Social Media - How to get started

Social media is..

Social Media is:

A channel to empower marketing.

corporation consumersMarketing

take product to market

feedback

Social Media is:

A good indicator of your brand health

Social media: ratings, reviews, fans, followers … 100,000’s participants

survey research… typically 100’s participantsfocus groups… typically 10’s participants

B R A N D

Social Media tools:

Blogs

Micro-blogging

Content publishing

Social networks

Store, share, rate

A ‘web-log’ normally on one topic.Simple to set-up, can include text, photo, video

Frequent short status updates – can include hyperlinks, and follow people

Upload and store multi-media (video, image, presentations)

Communication platform, leisure or work. Applications can plug-in

Bookmark content, get ‘feeds’ on favourite topics or sites delivered to you

Social Media tools:

Blogs

Micro-blogging

Content publishing

Social networks

Store, share, rate

A ‘web-log’ normally on one topic.Simple to set-up, can include text, photo, video

Frequent short status updates – can include hyperlinks, and follow people

Upload and store multi-media (video, image, presentations)

Communication platform, leisure or work. Applications can plug-in

Bookmark content, get ‘feeds’ on favourite topics or sites delivered to you

These tools used for:

• publishing / broadcasting• networking• opinion / research• customer service• discovering content• promotion

But how do I get started?*

*(the easy, free version)

Listen

Set up alerts, straight to your inbox:

To start with, these should suffice:

Google alerts (blogs, webpages, video)

+TweetAlarm (twitter)

Add more as you need:http://mcpromotions.blogspot.com/2010/01/your-ears-burning-20-tools-for-tracking.html

1

Prepare to respond

Read these guidelines first: http://mashable.com/2009/10/02/social-media-policy-examples/

Play ‘Trolls & Flames’:- Get creative- Think of as many objections and insults--- be extreme, left-field, awkward, belligerent- Use the above guidelines to prepare your response

2

Respond

As customer serviceAs an informed commenter

(as per Step 2)

3

Initiate!

Create interesting social media activity of your own.

That’s another presentation, but some nice examples:

4

Nice examples

The Home Alone Project

Who: Nation DesignIdea: The plot of Home Alone is played out on Twitter, in

real-time (22nd-25th December).

Results: Lots of coverage, including posts on Mashable and IMDB

Dell Outlet

Who: Dell ComputingIdea: Connect with the tech community to sell B-stock

computers.

Results: Over $3million in sales, and ‘classic’ Twitter marketing status.

My Starbucks Idea

Who: StarbucksIdea: Conduct (cheap) market research by asking customers

what they think of the brand.

Results: Over 80,000 ideas submitted; the best are put into action.

#Moonfruit

Who: Moonfruit Website BuildingIdea: Increase brand recognition via giving away Macbooks

to people who Tweeting the #moonfruit tag.

Results: #moonfruit was the top trending topic on Twitter for a week.

First Direct Live

Who: First DirectIdea: Get feedback on brand and pull together Twitter/blog

sentiment.

Results: No exact statistics, appears to be well populated.

Coffee Groundz

Who: Local Houston Coffee Shop, ‘Coffee Groundz’Idea: Connect with potential local customers on Twitter.

Reserve orders for pick up via @coffeegroundz

Results: Doubled customers; Twitter party attracted 100 people alone.

Expedition 206

Who: Coca ColaIdea: Send 3 people to every country that sells Coke,

document via social media.

Results: Currently still ongoing, generated good PR so far.

Naked Pizza

Who: Independent Pizza Store ‘Naked Pizza’Idea: Replace traditional-but-expensive DM with Twitter.

Reach new audience.

Results: 15% of first sales promotion came from Twitter; 90% were new customers.