social media presentation ceo institute

SOCIAL MEDIA

A CEO’S CRASH COURSE

What’s Social Media and buzz?

Social Media – Is it commercially worthwhile?

www.theonlinecircle.com

Social Media – Is Commercially Worth?

Companies are using social media for:•Brand awareness•Relationship with customers•News generation•Influence buy decisions•Research•Market Test•Lowering Costs

Are You Helping or Hindering?

So, would you like to know the secret?

1. Set clear Goals / Objectives.

Facebook MySpace

How many people 4.9m 1.9m

How long /month 3 hrs, 50 mins 55 mins

How often 14 + times month 5.6 + times a month

Majority Age 25-34 12-17

Source: nielsen-online

Decision Making – Information IS available.

3. A clear message / offer.(What do you want them to ‘Take Out’ of your communications (over time)?

4. Monitor. Measure. Refine. Work toward your goals.

Some of the more popular applications.

What about growth?

Okay, the theory makes sense. When

should I start?

A Petition site.

The Petition site had momentum before Cadbury even understood

there was an issue.

Twitter conversations.

Innovative guerilla

Google Search Results.

Strategies.1. Provide a resource for factual information.

A micro site – separate from the main site. Escape strategy

2. Generate content of interest to drive awareness and traffic.WebcastsTwitter account and pro-active engagementBlog posts and comments

3. Engage with influencers at the same levelPetitionFacebook

www.theo

I’m ready already! How do I

move forward?

Just like mainstreamResearch. Monitor. Learn

Just like mainstream1.Research. Monitor. Learn2.Plan to succeed.3.Lead the Conversation.4.Mitigate risk.5. Internal management6.Plan for the future.

1. Plan to succeed.2. Lead the Conversation.3. Mitigate risk.4. Internal management5. Plan for the future. www.theonlinecircle.com

Listening and monitoring

• Brand and competitors

• Product types or brands ........x Finance booking hire and leasing

• Topical issues ....... ‘financial year’• Events ....... ‘Financial Seminars’

Negative keywords – free advice

Monitoring – Set Up.

Filters:• Geography• Language• Media types

–Blogs. Videos. Images. Mainstream News. Forums. Micro Media. Social Networking.

• Can exclude individual media sources.www.theonlinecircle.com

Monitoring – Ongoing.

1. Automated feeds.2. Manual reviews:

1. One by one2. Determine:

–Relevance–Sentiment–Influence

3. Score every relevant feedwww.theonlinecircle.com

Strategic uses of Monitoring.• Research & understand consumer views

Example: Opportunity for Genevieve?

• Create news items, eg. ‘from Mancell’– Use information and insights from the monitoring

Strategic uses of Monitoring.• Create competitive advantage

Setup tools to analyse competitor’s changes on their website to track new campaigns ads, new products, new contracts, etc.

• Identify online commentators / influencers

– Online influence

• Identify the most effective uses of resource re. who and how to engageToo much to do everything!

Just like mainstream.

1. Research. Monitor. Learn.

2.Plan to succeed.3. Lead the Conversation.4. Mitigate risk.5. Internal management.6. Plan for the future.

Non-financial impact is not ROI (yet).

Step 1: Establish a baseline

8% Y2Y Growth

Step 2: Create Activity Timelines

Step 3: Follow relevant metrics

Step 4: Monitor broader stats

1. Research. Monitor. Learn.2. Plan to succeed.

3.Lead the Conversation.4. Mitigate risk.5. Internal management.6. Plan for the future.

Digital Brand Management

It’s all about executing one

integrated strategynot 100 tactics

It’s all about executing one

integrated strategynot 100 tactics

Social Media – An integrated case studySocial Media – An integrated case study

FG Roberts – Manufacturer of Gluten Free Products

Goal: Sell more product

Strategic Objective: Build a Thought Leadership Position

Strategy

Step1) Build an online presenceStep2) Consolidate reputation Step3) Convert Online reputation to commercial value

Social Media – An integrated case studySocial Media – An integrated case study

FG Roberts – Manufacturer of Gluten Free Products

Blog –www.glutenfreehealth.net

Online Articles

Dedicated YouTube channel

Guest writer to nr 1 content website

WOM + Advocates -> Commercial Benefitwww.theonlinecircle.com

Marketing Oriented Options. Online ArticlesMarketing Oriented Options. Online Articles

Social Media – An integrated case study

Social Media Matrix

Tactic / tool Metric Goal Client•Social Sites

•Vertical Forums (ex. Brides)

•Restaurant reviews

•Video and Images sharing

• Number of positive

Comments

•Number of conversations

•Number of Reviews (+/-)

X amount of positive

conversations about the

restaurant per week

Social Media SEO Online Advertising

Integrated Strategies

1. Research. Monitor. Learn.2. Plan to succeed.3. Lead the Conversation.

4.Mitigate risk.5. Internal management6. Plan for the future.

Monitoring can help mitigate risks.

1. Research. Monitor. Learn.2. Plan to succeed.3. Lead the Conversation.4. Mitigate risk.

5.Internal management6.Plan for the future.

Internal Management Considerations

Guidelines for your broader community1. Employees and others will have a clear idea of the company’s position.

2. Employees will feel empowered that they can leverage their social networks in support of their role, as well as for their professional careers.

3. Companies will be legally protected from the possible misuse and misbehaviour of their employees online. Answer Who’s liable.

4. Companies will appear more innovative, forward thinking and acknowledgeable of how social media has integrated through employees lives and the rest of the world.

5. Employees will have a set of best practices and guidance while they venture into the social media world, so even the beginners have some reference guide to turn to. www.theonlinecircle.com

Just like mainstream

1. Research. Monitor. Learn.2. Plan to succeed.3. Lead the Conversation.4. Mitigate risk.5. Internal management

6.Plan for the future.

Why Social Media?

Things you can do now!

Get a domain name that makes sense: Domains are as tricky as they are important.

Use a branded email addresses: Think about it like a user. If you’re about to spend $500 on an entertainment system, which contact email do you trust more – seller@sellerdomain.com or joey324@sketchyfreeemail.com?

Competent design

Create an About Us Page: Include names, faces and personalities of your company. Use your About Page to talk to customers. Include when the company was founded, what you’re an expert in, how excited you are to help them and all the ways they can contact you. If your Web site is the face of your company, the About Page is its heart.

And a Contact Page: Include your real business address, telephone, a map, hours, and any other information someone would need to get a hold of you

Use customer testimonials: Providing testimonials on your Web site does a couple of things for user trust. First, it helps show customers that you’re safe to do business with and gives them an idea of what they can expect from you. Keep a tidy site

List groups you belong to: People trust companies that go out of their way to be part of the community www.theonlinecircle.com

social media presentation ceo institute

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