Social Media for Success

Editor's Notes

• #2: Today’s session: • An introduction to Social Media
• #3: Me, background, Texas, Advertising, Early adopter, C4, 38mintues Civic: A digital agency specialising in creativity and technology.
• #4: Traditionally We’ve learned about brands and companies through Word-of-mouth Press reviews Advertising Social media has elements of each of these
• #5: Massive audiences, accurately targeted 64% of Internet users access some form of social media Global social network usage is said to exceed email usage (Neilsen) Social media enables us to target campaigns and qualify leads in a way that TV never could
• #6: Increasingly the consumer wants to: Engage with… Listen to… Respond to… Learn from… Organisations (charities, businesses, government…) and each other Traditional forms of marketing communications spoke at consumers. Social media is about being personable and communicating with your consumers.
• #7: About social media How to use Twitter, LinkedIn & Facebook for your business Developing an audience Developing a strategy Tools & applications
• #8: “ Companies are desperately under-prepared to deal with the risks and opportunities associated with Facebook, Twitter and LinkedIn.”
• #9: You need to enter the conversation to add value. If you’re not where the people are, you’re not going to get your message across. Positive engagement can snowball. Sitting on your hands just gives you sore hands. Engaging with social media is like openly dealing with customers in a busy village market. Everyone can hear what you say, and your charm, fairness and other ‘personal’ attributes matter a great deal.
• #11: Some brands are still struggling with the power of social media. It’s not a fad, it’s a fundamental shift in the way we communicate.
• #13: Allows your users to participate, influence, respond
• #16: Social marketing is another marketing type completely and has been around for ages. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for social good. Social media could be a part of this campaign, but is not the basis of a social marketing campaign.
• #17: There are hundreds of social networks and it’s tempting to start tweeting, blogging and poking because everyone else is...but don’t.
• #18: Which tools to use and how to use them correctly.
• #19: Q: How many of you are using facebook? How are you using it? What do you think about it? Facebook is a social networking site where users can add friends and send them messages, and update their personal profiles to notify friends about themselves. Additionally, users can join networks organised by city, workplace, and school or college. 25 billion types of content shared every week More than 500 million members 59% users aged 18-44 As of Dec 2009, users over the ages between 44 & 62 went up 15% since 2008. This generation also love Facebook far more than other social media sites, with 73% of the group claiming to maintain a Facebook profile. Source: Deloitte
• #21: You can: Send updates Create polls Post events Advertise the page Convert visitors to fans First steps: Ensure you have resources/time to add new content
• #23: http://www.facebook.com/group.php?gid=52730227466 http://www.facebook.com/group.php?gid=11170540370
• #24: - Important for reputation management - Pages also allow stats, ads to promote page and have extra applications
• #25: Personal vs Professional Limited profiles
• #28: Twitter is a free social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. The average age of a Twitter user is 31, which has remained stable over the past year. MySpace is now 26, from 27 and for LinkedIn it is now 39, from 40. Facebook, however, is graying a bit: the median age for this social network site is now 33, up from 26 in May 2008.
• #32: Lists enable you to follow a group of people w/out following each of them individually. We’ll cover RSS feeds and analytic tools later in the presentation
• #34: Set up with a new business account, not your personal – this currently cannot be changed Q: Any case studies? User experiences
• #35: Keywords Tags Descriptive titles
• #36: Tagging, keywords
• #37: Keywords Tags Descriptive titles
• #39: Create a personal profile: honest, and professional Get business cards at a meeting or event? Add them to your LinkedIn profile. Follow, recommend, ask for recommendations
• #40: Really Simple Syndication
• #42: Google Alerts
• #43: Brand network
• #44: Professional Network
• #46: Personal profile if you want to claim your business
• #49: Any questions about these tools?
• #52: • Put a human face to your company • Engage in real-time conversations • Gain immediate feedback • Respond to questions and problems
• #54: Strategy Vs Policy A strategy should begin with your vision and goals – incorporating how you want to try to achieve those goals A policy is the way your company should use social media – as a member of your organisation and on behalf of your organisation as themselves. Your company’s best practice
• #57: We need to have our vision and values in mind if we’re to set objectives that serve them.
• #58: We need to have our vision and values in mind if we’re to set objectives that serve them.
• #59: Brand awareness goals E.g. Increase awareness, overall sense of favorability Campaign-specific goals E.g. increase the number of brand advocates (“followers” in Twitter), increase the number of inbound links to content on your website People like to be a part of a group Ex: Local restaurant, average food, huge following – more business.
• #64: 2) Does it use what we already do well? The most successful campaigns play to your strengths. If you have great content on your website that you’re giving away, fantastic. If you have a strong community offline, use them. If you can associate what you do with a major event, great. 3) Is it good form? Don’t irritate the community, or you’ll damage your brand. Take some time to understand the environment, and its ways, before venturing in. A good way of doing this is to start with a personal account and some low level activity, before launching your organisation's activity on the platform. 4) Does it create value? Are you offering something that your target market will want or need? These tools aren’t meant as a way to broadcast a message repeatedly, but to give an receive valuable information. Try: competitions, rt things you find useful, discounts
• #71: Get your usernames as soon as you can Set up your accounts with matching logos and styles Play around with tools before fully launching ____ You will need to slowly build up before launching a large campaign – build your following
• #72: http://namechk.com/ http://socialmention.com/
• #73: Tweetdeck Twitter app for desktop - follow groups, hashtags, mentions, dm’s, multiple accounts Tweetie2 Preferred iPhone client - multiple accounts and user friendly - you can add your bit.ly api to both of these UberTwitter Recommended Blackberry client
• #74: Bitly allows you to track how many people click on the information you share by utilising their API. You can connect it to your twitter accounts and by using the application as a link shortener. - you can add the API into tweetdeck & tweetie2 to keep track of all your info Google Analytics Tracking users & activities - all you need is a google account and the ability to insert code into your website. - many applications, such as wordpress and blogger allow for this to be added or offer their own version. Even flickr has included an analytics tracker for pro users. Facebook Insights Tracking page/group stats - This comes standard when you set up a facebook page or group.