Introduction to Social Media: What is it and Why Use it
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This document provides an overview of social media, defining it as online conversations that include customers, employees, investors, critics, fans and competitors. It notes that social media conversations are organic, complex and speak in a human voice rather than being controlled or having a single message. The document then discusses how social media is influencing people's opinions and decisions and outlines how people are increasingly using social media tools like social networks, blogs, microblogging and photo/video sharing. It concludes by addressing some common myths about social media and noting that effective social media use requires experimenting, listening, being transparent and contributing meaningfully.
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Introduction to Social Media: What is it and Why Use it
- 2. What is Social Media?
- 4. What is Social Media? Social media is a conversation online Who is talking? – your customers – your employees – your investors – your critics – your fans – your competitors.... – anyone who has internet access and an opinion.
- 5. The Social Media conversation The conversation is not: – controlled – organized – “one message” The conversation is: – organic – complex – speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
- 6. Social media is changing our world The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
- 7. Social media influences people • 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group • 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
- 8. People are using Social media Social media usage is finally taking off in the UK. 39% of UK Internet users—more than 15.4 million people—will use social networks at least once per month in 2009. Source: eMarketer April 2009
- 9. People are using Social media Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. – 73% of active online users have read a blog – 45% have started their own blog – 39% subscribe to an RSS feed – 57% have joined a social network – 55% have uploaded photos – 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. McCann’ 17,000 respondents from 29 countries, *using internet at least every other day every
- 10. Social media is practical – Learn what people are saying about you – Create buzz for events & campaigns – Increase brand exposure – Identify and recruit influencers to spread your message – Find new opportunities and customers – Support your products and services – Improve your search engine visibility – Gain competitive intelligence – Get your message out fast – Retain clients by establishing a personal relationship – Be an industry leader – not a follower
- 11. Some differences in tactics SOCIAL MEDIA BROADCAST Audience in control Brand in control Two way / Being a part of a One way / Delivering a conversation message Adapting the message Repeating the message Focused on the audience / Focused on the brand Adding value Influencing, involving Educating User created content Organization Creates Content
- 13. Social media tools • Social Networks • News & Bookmarking • Blogs • Microblogging • Video Sharing • Photo Sharing • Message boards • Wikis • Virtual Reality • Social Gaming • Real Simple Syndication (RSS)
- 14. Social news & bookmarking • Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks • Community votes on your submissions so they either rise to the top or drop to the bottom
- 16. Blogs • A blog is a website with regular entries of commentary or news • Blogs serve to establish your company as transparent, relevant, active, and expert
- 18. Microblogging • Microblogs are blogs limited to a sentence or two (about 140 characters) • People use microblogging to follow their friends or build a personal brand. • Companies use it to market their product or services by giving them a voice/identity.
- 19. Microblogging • share timely information • spread useful links • personify your brand • build credibility and influence • follow competitors
- 20. RSS feeds • RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. • an effective way to distribute your content and lead users back to your website
- 21. Social networking sites • People and organizations connect and interact with friends, colleagues and fans. • Facebook and MySpace pages provide a micro site for your business within the social framework.
- 22. Ning
- 23. Social enterprise http://www.yoolinkpro.com
- 30. Social networking sites Do Don’t • create a page to • create a page and fail to promote your brand maintain it • point your fans to your • try a hard sell approach company blog or contest • censor comments • encourage a discussion • spam your fans/friends with and participate frequent private messages – frequently you’ll drive them away • explore targeted • post false information advertising opportunities
- 31. 10 KEYS TO SOCIAL MEDIA SUCCESS
- 32. 1. Experiment with Social media • Experiment personally before professionally • Try a variety of social media tools • Be yourself, make some friends, and share
- 33. 2. Make Social media central • Spend time upfront planning how you will use social media • Think POST: – People – Objectives – Strategy – Technology
- 34. 3. Listen before you participate • Find where your audience is participating and indentify the influencers • Read industry blogs (including comments) • Google your company name & your competition • Find tools that can help you listen
- 35. 4. Be transparent and honest • Avoid puffery (people will ignore it) • Avoid evasion and lying (people won’t ignore it) • Companies have watched their biggest screw-up's rise to the top 10 of a Google search • Admit your mistakes right away
- 36. 5. Share your content • Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media • Make your content easy to share • Incorporate tools that promote sharing: – RSS feeds, Email a friend etc.
- 37. 6. Be personal and act like a person • Don't shout. Don't broadcast. Don’t brag. • Speak like yourself – not a corporate marketing shill or press secretary • Personify your brand – give people something they can relate to.
- 38. 7. Contribute in a meaningful way • Think like a contributor, not a marketer • Consider what is relevant to the community before contributing • Don’t promote your product on every post • Win friends by promoting other people’s content if it interests you
- 39. 8. Learn to take criticism • Don’t try to delete or remove criticism (it will just make it worse) • Listen to your detractors • Admit your shortcomings • Work openly towards an explanation and legitimate solution
- 40. 9. Be proactive • Don’t wait until you have a campaign to launch - start planning and listening now • Build relationships so they’re ready when you need them
- 41. 10. Everyone is a stakeholder • You need buy in from everyone in the organization • Convince your CEO that social media is relevant to your organization • Get your communications team together, discuss the options, then divide and conquer
- 43. Social media myths “Social media is for kids.”
- 44. Social media myths “Social media is just a fad – it will go away.”
- 45. Social media myths “If we put our content online we’re just giving our expertise away for free!”
- 46. Social media myths “Social media might work for certain industries and business models but it won’t work for us.”
- 47. Social media myths “YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
- 48. Social media myths “I’ve started a Facebook page so I’ve got social media covered!”
- 49. Social media myths “If we just delete all negative comments no one will see them.”
- 50. Social media myths “If we build it they will come.”
- 51. Social media myths “We can’t measure social media results.”
- 52. Social media myths “We have to figure this all out before we start using social media.”
- 67. Attraction in 100 words http://www.wordle.net/
- 68. Presentation available at... www.slideshare.net
- 69. Credits • Tactica interactive communications, Winnipeg Canada • Joe Pulizzi, Junta 42, Cleveland Ohio