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by Mark Evans, presented at the social media event Conversations, Connections & Opportunities, by Visability.ca on May 27, 2010
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Marketing, Communications and Public Relations 2.0
Social Media Magic Doesn’t Happen
Conversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a BroadcastConversation vs. a Broadcast
Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?Why is Social Media a Big Deal?
Engage and have conversations with consumers
Build stronger relationships
Monitor your brand and products
Improve customer service
Competitive intelligence
The Benefits of Social Media
FacebookFacebookFacebookFacebook: 485M registered users; 225M in October 2009
TwitterTwitterTwitterTwitter: 79 million users; 5million a year ago
YouTubeYouTubeYouTubeYouTube: Delivering 2B streams/day, compared with 1B in October 2009
LinkedInLinkedInLinkedInLinkedIn: 65 million members
13.2 million Facebook users in Canada, 7th-largest population globally
3M Twitter users
57% of online Canadians use social networks at least once a month; 82% of Gen Y consumers use social networks each month
How Canadians
Use
Social Media
Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace Yet, many companies are still afraid to embrace social media. social media. social media. social media.
Why?Why?Why?Why?
Don't understand itDon't understand itDon't understand itDon't understand it
Don't know how much it will costDon't know how much it will costDon't know how much it will costDon't know how much it will cost
CanCanCanCan’’’’t see how to measure ROIt see how to measure ROIt see how to measure ROIt see how to measure ROI
ANDANDANDAND
Many services are free butMany services are free butMany services are free butMany services are free but……………………....
It takes time, money and resources to implement and effectively run social media
programs.
Social media well is far from glamorous. It takes time and involves a lot of blocking and tackling on a daily basis.
It’s A Lot of Work
Yes, butYes, butYes, butYes, but…………
The tools are cool but even the best tools are worthless without a clear goal of what and how they should be used.
WrongWrongWrongWrong
It needs to be integrated into your It needs to be integrated into your It needs to be integrated into your It needs to be integrated into your marketing and sales activitiesmarketing and sales activitiesmarketing and sales activitiesmarketing and sales activities
Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the Social Media is All About the
NumbersNumbersNumbersNumbersNumbersNumbersNumbersNumbers
NopeNopeNopeNopeNopeNopeNopeNope……………………Size DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize DoesnSize Doesn’’’’’’’’t Mattert Mattert Mattert Mattert Mattert Mattert Mattert Matter
ROI depends on how ROI depends on how ROI depends on how ROI depends on how youyouyouyou define investmentdefine investmentdefine investmentdefine investment
ThatThatThatThatThatThatThatThat’’’’’’’’s Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Toos Wrong, Too
Social Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three StepsSocial Media in Three Steps
DiscoveryDiscovery
StrategyStrategyStrategyStrategyStrategyStrategyStrategyStrategy
TacticsTacticsTacticsTacticsTacticsTacticsTacticsTactics
Blogs…Still Alive and Well
Jeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff WienerJeff Wiener
� Easier and quicker than a blog; multiples updates per day
� Lets you be part of the conversation; real-time discussions
� Can be used for a variety of purposes such as customer service, feedback/suggestions,
news/info updates
Source: Sysomos
Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)Facebook Users (Globally)
Canadians Love Watching VideosCanadians Love Watching Videos
Sadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough CompaniesSadly, Not Enough Companies
Monitoring/MeasurementMonitoring/MeasurementMonitoring/MeasurementMonitoring/Measurement
- Activity
- Sentiment
- Demographics
- Location
- Web Site Traffic
- Leads
- Sales
What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?What Do You Measure?
Mark Evans
ME Consulting: www.markevans.ca
Phone: 416-669-7028
Twitter: @markevans
Blogs: markevanstech.com, twitterrati.com