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November 16, 2010
Social Media MarketingOptimizing Social Media for Business
SOCIAL MEDIA FOR BUSINESSES
• Social Media allows firms to connect, learn, and interact with individuals or groups that have an interest in information around the firm’s business i.e. the industry, products, services, news, trends etc. through online social mediums (e.g. Facebook, Twitter etc.).
• 3 key benefits of Social Media:
• Listen to the Social Voice: Direct contact with your audience (i.e.
customers, prospects, partners etc.) provides an incredible opportunity to
© Ayantek, LLC Confidential
customers, prospects, partners etc.) provides an incredible opportunity to
listen and hear what they are saying about your business.
• Maximize your Online Reach: Multiple platforms (i.e. Facebook, Twitter
etc.) to publish information can help maximize reach to your key
constituents, deliver pertinent information and increase “findability” for your
users.
� Optimize your Network Power: Information regarding your social
constituents (their behavior, connections, groups, influences, and patterns)
can reveal highly relevant detail, applicable to your operational and
marketing strategy.
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CASE STUDIES
• With an organized social presence, companies can maximize their reach and directly target to these individuals and/or groups
• A number of businesses are trying to figure out the most effective means to maximize their social media investments
• This presentation illustrates a few case-studies of firms in the B2C
© Ayantek, LLC Confidential
• This presentation illustrates a few case-studies of firms in the B2C or B2B space and how they are leveraging and utilizing social media for their business.
� McDonalds: B2C firm in the food industry with a wide audience
� Jeep: B2C firm in the automotive industry with passionate audience
� EMC: Fortune 1000 B2B firm in the high tech industry
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SOCIAL MEDIA PLATFORMS
� Over 500 Million active users
� Tops Google for weekly traffic
� Added 200 Million users in one year
� 140 character casual updates to your audience
� Nearly 50 Million “tweets” a day!
© Ayantek, LLC Confidential
� Nearly 50 Million “tweets” a day!
� Over 75 Million Professionals
� Networking and sharing ideas and information
• Other 3rd party social media sites
� Youtube, Flickr, Delicious, Reddit, Meetup etc.
• Generic social media platforms
� Blogs, Wikis, Forums, Discussion Groups
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How McDonald’s Uses Social Media
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McDonald’s
• McDonald’s is an international corporation that has 32,478 restaurants in 117 different countries.
• McDonald’s uses social media to communicate company news and interact with consumers.
• Social Platform Activity
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• Social Platform Activity
� Facebook business page
� Twitter account
� Flickr Gallery
� Company Blog
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McDonald’s: Facebook
• 3,800,417 Fans
• Content on Facebook
� Upcoming events
� News updates
� Restaurant Finder App
� Playing Monopoly
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� Playing Monopoly
� Information about menu items (McCafé, Burgers etc.)
� Advertisement Videos
� Supported charities
McDonald’s: Twitter
• 55,391 Followers
• Content on Twitter
� Twitter Team that consists of Customer Satisfaction members
� Updates & Information
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� Customer Service
� Feedback and Questions from McDonald’s content consumers
McDonald’s: Flickr
• Content on Flickr
� Company photographs
� Visual media that documents a behind the scenes glimpse at how McDonald’s is involved in worldwide events
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worldwide events
� Involvement in the 2010 Winter Olympics and FIFA World Cup is showcased
McDonald’s: Company Blog
© Ayantek, LLC Confidential
McDonald’s Company Blog is devoted to their corporate responsibility. Here, stakeholder questions are answered, as well as topics regarding their industry. Vice President, Bob Langert, and other staff members contribute to the Blog, so their content consumers stay informed on company related topics.
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How Jeep Uses Social Media
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Jeep
• Jeep is a brand owned by the Chrysler Group and the brand itself has a long history that began in 1941. Jeep uses social media, not only to promote its latest SUV and Crossover models, but also to interact and form an online community.
• Jeep’s approach to social media marketing has a focus on its content consumers sharing their Jeep experiences and interacting with the company on these networks.
© Ayantek, LLC Confidential
with the company on these networks.
