Social Media

What is Social Media?

def (Wikipedia) - Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

Social Media IS NOT

A fad A replacement for traditional advertising The first step The magic bullet FREE All about YOU

Social Media IS
A big deal Going where your customers already are or where they want to be Applicable to most companies in some way or another Time-consuming All about THEM

Getting from me to them

Social Medias Timeline

1971 Email

1979

1984

1988 IRC

1991 Personal Web Sites

Discussion Groups Chat

1995 1st Social Networking Site

Clasmates.com

1998 -2004 Blogs Podcast Wikis

Usenet Listservs

2005 and beyond>> Web 2.0 apps and User-generated content take over

Source: http://www.prworks.ca/wp-content/socialmedia.ppt

Ways in which Social Media can help a business:

Sales
Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration

Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction

Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)

Public Relations
Online Reputation Management, improved brand image via Social Web

Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment

Business Intelligence
Know Everything. (No, really.)

Social Media Tools and Platforms

Social networks Blogs Microblogs Media sharing sites

Social Media and Consumers

At the basic level, social media consumers want to: exchange information collaborate with others have conversations It is up to the marketer to DECIDE if ENGAGING in those conversations will be PROFITABLE and to find the most effective method of ENTERING the conversation.

How Consumers Use Social Media

Primary Use
Facebook, MySpace, Bebo YouTube Flickr Social networking Video sharing

Photo sharing Communication

Blog tracking

Twitter
Technorati

Social Media and Integrated Marketing Communications

Allows marketers to
Have conversations with consumers Forge deeper relationships Build brand loyalty

Allows consumers to
Connect with each other Share opinions Collaborate on new ideas according to interests

Leveraging Different Types of Media

Key Guidelines Owned media - reach beyond existing Web sites to create digital touch points Earned media - learn how to listen and respond to stakeholders

Paid media - should serve as a catalyst to drive customer engagement

The Listening System

The first action a marketing team should take when initiating a social media campaign is simple:

LISTEN

Eight Stages of Effective Listening

Stage 1: Stage 2: Without objective Tracking brand mentions Identifying market risks and opportunities

Stage 3: Stage 4:
Stage 5: Stage 6: Stage 7: Stage 8:

Improving campaign efficiency

Measuring customer satisfaction Responding to customer inquiry Better understanding of customers Being proactive and anticipating customer demands

Social Media Objectives

Monitor what is being said about the brand. Listen and Learn Develop a listening strategy.
Build relationships and awareness Open dialogues with stakeholders. Answer customer questions candidly. Get customers talking about products and services. Respond to comments and criticisms. Participate in forums and discussions. Seek out displeased customers and engage them directly to solve issues.

Promote products and services Manage your reputation Improve customer service

Evaluation and Measurement of Social Media

Though marketers understand that social media is a worthwhile investment, most have not been able to figure out how to measure its benefits. Metrics for measuring the benefits of social media are meaningless unless they are tied to key performance indicators.

Three Areas of Measurement

Public relations measurement

Social media measurement

Social media monitoring

Categories of Social Media Users

Creators Critics Collectors
Mike Kepka/San Francisco Chronicle/Corbis

Joiners Spectators Inactives

Categories of Social Media Users

A 2009 study of social media users determined that: 24 percent functioned as creators, 37 percent as critics, 21 percent as collectors, 51 percent as joiners,

and 73 percent as spectators.

Social Media Tools

Blogs Social News Sites
Location-Based Social Networking Sites

Microblogs
Social Networks Media Sharing Sites

Review Sites
Virtual Worlds and Online Gaming

Microblogs
Microblogs are blogs with strict post limits. Useful for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales. The ways a business can use Twitter to engage customers are almost LIMITLESS.

Social Networks
Marketing Goals for Social Networking Sites Increasing awareness Targeting audiences Promoting products Forging relationships Highlighting expertise and leadership Attracting event participants Performing research Generating new business

Media Sharing Sites

Media Sharing Sites are
Web sites that allow users to upload and distribute multimedia content like videos and photos.

Social News Sites

Social News Sites

Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down.

Location-Based Social Networking Sites

Location-Based Social Networking Sites
Web sites that combine the fun of social networking with the utility of location-based GPS technology

Handout/MCT/Newscom

Review Sites
Review Sites are
Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.
According to Nielsen Media Research, more than 70 PERCENT of consumers said they trusted online consumer opinions.

Virtual Worlds and Online Gaming

Virtual worlds and online gaming include massive multiplayer online games (World of Warcraft) and online communities (Second Life).

Almost 800 million people participated in some sort of virtual world experience.
Annual revenue near $1 billion. Nearly 25 percent of people play games within social networking sites.