Doing business in the age of social media - presentation for Kedron Brook Business Group, 31 July 2013

1. www.melkettle.com.au @melkettle
Doing
business
in
the
age
of
social
media
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Liking, following,
linking, tagging,
stumbling: social media
is changing the nature of
interactions
Report: The heart of the matter
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“Connection promotes
[business], and twitter provides
the model that simple digital
tools can vastly increase
connection.”
Aaron Stupple
Resident, Beth Israel Deaconess
Medical Centre
www.melkettle.com.au @melkettle
Source: Mdigital Life
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Socialnomics 2013
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1. Sign up!
www.twitter.com
www.facebook.com
start a blog
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Link to video
http://www.socialnomics.net/
2013/01/01/social-media-video-2013/
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To tell your story
• Humanize your organisation
• Be authentic
• Build relationships
• Have a voice
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BUT also…
• Listen
• Participate
• Engage
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“The biggest advantage to
tweeting for me has been
learning what people I admire
are reading, using, watching,
listening to, both within social
media and outside it.”
John LaPuma, Internal Medicine
www.melkettle.com.au @melkettle
Source: Mdigital Life
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Don’t forget your goals
• What are your business objectives?
• Who do you want to talk to?
Stakeholders, community, clients
• Who is your audience? What is their
level of literacy for your business?
• What outcomes do you want to achieve?
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2. Talk to people
• BE YOURSELF!!!
• Twitter - RT, @, DM, # eg #theblock
• Facebook/LinkedIn - Post comments,
feedback, questions
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3. Build relationships
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Old communication was one-way
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Now communication is two-way
And conversations are with many
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It’s no longer B2B.
It’s no longer B2C.
It’s now P2P.
Person 2 Person.
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75% of companies in a recent survey by
Harvard Business Review said they do not
know what their most valuable customers are
saying about them.
Source: Harvard Business Review
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• Others in your industry
• Your customers and stakeholders
• Journalists
• People who might refer clients to you
• People who interest you! Competitors, peers,
food, wine, sport, business people,
celebrities...
Who do I follow?
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What do I
say?
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• Information and general advice
• What do your customers want to know?
• Motivation
• Encouragement
• Show respect
• BE AWARE OF CONFIDENTIALITY
From a business perspective
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Listen
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Be relevant
and interesting
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Share
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• 5. Congratulate people
Congratulate
people
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Ask and
answer
questions
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• 2. Let others know you are listening
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Tools to make it easier
• 3rd party applications - Tweetbot,
Hootsuite
• Mobile apps - Twitter, facebook
• Shorten links - bit.ly, tiny.url
• Add photos - twitpic, plixi.com
• Lists
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4. Remember all
social media is
different...
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Integrate it all
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Build your social
media use into ALL
your marketing
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Social media does not
stand alone
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“We know that people are out in
social media channels seeking
information and researching. We
need to use social media to
influence their buying behavior.”
Source: Harvard Business Review
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Integrate it into ALL
your marketing
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Promote yourself
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Measure what you do
• Quality vs quantity
• ROI vs ROE
• Number and quality of conversations
and comments
• New customers, better service, stronger
relationships
• Increased word of mouth
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Finally...
• Take it seriously
• Choose the right platforms
• Do what you are comfy doing
• Be interesting
• Don’t just talk about YOU
• Move quickly
• Be interactive
• Invest time and money
• Integrate social media with all your marketing
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@melkettle
www.melkettle.com.au
Wednesday, 31 July 13