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Women In Charge & Social Media Presentation by ali bullock Co-founder animals in photos Global Digital & Social Media Manager CX

Women inchrg2012

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Page 1: Women inchrg2012

Women In Charge & Social Media

Presentation by ali bullock

Co-founder animals in photos

Global Digital & Social Media Manager CX

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And you are… ?

Digital & Social media Marketing manager CX

Manage over 20 facebook fan pages, 300,000 fans, 100 Twitter followers, You Tube, Google+, Ren Ren and Sina-Weibo properties

Co-founder of animals in photos

“Asia’s foremost charity, wildlife photographer.”

Worked with or linked to, SPCA, HKDR, WWF, BORN FREE, AAF, ACRES, STOP HK, JANE GOODHALL, SPCA TAIWAN, ACRES, WSPA…

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Everything I say tonight are my own opinions and don’t necessarily reflect CX views

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Let’s start with marketing and how it has moved on… Well, for some.

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Women are big in Social Media.

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Cheryl Sandburg, COO of Facebook

Lady Ga Ga, 1 billion views on Youtube, 30 million likes on Facebook

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Facebook is about to pass 1 billion people… Even my Mum is on facebook!

“Hello Mum!”

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Social media matters more than ever to small businesses

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5 myths around social media

1. Social media doesn’t bring any money in

2. Social media is only for the big guys

3. I don’t have time

4. I don’t understand social media

5. I don’t have enough customers

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There is a Chinese saying, “Dig a well before you become thirsty.”

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Do you like what customers are saying about your brand?

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WORLD OF MOUTH WORKS…

“35% OF PEOPLE SURVEYED SAID THEY WOULD BE MORE LIKEY TO BUY A

PRODUCT IF THEY KNEW IT SUPPORTED A GOOD CAUSE.”

- THE ECONOMIST 2010

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Let’s talk social strategy

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Ultimately it’s about branding vs sales – And there can only be one winner

The hard part is the balance.

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5 steps to a successful social media strategy

1. Set your objectives

3. Engage your customers

2. Choose your platforms

5. Think before you post

4. 5 minute social monitoring tools

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For any SME, large company, social media has to make money…

It’s not an exact science people - No consultant, expert, speaker or agency has the perfect answer. As I don’t have the answer to this… Here’s a cute puppy to distract you.

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But seriously, no one has the answer to this question.

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Let’s start our social media strategy with a blank page.

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1. A Social Strategy: Where do I start?

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2. Choose your platforms

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Your objectives in social:

Brand presence

Sales

Knowledge expert

Customer service

Search visibility

ROITIME RISK

Facebook

Twitter

Linkedin

GOALS

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What do you see when you hit search?

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What does your customer see?

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2 core ways to impact search – Your web site and social media

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FaceBook

Step one: Create an FB page

Step two: Populate the page

Wall posts

Comments

Likes

Recommendations (Soon)

Page contact (Soon)

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We can target on social media if we wish with incredible accuracy:

1. Country2. Age3. Gender4. People who are / or are NOT

fans of the fan page5. Relationship status6. Education level7. Connected to friends of

friendsThe stronger your targeting, the more effective your adverts

FaceBook Adverts

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Twitter

1. Push out sales offers and news

2. @ replies – These are customers wanting to talk to you!

3. Good way to connect to influences, such as journalists and writers

4. Look for competitor keywords and use this to your advantage

5. Complaints and feedback: Again a great place to engage with people.

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20% of people make 90% of the tweets – No harm in listening…

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LinkedIn

LinkedIn is a great resource and the most business focused social network:

1. LinkedIn answers:Great place to ask and answer questions and engage with people.

2. Group discussions:Again a good place to read and comment on topics of interest

You can’t have to many connections on LinkedIn – Grab as many people as you can

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Google+ Brand page

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Google Maps and reviews – Integrating into Google +

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Next. Link your properties together…

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Finally, e-commerce & f-commerce. Making some money…!

- Create an online store if you don’t have one:

1. Bigcartel (free first 5 products)2. Shopify3. Amazon local business

- Link you store to your social media properties

- Create offer codes that you can use on social media

- Push “special offers” and “sale” items through your store

- Remember, a lot of people (especially in HK) will look at your online store, and if you have one come into your offline store. Numbers don’t always tell you the full story!

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5 minutes a day – Your guide to social monitoring

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3. Scan Twitter with Tweetdeck

4. Log into your Facebook page

2. Look for alert & signals

(Bonus) Enjoy the experience and post that cute dog picture

5. Reply and thank your FB fans

1. A cup of tea

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Google Alerts

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Tweet Deck (You need a Twitter account for this one)

1. Your own brand terms or name. Easy ones to respond to and thank people for a mention

2. @ replies – These are messages aimed at you and so they need a response.

3. Competitor or industry comments: A way to gain followers and sales!

4. Complaints and feedback: Again a great place to engage with people.

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You can post to Facebook in a variety of ways but in order to get the best placement in the newsfeed do it directly.

Remember a maximum 10% of people will see any particular post

FaceBook page: Remember to engage your fans!

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Bonus: Post that cute dog photo…

“Whoopie! More charity work…”

- Padstow (Rescue dog.)

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Be warned, social media carries risks and not just for big brands.

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A cautionary tale: Don’t over-promise on social media

Toronto-based Timothy's Coffee. In an effort last month to grow its Facebook fan base, the company ran a promotion saying that anyone who "liked" its page would receive four free 24-pack boxes of single-serve coffee. As the Toronto Star reports, this was rather generous, as these boxes retail for over $17 CAD each

A contest aggregating site picked up the promotion and, as you can imagine, responses poured in.

The problem was – Only a week into the contest did they say, “first come first served.”

Finally, the company issued a candid apology on its Facebook page: “We are so sorry!“This is our first go at this and we admit that we underestimated the response.“We are blown away that our fans love our coffee so much.“It really saddens us that we've disappointed our fans.“We apologize.”

Toronto-based Timothy's Coffee

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Social media overload: Remember to focus

- Don’t rush to every new platform just because its there and its shiny

- Remember to try new ideas, but someone has to pay for anything that you do. Look to the balance between brand and ROI.

- Try social media adverts – Generally a lot cheaper than print adverts but make sure you analyze how much traffic you get.

- Remember the golden rule, “social media isn’t free.”

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6 steps to a successful social media strategy

1. Set your objectives

3. Engage your customers

2. Choose your platforms

5. Think and evaluate before you post

4. Monitor every day

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Thank you for your time this evening

[email protected]

Padstow (rescue 1)Mini (rescue 3)

Ivy (rescue 2)

Penny (rescue 2)

The Boss. Mrs. B