Sue AnstissJuly 2010

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’

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?

Is it this?

It’s actually this….

Powered by this…

Social media...

People using tools(like blogs and video)

& sites (like Facebook and Flickr)

to share content and have conversations

online.

Social media is not a strategy or a tactic – it’s simply a channel.

Social media is a conversation online.

Look who’s talking:o your customerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet

access and an opinion.

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?

Social media influences behaviour

o 91% say consumer reviews are their top aid to buying decisions

o 87% trust a friend’s recommendation over critic’s review

o People are 3 times more likely to trust peer opinions over advertising for purchasing decisions

* Slide courtesy of Digital Influence Group

Selectives

Mavens

ButterfliesWallflowers

Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter

Engagement correlates with performance

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.

Make a plan1. Discovery – explore what’s out there

2. Strategy – opportunities & objectives

3. Skills – identify internal resources & gaps

4. Execution – tools & process

5. Maintenance – monitor, measure & adapt

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789

3. Listen

3. Listeno 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

4. Be transparent & honest

o Avoid puffery

o Avoid evasion and lying

o Admit your mistakes right away

5. Give generously

5. Share your content

o Don’t be afraid to share

o Make your content easy to share

o Think like a contributor & not a marketer

Relinquishcontrol

social > media

Hint: Share some stuff.

6. Be personal and act like a person

o Don't shoutDon't broadcastDon’t brag

o Speak like yourself

o Personify your brand

7. See criticism as an opportunity

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

8. Be proactive

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

9. Accept you can’t do it all yourself

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

So many social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds

Social networking sites

57% have

joined a social network

500 million users

100+ million mobile

WORLDWIDE

Over 24 million users

11+ million daily

UK STATS

o Fastest growing social network

o 24 million members in UK

o Powerful tools to engage and understand your audience

Facebook Pages

o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in

newsfeed

Photos Events Video Comments Groups Messages Pages Applications

Facebook Advertisingo Facebook ads give you the ability to advertise

directly to specific demographic groups

Facebook Advertising - Targeting

o Locationo Ageo Sexo Keywords (appear in your

users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages

Facebook Advertising – Analytics

o Facebook Insights provides information about your ad campaign

o Use this information improve your campaign

Facebook Connect

Make you website more social by integrating with Facebook

Like buttons to attract fans

Add the ‘like button’ to your

website and emails

things to do…

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

please don’t…

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

Using video sharing in business

1. Instructional

2. Meet the team

3. Behind the scenes

4. Events

5. Testimonials

6. Entertain

83% have watched video clips

Using YouTube for business

10 great ideas!

Photo sharing for business

o Showcase eventso Meet peopleo Behind the scenes

shotso Run competitionso Reveal new productso Encourage customers

to share

4,000,000,000The number of photos archived on Flickr.com

- October 2009

200,000,000 blogs

Getting the best from blogs

1. Transparent

2. Relevant

3. Be active

4. Engage in dialogue

5. Lots of links

Source: Universal McCann Comparative Study on Social Media Trends April 2008

73% of active online users have read a

blog

Twittering for business

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

Nearly 75 million people visited the Twitter site in January 2010…

1.2 billion Tweets – in January 2010

tools

Who I follow…

getting you started…

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

things to avoidDON’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

Geo-location services

Branded geo-location services

The future… geo-location services

o Share locationso Reward attendanceo Leave

recommendationso Link to other people

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

In summary…

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

“Marketing”

“Advertising”

“Public Relations”

“Social Media Marketing”

Testing the Methodology

“White Christmas”

Some reading material...

The future?

Sue Anstiss 01628 630363

sue@promotepr.com@sueanstiss

http://uk.linkedin.com/in/sueanstiss

www.promotepr.com

Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com

The Old Spice Guy goes viral

o Fastest ever growing online viral video campaign

o 6.7 million views after 24 hours,

o 23 million views after 36 hours

o Isaiah Mustafa replied to 186 online comments and questions

o Sales increased by 107%