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Social Media 101
- 1. Viviana Ascencio Fundraising Marketing Intern Social Media?
- 3. 1. Understand Social Media 2. Understand the Consumer 3. Set Clear Objectives Getting Social Media to Work
- 5. “Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.” - tvb.org What is social media?
- 6. “Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc).” (Bottle PR) What is social media?
- 7. “It's like a party in someone's house. Lots of conversations going on in different rooms about all sorts of different things, somehow though you always end up in the kitchen or hallway. The difference is that you create that ‘hallway or kitchen’ space” (Guy Stephens, 2009 ) What is social media?
- 8. • Engagement • Technology • Software • Sharing • Communication • Conversations • Creation
- 9. One to Many Dialogue What is Social Media ?
- 11. The New Consumer? Self centred? Cat lover?
- 12. The New Consumer
- 13. Gen C is a state of mind Gen C strives for expression Gen C is constantly connected Gen C values relevance and originality Generation C
- 14. Is a State of Mind
- 15. Consumer has a Voice
- 16. Consumer has a Voice More than 1 million creators around the world
- 17. Consumer has a Voice • 24 million Active users in the UK • Average daily uploaded FB photos 350 million • Average number of messages sent daily 10 Billion
- 18. Consumer has a Voice Users produce about 44.5 million new posts and 56.7 million new comments each month.
- 19. Consumer has a Voice 5 Million of daily Article Pins
- 21. • Participation • Engagement • Technology • Software • Share • Peer-to-peer • Communication • Social interaction • Conversations • Rooms (Spaces) • Creation
- 22. Awareness Consideration Preference Buy The Impact on Business
- 23. Awareness Buy The Impact on Business
- 24. The Impact on Business 61% of customers read online reviews before making a purchase decision
- 25. The Impact for Businesses Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers Emarketer, 2010
- 26. Information Connectedness The impact for Business
- 27. The impact on Business
- 28. Buying Journey Touch Points
- 29. Buying Journey Touch Points
- 30. Social Media is a top of the funnel action Awareness Consideration Preference Buy
- 31. The Reality of Networking Platforms In average a typical Facebook user has 300 friends
- 32. The Reality of Networking Platforms How many are really close to you?
- 33. The Reality of Networking Platforms How much you care what other share?
- 34. The Reality of Networking Platforms Where is the line between the social platform and the marketing tool?
- 35. Buying Journey Touch Points
- 37. “Strategy first, execution second” How can we start a dialogue?
- 38. Choose you goals wisely • Create awareness • Enhance customer support • Increase engagement • Acquire new supporters • Increase registrations • Educate
- 39. Choose you goals wisely Position Barnardo’s as a leading children’s charity
- 40. Choose you goals wisely In other words: We want to position the charity to be a top of the head option
- 42. Choose you goals wisely Increase in 5% the awareness of the Big Toddle in the South East of the UK by the end of 2014
- 43. Choose you goals wisely S •Create awareness M •5% A •Compare to prev year R •Accordingly with Co Strategy T •Year 2014
- 44. “A social strategy – a real one – is an adaptation to the new social customer, plain and simple” (Dr. Michael Wu, 2013)
- 45. Listen What is trending in SM? Monitor Keywords and Key messages
- 47. Recognise Who is already talking about you? Opinion leaders
- 48. Recognise Facebook helps you to monitor the level of engagement
- 49. Plan your Content Use content to achieve business objectives not content objectives
- 50. Decide how to Approach each channel Refine your decision about the types of content you'll post in each channel.
- 51. Decide how to Approach each channel Short, informative Interests How – to Light entertainment Build experiences Life project Professional interests Professional project
- 52. Monitor The more you understand the effect of your content the better benefits you’ll find in your SM
- 53. Overview • Social media is one of digital marketing channels • The new consumer is a state of mind • Work closely to your organisation strategy • Take the time to plan
- 54. Viviana Ascencio Fundraising Marketing Intern Thank you!
Notas do Editor
- My experience volunteering in different charities has shown me the challenges of approaching social media. People ‘know’ that they must be on social but don’t know exactly how. Sometimes, social it’s mistakenly taken as free advertising and having a Facebook page, or account or group, will bring a lot of benefits. Perhaps just opening an account on a social platform is for free but maintaining it is time consuming and, in some cases, demands quite some resources. This is what then open questions like Is it worth it? Should I join other platform, where is all the magic?? etc
- I have recognised three reoccurring issues when approaching social. I have noted that these charities tend to have unclear objectives, there is a misunderstanding or false expectative on the benefits of networking platforms, there is disintegration of the social media in relation to the whole business, and lastly I have found lack of connection with their supporters. I thought it would be useful to share my reflexions and get your feedback.
