The Conversation - An Introduction to Social Media

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What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities. Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier. Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides: • A definition of social media; • 10 keys to social media success; • an overview of social media tools; and • social media myths. The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.

Text of The Conversation - An Introduction to Social Media

  • INTRODUCTION No profession stands to influence social media more than public relations. Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
  • INTRODUCTION o Social media defined 20:00 o 10 keys to social media success 30:00 o Social media tools 20:00 o 3 take away messages 2:00 o Q&A 3:00
  • SOCIAL MEDIA DEFINED Social media is a conversation online. Look whos talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  • SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o on message The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic its simply a channel.
  • SOCIAL MEDIA DEFINED o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS)
  • SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  • SOCIAL MEDIA DEFINED It is about putting the public back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool. Brian Solis, The Social Media Manifesto
  • SOCIAL MEDIA DEFINED Word of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
  • CASE STUDY o Zappos, an online shoe retailer, makes customer service central with a focus on making personal and emotional connections. o Divert marketing budget to customer service (they outsource marketing to their customers; they dont outsource their call centre) o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twitter o $1billion in sales last year and their expanding into new product categories
  • SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friends recommendation over critics review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  • SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCanns Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  • SOCIAL MEDIA DEFINED o 40% of Canadian internet users have visited a community or social networking site o 22% of Canadians over 60 o 50% of Internet users under 30 o 25% of users 25-29 do so daily o 43% English speaking Canadians and 24% of French speaking Canadians visit these sites Canada Online, The Internet, Media and Emerging Technologoes
  • SOCIAL MEDIA DEFINED Younger users (under 45) and women use these sites for socializing Older users use these sites to obtain and share information Youth (12-17) use these sites for entertainment
  • SOCIAL MEDIA DEFINED
  • SOCIAL MEDIA DEFINED
  • SOCIAL MEDIA DEFINED Social media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
  • SOCIAL MEDIA DEFINED o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship Be an industry leader not a follower o
  • SOCIAL MEDIA DEFINED quot;What's the ROI for putting on your pants every morning? But it's still important to your business.quot; Scott Monty, Digital Communications Manager at Ford
  • SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of reviews and comments o volume of reviews o Brand affinity and comments o Incoming links o Commenter authority/influence o Time spent Action & Insight o Favourites / Friends / Fans o Sales inquiries o Viral forwards o New business o Number of downloads o Customer satisfaction and loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
  • SOCIAL MEDIA DEFINED Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
  • KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS
  • KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  • KEYS TO SUCCESS 1. Discovery 2. Strategy (people, competition, (opportunities, and search engines) objectives) 3. Skills 4. Execution (identify internal (tools, integration, resources and gaps) policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  • CASE STUDY o YouTube o MySpace o Facebook o Twitter o EHarmony Digits (their own online o community) o Virtual communities Second Life Source: http://www.podtech.net/home/5209/h- block-social-media-programs-success
  • CASE STUDY Leveraged core goals across all networks: 1.Reinforce their brand as tax experts 2.Deliver on advocacy positioning of the brand 3.Present the brand as being innovative o Through unexpected and meaningful interactions with consumers
  • CASE STUDY o Be community appropriate and relevant (interacting on Second Life is different than YouTube) o Its not free - Human capital increased as media buys decreased Ask yourself if this is successful how do you scale it?
  • CASE STUDY 1. Brand Perception o Evaluated brand metrics through a brand tracking study 2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site 3. Word of Mouth o Increased online mentions in blogs, forums, and other social media
  • KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  • KEYS TO SUCCESS o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
  • KEYS TO SUCCESS Amelia Arlington
  • KEYS TO SUCCESS 56 unanimous responses in under 4 minutes from YouBeMom.com
  • CASE STUDY o Chevy contest asks people to create a winning commercial for the Tahoe SUV o Website gives people online tools to make their own commercials including the ability to customize text
  • CASE STUDY o Users subvert contest with ads slamming the Tahoe brand o Chevy eventually removes the website displaying videos critical of their product o Many parodies still exist online (number one search result for Chevy Tahoe on Youtube)
  • CASE STUDY Lessons learned: o Be careful when you ask for . user generated content cant be controlled o If youre going to ask people their opinions be prepared to have a conversation
  • KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people wont ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  • CASE STUDY o Belkin employee busted offering payment for fake positive p