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© Viadeo 2010
What is “Social Media?”& how can it help my business?
Wayne GibbinsCommunications Director
[The videos]
• The links below relate to some of the public videos shown during the presentation:
• Short Socialnomics vid: http://bit.ly/jq1zZ1
• And the longer Fat Boy Slim version: http://bit.ly/jI8no7
• The Old Spice ad: http://bit.ly/dcJ7Dx • & the blacklab response: http://
bit.ly/mMkDtn
*this slide was added after the seminar
Maybe just a fad?
twitter: @waynegibbins
Social Media
twitter: @waynegibbins
What does it include?
Social Media
Content Share
LocationBased
Blogs
Wikis
Professional Networks
Social Networks
Micro- blogging
Bookmarking
twitter: @waynegibbins
So a Social Network…
twitter: @waynegibbinsImage © Facebook
How do they work?
PLATFORM
PEOPLE
Connect with people you know (Facebook, Twitter etc.) or through content you like (Flickr, YouTube)
From these grows relationships based on shared knowledge, experience or content.
Relationships and networks grow through continued engagement and sharing.
twitter: @waynegibbins
How can businesses benefit?
In-Store
Out-of-store / back office
AnswerQuestions
Listen
Solve a problem
SuggestExperience
SellAdvise
Offers
Promote
Support Line
Introduce a friend
Press
Suppliers
Staff
Evolve
New Products
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Case Study?
twitter: @waynegibbins
His Twitter handle: @taxioviedoWebsite: http://www.taxioviedo.com/Blog: http://taxioviedo.blogspot.comAnd his taxi!
Rixar Garcia
So what’s changing?
• A changing marketing model.
• New channels to reach your customers.
• New metrics to prioritize consumer influence
• New metrics to measure campaign performance.
• New influences on ‘traditional’ digital marketing.
The advertising funnel
See Ad
Enquire
Buy
We require a large audience to achieve a small sale
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The influential model
Target Influencer
Influencer Amplifies Message
Much wider audience for potential sales
Robert Scoble
NevilleHobson
PaulSteele
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Case Study?
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New Metrics
.. To define influencer importance
And reward social status
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Klout AlgorithmTrue ReachAmplification ProbabilityNetwork Value
New Metrics
… To measure campaign performance.
Measurements such as Facebook Insights start to tell us more about how consumers are engaging with our brand and content.
Greater engagement means greater exposure and business potential
twitter: @waynegibbins
New Influences
… on ‘traditional’ digital marketing.
Facebook likes are now appearing in Bing results
Google +1 votes will appear in results and count to your adwords quality score.
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How to spice things up (JUMP)
Offline Media
Social Media
Raise ProfileBuild Online AudienceAmplify Success
CustomisationPersonalisationConversationEngagement
PressAdvertising
Events
ContentCommentary
CommunitySharing
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How to spice things up
Launch Ad
Response Example
Twitter engagement
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How to spice things up
Return on Investment
twitter: @waynegibbinsImage from: http://bit.ly/l2TpIv
Key things to understand
Transparency, accountability & openness
People talking to people
New channel, no shouting
Everyone is in PR
3 way dialogue
Power of recommendation
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Some good practice
Clear objectives
Champion & Empower
Change management
Customer centric
Consistent & Regular
Value not marketing
Crisis management
Not just the numbers
Realistic measurements
Innovation vs emulation
twitter: @waynegibbins
Where are we?
Social media channels
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Social Ambassadors
Comms: Sharing and engaging on Twitter, Facebook, Flickr & YouTube from branded accounts / channels
Spokespeople: Sharing and engaging from our personal accounts – building relationships
Experts: Sharing and engaging from our personal accounts – building relationship
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Harness social media?
Understand, embed, harness
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Image: © UBS
Thank you, any questions?
Or contact me
Twitter: @waynegibbins