tlc social media course: an introduction for business
DESCRIPTION
An introduction to the world of social media. To find out more about the TLC Social Media courses please visit www.tlc.co.imTRANSCRIPT
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Social Media
An introduction to social media for
business
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Social Media
That’s me
These are my daily thoughts
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Social Media: The phenomenon
What is social media?• By definition social media is
websites and applications that enable users to create and share content or participate in social networking.
• Social media is conversational marketing that is ever changing and powered by over 3000 platforms
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Social Media: The phenomenon
Why YOU can not ignore it... • It is word of mouth on steroids• It is current, relevant and invasive • 1 in 4 people in the world use social networks• Searching Google for social media returns
70100000 results• Everyone is talking about it, from teenagers to
local grocers and even leaders of countries
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Social Media: The phenomenon
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Social Media: The phenomenon
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Social Media: The phenomenon
http://www.youtube.com/watch?v=57dzaMaouXA
The rise of the #hashtag
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Social Media: The Phenomenon
“Social Media is about sociology and psychology more than technology.” ~Brain Solis Principal of FutureWorks
“With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues”. ~Erik Qualman
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Social Media: The Phenomenon
“I love social media because it exists at the intersection of humanity and technology. ~ Steve Jobs
"On Twitter we get excited if someone follows us. In real life we get really scared and run away."~Unknown
“Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.”~Unknown
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Social Media: Myths
These are the most common myths of social media:
• It is free• You can just appoint anyone in-house to run
your social media • You need to be on EVERY social media
channel • Social media can replace real-life networking • Social media is full of internet trolls
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Social Media: Myths
• Only teenagers are on social media
• Social media can replace your website
• You can not measure return on investment
• You can not generate leads on social media
• Too much content will reveal trade secrets to your competitors
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Social Media: Myths
• Social media does not compliment traditional marketing
• Social media is a fad • Social media creates negativity • Social media is too informal for business
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Social Media: Facts
Social Bookmarking (stumblopen.com)
• Interact by tagging websites and searching through websites bookmarked by others
Social News (reddit.com)
• Interact by sharing and commenting on news Social Video & Photo Sharing (youtube.com)
• Interact by sharing videos and photos Social Networking (facebook.com)
• Interact by adding friends, commenting and sharing
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Social Media: Facts
The statistics do not lie:• 1 in 4 people world wide use social media • By 2017 there will be 2.55 billion users• 67.7 % of internet users use social media at
least once per month • The biggest social network Facebook has over
1.28 billion monthly active users
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Over 3000 platforms with one aim: connect people!
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Social Media: Facts
How do marketers see social media?• 92% of marketers indicate that social media is important for
their business • Facebook and LinkedIn are the most popular choice for
marketers, with 54% choosing FB as their preferred platform• 64% said they dedicated 6 hours or more to social media
per week • 92% said the top benefit of social media was increased
exposure with increased traffic on the website 80% and developed loyal fans
(Study done by Social Media Examiner, 2800 marketers took part and results were released in 2014)
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Social Media: Facts
The benefits of social media to marketers
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Social Media: Where it all begun and why.
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Social Media: Where it all begun and why
The history of social media is explained
in this infographic
(a graphic visual presentation of
information)
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Social Media: Where it all begun and why
Word of Mouth Marketing • Social media is essentially a tool that allows
word of mouth marketing to extend across borders, language barriers and cultures.
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Social Media: Where it all begun and why
“Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.” - Mark Zuckerberg
YouTube was built for home use and Facebook was never intended to be a marketing tool – this was the age of innocence.People slowly, through their needs, pushed these channels to become what they are today.
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Social Media: Where it all begun and why
This is the society we have become
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Social Media: Where it all begun and why
Social networks are the first marketing
platforms to boast a two-way
conversation, gone are the days of you
putting the message out there and
hoping it resonates with your audience,
you now have access to their thoughts.
What will you do with this information?
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Social Media: The BIG Players
To see the full infographic visit: https://www.pinterest.com/pin/175499716705022717/
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Social Media: The BIG players
To see the full interactive infographic visit: http://blog.digitalinsights.in/social-media-users-2014-stats-numbers/05205287.html
Which social media channels are leading the way?
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Social Media: Facebook, the King of Kings
Facebook is undoubtedly the biggest and most powerful social network in the world. What makes it unique?
• It has an aim of 5 billion users• Facebook is driving initiatives for internet accessibility world wide • It dominates the social media advertising space• Facebook is focused on growing offline too• It is a public company • Facebook has adapted to changes in technology and user
behaviour
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Social Media: Facebook
• 21 minutes – the time the average user spends on Facebook a day
• Largest opportunity - communicating with consumers in a non-obtrusive way
• Users share 1 million links every 20 minutes• Posts that contains photos make-up 93% of the
most engaging posts.• Question posts “get 100% more
comments than standard text-based posts.”
