MSVU – Social Media Place in Communications Plan.

MSVU – Social Media Place in Communications Plan

Marketing Design Activity

The Revolution will not be televised~ Gil Scott Heron

The Revolution will not be televised~ Gil Scott Heron

Media Proliferation

Today, media is fragmented

13,500 radio stations (4,400 in 1960)

17,300 magazine titles (8,400 in 1960)

82.4 TV channels per home (5.7 in 1960)

And the Web:

Millions of sites

Billions of pages

The conversation is The conversation is notnot::

• controlledcontrolled

• organizedorganized

• ““on messageon message””

The conversation The conversation isis::

• organicorganic

• complexcomplex

• speaks in a speaks in a human voicehuman voice

Social media is Social media is not a strategynot a strategy or a or a tactictactic – – it’s simply a it’s simply a channelchannel..

SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED

The Social media conversation

The The power power to to define define and and control control a a brand brand isis shifting shifting from from corporationscorporations and and institutionsinstitutionsto to individualsindividuals and and communitiescommunities..


Social media is changing our world

It is about putting the “It is about putting the “publicpublic” back in ” back in Public Relations Public Relations and realizing that and realizing that focusing on important markets and influencers will have a far greater focusing on important markets and influencers will have a far greater impact impact than trying to reach the masses with any one message or tool.than trying to reach the masses with any one message or tool.

Brian Solis, Brian Solis, The Social Media ManifestoThe Social Media Manifesto


Small markets are the new mass market

9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying decisions#1 aid to buying decisions - - JC JC Williams GroupWilliams Group

8787% % trust a friend’s recommendation trust a friend’s recommendation over critic’s review - over critic’s review - Marketing SherpaMarketing Sherpa

33 times more likely to times more likely to trust peer opinions over advertising for trust peer opinions over advertising for purchasing decisionspurchasing decisions - - Jupiter Research Jupiter Research

11 word-of-mouth conversation has word-of-mouth conversation has impact of impact of 200 TV ads200 TV ads - - BuzzAgentBuzzAgent

* Slide courtesy of Digital Influence Group* Slide courtesy of Digital Influence Group


Social media influences people

Social media sites are the fastest-growing category on the web, doubling their Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. traffic over the last year.

• 7373% of active online users have % of active online users have read a blogread a blog

• 4545% have started % have started their own blogtheir own blog

• 3939% subscribe to an % subscribe to an RSS feedRSS feed

• 5757% have joined a % have joined a social networksocial network

• 5555% have uploaded % have uploaded photosphotos

• 8383% have watched % have watched video clipsvideo clips

Universal McCann’s Comparative Study on Social Media Trends, April 2008. Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other 17,000 respondents from 29 countries, *using internet at least every other dayday


People are using social media

4040% of Canadian internet users have % of Canadian internet users have visitedvisited a community or social networking a community or social networking sitesite

2222% of Canadians % of Canadians over 60over 60

5050% of Internet users % of Internet users under 30under 30

2525% of users % of users 25-2925-29 do so daily do so daily

4343% % EnglishEnglish speaking Canadians and speaking Canadians and 24%24% of of FrenchFrench speaking Canadians visit these sites speaking Canadians visit these sites


Canadians are using social media


How you can use social media

Integrating online social media into your overall communication planIntegrating online social media into your overall communication plan

"Integrate" is one of those buzzwords that earned its way to the top of the truism list. The point's "Integrate" is one of those buzzwords that earned its way to the top of the truism list. The point's been made but it's foundational, that any communications strategy begins with a consideration of:been made but it's foundational, that any communications strategy begins with a consideration of:

GoalsGoals: what you're trying to make happen. For an NGO they : what you're trying to make happen. For an NGO they mustmust fall into either category a: fall into either category a: advancing our mission or category b, sustaining our organization (i.e. raising $$$). advancing our mission or category b, sustaining our organization (i.e. raising $$$).

Audiences Audiences = = Try not to reach too many audiences, or too large a number of individuals; go deep, Try not to reach too many audiences, or too large a number of individuals; go deep, not broad (as marketers would say, segment)--the more we are able to segment our audiences the not broad (as marketers would say, segment)--the more we are able to segment our audiences the better we can understand them and imagine their thoughts, feelings, needs. We usually say that better we can understand them and imagine their thoughts, feelings, needs. We usually say that you have a good sense of your audience when you know what they care most about and how best you have a good sense of your audience when you know what they care most about and how best to reach them--i.e..... what channels are most appropriate. to reach them--i.e..... what channels are most appropriate.

