The Power of
Copyright. All Rights Reserved Pierce Communications. 2012
The Power ofSocial Media
Barry AdamsDigital Services Director
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What is ‘social media’?
Wikipedia:
“Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.”
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Social media is about conversationsconversationsconversationsconversations online about shared interests & ideas.
The old model:
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BroadcastBroadcastBroadcastBroadcast
The new model:
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ConversationConversationConversationConversation
Real conversations with real people
• People expect to be spoken to as if they are people
• Impersonal & robotic corporate communication is unacceptable
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Authentic tone of voice
• Every company has a personality
• That personality should power the engagement with people on social media
• Stay true to your corporate personality
� ‘Fake’ personalities are easily spotted and ridiculed
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� ‘Fake’ personalities are easily spotted and ridiculed
The user is in control
• Having conversations mean engaging with your users
• Conversations happen on the user’s terms
� You are ‘intruding’ in their social space, so you need to make sure the conversation is worthwhile to have
• The old adage ‘customer is king’ is 100% true
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• The old adage ‘customer is king’ is 100% true
� On social media, the user is king
So what’s in it for me?
• Conversation – not broadcast
• Be authentic and true to your corporate personality
• It happens on the user’s terms
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So why would we do social media at all?
Because that’s where your customers are
• Facebook:Facebook:Facebook:Facebook:
� 900 million users
� 3.2 billion likes & comments every day
� On average users spend over 5 hours/month on FB
• Twitter:Twitter:Twitter:Twitter:
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• Twitter:Twitter:Twitter:Twitter:
� 550 million users
� 4o0 million tweets a day
• Others:Others:Others:Others:
� LinkedIn: 150m users
� Google+: 170m users
Be realistic
• Social media are social spaces;
� Commercial messages are rarely welcome
• Understand what each social media site is good at;
� Use what works for each specific platform
• Establish clear goals & objectives;
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• Establish clear goals & objectives;
� What is it you want to achieve?
� What platforms should you use for that?
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Source: Go-Gulf.com, May 2012
• The biggest social network by far and the most mature platform for businesses;
� Facebook Pages
� Facebook Advertising
• Highest engagement levels of all social media platforms
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• Highest engagement levels of all social media platforms
� More time spent on Facebook than on any other site.
Facebook Pages
• A Facebook Page is the primary presence of a business on Facebook
• All corporate activity on Facebook has to happen via its Page
• On average only 16% of your page’s fans will see your post
� Solution: promoted post:
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� Solution: promoted post:
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Facebook Advertising
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• Used to send 140-character messages
� Very good engagement levels
• Limited advertising opportunities
� Sponsored tweets are expensive
� Paid-for tweets by celebs need to be declared
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� Paid-for tweets by celebs need to be declared
• Great viral potential
� Twitter Retweets are more powerful than FB likes
� Media pay more attention to what happens on Twitter
Twitter tools
• Main Twitter account
• Hashtags: #paralympics #justinbieber #followfriday
• Following the right people
• Engage with followers
• Average half-life of a tweet: 18 minutes****
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• Average half-life of a tweet: 18 minutes****
**** Source: http://www.seomoz.org/blog/when-is-my-tweets-prime-of-life
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• The most popular ‘business’ social network
� Users create profiles which are more or lessextended CVs
� Connect with (former) colleagues & business associates
� Share updates
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� Share updates
� Get recommendations & recommend others
• 150m users (May ‘12)
• Primarily used for business networking
� Groups
� Events
• A popular tool for recruiters
LinkedIn for business
• Company page
� Showcase products & services
� Add employees
� Post updates
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� Post updates
� Advertise jobs
� Get recommendations
• Advertising
� Targeted ads
• Social image/video sharing network
� You can upload (‘pin’) photos & videos
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� Like & Re-pin others
� Comment on pins
• 23 million users (Aug ‘12)
� 97% are female
Four Steps to a Successful Social Media Strategy
1. Set goals & objectives
2. Define your audience
3. Create engaging content
4. Measure & analyse
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4. Measure & analyse
Questions?
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Questions?
[email protected]://www.piercecommunications.co.uk
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