Social Media & Networking
for SMEs August 2012
Welcome to the age of the
SMALL brand
What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
What is
SOCIAL media?
Content Technology Dialogue
The
SOCIAL trilogy
Social media is media, but not as we know it
Mass media was a one way communication
The conversation has become two way – anyone can be a contributor, facilitator,
creator or observer
The social networking phenomenon is a digital manifestation of the basic human
need for community and for sharing common interests
‘Member Communities’ have overtaken personal Email to become the
world’s fourth most popular online sector after search, portals and PC
software applications. Neilsen Data
Social Media Landscape
Social media accounts for
1 out of every 6 minutes spent online in US
Journalism.co.uk
Ideas & INFORMATION
are
Money is not the main currency of social media
Traditional & SOCIAL media are
merging
Social media
CANNOT be controlled
Creating a “community” environment eg. facebook page
Creating “distributable” content
videos, podcasts, widgets
Gather insights by monitoring conversations about your business &
people
Dialogue / comments
The Social Media Pyramid
More control
Less control
The Social Media Pyramid
Why consider social media? As in the real world,
long-lived business relationships are created through personal interaction, trust, respect, regular contact and delivering quality results and outcomes
Unquestionably: technology has changed the way we interact
Simply put, people have more opportunity to research, discuss, network and review each other, and companies or locations
20
"22% of all grandparents in the UK are using social networks. The study showed that 71% of grandparents who use a social network use Facebook, 34% are on
Twitter and 9% use the business social network LinkedIn." (Mashable via Social Media Today)
Not just for the
YOUTH
Social media is trusted as a source of information because of peer review
versus
What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
But what about
YOU?
Facebook: Connect to friends
Tumblr / Wordpress: Blogging sites
YouTube: Upload and share videos
Flickr / Instagram: Upload and share photographs
Twitter: Send and read grabs, share links
Linkedin: Professional networking
Google +: Challenged facebook, however a key link from google search
Pinterest: Newest photo / content sharing site
Tripadvisor: travel / restaurant reviews and links to booking
Popular mainstream sites
Facebook – July statistics
Source: http://www.socialmedianews.com.au
11,008,520 Aus users (steady)
– 13 million UAVs according to Google
Adplanner (users logging in from
multiple locations – home, work, etc).
Source: http://www.socialmedianews.com.au
21 MINUTES
40 SECONDS
per day here
People spend
Facebook (d)evolution
Monetizing the newsfeed means that the platform will continue to get less personal and meaningful as time goes on
F-commerce
Has not been proven successful, and in Australia facebook pages link back to the retailer’s ecommerce site
Why?
So why do it?
Reach & frequency
Personal interaction
Target adspace / promote post
Integrate with other marketing
Customer feedback
Low cost of entry
Targeting is the clear
WINNER here
Postcode, gender, interests, age, profession etc
Remember, addiction to technology is considered more powerful than addictions to caffeine, alcohol & chocolate
Ref: TeleNav, Aug 2011
Manage your professional profile
Connect and create contacts (current & past colleagues, clients & suppliers)
Join groups that are relevant to your work
Job postings relevant to your skillset
Join discussions and have a dialogue with peers (new or established)
Linkedin – July statistics
Source: http://www.socialmedianews.com.au
2,200,000 Aus users (up 100,000)
Avg. 8 minutes 50 seconds
per visit
Linkedin is the most prominent professional site in social media
And it’s public. People can review what my previous colleagues have said about me…
Although I can approve or deny
to post their comments
I can also see who’s been looking at my profile
And see who’s connected with a company
Why should you be on
Put a
FACE to your company
Connect with
PEERS in your industry –
advice & recommendation
Demonstrate your OTHER skills
Conduct consumer RESEARCH and polls
Increase
YOUR knowledge
Profile
YOUR company
Testimonials Personnel Expertise
International
PRESENCE
Research
YOUR prospects before you meet them
Trusted Site Open platform means people
TRUST the content
Great Search Results
Most importantly, it’s business appropriate
Everything you ever wanted to say in 140 characters or less – the premise being ‘what are you doing?’
Twitter – July statistics
Source: http://www.socialmedianews.com.au
2,114,000 Aus users (steady)
Avg. 10 minutes 50 seconds
per visit
More likely to connect with people you’ve never met: strangers, celebrities,
politicians, executives
Journalists look for stories here
Big opportunity to share links, engage on issues, learn something new
Customer relations, crisis management, thought leadership, event activation, promotional offers, brand engagement
Language of twitter is:
#hashtag
@handle
Get involved with swarm behaviour
FOLLOW the people who
you would want to
FOLLOW you
Be
discerning and
relevant in your tweets
62
Facebook has three times as many accounts as Twitter, and 20 percent of Twitter's users produce at
least 80 percent of the site's content. (Problogger)
Twitter versus facebook
So why do it?
Reach & frequency
Listen to your audience
Quick promotions
Relationship marketing
Demonstrate your expertise
Google search results
An essential tourism / hospitality site
Customer reviewed
Preference ranked
Search categories vary
Professional & customer photos
Costs nothing to set up a basic account
Trip Advisor – July statistics
Source: http://www.socialmedianews.com.au
1,060,000 Aus users (+160,000)
Avg. 8 minutes 50 seconds
per visit
"25% of hotels [are] still
ignoring social media."