• Social Platform Activity
� Facebook Business Page
� Twitter Account
� YouTube Channel
� Flickr Gallery
� The Jeep Community
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Jeep: Facebook
• 667,179 Fans
• Content on Facebook
� Upcoming Events
� News Updates
� Customer Uploads
� Photos
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� Photos
� Videos
� Comments
Jeep: Twitter
• 11,834 Followers
• Content on Twitter
� Company and product information
� Reviews and product evaluations from
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critics
� Interaction and Feedback
� Links to the customer ‘Pic of the Day’
Jeep: YouTube
• Content on YouTube
� Company videos about their products and capabilities
� Advertisements and commercials
� Vintage videos
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Jeep: Flickr
• 1,526 Members
• Content on Flickr
� Customer photos of their experiences
� Company photos
� Active discussion board
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� Active discussion board
Jeep: The Jeep Community
• The Jeep Community
• Interactive company site that highlights their online social networks
� Showcases the company’s favorite
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company’s favorite content consumeruploads
� Feature videos from YouTube
� Chosen photos from their Flickr group
November 16, 2010
How EMC2 Uses Social Media
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EMC
• EMC is a worldwide corporation that specializes in technologies and organization for information management.
• EMC uses social media to communicate their ideas, thought leadership, and news regarding their company and industry.
© Ayantek, LLC Confidential
• Social Platform Activity
� Facebook Business Page
� Twitter Account
� YouTube Channel
� Flickr Gallery
� LinkedIn Page
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EMC
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• EMC’s Website provides a home base for their social media sites so the visitors of their website can easily access separate content that the company provides
EMC: Facebook
• 4,743 Fans (EMC Corp)
• Facebook Content
� Multiple pages devoted to various divisions of the corporation
� Linked together
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� Linked together through tabs and events through the pages’ news feeds
� Chosen photos from their Flickr group
EMC: Twitter
• 6,311 Followers (EMC Corp)
• Twitter Content
� Multiple Twitter Feeds
� Company and industry news
� Focuses on thought
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� Focuses on thought leadership and events, than product and service promotion and information
EMC: YouTube
• Content on YouTube
� Company playlists
� Interviews
� Demos
� Product & Solution Testimonials
� EMC Fun
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� EMC Fun
� Capturing the lighter side of the company
EMC: Flickr
• Content on Flickr
� Photo Galleries
� Conferences
� Events
� Staff
� Favorite EMC photos from other Flickr
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from other Flickr members
EMC: LinkedIn
© Ayantek, LLC Confidential
EMC2 has a network on LinkedIn where employees can interact with one another and share ideas and news on their company and industry with one another and also anyone who has a LinkedIn account.
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Conclusion
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CONCLUSION
• McDonald’s, Jeep and EMC represent three very different companies that all have an extensive appearance in the social media environment.
• These examples were chosen because every business is unique, but every business can utilize the components that social media has created.
© Ayantek, LLC Confidential
• Even though the three companies are remarkably different, all three provide knowledge about the company so their content consumers have a better sense of what the company entails.
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CONCLUSION
• As a restaurant, McDonald’s publicizes their menu items and promotes their new and seasonal items to their content consumers.
• As an automotive manufacturer, Jeep advertises their current models and upcoming releases; Jeep also emphasizes that they have a solid community by interacting with their online network through their various social media outlets.
• As a knowledge based corporation, EMC uses their social media
© Ayantek, LLC Confidential
• As a knowledge based corporation, EMC uses their social media presence to display their involvement in local and global events, and share information regarding advances within their corporation and the industry through articles and multimedia.
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CONCLUSION
• Social Media allows companies to share and inform content consumers using different forms of multimedia
• When considering a Social Media presence:
� Understand your audience
� Know where your audience is
� Design a strategy
� Plan what types of content to share
© Ayantek, LLC Confidential
� Plan what types of content to share
� More is more, in terms of content amount
� Interact with your content consumers
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ADDITIONAL SITES & INFORMATION
• Facebook Pages
• Twitter For Business
• Flickr
© Ayantek, LLC Confidential
• Flickr
• YouTube
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