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Finding the Channel:Social Media’s Influence on PR and Marketing
A Discussion with St. Ambrose University Marketing Students
{photo: Tony the Misfit/flickr.com}
Devendra
http://www.linkedin.com/in/shrikhande
SM Poll
What is Social Media?
&
A Quick PollHow many of you are active on:
Blogs Facebook
YouTube
LinkedIn{background: @adamplitt}
Pecha KuchaPecha Kucha“pe-chak-cha”
In this format we shall run through a series of slides and then have a chathttp://en.wikipedia.org/wiki/Pecha_Kucha
Info Channels
Information Channels Across TimeNote the drop-off for traditional broadcast channels (including websites)!
http://www.baekdal.com/articles/Management/market-of-information
SM ActivitySocial Media Traffic75% of Global Internet population visit social networks
Visiting social networks is fourth-most popular activity after personal emailNielsen’s Global Faces & Networked Places 2009
SM-Expect
Within a year 82% businesses will promote their brand, goods and services via social media+
93% of Social Media users expect a company should have a social media presence*
85% believe companies should interact with customers**Cone’s Business in Social Media Study, 2008 +Equation Research
{photo: Meeting-Naturally Cyprus/flickr.com}
SM-BusinessBusiness Engagement in Social Media
Expanding Online Presence
Viral, Relationship & Cause-Related Marketing
Generating Leads-Qualified Prospects
Customer Service
Reputation Management
Crises Communications
Business Intelligence and Research
Facebook InfoThe Numbers
More than 400 million users
Not a young site anymore, older demographics growing at much faster rate
50% of active users log on every day
More than 1.5 million local businesses have active Pages on Facebook
Facebook TipsSuggestions
Brand Your Facebook page
Foster the growth of an organic community
Integrate Facebook functionality with your main site
Evaluate micro-targeted ads
Twitter InfoThe Numbers
72.5% of users joined since January 2009
93.6% users have less than 100 followers, 92.4% follow less than 100
5% account for 75% of activity
More than 50% updates are published through tools
Tie in with Google for Real-Time Search
Twitter TipsSuggestions
Subscribe to key influencers and leaders
Recruit followers with strong following
Informative tweets on your business/expertise
Encourage tweeters across the company
Monitor keywords through search
Leverage for focus groups/research
YouTube InfoThe Numbers
Reached 100 million viewers in 2009
14.8 billion videos viewed in January 2009 alone
Approximately 43 percent of the online video market share
Video search results displayed on Google first page
YouTube TipsSuggestions
Setup a channel
Create ‘how-to”/informative videos
Post solutions to common problems
Integrate with your main site by embedding videos
Display company name, URL , logo in every video
BloggingOnly 4% of Blogs are corporate
Brand with corporate identity
Be candid and timely
Set up a regular schedule for posts
Do not censor negative posts
LinkedIn50 million members worldwide
11m in Europe and 3m in India
Use the status tool to update network
Recommendations highlight expertise
Promote company website and blogs
Dialogue
Social Media is about dialogue not monologue
{photo: ehnmark/flickr.com}
Public Relations
In social media if your public relations is this….
{photo: jasoneppink/flickr.com}
Cheerleading
..you will be perceived as these.
{photo:uwdigitalcollections/flickr.com}
PR 2.0
Social Media’s Influence on Public RelationsIt is not about technology it is about sociology*
Shifted from broadcast machine to community participation*
Conversations have replaced content *
It is the difference between spin and relevance *
Become a resource channel for traditional media – shorter news cycles*Brian Solis
{photo: Beppie/flickr.com}
Marketing
Similarly, if for social media, marketing focuses only….
Aisle
..it will deliver a response like this
{photo: roboppy/flickr.com}
Mktg 2.0
Social Media’s Influence on MarketingIdeal channel for viral, relationship and cause-related marketing
Audience influences campaign through participation and/or content
Data capture and analytics deliver accurate market research
More personalized messages and better targeting for audiences
{photo: rama miguel/flickr.com}
PR-Discussion-Dominos
PR – Discussion: DominoesThe double edged sword that is Social Media
PR-Discussion-Toyota
PR – Discussion: ToyotaAn integrated response
Mktg-Discussion-Pepsi
Marketing – Discussion: PepsiCause-related, viral marketing with user generated content and integration
Thank You
{photo: vernhart/flickr.com}
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