Social Media in Bizz

First Post-Media Company! portal content and distribution are controlled you should go to them wants to be your Internet investing on attracting and holding onto people network, platform distribution oriented thinking wants to take you wherever you want to go is with you wherever you are 1/3 of income is not from google.com, but from other sites

Web 2.0 using "the web as a platform” something to do with Democracy web-based applications now made to work more like desktop ones Humanising-ish(free stuff, be nice to people, one big happy family,…)

What is “Social Media” really??? Social media are media for social interaction, using highly accessible and scalable publishing techniques. (Wikipedia) ,[object Object]

Technology infrastructure made easy for users,[object Object]

Let’swatch “SocialMediaRevolution” http://www.youtube.com/watch?v=NhPgUcjGQAw

Facebook is a country. A big one!

It takes time and effort… Public Relations really refered to Media Relations whereas with Social Media it is “Public” Relations

Social Media Action Plan listen establish share of voice set goals and benchmark find bloggers & communities identify influencers develop a content strategy pick tools create and deliver content engage and facilitate conversations measure results

Listen who is talking about you what are they saying is it + or - where are the conversations taking place what communities talk about you what are your competitors doing in social media what is the buzz about them what content resonates with your audience are there subjects of interest you could provide content for what social sites have the most conversation who are the "fire starters" you need to connect with who are the influencers in these blogs and communities where are the opportunities and threats

share of voice % of mentions about your brand / company in the particular market generic or specific description of your products or services + or - are your key messages there? what is trending? how about the competitors?

goals & benchmarks brand reputation increased brand awareness increase of share of voice thought leadership increasing sales decrease R&D spending

identify influencers Some metrics of influence identify influencers traffic - visitors, page views rss subscribers inbound links - engagement - time spent on site, comments recommendations - retweets, bookmarking, tagging connections - followers, fans, ..track record - age of domain, number of posts, length of engagement traffic referred to your site - which referring sites send traffic to your site conversion rates

Content Strategy: “Content is the King!” Organizational Questions 1. What do you think social media can do for your organization? 2. What do you want social media to do for your organization? 3. In terms of providing content on social platforms, what are you afraid of? What confuses you? 4. Who approves the content before it’s published? 5. How many departments or divisions will be contributing content? Audience Questions 1. How do you currently communicate with your audiences? 2. How often do you communicate with them? 3. What kind of content is provided for the audiences? Content Questions 1. What general area of knowledge to we have that we can share? 2. What kind of expertise or even products can we give away? 3. What can we explain?

Pick tools search optimised press releases in social media news release format (multimedia, links, social bookmarking,...) Blogs RSS Microblogging Podcasts Images Video social networks Widgets social media news room

Creating and Delivering Content

Engage and Facilitate Conversations Kim Kardashian is not the most followed personality on Twitter but she is the most influential one! Kim uses Twitter to tell everyone about something interesting she is doing, adds links to events she is at, her site, or the topic’s site. Kim tweets things she is doing in fashion, her benefit interests, and personal interest items. Kim’s success is in her self-presentation and making her likeable.

Measurement must be based on business objectives What to measure? return on engagement growth of share of voice track share of conversation

Truth about today… A few years ago, you could run a few tests and gain some valuable learning without spending much. You could go on your gut and hope for the best. Or you could let your competition make all the mistakes, and learn from them. But things have changed. Social media sites have matured, and you can’t do much for free anymore. A Promoted Trend ad on Twitter can cost $100,000 per day. Social media is too expensive—both in actual dollars and in the cost to your company if you do it wrong—for businesses to spend for the wrong reasons. Now, more than ever, marketers need a clear plan and strategy for social media. Marketers Spending More on Social Media for the Wrong ReasonsDebra Aho Williamsonhttp://www.emarketer.com/blog/index.php/marketers-spending-social-media-wrong-reasons/

KLM gifts Twitters! Let’swatch http://www.youtube.com/watch?v=owGykVbfgUE

State of the Union 2011 live streaming “Immediately following the address, Brian Deese, deputy director of the National Economic Council, Roberto Rodriguez, special assistant to the president for education policy, David Simas, director and aide to the senior advisor, and Ben Rhodes, deputy national security advisor for strategic communications, will take questions from listeners. Questions may be submitted on Twitter by replying to @whitehouse using the hashtag #sotu, on Facebook or via webform.”

Old Spice - The Best Campaign of the Year * On day 1 the campaign received almost 6 million views (that’s more than Obama’s victory speech) * On day 2 old spice had 8 of the 11 most popular videos online * On day 3 the campaign had reached over 20 million views * After the first week old spice had over 40 million views * The old spice twitter following increased 2700% (probably off a lowish base) * Facebook fan interaction was up 800% * Oldspice.com website traffic was up 300% * The old spice YouTube channel became the all time most viewed channel (amazing) * The campagin has generated 1.4 billion impressions since launching the ads 6 months ago * The campaign increased sales by 27% over 6 months since launching (year on year) * In the last 3 months sales were up 55% * And in the last month sales were up 107% from the social responses campaign work * Old spice is now the #1 body wash brand for men.

Social Media in Bizz

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