Social media as a business channel
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Transcript of Social media as a business channel
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Social Media as a business channel – an
introduction
Martin Duys
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What we’ll talk about todayWhat is Social Media?Types of Social MediaReasons why companies use social mediaCase StudiesYour projects
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What is Social Media?
“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media
monologues (one to many) into social media dialogues (many to many)”
- source (Wikipedia)
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What is social mediaPlatforms for creating, sharing and having
conversations between individuals online
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Types of Social MediaSocial Networks
Facebook, LinkedIn, MySpaceBloggingWikis
WikipediaPodcastsForums Content Communities
Flickr, YouTubeMicroblogging
TwitterSocial Bookmarking
Delicious, stumbledupon, Digg
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Characteristics of social mediaParticipationOpennessConversationCommunityConnectednessAuthenticitySharing
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Gift EconomyNot unique to Social MediaTrustSharingBarterCo-creation
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Commercial EconomyDriven by business imperativesProfit motiveControlSegment and understand segments
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The attention economy
Source: Norman Lear Centre
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Attention EconomyPeople have the same amount of time that have
always had butMany more channels through which they can
engage, soPrimarily about ENTERTAINMENT
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Reasons why companies use social media
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Business objectives valued by companies
Source: eConsultancy
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Business Objectives targett by social media campaigns
Source: eConsultancy
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social media channels businesses are using
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Tactics for using social media in business
You have to go to where the people areYou have to listen to themYou have to interact with themYou have to entertain themYou have to ‘give’ them something
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Case Studies
Nestle and GreenpeaceiBurst
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NestleGreenpeace uses Social Media to pressurise
Nestle into dropping palm oil supplierscreates a fake KitKat add and posts it to YouTubeencourages supporters to join Nestle facebook page
anddemand changeNestle responds
First badly and then with great aplomb
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Campaign Page
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Nestle facebook page
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iBurst Social Media for CRM
iBurst uses social media to manage its damaged reputation
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iBurst Social Media for CRMCompany was growing extremely quicklyPerfect storm of problematic new billing system,
and technical issues resulted in a swamped call centre
Customers took to consumer watchdog sites
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iBurstBrought in SentientRules of engagementMoved from significantly negative sentiment to
slightly negative in 3 months
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iBurst
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iBurst