(TravelClick via Econsultancy)
“Guests who read reviews prior to
booking are happier with their stay, are
more likely to recommend the hotel
after their stay and are more likely to return in
the future”
Ref: Marketmatrix
Just because
YOU’RE not talking about your
business, doesn’t meant
other people aren’t
Managing FEEDBACK is essential
So why do it?
Trust – tourists don’t know you
Listen to your clientele
Quick promotions
Raise company profile
Positive customer referral
Free for a basic account
What are the implications of social media?
People are able to review, research, interact and question more than ever before: they will do it with
or without your participation
Scary statistic: The University of Maryland study asked students
not to use media for 24 hours. A large
percentage of the students experienced symptoms similar to
drug and alcohol withdrawal
Ref: onlineeducation.net Aug 8th 2011
Social media is about participation, not disruption or intrusion
What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
Posts from events – she INCLUDES
her audience
Companion products
CURRENT trends
Shots in-situ, FEELS like a
friend
Posts that aren’t
SELLING
Champions a LIFESTYLE, not just her
own merchandise
Reveals
HERSELF
Shares other BRANDS
Links her marketing and is CONSISTENT
Objectives
Reaching retirement plan participants and sponsors
Creating conversations about retirement planning Building a reputation as an industry thought leader
Gathering insights in a short timeframe
How?
Prudential Retirement used ads to promote the poll to employees at companies with at least 1,000 employees, as well as plan sponsors – for instance, human resources and benefits executives.
Execution – Linkedin Poll
“Not only did we receive answers to our specific questions, but
we started a conversation with
people whose opinion we value”
Kara Segreto
Chief Marketing Officer, Prudential Retirement
Results
More than 11,000 poll responses More than 230 comments from LinkedIn members Poll feedback improves product development Greater awareness of thought leadership position
Special offer bursts, engage in current events, respond to customers, celebrity diners
Customer updates, brand ambassadors, offers, crisis management
Insider glimpses, experts, tips, sales, events
Soup of the day, menu changes, opening changes, customer feedback
CEO Havas – personal account. Interests, news, content, opinion
What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
You cannot
CONTROL everything in social media
1
SOCIAL MEDIA is not a
print advertisement
2
3 Social media is not necessarily
on a computer
You can
buy adspace in
social media /
promote in facebook timeline 4
But engaging
CONTENT is better currency
5
You can SHARE ideas & photos, you don’t have to generate
everything yourself
6
Remember the web is written in ink
7
So what’s in it for YOU ?
Social media is an opportunity for engagement
Strengthen brand personality
Offers/instant redemption
Reputation
Engage existing customers, reach new customers
What’s in store today?
What is Social Media?
Primary Social Sites
Case Studies
Rules of Engagement
How to get results
Define the personality of your business
Understand your audience
Consider what an interaction with your live business provides your customers
Ask yourself why people would want to connect with you? Offers? Local area news? Fashion tips? Recipes? Handyman hints? Tax advice? Ways to save money?
Establish a reason to connect
Use your existing marketing to drive people to connect with your social media platforms
Remember that social media is always on, its not something to update once a month
By the same token, don’t post crap
Create Content
Remember that people don’t want to be sold to!
Best social media practice is sharable content – something people will want to pass on
Encourage feedback
Respond and interact
Rule of thumb: Would it interest you? If not, its probably not going to be of interest to anyone else
Create Community Hubs
VIP memberships, local communities
Offers and events – link this in with your regular marketing activity
Think about ‘companion businesses’
Ensure your website is linked
Quick buttons from your website to link people back to your social media
Allow people to share content through their own accounts
Integrate your marketing
Your current database for eDM, Direct Mail, print advertising etc also can connect in social media
Different mediums serve different purposes
Don’t forget to ask people to connect with you
Consider your promotions, how might you be able to use location based services?
Manage negative feedback
Do not delete it! Transparency and honesty is imperative in social media
Address negative concerns, and show your willingness to make amends
People will forgive errors that are rectified
Find our what they’re doing – follow them on twitter, facebook etc.
Accept that they will be doing likewise with you
Connect with the competition
Check in regularly
Respond quickly to comments
Engage in conversations
Be considered in posting
Do one more thing than you are at the moment
But don’t spread yourself too thin
Start small, then upgrade
Every social media channel has a basic account and then a ‘promoted’ option
Ask your customers to CONNECT
Ask for the review, the like, the follow, the referral
Include it on your other marketing collateral
The marketing
LOOP
can be closed both ways
Use social media as a referral back to your website
Social Media CHECKLIST
LISTEN CONTENT
Is this Personal? Referral?
What sort of presence do we want to have? How will we get people to share us?
Start listening to the
communities relevant to
your interest – when you get
more advanced, use a social media dashboard to
monitor conversations
DISTRIBUTION
Performance metrics that
show what has been achieved through social
media
Post/farm content that will engage
(and not alienate)
audiences and influencers
Buying ads
STRATEGISE
An over-arching
strategy that provides a
roadmap for participation
in social media linked
with your other
marketing
MEASUREMENT
Websites to help you out:
Brandmakernews.com
Mashable.com
Hubspot.com
Slideshare.net
Remember The social media sites themselves – they all want you to achieve best possible outcomes
Thankyou!
Follow me on twitter:
@cazz50
Top Related