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Presented by Mary B. Adams
Social Media Delivered Copyright © 2012 - All Rights Reserved
VP of International Business Development, SMD
Marketing Clinic: Exploring Social Media Strategies
European Professional Women's Network - ParisMarketing Club 8 October 2012
Twitter: #EPWNMktgClinic
Why are we here tonight?
Define social media and look at key platforms
Explore social media practices, strategies, successes and a disaster or 2
Analyze your cases: ● International business association aiming to exploit the
opportunities of social media tools in its communications● Day spa in Paris● Bibby Financial Services - international B2B● "Miss Representation"
Cocktail
Disc
Why are we here tonight?Tonight's agenda
What is social media?
ONLINE COMMUNITIES shared with people who like and do similar things that you like and do
A place to have a CONVERSATION with colleagues, fellow consumers, and customers
A place where people GIVE and GET information about things that interest them
Social media is simply people COMMUNICATING through new technologies
What is social media?
What does social media include?
FACEBOOK: the largest social media network, +1 billion users, average user age is 40.5 (trending upward)
YOUTUBE: Largest video platform in the world
TWITTER: micro-blogging network, +500 Million users worldwide, 230 milion daily tweets, avg age of user 37.5.
LINKEDIN: largest professional network, 150+ million professionals worldwide, 34+ million users in Europe, Average user age is 44.2 (trending downward), avg HH income $110,000
MORE: Pinterest, Google+, Flickr, Yelp, Foursquare, Yelp,, MeetUp, Reddit, and StumbleUpon, blogs?
What does it include?
●Useful business to consumer tool ●Currently 1 billion members around the world●The average age of Facebook users is rising●The average Facebook user is connected to 80 groups, events and community pages●Facebookers on average 15 hours and 33 minutes/month on site●On average, 250 million photos are uploaded every day●7+ million apps and websites are integrated into Facebook●More than 2 billion posts are liked and commented on daily
●Recommended frequency of updates: 1-2 updates per day
Shut up and listen!
●Positioning: create a new relationship with stakeholders, particularly customers, based on values such as “pleasure, a positive outlook, insistence on the value of humans, sharing and transparency”●Participatory marketing: Consumers are involved in decisions, and often asked their opinion about new product development options●Heavy use of social media sites like FB, YouTube, Twitter
Michel et Augustin
●Comments left uncensored -- promote open dialogue●46K+ likes on FB...
Twitter●Strong Business to Consumer presence and also very useful for Business to Business●Over 500 million users worldwide●230+ million daily tweets●37.5 average age of Twitter user●Approximately 55 million users logon via their tablets or mobile phones every month●53% of Twitter users tweet recommendations for products and services - of those, 48% actually buy●Organizations leveraging Twitter include: restaurants, lawyers, medical practices, retail brands, celebrities, politicians, bloggers, media
●Recommended frequency: 6-10 tweets per day
●Network of 150+ million professionals from around the world●2 new members join approximately every second ●Execs from all Fortune 500 companies are LinkedIn users●Average user aged 44, HH income $110,000●85% of US companies plan to recruit with LinkedIn this year●34+ million users in Europe; 8 million in the UK; 3 million in France
●Complete your profile 100%●Create company profile●Recommended update frequency for personal & company pages: daily●Join 50 Groups●Give recommendations to get recommendations
Updated September 2012
Shut up and listen!
First take the temperature on what is being said about your…●Industry●Company●Products/Services●Yourself
Where to start? Listen
Free listening tools
● Google search – your company name, brands, products, your name
● Twitter-search – create an RSS feed that will update each time your name gets mentioned
● Google Alerts – https://www.google.com/alerts
● SocialMention.com
Use listening tools
What do you want to acheive?
“Start with the end in mind.” - Stephen R. Covey (The 7 Habits of Highly Effective People)
Establish your goals
What kinds of content to generate?
The Social Media Business Equation™
Generate content using this winning formula
What are the risks of being on social media?
Risks●Negative comments, criticisms, rumeurs or erroneous information being shared
●Photos being used without your permission●Confidential information or intellectual property getting leaked prematurelyBenefits●Establish confidence and credibility●Strengthen brand●Facilitate communication, market research, R&D, product improvements, sales, hiring, business goal attainment●Builds “relationship capital” on which you may need to draw someday
Risks and benefits of using social media
●
AirBnB: "We dropped the ball. Now we’re dealing
with the consequences."
What to do if things go wrong
●Stay calm●Acknowledge comments promptly: "Thank you for bringing this to our attention. We are looking into it and will respond within xxx."
●Escalate if needed●Genuinely apologize and take responsibility if you are at fault. Offer solutions.
●Establish a communications organizational chart if you don't have one already so that everyone knows whom to contact and how
If things go sideways...
What to do if things go wrong
Goals:○Communicate on diversified issues of globalisation and the world economy (e.g. employment, tax, financial policy, food security, anti-corruption)○Promote the interests of business by engaging, understanding and advising policy makers on a broad range of issues with the overarching objectives of: positively influencing the direction of international policy initiatives; ensuring business and industry needs are adequately addressed at the international fora that decide on policy decision instruments (policy advocacy), which influence national legislation; providing members with timely information on policies and their implications for business and industry.○Membership includes major national business organisations in the world.○Targets membership organisations, business community more broadly, governments/ policy makers, press and social media.○Currently, the association use of social media is limited to twitter (e.g. to cover key events, articles in the press).
Case 1: International business association
)
What to do if things go wrong
●
GOALS: 1. Communicate the brand & its values to target consumers2. Communicate products & services, as well as special events/promotions3. Get feedback from customers;4. Eventually sell products on-line
QUESTIONS: 1. What are the best social media platforms to use (i.e. impact & efficiency)?2. What is the cost & time involved in the development of each (ex. what
should I expect to pay for a decent looking professional blog)3. When to begin using these platforms?4. What is the frequency with which one has to update them to avoid the
unfortunately common outdated “place-holder” Facebook/Blog page?
Case 2: Day Spa
What to do if things go wrong
Branches in multiple countries across Europe - current social media presence varies greatly by country
Objectives: ● To create awareness & notoriety of the BFS brand● To build relationships by informing, entertaining and
engaging target audience of prospective clients, potential introducers
● To support other marketing initiatives and sales teams in their efforts to gain qualified leads
Case 3: Bibby Financial Services (BFS)
What to do if things go wrong
Upcoming EPWN event - screening of 'Miss Representation' - in October and another in Feb 2013.
How can we use social media to promote it?
Missrepresentation.org, the NGO that runs the social action campaigns that accompany the film, is pretty great at social media in the US.
Case 4: Miss Representation
Let's connect!
Email: [email protected] Tel: +33 6 24 58 50 13
Twitter.com/LadyMissMBALinkedIn.com/in/MaryBAdamsTwitter.com/SocialMediaDel
www.SocialMediaDelivered.com
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