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SOCIAL MEDIA

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Agenda

• Overview• Power of Social Media• Twitter• Facebook• YouTube• LinkedIn• REACH• How to get engaged• ecentre case study

Social media is like dog food. Bite-sized chunks over time.

Media disseminated throughsocial interactions - Wikipedia

Web 2.0 : open content, open access, adaptive and constantly changing

Two sided communication, Many-to-many, speaking and listening

Social mediayes or no?

Why should you have a social media strategy?

Power of Social Media - Gen Y

http://www.thomastalkstech.com/images/geny1.jpg

18%

50%

Power of Social Media- Worldwide

1. China2. India3. 4. United States5. Indonesia

Power of Social Media- New Zealand

If they are saying nothing about you, you are not even in the game. If

people say you stink, at least you are in the conversation and you can turn it around.”

Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.“

United Airlines breaks guitars

Opportunities

What does conversation do ?

Builds brand awareness

Increases visibility

Expands communities

Generates interest

Improves search engine ranking

Social mediayes or no?

Overview of social media sites

Overview of social media sites

Microblogging siteSocial networking

site

Business oriented social networking

site

Video sharing website

Why use it

first interaction/ meeting,

generate interest, real-time updates, news, interaction

deeper interaction, events,

discussions, content sharing, market research

professional networking, recruiting,

recommendations

more complex messages, SEO

• Customer service• Specials/Deals• Promotions• News

• Fan pages• Contests• Specials/Deals• Games• Polls• Promotions• Application

Professional networking, News, Company information, Recruitment, Company statistics

New features, Ads, Events, Education

Things to consider

eal cost

valuation & Measurement

lignment

onsistency

onesty & Transparency

REACH

How to get engaged?

Start reaching out

Build trust

Start listening

Develop a Strategy

Where are you customers?

Define your customer

Choose your level of engagement

1. Level of engagement

Nothing

Listening

Engaging

Passive

Reactive (Protect)

Proactive (Promote)

2. Define your customer(Example for ecentre social media client)My ideal customer is called John and he:• Is 35 years old• Has family• Lives on the North Shore• Is an Entrepreneurs/CEO/business owner of small -

medium company• Is Educated, open to new ideas/trends, • Finds his business an inspiration• Finds SM confusing but wants to engage• Is Time-scarce• Has personal facebook page• Has enough resources to pay for service

3. Where are your customers?

Scan SM sites and web• Facebook• Google alerts• Twingly/skyrocket• Twitter (advanced

search)

http://public.agent16.com/tumblr/imgs/books/whereareyou.jpg

4. Develop a strategy

• One page• Evolving• Alignment• Consistency• Social Media Policy

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Monitor your own and competitors’ Social Media presence

5. Start listening

http://myesllab.files.wordpress.com/2009/10/active_listening.jp

6. Build trust

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People buy anything

if they trust you.

7. Start reaching out

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• Target influencers

• Create group of alliances

• Create valuable content

case study

• Objectives: Raise brand awareness, engage with stakeholders

• Time invested: 60min/day

• Results:• Twitter (1st Nov): 148

followers• Facebook (Jan): 76

fans• Referrals to website• News

• Job facilitation• Made valuable

connections• Market research• Urgent requests

Learnings:• Do background checks before engaging• Choose tone carefully• Links to blog (website)• Use analytics tool• Every industry and every business is different• Long-term strategy• Experimental

case study

Social Media yes or no?

REACH

n

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What are you going to do tomorrow?

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Website

Sabrina.nagel@ecentre.org.nz

Additional information

Tools• Hootsuite – Managing most

common social media siteshttp://hootsuite.com/

• Tweetdeck - better mobile applicationhttp://www.tweetdeck.com/

• Spredfast – Social media campaign managementhttp://spredfast.com/

• Tweetbeep – set up alertshttp://tweetbeep.com/

• Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com/

• http://www.twingly.com/ http://farm1.static.flickr.com/19/100043823_a730ba854b.jpg

Excerpt: Study by Burson- Marsteller of 100 Fortune Global 500 companies

- Terminology• Following: People you choose to follow• Followers: People who follow you• Tweets: the comments posted on twitter• RT (Retweet): Forwarding of a tweet to your

followers• @reply: Your reply to a comment on twitter• DM (direct message): only possible if the person

follows you as well• #: used to categorise tweets e.g. #americanidol• Lists: used to categorise people you follow

Profiles

Pages Groups

Applications Advertising