leap into social media feb 2011(final)- south lanarkshire

Katie Start - Feb 2011

Leap into Social Media

Leap into social media

Katie Start - Feb 2011

Schedule 9.30am Introductions

Your social media experienceSetting objectives for the day

9.45am The changing face of commsSocial media - so what?10 steps to social media success

10.45am Coffee break

11.00am Tools to get you started

12pm What does the social media future look like?

12.30pm Q&A + Close

Quick bit about you...

Your experience of social media?

What you’d like from today?

# How social media differs to traditional forms of marketing

# The growth of social media and the business opportunity this presents

# How to implement a social media strategy

# Methods of measuring ROI

# Key tools and how to use them

# New developments in the world of social media

After today you will understand …

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.

What isSocial media?

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

So what?

BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS

Nielsen, Global Faces & Networked Places, 2009

Photo by sinulog 2006 at Flickr

Photo by sinulog 2006 at Flickr

BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY – AHEAD OF

PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009

OK, that’s the hype but …

Does social media actually 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 you get started?

10 steps to social media success

1. Experiment

• Give it a go 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 (a lot)

o Don’t be afraid to share

o Make your content easy to share

o Think like a contributor & not a marketer

6. Relinquish control

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 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

+

Coffee break

Questions?

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

WallInfo

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

Sparking conversation and engagement via conversations on ‘The Wall’

Using video footage to bring the brand to life

Using twitter to create dialogue and encourage staff/user & user/user engagement

o Share locationso Reward attendanceo Leave recommendationso Link to other people

IF YOUR COMPANY’S WORD OF MOUTH IS RUBBISH, SOCIAL MEDIA CAN HELP

NEVER FORGET THE BASIC RULES

#1 Set Objectives

1. Experiment2. Have a strategy3. Listen4. Be transparent5. Give (a lot)6. Relinquish control7. Be personal8. Critisism is positive9. Ask for help10. Measure results

Remember …

The 10 rules of social media

Want to know more …

Katie Start01628 630363

katie@promotepr.comwww.promotepr.com

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