Social Media for Business: Updated Feb 2012

social media for business in a social world

Hannah Redmond

Updated!

Today

• Introduction: Social MediaWhy you should care & what you need to know

• Social Media through a business lens What you need to do & who is doing it best

• Challenges And how to overcome them

• Looking AheadWhat’s new, what’s changing

“We now generate as much information every two days as was generated from the beginning of

time to 2003.”-Eric Schmidt, Chairman, Google

What is social media?

“Social media is today’s most transparent, engaging and interactive form of

communication. It combines the true grit of real time content with the beauty of authentic

peer-to-peer communication.”-Lisa Buyer, The Buyer Group

It’s about sharing more than what you ate for

lunch.

our world has changed[VIDEO]

More than half of all in person retail purchases were first researched online Forrester 2010

There are many opportunities for brands to use both paid &

earned media online

Social media should be

into your marketing, ad, and PR campaignsintegrated

Changes due to SM

• Rise of user generated content

• Decision engine

• WOMM

Social Media Landscape

“Mega Spaces”• Facebook • Twitter• YouTube• Foursquare• Google + • LinkedIn

“Niche Spaces”• Q&A sites• Forums• Blogs• Ning

Why you should care

• Marketing & Search Engine Optimization• Customer Service• Communications/Public Relations • Market Research

Marketing

•Helps SEO

•New opportunities to place marketing messages

•Build brand loyalty

•Continue the momentum of your offline branding

Marketing

•Helps SEO

•New opportunities to place marketing messages

•Build brand loyalty

•Continue the momentum of your offline branding

Marketing

•Helps SEO

•New opportunities to place marketing messages

•Build brand loyalty

•Continue the momentum of your offline branding

Marketing

•Helps SEO

•New opportunities to place marketing messages

•Build brand loyalty

•Continue the momentum of your offline branding

• 2700% increase in Twitter followers

• 800% increase in Facebook fan page visits

• 60% increase in Facebook fans

• 300% increase in traffic to brand website

• Body wash sales more than doubled

Starbucks, Ellen, Gillette, Puss in Boots

Marketing: What to do?

1. Look at what your competitors are doing

2. Identify your influencers

3. Build an engaging brand presence with good content

4. Link back to promote SEO!

Customer Service

• 96% of dissatisfied customers don’t complain. Of those, 63% won’t buy from you again.*

• Unparalleled customer service opportunity

* Strategic Planning Institute, 2010

Customer Service: What to do?

1. Be reactive and proactive

2. Centralize communication and don’t fear negativity

3. Only open channels you can really manage

4. Be open, transparent, authentic

Communications/PR

• More ways to communicate a message

• News, media coverage, press releases have bigger reach

• Allows for real-time monitoring & response for a crisis

Communications/PR: What to do?

1. Use a consistent voice

2. Re-purpose product news content for online

3. Start conversations but also join existing ones

Market Research

• Problems & opportunities in the market are now easier to find

• Non-intrusive

• Listening tools + search provide key information

Market Research: What to do?

1. Use listening tools to monitor your product/brand

2. Track what’s trending/popular in your industry to be first in a space

3. Find out what key influencers are saying

A comment on ethics

• Being transparent, open, and honest is key• Not only is unethical, but can create a PR mess

Challenges in implementation

People, Knowledge, Culture, Budget.

What industry are you in?

THIS WEEK IN #socialmedia

More informationBlogs:

mashable.comsocialmediaexaminer.com

larrywblog.combusinessesgrow.com

heidicohen.comwomma.org

Twitter:@briansolis@mashable

@scottmonty@copyblogger

@Cksays@techcrunch

Books:Socialnomics

The Tao of Twitter

Me:@hannah_redmond

Hannahredmond.comLinkedin.com/in/hannahredmond

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