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INTRODUCTION
“Social media provides the average individual with extremely powerful Communications and Public Relations tools.”
INTRODUCTION
Social media is a conversation online.
Look who’s talking:o your customerso your donorso your volunteerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet
access and an opinion.
SOCIAL MEDIA DEFINED
The conversation is not:o controlledo organizedo “on message”
The conversation is:o organico complexo speaks in a human voice
Social media is not a strategy or a tactic – it’s simply a channel.
SOCIAL MEDIA DEFINED
o Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:
o Podcastso Real Simple Syndication (RSS)
SOCIAL MEDIA DEFINED
The power to define and control a brand is shifting from corporations and institutionsto individuals and communities.
SOCIAL MEDIA DEFINED
Word of Mouth is the Future of Marketing
Marketers can effectively use social media byinfluencing the conversation.
One way to do this is by delivering great customer service experiences.
SOCIAL MEDIA DEFINED
o Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”
o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)
o Use Twitter to promote their brando Website displays any public tweets
mentioning of their brando CEO has over 400,000 followerso 430 employees on Twitter
o $1billion in sales last year and their expanding into new product categories
CASE STUDY
o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group
o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINED
Social media sites are still the fastest-growing category on the web, doubling their traffic over the last year.
o 73% of active online users have read a blogo 45% have started their own blogo 57% have joined a social networko 55% have uploaded photoso 83% have watched video clips
SOCIAL MEDIA DEFINED
o Over 50Over 50% of Canadian internet users participate in % of Canadian internet users participate in an online community or social networking sitean online community or social networking site
o 2222% of Canadians % of Canadians over 60over 60
o 7575% of Internet users % of Internet users under 30under 30
o 3535% of users % of users 25-2925-29 do so daily do so daily
SOCIAL MEDIA DEFINED
• Younger users (under 45) use these sites for socializing
• Older users use these sites to obtain and share information
• Youth (12-17) use these sites for entertainment
SOCIAL MEDIA DEFINED
Social media can help you in all stages of marketing, self-promotion, public relations, and customer service:
o researcho strategic planningo implementationo evaluation
SOCIAL MEDIA DEFINED
Le retour sur investissement
Médias Sociaux
Médias Sociaux
o Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
SOCIAL MEDIA DEFINED
Reacho Website visits / viewso volume of reviews
and commentso Incoming links
Action & Insighto Sales inquirieso New businesso Customer satisfaction
and loyaltyo Marketing efficiency
Engagement & Influenceo Sentiment of reviews
and commentso Brand affinityo Commenter
authority/influenceo Time spento Favourites / Friends / Fanso Viral forwardso Number of downloads
SOCIAL MEDIA DEFINED
Source: The Digital Influence Group, Measuring the Influence of Social Media
Resources required for social media may include:
o Strategic consultationo Trainingo Creating contento Integrating toolso Distributing contento Relationship managemento Measuring value
SOCIAL MEDIA DEFINED
KEYS TO SUCCESS
o Experiment personally before professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
KEYS TO SUCCESS
1. Discovery(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
o Find where your audience is participating and identify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
KEYS TO SUCCESS
o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
o Companies that use crowd sourcing include:o Starbucks (MyStarbucks)o Dell (Ideastorm)o DuPonto Netflixo Wikipediao iStockphoto.como Threadless.como Mechanical Turk (Amazon)
KEYS TO SUCCESS
Amelia Arlington
KEYS TO SUCCESS
56 unanimous responses in under 4 minutes from YouBeMom.com
KEYS TO SUCCESS
o Avoid puffery (people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
KEYS TO SUCCESS
o Don’t be afraid to share. Companies, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds,
Email a friend
KEYS TO SUCCESS
o Don't shout. Don't broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing guru or press secretary
o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS
Secret Ingredient: FUN
o Email viewed as mundaneo Social media has an
entertainment overlayo 12600 followerso Often creates 100,000
impressions in a day (therealbanff.com)
THE TOOLS
o Think like a contributor, not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
o Don’t try to delete or remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
KEYS TO SUCCESS
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
KEYS TO SUCCESS
o You need buy in from everyone in the organization
o Convince your boss/owner that social media is relevant to your organization
o Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all yourself
KEYS TO SUCCESS
1. Word of Mouth peer-to-peer discussions are more influential than the mass media
2. Participate by enabling and feeding the conversation(follow the 10 keys to success)
3. Be transparent & honest
3 TAKE AWAY MESSAGES
![How to Manage Social Media for the Busy Professional - TechLeap [short]](https://img.pdfslide.net/doc/110x75/558d4d2dd8b42a9b5e8b457f/how-to-manage-social-media-for-the-busy-professional-techleap-short.jpg)
