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Social Media 101

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Social Media 101

  1. 1. Social Media 101 CloudRaker Insights May 2012
  2. 2. Digital is the new normal
  3. 3. 50 THE NUMBER OF YEARS 38 years IT TAKES TO REACH 13 years MILLION USERS 3 years 4 years months
  4. 4. ere is a conversation happening. Here is a quick view of the social media universe, categorized and also organized by how people use each network. – Brian Solis, 2011
  5. 5. Facebook & Canada - Socialbakers 2011
  6. 6. is is Digital Darwinism e evolution of consumer behaviour when society and technology evolve faster than our ability to adapt. – Brian Solis
  7. 7. From postal to mobile. People’s behaviour is changing.
  8. 8. Four out of five internet users visit social networks. – Nielsen Social Media Report (2011)
  9. 9. One-third of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom. – Oxygen Media
  10. 10. 50% of social media fans will purchase from a brand they follow. - eMarketer, Oct. 18, 2011
  11. 11. 1 in 5 couples meet online; 3 in 5 gay couples meet online. – Socialnomics, 2012
  12. 12. Social Media has overtaken porn as the #1 activity on the Web. – Socialnomics, 2012
  13. 13. 80% of CEOs believe their brand provides a superior customer experience.
  14. 14. But only 8% of their customers agree. – Bain & Company, 2005
  15. 15. 76% of consumers do not believe that companies tell the truth in advertising – Yankelovich Study, 2011
  16. 16. 90% of consumers trust peer recommendations Source : Nielsen Global Online Consumer Survey, 2011
  17. 17. “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards, Vice-President Global Brand Nike
  18. 18. CloudRaker | Social Media 101 Your Brand is Social Whether You Like it or Not ere is a conversation out there ere is no ‘opt-in’ clause when it comes to social media. Conversation is already happening about your brand, the question is whether you want to join in and help steer it in a favourable way. 19
  19. 19. CloudRaker | Social Media 101 e Good News is You Already Know How to be Social. It’s the same as being a person. ere is no science to developing a social brand. Sure, there are methodologies and ways to measure your impact (more on that later), but the simple truth is that a ‘Brand Personality’ just isn’t enough, now your brand has to behave and react like a living, breathing human being. 20
  20. 20. CloudRaker | Social Media 101 Ask Yourself a Simple Question. If your brand was a person, would you want to be seated next to him/her at a dinner party? e basic rules of human interactions apply: Is this person interesting? Does he or she listen to me when I speak? Does he or she make me feel good about myself? Does he or she have a tip or a suggestion when I tell them about a struggle or frustration? And so on… In paid media, we expect a brand to go and on about itself, that’s why they have to pay for the space. In social, talking about oneself endlessly is bad form. 21
  21. 21. CloudRaker | Social Media 101 Change Your Tone. Get down off your Traditional Media podium and have a real conversation. e rules have changed. In paid media venues the message is controlled. In the social space it is a real-time exchange with your customers. 22
  22. 22. CloudRaker | Social Media 101 Ain’t love a bitch? In social media, you can’t buy viewers attention, you have to earn it. Of course there are ways of increasing the chances they notice you through paid media strategies, the only way to keep them engaged is by being meaningful in their lives. If you keep them entertained, bring value to their routine or provide unique experiences, they will stay by your side. 23
  23. 23. Social planning
  24. 24. 1. Start with Define your objectives Strategy isn’t the goal. It’s the path you plan to take to get there. So, let’s put some goals out, and then talk strategy to reach them. Here are some examples of goals you may want to achieve: • Build brand awareness • Improve brand perception & reputation • Support for digital strategy • Know more about your consumers • Connect with your target audience • Promote a new product and increase sales
  25. 25. 2. Listen Do your homework and listen to what is being said about your brand Knowing what’s important to your customers can help you better understand their needs. And when (prospective) customers acknowledge that you’re listening, you immediately strengthen your relationships with them.
  26. 26. 3. Who Your target, your audience. Before going anywhere, make sure you know with whom you want to have a conversation and make him or her your friend. Turn strangers into friends. ("friends" are prospects you've earned permission to talk with: even though they haven't turned into customers yet. Turn friends into customers. "Customers" were converted from total strangers, to interested friends, and then to dedicated users. Turn your customers into salespeople (* most importantly). Figure out how to empower people who like you, who have a vested interest in your success.e community is too large and powerful. You can't outperform them. You must join them.
