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[ Catching the tube ]
Putting social media to work
Executive Briefing, December 2010
> About me
Mal Chia
Digital Media Strategist
> Today
What is social media?
The social media mix
– Types
– Platforms
Putting it all together
– Principles
Dealing with the big challenges
> What is social media?
> Marketing needs a reboot
> Definition
Social media is the new and emerging technology that empowers people to connect, share and collaborate with each other
> More than technology
Tools don’t get socially interesting until they are
technologically boring
> Publishing has been transformed
> Rise of amateur media
The obstacles to public expression have been removed
We are now in an era of mass amateurizationof publishing
> Social technographics
Social TechnographicsExplained
http://bit.ly/eFsSSn
> Markets are conversations
25 billion tweets in 2010
30 billion pieces of content shared each month on Facebook
Average user creates 90 pieces of content each month
> Return to word of mouth marketing
78% of consumers trust peer recommendations in social media
> Build trust with your community
> From networks to nicheworks
> Emergence of mobile
Time spent on social networks is now greater on mobiles than a PC
> The social media mix
> Digital ecosystem
Darren Rowsehttp://bit.ly/dsNiwK
> Paid, Earned, Owned
Balanced portfolio of social media assets is essential
http://bit.ly/aKrjcF
> In-site
Comments
Ratings
Wikis
Forums
Integrations
> Off-site
Blogs
Social networks
Microblogs
Video
Podcasts
Photos
> Blogs
150m+ blogs and counting
> Case Study: Dell
> Social networks are getting bigger
10 million Australians are active on social networks
> Reasons for becoming a fan
eMarketer“Social fans more likely to buy”
http://bit.ly/c4wBtv
> Case Study: Coca-Cola
> Case Study: Starbucks
> Case Study: Oreo
> Microblogs
> Accelerated serendipity
> Twitter trends 2010
1. Gulf Oil Spill2. FIFA World Cup3. Inception4. Haiti Earthquake5. Vuvuzela6. Apple iPad7. Google Android8. Justin Bieber9. Harry Potter & the Deathly Hallows10. Pulpo Paul
> Case Study: Zappos
> Case Study: Comcast
> Video
2 billion videos a day are watched on YouTube24 hours of video is uploaded every minute
> Case Study: Will It Blend?
> Case Study: Old Spice
> Case Study: Qwoff
> Other social media
Photo sharing
Podcasts
Wikis
Forums
Location Based Services
Vouchers
What else?
Let’s take a breather
> Putting it all together
> Guiding principles
Listen, listen, listen
Learn from each interaction
If someone asks a question, answer
Become a consistent, valued member of their community
Be authentic
Don’t do it to be followed, but to be worth following
> Speak in a human voice
> It requires a team effort
Magda Walczakhttp://bit.ly/D457e
> Process is the key to success
2. Learn
3. Engage
1. Listen
> Go further still
Listen Learn Engage Community
> Social media listening post
> Monitoring tools
Free Paid
Google Alerts
Social Mention
Twitter Search
Board Reader
Booshaka
Radian6
Buzz Numbers
Dialogix
Nielsen Buzz Metrics
Alterian SM2
> Filtering the noise
> Attention dashboards
> Engage with influencers
Learn about them and talk to them
Empower them to talk about you
(Pay them to talk about you??)
> Aggregate + syndicate for success
> Horizontal integration
Social Media
Market Research
Corporate Website
Email Marketing
Search Marketing
SEO Advertising Mobile TV/Radio/Print
> Content + Distribution
Social media strategy’s missing piece(s)…
> Great content…
Attracts customers
Educates buyers
Overcomes resistance or addresses objections
Establishes credibility, trust and authority
Tells your story
Builds buzz via social networks
Builds a base of fans and inspire customers to love you
> Align with business goals
Raise revenue
Increase customer
satisfaction
Lower costs
> Measuring success
Start with business goals
Number of sales
Leads generated
Website traffic
Customer satisfaction
Comments
Crisis management
Sentiment
> Social media metrics framework
Stage Metrics Data Sources
Reach Fans/followersPostsUpdate frequency
Social media platform
Engagement CommentsReplies
Web analytics
Action LeadsSalesIssues resolved
Web analyticsCRM toolCall centre
Buzz CommentsMentions
Social analytics platform
> Exercise: social media metrics
Stage Metrics Data Sources
Reach
Engagement
Action
Buzz
> Dealing with the big challenges
> Resistance from internal culture
> Relinquishing control of your messages
> Tips for managing your message
1. Design your message to be compelling to a social media audience
2. Make it easy to share
3. Make it easy for others to put their own spin on it
4. Let the community help shape the message
> Assigning responsibility
> Opening up to criticism
> Lack of resources
Start small and don’t overpromise
Set expectations
A little every day is better than lots hardly ever
Outsourcing vs. insourcing
> Ever-changing technology
Choose the tools that are right for you
> Dealing with negative feedback
Straight Problems
Constructive Criticism
Merited Attacks
Trolling/Spam
> Real-time crisis management
Questions?
Download this presentationhttp://www.slideshare.net/malchia
