social media presentation topic 3
TRANSCRIPT
Slide 1
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – The Nature & Role of Social in the Digital Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
Slide 2
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – The Nature & Role of Social Media in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
The Key Challenge for all Business / Marketers…
Slide 3
How do we create an excuse or a reason for us to have
conversations and interactions with people on social media
sites?
Product attributes, pricing, press releases and company info is
not going to sufficiently engage people.
The conversation will often need to be about topics linked
directly and indirectly to my product that are of interest to the
user… we’ll often need to
No Media Cost… but not free. The investment is about our time, energy, passion and overall effort involved in pursuing conversations with customers online. Never underestimate the “Opportunity Cost” of social.
Slide 4
Consider…
Driven By a Passion for Technology and Human Interaction… not by a desire to make money!
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your website is not your web presence
SHADOW (What Everyone
else says about you) FOOTPRINT
(Ads, Social, Email,
Your other online activities)
VOICE (Your Web Site)
Source: Gareth Dunlop, ION
The Role & Potential Uses of Social
Our Options & The Direction To Take?
Do nothing. Deemed of low importance.
Approach Social as an advertising platform.
Social as a sales tool – to win new customers.
Social as a CRM tool – to serve & retain existing
customers.
Seek to Create & Manage an online “community”.
Use to Monitor your “brand temperature”.
Building applications to make it all work.
Before we act we must… Listen
Slide 8
If you do decide to engage… Consider some do’s and don’ts
Slide 9
Some Do’s...
Some Don’ts….
Slide 12
Questions?
Slide 13
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
Slide 14
Average Usage
Slide 15
Average Usage
Slide 16
Why People Use Facebook – And Who Uses it?
1. To interact with friends
2. To share photos
3. To Gossip / out of curiosity
4. Staying in touch with trends / buzz
5. To follow brands / companies
14 – 17 year olds - 18%
18 – 34 year olds – 45%
35 – 44 year olds – 20%
Slide 17
55% Female Bias
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Getting Started….
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Page Set Up – Beyond the Basics…
Slide 24
Facebook Places & Deals…
Slide 25
Some Rules… to consider
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The Need to Act but also to be Careful…
http://www.facebook.com/pages/Kwik-Fit-the-worst-corporate-reputation-in-the-UK/335225647428
Getting it Wrong… Nestle
Getting it Right… Weight Watchers http://www.facebook.com/home.php?#!/weightwatchers
Getting it Right… Starbucks
Some Interesting Examples...
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Questions?
Slide 38
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
You Don’t Have to Tweet to use Twitter…
Slide 40
Just as you don’t need to have a website to use the internet
you don’t need to tweet to use Twitter. Some people simply
prefer to follow, watch and listen rather then contributing
heavily.
We see two common types of Twitter users:
1. Contributors / Drivers
2. Followers / Consumers of information
Twitter as an Information Network…
Slide 41
Why People Use Twitter – And Who Uses it?
1. To follow celebrities
2. To interact with friends
3. To follow brands / companies
4. To see what the “buzz” is…
5. To show off!
14 – 17 year olds - 15%
18 – 34 year olds – 50%
35 – 44 year olds – 25%
Slide 42
52% Male Bias
Our Interest As Marketers?
Slide 43
A Desirable Target Audience…
We are reaching people who are “Social Sparks” … key influencers of
wider groups of people around them.
Slide 44
How do Businesses / Marketers Use Twitter?
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1. Indirectly - To demonstrate their knowledge,
expertise and credentials by contributing content
and observations to industry groups.
2. Directly – To distribute sales offers, special
promotions and specific product / service focused
announcements etc.
3. To Observe – To build a better understanding of the
needs / nature of their target audience customers
and of their competitors.
Slide 46
Establishing Credibility & Market Leadership… Tips
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1
2
3
Tweeting Tips for Business…
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Promoted Tweets… at Beta stage at present
Slide 50
Growing Your Twitter Following?
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Some Good Examples….
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Questions?
Slide 57
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
Slide 58
Why People Use LinkedIn – And Who Uses it?
1. To network / connect with other professionals
2. Business Development / sales leads
3. Career / Jobs
4. To Demonstrate Market Knowledge
25 – 34 year olds - 50%
35 – 44 year olds – 25%
45 – 60 year old – 12%
Slide 59
55% Male Bias
LinkedIn for us as Individuals…
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LinkedIn for us as an Organisation…
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Group Discussion: - How are we currently using LinkedIn? - What are the relevant uses / benefits for us?
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Questions?
Slide 66
Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
Blogging & Forums As a Social Engagement Tool
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Blog Content Working with other platforms…
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Right for your business?
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Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro –The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice
You Tell Me… What Does Social Mean To You and how
do you think it is best used as Marketing Tool?
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Questions / Discuss?