North EastCSPs -Step into Social Media 1st October 2010
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North EastCSPs -Step into Social Media 1st October 2010
- 1. Step into Social Media Sue Anstiss July 2010
- 2. Quick bit about you... Your experience of social media? What you’d like from today?
- 3. 1970 1752 1916 1930’s 2010 First newspaper published Computer TV Radio
- 4. The old communication model was amonologue.
- 5. The average person is exposed to 3000 advertising messages/day
- 6. The new communication modelis adialogue.
- 7. what is social media?
- 8. Is it this?
- 10. Powered by this…
- 11. Social media... People using tools(like blogs and video)& sites (like Facebook and Flickr)to share content and have conversations online.
- 12. Social media is not a strategy or a tactic – it’s simply a channel.
- 13. Social media is a conversation online. Look who’s talking: your customers your employees your investors your critics your fans your competition.... anyone who has internet access and an opinion.
- 14. How can Social Media be used? It’s not just marketing… Generating sales leads Product development Customer support Internal knowledge Market & customer feedback Rapid sharing Executive leadership & visibility Branding
- 16. BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Places, 2009 Photo by sinulog 2006 at Flickr
- 17. BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009
- 18. butdoes Social Media work?
- 19. Social media influences behaviour 91% say consumer reviews are their top aid to buying decisions 87% trust a friend’s recommendation over critic’s review People are 3times more likely to trust peer opinions over advertising for purchasing decisions * Slide courtesy of Digital Influence Group
- 20. Mavens Selectives Butterflies Wallflowers Engagement dbase July 2009 – Top100 Brands Wetpaint & Allimeter
- 21. Engagement correlates with performance
- 28. But how do we get started?
- 29. 10 Keysto Social Media success
- 30. 1. Experiment with social media Experiment personally before professionally Try a variety of social media tools Be yourself, make some friends, and share
- 31. 2. Have a strategy
- 32. HOPE IS NOT A STRATEGY. Photo by Utne.com
- 34. Make a plan 1. Discovery – explore what’s out there 2. Strategy – opportunities & objectives 3. Skills – identify internal resources & gaps 4. Execution – tools & process 5. Maintenance – monitor, measure & adapt Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
- 36. 3. Listen
- 38. 3. Listen Find where your audience is participating and indentify the influencers Read industry blogs Google your company name & your competition Use free tools that can help you listen
- 42. 4. Be transparent & honest Avoidpuffery Avoid evasion and lying Admit your mistakes right away
- 46. 5. Share your content Don’t be afraid to share Make your content easy to share Think like a contributor & not a marketer
- 48. social >media Hint: Share some stuff.
- 49. 6. Be personal and act like a person Don't shoutDon't broadcastDon’t brag Speak like yourself Personify your brand
- 50. 7. See criticism as an opportunity Don’t try to delete or remove criticism Listen to your detractors Admit your shortcomings Work openly towards an explanation and solution
- 51. 8. Be proactive Don’t wait until you have a campaign to launch - start planning and listening now Build relationships so they’re ready when you need them
- 52. 9. Accept you can’t do it all yourself Getbuy in from the organisation Convince senior team that social media is relevant to you ‘Divide and conquer’ within your team Recruit more help if needed
- 55. Free analytics to measure success
- 56. Facebook offers unique analytics Standard Reporting Facebook Enhanced Reporting Engagement report Page report Standard Impression, Clicks, Video Plays Lexicon measures ‘buzz’ and sentiment on Facebook Pulse Data reports the interests of your fans
- 57. Paid for analysis Level 2 Level 3 Level 1
- 60. Questions so far
- 61. So many social media tools Social Networks News & Bookmarking Blogs Microblogging Video Sharing Photo Sharing Message boards Wikis Virtual Reality Social Gaming Podcasts RSS feeds
- 63. 57% have joined a social network
- 65. WORLDWIDE 500 million users 100+ million mobile
- 66. UK STATS Over 24 million users 11+ million daily
- 67. Fastest growing social network 24 million members in UK Powerful tools to engage and understand your audience
- 68. Facebook Pages Your homepage on Facebook Messages, photos, videos, events Interact with users Fans see your page updates in newsfeed
- 69. Groups Applications Pages Messages Photos Events Video Comments
