Social media as a marketing tool

How can we use

social networkingas a marketing tool to

compete against the

best?

Social media is an umbrella term that defines the various activities that integrate technology, social interaction,

and the sharing of words, pictures, videos, and audio.

It is the term used to describe the type of media that is based on conversation and interaction between people online.

http://www.wikipedia.org

SOCIAL MEDIA CAN BE BROKEN DOWN INTO

6 MAIN AREAS:

1. BLOGS2. SOCIAL NETWORKS3. MICRO-BLOGS4. BOOKMARKING5. VIDEO SHARING6. IMAGE SHARING

A BLOG IS A TYPE OF WEBSITE WITH REGULAR ENTRIES OR COMMENTARIES.BLOGS ARE USED PRIMARILY FOR

KEEPING CUSTOMERS UP

TO DATE WITH WHAT THE

BRAND IS DOING

BLOGS

MICRO BLOGSMICROS BLOGS ARE SIMILAR TO BLOGS WITH MUCH SMALLER ENTRIES. THE MOST FAMOUS MICRO-BLOG IS TWITTERTWITTER ADOPTION IS HIGHEST IN THE

30+ GROUPIT IS USED TO SHARE & PROMOTE THINGS.

SOCIAL NETWORKSSOCIAL NETWORK SERVICES ALLOW PEOPLE ONLINE TO

COMMUNICATE, SHARE AND INTERACT WITH ONE ANOTHER

SOCIAL NETWORKS SUCH AS FACEBOOK

INCLUDE BLOGGING, INSTANT AND INTERNAL MESSAGING AND DISCUSSION BOARDS.

SOCIAL BOOKMARKINGTHESE SITES ALLOW USERS TO COLLECT LINKS TO

SITES AND CONTENT WHICH THEY FIND USEFUL OR ENTERTAINING.

ALSO USEFUL FOR SEARCHING & SHARING LINKS.

THE BIGGEST PLATFORMS ARE DIGG, REDDIT, DELICIOUS AND STUMBLE UPON.

VIDEO SHARINGTHESE SITES ARE USED FOR HOSTING AND SHARING VIDEOS ONLINE.

THEY ARE MORE OF A BRANDING AND BROADCAST TOOL, ALSO USED TO INCREASE ENGAGEMENT BY ASKING USERS TO SUBMIT VIDEOS.

THE TWO BIGGEST PLAYERS ARE YOUTUBE AND VIMEO

IMAGE SHARINGTHESE SITES ALLOW USERS TO HOST, SHARE AND COMMENT ON IMAGES & PHOTOS.

THE BIGGEST DEDICATED PHOTO SHARING SITE IS

FLICKR.

USER PARTICIPATION CAN BE ENCOURAGED

THROUGH SHARING PHOTOS OF A PARTICULAR EVENT OR ACTIVITIES, SUCH AS PEOPLE USING A PRODUCT.

WHY BOTHER?

BECAUSE TIME SPENT ON SOCIAL

NETWORKS IS GROWING AT

3 TIMES THE OVERALL

INTERNET RATE

Nielson, Global Faces & Networked places, 2009

93% OF SOCIAL MEDIA

USERS BELIEVE A COMPANY SHOULD HAVE A

PRESENCE IN SOCIAL MEDIA

Cone, Business in Social Media Study

BECAUSE THE AMOUNT OF TIMEIT TOOK TO REACH AN AUDIENCE OF

50 MILLION:

RADIO 38 YEARS

TV 13 YEARS

INTERNET 4 YEARS

FACEBOOK HAD

OVER 200

MILLION USERS

IN LESS THAN

A YEAR

BECAUSE SOCIAL MEDIA HASOVERTAKEN PORNOGRAPHY

AS THE #1 ACTIVITY ON THE WEB

BECAUSE FACEBOOK

TOPS GOOGLE FOR

WEEKLY TRAFFIC IN THE U.S

BECAUSE IF FACEBOOK WERE A COUNTRY IT

WOULD BE THE 3RD LARGEST

BECAUSE 78% OF CONSUMERS TRUST

PEER RECOMMENDATIONS ONLY 14% TRUST ADVERTISING

BECAUSE ONLINE SPENDHAS OVERTAKEN TV SPENDIN THE UK. AND IT IS PREDICTED AUSTRALIA WILL FOLLOW THIS TREND.

BECAUSE WE WILL NO LONGERSEARCH FOR PRODUCTS & SERVICES,

THEY WILL FIND US VIA SOCIAL MEDIA

THE AUSTRALIAN SOCIAL MEDIA AUDIENCE IS ESTIMATED AT

9.9 MILLION

Neilson Study

WHERE HAS IT COME FROM?

CONSUMER’S TRUSTED INFORMATION SOURCES HAVE SHIFTED

They trust each other more than brands

PEOPLE TALK ABOUT COMPANIES.

NOW YOU CAN GET INVOLVED IN THE CONVERSATION.

WHO USES SOCIAL MEDIA?

