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Presentation give at CMI Northants, 12.01.2010 aimed at how manager can understand social media for the purposes of marketing, research and engagement - with tips on HR and getting started.
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Social media for managers
Chartered Management InstituteNorthampton12th Jan 2010
Susi O’Neill, digital consultant
About me Digital content producer, online marketer & website manager since 2000 Digital strategy consultant –growing businesses online through strategic planning and marketing Specialise in media industries moving to online economy, multimedia content and e-marketing Founded CreativeNottingham.com, new blog for creatives in Nottingham Trained as a musician, toured Europe with many alternative bands A leading UK theremin player, many TV appearances & recently 4th plinth, Trafalgar Square
Tonight’s presentation1. What is social media?2. Social media for engagement3. Social media for marketing4. Social media for research5. Personal branding and online
networking6. HR & legal implications7. Getting started: what and how8. Questions & discussion
Don Tapscott, Corporate Behaviour
Author of Wikinomics, video on YouTube
What is social media?
Defining social media
Using web tools to transform
1-to-1 to 1-to-many
conversations
Links with...
User-generated content (UGC)
Links with...
Web 2.0 (software for sharing)
...or as Tim Berners-Lee calls it
“a piece of jargon”
Isn’t the web inherently social?
Usenet Newsgroup, established 1981 (now
Google Groups)
Isn’t the web inherently social?
Google Wave, collaborative
communication tool, launched
Sept 2009
Types of social media: blogs Over 1.4 million new blog posts every day
22 of the 100 most popular websites are blogs
51% of blog readers shop online
Types of social media: social networks Facebook 4th most populous nation with 350m users & 700,000 business pages LinkedIn: 50m users Used by 2/3 people in world 4th most popular online activity (more than email) Time online growing at 3x rate of other activities
Types of social media: sharing media13 hours of footage uploaded to YouTube every second
100M YouTube videos viewed daily
50 billion photos on top 5 photo sharing sites
3M photos uploaded daily to Flickr
Types of social media: micro-blogging
Real-time status updates now appear as Google search results 3M Tweets per day on Twitter 1.2M people ‘follow’ @stephenfry
Negative perceptions
Negative perceptions
2007: The tipping point
Using social media for business
Marketing
Engagement Research
Your customers are talking about you
So help them out
Savants
Enthusiasts
Casuals
Lurkers
100 passionate users
How does social media marketing work?
1000 true fans
Social platforms: youth
(8-12 girls)
Social platforms: B2C
(over 50s) (virtual world)
Social platforms: B2B
Social platforms: create your own network
Ning: a free tool to build your own social network
Social media marketing: success stories
Video Online
Wiggly Wigglers, HerefordshireDell Global Small Business Excellence Award, 2008
Social media marketing: success stories
Zappos:Exceptional customer
service online, acquired by Amazon for $1.2billion
Social media marketing: #FAIL
Habitat: Twitter spam linked to Iranian human rights violations
Online tools for research
Surveys: Survey Monkey Alerts: TweetBeep, Google Alerts Search: Social Mention RSS feeds: Google Reader Encourage feedback
Personal branding
Build & invest in your network Own your brand URLs Create a consistent avatar Build an ‘evergreen cache’ Be personal & personable
When social networking goes wrong
the twitter v FedEx saga
HR & legal Putting out a ‘shingle’ obliges you to respond Plan social media strategically, manage responsibly ‘Mow the lawn’ in your spaces Be careful how you monitor employee behaviours Create policies that balance business and personal needs
What not to do...
Respect boundaries (and employment law)!
Social marketing success strategies
Develop a digital strategy Integrate social media in marketing AND customer service Join conversations – add value Making content useful/funny engaging Allow people to share & interact
Social networking success strategies
Set your goals – what can you achieve? Seed and share – be an expert Add value – share knowledge & ideas Have fun – be social, make connections Value your time – moderate & measure
Online engagement success strategies
Monitor & horizon scan Offer solutions Share advice – soft sell Listen to the community & conversation Create service which add value
Getting started1. Start an internal or
external blog (Wordpress.com)
2. Facebook business page3. LinkedIn profile4. Start a Twitter
newsfeed
Thank you. Over to you.
Contact Me:
susi@digitalconsultant.co.uk
Tel: 07981 222799
Twitter: @susioneillSkype: susi.oneill
web: www.digitalconsultant.co.uk
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