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How to justify and use social media for business
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Connecting the Pieces of Social Media
Mike Lazarus – GL Computing
The Business Need for usingSocial Media
• Power of Information in users’ control– Get their information from others on on-line
forums rather than vendor sites – Need to meet users where they look rather
than hope they will come to you
• The Millennial Generation (b1982-2002)– Becoming a significant market segment– Driving the need for marketing to change
• Protecting your Brand Reputation– Searching and responding– Protecting and Enhance the Brand
The aims and benefits ofSocial Media for business
• It is NOT about sales• It is NOT about conventional marketing• It IS about building relationships
– Conversation not Presentation– Engaging and Informative content– The New ROI: Return on Involvement
• Enhance PR and press releases• SEO – Search Engine Optimisation
Web 2.0 and Social Media• What is Web 2.0• What are some types of Social Media
– Blogs– Community Sites– Social Networks
• MySpace• Facebook• LinkedIN• Community Forums and Discussion Groups
– Micro blogs• Twitter• Facebook/LinkedIN status
– Other• Casting, Collaboration, Reviews
The Risks
• Marketing messages not cleared by senior managers or PR
• Cultural Objections• Legal concerns
– Confidential or NDA material– Staff posts about competition– Public complaints
• Undetermined metrics for success– How much staff time is constructive?– IT costs?
Community Sites and forums
• Web and RSS Vs NNTP• Peer based and staff content• Support and idea sharing• Relatively controllable• Requires getting users to the site
Blogs
• Needs Regular updates and review of, response to comments
• Content needs to be informative and useful to current and potential users
• NOT conventional marketing• More details improve SEO for blog AND
corporate site with links• RSS feeds
– Validating– Publicising
Social NetworksMySpace and Facebook
• MySpace– Typically a younger market– Less important with respect to the market of
this presentation
• Facebook– Social/friendly content– Status and comments– Blog Network to promote Blog– Product Page
Social NetworksLinkedIN
• LinkedIN– More business-like– Status and comments– Adding Blogs/Twitter/etc to Profiles
• BlogLink• Company Buzz
– Utilisation of LinkedIN Groups– Questions Area– SlideShare
Micro Blogs• Short message (typically <140 chars)• Include URL to Blog or web (shorten)• Most common:
– Social Network Status Updates (FB/LI)– Twitter
• Engage and discuss– Facebook Comment– Twitter Reply @– Twitter Direct D– Twitter ReTweet RT– Twitter Hashtags #
• Search
Tools and applications
• Twitter on desktop– TweetDeck– Twhirl– Seesmic– TwitterFox
• Twitter Web Tools– Widgets– TwitterFeed– HootSuite– Ping.fm– TwitterAnalyzer.com
Corporate Tools
• TweetFunnel• CoTweet
Mobile Tools
• Blackberry– TwitterBerry– Twitter FaceBook– SocialScope (Twitter and Facebook)
• iPhone– PocketTweets– Facebook– TwitterFon
• Windows Mobile
GL Computing on the web
• GL Computing main site• GL Computing Blog• Facebook Blog• LinkedIN ACT! Fanatics Group• Mike Lazarus on LinkedIN• GL Computing Twitter