- 70. Facebook Advertising Facebook ads give you the ability to advertise directly to specific demographic groups
- 71. Facebook Advertising - Targeting Location Age Sex Keywords (appear in your users profile) Education Workplace Relationship status Relationship interests Languages
- 72. Facebook Advertising – Analytics Facebook Insights provides information about your ad campaign Use this information improve your campaign
- 73. Facebook Connect Make you website more social by integrating with Facebook
- 74. Like buttons to attract fans Add the ‘like button’ to your website and emails
- 75. things to do… Create a pageto promote your brand Attract more fans with a contest Encourage a discussion and participate frequently Share and add value for your fans Have a clear plan for content
- 76. please don’t… Create a page and fail to maintain it Use hard sell approach & talk too much about yourself Censor comments Spam fans with too frequent messages Believe that ‘if you build it they will come’
- 77. Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
- 81. Using video sharing in business Instructional Meet the team Behind the scenes Events Testimonials Entertain
- 82. 83% have watched video clips
- 85. Using YouTube for business 10 great ideas!
- 88. Meet people
- 89. Behind the scenes shots
- 90. Run competitions
- 98. Getting the best from blogs Transparent Relevant Be active Engage in dialogue Lots of links
- 99. 73% of active online users have read a blog Source: Universal McCann Comparative Study on Social Media Trends April 2008
- 100. Twittering for business Personal broadcast system Marketing, public relations and customer service Give your branda voice within the community Share timely information Personify your brand
- 101. 1,105% year on year growth
- 102. Nearly 75 million people visited the Twitter site in January 2010…
- 103. 1.2 billion Tweets – in January 2010
- 104. tools
- 107. Who I follow…
- 109. getting you started… Find and share useful content Pose questions and reply to others Keep it fun - put a friendly face on your brand Use a photo and keep your bio complete & updated Know what people are saying about your brand
- 110. things to avoid DON’T… Sound like a press release – you’re in a social space Spam with constant links to your website Post useless information – who cares what you had for lunch Worry that you don’t have many followers… it takes time Follow thousands of people just to get more followers
- 116. The future… geo-location services Share locations Reward attendance Leave recommendations Link to other people
- 118. Some things to do
- 119. IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT. Photo by arlen at Flickr.com
- 120. HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA CAN HELP
- 121. IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
- 122. NEVER FORGET THE BASIC RULES
- 123. In summary… Experiment with social media Make a plan (& plan your content!) Listen Be transparent & honest Share your content Act like a person See criticism as an opportunity Be proactive Accept you can’t do it all yourself Measure your results
- 124. “Marketing”
- 125. “Advertising”
- 126. “Public Relations”
- 129. “White Christmas”
- 131. The future?
- 134. Sue Anstiss 01628 630363sue@promotepr.com @sueanstiss http://uk.linkedin.com/in/sueanstiss www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com
- 135. The Old Spice Guy goes viral Fastest ever growing online viral video campaign 6.7 million views after 24 hours, 23 million views after 36 hours Isaiah Mustafa replied to 186 online comments and questions Sales increased by 107%
Hinweis der Redaktion
- Research shows that on average person is subject to some 3,000 essentially random pitches per day.Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.”
- Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
- Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
- Here are a couple of sites that demonstrate this clearly! But just type in a few brand names to Twitter Raptor of Googleblogsearch and you will soon see what people are saying
- The key is to share a lot and when you think you have then share some more.That might be on your site or on Facebook etc
- Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control.
- Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating
- 83% of those using the internet have watched video clips
- 83% of those using the internet have watched video clips
- Research from Universal McCann shows that of those using the internet 73% have read a blog
- Research from Universal McCann shows that of those using the internet 73% have read a blog