Transcript why should you use social media?
Summer Seminar 2013
Welcome
Social media is no longer a choice but a necessity Kherrin Wade Digital Media Account Director do digital better
@kherrinw
@
adido #letsdodigital
agenda
• Introduction to social media • Integrating social into the business DNA • Social media channel options • Group task
introduction to social media
what is social media?
Social media refers to the means of interactions among people in which they
create, share
, and
exchange
information and ideas in virtual communities and networks.
why should you use social media?
Social is too big to be ignored
“We believe social media is about changing our business culture, the ways we work and the ways we engage with our colleagues and customers. It is about creating businesses that have social in their DNA”.
“It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world.” “With or without you, your customers will discuss their experiences online – don’t leave their comments up to chance. Give them a place where they can praise or abuse you, where you can engage and manage the conversation.”
why should you use social media?
Social has disrupted the traditional sales funnel On the old model, companies were solely focused on achieving a sale and that’s where customer interaction used to end… retention and advocacy were by-products rather than the aim.
Social is not a direct response medium so don’t be disheartened if it doesn’t happen overnight. It’s now about
going the extra mile, and caring about the people you do business with.
why should you use social media?
insight into social media
insight into social media
5 key take outs
• •
Everyone
is using social media People are talking about your brand, with or without your involvement.
• The social platforms may change but the
concept is here to stay
•
Start with a strategy
and a focus, avoid jumping in solely with tactical ambitions.
• Don’t expect the world to change overnight – like good ol’ fashioned networking, you need to
invest time
and
effort
to make your campaign work
integrating social into the business DNA
define why you are using social media
the GOAL of the social media
• • • • • • Engagement Loyalty Retention Awareness What does success look like?
Sales Research and development …?
the FOCUS of the social media
• • • • • • • Promotion Brand advocacy Customer relations Reputation management Recruitment Product/service development All (of some of the above) Will multiple profiles be needed?
define who you are engaging with
who is your target audience*? *(to achieve the goal)
• • When describing your typical customer, consider: • Age • Gender • • Occupation / seniority Availability / schedule But also… Where do they “hang out” online?
What would they want from you via social engagement?
INFORMATION ENTERTAINMENT FEEDBACK / RESPONSE PROMOTIONS
educate & establish buy in from critical business functions
the social business Senior Management Finance Operations Marketing HR R&D Sales Legal Every employee, regardless of job role
What’s in it for me?
• • • • • • Participation Knowledge & ideas Recruitment Stakeholder engagement Relationships Distribution
create the business’ social guidelines
the rules of engagement
Tone of Voice Frequency of posts Content styles Native language Limits
friendly / chatty / vibrant
thought provoking / informative / practical
authoritative / informative / intelligent
Google+
keyword rich (hijack for SEO) Regular weekly routine post + 1-2 posts a day (if relevant to topical issues & content to be posted) Share images & videos Include links (where appropriate) @ likes/interests if relevant Tag location if appropriate Timely – experiment with time of day for receiving most responses (requires testing) Include links Entice clicks by offering snippets of content for further reading @ / #s / retweets Shorten URLs Once a week (until build up 100+ followers) and then up the frequency.
Include links Add questions and comment on conversations Can edit the default content & image of a posted link As an when appropriate – you’re using this more for SEO than anything else, so once a week at least would be recommended.
Include links (optimised for keywords) Share images/infographics + people into posts #s for search inclusion 60,000 characters 140 characters 600 characters 100,000 characters
appoint your social media guru
why every company will have a social media guru in the future
maximise implementation impact
• • • • •
Why outsourcing isn’t the answer…
You understand your business better than anyone Need to be “always-on” with a finger on the pulse Real-time responses required Expert opinion required Faking it is not allowed – genuine interaction with the brand expected
…but a little agency assistance wouldn’t hurt
• Strategy • • Training Direction and support
investing in social
apportioning your budgets
2011 vs. 2012 view State of Digital Marketing 2011 and 2012 reports - Webmarketing
some kpi suggestions
Social Brands 100 methodology, 2013.
social media channels
the MAIN PLAYERS
Facebook is for
Connecting
Updates, sharing, & life documenting
Twitter is for
Announcements
Real time, bite-sized & brief
LinkedIn is for
Networking
Professional, career focused, informative
group task
social pairs The GOAL
Engagement Loyalty Retention Awareness Sales Research & Development Something else?
The FOCUS
Promotion Brand Advocacy Customer Relations Reputation Management Recruitment Product/Service Development All or some of the above
The AUDIENCE
Age Gender Behaviour Where do they “hang out” online?
What would they want from you via social engagement?
“Modern marketers know that ‘social’ is not a choice.”