LDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
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Let's Do Digital Summer Seminar 2013 - the social sphere has forced transparency upon brands and business. No longer can it be ignored and needs to be a vital part of your business DNA. The social media workshop explores how to use social media for businesses, looking at the different social platforms available.
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LDD Summer Seminar 2013 - Social media is no longer a choice but a necessity
- 2. do digital better @kherrinw @adido #letsdodigital Social media is no longer a choice but a necessity Kherrin Wade Digital Media Account Director
- 3. agenda • Introduction to social media • Integrating social into the business DNA • Social media channel options • Group task
- 4. introduction to social media
- 5. what is social media? Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.
- 6. why should you use social media? Social is too big to be ignored “We believe social media is about changing our business culture, the ways we work and the ways we engage with our colleagues and customers. It is about creating businesses that have social in their DNA”. “It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world.” “With or without you, your customers will discuss their experiences online – don’t leave their comments up to chance. Give them a place where they can praise or abuse you, where you can engage and manage the conversation.”
- 7. Social has disrupted the traditional sales funnel On the old model, companies were solely focused on achieving a sale and that’s where customer interaction used to end… retention and advocacy were by-products rather than the aim. Social is not a direct response medium so don’t be disheartened if it doesn’t happen overnight. It’s now about going the extra mile, and caring about the people you do business with. why should you use social media?
- 8. why should you use social media?
- 9. insight into social media
- 10. insight into social media
- 11. 5 key take outs • Everyone is using social media • People are talking about your brand, with or without your involvement. • The social platforms may change but the concept is here to stay • Start with a strategy and a focus, avoid jumping in solely with tactical ambitions. • Don’t expect the world to change overnight – like good ol’ fashioned networking, you need to invest time and effort to make your campaign work
- 12. integrating social into the business DNA
- 13. define why you are using social media
- 14. • Engagement • Loyalty • Retention • Awareness • Sales • Research and development …? What does success look like? the GOAL of the social media
- 15. • Promotion • Brand advocacy • Customer relations • Reputation management • Recruitment • Product/service development • All (of some of the above) Will multiple profiles be needed? the FOCUS of the social media
- 16. define who you are engaging with
- 17. who is your target audience*? *(to achieve the goal) When describing your typical customer, consider: • Age • Gender • Occupation / seniority • Availability / schedule But also… • Where do they “hang out” online? • What would they want from you via social engagement? INFORMATION ENTERTAINMENT FEEDBACK / RESPONSE PROMOTIONS
- 18. educate & establish buy in from critical business functions
- 19. Marketing Sales HR Senior Management Legal Finance R&D Operations Every employee, regardless of job role What’s in it for me? • Participation • Knowledge & ideas • Recruitment • Stakeholder engagement • Relationships • Distribution the social business
- 20. create the business’ social guidelines
- 21. Facebook Twitter LinkedIn Google+ Tone of Voice friendly / chatty / vibrant thought provoking / informative / practical authoritative / informative / intelligent keyword rich (hijack for SEO) Frequency of posts Regular weekly routine post + 1-2 posts a day (if relevant to topical issues & content to be posted) Timely – experiment with time of day for receiving most responses (requires testing) Once a week (until build up 100+ followers) and then up the frequency. As an when appropriate – you’re using this more for SEO than anything else, so once a week at least would be recommended. Content styles Share images & videos Include links (where appropriate) Include links Entice clicks by offering snippets of content for further reading Include links Add questions and comment on conversations Include links (optimised for keywords) Share images/infographics Native language @ likes/interests if relevant Tag location if appropriate @ / #s / retweets Shorten URLs Can edit the default content & image of a posted link + people into posts #s for search inclusion Limits 60,000 characters 140 characters 600 characters 100,000 characters the rules of engagement
- 22. appoint your social media guru
- 23. why every company will have a social media guru in the future
- 24. Why outsourcing isn’t the answer… • You understand your business better than anyone • Need to be “always-on” with a finger on the pulse • Real-time responses required • Expert opinion required • Faking it is not allowed – genuine interaction with the brand expected …but a little agency assistance wouldn’t hurt • Strategy • Training • Direction and support maximise implementation impact
- 26. 2011 vs. 2012 view State of Digital Marketing 2011 and 2012 reports - Webmarketing apportioning your budgets
- 27. Social Brands 100 methodology, 2013. some kpi suggestions
- 30. the MAIN PLAYERS
- 31. Facebook is for Connecting Updates, sharing, & life documenting
- 32. Twitter is for Announcements Real time, bite-sized & brief
- 33. LinkedIn is for Networking Professional, career focused, informative
- 34. group task
- 35. The GOAL The FOCUS The AUDIENCE Engagement Promotion Age Loyalty Brand Advocacy Gender Retention Customer Relations Behaviour Awareness Reputation Management Where do they “hang out” online?Sales Recruitment Research & Development Product/Service Development What would they want from you via social engagement?Something else? All or some of the above social pairs
- 36. “Modern marketers know that ‘social’ is not a choice.”
Editor's Notes
- Welcome to everyone, thanks for attending
- Source http://en.wikipedia.org/wiki/Social_media
- Source: http://frankmedia.com.au/2012/05/10/social-media-evolving-into-social-business/social-evolution/
- Source: Fishburn Hedges, via Econsultancy, May 2012
- Satisfaction levels consistently higher when working with agencies
- Explain each briefly, then go on to next slide to explain in more detail
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