Ten Keys to using Social Media Successfully - LIW 2010
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getting started with
social media
Sponsored by:
Sponsored by:
what is social media?
Is it this?
It’s actually this….
Powered by this…
Social media is not a strategy or a tactic – it’s simply a channel.
Social media is a conversation online.
Look who’s talking:o your customerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet
access and an opinion.
How can Social Media be used?
• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding
It’s not just marketing…
but
does Social Media
work?
Social media influences behaviour
o 91% say consumer reviews are their top aid to buying decisions
o 87% trust a friend’s recommendation over critic’s review
o People are 3 times more likely to trust peer opinions over advertising for purchasing decisions
* Slide courtesy of Digital Influence Group
Selectives
Mavens
ButterfliesWallflowers
Engagement dbase July 2009 – Top100 BrandsWetpaint & Allimeter
Engagement correlates with performance
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10 Keys
to Social Media
success
1. Experiment with social media
• Experiment personally before professionally
• Try a variety of social media tools
• Be yourself, make some friends, and share
2. Make a plan1. Discovery – explore what’s out there
2. Strategy – opportunities & objectives
3. Skills – identify internal resources & gaps
4. Execution – tools & process
5. Maintenance – monitor, measure & adapt
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
3. Listeno Find where your audience is
participating and indentify the influencers
o Read industry blogs
o Google your company name & your competition
o Use free tools that can help you listen
4. Be transparent & honest
o Avoid puffery
o Avoid evasion and lying
o Admit your mistakes right away
5. Share your contento Don’t be afraid to share
o Make your content easy to share
o Incorporate tools that promote sharing
6. Be generouso Think like a contributor, not a
marketer
o Consider what is relevant to your community
o Promote other people’s content if it interests you
7. Be personal and act like a person
o Don't shoutDon't broadcastDon’t brag
o Speak like yourself
o Personify your brand
8. See criticism as an opportunity
o Don’t try to delete or remove criticism
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and solution
9. Be proactive
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
10. Accept you can’t do it all yourselfo Get buy in from the organisation
o Convince senior team that social media is relevant to you
o ‘Divide and conquer’ within your team
o Recruit more help if needed
So many social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds
Social networking sites
o Fastest growing social network
o 24 million members in UK
o Powerful tools to engage and understand your audience
Facebook Pages
o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in newsfeed
Facebook Advertisingo Facebook ads give you the ability to advertise
directly to specific demographic groups
Facebook Advertising - Targetingo Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
Facebook Advertising – Analyticso Facebook Insights provides information about your ad campaign
o Use this information improve your campaign
Facebook Connect
Make you website more social by integrating with Facebook
Like buttons to attract fans
Add the ‘like button’ to your website and emails
things to do…1. Create a page to promote your brand
2. Attract more fans with a contest
3. Encourage a discussion and participate frequently
4. Share and add value for your fans
5. Have a clear plan for content
please don’t…
1. Create a page and fail to maintain it
2. Use hard sell approach & talk too much about yourself
3. Censor comments
4. Spam fans with too frequent messages
5. Believe that ‘if you build it they will come’
Getting the best from blogs
1. Transparent2. Relevant3. Be active4. Engage in dialogue5. Lots of links
Twittering for business
o Personal broadcast systemo Marketing, public relations and
customer service o Give your brand a voice within
the communityo Share timely informationo Personify your brand
getting you started…
1. Find and share useful content
2. Pose questions and reply to others
3. Keep it fun - put a friendly face on your brand
4. Use a photo and keep your bio complete & updated
5. Know what people are saying about your brand
things to avoidDON’T…1. Sound like a press release – you’re in a social space
2. Spam with constant links to your website
3. Post useless information – who cares what you had for lunch
4. Worry that you don’t have many followers… it takes time
5. Follow thousands of people just to get more followers
Using video sharing in business
1. Instructional2. Meet the team3. Behind the scenes4. Events5. Testimonials6. Entertain
The Old Spice Guy goes viral
o Fastest ever growing online viral video campaign
o 6.7 million views after 24 hours,o 23 million views after 36 hourso Isaiah Mustafa replied to 186
online comments and questionso Sales increased by 107%
Free analytics to measure success
Photo sharing for business
o Showcase eventso Meet peopleo Behind the scenes shotso Run competitionso Reveal new productso Encourage customers to
share
The future… geo-location services
o Share locationso Reward attendanceo Leave recommendationso Link to other people
The future?
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10 keys to
success
In summary…o Experiment with social mediao Make a plan (& plan your
content!)o Listeno Be transparent & honest o Share your contento Act like a persono Be generous o See criticism as an
opportunityo Be proactive o Accept you can’t do it all
yourself
Sue Anstiss 01628 630363
sue@promotepr.com@sueanstiss
linkedin.com/in/sueanstisswww.promotepr.com
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