social media as a business channel
TRANSCRIPT
Social Media as a business channel – an
introduction
Martin Duys
What we’ll talk about todayWhat is Social Media?Types of Social MediaReasons why companies use social mediaCase StudiesYour projects
What is Social Media?
“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media
monologues (one to many) into social media dialogues (many to many)”
- source (Wikipedia)
What is social mediaPlatforms for creating, sharing and having
conversations between individuals online
Types of Social MediaSocial Networks
Facebook, LinkedIn, MySpaceBloggingWikis
WikipediaPodcastsForums Content Communities
Flickr, YouTubeMicroblogging
TwitterSocial Bookmarking
Delicious, stumbledupon, Digg
Characteristics of social mediaParticipationOpennessConversationCommunityConnectednessAuthenticitySharing
Gift EconomyNot unique to Social MediaTrustSharingBarterCo-creation
Commercial EconomyDriven by business imperativesProfit motiveControlSegment and understand segments
The attention economy
Source: Norman Lear Centre
Attention EconomyPeople have the same amount of time that have
always had butMany more channels through which they can
engage, soPrimarily about ENTERTAINMENT
Reasons why companies use social media
Business objectives valued by companies
Source: eConsultancy
Business Objectives targett by social media campaigns
Source: eConsultancy
social media channels businesses are using
Tactics for using social media in business
You have to go to where the people areYou have to listen to themYou have to interact with themYou have to entertain themYou have to ‘give’ them something
Case Studies
Nestle and GreenpeaceiBurst
NestleGreenpeace uses Social Media to pressurise
Nestle into dropping palm oil supplierscreates a fake KitKat add and posts it to YouTubeencourages supporters to join Nestle facebook page
anddemand changeNestle responds
First badly and then with great aplomb
Campaign Page
Nestle facebook page
iBurst Social Media for CRM
iBurst uses social media to manage its damaged reputation
iBurst Social Media for CRMCompany was growing extremely quicklyPerfect storm of problematic new billing system,
and technical issues resulted in a swamped call centre
Customers took to consumer watchdog sites
iBurstBrought in SentientRules of engagementMoved from significantly negative sentiment to
slightly negative in 3 months
iBurst
iBurst