- First, understand social media. What is social media. I found a useful blog post on Ecounsultancy about this issue. The blog asked profesionals in the field to help define the concept. They got definitions like…
- The rapid penetration of internet and fast changes in technology has been a trigger for consumer transformation. Information is just in our finger tips, this give us, consumers, an advantage bargain power (we have more options to select from), connectedness, and perhaps the strongest change it has given us a voice. Thanks to the internet consumers who have the natural interest to engage in actions to change their environment, as well as gain knowledge of their options, find the appropriate tools to achieve psychological empowerment through the access to more information, a larger number of market offers and the ability to interact with likeminded consumers. As a result, the traditional consumer-company power relation has suffered dramatic changes observable in the marketplace. For example,variations in the purchase decision process, an increase in consumer to consumer communications and the way consumers approach companies.
- The rapid penetration of internet and fast changes in technology has been a trigger for consumer transformation. Information is just in our finger tips, this give us, consumers, an advantage bargain power (we have more options to select from), connectedness, and perhaps the strongest change it has given us a voice. Thanks to the internet consumers who have the natural interest to engage in actions to change their environment, as well as gain knowledge of their options, find the appropriate tools to achieve psychological empowerment through the access to more information, a larger number of market offers and the ability to interact with likeminded consumers. As a result, the traditional consumer-company power relation has suffered dramatic changes observable in the marketplace. For example,variations in the purchase decision process, an increase in consumer to consumer communications and the way consumers approach companies.
- These definitions mention important characteristics of social media, it’s about sharing, communication, engagement, interaction, creation, etc… But they forget to mention two things. First, social media is a channel of digital marketing, it belongs to a digital system and should be seen as such. It’s primary role is to create conversation and make us visible.
- Although it may appear as a simple idea, having conversation online is quite a challenge for organisations. The old communication way was a monologue
- I think that one cannot understand social media without having the ‘new consumer’ in mind. So I thought it was jumping to talk about the consumer/supporter and then I’ll go back to social media. Let’s see if this makes sense…
- But who is the ‘new consumer’ is a selfish individual that just care about her/himself? Personally, I think there is a lot of ‘ME’ nowadays but to be fair there is more in there than selfies and cats
- The advances in ICT’s the penetration of the internet our behaviour is changing. The use of social technologies has become a cultural, social and economic phenomenon. Hundreds of millions of people are conducting social activities on the internet, organising political activities as we saw the arab spring, many are finding love online, grand parents can connect with grand children. We are forming and maintaining social bonds on social platforms
- Although it may appear as a simple idea, having conversation online is quite a challenge for organisations.
- Although it may appear as a simple idea, having conversation online is quite a challenge for organisations.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- Coming back to the key characteristics of social media, we can see that these are all characteristics as well of the new consumer. So getting in social media is about participating in a social change, this is why it is a must be there.
- Consumer buying path has dramatically changed from the traditional, never really existing, inverted piramyd or funnel. To…
- A constant contact with other users, brand messages, etc.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- The new consumer has more access to information and keeps connected
- Today, consumers accept advice from peers, family, friends, and even strangers. A constant contact with other users, brand messages, etc. The idea here is to show how crowdsourcing affects the different stages of the marketing mix. On one hand I can talk about the research and development of the product but also how this affects the selection process empowering consumers to be more picky when deciding. Comparison sites or, in this case, fundraising sites don’t make it anymore about the charity but donating, telling your own story what do you support. We are helping people to tell their story to build a part of their personalities. This is why it is so important for social media to be connected with the communications department. Also this also makes the point of connecting with donors to see what challenges they want to assume or what stories they want to tell and how we can help them to do this.
- A constant contact with other users, brand messages, etc. The customer journey has grown more complex. Before making a brand decision consumers may engage with a brand through different media channels
- A constant contact with other users, brand messages, etc. The customer journey has grown more complex. Before making a brand decision consumers may engage with a brand through different media channels
- The rapid penetration of internet and fast changes in technology has been a trigger for consumer transformation. Information is just in our finger tips, this give us, consumers, an advantage bargain power (we have more options to select from), connectedness, and perhaps the strongest change it has given us a voice. Thanks to the internet consumers who have the natural interest to engage in actions to change their environment, as well as gain knowledge of their options, find the appropriate tools to achieve psychological empowerment through the access to more information, a larger number of market offers and the ability to interact with likeminded consumers. As a result, the traditional consumer-company power relation has suffered dramatic changes observable in the marketplace. For example,variations in the purchase decision process, an increase in consumer to consumer communications and the way consumers approach companies.
- A constant contact with other users, brand messages, etc. The customer journey has grown more complex. Before making a brand decision consumers may engage with a brand through different media channels
- Thank everybody for coming. I hope you find the presentation interesting. Perhaps you can say that today you learn something new or, at least, that you saw a different angle of something you already know
- The urge for using social media may overlap the importance of understanding why and how you need it.
- It may sound simple but this is quite a complex task. If you find yourself setting objectives in less than five minutes, or you set your objectives every time there seems to be a problem with social media behaviour, you may want to review the relevance of your social media objectives.
- But who is the ‘new consumer’
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.
- But most importantly, the new consumer has a voice. No longer we are passive receivers of advertisement or propaganda.