PEOPLE WITH A

PASSION

10,474 PEOPLE

THAT LIKE AUSRTALIAN

BANANAS

HOW CAN BRANDS USE SOCIAL MEDIA?

THE FIRST TASK IS TO IDENTIFY YOUR AUDIENCE AND THEN

WORK OUT WHY YOU WANT TO CONNECT WITH THEM

The Social Hierarchy

Source: trendspotting

The Social Hierarchy

The Social Hierarchy

Case Studies

OBAMA CASE STUDYCase Study: Obama/Biden Presidential Campaign

http://www.youtube.com/watch?v=LOE-jctrk4Y

RULES OF ENGAGEMENTWHERE TO START

1. LISTENLISTEN TO YOUR CONSUMERS ANDJOIN IN THE CONVERSATION

2. ENGAGEGET ACTIVE IN PLATFORMS THAT YOUIDENTIFY ARE ACTIVE FOR YOU

3. MEASUREMEASURE THE EFFECTIVENESS OFLOYALTY AND ENGAGEMENT

USING SOCIAL MEDIA IS ABOUT LISTENING TO WHAT

PEOPLE ARE SAYING ABOUT YOUR BRAND AND PRODUCT

‘MEASUREMENT’ IS THE VOLUME

OF THE BUZZ IN THE WORLD, WHERE

AS ‘MONITORING’ IS WHAT IS

BEING SAID

PAID SOCIAL MEDIA MONITORING TOOLS

1. Neilson Buzz MetricsGIVES YOU A PICTURE OF YOUR BRAND’S ONLINE HEALTH OVER A SPECIFIC TIME PERIOD. NIELSEN BUZZMETRICS SCORE CARD SHOWS YOU HOW YOUR BRAND STACKS UP AGAINST YOUR COMPETITION.

2. Radian6 RADIOAN6 DASHBOARD ENABLES MONITORING ALL FORMS OF SOCIAL MEDIA WITH RESULTS APPEARING IN REAL-TIME, AS DISCOVERED. IT GIVE USERS THE ABILITY TO UNCOVER INFLUENCERS, TRACK AND MEASURE ENGAGEMENT AND DETERMINE WHICH CONVERSATIONS ARE HAVING AN IMPACT ONLINE.

3. Buzz NumbersBUZZ NUMBERS IS THE LEADING AUSTRALIAN SOCIAL MEDIA INTELLIGENCE PLATFORM ENABLING BRANDS AND BUSINESSES TO MONITOR AND REPORT WORD-OF-MOUTH CONVERSATIONS IN SOCIAL MEDIA.

FREE SOCIAL MEDIA MONITORING TOOLS

1. Social MentionSOCIAL MENTION IS A SOCIAL MEDIA SEARCH PLATFORM THAT AGGREGATES USER GENERATED CONTENT FROM ACROSS THE UNIVERSE INTO A SINGLE STREAM OF INFORMATION

2. TechnoratiTECHNORATI IS A BLOG AND SOCIAL MEDIA SEARCH ENGINE

3. Google AlertsGOOGLE ALERTS IS A CONTENT MONITORING SERVICE THAT AUTOMATICALLY NOTIFIES USERS WHEN NEW CONTENT FROM NEWS, WEB, BLOGS, VIDEO AND DISCUSSION GROUPS MATCHES A SET OF SEARCH TERMS SELECTED BY THE USER

DEFINE YOUR STRATEGY&

CHOOSE YOUR PLATFORMS

CREATE SOME EXCITEMENT TO SHARE WITH THE

WORLD. SHARE THE

EXCITING THINGS YOUR BRAND IS DOING.

WHEN YOU PARTICIPATE IN SOCIAL MEDIA FOLLOW THESE BASIC GUIDING PRINCIPLES:

1. STICK TO YOUR AREA OF EXPERTISE AND PROVIDE UNIQUE, INDIVIDUAL PERSPECTIVES

2. RESPECT PROPRIETARY INFORMATION AND CONTENT, AND CONFIDENTIALITY.

3. TALK TO YOUR FOLLOWERS LIKE YOU WOULD TALK TO REAL PEOPLE IN REAL SITUATIONS; REMEMBER IT’S A CONVERSATION.

WHEN YOU PARTICIPATE IN SOCIAL MEDIA FOLLOW THESE BASIC GUIDING PRINCIPLES:

4. POST MEANINGFUL, RESPECTFUL COMMENTARY—IN OTHER WORDS, NO SPAM AND NO REMARKS THAT ARE OFF TOPIC OR OFFENSIVE.

5. ALWAYS PAUSE AND THINK BEFORE POSTING. THAT SAID, REPLY TO COMMENTS IN A TIMELY MANNER, WHEN A RESPONSE IS APPROPRIATE.

6. IF YOU MAKE A MISTAKE, ADMIT IT. BE UPFRONT AND BE QUICK WITH YOUR CORRECTION.

SOCIAL MEDIA ISN’T A FAD, ITS A

FUNDAMENTAL SHIFT IN THE WAY WE

COMMUNICATE

JULES HALL

jules@thehallway.com.au

Linkedin.com/juleshall