social media wellington execedge presentation
DESCRIPTION
This presentation gives an overview about social media, describes how to put a strategy together and focuses on optimising linkedin.TRANSCRIPT
You will learn how to
• Design and implement a social media strategy that aligns with your business
• Drive your business growth by using social media as a key tool in your business strategy
• Optimise your LinkedIn profile to maximise exposure and results
1. What is social media?Mr_SOCIAL AVI.avi
Business
Personal
Social media is like dog food. Bite-sized chunks over time.
open content, open
access
=> Constantlychanging
© 2
010
It’s a new environment, which is changing how we engage
with the world.
It’s a new environment, which is changing how we engage
with the world.
Social media creates customer centric businesses using web-based technologies.
What is Social MediaWhat is Social Media
Increases visibility
Expands communities
Improves search engine ranking
Provides another way to communicate
• Over 1000 clients without email and websites
• Updated clients through facebook
1. Reduced number of calls2. Keep clients informed3. Long-term: enhanced relationship
with clients
Adds value to customers
Builds brand/product awareness
Provides monitoring mechanisms
If they are saying nothing about you, you are not even in the game. If people say you stink, at least you are in the conversation and you can turn it around.”
Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.
“
Social Media and the press
Social Media and the press
© 2
010
© 2
010
The strategic change
PR
Marketing
R&D
Sales
Customer
ServiceCommunication
2. How do you implement a social media strategy?
7. Maintaining engagement
6. Start engaging
5. Start sharing & building trust
4. Start listening
3. Level of engagement
2. Define your customer
1. Define objective
Proactive
(Exploit)
Reactive
(Protect)
Review
1. Define objective
Why are you doing it?
What do you wantto achieve?
Aligned with business strategy
2. Define your customer
• Build a persona of your ideal customer
• Identify other stakeholders and influencers in your industry
Scan SM sites and web• Google• LinkedIn• Facebook• Twingly/skyrocket• Twitter
(advanced search)
2. Define your customer
3. Level of engagement
Nothing
Monitoring
Engaging
Passive
Reactive
(Protect)
Proactive
(Exploit)
Monitor your own andcompetitors’ Social Mediapresence
• Google alerts
4. Start listening
5. Start sharing and building trust
Establish yourself as expert
People buy anything if they trust you.
6. Start engaging
• Reach out
• Target influencers
• Create group of alliances
• Create valuable content
• Integrate in all external
communication
7. Maintaining engagement
• Identify responsibilities• Plan and create content in advance• Educate and empower staff– Social media guidelines
The Strategy document
• Short & concise• Evolving
How do you measure your social media efforts?
KPI’s/Measurements
• Depends on objective– Referrals to website– No. of interactions,
comment feedback
• Only measure what you need• Can’t be old measurements, e.g.
amount of sales
Analytics tools
Volume and automation
What to consider when engaging in social media?
eal cost
valuation & Measurement
lignment
onsistency
onesty & Transparency
REACH
eal cost
• Not free, but investment • Needs proper resourcing & planning
R
valuation & Measurement
• Evaluate progress & results• Measure website traffic, leads etc.
E
lignment
Social media strategy = business strategy
A
onsistency
• Consistent across channels• Consistent engagement
C
onesty & Transparency
• React to negative & positive feedback
H
The tools/channels
• Business networking site for professionals
• Over 60 million registered users, over 200 countries
• Online CV• Company’s online profile
1. Profile2. Companies3. Groups4. Q&A
• Completeness 100%• Link to company• Get recommendations• Utilise 3 website links• Choose URL• Optimise for keyword
1. Profile
• Establish company profile• Low maintenance• Showcase products/services &
receive feedback• Search function
2. Companies
• Great to connect with people outside network
• Collaboration/info sharing on common topic
• Address with caution- don’t take at face value
3. Groups
• Ask and/or answer questions• Potential to establish yourself as an
expert• Address with caution- don’t take at
face value
4. Q&A
Some tools• Hootsuite – Managing most common social
media sites http://hootsuite.com/
• Tweetdeck - better mobile applicationhttp://www.tweetdeck.com/
• Spredfast – Social media campaign management http://spredfast.com/
• Google alerts – set up alerts for keywords you are monitoringhttp://www.google.com/alerts
• Tweetbeep – like google alerts for twitterhttp://tweetbeep.com/
• Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com http://www.twingly.com/
Recap:• Social media creates a new environment• REACH
You need a plan!
Interesting facts
Power of Social Media - Gen Y
only14% trustadvertising
but 78% trust peer
recommendations
Power of Social Media- Worldwide
1. China2. India3. 4. United States5. Indonesia
Years to reach 50 million users
38 years
13 years
6 years = 500 million
3 years4 years
80% of US companies use social media for
recruitment.
1 in 4 fastest growing US companies consider twitter as an appropriate vehicle for B2B communication.
The fastest growing segment on facebook is 55-65 year old females.
50% of the mobile internet trafficin the UK is for facebook
Imagine what this means forbad customer experiences.
of NZ internet users use facebook.
70%