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Slides cover how to engage with customers online looking at how social media as a channel allows businesses to talk to customers in a more personalised way. Looks at current examples of businesses using social media to add value to their brand and customer experience online, the way social media is impacting the way we communicate to customers. Also looks at the implications of social media for online PR.
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Why social media?
We now live
“Buzz” word of 2009
A fundamental change in the way we communicate
We are social animals after all
Evolved to
communicate
“There are 1.5 million
business searches daily
on YouTube”
Starbucks coffee
“2nd most visited destination for business
searches, behind Google”
Google.Google, Forbes, BtoB, June 2009, June 2009
Over 350 million users on
“If Facebook were a
country it would be the
world’s 4th largest”
15 million active user accounts
on TwitterTwitterrati.com 2010
Even the Dalai Lama is on
“Dell made $3 million (£1,822,716) on Twitter
in 18 months”
50 million users on LinkedIn
80% of companies using LinkedIn as their primary tool to find employees
Social media has over taken porn as the No.1 activity on the web
“Over 70% of brands with social media presence fail to publicise this on their website”
Dotcommerce report 2010
Mashable.com 2010- University of Maryland’s Smith School of Business report on small businesses using Social media
Conversation
In an online communication there are no trust markers;
body language, voice
Responsiveness is key for Digital communication
Trust is important
As a brand it’s easy to be the 50 year old in a night club
Flickr photo credit: *saxon*
Mobile media means we are connected all
the time
•Engagement with consumers on a non-marketing level
• Build a community
• Build brand awareness & loyalty
• Offer services and knowledge
• Customer feedback - measure, assess, evaluate
Why do brands use social media?
‣Establish ways to lead online discussions about your key topics‣Involve customers by asking for their feedback, advice and ideas
“If you don’t like what’s being said,
change the conversation”
Don Draper - Mad Men
•Involve
•Create
•Discuss
•Promote
•Measure
Social media campaign
Defining the “R” in ROI for Social media
•Return on Engagement
•Return on Participation
•Return on Involvement
•Return on Attention
•Return on Trust
Defining “R”
Important to have a success metric before you begin
Without some sort of benchmark, it’s impossible to determine your
ROI
Success Metrics (KPIs)
•Corporate reputation
•Conversations
•Site conversions
•Customer relationships
•Inbound links
•Website traffic
Qualitative
• Are we currently part of conversations about our product/
service/industry?
•How are we currently talked about compared to our
competitors?
•Build better relationships with key audiences?
• Participate in conversations where we hadn’t previously
had a voice?
• Move from a running monologue to a meaningful
dialogue with customers?
Qualitative
Quantitative
Google analytics
•Create a segmentation of social traffic
•Look at each site individually
•Compare increase in social visitors to
other online marketing campaigns e.g.
PPC
•Monitor site goals for social visitors
and their behaviour
Brands using social media successfully
The comparethemeerkat campaign is a great example of customer
engagement which has seen the site double the number of daily
visitors according to Google Trends
“Simples”
• 36,048 Twitter followers
• 705,766 Facebook fans
• 80% increase in quotes
• Cost per acquisition reduced by 73%
• comparethemarket.com traffic increase of 100%
Content is Not King
(Not by itself)
“Building quality content
without (marketing) is like
locking William Shakespeare
in a room to write for himself”
Michael Gray, SEO expert
wolf-howl.com
Are you ready to handle Possible Negative
Backlash?
It’s ok to Lose Control
How do you monitor the
conversation?
Free tools
socialmention.com
howsociable.com
tweetcloud.com
tweetfeel.com
Twitter search
search.twitter.com
Google Alerts
google.com/alerts
Technorati
technorati.com
Free tools
Paid tools
Radian 6
radian6.com
Socialradar
socialradar.com
Paid tools
Social PR1.Elevate the message2.Inform not persuade3.Write with balance4.Include traditional and new media5.Be informative6.Provide resources7.Use available social media to open-up dialogue8.Listen9.Converse10.Learn
PR Newswire
Social media metrics:http://www.prnewswire.com
Allows PR professionals to monitor, analyse and measure the impact of what is being said about an organisation, brand or spokesperson
PR should embrace social media NOT “hijack it”
You Must Be Willing to Dedicate Time & Energy
Illiya Vjestica
kungfudigital
www.kungfudigital.co.uk
www.linkedin.com/in/illiyavjestica
kungfudigtial.posterous.com
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