Social Media Presentation - Topic 3

Slide 1

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro – The Nature & Role of Social in the Digital Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

Slide 2

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro – The Nature & Role of Social Media in the Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

The Key Challenge for all Business / Marketers…

Slide 3

How do we create an excuse or a reason for us to have

conversations and interactions with people on social media

sites?

Product attributes, pricing, press releases and company info is

not going to sufficiently engage people.

The conversation will often need to be about topics linked

directly and indirectly to my product that are of interest to the

user… we’ll often need to

No Media Cost… but not free. The investment is about our time, energy, passion and overall effort involved in pursuing conversations with customers online. Never underestimate the “Opportunity Cost” of social.

Slide 4

Consider…

Driven By a Passion for Technology and Human Interaction… not by a desire to make money!

Slide 5

Slide 6

your website is not your web presence

SHADOW (What Everyone

else says about you) FOOTPRINT

(Ads, Social, Email,

Your other online activities)

VOICE (Your Web Site)

Source: Gareth Dunlop, ION

The Role & Potential Uses of Social

Our Options & The Direction To Take?

Do nothing. Deemed of low importance.

Approach Social as an advertising platform.

Social as a sales tool – to win new customers.

Social as a CRM tool – to serve & retain existing

customers.

Seek to Create & Manage an online “community”.

Use to Monitor your “brand temperature”.

Building applications to make it all work.

Before we act we must… Listen

Slide 8

If you do decide to engage… Consider some do’s and don’ts

Slide 9

Some Do’s...

Some Don’ts….

Slide 12

Questions?

Slide 13

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro – A Definition of Social. The Role of Social in the Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

Slide 14

Average Usage

Slide 15

Average Usage

Slide 16

Why People Use Facebook – And Who Uses it?

1. To interact with friends

2. To share photos

3. To Gossip / out of curiosity

4. Staying in touch with trends / buzz

5. To follow brands / companies

14 – 17 year olds - 18%

18 – 34 year olds – 45%

35 – 44 year olds – 20%

Slide 17

55% Female Bias

Slide 18

Slide 19

Getting Started….

Slide 20

Slide 21

Slide 22

Slide 23

Page Set Up – Beyond the Basics…

Slide 24

Facebook Places & Deals…

Slide 25

Some Rules… to consider

Slide 26

The Need to Act but also to be Careful…

http://www.facebook.com/pages/Kwik-Fit-the-worst-corporate-reputation-in-the-UK/335225647428

Getting it Wrong… Nestle

Getting it Right… Weight Watchers http://www.facebook.com/home.php?#!/weightwatchers

Getting it Right… Starbucks

Some Interesting Examples...

Slide 33

Slide 34

Slide 35

Slide 36

Slide 37

Questions?

Slide 38

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro – A Definition of Social. The Role of Social in the Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

Slide 39

Tell the world what’s happening in 140 characters or less!

You Don’t Have to Tweet to use Twitter…

Slide 40

Just as you don’t need to have a website to use the internet

you don’t need to tweet to use Twitter. Some people simply

prefer to follow, watch and listen rather then contributing

heavily.

We see two common types of Twitter users:

1. Contributors / Drivers

2. Followers / Consumers of information

Twitter as an Information Network…

Slide 41

Why People Use Twitter – And Who Uses it?

1. To follow celebrities

2. To interact with friends

3. To follow brands / companies

4. To see what the “buzz” is…

5. To show off!

14 – 17 year olds - 15%

18 – 34 year olds – 50%

35 – 44 year olds – 25%

Slide 42

52% Male Bias

Our Interest As Marketers?

Slide 43

A Desirable Target Audience…

We are reaching people who are “Social Sparks” … key influencers of

wider groups of people around them.

Slide 44

How do Businesses / Marketers Use Twitter?

Slide 45

1. Indirectly - To demonstrate their knowledge,

expertise and credentials by contributing content

and observations to industry groups.

2. Directly – To distribute sales offers, special

promotions and specific product / service focused

announcements etc.

3. To Observe – To build a better understanding of the

needs / nature of their target audience customers

and of their competitors.

Slide 46

Establishing Credibility & Market Leadership… Tips

Slide 47

1

2

3

Tweeting Tips for Business…

Slide 48

www.business.twitter.com Follow: @twitterbusiness

Slide 49

Promoted Tweets… at Beta stage at present

Slide 50

Growing Your Twitter Following?

Slide 51

Slide 52

Some Good Examples….

Slide 53

Slide 54

Slide 55

Slide 56

Questions?

Slide 57

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro – A Definition of Social. The Role of Social in the Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

Slide 58

Why People Use LinkedIn – And Who Uses it?

1. To network / connect with other professionals

2. Business Development / sales leads

3. Career / Jobs

4. To Demonstrate Market Knowledge

25 – 34 year olds - 50%

35 – 44 year olds – 25%

45 – 60 year old – 12%

Slide 59

55% Male Bias

LinkedIn for us as Individuals…

Slide 60

Slide 61

LinkedIn for us as an Organisation…

Slide 62

Slide 63

Group Discussion: - How are we currently using LinkedIn? - What are the relevant uses / benefits for us?

Slide 64

Slide 65

Questions?

Slide 66

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro – A Definition of Social. The Role of Social in the Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

Blogging & Forums As a Social Engagement Tool

Slide 67

Slide 68

Slide 69

Blog Content Working with other platforms…

Slide 70

http://worldwidecyclesblog.com

Slide 71

Slide 72

Slide 73

Right for your business?

Slide 74

Slide 75

Topics & Agenda

1

2

3

4

5

Facebook – How people use it, getting started & best practice

Intro –The Role of Social in the Mix.

6

Blogging & Forums – How they complement Social Media

Summary

Twitter – How people use it, getting started & best practice

LinkedIn – How people use it, getting started & best practice

You Tell Me… What Does Social Mean To You and how

do you think it is best used as Marketing Tool?

Slide 76

Slide 77

Questions / Discuss?