An introduction to social media for business

1. Social Media as a business channel – an introduction Martin Duys

2. What we’ll talk about today What is Social Media? Types of Social Media Reasons why companies use social media Case Studies Your projects

3. What is Social Media? “Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)” - source (Wikipedia)

4. What is social media Platforms for creating, sharing and having conversations between individuals online

5. Types of Social Media Social Networks Facebook, LinkedIn, MySpace Blogging Wikis Wikipedia Podcasts Forums Content Communities Flickr, YouTube Microblogging Twitter Social Bookmarking Delicious, stumbledupon, Digg

7. Characteristics of social media Participation Openness Conversation Community Connectedness Authenticity Sharing

9. Gift Economy Not unique to Social Media Trust Sharing Barter Co-creation

10. Commercial Economy Driven by business imperatives Profit motive Control Segment and understand segments

11. The attention economy Source: Norman Lear Centre

12. Attention Economy People have the same amount of time that have always had but Many more channels through which they can engage, so Primarily about ENTERTAINMENT

13. Reasons why companies use social media

14. Business objectives valued by companies Source: eConsultancy

15. Business Objectives targett by social media campaigns Source: eConsultancy

16. social media channels businesses are using

18. Tactics for using social media in business You have to go to where the people are You have to listen to them You have to interact with them You have to entertain them You have to ‘give’ them something

20. Case Studies Nestle and Greenpeace iBurst

21. Nestle Greenpeace uses Social Media to pressurise Nestle into dropping palm oil suppliers creates a fake KitKat add and posts it to YouTube encourages supporters to join Nestle facebook page anddemand change Nestle responds First badly and then with great aplomb

23. Campaign Page

24. Nestle facebook page

25. iBurst Social Media for CRM iBurst uses social media to manage its damaged reputation

26. iBurst Social Media for CRM Company was growing extremely quickly Perfect storm of problematic new billing system, and technical issues resulted in a swamped call centre Customers took to consumer watchdog sites

27. iBurst Brought in Sentient Rules of engagement Moved from significantly negative sentiment to slightly negative in 3 months

28. iBurst

29. iBurst

30. Thank you! Martin Duys martinduys@gmail.com @martinduys