Social media - Understanding the Use of Social Media in the Business World

Social MediaSpiders & butterflies

Understanding the use of social media in the business world

Marieke Hensel @hensel

IAAP – Santa Ana, CA - Apr 14, 2010

What is social media?


80’s: Advertising


Evolved into PR


Now it’s Social Media



Consumers are advertisers, advertisers are consumers, both are

content producers & relationship builders

Butterflies & Spiders


Butterfly strategy


A butterfly listens & joins conversations anywhere on the web and tends to build short meaningful

relationships.


1. Great listeners!


2. Conversations


3. Multiple social media.


4. It’s about personality


5. Return On Investment?


Spider strategy


A spider builds one strong presence and focuses on attracting customers to

that hub.


1. Slow starters


2. Attract people


3. Risky


4. “Are they really listening to me?”


Shift in communication


Join the conversation+

Build a hub


Combine: SpitterflyReturn on Investment


1. Listen 2. Strategy3. Build your hub4. Get results5. Listen


1. Listen



How is your audience discussing your brand?


Join the conversation


2. Strategy


What are your goals?How to achieve your goals?



Build BuzzGenerate Awareness

Attract salesCustomer retention

Customer service

3. Build your hub


3.

3.

3.

3.

3.

3.

3.

3.

4. Get results


Online Lead Tracking System



5. Spread your wings,keep listening!


1. Listen 2. Strategy3. Build your hub4. Get results5. Listen


Evolution of Social Media Use1. Create your presence2. Join conversation, people get to know you3. Share and produce content that people like to share themselves (viral)4. People create their own content about your brand; people feel they are your brand


Q&AMarieke Hensel

twitter.com/henselfacebook.com/brandingpersonality
