Social Media Marketing Guide
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The document discusses key concepts in social media marketing. It outlines 4 learning objectives focused on understanding social media tools and strategies. It then covers trends in social media like the rise of mobile and visual content. The document emphasizes listening to customers, connecting through conversations, adding value, and measuring engagement and impact. It argues that ignoring social media can negatively impact brands by missing customer feedback, ceding ground to competitors, and losing credibility during crises.
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Social Media Marketing Guide
- 2. Learning Objectives 1. To learn about a variety of social media tools to help us listen, connect, add value and measure. 2. To identify a strategy for roll-out of social media in my organisation. 3. To learn from successful social media practitioners and organisations. 4. To understand how to use social media tools to nurture a community of fans and followers. 2
- 3. Module 1: Key Trends in Social Media 3
- 4. Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k 4
- 5. 5
- 6. From Twitter to Front page 6
- 7. Lessons • 1-PERSON: A single person with a smartphone can make a huge impact globally • 2-WAY: Some characteristics of social media: speed, amplification, pass-along value, archival, offers instant feedback and more engagement • LIKE-ME: People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic 7
- 9. "In a short period of time the Concordia ship will pass very close. A big greeting to 9 my brother who finally gets to have a holiday….” Facebook update of sister to head-waiter of ship
- 11. It’s not the tools or the technology, it’s the story 11
- 12. The Internet circa 1993 12
- 14. The Old Media World 14
- 15. The New Media World Press Community Investors Customers Employees MESSAGES Competitors Prospects Analysts Partners 15
- 16. Newsmakers have gone social 16
- 17. 17
- 18. 18
- 20. Arby’s tweet at Grammys 2014 20
- 21. Celebs have reach + influence Twitter: @LisaSurihani : 1,993,233 Followers @Shaheizy_Sam : 1,475,740 Followers Facebook Fan Page: Lisa Surihani : 2,880,184 likes Shaheizy Sam : 1,632,897 likes Twitter: @bharianmy @StarOnline @hmetromy @umonline @sinaronline : 660,465 Followers : 318,551 Followers : 209,323 Followers : 147,718 Followers : 116,768 Followers Facebook Fan Page: Berita Harian : 1,010,932 likes Utusan Online : 865,215 likes Sinar Harian : 761,339 likes Harian Metro : 726,043 likes TheStarOnline : 116,504 likes * As of Feb 3, 2014 21
- 22. Force 1: Rise of access *Mobile penetration: 146.1% **Internet penetration: 60.7% 22 *Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com
- 23. Force 2: Media fragmentation Mass media >>> Masses of niche media Opinion forming elite • One-way, one-to-many • Sole or few sources dictating schedules and headlines from topdown. • Very little engagement or feedback encouraged and even these are edited. Here it is, you decide • Many-to-many • Bloggers, tweeters, podcasters, aggregators, producers, commenters post in near real-time • Many sources engage in the conversation from grassroots-level. 23
- 24. Force 3: Diverse media options Then Now Word-of-mouse Word-of-mouth Email Print: eg. news, direct mail, Websites, Forums, Chat rooms newsletters, magazines Blogs eg.Wordpress, Blogger, Tumblr Broadcast: TV, radio Social networks Advertising eg. Facebook, LinkedIn, G+ Public relations Microblogging eg. Twitter Telephone Video-sharing eg. YouTube Direct Mail Podcasts Contests Mobile apps eg. iPhone, Android, iPad, Tablets Research reports Video chat eg. Skype, Facetime, Face-to-face Hangout Search Engine Marketing Viral marketing 24
- 25. 25
- 26. What’s social media? One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. 26 26
- 27. …it’s people connecting online 27
- 28. What is social networking and social media? • Social networking in Plain English http://www.youtube.com/watch?v=6a_KF7TYKVc • Social media in Plain English http://www.youtube.com/watch?v=MpIOClX1jPE Copyright: Lee & Sachi LeFever, CommonCraft.com 28
- 29. 29
- 30. Where Is Everyone? F. L. Y. T. B. G. 30
- 31. Why social media? • 1.11b active users* • Malaysia: >13.6 million** • 225m active users • Malaysia: >1.162m • 1b unique users/month • 4 billion views daily • 72hrs of video uploaded/1 min • 554m users+ • Malaysia: 1.128 million++ • > 200m bloggers • > 300m active users • Malaysia: ? Sources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013), +StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube 31
- 32. Why social media? 1. What our peers say about you matters - we trust what our friends say about your brand online 2. Online recommendations translate into purchases - MarketingProfs survey: 73% learn about a product online and 51% purchase a product based on an online recommendation. 3. You must provide a great customer experience 4. Permission is key - People who like a brand on Facebook, follow a brand on Twitter are more likely to buy and recommend. 5. Social Media Marketing is a commitment - You must listen and respond. Be consistent, patient. 32
- 33. Can we ignore social media? 33
- 34. There will be consequences… 34
- 35. 1. You won't know what people are saying about you The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening. 35
- 36. 2. You won't know what's going on Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7. If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering. 36
