ISPAL Step into Social Media Oct 21st
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© 2007 PMP. All rights reserved. Sue Anstiss October 2010 Step into Social Media
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Transcript of ISPAL Step into Social Media Oct 21st
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Sue AnstissOctober 2010
Step into Social Media
• Quick bit about you...• Your experience of social
media?• What you’d like from today?
First newspaper published
Computer1970175
21916 1930’
s2010
TVRadio
The old communication model
was a monologue.
3000The average person is exposed to
advertising messages/day
The new communication model
is a dialogue.
what is social media?
Is it this?
It’s actually this….
Powered by this…
Social media...
People using tools(like blogs and video)
& sites (like Facebook and Flickr)
to share content and have conversations
online.
Social media is not a strategy or a tactic – it’s simply a channel.
Social media is a conversation online.
Look who’s talking:o your customerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet
access and an opinion.
How can Social Media be used?
• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding
It’s not just marketing…
Whyshould
we care
BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
Photo by sinulog 2006 at Flickr
BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE
ACTIVITY – AHEAD OF PERSONAL EMAIL
Nielsen, Global Faces & Networked Places, 2009
butdoes Social Media
work?
Social media influences behaviour
o 91% say consumer reviews are their top aid to buying decisions
o 87% trust a friend’s recommendation over critic’s review
o People are 3 times more likely to trust peer opinions over advertising for purchasing decisions
* Slide courtesy of Digital Influence Group
Selectives
Mavens
ButterfliesWallflowers
Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter
Engagement correlates with performance
But how do we get
started?
10 Keysto Social Media
success
1. Experiment with social media
• Experiment personally before professionally
• Try a variety of social media tools
• Be yourself, make some friends, and share
2. Have a strategy
Photo by Utne.com
HOPE IS NOT A STRATEGY.
Make a plan1. 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 Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
3. Listen
3. Listeno Find where your
audience is participating and indentify the influencers
o Read industry blogs
o Google your company name & your competition
o Use free tools that can help you listen
4. Be transparent & honest
o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right away
5. Give generously
5. Share your content
o Don’t be afraid to share
o Make your content easy to share
o Think like a contributor & not a marketer
Relinquishcontrol
social > media
Hint: Share some stuff.
6. Be personal and act like a person
o Don't shoutDon't broadcastDon’t brag
o Speak like yourself
o Personify your brand
7. See criticism as an opportunity
o Don’t try to delete or remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and solution
8. Be proactive
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
9. Accept you can’t do it all yourself
o Get buy in from the organisation
o Convince senior team that social media is relevant to you
o ‘Divide and conquer’ within your team
o Recruit more help if needed
10. Measure results
www.google.com/analytics
Free analytics to measure success
Facebook offers unique analyticsStandard Reporting
Standard Impression, Clicks, Video Plays
Facebook Enhanced Reporting
Engagement report
Lexicon measures ‘buzz’ and sentiment on Facebook
Page report
Pulse Data reports the interests of your fans
Questions so far
So many social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds
Social networking sites
57% have
joined a social network
500 million users
100+ million mobile
WORLDWIDE
Over 24 million users
11+ million daily
UK STATS
o Fastest growing social network
o 24 million members in UK
o Powerful tools to engage and understand your audience
Facebook Pages
o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in
newsfeed
Photos Events Video Comments Groups Messages Pages Applications
Facebook Advertisingo Facebook ads give you the ability to advertise
directly to specific demographic groups
Facebook Advertising - Targeting
o Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
Facebook Advertising – Analytics
o Facebook Insights provides information about your ad campaign
o Use this information improve your campaign
Facebook Connect
Make you website more social by integrating with Facebook
Like buttons to attract fans
Add the ‘like button’ to your
website and emails
things to do…
1. Create a page to promote your brand
2. Attract more fans with a contest
3. Encourage a discussion and participate frequently
4. Share and add value for your fans
5. Have a clear plan for content
please don’t…
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Spam fans with too frequent messages
5. Believe that ‘if you build it they will come’
Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
Using video sharing in business
1. Instructional
2. Meet the team
3. Behind the scenes
4. Events
5. Testimonials
6. Entertain
83% have watched video clips
Using YouTube for business
10 great ideas!
Photo sharing for business
o Showcase eventso Meet peopleo Behind the scenes
shotso Run competitionso Reveal new productso Encourage customers
to share
4,000,000,000The number of photos archived on Flickr.com
- October 2009
200,000,000 blogs
Getting the best from blogs
1. Transparent
2. Relevant
3. Be active
4. Engage in dialogue
5. Lots of links
Source: Universal McCann Comparative Study on Social Media Trends April 2008
73% of active online users have read a
blog
Twittering for business
o Personal broadcast systemo Marketing, public relations
and customer service o Give your brand a voice
within the communityo Share timely informationo Personify your brand
1,105% year on year growth
Nearly 75 million people visited the Twitter site in January 2010…
1.2 billion Tweets – in January 2010
tools
Who I follow…
getting you started…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
4. Use a photo and keep your bio complete & updated
5. Know what people are saying about your brand
things to avoidDON’T…
1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useless information – who cares what you had for lunch
4. Worry that you don’t have many followers… it takes time
5. Follow thousands of people just to get more followers
Geo-location services
Branded geo-location services
The future… geo-location services
o Share locationso Reward attendanceo Leave
recommendationso Link to other people
Some things to do
IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.
Photo by arlen at
Flickr.com
HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA
CAN HELP
IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
NEVERFORGET THE BASICRULES
In summary…
o Experiment with social mediao Make a plan (& plan your content!)o Listeno Be transparent & honest o Share your contento Act like a persono See criticism as an opportunityo Be proactive o Accept you can’t do it all yourselfo Measure your results
“Marketing”
“Advertising”
“Public Relations”
“Social Media Marketing”
Testing the Methodology
“White Christmas”
Some reading material...
The future?
Sue Anstiss 01628 630363
[email protected]@sueanstiss
http://uk.linkedin.com/in/sueanstiss
www.promotepr.com
Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com
The Old Spice Guy goes viral
o Fastest ever growing online viral video campaign
o 6.7 million views after 24 hours,
o 23 million views after 36 hours
o Isaiah Mustafa replied to 186 online comments and questions
o Sales increased by 107%
