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Social Media Applications for Business By Emma & Sophie

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The customer business relationship How has it changed?

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Power shift Companies Individuals <ul><li>Traditional Media </li></ul><ul><li>Television </li></ul><ul><li>Radio </li></ul><ul><li>Magazines </li></ul><ul><li>Newspapers </li></ul><ul><li>Social Media </li></ul><ul><li>Social networks </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>And more </li></ul>Centralised push Decentralised push

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Example… Dell and the creation of IdeaStorm.com

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Social media… <ul><li>Describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. </li></ul><ul><li>These tools include blogs, message boards, podcasts, micro blogs, lifestreams, bookmarks, networks, communities, wikis and vlogs . </li></ul>twitter blogs wikipedia facebook Delicious, Read it, DIG Video blogs

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% source data on the internet <ul><li>25% original; 75% replicated </li></ul><ul><li>25% from the workplace; 75% not </li></ul><ul><li>95% unstructured and increasing </li></ul><ul><li>10-15% structured data and decreasing </li></ul><ul><li>Unstructured may include audio, video, the body of an email message, web page, review </li></ul><ul><li>User generated content is by far the largest </li></ul>

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What can leveraging social media achieve? <ul><li>Brand building </li></ul><ul><li>Lead generation </li></ul><ul><li>R&D (example Dell and Idea Storm) </li></ul><ul><li>Product or service launch </li></ul><ul><li>Customer retension </li></ul><ul><li>Thought leadership </li></ul><ul><li>Internal comms </li></ul><ul><li>Media relations </li></ul><ul><li>Crisis mangement </li></ul><ul><li>Through… </li></ul><ul><li>Engagement </li></ul><ul><li>Participation </li></ul><ul><li>Co-creation </li></ul><ul><li>Brand advocates </li></ul><ul><li>Product developers </li></ul><ul><li>Sources of consumer sentiment </li></ul>

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THOUGHT LEADERSHIP <ul><li>Thought leadership can be achieved in Social Media via blogging, commenting, tweeting etc. </li></ul>This can be used as a way of developing credibility and recognition in order to generate press and become a spokesperson...

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RELEVANCE <ul><li>Ask yourself… How can I provide the most relevant information to my consumer? </li></ul>Consumers will go to sites with like-minded people

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RELEVANCE <ul><li>Measure how relevant your content is by how much it is shared… </li></ul><ul><li>e.g number of retweets. </li></ul>“ Sharing is the currency of social media”

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RELEVANCE Be engaging Be a trendsetter Be transparent Build relationships…

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RELATIONSHIPS <ul><li>What do corporate organisations rely on today? </li></ul>Whether you’re B2B, B2C or not-for-profit. TRUST

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<ul><li>SOCIAL MEDIA IS ABOUT CREATING RELATIONSHIPS THROUGH LISTENING AND CONTRIBUTING ON A POINT OF INTEREST </li></ul><ul><li>Start by listening then contributing. </li></ul>

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How to listen <ul><li>Forums </li></ul><ul><li>Online communications </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Google alerts </li></ul><ul><li>Blogs </li></ul>To find blogs on a particular topic go to technorati.com

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Learn to be relevant by listening… Social media, unlike some other communications and marketing activity, is a slow build not an instant hit

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<ul><li>Listen to where the people you want to reach are hanging out online </li></ul><ul><li>Determine which forms of social media are most appropriate for your target audience </li></ul><ul><li>Gradually and organically build relationships </li></ul><ul><li>Engage in dialogues not monologues </li></ul>

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TWITTER <ul><li>140 characters in response to the question “What is happening?” </li></ul><ul><li>Why use Twitter? Networking, research, reputation management, transparency, connectedness, immediacy. </li></ul><ul><li>Use #tags to track a topic </li></ul><ul><li>Repeat important tweets to keep your topic at the top of people’s feeds </li></ul>

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Which companies are using twitter and how? <ul><li>Bigpond movies </li></ul><ul><li>Penguin Books </li></ul><ul><li>Zappos </li></ul><ul><li>Jetblue </li></ul><ul><li>Dell </li></ul><ul><li>General Motors </li></ul><ul><li>Baskin-Robbins </li></ul><ul><li>Crust Pizza </li></ul><ul><li>Virgin Blue </li></ul><ul><li>Jetstar </li></ul><ul><li>Tiger Airways </li></ul><ul><li>Harper Books Australia </li></ul><ul><li>EB Games </li></ul><ul><li>Tracking twitter </li></ul><ul><li>Twitter counter </li></ul><ul><li>Bit.ly </li></ul><ul><li>Twitalyzer </li></ul>

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HOOT SUITE <ul><li>Hoot Suite allows you to manage multiple accounts and share accounts with multiple users </li></ul><ul><li>It shows your own tweets, people who are tweeting about you and can monitor specific topics, track click-throughs and lots more! </li></ul>

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Facebook <ul><li>Facebook grew by 32% over 08/09 in Australia and is the number 1 social network in Australia </li></ul><ul><li>6.4 million Australians use Facebook , representing 38.48% of the Australian online population and 2.46% of the global audience </li></ul><ul><li>Approximately 50% of Facebook’s active user base (i.e. roughly 200 million people , log-on to the social network each day </li></ul>

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Case studies <ul><li>Whopper sacrifice </li></ul><ul><li>Adobe: Real or Fake </li></ul><ul><li>Sharp: Life Changing Box </li></ul>

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BLOGGERS <ul><li>Before you approach them, ensure you have a solid understanding of the bloggers niche topic </li></ul>

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Creating content <ul><li>CEO blog </li></ul><ul><li>Operations blog </li></ul><ul><li>Project group wikis/ microblogging </li></ul><ul><li>Flickr photo sharing </li></ul><ul><li>Twitter for listening and linking </li></ul><ul><li>YouTube speeches, activities, entertainment </li></ul>

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Possible outcomes <ul><li>POSITIVE </li></ul><ul><li>Positive employer brand </li></ul><ul><li>‘ Engaged’ employees </li></ul><ul><li>Sustained and protected reputation </li></ul><ul><li>Loyal following </li></ul><ul><li>Customer advocates </li></ul><ul><li>Inexpensive to implement </li></ul><ul><li>Feedback </li></ul><ul><li>Ideas generation </li></ul><ul><li>New market reach </li></ul><ul><li>Integrity </li></ul><ul><li>Transparency </li></ul><ul><li>Point of difference </li></ul><ul><li>Competitive advantages </li></ul><ul><li>NEGATIVE </li></ul><ul><li>Bombardment </li></ul><ul><li>Resource hungry </li></ul><ul><li>Poor stakeholder support </li></ul><ul><li>Abandonment </li></ul><ul><li>Consequences of poor strategy </li></ul>

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Organisational readiness <ul><li>Checklist </li></ul><ul><li>Enthusiasm? </li></ul><ul><li>Know where it belongs in the organisation? </li></ul><ul><li>Know who is going to look after it? </li></ul><ul><li>Got a training schedule ready? </li></ul><ul><li>Know what we are going to do with the info received – responsibility for that? </li></ul><ul><li>Know what our objectives and targets are </li></ul><ul><li>How are we measuring success </li></ul>

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thank you