Enterprising Use of Social Media 2011
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The document discusses how individuals, small businesses, charities, causes, and large corporations are using social media effectively. It provides examples of how social media has been used to create and engage communities, crowdsource ideas, show solidarity, market products and services, run interactive campaigns, and measure the impact through key performance indicators. The key aspects discussed are identifying and empowering advocates, creating engaging social media content, setting clear objectives, and integrating digital and social presences.
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Enterprising Use of Social Media 2011
- 1. The Enterprising use of Social Media Tiffany St James 4Talent, Channel 4 Global Entrepreneurs Week 2011 #4TGEW11
- 2. Hello! Tiffany St James on most social channels @TiffanyStJames [email_address]
- 4. Individuals
- 6. Kyle
- 7. Charities, voluntary and third sector
- 11. Ushahidi – how it works
- 12. Ushahidi - Haiti
- 13. Causes Power to the people Solidarity
- 14. Power to the lobby
- 16. Chromorama Oyster card Data Point #2 Gamification of data to change behaviour (or at least route!)
- 17. Showing solidarity - #IAmSpartucus
- 18. Showing solidarity - #welovebaskers
- 19. The Great Schlep
- 20. Medium and small businesses Low budget, effective marketing
- 25. Rewired State
- 26. Radioshack
- 27. Local businesses
- 28. Big businesses Campaigns Brands Who is doing it well?
- 29. Ben and Jerry’s
- 30. Copenhagen Wheel MIT SENSEable Cities
- 31. Best Job In The World!!!
- 33. Aviva - The Big Picture Make heroes of your customers Enable mass market play w supersize rewards
- 34. Heineken Facebook Music Matcher Using your “fans” data, to add value to them Campaign hooks: sharing a necessity for competition entry
- 35. Vodafone TweetFields Identify Influencers, Monitor Trends & Curate Information
- 38. Old spice continual campaign optimisation
- 39. Smirnoff Sensations (RFID)
- 40. VW Fox – #foxatplanetaterra Interactive Treasure Hunt – Twitter Zoom
- 41. Mercedes Benz Tweet Race Interaction between digital & real world 30,000 active participants in a Twitter fuelled RACE
- 42. Keeping Keeley
- 43. T Mobile Simple Ideas are easily spread 70 million Youtube views
- 44. Hyundai - Projection Mapping
- 45. What can we learn from all of this?
- 46. The tipping point framework works
- 48. Social Rank - Klout
- 49. Social Rank – Peer Index
- 50. Social Media MUST address business objectives Human Resources Business Intelligence Public Relations Customer Service Direct Sales
- 51. Set an objective Listening Audience insight, understanding views Buzz generation Stimulating discussion, encouraging sharing Discussion & Response Driving take-up, asking for feedback Co-production Working with a community to produce a resource Source: Helpfultechnology.com
- 55. Television Microsite Blog Social Media Documentaries Print Digital Experiential Connect your digital and social presences Source: Euro RSCG London
- 58. Thank you! Tiffany St James on most social channels Let’s keep talking…. @TiffanyStJames Slides on http://slideshare.net/tiffanystjames [email_address]
Editor's Notes
- Goodtwo has taken a page out of the more traditional online peer-to-peer fundraising model by allowing non-profits and individuals (a.k.a. free agent fundraisers ) to create their own fundraising page where they can set a goal, offer special deals to their supporters and track their progress. You can also include information about your mission and goals as well as multimedia, such as photos and a video that help you tell your story. Goodtwo combines group buying with fundraising by allowing those that set up a fundraising page to choose from a menu of deals that offer supporters 50% or more off at shops, restaurants, and other businesses. According to the team at goodtwo, ”Fundraisers host deals on dedicated pages customized for their cause that they can then offer to their supporters for a limited time. For each deal sold through the page, the fundraiser keeps half the profit.” Check out ow Reach out and Read is using Goodtwo to get a better sense of what’s going on over there. More http://mashable.com/2011/02/01/group-buying-social-good/
- We’re the largest funding platform for creative projects in the world Kickstarter is an online threshold pledge system for funding creative projects Crowdfunding Kickstarter facilitates gathering monetary resources from the general public, a model which circumvents many traditional avenues of investment. [4] Project owners choose a deadline and a target minimum of funds to raise. If the chosen target is not gathered by the deadline, no funds are collected (this is known as a provision point mechanism ). [5] Money pledged by donors is collected using Amazon Payments , [6] and initiating projects requires a U.S. bank account.
- http://www.shopkick.com/ Incentivisation for walking in the store Points and reward Audio recognition
- The campaign had almost 30,000 active participants with over 72,000 Facebook Fans and 77,000 Twitter Followers who generated over 150,000+ tweets to power the cars. The campaign videos generated about 2 million views, while the twitter reach pushed over the 25 million mark.
- 70 million views on top 4 “Life is for sharing videos” Airport – Welcome home Liverpool St Flashmob Royal Wedding Etc. Simple idea – Life is for sharing...
- Monitoring – audience insight, understanding views Taking part in the conversation – stimulating discussion, encourgaging sharing Co- Production – working with a community to produce a response Discussion and response - driving take up, asking for feedback Tiff check against 7 levels of engagement Define your objective Define which kind of communities Design the ‘ offer ’ Identify relevant communities Choose community audience and content Establish fit with other marketing plan Set up, manage, monitor and maintain Evaluate – continual optimisation
- Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
- Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
- Very important to elaborate on that, and maybe point to some tools which allow to measure. I think you could also mention there is no established way to measure audience in one simple number (how do you integrate likes + views + comments into one simple number?) It's a big industry question right now. Define the indicators for success (KPIs): Outputs, Out-takes and Outcomes Define the metrics/ideal data to collect associated with the success indicators Include (if you haven't already) the digital core data set Define the metrics that would feed into relevant cross channel evaluation Outputs: Exposure, marketing activity, relevance How many visits, referrals, subscribers, loyalty, web analytics, bounce rates Outtakes message and experience for user Satisfaction, measuring change of attitude (not nec KPIs) Outcomes – action, What do you want the user to do? Other external signs of success may include Sense of ownership Shared history ? Rituals – think Gaming. Virtual funerals Community redirection / application of product