Social Media Trainingfor OSEA Invercargill

What are social media?

1. What are social media?2. The main social media tools3. How to use the tools for business (and pleasure)4. Integrating Social Media into your marketing, sales, business development and

customer care teams

What are social media?

• Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to turn communication into interactive, sharable dialogue.

• A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.

• Businesses also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

Which means…

People who know people talk about things to each other and share interesting gossip.What’s new is..• The overlapping circles• Expanding networks of networks• Discovering niches• Easy access from web, email, phone• It’s [mostly] free

OMG..

For business you need to consider:• Linked In www.linkedin.com• Twitter www.twitter.com• Facebook www.facebook.com• Niche sites for your industryNot all are suitable or appropriate

The main social media sites

Quick Test

Visit one of the major sites and search for:• Your company• Your top two competitors’ • The most famous person in your industryDiscuss

• Like• Follow• Retweet• Blog post• Post a comment• Rate this• Bookmark• Recommend

Social Actions Business Actions

• Click• Visit• Subscribe• Join• Register• Take a survey• Qualify a lead• Purchase

Key engagement concepts

What to use Social Media For

• Business development— Lead generation, Webinars,

• Public Relations and Brand Awareness— Webinars, virals, product launch

• Product Development— Ideas for new products, research

• Talent Acquisition— reduced agency fees, advertising, pre-selection of candidates, references

• Employee Communications— Fewer emails, group discussions, disaster/recovery planning

• Shareholder Communications

Social Media MUST support business goals

• Listen• Participate• Share Story• Generate Buzz• Build a community and social network

Now What?

Discussion• What should I say• How should I say it• Rules for ‘engaging’ online• Pushy users• Trolls

Let’s set up a company page• Directory information• Personnel • Services• Recommendations• Advanced tools

— Audiences— Ad campaigns / offers— Analytics

Let’s set up a page• Info (directory)• Wall• Fans• Status updates• RSS feeds• Link back to your website• Syndicate

Let’s set up an account• Choose a name• Info (directory)• Followers• Following• Status updates• RSS feeds• Widget on your website

Things to remember

The social media platforms you choose to use must • be used by your business’ target audience • be a meaningful place for your brand to connect• Remember slide 10

Inflexion sensitive

I never said she stole my money – Someone else said itI never said she stole my money – I didn’t ever say itI never said she stole my money – I might have implied itI never said she stole my money – I said someone took itI never said she stole my money – She may have borrowed itI never said she stole my money – It was someone else’s moneyI never said she stole my money – she didn’t steal money

Jim Sterne, Target Marketing

Implementing Social Media

Some areas to consider before roll-out• How will social media impact corporate communications? Sales?• What software installations will IT allow?• Who will monitor activity? How?• Set standards and procedures – what can be said, by whom, when• How will you educate / recruit colleagues?

Tools for Monitoring

Everything• Postling www.postling.com • SyncApse http://syncapse.com • Hubspot www.hubspot.com Twitter• Hootsuite www.hootsuite.com • TweetDeck www.tweetdeck.com • CoTweet www.cotweet.com • Seesmic http://seesmic.com Mobile• Hootsuite app• Tweetfire app• Tweetdeck app• Facebook app• Linked In app

Other things you can do

• Measure engagement• Advertise using social rules • Complaints handling• Ask advice• Apologise• Publish your annual results• #b2bchat Thursdays http://twitter.com/b2b_chat

Sources of ‘stories’

• Social news / aggregators: Friendfeed, Digg, diigo• Social Networks: Facebook, Linked In, Twitter• User-generated content: Flickr, YouTube, slideshare, blogs• RSS = really simple syndication- Feedblitz• Learn how to use an RSS reader

Questions

• Feedback• Poll• Meetup• What next?