SOCIAL MEDIA: INTRODUCTION

Photo: LaurelPapworth.com

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Twitter HashTag : VFHBSS

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Laurel Papworth

•slides at http://slideshare.net/silkcharm•delicious http://delicious.com/lpapworth/sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com•phone +61 (0)432 684992•Twitter @SilkCharm•iTunes Social Media Business podcast

reference

Social Media Social Networks

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Social Media Social Networks

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http://laurelpapworth.com/courses

Social Media Social Networks

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Opening Exercise

10 mins

ExerciseTable selects a Tribe Name

Make a list of social media questions - at least 5Tribe chooses one of the questions

Tweet that question using #Tag (on table)

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Online Communities

15 mins

Social Media Guidelines and Legal Concerns

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future and ex staffholidays and private time

mobile phone policies

archive of personal info

email policies

use of internet at work

copyright and IP

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Topics or guidelines for discussion

* Standards of Integrity and Conduct* Personal responsibility* Confidential information* Personal information* Copyright and trademarks* Conflicts of interest* Be yourself* Respect your colleagues and audience* Be accurate* Converse and give feedback* Priority of regular work commitments* Media inquiries

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private opinion or public defamation?

InvisibleAudience

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Prospective Staff

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Guidelines Exercise

10 mins

Exercise: Reasons for and against blocking social media at the firewall.

Who has guidelines and how are they working for them?

Tweet a Tribe concern

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Social Media Campaigns

What is Twitter? Brand Reputation in real time

Twitter Campaigns vs StrategiesTactics - Conversation Diary, Steps

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LANDING

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SOCIAL MEDIA: TWITTER

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Facebook Status Updates- Testimonials- Social Search- Distribution of links RT/bit.ly- Conversations @replies- #tags turn everything into a #link

Breaking News, new Google, Marketing Intelligence

WHAT IS TWITTER?

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CONTEXT

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INFLUENCER LIST

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Exercise

Who are your industry influencers?

Bloggers, Twitterers, Journoggers

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Social Ads

15 mins

Facebook AdsTwitter Social Spam

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Return on Investment for Marketing Dollar

•Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey)

•Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO)

•Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues

•Support ROI: Community support services are 5x-10x more cost effective than phone support

•Offline - 20.3% of online community membersLiveworld

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Steps1. Listen, Monitor, Influencer list, rituals2. Create content, videos, blog post, mostly “voice”3. Discuss - conversation diary, show expertise & help4. Promote - apps, games, campaigns, ask for input5. Measure - exposure, reach, velocity, sentiment, apps

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Pay per ClickPer per 1000

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Social Measurement

15 mins

Facebook InsightsWhat to Measure

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• Reach - how many people saw your stuff?

• Exposure -how many people read conversations?

• Velocity - how fast did it move through networks?

• Sentiment - how (un)popular was your brand?

• Adapt - recommendation value

• Ecosystem - developers

Measure

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Social Media Social Networks

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Social Media Social Networks

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Social Media Social Networks

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Social Media Social Networks

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Social Media Social Networks

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Laurel Papworth

•slides at http://slideshare.net/silkcharm•delicious http://delicious.com/lpapworth/sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com•phone +61 (0)432 684992•Twitter @SilkCharm•iTunes Social Media Business podcast

reference