Marketing Campaigns in the World ➢ Published in English by Kogan Page in the UK, US and India, available globally ➢ Translated (to date) into Russian, Chinese, Malaysian, Italian and Polish ➢ Content and Social Media specialist with more than 15 years online experience ➢ Staunch advocate of the power of social media to add value and effect real change.
  3. 3. Why are you here? ➢ Introduce yourself ➢ Let me know a bit about you, and why you're here ➢ Max 30 seconds... we have lots to cover
  4. 4. Managing expectations ➢ No prescriptive formulas ➢ THERE'S NO SUCH THING AS A ONE-SIZE FITS ALL SOLUTION! ➢ No “easy quick fix” ➢ No platform specific formulas “how often should I post to Facebook” etc. ➢ Strategic advice... guidance... trends... insight – that we can manage (with luck).
  5. 5. What is Social Media “Social media is an umbrella term used for web based software and services that allow users to come together online and exchange, discuss, communicate and participate in any form of social interaction.” - Me, Understanding Digital Marketing It's just people... talking to and sharing with other people... using online tools.
  6. 6. Exercise:Social Media Challenges What are is your organisation's biggest social media challenge? ➢ Have a think about it... we'll come back to the question a bit later
  7. 7. Where are we now? Early days, but social media is growing up fast! More and more brands are jumping aboard the social media bandwagon... ...but how many are connecting effectively?
  8. 8. A question... Can anyone tell me what is the second most popular social media platform in the world today?
  9. 9. Source -- Global Web Index Social Platform Active Usage Dec. 2012
  10. 10. Passive Consumption: RIP More than 40% (and growing) of UK viewers access social media sites on mobile devices while watching TV! Source: Zeebox report
  11. 11. Social Media is (still) nothing to be afraid of Why are marketers (still) so wary of social media? ➢ It's just people, interacting with other people ➢ It's communication. As marketers that's what we do ➢ We already know the rules of social engagement – we learnt them in the school playground
  12. 12. A harsh truth for old school marketers Product-focussed campaign-based marketing is on borrowed time. Smart marketers are moving to an iterative, sustainable model based on building relationships with a growing community around their brand. And it's being driven by Social Media
  13. 13. Traditional campaign mentality misses the point Building value through sustained earned engagement is more effective Source – Chemistry Communications Group
  14. 14. Back to basics Social Media is Simple it's people that make things complicated!
  15. 15. Start with the most powerful tool in your social media arsenal ➢ LISTEN to your customers ➢ What are they talking about? ➢ Where are they talking about it? ➢ What do they like? ➢ What don't they like?
  16. 16. Keep listening! ➢ LISTEN to your competitors ➢ What are they talking about? ➢ Where are they talking about it? ➢ What can you learn from them? ➢ How can you do better?
  17. 17. ➢ “We have two ears and one mouth, so we should listen more than we say.” ➢ ― Zeno of Citium, as quoted by Diogenes Laërtius
  18. 18. Learn from your customers -- then give them what they want ➢ Social media is like the worlds ultimate focus group ➢ Marketers can learn directly from their customers... ➢ It's practically free, and almost real time
  19. 19. Where do you listen? Go wherever people are talking about and sharing stuff that's relevant to you
  20. 20. How to listen ➢ Social media dashboards ➢ Social media monitoring tools ➢ Search ➢ Automated Alerts ➢ RSS feeds ➢ Community interaction ➢ Paid monitoring services
  21. 21. Simple Case Study Barclays Ping It ➢ Leading UK Bank launched mobile app ➢ Social monitoring flagged negative feedback ➢ Bank took positive action ➢ Win win for customers and brand
  22. 22. A little test at the Marriott Lisbon No response so far...!
  23. 23. Exercise:Social Media Challenges Lets talk a bit about YOUR social media challenges and experience
  24. 24. What's the foundation of enduring social engagement? GREAT CONTENT! “Just create something valuable that people want to share, and make it easy for them to do so.” David Meerman-Scott, Author, World Wide Rave (Most) people are social creatures We are compelled to interact with and share things we find interesting. We're hard wired that way Social media simply magnifies a very natural human instinct
  25. 25. Content is not King It's much more important than that!
  26. 26. Why is content so vital to your social media marketing? Content does the heavy lifting ➢ Content gets your brand noticed and shared ➢ Content sparks conversation and engagement ➢ Content earns customer attention and advocacy ➢ Content drives conversion
  27. 27. How do you create great social content? Sometimes creating powerful, shareable, high impact content happens by accident. You just find yourself in the right place, at the right time. Image © 2012, Simon Duggan
  28. 28. More often it takes a lot of hard work Creating outstanding shareable social content requires: Understanding, insight, empathy, planning, timing, talent, relevance... ...and INVESTMENT.
  29. 29. But what makes great content? THERE IS NO MAGIC FORMULA Know what your customers want, understand what resonates with them THEN GO CREATE IT!
  30. 30. Finding great content ideas and great content to share ➢ Back to listening again ➢ What are people (customers, competitors, thought leaders) talking about? ➢ What are they sharing? ➢ Keywords ➢ What are they searching for? ➢ Analytics ➢ What are the most popular content types on your blog / website?
  31. 31. Q. What kind of online content works? Here's what most marketers believe... according to eMarketer The real answer is that the best content is whatever your customers need / want / like / enjoy So we're back to listening again (anyone spot a theme here?)
  32. 32. Why are we talking about content so much? ➢ You can't look at social media without talking about content ➢ Great content drives social sharing, and boosts your credibility ➢ High quality, relevant content that resonates with your audience gets your brand noticed ➢ Sharing OTHER PEOPLE's great content is a crucial part of the Social Media equation
  33. 33. Content tips ➢ Create content that adds value for consumers ➢ Will it make them laugh, will it solve a problem, will it make their day a little (or a lot) easier? ➢ Would you share it with your friends? ➢ If it doesn't then you're just adding to the noise ➢ Understand your community and focus on delivering relevance and value for them!
