Social Networking for Retailers Building Your Brand Using...

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Social Networking Social Networking Building Your Brand Using Social Media and Web 2.0

Transcript of Social Networking for Retailers Building Your Brand Using...

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Social Networking

Social Networking

Building Your Brand Using Social Media and Web 2.0

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Social Networking

What is Social Networking?

• Social networking is engaging with people on the Internet who share interests and/or activities.

• Most social network services are web-based and provide a variety of ways for users to interact.

• Social networking is essentially collecting, connecting people and sharing people.

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Social Networking

What is Social Media?

• Social media is a way to collect and share knowledge

• Social media is an outlet for viral marketing

“Social media can take a business and put a bullet in it”

(Restaurateur in WA. area)

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Social Networking

What Does it Do?• Social networking has

encouraged new ways to communicate and share information.

• Social networks increase feeling of community among people.

• Social networks are the new “World of Mouth”

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Social Networking

A Social Networking Study

● Social networking is a mainstream activity among all age groups.

● Young users are interested in social networking the most.

● Facebook users are, on average, getting older and embracing the site at an increasing rate.

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Social Networking

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Social Networking

Increase Revenues• Study showed companies with highest

levels of social media activity increased revenues by 18% over past year.

• Brands are extending themselves into more and more channels.

• Real value provides opportunity to be a trusted member of the community

• Messages get shared across the network

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Social Networking

The Social Media Revolution

• By 2010 Gen Y will out-number Baby Boomers

• 98% of them have joined a social network• 80% of all age groups visited a social

networking site, spending an average time of 4.6 hours there (in May 2009)

Source data: Socialnomics.com

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Social Networking

Years to reach 50M Users:

• Radio – 38 years• TV – 13 years• Internet – 4 years• Ipod – 3 years• Facebook – 100M users in less than 9 mo

Source data: Socialnomics.com

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Social Networking

If Facebook Were A Country

it would be the world's 4th largest

1. China2. India3. U.S.4. FACEBOOK5. Indonesia6. Brazil7. Pakistan8. Bangladesh

Source data: Socialnomics.com

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Social Networking

Some Current Statistics ...• 80% of companies are using LinkedIn as their

primary tool to find employees• 80% of Twitter usage is on mobile devices –

people update anywhere, any time• 25% of search results for World's Top 20 largest

brands are links to user-generated content• 34% of bloggers post opinions about products

and brands• 78% of consumers trust peer recommendations• 14% trust advertisements

Source data: Socialnomics.com

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Social Networking

The Near Future

We no longer search for news. The news finds us.

In the near future, we will no longer search for products and services.

THESE WILL FIND US VIA SOCIAL MEDIA

Source data: Socialnomics.com

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Social Networking

21st Century Business

• Social media isn't a fad. It's a fundamental shift in the way we communicate.

• Everything is about giving / sharing.• All networks are contribution-driven.• Reputation is being built through online

groups.• 84% of Americans say online reviews

influence their purchasing decisions.

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Social Networking

Big Shift• In the past, everything pushed us – TV ads,

newspaper ads, radio ads, direct mail, phone calls to us.

All of that is broadcast / push marketing

• Today, change from push to pull marketing attracts customers to you through conversations

This is conversational marketing (engagement marketing)

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Social Networking

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Social Networking

Conversations vs. Broadcasting

Conversations create transactions.

Broadcasts just create information.

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Social Networking

Your Messaging

• Be sensitive to what you say – it is indexed forever.

• Treat network platform as an audience – not prospects.

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Social Networking

Your Audience

• Entertain• Educate• Inform• Connect• Share

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Social Networking

Identify Your Contribution

Ask yourself:• What can you share with others?• Who can you share with others?• What can you teach?• What is your knowledge?• What is your expertise?• What do you care about?• What is your contribution?

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Social Networking

Opportunities for Interaction

Relevant and genuine messages that provide real value will give you an opportunity to be a trusted member of the community, and your message will be shared across the network.

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Social Networking

What's Abuzz?

• Customers are abuzz with opinions – the first step is to tune in.

• Try to see your business through the eyes of a customer

• Build systems to stay on top of this online buzz

• Monitor the online conversation and engage with customers in the best channels.

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Social Networking

Sharing Your Expertise

• Videos• Blogs• Social communities• Community forums• Wi-fi Sharing• Photos• Interviews• Articles

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Social Networking

Content is King

• YouTube has 100,000,000 videos• Wikipedia has over 13 million articles• There are over 200,000,000 Blogs – 54% of

bloggers post content or tweet daily• More than 1.5 million pieces of content are

shared on Facebook ... DAILY

Source data: Socialnomics.com

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Social Networking

Build An Online Community

• Online forum for customer reviews • Online panels and surveys/polls (engage)• Newsletter subscriptions (share information)• Ask the Expert column (share expertise)• Webinars (share knowledge)

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Social Networking

Top Social Networks

• Facebook• Twitter• Instagram• Pinterest• LinkedIn

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Social Networking

The 4 C's

1. Connect - find people to talk to

2. Communicate – engage

3. Circulate - spread message

4. Check - monitor online conversation

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Social Networking

Social Media Guidelines

• Imagine your audience• Test your tweets and posts• Join the right conversations• Engage first, then sell• Know what is abuzz • Get in active interaction• Provide viral-worthy content

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Social Networking

In A Social Platform...

• Connect with customers• Hold conversations• Raise awareness• Build relationships• Build trust• Gather feedback• Share information• Measure results

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Social Networking

A Facebook Page

• Pages communicate by “updates”• Pages have friends who join as “fans”

• On Pages, you can add pictures• Pages have 2 walls – your wall that you

post on and a wall that fans can post on

• Pages have applications

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Social Networking

A Facebook Group

• Groups are more for personal interaction around a cause

• Only groups under 5,000 members can send email blasts

• A group is attached to your personal profile• Groups offer more control over members• Groups is more like a private club• Groups cannot host applications

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Social Networking

Pages Vs. Groups

• Pages are better for brands, businesses or celebrities who want to interact with their fans or customers

• Page updates are posted to fan’s feed. Group posts remain on group page

• Pages can host applications. Groups cannot.

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Social Networking

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Social Networking

Social Media Strategy

• Participate in networks most important to you - consider your purpose and value

• Create boundaries

• Communicate your plan• Simplify your social media routine

• Manage social networks using tools and applications