  27. 27. e Four ‘Ps’ of Planning 28
  28. 28. Personality Be unique and useful. Social media is personal, so having a strong personality is key to a good social media strategy. ink of your activities in the social media space as a hybrid of content and brand messaging. By creating some scale of value for your consumers whether that be entertainment or utility, you draw them into your online brand space where they opt into a dialogue. Like all relationships, your social brand needs to engage, respond, and be present.
  29. 29. People Leverage your existing brand lovers (fans, employees, friends) as brand ambassadors.
  30. 30. Presence Building a presence in the community that matters to your customer and target market can help a brand increase its visibility and credibility. (Facebook, Twitter, Youtube...).
  31. 31. Publish e two rules of publishing on social media is to connect and engage. In other words, do what a normal person would do in real life. Tell stories. Ask questions. Listen. Show pictures. Share tips. Give. Receive. Live. Have FUN.
  32. 32. e tools
  33. 33. CloudRaker | Social Media 101 Different strokes for different folks Linked In Facebook Twitter Content approach: Pinterest Content approach: Content approach: I’m a leader in my Content approach: Let’s be friends. I Let’s share news. industry and have Check out this have cool content to I’ll help you navigate interesting things to wonderful recipe share with you and this big ol’ web of ours share about my and do it yourself. I’ll reward you for and if you have a business. I can help being my friend problem with my you advance your with exclusives and product or service, career or your own promos. come here for help. business, and I’ll bring together like-minded people so that you can all benefit from shared 34 content and learnings.
  34. 34. CloudRaker | Social Media 101 Different strokes for different folks Google + Content approach: Blogs Instagram Foursquare I’m digitally savvy. Content approach: Content approach: Content approach: I have interesting Come see me Check out this Look where I am content to share but here for more beautiful vintage right now. need more space to information and picture. get my point across details. than Twitter. Also, I want to facilitate conversations though my commenting, circles and hang out functionalities. 35
  35. 35. How to connect?
  36. 36. e Five ‘Cs’ of Connecting 37
  37. 37. Create Easy sharing information. Show them who you are beyond the brand. e highest form of ‘thought leadership’ lies in the ability to create unique posts that provide insight on your thought process and your opinion on the subjects you are passionate about.  Whatever form you choose to use to express your thoughts and positions, be prepared to engage with your audience about your posts and keep the invitation to engage open.
  38. 38. Care Make them feel like they’re part of your team. is is one of the most important things you will need to do while utilizing Social Media. Care about what you do, promote, say, as well as who you are in contact with. is doesn’t mean that you have to like everyone, just care that they like you. When using Social Media, your content must be of importance to you, your presentation must matter and even the smallest details should come upon your care radar. Don’t think people aren’t watching, they are,
  39. 39. Community Building relationship online. Each of us wants to belong, and the information we share is likely to provide value to someone.   Find your tribe!  ere is an audience that is ready to delight in you and the information and content you share.  Over time you'll become more familiar with the content that is resonating with your audience based on the level of feedback and sharing that follows your posts. In addition, it is very likely that a number of individuals will surface that are happy to amplify your message and engage with you on a regular basis.  
  40. 40. Communicate Your chance to have a say. After connecting, you need to reach out and communicate. Don’t wait for people to talk to you. Instead strike up a conversation, whether it is in 140 characters or more. is shouldn’t be too difficult since now you have made connections with people who interest you in some way.
  41. 41. Commitment Be consistent. A social media strategy demands a commitment of time and consistency in order to add value and create the kind of engagement you'll need to grow.  e best way to ensure you are committed to the strategy is by establishing an allocation of time devoted to its development. 
  42. 42. ROI
  43. 43. Clear objectives = Clear results Once again, we must emphasize the importance of clarifying goals. Once we have clear idea of what we want to accomplish, we can define the KPI that will allow us to measure if we're achieving all of our objectives.
  44. 44. e whole is greater than the sum of it parts Measurement must take into account the whole ecosystem, not only our social media campaign, but all our communication efforts.
