bpa social media - nov 30th 2
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TRANSCRIPT
Sue Anstiss30th November 2010
Step into Social Media
First newspaper published
Computer1970175
21916 1930’
s2010
TVRadio
The old communication model
was a monologue.
3000The average person is exposed to
advertising messages/day
The new communication model
is a dialogue.
What is SOCIAL MEDIA
How can Social Media be used?
• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding
It’s not just marketing…
10 ways to get started
1. Experiment with social media
• Experiment personally before professionally
• Try a variety of social media tools
• Be yourself, make some friends, and share
2. Have a strategy
Photo by Utne.com
HOPE IS NOT A STRATEGY.
3. Listen
o Find where your audience is participating and indentify the influencers
o Read industry blogs
o Google your company name & your competition
o Use free tools that can help you listen
o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right away
o Don’t be afraid to share
o Make your content easy to share
o Think like a contributor & not a marketer
o Don't shoutDon't broadcastDon’t brag
o Speak like yourself
o Personify your brand
o Don’t try to delete or remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and solution
Relinquishcontrol
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
o Get buy in from the organisation
o Convince senior team that social media is relevant to you
o ‘Divide and conquer’ within your team
o Recruit more help if needed
10. Measure results
www.google.com/analytics
Facebook analytics
Facebook offers unique analyticsStandard Reporting
Standard Impression, Clicks, Video Plays
Facebook Enhanced Reporting
Engagement report
Lexicon measures ‘buzz’ and sentiment on Facebook
Page report
Pulse Data reports the interests of your fans
Paid for analysis
Level 3Level 1 Level 2
o Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds
o Fastest growing social network
o 24 million members in UK
o Powerful tools to engage and understand your audience
o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in
newsfeed
Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
1. Instructional
2. Meet the team
3. Behind the scenes
4. Events
5. Testimonials
6. Entertain
83% have watched video clips
o Showcase eventso Meet peopleo Behind the scenes
shotso Run competitionso Reveal new productso Encourage customers
to share
1. Transparent2. Relevant3. Be active4. Engage in dialogue5. Lots of links
Source: Universal McCann Comparative Study on Social Media Trends April 2008
73% of active online users have read a
blog
o Personal broadcast systemo Marketing, public relations
and customer service o Give your brand a voice
within the communityo Share timely informationo Personify your brand
tools
o Share locationso Reward attendanceo Leave
recommendationso Link to other people
Branded geo-location services
DON’TFORGET THE BASICRULES
o Experiment with social mediao Make a plan (& plan your content!)o Listeno Be transparent & honest o Share your contento Act like a persono See criticism as an opportunityo Be proactive o Accept you can’t do it all yourselfo Measure your results
Sue Anstiss 01628 630363
[email protected]@sueanstiss
http://uk.linkedin.com/in/sueanstiss
www.promotepr.com
Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com