Social Media in 30minutes for OCMC

SM in 30 Minutes for OCMC

Agenda• Background on Social Media• Sample Cases of SM in business• Impact on a marketing case• Q and A

What…it is• Social media are media for social

interaction, using highly accessible and scalable publishing techniques.

• Open and transparent communications that anyone can author, view and share across the hall or around the world

Many Outlets and Forms

• Provides closer connections and stronger relationships

• Facilitates word-of-mouth marketing and improves customer service

• Numerous case studies prove that digital marketing it is viable and should be factored into any campaign or go-to-market plan

Why the Buzz?

Social Network Uptake

• Are you listening & learning?• How will you engage in the conversation?• What commitment will you make to the

engagement?

People are Talking

Marketing/Sales Examples• Pythian - Remote Database Management

• Free and open online help and tips• Google “chopt utility”• Tweet your Oracle questions with #pythian

• Circle de Soleil• Insiders club – advance reviews for bloggers

with large followers• Jet Blue

• Separate Twitter account (jetbluecheeps) for budget conscious buyers (100k followers)

• Starbucks: MyStarbucks idea• Crowd sourcing new product suggestions• Product line expansion – by customers and by vote

• News Gathering: iReport for CNN• User captured photos, videos posted and RUN on

cnn.com• Authentic, real-time and really cheap

• Salesforce.com: Knowledge as a Service• Bringing Twitter feeds of keywords right into online

CRM

Service/Operations Examples

• The Crème Brulee Cart- Connecting and location

• Bill Meyer, McKellar Williams – connecting, research and presales & sales

• Ottawa 67s – connection, promotions and experience

The Little Guys

• Direct access to customers• Broad, targeted and sometimes

viral reach to customers and stakeholders (usually at lower cost)

• Easy to measure and justify to the CEO

• Can be applied through the entire customer lifecycle

SM means…

• Increase awareness• Improve customer service• Increase brand loyalty• Build better products• Reach influencers• Communicate with new segments• Develop credibility• Humanize the company

What to look for in your Case

Focus on Objective First

Blog Facebook Twitter YouTube

Awareness

Customer Service

Brand Loyalty

Product Development

PR – Influencers

• Results don’t happen over night• Takes a commitment

It Takes time

• Monitor• What are people saying?

• Measurement• Gross Views• Connections• Audience engagement• Social Media Referrals• Social Media Conversations

Monitor and Measure

Searchenginewatch.com, July 2010

• Tools for listening and monitoring• Google Alerts• Twitter Search• Twitter dashboard – Tweetdeck or HootSuite

• Socialmention.com• Google Analytics or Woopra• Radian 6 - $500/mos

Measure & Monitor

• Mashable.com• Casestudiesonline.com• Mitch Joel - www.twistimage.com/blog/• Seth Godin –

www.sethgodin.typepad.com/

• You can also follow these sources on Twitter

Suggested Sources

• Community Managers• Lots of new hires for individuals to engage in

the social networks where customers are• On the subject of distance meetings and

education• Discussed Ustream but other options include

DimDim or the Camtasia products, Jing is one

A Few More Things….