The Nature & Role of Social in the Digital Marketing

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Topics & Agenda
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Facebook – How people use it, getting started & best practice
Intro – The Nature & Role of Social in the Digital Mix.
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Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

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Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – The Nature & Role of Social Media in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

3. The Key Challenge for all Business / Marketers…
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How do we create an excuse or a reason for us to have
conversations and interactions with people on social media
sites?
Product attributes, pricing, press releases and company info is
not going to sufficiently engage people.
The conversation will often need to be about topics linked
directly and indirectly to my product that are of interest to the
user… we’ll often need to

4. No Media Cost… but not free. The investment is
about our time, energy, passion and overall effort
involved in pursuing conversations with customers
online.
Never underestimate the “Opportunity Cost” of
social.
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Consider…

5. Driven By a Passion for Technology and Human
Interaction… not by a desire to make money!
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your website is not your web presence
SHADOW
(What Everyone
else says about you)
FOOTPRINT
(Ads, Social, Email,
Your other online activities)
VOICE
(Your Web Site)
Source: Gareth Dunlop, ION

7. The Role & Potential Uses of Social
Our Options & The Direction To Take?
 Do nothing. Deemed of low importance.
 Approach Social as an advertising platform.
 Social as a sales tool – to win new customers.
 Social as a CRM tool – to serve & retain existing
customers.
 Seek to Create & Manage an online “community”.
 Use to Monitor your “brand temperature”.
Building applications to make it all work.

8. Before we act we must… Listen
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9. If you do decide to engage…
Consider some do’s and don’ts
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10. Some Do’s...

11. Some Don’ts….

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Questions?

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Topics & Agenda
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5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

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15. Average Usage
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16. Average Usage
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17. Why People Use Facebook – And Who Uses it?
1. To interact with friends
2. To share photos
3. To Gossip / out of curiosity
4. Staying in touch with trends / buzz
5. To follow brands / companies
 14 – 17 year olds - 18%
 18 – 34 year olds – 45%
 35 – 44 year olds – 20%
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55% Female Bias

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20. Getting Started….
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24. Page Set Up – Beyond the Basics…
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25. Facebook Places & Deals…
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26. Some Rules… to consider
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27. The Need to Act but also to be Careful…
http://www.facebook.com/pages/Kwik-Fit-the-worst-corporate-reputation-in-the-UK/335225647428

30. Getting it Wrong… Nestle

31. Getting it Right… Weight Watchers
http://www.facebook.com/home.php?#!/weightwatchers

32. Getting it Right… Starbucks

33. Some Interesting Examples...
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Questions?

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Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

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Tell the world what’s happening in 140 characters or less!

40. You Don’t Have to Tweet to use Twitter…
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Just as you don’t need to have a website to use the internet
you don’t need to tweet to use Twitter. Some people simply
prefer to follow, watch and listen rather then contributing
heavily.
We see two common types of Twitter users:
1. Contributors / Drivers
2. Followers / Consumers of information

41. Twitter as an Information Network…
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42. Why People Use Twitter – And Who Uses it?
1. To follow celebrities
2. To interact with friends
3. To follow brands / companies
4. To see what the “buzz” is…
5. To show off!
 14 – 17 year olds - 15%
 18 – 34 year olds – 50%
 35 – 44 year olds – 25%
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52% Male Bias

43. Our Interest As Marketers?
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44. A Desirable Target Audience…
We are reaching people who are “Social Sparks” … key influencers of
wider groups of people around them.
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45. How do Businesses / Marketers Use Twitter?
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1. Indirectly - To demonstrate their knowledge,
expertise and credentials by contributing content
and observations to industry groups.
2. Directly – To distribute sales offers, special
promotions and specific product / service focused
announcements etc.
3. To Observe – To build a better understanding of the
needs / nature of their target audience customers
and of their competitors.

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47. Establishing Credibility & Market Leadership… Tips
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1
2
3

48. Tweeting Tips for Business…
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49. www.business.twitter.com Follow: @twitterbusiness
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50. Promoted Tweets… at Beta stage at present
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51. Growing Your Twitter Following?
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53. Some Good Examples….
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Questions?

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Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

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59. Why People Use LinkedIn – And Who Uses it?
1. To network / connect with other professionals
2. Business Development / sales leads
3. Career / Jobs
4. To Demonstrate Market Knowledge
 25 – 34 year olds - 50%
 35 – 44 year olds – 25%
 45 – 60 year old – 12%
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55% Male Bias

60. LinkedIn for us as Individuals…
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62. LinkedIn for us as an Organisation…
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64. Group Discussion:
- How are we currently using LinkedIn?
- What are the relevant uses / benefits for us?
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Questions?

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Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro – A Definition of Social. The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

67. Blogging & Forums
As a Social Engagement Tool
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Blog Content Working with other platforms…

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http://worldwidecyclesblog.com

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74. Right for your business?
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Topics & Agenda
1
2
3
4
5
Facebook – How people use it, getting started & best practice
Intro –The Role of Social in the Mix.
6
Blogging & Forums – How they complement Social Media
Summary
Twitter – How people use it, getting started & best practice
LinkedIn – How people use it, getting started & best practice

76. You Tell Me… What Does Social Mean To You and how
do you think it is best used as Marketing Tool?
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Questions / Discuss?