Engaging with people in social media

•

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Triptease

Why people do not want to Like you on Facebook, follow you on Twitter or read your blog.

Business Technologie

What social media isn’t

Another comms channel

An easy way to engage
people

A replacement for
advertising

A way to magically get
people to do things for you
2

www.freshnetworks.com

Let’s look at a case study

www.freshnetworks.com
www.freshnetworks.com

Say hello to Mary

5

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Mary has two children, and a husband

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And a busy life

Swimming lessons
Visit grandma

Library books Charlie’s birthday

Decorate bathroom Weekly shopping

7

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She keeps up with her friends on Facebook

Mary

Mary

8

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Always uses Tripadvisor to plan holidays

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And trains with friends from Runner’s World

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Now say hello to Jack

11

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Jack works for a large FMCG company

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And wants to sell more boxes of cereal

13

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To people like Mary

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He sees a presentation about social media

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And has a great idea

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‘Cos then she’ll buy lots of cereal

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Which will make Jack happy (and rich!)

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Or will she…?

22

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The anwer is…

Swimming lessons
Visit grandma

Library books Charlie’s birthday

Decorate bathroom Weekly shopping

23

www.freshnetworks.com

Because Mary has a busy life

Swimming lessons
Visit grandma

Library books Charlie’s birthday

Decorate bathroom Weekly shopping

24

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Uses Facebook just to keep up with friends

Mary

Mary

25

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Really doesn’t care about Twitter

26

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So Jack’s idea is not a great one

28

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What can we learn from this?

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www.freshnetworks.com

Social media is not just another channel

30

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People won’t just Like you on Facebook

31

www.freshnetworks.com

Or follow you on Twitter

32

www.freshnetworks.com

Or read your blog

33

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Because it’s not just about what Jack wants

34

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It’s equally about what Mary wants too.

35

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That’s it
Matt Rhodes
Director of Strategy
FreshNetworks
@FreshNetworks
All images courtesy of Shutterstock – www.shutterstock.com

36
© Copyright FreshNetworks 2011
www.freshnetworks.com

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1. Engaging with people in social media Why people do not want to Like you on Facebook, follow you on Twitter or read your blog. Matt Rhodes, Director of Strategy 13th September 2011 @FreshNetworks 1 www.freshnetworks.com

2. What social media isn’t Another comms channel An easy way to engage people A replacement for advertising A way to magically get people to do things for you 2 www.freshnetworks.com

3. What social media is Social media is a set of tools that enable people to share stuff online. • There are many sites and networks that use social media tools. • People use tools depending on their motivations. • For a brand, choosing the right tools to engage with is paramount. 3 www.freshnetworks.com

4. Let’s look at a case study www.freshnetworks.com www.freshnetworks.com

5. Say hello to Mary 5 www.freshnetworks.com

6. Mary has two children, and a husband 6 www.freshnetworks.com

7. And a busy life Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 7 www.freshnetworks.com

8. She keeps up with her friends on Facebook Mary Mary 8 www.freshnetworks.com

9. Always uses Tripadvisor to plan holidays 9 www.freshnetworks.com

10. And trains with friends from Runner’s World 10 www.freshnetworks.com

11. Now say hello to Jack 11 www.freshnetworks.com

12. Jack works for a large FMCG company 12 www.freshnetworks.com

13. And wants to sell more boxes of cereal 13 www.freshnetworks.com

14. To people like Mary 14 www.freshnetworks.com

15. He sees a presentation about social media 15 www.freshnetworks.com

16. And has a great idea 16 www.freshnetworks.com

17. He’ll get Mary to Like his brand on Facebook 17 www.freshnetworks.com

18. And follow his brand on Twitter 18 www.freshnetworks.com

19. And read his brand’s blog 19 www.freshnetworks.com

20. ‘Cos then she’ll buy lots of cereal 20 www.freshnetworks.com

21. Which will make Jack happy (and rich!) 21 www.freshnetworks.com

22. Or will she…? 22 www.freshnetworks.com

23. The anwer is… Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 23 www.freshnetworks.com

24. Because Mary has a busy life Swimming lessons Visit grandma Library books Charlie’s birthday Decorate bathroom Weekly shopping 24 www.freshnetworks.com

25. Uses Facebook just to keep up with friends Mary Mary 25 www.freshnetworks.com

26. Really doesn’t care about Twitter 26 www.freshnetworks.com

27. And has no reason to follow Jack’s brand 27 www.freshnetworks.com

28. So Jack’s idea is not a great one 28 www.freshnetworks.com

29. What can we learn from this? www.freshnetworks.com www.freshnetworks.com

30. Social media is not just another channel 30 www.freshnetworks.com

31. People won’t just Like you on Facebook 31 www.freshnetworks.com

32. Or follow you on Twitter 32 www.freshnetworks.com

33. Or read your blog 33 www.freshnetworks.com

34. Because it’s not just about what Jack wants 34 www.freshnetworks.com

35. It’s equally about what Mary wants too. 35 www.freshnetworks.com

Engaging with people in social media

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Engaging with people in social media