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Harnessing Potential. Social Media: It’s about the conversation… Paul Tilley College of the North Atlantic. Topic 1: Social Media Strategy/Social Media Policy . You will: Better understand the meaning, purpose and potential of Social Media for the Town of Clarenville - PowerPoint PPT Presentation

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Harnessing Potential

Its all About PotentialSocial Media: Its about the conversationMR1100 marketing 1

Paul TilleyCollege of the North AtlanticOur Goals for this UnitYou will:Better understand the meaning, purpose and potential of Social Media in Marketing Better understand the concept of Brand in relation to the organizationDevelop goals for social media to help develop the BrandDevelop an understanding of an organizations basic communications' goals and how these can be facilitated using specific social media platformsDevelop an appreciation for managing the brand by using of social media Social Media PolicyAppreciate the potential and the costs of utilizing social media as part of a comprehensive communications strategy

GOAL 1

The meaning, purpose and potential of Social Media in MarketingWhat is Social Media?

Social media(SM) includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. (Wikipedia)

Social Media has two distinct features that separate it from traditional Webpages:It is actively delivered to the recipient (the mailman vs. the post office)It allows for two way communicationsSocial Media for BusinessOne should not confuse private and business use of social media.Platforms have a very strong business presence that the average user does not seeUse Social Media with a purpose in mind.Need to listen and hear, engage and interactNeed to balance transparency and securityNeed to ensure singularity of messageNeed to develop skills and allocate resources.Why Social Media?

When an organization is small, conversations are easy. As the organization grows these quality conversations become more challenging.Social Media is now allowing for electronically mediated conversations.

RememberSocial Media is one important tool in a large tool kit it is not a panacea but, if done right it is effective at creating conversation and it is cheap!

Does it work?

innovation and the underlying social processes of communication are vital to growth in the global economyA Commitment to Place Harris Centre p52Goal 2Better understand the concept of Brand in relation to the OrganizationBranding - we know it when we see itA brand can help an organization define itself; say what it stands for, and present its value to the community it serves.A strong brand identity can take on a life of its own and become a magnet to draw people to the organizationSocial Media with its ability to foster and maintain relationships can help establish A BrandIts all about Communications!Goal 3Develop goals for social media to help develop the Clarenville Brand

Basic Communication ObjectivesEnsure high visibility & engagementRaise awarenessBuild on organizations unique strengths

Goal 4Develop an understanding of Clarenvilles basic communications' goals and how these can be facilitated using specific social media platforms

The Potential of Social Media in Branding (1)Social Media (SM) is the new virtual water cooler.More companies realizing the need and ability to reach out to the public and customers. Engages the real needs and passions You can use niche networks and sites to research your field and build relationships.13The key element of social media is that, unlike conventional media, such novel technologies permit users to participate and gain value from each other. Instead of a message broadcast from a centralized organization or corporate entity, social media offer a more organic process of communication.CrowdsourcingThe Potential of Social Media in Branding (2)14The Potential of Social Media in Branding (3)Social media can be especially effective when supplemented by the traditional tools.It is most important not to approach Social media as a predator, but rather as a colleague with a similar thirst for community, knowledge and self-expression.15Is Social Media real?

Social Media Lets one

build relationships of trust over time through viral videos, blogs and social networks (communities of common interests). In these networks, users get their information from one another, not from mainstream media, institutions, organizations or businesses.

17Social Media InvolvesAn ongoing conversation, resulting in a steady stream of information for: ResearchFeedbackBuilding Relationships

The nature of Social Media allows for the initiation of conversation by either party, a key differentiator from established broadcast channels.

18Limitations of Social MediaIt is only PART of a communications strategySocial media is not free: It takes time and energyPeople are the power behind social mediaEvangelists vs. AntiracistsImportance of a Social Media Policy that is not overbearingNot everything & everyone is nice

Canadians and Social MediaCanada boasts some of the worlds highest internet penetration and social networking usage rates. 3 out of 4 users use social networks regularlySocial Media has overtaken e-mail as the #1 activity on the web.93% of social media users believe companies should have a presence in social media.

ZINC Research 2009-201120Facebook

Business vs. individualWallPostingLinkingPicturesConversationAdvertisingMetricsOver 1 Billion people are on Facebook worldwide15.4 Million users in Canada237,000 users in NL3,600 users in Clarenville region50% visit the site dailyWidest range of opportunity of any Social MediaTwitter

Over 500 Million people are on Facebook10 Million users in CanadaImmediate144 CharactersMobile choice

Twitter

Fast growing site with over 200 million accounts140 million tweets per dayCan follow tweets of selected people/organizations45% of business saw Twitter as important to their business 83% expect to increase use in the next 6 months.Main Success factors from a business perspectiveInfluenceBrevityAccessibility (Mobile)InteractionVersatilitySecond most popular Social Media Site

YouTube Capabilities

You own your own TV channelMillions of videos on everythingVisual medium of Social MediaGoal 5Develop an appreciation for managing the brand by using of social media Social Media Policy

Social Media Plan

Businesses need a Social Media Policy that outlines the Goals and Objectives of their Social Media Usage and defines expectations of users who will represent the organization using it.See: City of CalgarySocial media policy templates

Social Media Strategy

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ListenEngageAdd value with ContentDevelop & Strengthen RelationshipsGoal 6Appreciate the potential and the costs of utilizing social media as part of a comprehensive communications strategy

The biggest expense of Social Media is in TimeAre you prepared to invest the time?