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Understanding Social Media: Workshop 1 is the first of social media series sponsored by the Anguilla Chamber of Commerce. Attribution: Share alike
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Workshop Agenda
• Social media: A definition• Social media timeline• Why companies use social media (what makes social
media a different form of marketing?)• Some tips to engage• downside of Social media• Tools of Social media• Best practices: case studies• Increasing presence with search engine optimisation.
What is Social Media
http://trevoryoung.posterous.com/social-media-in-a-tag-cloud-nutshell Thanks @EmLeary and @trevoryoung
Social media is…
• “web-based and mobile technologies used to turn communication into interactive dialogue.”
• “an umbrella term that defines the various interaction, and the construction of words, pictures, videos, and audio.” www.wikipedia.org
Social media is…
• 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.” Kaplan and Haenlein (2010).
Photo credit http://bosmol.com/wp-content/uploads/2011/07/2945559128_53078d246b.jpg
In other words
• Social Media is used to describe the continuous ubiquitous online conversations using:
• Social networking• Blogging• Microblogging• Podcasting• Synchronous chat• Video and audio• Wikis• Social photo and video sharing• And much more
Photo credit http://www.fanpilot.com/blog/wp-content/uploads/2011/08/social_media_clutter1.jpeg
Also understood by values of
• Openness• Community• Reciprocity• Conversation• Connectedness• Bottom-up • Sharable• Social
Social media enables web 2.0
Social media is NOT
• A fad… http://www.youtube.com/watch?feature=player_embedded&v=pkGIBIuiZcI
• News media
Photo credits Julia Amy Long
Time-Line
Companies use social media because…
• Face to face promo is getting too expensive• More efforts are being made to bring
conversation to online communities• Improve their customer appeal or reputation
so they follow the crowd• Increase brand awareness• Build engaging relationships
Their customers expect them to.- 93% of social media users believe a company should have a presence in social media. (Cone, Business in Social media Study, September 2008)
- 85% of social media users believe that a company should go further than just having a presence on social sites and should also INTERACT with its customers. (Cone, Business in Social media Study, September 2008)
Companies use social media because…
Specifically companies use Social media
To achieve business objectives:• Advertising• Human Resource• Communication / Collaboration• Personal Branding• Social Activism• Sales• Public Relations• Customer Service• Market Research
Some easy tips to engage
• Participation is key so make it easy• Sharing is a fundamental value so make it
sharable• Provide incentives to the participants• Entertainment is not a bad thing• Use promotional codes to track discounts• Do something nice for someone in your
social media circle, it adds value • Reward those that promote your business
(reciprocity)• Your brand your image, protect it, promote it
Some easy tips to engage
• Offer something Free or an incentive for your online followers…they keep coming back.
Testimonial
• Since using Facebook I have received 4,761 Likes (4,156 Followers) and 150 Talking Abouts (engaged users). This has greatly enhanced traffic to the site, audience engagement and strengthened relationships with readers. Today, Facebook rivals Google in top traffic referrers to Anguilla-Beaches.com.
Since using Twitter I have received 964 Followers (while only Following 78). This has significantly strengthened my ties to the larger travel and tourism industry. For example, ISLANDS Magazine reached out to me through Twitter, asking me to help write a Meads Bay article.
The downside - Warning…its live
• Think before you post, click or follow – its public• Washing your dirty laundry via social media could
cost you more than the clothes or detergent • Using social media launch an attach on a follower
or fan is just plain silly • Mistakes can quickly cascade• The customer has more power - power of the
masses.• Social media is NOT the answer to everything.
Tools of social media
Twitter anatomyTwitter users have developed short-form syntax to make the most of 140
characters. Here are the fundamentals.• Mention Once you've signed up and chosen a Twitter username, you and others can
mention an account in your Tweets by preceding it with the @ symbol, eg: "Glad your shipment arrived @janesmith!"
• RetweetWhen you see a Tweet by another user that you want to share, click Retweet below it to forward it to your followers instantly.
• MessageIf you want to privately Tweet to a particular user who's already following you, start your Tweet with DM or D to direct-message them, eg: "DM @joesmith234 what is your order number?"
• HashtagUsers often prepend # to words in their Tweets to categorize them for others eg: "Check out our new products for the Fallhttp://t.co/link2 #fallsale" Think of hashtags as the theme of your Tweet. Users can then click on a hashtag to see other similarly-themed tweets and find yours in search.
Twitter Tips
• Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
• Listen. Regularly monitor the comments about your company, brand, and products.• Ask. Ask questions of your followers to glean valuable insights and show that you are
listening.• Respond. Respond to compliments and feedback in real time• Reward. Tweet updates about special offers, discounts and time-sensitive deals.• Demonstrate wider leadership and know-how. Reference articles and links about the
bigger picture as it relates to your business.• Champion your stakeholders. Retweet and reply publicly to great tweets posted by
your followers and customers.• Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course,
a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?
• Source: Twitter.com
Evaluate your tweets
• Over 300 million users.
• Exceptional low cost marketing
• Consider opening a business fan page.
HOW TO: Set Up a Winning Facebook Fan Page
Facebook Fan Page
• consider securing your company’s username. • Special rules regarding usernames• if you reserve your company name for your
personal account, you won’t be able to use it for your Business Fan Page so you may want to create a Page before registering your company’s name.
• You might also want to consider running hyper-local ads on Facebook.
Facebook Fan Pages – Coke STORY
• Coke Fan page was started by two regular users• In seven months grew to 3.3 million fans• Facebook changed rules and didn’t allow users to
create branded pages• Coke teamed up with the creators of the page, flew
them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists
• Let your customers build your products• Be creative – do something unexpected
Activity Search for your competitors and
evaluate their Facebook presence. What types of Pages have they built? How many fans or “friends” do they have? Spend 5 minutes (per competitor) looking at their posts, photos and/or videos to understand how they’re using Facebook.
Business Blog- Many hosting and
platform options.- Wordpress.com and
Posterous.com offers easy approaches
A blog takes up a lot of time and resources so plan ahead how you intend to use blog space.
Blogging Tips
- Write interesting content that people would enjoy
- Integrate your social activity stream into blog.- Facebook and Twitter activity listed on blog
- Make it easier for your readers to re-tweet your blog posts.- Install plug-ins like TweetMeme button
Some other tools• Google Alerts –the news sent
to you!• RSS feeds – get the content
updated on your site• Googledocs – Free online
documents, forms, spreadsheets and collaboration
• Podcasting – the latest audio and video recordings on your iPod.
• Youtube
Case Studies: best practices
1. U.S. Chamber of Commerce
2. Virgin America
Search Engine Optimisation
Greater presence = Higher rankGreater participation = higher rank
• search engine optimization is the process of improving ranking in search engine results.
Source wikipedia.org
ACTIVITY– Establish link with a
local entity organisation that you would like to sponsor.• Social media plan -
campaign• Social media tools • Measuring success -
– use only social media to promote an event that you sponsor.
Workshops 2, 3, 4…
• Workshop 2 – Social Media marketing and promotion …… March 22, 2012Workshop 3 - Tweeting: A bird’s eye view ..…. April 5, 2012Workshop 4 – Facebook and LinkedIn for business ……. May 24, 2012Workshop 5 – Business blogging ……. June 21, 2012Workshop 6 – Web analytics ……. July 10, 2012
