Social Media For Business
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Transcript of Social Media For Business
social media for business in a social world
Hannah Redmond
“We now generate as much information every two days as was generated from the beginning of
time to 2003.”-Eric Schmidt, Chairman, Google
Tonight
• Introduction: Social MediaWhy you should care & what you need to know
• Social Media through a business lens What you need to do & who is doing it best
• Challenges And how to overcome them
• Q&A
What is social media?
“Social media is today’s most transparent, engaging and interactive form of
communication. It combines the true grit of real time content with the beauty of authentic
peer-to-peer communication.”-Lisa Buyer, The Buyer Group
It’s about sharing more than what you
ate for lunch.
Social Media Landscape
“Mega Spaces”• Facebook • Twitter• YouTube• Foursquare• Google +
“Niche Spaces”• Q&A sites• Forums• Blogs
Social media through a business lens
• User generated content
• Decision engine
• 78% trust online reviews before buying a product*
*Nielson survey 2010
our world has changed[socialnomics VIDEO]
Why you should care
• Marketing• Customer Service• Communications/Public Relations • Market Research
Marketing
•Helps SEO
•New opportunities to place marketing messages
•Build brand loyalty
•Continue the momentum of your offline branding
Marketing
•Helps SEO
•New opportunities to place marketing messages
•Build brand loyalty
•Continue the momentum of your offline branding
Marketing
•Helps SEO
•New opportunities to place marketing messages
•Build brand loyalty
•Continue the momentum of your offline branding
Marketing
•Helps SEO
•New opportunities to place marketing messages
•Build brand loyalty
•Continue the momentum of your offline branding
• 2700% increase in Twitter followers
• 800% increase in Facebook fan page visits
• 60% increase in Facebook fans• 300% increase in traffic to brand
website• YouTube subscribers more than
doubled• Body wash sales more than
doubled
@replies included: Starbucks, Ellen, Gillette
Marketing: What to do?
1. Look at what your competitors are doing
2. Identify your influencers
3. Build an engaging brand presence with good content
4. Make people come back for more
Customer Service
• 96% of dissatisfied customers don’t complain. Of those, 63% won’t buy from you again.*
• Unparalleled customer service opportunity
* Strategic Planning Institute, 2010
Customer Service: What to do?
1. Be reactive and proactive
2. Centralize communication and don’t fear negativity
3. Only open channels you can really manage
4. Be open, transparent, authentic
Communications/PR
• More ways to communicate a message
• News, media coverage, press releases have bigger reach
• Allows for real-time monitoring & response for a crisis
• 43,600 site visits from 100+ countries
• 660,000+ Twitter characters contributed
• Fair Trade messages tweeted out to more than 12M
• Mentions in 1,000+ blogs
Communications/PR: What to do?
1. Use a consistent voice
2. Re-purpose product news content for online
3. Start conversations but also join existing ones
4. Push and pull. It’s 2-way communication.
Market Research
• Problems & opportunities in the market are now easier to find
• Non-intrusive
• Listening tools + search provide key information
Market Research: What to do?
1. Use listening tools to monitor your product/brand
2. Track what’s trending/popular in your industry to be first in a space
3. Find out what key influencers are saying
A comment on ethics
• Being transparent, open, and honest is key• Not only is unethical, but can create a PR mess
Challenges in implementation
People, Knowledge, Culture, Budget.
What industry are you in?
Key Takeaways
• Social Media is part of overall business strategy
• Learn first, execute second• Watch your competitors• Content & audience is key• Results can be measured• Be authentic & transparent
More information
Blogs:mashable.com
socialmediaexaminer.com
larrywblog.combusinessesgrow.com
heidicohen.comwomma.org
Twitter:@mashable
@scottmonty@copyblogger
@Cksays@techcrunch@heidicohen
Books:Socialnomics
The Tao of Twitter
Thank you