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Are you Social Media ready?
The document discusses the significance of social media for businesses, highlighting Dell's growth in sales attributed to Twitter usage and outlining key trends such as crowdsourcing, social influence marketing, and the rapid spread of content. It emphasizes the necessity for brands to engage with consumers in real-time and adapt their strategies to harness social media effectively. Furthermore, it provides insight into the metrics of social media engagement and future projections regarding internet usage, illustrating its increasing relevance.
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Are you Social Media ready?
- 2. Why social media?LastDecember (2008), Dell claimed $1 million in sales that the company could directly attribute to their use of Twitter.Yesterday June 12th 2009, Dell said that the total value of sales attributable to their presence on Twitter – both refurbished equipment as well as new systems – has now exceeded $3 million.Reported by Neville Hobson
- 3. Social media vitalsParticipationand EngagementConversation and dialogue onlinePosting and CommentingFeedback and votingBroadcasting and SharingApplications and Platforms
- 4. Corporate vs personalmotivesPersonal social mediaCustomer ServicePromotional MessagesCommunityShareholder ValueTransparencyBrand RulesCorporate social mediaSharing informationReconnecting with friendsWatching othersStatus managementEtiquetteDeliver business goalsFuel Individual Social Ego
- 5. Where to startThreephases of an end to end program: Listening: Discovering real-time, relevant, impactful conversations
- 6. Measuring: Monitoring,analyzing and tracking those conversations
- 7. Engaging: Activedialog with customers and tracking/ tagging comments for further use“Whatever your customers are talking about, they are searching for online”which means that “Today’s buzz should be part of your content and metadata...err”
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- 9. the real timeSocial webAre you social media ready?
- 10. The Real-time (social)webIn May 2009, Marshall Kirkpatrick of RWW identified three forms of value from the Real-Time Web: AmbianceAutomationEmergence.
- 11. The Real-time socialwebAmbiance – exposing related and simultaneous eventsAutomation - Beyond RSS, beyond Robin Good’s newsmastering so truly semanticEmergence – Trending topics, keywords or phrases
- 12. The Real-time socialwebLarry Page proclaimed that Google had to do a better job of being real-time.In June, Facebook announced "up-to-the-minute" search results . A new search interface allowing users to search for content from people, organizations, and other public figures as soon as they share it on Facebook.
- 13. The Real-time socialwebIn April, FriendFeed focused much more on real-time updates. New advanced filters, made it a lot easier for users to create streams based on keywords, groups, sets of friends and more.
- 14. The Real-time socialwebIn August Delicious was re-born as a real-time news tracker.All blogs on the WordPress.com platform and any WordPress.org blogs that opt-in will now make instant updates available to any RSS readers subscribed to a new feature called RSSCloud.
- 15. real time Socialweb trendsAre you social media ready?
- 16. 4 trends insocial media(There’s probably more than four, but you’ve gotta startsomewhere!)The Power of CrowdsSocial Influence MarketingThe Transmission EffectAll media is social mediaSource BBAMV
- 17. Trend 1: ThePower of CrowdsSocial Media has made it possible for large groups of widely dispersed people to express ideas, vote for an outcome, or simply give something a ratingThis collective intelligence has been coined ‘the power of crowds’, and the process of harnessing it (crowdsourcing) is on the riseEffective ‘crowdsourcing’ is where there is a collaboration between the crowd and the authority which is mutually beneficial to both partiesIt can create products / services we wantSource BBAMV
- 18. Power of CrowdsWalkerspolled consumers to create the next big flavourOver 1.7 million did us a flavour…Over 1 million votes…Source BBAMV
- 19. Trend 2: SocialInfluence Marketing (SIM)SIM is marketing to the network of peers that may surround and be connected to an influencer a key topicIt matters more than ever as consumers are losing faith in large institutions, and instead are turning to each other for advice – Peer influenceWe’re starting to see that loose ties (like your friendsters on Facebook) are equally as valuable as your strong ties (close friends)Different influencers will matter at different stages of the marketing funnel i.e. MoneySavingExpert influencers are likely to affect your consideration, whereas friends and family at point of purchaseSource BBAMV
- 20. Ford found 100digital influencers to receive a free Fiesta a year in advanceInfluencers share their experiences in online communitiesConversations serve as a CRM tool for to make pre-launch tweaksSource BBAMV
- 21. Trend 3: TheTransmission EffectThe transmission effect is essentially the vast speed with which conversations and content spread everywhere like rapid fire beyond the reach of editorial controls, sites or institutionsTwitter in particular has influenced the format for breaking news which is transmitted peer to peer almost instantaneously Brands must keep pace with consumers with a presence at every stage of the conversationWith this in mind, brands should be developing their content for multiple platforms
- 22. EA games usedthe transmission effect to their advantage by responding quicklyIt’s not a glitch. He’s just that good. Over 3 million views on YouTube. Source BBAMV
- 23. Trend 4: Allmedia is social mediaWhen people have the ability to share and converse in real time, everything becomes socialConsider tweeting / blogging a poster, you can make it a point for conversation, and the poster becomes a social objectAll together now – every media is social media
- 24. Social web strategyAreyou social media ready?
- 25. Social media strategyplanning
- 26. 25Listen to theimportant conversationsSource: Flickr- Daystar297
- 28. Social media stateof mindImplementing and managing social media campaigns requires a certaincultureLocate and gather social media champions within your companyGive customers a platform to engage with youBe good at listening to customersAccept criticism and respond openlyInvolve customers in your businessDevelop a shallow approvals workflow via easy to follow rulesDevelop rapid delivery processes
- 29. TonePersonaPhraseologyBrand guidelines forcontent authorsBrand is not just visual
- 30. Creating the rulesof engagementModeration of forums and guest comments
- 31. Blogpost style andcontent
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- 37. Tagging in linewith social media trends
- 38. Keyword strategy inline with SEO/SEM strategy
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- 40. LegalsDestination social sitesKeycontacts /usersSocial media campaign exampleBookmarkingMessage FocusDestination social sitesemailPublishingSocial BookmarksMedia SharingWeb siteMicrobloggingMedia SharingOwn Blog/forum Affil.ForumsLinksLinksBlogs/community sites
- 41. Social media Skillsand ResourceImplementing and managing social media campaigns requires access to Online optimised copywritingBlog posting and commentingForum engagementTweetsModerationForums and 3rd party blog commentsImage and media managementCropping etcVideo editingAnalyticsBuzz monitoringInfluencer analysis
- 42. Social media managementAnaverage Engagement Plan on a weekly basis might include:-Research and writing blog posts – 7 hoursCommenting and posting on target influencers blogs and forums – 3.5 hoursDirect contact with Influencers - 1 hourForum moderation – 5 hoursFacebook Group management – 1 hourTwitter management, managing & seeking followers and tweeting – 2 hoursManaging social bookmark profiles e.g. delicious – 2hoursSlideshare account management – 2 hoursYou Tube Channel management – 3 hours
- 43. When am Iready?Defined your goals and metrics for successTuned in to ongoing relevant online dialogueYou know your influencers profilesIdentified communities with which to engageHave a set of messages to deliver
- 44. When am Iready?Internal technology hurdles are overcomeBuilt delivery mechanismsHave access to skills and resourceDefined rules for outreach and engagementPut in place analysis mechanisms
- 45. The “So What”of social media?The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]
- 46. In August 2008,14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]
- 47. By 2013, anestimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]
- 48. The amount ofUK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007] Thank you, any questions?