why social media strategy
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TRANSCRIPT
Social Media Strategy Marketing
Tuan Loc Nguyen
What is social media?
An online conversation
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in wordsimages video
& sound
What is social media?
• Defining activities that integrate• Technology• Social interaction• Shared knowledge• Thought leadership
• Where communities are shiftingtheir attention
• Where customers and partners expect our presence
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Ignore them and they will leave us behind
Social media in the workplace
Has changed the wayproblems get solved,strategies get built
and decisions get made
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Social media in the workplace
• Workers using social media can
• Seek expert advise
• Get recommendations
• Share feedback
• Exchange ideas
Can enrich our brand, grow our stature and increase adoption
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Proliferation of social interaction
Converse with anyone, anywhere, anytime
Returning control to individuals and consumers in unprecedented ways
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Proliferation of social interaction
A new set of tools that allow us to do what we love most
Tell stories, connect and share feelings with each other
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Proliferation of social interaction
Instantaneous aggregation and creationof content
By the people, of the people, for the people
On the social Web
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What is social media?
Social Media IS
People-driven
Transparent
Engaging
Inclusive
Sincere
Social Media is NOT
Controlled
Impersonal
Exclusive
Formal
One-sided
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Business Benefits
Increase Visibility:
Improve SEO using keywords defining your brand to facilitate searches.
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Business Benefits
Thought Leadership/Consideration:
Provide a source of relevant expertise,building credibility and future consideration.
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Business Benefits
Competitive Insights:
Stay aware of industry and competitor conversations.Join in and contribute.
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Business Benefits
Goodwill:
Identify opportunities for engagement with all yourtarget audiences, heightening brand loyalty.
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Business Benefits
Humanize Brand:
Showcase your company’spersonality through directengagement with customers.
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Business Benefits
Early Warning:
Hear about customer concerns and address themquickly.
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Key trends with IT buyers
Percentage of hours per week of online media consumption
Social media/user generated content: Wikipedia, Twitter, Facebook, LinkedIn, etc.
Editorial media: Information Week, CNN, WSJ.com, etc.
Vendor content: Vendor produced whitepapers, webcasts, etc
45%
26%
29%
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Key trends with IT buyers
How does social media help you do your job better?
Solve problems in the workplace through experience-based advice
Stay current and learn what my peers know
Make better decisions based on insights from like minded professionals
Evaluate vendors and products
Build professional reputation and advance career
Social media does not help me do my job better
64.4%
64.3%
55.6%
39.2%
33.4%
14.6%
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Social media at ShoreTel
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Blogs
• A blog is a different kind of communications channel, engaging readers in a two-way conversation with global reach – the blogosphere.
• A blog is the central hub of a social media presence.
• A blog can be a website or part of a website. Usually maintained by an individual with regular entries of topical interest.
• Visitors can leave comments and even message each other on blogs. This interactivity is how they differ from static websites.
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Blogs
of companies increased investments in social media in 2011.
of companies have acquired a customer through their blog.
of daily internet users read blogs.
54%
57%
65%
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ShoreTel Blog
• Over 10,000 people have visited the ShoreTel blog so far in 2012.
• The most popular post is ShoreTel 12 – UC Simplified.
• 39% of B2B companies using Twitter have acquired new customers from it.
• Leads generated via inbound marketing tactics like blogging and social media cost 62% less.
• Blogging can increase your Twitter reach by 75%
@shoretel
• Over 14,000 followers
• Communicating with customers, prospects, partners, analysts and more.
• Facebook Page:
Mini-website to share information, grow a fan base, offer multimedia content, announce events and updates.
Enhances brand awareness and loyalty by keeping customers and prospects informed and bridges the gap between generations.
Facebook users are comfortable there. It’s not about conducting business, it’s about being accessible – easy for customers to find.
of U.S. adult Internet users are on Facebook.
of B2B companies using Facebook have acquired new customers from it.
of Facebook’s active users are over the age of 35.
87%
41%
40%
• Sharing free, relevant content online helps search engines & prospects find you.
• Email usage is declining by as much as 59% across all age groups.
• U.S. Internet users spend 3X more minutes on blogs and social networks than on email.
• LinkedIn is perfect for B2B organizations. Functionally similar to Facebook, LinkedIn focuses on education, work history, companies and professional interests; aligning with B2B companies looking to market to specific business niches and demographics.
How to participate
ListenMonitor conversations track brand mentions and identify influencers
PlanMap out objectives, goals strategies and tactics
EngageDevelop consumer/ influencer engagement plan and content strategy
MeasureAssess conversation impact and monitor sentiment
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Guiding principles
Set clear goalsBe specific and keep objectives in mind for every initiative.
Enlist team members It’s all about real-time response and continuously updated information.
Know what’s popular with your targetsResearch and focus resources where your audiences are.
Stay transparentAlways offer complete information and admit vested interests.
Keep it conversationalWrite like would to a friend - ask questions and solicit opinions.
Write what you knowStick to issues regarding your organization and position yourself as an expert.
Admit mistakesBe the first to admit your wrongs and make them right.
Do
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Guiding principles
Dive in before you’re readyDefine objectives, goals and metrics for success and accountability.
Confuse social media with advertisingKeep your brand personal on social media sites.
Feel you have to use every social media siteResearch which sites your customers visit and how they consume content.
Forget that social media is part of the brandPosts, pictures, images, tweets status updates can stay online forever.
Make an audience feel uncomfortableBeing negative can deter an audience from engaging with you.
Ignore criticismRespond respectfully, with objectivity. It can turn critics into supporters.
Be fakeBe yourself. Don’t employ “flogs” (fake blogs to promote a service or product.
Don’t
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Customers
ShoreTel is already making waves in social media.