Social Media Applications for

BusinessBy

Emma & Sophie

The customer business relationship

How has it changed?

Power shift

Companies

Individuals

Traditional Media•Television

•Radio

•Magazines

•Newspapers

Social Media•Social networks

•Blogs

•Wikis

•And more

Centralised push

Decentralised push

Example… Dell and the creation of IdeaStorm.com

Social media…

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.

These tools include blogs, message boards, podcasts, micro blogs, lifestreams, bookmarks, networks, communities, wikis and vlogs.

twitterblogs

wikipediafacebookDelicious, Read it, DIG

Video blogs

% source data on the internet

• 25% original; 75% replicated• 25% from the workplace; 75% not• 95% unstructured and increasing

• 10-15% structured data and decreasing

• Unstructured may include audio, video, the body of an email message, web page, review

• User generated content is by far the largest

What can leveraging social media achieve?

• Brand building• Lead generation• R&D (example Dell and

Idea Storm)• Product or service launch• Customer retension• Thought leadership• Internal comms• Media relations

• Crisis mangement

Through…• Engagement• Participation• Co-creation• Brand advocates• Product developers

• Sources of consumer

sentiment

THOUGHT LEADERSHIP

Thought leadership can be achieved in Social Media via blogging, commenting, tweeting etc.

This can be used as a way of developing credibility and recognition in order to generate press and become a spokesperson...

RELEVANCEAsk yourself… How can I provide the most relevant information to my consumer?

Consumers will go to sites with like-minded people

RELEVANCEMeasure how relevant your content is by how much it is shared…

e.g number of retweets.

“Sharing is the currency of social media”

RELEVANCE

Be engaging

Be a trendsetter

Be transparent

Build relationships…

RELATIONSHIPSWhat do corporate organisations

rely on today?

Whether you’re B2B, B2C or not-for-profit.

TRUST

SOCIAL MEDIA IS ABOUT CREATING RELATIONSHIPS THROUGH LISTENING AND CONTRIBUTING ON A POINT OF INTEREST

Start by listening then contributing.

How to listen

• Forums• Online communications

• Facebook• Twitter• Google alerts• Blogs

To find blogs on a particular topic go to

technorati.com

Learn to be relevant by listening…

Social media, unlike some other communications and marketing activity, is a slow build not an instant hit

• Listen to where the people you want to reach are hanging out online

• Determine which forms of social media are most appropriate for your target audience

• Gradually and organically build relationships

• Engage in dialogues not monologues

TWITTER140 characters in response to the question “What is happening?”

Why use Twitter? Networking, research, reputation management, transparency, connectedness, immediacy.

Use #tags to track a topic

Repeat important tweets to keep your topic at the top of people’s feeds

Which companies are using twitter and how?

• Bigpond movies• Penguin Books• Zappos• Jetblue• Dell• General Motors• Baskin-Robbins• Crust Pizza• Virgin Blue• Jetstar• Tiger Airways• Harper Books

Australia• EB Games

Tracking twitter• Twitter counter• Bit.ly• Twitalyzer

HOOT SUITE

Hoot Suite allows you to manage multiple accounts and share accounts with multiple users

It shows your own tweets, people who are tweeting about you and can monitor specific topics, track click-throughs and lots more!

Facebook

• Facebook grew by 32% over 08/09 in Australia and is the number 1 social network in Australia

• 6.4 million Australians use Facebook, representing 38.48% of the Australian online population and 2.46% of the global audience

• Approximately 50% of Facebook’s active user base (i.e. roughly 200 million people, log-on to the social network each day

Case studies

• Whopper sacrifice

• Adobe: Real or Fake

• Sharp: Life Changing Box

BLOGGERS

Before you approach them, ensure you have a solid understanding of the bloggers niche topic

Creating content• CEO blog• Operations blog• Project group wikis/ microblogging

•Flickr photo sharing•Twitter for listening and linking•YouTube speeches, activities, entertainment

Possible outcomesPOSITIVE

• Positive employer brand• ‘Engaged’ employees• Sustained and protected

reputation• Loyal following• Customer advocates• Inexpensive to implement• Feedback• Ideas generation• New market reach• Integrity• Transparency• Point of difference• Competitive advantages

NEGATIVE

• Bombardment• Resource hungry• Poor stakeholder support• Abandonment• Consequences of poor

strategy

Organisational readiness

Checklist• Enthusiasm? • Know where it belongs in the organisation?• Know who is going to look after it?• Got a training schedule ready?• Know what we are going to do with the info received – responsibility for that?

• Know what our objectives and targets are• How are we measuring success

thank you