Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Women inchrg2012
1. Women In Charge & Social Media
Presentation by ali bullock
Co-founder animals in photos
Global Digital & Social Media
Manager CX
2. And you are… ?
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…
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
3. Everything I say tonight are my own opinions and don’t necessarily reflect CX views
4. Let’s start with marketing and how it has moved on… Well, for some.
9. 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
10. There is a Chinese saying, “Dig a well before you become thirsty.”
11. Do you like what customers are saying about your brand?
12. 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
14. Ultimately it’s about branding vs sales – And there can only be one winner
The hard part is the balance.
15. 5 steps to a successful social media strategy
1. Set your objectives
2. Choose your platforms
3. Engage your customers
4. 5 minute social monitoring tools
5. Think before you post
16. 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.
21. Your objectives in social:
Brand presence
Sales
Knowledge expert TIME ROI RISK G
O
Customer service A
L
Search visibility S
Facebook
Twitter
Linkedin
26. FaceBook Adverts
We can target on social media if
we wish with incredible accuracy:
1. Country
2. Age
3. Gender
4. People who are / or are NOT
fans of the fan page
5. Relationship status
6. Education level
The stronger your targeting, the 7. Connected to friends of
more effective your adverts friends
27. 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.
28. 20% of people make 90% of the tweets – No harm in listening…
29. 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
33. 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. Shopify
3. 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!
34. 5 minutes a day – Your guide to social monitoring
35. 1. A cup of tea
2. Look for alert & signals
3. Scan Twitter with Tweetdeck
4. Log into your Facebook page
5. Reply and thank your FB fans
(Bonus) Enjoy the experience and post
that cute dog picture
37. 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.
38. FaceBook page: Remember to engage your fans!
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
39. Bonus: Post that cute dog photo…
“Whoopie! More charity
work…”
- Padstow (Rescue dog.)
41. 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: Toronto-based Timothy's Coffee
“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.”
42. 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.”
43. 6 steps to a successful social media strategy
1. Set your objectives
2. Choose your platforms
3. Engage your customers
4. Monitor every day
5. Think and evaluate before you post
44. The Boss. Mrs. B
Penny (rescue 2)
Ivy (rescue 2)
Padstow (rescue 1)
Mini (rescue 3)
Thank you for your time this evening
alibullock@gmail.com
Notes de l'éditeur
TURN ON SLIDE SHOW > PRESENTER VIEW!!!
I have two great passions, social media and photography. Working or Cathay Pacific is a privilege and I’m richly rewarded with opportunities to expand my knowledge in social media. We founded animals in photos to take photos and help the wider community. It’s a simple name, for a simple task.
In some ways I’m a little sad. These suits were pretty cool in those days…
I wasn’t so sure about Lady GaGa, until I realized that she has a bigger presence than President Obama. Now, that’s not bad.
Social media doesn’t bring any money in:
I’m going to take you through the steps I would do from a blank page to a social media presence
Where do I start?As you can see there is a lot of social media out there to choose fromIt critically important to set your objectives and ask, do I want to be in social media?Understand:Start slowly and work your way up1. What do you want to achieve in social media (new customers, retention, a competitive model?)2. How much money do you want to spend on this area?3. Are you social?4. How will you measure success – Set goals and people to look at it for you.
- What is your objective: Pick one then pick a secondary objective but key to being social is knowing why you want to be thereIn reality you probably need to think about all of the aboveThese are no different to your general marketing goals
Customers:Your customers are on social media – So listen to them, reward them and engage with them. Word of mouth:This is caught on Tweetdeck and even though it was not a Firm client, they reached out to the lady and offered to help.Help was given, hair fixed and the lady tweeted out to her 10,000 followers, “Pauline @ The Firm saved my nightmare!”Monitor and respond:Several re-tweets (so amplifying the message) and positive word of mouth6 calls to the Firm to book appointments
With new forms of social search, social advertising underpinning the social landscape we as advertisers know more and more about consumers and their interests.
Tweetdeck: Scans Twitter by keyword(Also free)
Tweetdeck: Scans Twitter by keyword(Also free)
Do you need LinkedIn?I left this one to the end because for an SME its as important as FacebookYes. Out of any social networks for SME’s this is as important as Twitter and FacebookHaving an up to date profile is essential for networking and looking for new businessGroups are over-looked but are a fabulous way of getting free insights and views from professionals
Do you need Google+ ?Yes and no. More and more Google will push Google+ results to the wider search market Having a presence will boost your Google business rankingNo. Its not used as much as the other networks
If you have a business address make sure you are listed on Google business and Google maps!How else do you expect people to find you???!- Google maps along with all Google properties are bing tied together – Why does this matter to me? Because you will see these results more and more in your search results and more importantly your customers will see them
You’ll notice that I link my Twitter and Linkedin profiles to my personal pages but for Facebook I link to the fan page (there are a load of nutters out on the internet…)
So how do we make money from social media? 1. Post and engage with news and in offers to products and look at the traffic that you drive to your store 2. Have a tab on your FB page that links to your store 3.
Social media may be new but the concept isn’t. The factors of success are what they have always been, honestly, empathy a great product and a desire to take risks with your brand. But ultimatley it all comes down to listening and serving your customers.Maybe these guys aren’t so out of fashion after all.
Yes. Its freeYes. You can monitor your brand / online profileYou can have as many alerts as you want around as many keywords as you want
Tweetdeck: Scans Twitter by keyword(Also free)
With new forms of social search, social advertising underpinning the social landscape we as advertisers know more and more about consumers and their interests.
There is of course a serious point to this slide: Working with a charity can gain you a lot of good followers, fans and exposure if used correctly:RULE NUMBER 1: DO NOT GIVE NAYTHING AWAY FOR FREE, CHARITY OR NO CHARITYYou get to reach a new audience through their fans (who are always highly motivated.Great word of mouth – But push the charity, we need to move beyond “a logo on a poster.”A way to network and meet new customers and stakeholders
Consumers lashed out, on the company’s Facebook page and in blogs. One blogger claimed Timothy’s deleted nasty comments from its page. Lesson learnt – If you want to give something away (seemly for free) then work out the cost of that fan acquisition or give-away