Social media: In Context for business

www.mediamatters-pr.co.uk

Social Media

In context for business

Karen McNulty

14th September 2011

What is “social media”?

Websites with user generated content:

• Discussion boards• Tools for customers to upload photos,

videos, reviews• News, status updates• Usually FREE

Social media for business

?Blogs

Podcasts

Forums

How popular are they?

• Twitter - 200 million users worldwide• Facebook - 750 million active users

worldwide• LinkedIn - 120 million users worldwide• YouTube has more than 300 billion

views a day• Google + already has 20 million users

"Right now we're very much focused on optimising for the consumer experience, but we have a great team of engineers building a similarly optimised business experience for Google+,"

Google's product manager, Christian Oestlien July 2011

Aren’t these for young people?

• Over 40% of 55+ social networkers have been registered on the sites for less than two years

• 28% of Facebook users are over 55.

Where do consumers get information?

What is social media good for?

Facebook is the second most visited website in the UK after Google, accounting for 6.89% of all visits from UK internet users in September 2010.

Reasons to use social media

1. Low cost

2. Raise your profile with thought leadership and knowledge sharing

3. Improve relationships with your target audience

4. Bring more traffic to your website

5.Monitor and enhance your brand

6. Research

Reasons not to use social media

1. Your customers are not using it

2. You don’t have the time or resources to manage social media

“45% of business using social media do not have social media guidelines”

Econsultancy Survey 2010

Negative feedback

Brandwatch.com

3. It doesn’t give you the ROI that other marketing activity will

4. Your business culture does not lend itself to social marketing

Other potential pitfalls

• Content• Comments• Customer service• Spamming• Social crisis management• Time

Case Study – good practice

Social media success

• Wiggly Wigglers have built their business on social media

• Blog – Used to share gardening tips, events, interesting content and offers, this rural store is very active on its blog.

• Podcasts – Stay tuned to the Wiggly team every Monday on the Wiggly podcast!

• “With thousands of listeners from all around the world, and over fifty 5-star reviews on iTunes, it seems that our audience enjoys listening to the shows as much as we enjoy making them. Join us every Monday as we cover the environment, wildlife, gardening, farming, biodiversity and the things we can all do to make a difference.”

• Facebook Group – The Wiggly Facebook group now has over 2000 members.

• Twitter – Heather tweets really often on Twitter about

latest offers, free stuff and tips.

• The Wiggly Cinema The Wiggly Cinema is filled with high quality videos about everything gardening with videos on their YouTube channel as well.

1890 followers

3843 followers

Case study – bad practice

Habitat

Karen Dykes

Recruitment Partner, Anne Corder Recruitment

Our website

www.annecorder.co.uk

Engagement through our website • E-newsletters• Blogs• RSS• Podcasting

Analytics – know your customers in the past 12 months

• 48,261 total visits

• 24,194 absolute unique visits

• 2 minutes 28 seconds average time on site • 5.67 pages viewed per visit

Aim to increase website traffic

• Improve website ranking • Regular content updates

www.twitter.com/ACRPeterborough

Launched April 2009

Engaging with job seekers

• 690 tweets

• 218 followers

http://www.linkedin.com/company/anne-corder-recruitment

Launched December 2009

Engaging with business contacts

• 381 connections across the ACR team of 11 Linked-In users

• 41 followers

Linked-In Groups

http://annecorder.blogspot.com

Launched January 2009

In the past 12 months

• Average 2 blog posts per month • 593 absolute unique visitors

• Average time on page: 34 sec

Launched March 2010

To interact primarily with job seekers

• 47 people ‘like’

• Articles posted attract up to 300 impressions

http://tiny.cc/ACRfacebook

Social Media

Traditional Print Advertising

• Initial set up

• Maintenance

• Training

• Research

• Ideas

• ACR team engagement

Return on Investment

• Clients

• Competitors

• Can you afford not to?

Measuring ROI for Social Media

What are your objectives?

1. Raise awareness

2. Engage with customers

3. Research

4. Sales

5. Visits to website…

Measurement in Twitter

Measurement in Facebook

Search

Other Tracking

• Addtothis and addtoany• URL Shorteners• Google Analytics• Tagging URLs• Tweetmeme.com

Driving people to your social activity

• Via your website• Business cards, stationery• Email signatures• QR codes

What are Q R Codes?

http://www.marshallweb.co.uk/jaguar/peterborough/defaultmobile.asp

• QR codes are measurable too• Most social media provide analytics for

free• You decide what to measure and select

the tools to suit your objectives.

Social Media

In context for business

Karen McNulty

14th September 2011

Social media: In Context for business

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