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Social Media: Communicating the Message

Dr Jim HamillAlan StevensonVincent Hamill

www.energise2-0.com

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Our Brief…..

Using social media for ‘getting the message out there’ (and learning from the responses)

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What is Social Media?

But that is NOT what social media is about!

It is NOT just another form of direct marketing!

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What is Social Media?

Social media does provide many routes to reach an audience. The reach can be global, the audience huge, the impact game changing, all of this in real time and often with instant feedback on its effectiveness

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What is Social Media?

But it is NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are

Maybe – We are NOT the people

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Power Shift

Social Media Shifts Power

to the Customer

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Are You Listening?

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Worst Case Twitter Example

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@wtpwebdesign, Scotland

A web design, SEO, hosting and social media company

• Have sent 6,376 tweets• Approximately 50 per day; average 2 to 3 per hour• All tweets are direct messages about client web sites• Automated/looped broadcast tweets - no engagement, no

conversation• Following 13,823• Followers 13,017• Using automated follower/following software

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Sample Tweets – 50 per day 24/7

• ABC Construction Projects http://bit.ly/hdhd created by #WTP - 15 minutes ago

• Tin cans supplying a comprehensive range of Tin Cans http://bit.ly/tincans #WTP - 1 hour ago

• Best in the building industry http://bit.ly/bestinb #WTP - 1 hour ago

• The UK's Leading Elvis Tribute Band http://bit.ly/elvis #WTP - 1 hour ago

• The D. Company http://bit.ly/efujdZ #WTP - 2 hours ago

• PCL specialising in chemicals http://bit.ly/pcl #WTP - 2 hours ago

• Yet another one of our clients http://bit.ly/yetanother one #WTP - 2 hours ago

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What is Social Media?

New ‘mindsets’ are required to be successful in social media

‘BE SOCIAL BEFORE DOING SOCIAL’

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Key Things to Rememberand Some Advice for

‘Getting There’

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Key Things to Remember

• It’s social– A key feature is online democracy – with content being provided

by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

– Conversations are taking place relevant to your business• Power shift

– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success

• Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?

ENERGISE2-0.COMSource: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

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Key Things to Remember

• Pull v push– Consumers/users decide what information they wish to access

• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–

dialogue not broadcasting– But this is something that most of us are not very good at doing.

We prefer ‘telling’ people• SM ‘winners’ and ‘losers’

– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

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Key Things to Remember

• New performance measures– Business success depends on the quality of your customer base;

the strength of the relationship you have with quality customers; and your ability to leverage that relationship

– In a social media era, business success depends on the • Quality of your network• Relationship strength• Ability to leverage

• Social media monitoring/performance management tools

• The need for new business/marketing models

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

Insight and Impact

Involvement

InteractionIntimacy

Influence

19

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Monitoring the Conversations

• Use Social Media Monitoring Tools to monitor online conversations relevant to your brand – also for measuring the ‘buzz’ about your brand

• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat

• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar

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Houston – we have a problem

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Drop the ‘2011’ – more mentions

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But majority of mentions are from a few sources

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Key Things to Remember

The need for new business/marketing models

– Traditional approach:• Product development – Differentiate – Market and Promote -

Sell

– New model based on: • Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

• Engage and energise• ‘Create the Buzz’

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Progress Being Made and ‘Getting There’

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Progress Being Made

• Interest and enthusiasm among SMEs is growing rapidly - channels are being set up

• SMEs fall into three main groups in terms of progress made– Progressive Adopters – Cautious/ Experimental Adopters– Non Adopters

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Progress Being Made

• While some good progress is being made, there is a need for a more ‘strategic’ approach

• Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement

• More attention needs to be paid to organization, people, resource issues critical to on-going SM success

Social Media Planning Pays

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‘Getting There’

• Get More Involved– Google Alerts, Twitter, Social Media Monitoring Tools

• Learn more• Develop a strategy• Implement• Monitor

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SM Strategy Development

Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for

‘getting there’ Organisational, people and resource issues

Ensure that your social media strategy is fully alignedwith and supportive of your overall strategic goals and

objectives with clear targets and ROI criteria

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Key Questions to Address

• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from

social media? Are these fully aligned with and supportive of your overall business goals and objectives?

• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?

• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?

• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?

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Key Questions to Address

• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?

• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?

• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What

balance has been agreed between internal and external roles and responsibilities?

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Key Questions to Address

• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in

place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

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‘Be Customer Led’

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Be Customer Led

• Who are our customers, community, tribe?

• Where do they hang out in social media?

• How can we best engage with and energise them?

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www.mashable.com

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Bob Dylan

Come gather 'round peopleWherever you roamAnd don’t criticise

What you can't understandYour sons and your daughters

Are beyond your commandYour old road is

Rapidly agin‘Then you better start swimmin’

Or you'll sink like a stoneFor the times they are a-changin’

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About Energise 2-0

• Provide an integrated range of social media services for building sustained business growth and profitability, delivered to the very highest international standards and fully customised for your business

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Thank YouQuestions

www.energise2-0.com

ENERGISE2-0.COM

www.energise2-0.com