[ Catching the tube ]

Putting social media to work

Executive Briefing, December 2010

> About me

Mal Chia

Digital Media Strategist

> Today

What is social media?

The social media mix

– Types

– Platforms

Putting it all together

– Principles

Dealing with the big challenges

> What is social media?

> Marketing needs a reboot

> Definition

Social media is the new and emerging technology that empowers people to connect, share and collaborate with each other

> More than technology

Tools don’t get socially interesting until they are

technologically boring

> Publishing has been transformed

> Rise of amateur media

The obstacles to public expression have been removed

We are now in an era of mass amateurizationof publishing

> Social technographics

Social TechnographicsExplained

http://bit.ly/eFsSSn

> Markets are conversations

25 billion tweets in 2010

30 billion pieces of content shared each month on Facebook

Average user creates 90 pieces of content each month

> Return to word of mouth marketing

78% of consumers trust peer recommendations in social media

> Build trust with your community

> From networks to nicheworks

> Emergence of mobile

Time spent on social networks is now greater on mobiles than a PC

> The social media mix

> Digital ecosystem

Darren Rowsehttp://bit.ly/dsNiwK

> Paid, Earned, Owned

Balanced portfolio of social media assets is essential

http://bit.ly/aKrjcF

> In-site

Comments

Ratings

Wikis

Forums

Integrations

> Off-site

Blogs

Social networks

Microblogs

Video

Podcasts

Photos

> Blogs

150m+ blogs and counting

> Case Study: Dell

> Social networks are getting bigger

10 million Australians are active on social networks

> Reasons for becoming a fan

eMarketer“Social fans more likely to buy”

http://bit.ly/c4wBtv

> Case Study: Coca-Cola

> Case Study: Starbucks

> Case Study: Oreo

> Microblogs

> Accelerated serendipity

> Twitter trends 2010

1. Gulf Oil Spill2. FIFA World Cup3. Inception4. Haiti Earthquake5. Vuvuzela6. Apple iPad7. Google Android8. Justin Bieber9. Harry Potter & the Deathly Hallows10. Pulpo Paul

> Case Study: Zappos

> Case Study: Comcast

> Video

2 billion videos a day are watched on YouTube24 hours of video is uploaded every minute

> Case Study: Will It Blend?

> Case Study: Old Spice

> Case Study: Qwoff

> Other social media

Photo sharing

Podcasts

Wikis

Forums

Location Based Services

Vouchers

What else?

Let’s take a breather

> Putting it all together

> Guiding principles

Listen, listen, listen

Learn from each interaction

If someone asks a question, answer

Become a consistent, valued member of their community

Be authentic

Don’t do it to be followed, but to be worth following

> Speak in a human voice

> It requires a team effort

Magda Walczakhttp://bit.ly/D457e

> Process is the key to success

2. Learn

3. Engage

1. Listen

> Go further still

Listen Learn Engage Community

> Social media listening post

> Monitoring tools

Free Paid

Google Alerts

Social Mention

Twitter Search

Board Reader

Booshaka

Radian6

Buzz Numbers

Dialogix

Nielsen Buzz Metrics

Alterian SM2

> Filtering the noise

> Attention dashboards

> Engage with influencers

Learn about them and talk to them

Empower them to talk about you

(Pay them to talk about you??)

> Aggregate + syndicate for success

> Horizontal integration

Social Media

Market Research

Corporate Website

Email Marketing

Search Marketing

SEO Advertising Mobile TV/Radio/Print

> Content + Distribution

Social media strategy’s missing piece(s)…

> Great content…

Attracts customers

Educates buyers

Overcomes resistance or addresses objections

Establishes credibility, trust and authority

Tells your story

Builds buzz via social networks

Builds a base of fans and inspire customers to love you

> Align with business goals

Raise revenue

Increase customer

satisfaction

Lower costs

> Measuring success

Start with business goals

Number of sales

Leads generated

Website traffic

Customer satisfaction

Comments

Crisis management

Sentiment

> Social media metrics framework

Stage Metrics Data Sources

Reach Fans/followersPostsUpdate frequency

Social media platform

Engagement CommentsReplies

Web analytics

Action LeadsSalesIssues resolved

Web analyticsCRM toolCall centre

Buzz CommentsMentions

Social analytics platform

> Exercise: social media metrics

Stage Metrics Data Sources

Reach

Engagement

Action

Buzz

> Dealing with the big challenges

> Resistance from internal culture

> Relinquishing control of your messages

> Tips for managing your message

1. Design your message to be compelling to a social media audience

2. Make it easy to share

3. Make it easy for others to put their own spin on it

4. Let the community help shape the message

> Assigning responsibility

> Opening up to criticism

> Lack of resources

Start small and don’t overpromise

Set expectations

A little every day is better than lots hardly ever

Outsourcing vs. insourcing

> Ever-changing technology

Choose the tools that are right for you

> Dealing with negative feedback

Straight Problems

Constructive Criticism

Merited Attacks

Trolling/Spam

> Real-time crisis management

Questions?

Contact memal@malchia.com

Learn morewww.malchia.com

Follow metwitter.com/malchia

Download this presentationhttp://www.slideshare.net/malchia