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Social Media: Twitter
• 241 million active users (over 600 million total users)
• Twitter is a micro blogging social site that limits posts to 140 characters
• 5,700 tweets happen every second
• 86% of tweets with links will get retweeted
• Use hashtags to gain 2x more engagement
• Image links can get 2x the engagement rate
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Social Media: LinkedIn
• 300 Million users• Business oriented social networking site• Brands that are participating are corporate brands
giving potential and current associates a place to network and connect
• The best times to share content: 7:00-8:30am, 5:00-6:00pm
• Nearly 50% of LinkedIn users are the final decision makers for their companies.
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Social Media: Google +
• 540 million active users• Social network built by Google that allows for
brands and users to build circles• 25 – 35 year olds are most active• Average monthly time spent on
Google + is 7 minutes• A Google + presence can assist
with search engine optimisation
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Social Media: B2B vs. B2C
Does your business fit into the B2B or B2C mold? Business to Business = Logic
driven, industry jargon, lengthily content, longer chain of command, long buying cycles.
Business to Consumer = Emotion driven, relatable, shortened content, no chain of command, short buying cycles.
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Social Media: B2B vs. B2C
To see the full infographic visit: https://www.pinterest.com/pin/175499716705022926/
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Social Media: Client Retention
What are the missing links in your Customer Life-Cycle Experience and why does it matter?
• It costs 5 to 12 times more to attract a new customer than to keep an existing one.
• The ROI is up to 10 times higher for investments in customer retention than new customer acquisition.
• A mere 5% increase in customer retention typically results in a 75% increase in aggregate lifetime profits.
(Statistics: Voodoo Viral)
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Social Media: Client Retention
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Social Media: Trends
To see the full infographic visit: https://www.pinterest.com/pin/175499716705022849/
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To see the full infographic visit: https://www.pinterest.com/pin/175499716705023160/
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Social Media: Best Practices
Here are 15 points to bare in mind when engaging on social media platforms:
• Establish and manage your expectations• Create a content strategy and calendar• Develop your voice and tone • Keep an eye on your competition• Stay aware• Read, watch and share • Follow the 60/40 rule
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Social Media: Best Practices
• Think different
• Commit, 100%!!!!!
• Monitor your success
• Use rich media (videos, whitepapers, infographics)
• Keep the social in social media
• ALWAYS respond to both negative and positive feedback
• Be proactive, verse reactive
• Be transparent
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Social Media: The Marketing Mix
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Success Stories
Ellen’s Oscar Selfie • A simple selfie, with arguably the most famous
faces in Hollywood, goes viral• The most retweeted picture on Twitter • This tweet generated $1 billion worth of
advertising for Samsung
Key Learning: Keep up to date with the latest
trends
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Success Stories
Arby’s
• This was the biggest tweet during the 2014 Grammy awards
• 79834 retweets
• Arby’s bought this hat for over $44000 and auctioned it off for charity
Key Learning: Keep an eye out for opportunity
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Success Stories
A little village goes global http://www.youtube.com/watch?v=kzAG9_iKgRE
• “We realized that there are many Facebook fans who click the Like button, but who never gain any real connection to the brand.”
• The Facebook Page now has over 45,000 Facebook fans and visits to the Graubünden tourism website have increased by 250%.
Key Learning: Stay true to your word and your fans will reward you.
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Social Media: Businesses doing it right!
Lets explore: https://www.facebook.com/MaerskLine https://www.facebook.com/oreo https://twitter.com/Virgin https://twitter.com/OldSpice https://www.pinterest.com/duluxuk/ https://plus.google.com/+nike/posts https://www.linkedin.com/company/1035?
trk=tyah&trkInfo=tarId%3A1413819392575%2Ctas%3Amicrosoft%20%2Cidx%3A2-1-4
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How to get started
You want to do itYou need to do it
You do not know where to start
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How to get started
To do list:• Simply start and of course start simply• Set clear business objectives• Set clear sales targets • Create a content strategy• Select the right channels and tools• Create engaging and relevant content • Implement • Measure and monitor the results
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Social Media: Stay cool!
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Social Media: Remember this!
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Time to connect with us!
Jessica Lee Brown• www.linkedin.com/pub/jessica-lee-brown/4a/13a/563/
• https://twitter.com/Jigzbrown
• www.ashgrovemarketing.com
Sue Gee • http://uk.linkedin.com/pub/sue-gee/9/a31/a18
• https://twitter.com/suegeeTLC
• www.tlc.co.im
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TLC Social Media: Upcoming Courses
LinkedIn for Business (3/11/14)Facebook for Business (10/11/14)
Online Marketing: Creating an Effective and Integrated Strategy (26/11/14)
Contact Janet for more info: [email protected]