Date post: | 12-May-2015 |
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Business |
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1st rule of Fight club
social networking be social
“Welcome to an
element of Web 2.0… you’ll love it” ;)
be social
An overview of
social media
be social
there aremore than
50 SM sites
“In fact there are
around two
hundred…
and counting”
be social
more
familiar
ones include
be social
but the
most
popular
are:
plus:
be social
some
useful
info
Twitter: Launched in July 2006. 190 million users
Facebook: Launched in Feb 2004. 500 million users
LinkedIn: Launched May 2003. 20 million users
Myspace: Launched Aug 2003. 60 million users
Youtube: Launched Feb 2005.
Flickr: Launched Feb 2004.
be social
So what are they good for?
Absolutely everything!
Social media platforms allow you to communicate with your preferred audiences
They allow organisations to connect with consumers and stakeholders
If used correctly they replace or support some traditional advertising and media channels
Social media platforms have now taken over traditional media
They allow you to connect and monitor content that’s of interest to your client
IMPORTANLY, they allow everyone to have an opinion!
They directly support search engine optimisation
be social
what are
they? Twitter: Content driven ‘mircoblogging’ site
Facebook: Content driven ‘mirocblogging’ site
Youtube: Online video hosting service
Myspace: Content driven ‘mirocblogging’ site
LinkedIn: Professional social network site
Technorati: Blog search engine
Delicious: Social booking marking site
Flickr: Photo/video hosting service
be social
Social media platforms started to gain importance after 2004. The pr, marketing,advertising and sales professions all started – slowly – to see how social media couldhelp them engage with consumers, stake holders and the media.
Social media are online platforms that enable people to interact and communicate with other people. Social media and the digital revolution facilitates consumer journalism.
Social media allows you to represent your clients’ interests online.
Now everyone has a voice – good or bad
Social media forms part of the web 2.0 - the evolution of PR!
an
overview:
be social
popular speak:
Tweets: updates on twitter
Tags: keywords attached to blog posts, images, etc
RSS: really simply syndication – an alert service
Aggregation: gathering and remixing content on one platform to another
Social networks: tools to create and share profiles and publicise content
Widgets: stand alone applications commonly used in advertising
Avators: images representing people
Blogroll: regular read sites by another blogger
Feeds: available content you can read, listen or view
Lurkers: people who view but never contribute
Social media: tools and platforms to share content
Threads: strands of conversation
Trackback: calling cards used on blogs
Astroturfing: PR produced blogs to give impression of a personal weblog
be social
potential
audience
WOW! North America 252,908.000South America 179,031,479Australia 20,970,490Africa 67.371,700Europe 418,029.796Asia 738,252,230
• Over 10 billion+ tweets are sent each year• 2 billion videos are streamed each day on Youtube• There are currently over 126 million blogs
be social
So which one?
From a professional perspective selecting which social media to use is the same process as picking traditional media channels – it depends on your audience, your message and your objective.
For example:
• Twitter is good for corporate statements, targeting media and supporting SEO
• Facebook is great for interacting with your audience and attracting feedback
• Over 10 billion+ tweets are sent each year• 2 billion videos are streamed each day on Youtube• There are currently over 126 million blogs
“Although they are both great public engagement Tools”
be social
did you know:
Two thirds of the internet population visit social networks
Social networks account for 10% of all internet time
37% of internet users use social network sites daily
25% of online consumers read blogs and 14% comment on them
36% think more positively about companies with blogs
76% of consumers use online reviews when making purchases
be social
Pro’s and con’s of using SM:
Pro’s:
Allow direct communication with consumers
Provide real time buzz
Enable interaction with desired publics
Enable corporations to build relationships with desired publics
Con’s:
Lack on control
be social
considerations:
• Assess and understand your clients objectives
• Decide how social media can be used to achieve the objectives
• Select appropriate social media tools:1. Based on capabilities and target audience
• Outline tactics for engagement:1. Begin by spending time on the community
be social
case study: Assess and understand your clients objectives
1. Client route to market was online
2. Client wants to create online brand buzz and build followers prior to site launch
3. Client wants to engage with consumers and influencers prior to site launch
4. Client wants to establish links with traditional, digital media and influencers
fashionpony.co.uk
be social
case study: Decide how social media can be used to achieve the objectives
Use social networks to build fan base and online community(Used twitter and facebook)
Source list of bloggers and form relationships via product sampling and
Establish list of digital media contacts using twitter
Start communicating social messaging
Generate interest via social network competitions
Upload regular updates across social networks
Link all social networks together to update simultaneously
Create weblog and link to twitter and facebook
Source and create links with forums
fashionpony.co.uk
be social
case study: Select appropriate social media tools:
Two social networks were picked. These were based on consumer demographics
and key objectives:
Twitter to engage with some consumers, media and influencers
Facebook to engage with and forge relationships with consumers *Both SN platforms allowed fashionpony to generate buzz for the website launch
Social media have also been picked to support SEO and track comments:
• Google/trends to spot topical debates• Sourceblog.google/com to source blog links for future quest bloggers• Google/alerts to track online messaging• Technorati to pimp the fashionpony weblog • Delicious to track online content via book marking(negative and positive)• Weblog to support SEO and news distribution
fashionpony.co.uk
be social
case study: Outline tactics for engagement:
Establish key online communication channels to support traditional media drive
Support promotional and all external communications activity
Monitor brand perception in line with the desired brand identity
Build relationships with all potential stakeholders
Generate buzz leading to website launch
Maintain relationships with stakeholders
Increase SEO
fashionpony.co.uk
be social
measuring your clients ROI:
• Increase in brand loyalty (repeat customers)
• Stronger brand image
• Increased buzz (chats, positive comments)
• Site traffic
• Increase in fans/followers/subscribers
• Increased conversation
• Increased registration
• Google page ranking
2nd rule of Fight club
be social
“Welcome to an
element of Web 2.0… you’ll love it” ;)
social networking