Messages versus conversationsMessages versus conversations

Communications that involve participation, activation or strengthen use social media Communications that involve participation, activation or strengthen use social media tools tools

Consider the action you want them to take an situated by social media vechile ..link outConsider the action you want them to take an situated by social media vechile ..link out

Trade off expense..brochure vs picture uploads of eventsTrade off expense..brochure vs picture uploads of events

How you can use social media

• Learn Learn what people are saying what people are saying about youabout you

• CreateCreate buzz buzz for events & campaignsfor events & campaigns

• Increase Increase brand exposurebrand exposure

• Identify and recruit influencers to Identify and recruit influencers to spread your messagespread your message

• Find Find new opportunities new opportunities and and customerscustomers

• SupportSupport your products and services your products and services

• Improve your Improve your search engine visibilitysearch engine visibility

• Gain Gain competitive intelligencecompetitive intelligence

• Get your Get your message out fastmessage out fast

• Retain clients by establishing a Retain clients by establishing a personal relationshippersonal relationship

• Be an Be an industry leader industry leader – not a follower– not a follower


Social media is practical

ReachReach

• Website visits / viewsWebsite visits / views

• volume of reviews/commentsvolume of reviews/comments

• Incoming linksIncoming links

Action & InsightAction & Insight

• Sales inquiriesSales inquiries

• New businessNew business

• Customer Satisfaction / loyaltyCustomer Satisfaction / loyalty

• Marketing efficiencyMarketing efficiency

Engagement & InfluenceEngagement & Influence

• Sentiment of reviews/commentsSentiment of reviews/comments

• Brand affinityBrand affinity

• Commenter authority/influenceCommenter authority/influence

• Time spentTime spent

• Favourites / Friends / FansFavourites / Friends / Fans

• Viral forwardsViral forwards

• Number of downloadsNumber of downloads


Source: The Digital Influence Group, Measuring the Influence of Social Media

Social media is measurable

10 KEYS10 KEYSTO TO SOCIAL MEDIA SOCIAL MEDIA

SUCCESSSUCCESS

KEYS TO SUCCESSKEYS TO SUCCESS

Experiment personally before Experiment personally before professionallyprofessionally

Try a variety of social media toolsTry a variety of social media tools

Be yourself, make some friends, and Be yourself, make some friends, and shareshare


1. Experiment with social media

Spend time upfront planning how Spend time upfront planning how you will use social mediayou will use social media

Think POST:Think POST:

• PeoplePeople

• ObjectivesObjectives

• StrategyStrategy

• TechnologyTechnology


2. Make social media central

Find where your audience is Find where your audience is participating and identify the participating and identify the influencersinfluencers

Read industry blogs (including Read industry blogs (including comments)comments)

Google your company name & your Google your company name & your competitioncompetition

Find tools that can help you listenFind tools that can help you listen


3. Listen before participating

Avoid puffery Avoid puffery (people will ignore it)(people will ignore it)

Avoid evasion and lyingAvoid evasion and lying(people won’t ignore it)(people won’t ignore it)

Companies have watched their Companies have watched their biggest screw-up's rise to the top 10 biggest screw-up's rise to the top 10 of a Google searchof a Google search

Admit your mistakes right awayAdmit your mistakes right away


4. Be transparent & honest

Don’t be afraid to share. Don’t be afraid to share. Corporations, like people, need to Corporations, like people, need to share information to get the value share information to get the value out of social media out of social media

Make your content easy to shareMake your content easy to share

Incorporate tools that promote Incorporate tools that promote sharing:sharing:

• Share This, RSS feeds, Email a Share This, RSS feeds, Email a friendfriend


5. Share your content

Don't shout. Don't broadcast. Don't shout. Don't broadcast. Don’t brag. Don’t brag.

Speak like yourself – not a Speak like yourself – not a corporate marketing shill or corporate marketing shill or press secretarypress secretary

Personify your brand – give Personify your brand – give people something they can people something they can relate to.relate to.


6. Be personal and act like a person

Think like a contributor, not a Think like a contributor, not a marketermarketer

Consider what is relevant to the Consider what is relevant to the community before contributingcommunity before contributing

Don’t promote your product on Don’t promote your product on every postevery post

Win friends by promoting other Win friends by promoting other people’s content if it interests youpeople’s content if it interests you


7. Contribute in a meaningful way

Don’t try to delete or remove Don’t try to delete or remove criticism (it will just make it worse)criticism (it will just make it worse)

Listen to your detractorsListen to your detractors

Admit your shortcomingsAdmit your shortcomings

Work openly towards an explanation Work openly towards an explanation and legitimate solutionand legitimate solution


8. Learn to take criticism

Don’t wait until you have a Don’t wait until you have a campaign to launch - start planning campaign to launch - start planning and listening nowand listening now

Build relationships so they’re ready Build relationships so they’re ready when you need themwhen you need them


9. Be proactive


You need buy in from You need buy in from everyone in the organizationeveryone in the organization

Convince your CEO that social Convince your CEO that social media is relevant to your media is relevant to your organizationorganization

Get your communications Get your communications team together, discuss the team together, discuss the options, then divide and options, then divide and conquerconquer

10. Accept you can’t do it all yourself

Three Take Aways

Peer-to-peer discussions are more influential than the mass mediaPeer-to-peer discussions are more influential than the mass media

Participate by enabling and feeding the conversationParticipate by enabling and feeding the conversation(follow the 10 keys to success)(follow the 10 keys to success)

Be transparent & honestBe transparent & honest

MSVU – Social Media Place in Communications Plan.

Documents

social media slide

social media sites

social media trends

social media influences

human voice social media

social network57

msvu social media place

media proliferation