How to harness social media case studies

The power of social media …and how your business can benefit

Ian Miller, Search Director@millerian

• Ian Miller, Search Director at Crafted

• Full service digital agency with a team of 40+

• Dedicated search team spanning social media, organic SEO, online advertising, analytics, copy

• Clients across a wide range of industries

Hello @millerian

crafted.co.uk @craftedmedia

What is social media?


What is social media?


But really it’s just a conversation


Easy to be impressed

• 1 in 7 of the earth’s population is an active Facebook user

• LinkedIn has 161 million members in 200 countries

• 100,000 messages are posted to Twitter every minute

• YouTube has 92 billion page views a month

• Over 20% of teens log into Facebook more than 10 times a day

Big numbers


But…


http://www.flickr.com/photos/garryknight/

“People commonly use statistics like a drunk uses a lamp post; for support rather than illumination.”

Mark Twain

The company

• Only 44% of customer questions on Twitter are answered within 24 hours

• 55% of companies ignore all customer feedback on Twitter and Facebook

• 42% of employers ban social media within the workplace

The customer

• Social media users who receive excellent customer service from brands spend on average 21% more than non-social customers

• 59% of Pinterest users have purchased an item they saw on the site

• 33% of Facebook users have purchased an item or service they saw on their news feed or a friend’s wall

So here are some that matter


How does my business get it right?


http://www.flickr.com/photos/pasukaru76

What your business is

interested in

What your customers

are interested in

So who’s done it well?


http://www.flickr.com/photos/pasukaru76





Think about the intersection of interest

• Social is meant to be shared, so why should it be?

• Are you adding value?

• Is there a call to action, or next step?

• Marketing or customer service, please pick one

• 100% commit

What do they have in common?


What could go wrong?


What could go wrong?


All is not lost..


Don’t interrupt conversations


Be careful, but not worried

• Think of how your message will be perceived, not how you meant it

• Social media is like a dinner party. Don’t be too loud, too boring or be self obsessed.

• Consider your audience, and what need you’re meeting

• Your customers are worried about themselves, not about your business

What can go wrong?


It can be used for good


Leverage the opportunity






3185 shares1545 tweets

Recommended reading


The important bits

• Activity needs to resonate with the consumer

• Consider social a customer service medium

• You need to measure social, but define your metrics. Remember, time isn’t free

• The business needs to empower people, not restrict

• It doesn’t have to be big-brand big ideas, keeping it simple works

5 things to take away


Ian Miller

Search Director

[email protected]

Ipswich Studio

32 Fore Street,

Ipswich, IP4 1JU

T. +44 (0) 1473 213222

E. [email protected]

www.crafted.co.uk

Thank you for listening

Any questions?

How to harness social media case studies

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