Social media for business for executives

Strategy Design | Business Planning | Reputation Management | Brand Management | | Social Media Management |

Marketing, PR, & Communications |Skills Development

A b u s i n e s s c a s e

f o r

E x e c u t i v e s

o n

S O C I A L M E D I A f o r B U S I N E S S

What do YOU think of…

when you think of SOCIAL MEDIA ?

Strategy Design | Business Planning | Reputation Management | Brand Management |

Social Media Management |Marketing, PR, & Communications |Skills Development



…real ly ???

This ‘fear’ has probably arisen due to too

much focus on the channels and the

‘openness’ of Social Media…which is

directly opposite to what business

infrastructure has spent years

creating…distance !

Forget everything that you have been

told or have perceptions about…Social

Media is just COMMUNICATION…like

everyone in business, does everyday

Always keep in mind :

it’s a PROCESS, not an EVENT !

An engagement process to build

potential relationships and sustain existing

ones

That’s it…nothing else !!!

Demographics :

18 – 24 yrs old 31%

25 – 34 yrs old 31%

35 – 44 yrs old 14%

45 – 54 yrs old 8%

55 – 65 yrs old 4%

65 – 100 yrs old 5%

L e t s u s e a s a r e f e r e n c e :

Source : Socialbakers.com March 2013

N e v e r u n d e r e s t i m a t e t h a t i t I S B u s i n e s s



Penetration of population: 11.5%

Penetration of online population : 93.78%

Male to female ratio % : 50 | 50

Other facts :

• 58 million mobile accesses p/month – total 250 million

• 700 billion mins p/mth spent on FB & 20mil apps

installed daily

5 8 0 0 0 0 0 u s e r s i n S A

Source : Stats SA



… s i m p l e



R e s e a r c h , L i s t e n i n g , & P l a n n i n g T a c t i c s

I n te r n at ion a l s tan dar d soc ia l med ia s t r a tegy mode l

C a u t i o n - C o m m o n m i s t a k e : T a c t i c s b e f o r e s t r a t e g y

… b e c a u s e t h e y a r e n o t t h e s a m e !



Y o u r B R A N D

Y o u r T A R G E T

Engagement Brand personality Customer service

Y o u r B R A N D

Y o u r T A R G E T

Brand Loyalty

Product dev Customer feedback

Message disseminated

Message Received : Reference -

Bottom line profits

Caution – Future Trend : Individualised target marketing

T h e o n l i n e d i v i d e …



• Control and Influence

– Losing control over interactions in a public forum is why most companies shy away

from Social Media or do the bare minimum because they ‘have to’

– Unfortunately, this is a mere illusion and by not involving yourself, you actually give up

your right of control and hand it over to your customers…worse – your competitors

– One-way communication is great in a vacuum, but in reality, it is not as linear as you

expect, because REALITY check :

your company’s products, processes, and service offerings DONOT belong to

you or your company – they belong to those that ‘buy into your brand’ !!!

– Mindset shifts are being forced all over the globe as Social Media pervades our

businesses and best we get used to it – but its an opportunity and not a risk

…or i s i t ! ! !

… & w h y s h o u l d i t n e e d c o n v i n c i n g



• Because Change is hard, and Social Media defies everything we have been taught and learnt

about the business world !

• Because if we don’t do it for ourselves, someone else will and we will have no control over it

• Because there maybe reasons why you shouldn’t, but the question is ‘for the future benefit of

your organisations can you afford not to ?

• Because the world is different today and will be completely different in the next 2-5 years and

resisting the urge to keep it the way it is, limits your authenticity & capacity

• Because only 14% of people the world over trust ‘traditional advertising and marketing’…the

rest trust their friends, family, & peers, to make brand decisions

• Because social media is not about selling or marketing…its about influence and thought

leaderships, engagement and communication

• Because for years we have wanted something like this…it didn’t necessarily come in the

package we would have liked it to be so because its not ‘normal’ we want it to conform…it

WON’T…we have to learn to work with it because an opportunity like this doesn’t come often



& where do we rank internat ional ly ?





• Social Media does not represent all that is successful and is not superior to every

other form of communication – it is a companion !

LEVEL 1 LEVEL 2

online

campaign,

with no

relation to

offline

LEVEL 3

• Consistency

across all media

• Build brand

equity

• Medium – long

term promotions

• Leverage each

media channel

• More

promotional

• less

relationship

• Integrated

online + offline

• Short-term



• What can’t be measured, can’t be managed, and what can’t be managed

should NOT be done

• In order for Social Media to be effective for your organisation, it has to be ‘worth it’ !

• Investment of time and money must make sense as this is still business and

investment in Social Media has to make business sense

EFFECTIVENESS OF THE SOCIAL MEDIA STRATEGY :

MANAGEMENT = MONITORING, MEASUREMENT & EVALUATION

Strategy Design | Business Planning | Reputation Management | Brand Management | Social Media Management | skills development

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