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WELCOME TO
SOCIAL MEDIA
THE HASHTAG IS
#TEW2011@TechEntrepWeek
@CarolineBosher (Please feel free to tweet throughout this session)
The world's largest independent PR Agency, with over 4000 people in 54
offices worldwide.
Edelman Digital is the world’s first and largest global social agency.
What is it? Why bother?Where the magic happensDo’s and Don'tsFuture gazing
SOCIAL MEDIA!
Wikipedia says:
‘a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content’
WHAT IS IT?
SOCIAL MEDIA IS A
REVOLUTION
(Thanks to @equalman for this video)
Social Media Revolution Socialnomics 2011
http://www.youtube.com/watch?v=x0EnhXn5boM
Media Cloverleaf
Ready?
SOCIAL MEDIA IS ABOUT
STORYTELLING
Great uses of Social Media # 1
Build Awareness
‘LED Revolution’
Promote the benefits of LED technology
Visitors submit bad lighting photos
Encourages fans on Facebook and Twitter to “Break Your Florescent Shackles!”
Great uses of Social Media # 2
Loyalty & Retention
Registration occurs on Facebook page
Check-in at a JetBlue airport location with a mobile
Earn reward points and badges
Bonus if a companion is ‘tagged’
Great uses of Social Media # 3
Influence purchaseintent
56% of consumers said they are more likely to
recommend a brand to a friend after becoming a
fan on Facebook
51% of consumers said they are more likely to
buy a product since becoming a fan on
Receive discount codes for Dell products
Generated US$6.5 million in revenue!
Great uses of Social Media # 4
Customer Service
@comcastcares
Internet and cable company
Social customer service is changing the company culture
Developed new infrastructure to learn from customer experience
Great uses of Social Media # 5
Drive traffic & footfall
Drive to campaign
Drive to competition entry
Drive to voucher redemption (data capture)
Drive to website
Drive to store
Drive to event
Great uses of Social Media # 6
Market Research
A Big Society survey was sent out across Twitter
A different opinion leader was asked to retweet it each day
Over 400 responses
Coverage on BBC Politics Show, Metro, The Guardian
Great uses of Social Media # 7
Recruitment
CH2M HILL recruit for specialist jobs globally
Challenged by low quality candidates and limited niche job boards Using a combination of LinkedIn,
Twitter and Facebook to target and attract great candidates
Recruitment = Matchmaking
Great uses of Social Media # 8
Discoverability(Search)
Do you know what your fans want?(you could ask them)
WHY IS SUCCESS SO
DIFFICULT?
WHERE THE
MAGIC HAPPENS
Where the magic happens # 1
More than 350 million active users access Facebook through their mobile devices
Is Facebook right for your business?
It depends on your individual business objectives, who you’re trying to reach and your resources.
Facebook is great place to ‘house’ your community (and to display images)
Visit Britain
Marketing campaign on Facebook and a timely app
Fans predicted and invited friends to predict and share
42,000 new fans in a day
Visit Britain
Have a ‘fan gate’
Give fans a range of things to do and a reason to come back
A reason to share content and invite friends is even better!
Cisco (230k fans)
Dedicate tab for customer support
Super Fan spotlight
Cisco Enterprise tab with rich media content and twitter feed
List events, seminars, webcasts
The Skittles phenomenon
Perfect match of tone of voice with brand
If your organisation could talk, what is the tone of voice?
Underlying all communications will be a single personality with distinctive way of speaking
Where the magic happens # 2
Twitter is good for building awareness, driving traffic and extending reach
Fantastic for ‘instantaneous’ conversation and you can talk to anyone
Competitions
#NASATweetup
Where the magic happens # 3
CH2M HILL
Company page (23k followers)
Dedicated careers tab
Job listings
Customised content
Job search
CH2M HILL
Advertise on LinkedIn to current employees
Dedicated web page
Highly qualified traffic
Where the magic happens # 4
Google+
Where the magic happens # 5
Foursquare
Well over 7 million check-ins
Badges are collected
Mayorships are rewarded
Great if you have a physical location
Foursquare (specials and tips)
Types of Specials
Newbie Special: great for attracting new customers
Special: great for attracting new customers
Friends Special: rewards friends for checking in somewhere together
Flash Special: a time sensitive, limited quantity special
Swarm Special: rewards large groups of users for visiting a venue all at once
Check-In Special: unlocks a special every time a user checks in, rewarding repeat visitors
Loyalty Special: a digital version of the classic loyalty card
Mayor Special: rewards your single most loyal customer (the Mayor)
Worth a mention
SlideShare YouTubeVimeoDelicious
THE
DO’S AND DON’TS
DON’TS
Don’t # 1
Try to do everything at once
Don’t # 2
Use the wrong tone of voice
Don’t # 3
Lie (or post a statement without checking the facts)
Don’t # 4
Drink and post(and check what account you’re logged into!)
Don’t # 5
Ignore your customers
Don’t # 6
Forget legal
Don’t # 7
Spam people
DO’S
Do # 1
KISS
Do # 2
Add value
Use TweetScan to find keywords and engage
Retweet relevant tweetsTweet industry news, events, links to blogs
Crowdsource ideas
Customer service
Seen as experts
Brand awareness
Customer satisfaction
Do # 3
Identify your resources
Do # 4
Have a strategy
Step 1: Set your objectives and set up an account (reserve your name)Listen , observe othersAdd your social links to emails, business cards, website
Step 2:Follow lots of great people and retweet (add value)Begin to post contentExperimentDiscover your voice and online personality
Step 3:Start to look at other platformsResearch what is working with for competitors / in other industriesEngage in conversation (add value)Start to integrate platforms
Do # 5
Fully integrate
Do # 6
Develop Social Media Guidelines
Do # 7
Find your ROI formula
Do # 8
Consider crisis management
Do # 9
Have a content plan
Do # 10
Use Facebook’s targeting feature
Do #11
Use aggregators
Inbuilt analytics
Scheduling system
Easily view lists
Post to Twitter, Facebook etc simultaneously
Save time
Do # 12
Do Social Media on your mobile
Do # 13
Measure and track EVERYTHING
Do # 14
Be boldBe braveHave fun
FUTURE GAZING
2012 Key Digital Marketing Trends
• Local is the New Global - We are moving towards an era of real-time need for information relevant to where we are. Location based services will grow.
• Growth of NFC and QR Codes - More services and mobile devices with NFC chips will be released paving way to the new era of “tap & pay” commerce.
• Social commerce will become popular on mobile devices – New era of e-commerce, purchase directly from your Facebook account. With the introduction of Facebook’s mobile platform social commerce will become popular on mobile devices.
• Multi-channel marketing – increased integrated marketing with social media at the heart
• More than half of social networking sites’ usage will be on mobile devices - Social media happens in real time & people share content when it’s happening! As more people get smartphones and tablets, sharing content will move towards mobile devices.
QR Codes
App on mobile to scan codes
Drive directly to Facebook, website, voucher, video, exclusive content, product demo or service information
Let the store come to the people!
Blippr
App that enables images to act like a QR code
Enables interaction
Heinz
F-commerce
Used technical glitch to gain mainstream PR
POTENTIALLY
HELPFUL STUFF
Edelman DigitalMashableDigital FigaroSocial Media ExaminerEconsultancyAllfacebook.comTED.comAlltopFacebook’s Good Practise Guide50 Ideas on using Twitter for Business
Thanks!Caroline Bosher
www.carolinebosher.com
@carolinebosher