  34. 34. More Content tips ➢ Use visual content for instant impact (video and photos can be incredibly shareable ➢ Create a “content calendar” to stay organised... but ALWAYS be flexible to embrace new opportunities ➢ Build “Evergreen content” that keeps adding value for new waves of customers. ➢ Ditch the anonymous posts! Give authors credit!
  35. 35. “If you would not be forgotten as soon as you are dead, either write something worth reading or do things worth writing.” – Benjamin Franklin
  36. 36. And the Oscar for best marketing element in a supporting role goes to.... Your Product! In the consumer empowered age of social media, we need a new kind of marketing driven by relevant content that EARNS attention
  37. 37. Advocacy A focus for 2013 say “Marketers” 70% of marketers plan to increase spending on advocate marketing programs in 2013 Source: “2013: The Year of Advocacy,” a study conducted by Zuberance and UBM Tech
  38. 38. How about bringing the conversation home? Adding social elements to your own site ➢ Feeds from social media accounts ➢ Blogs ➢ Support Forums ➢ Live Online Support ➢ Reviews and ratings (www.amazon.co.uk) ➢ Social applications (www.ideastorm.com) ➢ ... use your imagination.
  39. 39. Dell Ideastorm – giving customers what they want
  40. 40. Measuring Social ROI
  41. 41. What are you really measuring? ➢ Social metrics (likes, retweets, shares, mentions, reach etc.) can be good milestones of social engagement, but they don't really measure Return on Investment (ROI). ➢ Conversion of social media effort into tangible business value (ROI) doesn't normally happen on social platforms ➢ When senior management say “show me the money” you need to be able to link social engagement to established conversion metrics on other platforms (web, email, etc.).
  42. 42. Google Analytics Social Reports ➢ Track social activity relating to your content ➢ See which social platforms send the most people back to your site ➢ Set goals and measure how social impacts conversion.
  43. 43. Use measurement to inform strategy ➢ Which social platforms are driving the most traffic to your online content? ➢ Do visitors from different social channels seem to engage more with different types of content ➢ Measurement and analysis of real data lets you make informed decisions about your social media and content strategies. ➢ Use measurement as a guide... learn from it, but don't let it override your human instinct. Remember... social media is about people!
  44. 44. Share some of your favourite examples of Social Media in action?
  45. 45. The Social Media Rules of Engagement ➢ Listen and learn ➢ Draw on what you already know ➢ Be open, honest and engaging ➢ Be relevant, interesting, entertaining ➢ Add value with great content -- don't just push your “message” ➢ Respect rules – written or otherwise ➢ Respect other people
  46. 46. Thank you...! @WriterCJ on Twitter www.linkedin.com/in/CalvinJones calvin@cjwriting.com www.cjwriting.com

Notas do Editor

  • Brief introduction... about me, my background, what I do, etc.
  • Get a bit of insight into the audience... who they are and what they want out of the session.
  • No prescription: No such thing as one-size-fits-all Relationship between every business and its customers is unique No “Quick fix” Building sustainable, mutually beneficial relationships takes time and effort
  • Lots of different definitions but boils down to people... talking to and sharing with other people... using online tools.
  • Exercise
  • Facebook and twitter are youngsters, and Google, perhaps the most iconic digital brand in history, is barely an adolescent as it approaches its 15 th birthday. Established platforms and communities, maturing – beware of jumping into the next big things – stay with your “audience”
  • Surprisingly G+ now the second most popular social site... and YouTube #3 Bear in mind that the most effective social platforms for your brand are the one your customers / prospects use – which may or may not match the trends. Focus energy on where your customers are active (Pinterest or Flickr).
  • 52% of the total minutes spent using the tablet or the smartphone occured while also watching TV (GFK Knowledge, USA).
  • Afraid to lose control! But not in control any more anyway.... No need to be afraid if: You're Honest, Authentic, Helpful Add value, are genuine Respect the people you interact with! ... and remember BE SOCIAL
  • The old campaign approach to marketing is hanging on... but it no longer makes sense. Building sustained engagement through regular interaction and sharing valuable (interesting / informative / entertaining / problem-solving) content is the way forward.
  • Amazes me how many businesses and brands dive in without listening. Understand them... know where they are online... and engage on their terms on the platforms they choose to use.
  • Amazes me how many businesses and brands dive in without listening. Understand them... know where they are online... and engage on their terms on the platforms they choose to use.
  • Facebook, Twitter, YouTube, Pinterest, Flickr, etc. Blogs, social sharing sites, forums, review sites Industry specific verticals / niche social media sites Use online tools to find and monitor relevant conversations
  • Social media dashboards Hootsuite, Tweetdeck Social media monitoring tools Trackur / Sprout Search Twitter Search, FB Graph Search, Google, etc. Automated Alerts Google Alerts Filtered RSS feeds Community interaction / Advocates Paid monitoring services Sysomos Heartbeat / Radian6/Salesforce Cloud
  • users were unhappy that the app didn’t work for under 18’s. Not just teens... also parents who couldn't transfer money to their children. Within the week Barclays opened up the app to 16 and 17 year-old users, Showing they listen and creating positive “buzz”
  • users were unhappy that the app didn’t work for under 18’s. Not just teens... also parents who couldn't transfer money to their children. Within the week Barclays opened up the app to 16 and 17 year-old users, Showing they listen and creating positive “buzz”
  • Exercise
  • likes, fans, retweets, reach, mentions, interactions measure reach and engagement, but don't really measure ROI