- 37. 3. No one knows the real you • Someone may already be squatting on your brand and spewing false corporate messages • If you don't secure your brand accounts on Twitter, Facebook, no one will know if it's real or fake. Get out there with your own voice and establish a reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand. 37
- 38. 4. When you need a voice, you won't have any credibility • Typically, organizations only think of a blog or a Twitter account, after a crisis hits. • Whether you're talking online or off, it takes months – even years – to establish trust in a relationship. • You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there. 38
- 39. 5. You're giving away a competitive advantage • Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you. • They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can. 39
- 40. Why use social media? “Fish where the fish are!” Users are spend more time in social networks rather than portals or destination sites. Reach more people: Introduce new users to your services or products through conversation Spread your message and agenda: Embed on blogs, social networks, video sites proactively 40
- 41. 41
- 42. 4-step social media guidance Step 1: Listen What are people saying about your brand online? Who’s saying what? Who comments and responds? What they say and how they say it. 42
- 43. Step 2: Connect Make friends – one at a time Participate in conversations and find your voice Observe comments and reactions, if any Do not dominate the conversations! 43
- 44. 2/3 of the economy now influenced by personal recommendations – McKinsey&Co 44
- 45. Step 3: Add value Find unique and genuine ways to reach out to help. Bring authority and credibility to the conversation. Do not flood streams with marketing messages! 45
- 46. Step 4: Measure Track pageviews, unique visitors, downloads, embeds, subscribers, followers, fans Cost savings, sales and call-to-actions Weigh sentiment, positive vs negative comments, issues resolved, feedback received 46
- 47. Key trends in social media marekting in 2014 • • • • • Mobile first Visual: Rise of videos, photos H2H: Humanizing the experience wins ROI: right content, right context = $ Community management going in-house, round-the-clock monitoring is the reality. • Early days yet, big corporations still make blunders 47
Notes de l'éditeur
- Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
- Same pic appeared on front pages of major dailies.
- The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: "In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night.
- The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: "In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night. Costa Cruises offered compensation to passengers (to a limit of €11,000 a person) to pay for all damages including the value of the cruise. One-third of the passengers took this offer. It had 3,206 passengers and 1,023 crew members on board
- Captain Chesley "Sully" Sullenberger seen as hero because he successfully ditched US Airways Flight 1549, which had been disabled by striking a flock of Canada geese during its initial climb out, over the Hudson River off Manhattan, New York City, on January 15, 2009. All of the 155 passengers and crew aboard the aircraft survived. Captain Francesco Schettino seen as a villain because he abandoned the ill-fated cruise ship Costa Concordia after it partially sunk and ran aground at Isola del Giglio, Tuscany, on 13 January 2012 before all the passengers were rescued. The ship carried 4,252 people of which 32 lives were lost.
- Richard Branson serving as Air Asia flight attendant after losing F1 bet with Tony Fernandes two years ago.
- The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology. May, 2013: TM Unifi has 550,000 subscribers on the back of 1.39m premises
- According to the Oxford Internet Institute, Malaysia along with Brazil, has the highest Twitter use in the world
- Social media provides every person with a stage to share their thoughts and opinions with friends and other consumers. If you provide them with a great customer experience, social media will reward you with positive reviews and endorsements that attract new business. If a customer has a less than perfect experience, social media will let you know. But that's not such a bad thing so long as you take the opportunity to respond to them and use that feedback constructively to improve the way you serve your customers. o be a good conversationalist, you need to be a great listener. Social media marketing is more about listening and responding than it is about broadcasting a message. It's critical that you monitor what people are saying to you and about you, your industry, your areas of expertise and your competitors. (Don’t worry, we'll show you how easy it is to monitor the online conversations.) You've also got to be responsive—whether it's to respond directly to a customer’s question or suggestion or join a discussion where you can share your knowledge. Remember: To build relationships you don’t need to speak “social media,” you just need to be yourself. Talk on social media the same way you do in real life.
- “Hi there, I’m Janet, one of a few Community Evengilist at ExxonMobil Corp. I’m here to answer any of questions from this twitter community.” Janet is conversing on issues related to Exxon Mobil. As to why on Twitter, she wrote “we’re working hard on building a strong relationship with the twitter community.” UPDATE (August 02 2008): Four days later, Janet of ExxonMobilCorp is revealed as a fake. The person DOES NOT represent Exxon Mobil Corporation..
- Alicia_at_Honda does an amazing job on Twitter connecting with fans and owners on Twitter. When a 9/11 hoax surfaced again she pointed to the real info