  45. 45. Before, During and After Before : Benchmark & listen comment on the web During : Measuring the reactions to what we do After : Measure our KPI
  46. 46. Quantitative doesn’t mean much without Qualitative e figures are not enough to evaluate a campaign. We must dig farther down and find qualitative insights that allow us to really understand what worked and what didn’t
  47. 47. Inspirations
  48. 48. Sharpie e permanent marker company. rough social media and other marketing efforts, this company has taken an ordinary commodity and turned it into a common noun. Sharpie excels on Twitter, but they also make good use of their blog and Instagram and have even formed their own community.
  49. 49. CloudRaker | Social Media 101 Sharpie’s blog : ey created a Sharpie squad which was responsible for all social media efforts online. ey gathered all different stories from people and made a blog about it. ey leverage their customers to create creative content. 50
  50. 50. CloudRaker | Social Media 101 Sharpie on Instagram #sharpie 51
  51. 51. CloudRaker | Social Media 101 Facebook: Sharpie uses their Facebook page mostly to engage with their community. ey took content from their blog & Instagram account to engage with their fans. 52
  52. 52. Starbucks Starbucks has kick-ass social media strategies.  Now that it is giving away free WIFI, it is even more of a magnet for roving laptop warriors.  With 29 million Facebook fans, the company has held a number of promotions on its page to drive engagement. For example, Starbucks held a promotion for free pastries on its Facebook page, allowing customers to access a coupon that would give them a free pastry with the purchase of a coffee drink. Advertising on the social network has also helped to drive traffic to Starbucks’ page. e combination of geolocation and social networks is also a huge avenue for Starbucks and the company was one of the first major brands to broker a deal with popular location-based social network Foursquare.
  53. 53. Client name | Presentation Title Starbucks on Facebook: It’s not only about coffee. It’s about people and community. 54
  54. 54. Client name | Presentation Title Mobile: It’s not only on the web, it’s also mobile. Starbucks has processed more than 42 million mobile payments since the U.S. launch of its mobile pay program less than 15 months ago (2011). It also used multiple mobile platforms such as foursquare and Instagram. 55
  55. 55. Old Spice e campaign started with a great traditional commercial, but then let social media do precisely what social media does best - it’s not about broadcasting a message, it’s about connecting people. Some keys to success: - Previous TV spots built the audience - Great balance between engaging celebrities, influencers, common folks and popular social media sites - Charming, entertaining and very funny online personality - Real time is what drives the Internet
  56. 56. Client name | Presentation Title 360: Old spice uses practically every social platform but in different ways. ey adapt their content depending on the channel and project they are using. 57
  57. 57. Final words
  58. 58. Digital was the new normal
  59. 59. If we can’t find you on Google, you might as well not exist at all Consumers, people, now instinctively to look you up on the Web before engaging in any form of interaction, whether you’re a business, a product, or a person. And with the social web, not only do you need to be present, but you need to make sure the conversation is in your favour.
  60. 60. More brands, more consumers, more channels, less money Sums up the new tough realities for advertisers today. Yet, like never before, there are also more opportunities for smart brands to connect with their consumers and learn from them - to be innovative and surprising, and even to make a difference.
  61. 61. Isn’t it great when things just work? Unfortunately, too many organizations have not adapted to the new realities and opportunities of today. e ones who do see the best return on their investments. e ones who don’t struggle. Social media is just another channel of activity for a brand. All activities - whether traditional, grassroots, social and digital, mobile, or PR - play a role and should be planned together for optimal reach and impact. Collaboration between expertise in building the brand’s ecosystem is key to the success of campaigns and budget efficiency.
  62. 62. e truth: learn and try again With digital, there are no best practices better than your own. ere are some basics, but the truth is that digital realities are constantly changing and evolving. New possibilities are born everyday. Divide your efforts into working, improving and testing - and then readjust accordingly.
  63. 63. It’s better to start thinking about owning your own community With social media, brands are renting a space in which they can interact with a community. e control we have over those channels is limited and so is the information resulting from the interactions we create. Successful organizations treat these spaces as new communication channels where they can connect with a community of consumers they ideally control and manage with custom-built systems.
  64. 64. ank you