Facebook How people use it, getting started & best practice. Twitter How people use it, getting started & best practice

Transcription

1 Topics & Agenda 1 2 Intro The Nature & Role of Social in the Digital Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 1

2 Topics & Agenda 1 2 Intro The Nature & Role of Social Media in the Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 2

3 The Key Challenge for all Business / Marketers 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 Slide 3

4 Consider 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

5 Driven By a Passion for Technology and Human Interaction not by a desire to make money! Slide 5

6 your website is not your web presence VOICE (Your Web Site) FOOTPRINT (Ads, Social, , Your other online activities) SHADOW (What Everyone else says about you) Slide 6 Source: Gareth Dunlop, ION

7 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.

8 Before we act we must Listen Slide 8

9 If you do decide to engage Consider some do s and don ts Slide 9

10 Some Do s...

11 Some Don ts.

12 Slide 12 Questions?

13 Topics & Agenda 1 2 Intro A Definition of Social. The Role of Social in the Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 13

14 Slide 14

15 Average Usage Slide 15

16 Average Usage Slide 16

17 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 year olds - 18% year olds 45% 55% Female Bias year olds 20% Slide 17

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20 Slide 20 Getting Started.

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24 Page Set Up Beyond the Basics Slide 24

25 Facebook Places & Deals Slide 25

26 Some Rules to consider Slide 26

27 The Need to Act but also to be Careful

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30 Getting it Wrong Nestle

31 Getting it Right Weight Watchers

32 Getting it Right Starbucks

33 Slide 33 Some Interesting Examples...

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37 Slide 37 Questions?

38 Topics & Agenda 1 2 Intro A Definition of Social. The Role of Social in the Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 38

39 Slide 39 Tell the world what s happening in 140 characters or less!

40 You Don t Have to Tweet to use Twitter 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 Slide 40

41 Twitter as an Information Network Slide 41

42 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! year olds - 15% year olds 50% 52% Male Bias year olds 25% Slide 42

43 Slide 43 Our Interest As Marketers?

44 A Desirable Target Audience We are reaching people who are Social Sparks key influencers of wider groups of people around them. Slide 44

45 How do Businesses / Marketers Use Twitter? 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 45

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47 Establishing Credibility & Market Leadership Tips Slide 47

48 Tweeting Tips for Business Slide 48

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50 Promoted Tweets at Beta stage at present Slide 50

51 Growing Your Twitter Following? Slide 51

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53 Slide 53 Some Good Examples.

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56 Slide 56 Questions?

57 Topics & Agenda 1 2 Intro A Definition of Social. The Role of Social in the Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 57

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59 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 year olds - 50% year olds 25% 55% Male Bias year old 12% Slide 59

60 LinkedIn for us as Individuals Slide 60

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62 LinkedIn for us as an Organisation Slide 62

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64 Group Discussion: - How are we currently using LinkedIn? - What are the relevant uses / benefits for us? Slide 64

65 Slide 65 Questions?

66 Topics & Agenda 1 2 Intro A Definition of Social. The Role of Social in the Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 66

67 Slide 67 Blogging & Forums As a Social Engagement Tool

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69 Slide 69 Blog Content Working with other platforms

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74 Slide 74 Right for your business?

75 Topics & Agenda 1 2 Intro The Role of Social in the Mix. Facebook How people use it, getting started & best practice Twitter How people use it, getting started & best practice LinkedIn How people use it, getting started & best practice Blogging & Forums How they complement Social Media Summary Slide 75

76 You Tell Me What Does Social Mean To You and how do you think it is best used as Marketing Tool? Slide 76

77 Slide 77 Questions / Discuss?