1st rule of Fight club

social networking be social

“Welcome to an

element of Web 2.0… you’ll love it” ;)

be social

An overview of

social media

be social

there aremore than

50 SM sites

“In fact there are

around two

hundred…

and counting”

be social

more

familiar

ones include

be social

but the

most

popular

are:

plus:

be social

some

useful

info

Twitter: Launched in July 2006. 190 million users

Facebook: Launched in Feb 2004. 500 million users

LinkedIn: Launched May 2003. 20 million users

Myspace: Launched Aug 2003. 60 million users

Youtube: Launched Feb 2005.

Flickr: Launched Feb 2004.

be social

So what are they good for?

Absolutely everything!

Social media platforms allow you to communicate with your preferred audiences

They allow organisations to connect with consumers and stakeholders

If used correctly they replace or support some traditional advertising and media channels

Social media platforms have now taken over traditional media

They allow you to connect and monitor content that’s of interest to your client

IMPORTANLY, they allow everyone to have an opinion!

They directly support search engine optimisation

be social

what are

they? Twitter: Content driven ‘mircoblogging’ site

Facebook: Content driven ‘mirocblogging’ site

Youtube: Online video hosting service

Myspace: Content driven ‘mirocblogging’ site

LinkedIn: Professional social network site

Technorati: Blog search engine

Delicious: Social booking marking site

Flickr: Photo/video hosting service

be social

Social media platforms started to gain importance after 2004. The pr, marketing,advertising and sales professions all started – slowly – to see how social media couldhelp them engage with consumers, stake holders and the media.

Social media are online platforms that enable people to interact and communicate with other people. Social media and the digital revolution facilitates consumer journalism.

Social media allows you to represent your clients’ interests online.

Now everyone has a voice – good or bad

Social media forms part of the web 2.0 - the evolution of PR!

an

overview:

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popular speak:

Tweets: updates on twitter

Tags: keywords attached to blog posts, images, etc

RSS: really simply syndication – an alert service

Aggregation: gathering and remixing content on one platform to another

Social networks: tools to create and share profiles and publicise content

Widgets: stand alone applications commonly used in advertising

Avators: images representing people

Blogroll: regular read sites by another blogger

Feeds: available content you can read, listen or view

Lurkers: people who view but never contribute

Social media: tools and platforms to share content

Threads: strands of conversation

Trackback: calling cards used on blogs

Astroturfing: PR produced blogs to give impression of a personal weblog

be social

potential

audience

WOW! North America 252,908.000South America 179,031,479Australia 20,970,490Africa 67.371,700Europe 418,029.796Asia 738,252,230

• Over 10 billion+ tweets are sent each year• 2 billion videos are streamed each day on Youtube• There are currently over 126 million blogs

be social

So which one?

From a professional perspective selecting which social media to use is the same process as picking traditional media channels – it depends on your audience, your message and your objective.

For example:

• Twitter is good for corporate statements, targeting media and supporting SEO

• Facebook is great for interacting with your audience and attracting feedback

• Over 10 billion+ tweets are sent each year• 2 billion videos are streamed each day on Youtube• There are currently over 126 million blogs

“Although they are both great public engagement Tools”

be social

did you know:

Two thirds of the internet population visit social networks

Social networks account for 10% of all internet time

37% of internet users use social network sites daily

25% of online consumers read blogs and 14% comment on them

36% think more positively about companies with blogs

76% of consumers use online reviews when making purchases

be social

Pro’s and con’s of using SM:

Pro’s:

Allow direct communication with consumers

Provide real time buzz

Enable interaction with desired publics

Enable corporations to build relationships with desired publics

Con’s:

Lack on control

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considerations:

• Assess and understand your clients objectives

• Decide how social media can be used to achieve the objectives

• Select appropriate social media tools:1. Based on capabilities and target audience

• Outline tactics for engagement:1. Begin by spending time on the community

be social

case study: Assess and understand your clients objectives

1. Client route to market was online

2. Client wants to create online brand buzz and build followers prior to site launch

3. Client wants to engage with consumers and influencers prior to site launch

4. Client wants to establish links with traditional, digital media and influencers

fashionpony.co.uk

be social

case study: Decide how social media can be used to achieve the objectives

Use social networks to build fan base and online community(Used twitter and facebook)

Source list of bloggers and form relationships via product sampling and

Establish list of digital media contacts using twitter

Start communicating social messaging

Generate interest via social network competitions

Upload regular updates across social networks

Link all social networks together to update simultaneously

Create weblog and link to twitter and facebook

Source and create links with forums

fashionpony.co.uk

be social

case study: Select appropriate social media tools:

Two social networks were picked. These were based on consumer demographics

and key objectives:

Twitter to engage with some consumers, media and influencers

Facebook to engage with and forge relationships with consumers *Both SN platforms allowed fashionpony to generate buzz for the website launch

Social media have also been picked to support SEO and track comments:

• Google/trends to spot topical debates• Sourceblog.google/com to source blog links for future quest bloggers• Google/alerts to track online messaging• Technorati to pimp the fashionpony weblog • Delicious to track online content via book marking(negative and positive)• Weblog to support SEO and news distribution

fashionpony.co.uk

be social

case study: Outline tactics for engagement:

Establish key online communication channels to support traditional media drive

Support promotional and all external communications activity

Monitor brand perception in line with the desired brand identity

Build relationships with all potential stakeholders

Generate buzz leading to website launch

Maintain relationships with stakeholders

Increase SEO

fashionpony.co.uk

be social

measuring your clients ROI:

• Increase in brand loyalty (repeat customers)

• Stronger brand image

• Increased buzz (chats, positive comments)

• Site traffic

• Increase in fans/followers/subscribers

• Increased conversation

• Increased registration

• Google page ranking

2nd rule of Fight club

be social

“Welcome to an

element of Web 2.0… you’ll love it” ;)

social networking