skillsactive -social media workshop -february 14th 2011
TRANSCRIPT
Sue AnstissFebruary 2011
Step into Social Media
• Quick bit about you...• Your experience of social
media?• What you’d like from today?
First newspaper published
Computer1970175
21916 1930’
s2011
TVRadio
The old communication model
was a monologue.
3000The average person is exposed to
advertising messages/day
The new communication model
is a dialogue.
Social media...
People using tools(like blogs and video)
& sites (like Facebook and Flickr)
to share content and have conversations
online.
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…
Whyshould
we care
BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
Photo by sinulog 2006 at Flickr
BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE
ACTIVITY – AHEAD OF PERSONAL EMAIL
Nielsen, Global Faces & Networked Places, 2009
butdoes Social Media
work?
Selectives
Mavens
ButterfliesWallflowers
Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter
Engagement correlates with performance
o Fastest ever growing online viral video campaign
o 6.7 million views after 24 hourso 23 million views after 36 hourso Isaiah Mustafa replied to 186
online comments and questionso Sales increased by 107%
But how do we get
started?
10 Keysto Social Media
success
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
5. Give generously
o Don’t be afraid to share
o Make your content easy to share
o Think like a contributor & not a marketer
Relinquishcontrol
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
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
Free analytics to measure success
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
Questions so far
o Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds
57% have
joined a social network
600 million users
100+ million mobile
WORLDWIDE
Over 24 million users
11+ million daily
UK STATS
o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in
newsfeed
o Facebook ads give you the ability to advertise directly to specific demographic groups
o Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
Add the ‘like button’ to your
website and emails
Events
Wall
Info
Photos
ShopNewsPolls
Reviews
1. Create a page to promote your brand
2. Attract more fans with a contest
3. Encourage a discussion and participate frequently
4. Share and add value for your fans
5. Have a clear plan for content
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Spam fans with too frequent messages
5. Believe that ‘if you build it they will come’
Over 55 million members
In over 200 countries around the world
A new member joins LinkedIn every second
83% have watched video clips
Using video for business
10 great ideas!
o Showcase eventso Meet peopleo Behind the scenes
shotso Competitionso Reveal new productso Encourage customers
to share
4,000,000,000The number of photos archived on Flickr.com
200,000,000 blogs
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
1,105% year on year growth
tools
Who I follow…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
4. Use a photo and keep your bio complete & updated
5. Know what people are saying about your brand
DON’T…
1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useless information – who cares what you had for lunch
4. Worry that you don’t have many followers… it takes time
5. Follow thousands of people just to get more followers
o Share locationso Reward attendanceo Leave
recommendationso Link to other people
Branded geo-location services
The future…?
Some things to do
IF YOUR PRODUCT IS RUBBISH, SOCIAL MEDIA WON’T FIX IT.
Photo by arlen at
Flickr.com
HOWEVER, IF YOUR CUSTOMER SERVICE IS RUBBISH, SOCIAL MEDIA
CAN HELP
IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP
NEVERFORGET THE BASICRULES
#1 Set Objectives
#2 Listen
#3 Relinquish control
#4 engage
#5 measure
“Marketing”
“Advertising”
“Public Relations”
“Social Media Marketing”
Testing the Methodology
“White Christmas”
Some reading material...
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