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Social Media For Business, Can It Work?

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Communications 21
Communications 21

The presentation was delivered November 13, 2009 by Marlena Reed and Sharon Goldmacher of Atlanta based marketing firm communications 21 to the National Credit Reporting Association.

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Social Media for Business
What is Web 2.0?It is a design philosophy, it is not any one applicationPerceived second generation of web development that facilitates communication, secure information sharing and collaboration on the World Wide Web.Led to the development and evolution of web based communities, hosted services, and applications such as social networking, video sharing sites, wikis, blogs, etc.
Conversation Prism
Social Media PlatformsBlogsFacebookLinkedIn/PlaxoNingRSSTwitterWikis
What is Social Media?Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
Social Media DefinedSocial media is an umbrella term that:Defines the various activities that integrate technology, social interaction and the construction of words, images and audioCommunication has shifted from one to many – or one-way broadcasting to a true dialogue and conversation (many to many)People have transformed from content consumers into content producersInteractions can include chat, e-mail, video, file sharing, blogging and discussion groupsInformation sharing is immediate and viral
Social Media UseAccording to Cone’s 2008 Business in Social Media Study:60% of Americans are using social mediaOf those, 59% are interacting with companies online93% of social media users believe companies should have a social media presenceeMarketer expects the number of U.S. adults using social media to grow to more than 76% this yearThink of it as a gazillion conversations happening online 24/7
It’s Here to Stay
It’s Global
Mind Blowing Stats3,000,000The average number of Tweets per day on Twitter.100,000,000The number of YouTube videos viewed per day.1,000,000,000 The amount of content shared each week on Facebook.3,600,000,000The number of photos archived on Flickr (6/09).5,000,000,000The number of minutes spent on Facebook each day.Why Use Social Media?3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 20082/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009Visiting social sites is now the 4th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009If Facebook were a country, it would be the 4th largest – between the U.S. and Indonesia – Podcasting News, 2009In 2010, Gen Y will outnumber Baby Boomers, and 96% have joined social networks
Social Media Can Impact BusinessPublic relationsCustomer serviceLoyalty buildingCollaborationNetworkingThought leadershipCustomer acquisition too
Evolving Communication
Social Media Spending Up
Measurement
InsightsSource: MarketingSherpa Social Media Marketing & PR Benchmark Guide 2009
Social Media PlatformsBlogsFacebookLinkedIn/PlaxoNingRSSTwitterWikis
BlogWhat it is:An online journal, short for “Web log”Can be open to comments or closedCan be customized with widgets and link to corporate Web sites and/or social mediaWhy it’s important: 77% of all Internet users read blogsAlmost half (45%) of all Internet users have started their own blogs36% of Internet users think more positively about companies that use blogs32% of Internet users trust bloggers' opinions on products and services (Source: PRNews, March 2008)Frequent blog posts can increase search engine rankings
BlogTechnorati is a leading blog aggregator and search engine
FacebookWhat it is:The largest social networking site, with more than 122M unique visits, June 2009Users create a profile and share photos, videos, events, messages and moreWhy it’s important: 300M active users Global visitors spend 8 billion minutes on the site each dayFastest growing segment is 35 years old+Drives added traffic to corporate siteFrequent changes improve search engine optimization
Elements of FacebookPagesGroupsSecurity SettingsXUser ProfileXApplications
FacebookPersonal Profile vs. Business Page:Create a Personal Profile first, then create a Business Page that you administerPersonal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)Business Pages offer rich customization/integration tools:Analytics
Integrated advertising
Can be extended with custom 3rd party ApplicationsProfiles are for people, not companies
LinkedInWhat it is:Social networking platform for business professionals & executivesMore than 43 million members worldwideWhy it’s important:Content updates improve SEOBusiness organizations benefit from their employees’ professional connectionsForm connections at a professional level vs. solely personal levelPosition SMEs as thought leaders by creating or joining appropriate groups
PlaxoWhat it is:Platform that offers a mix of professional and personal connections; a “hybrid” social networkWhy it’s important:Content updates improve SEOGain a deeper understanding of your customers’ online lives through rich sharing among users (blogs, Twitter, Flickr, etc)
NingWhat it is:Allows users to join and create new social networks for their interests and passionsEnables brands to develop their own unique social network that integrates with other Web 2.0 platformsWhy It’s Important:Listening and research opportunities among your most engaged customers and/or prospects
NingMore than 3,300 social media networks dedicated to national credit reporting are registered on ning.com
TwitterWhat it is:A microblogging platform that allows users to post short, 140-character updatesWhy it’s important: Twitter had 23.5 million unique visitors in August 2009 (Source: Compete.com)Marketers can create a community of followers to which they push information while developing a corporate personalityFollow, Retweet, Respond, DM
TwitterTweets are permanent (cannot be deleted)The content is so easily digestible that users can follow hundreds of micro-bloggersLike other social media, the proof is in more nebulous measuresNumber of followersRe-tweetsChanges in opt-in rates or visitsProvides a window into a company’s culture, personalityImproves SEO by using keywords in posts
RSSWhat it is:Real Simple SyndicationProvides “feeds” of full or summarized text of new Web contentWhy it’s important:Allows you to easily push information to your consumers on their termsAllows readers to subscribe to timely updates from favored Web sites or to aggregate feeds from many sites into one placeContent can be delivered to multiple platformsWeb-based, desktop-based, mobileRSS SymbolRSS Symbol
RSSGoogle Reader Feedreader.com, an easy-to-use feed aggregator
Wiki13 million articles on WikipediaWhat it is:Sites that support multiple contributors with a shared responsibility for creating and maintaining content (Groundswell)Why it’s important:Corporate-developed Wikis educate/engage customers on specific topics most important to them Public Wikipedia pages can appear in the top few results on Web searches based on frequent changesContributors discuss content and issues in “talk pages” associated with each Wiki
How Do You Begin?
Know Your AudiencesForrester's Social Technographics® defines six types of social media consumers:Among U.S. men & women, ages 18-55:73% - Spectators51% - Joiners37% - Critics24% - Creators21% - Collectors18% - InactivesCreators make social content go. They write blogs, upload music, video or text
Critics respond to content from others
Collectors organize content for themselves and others using RSS feeds, tags, etc.
Joiners connect in social networks like Facebook
Spectators consume content, including blogs, podcasts, user-generated video, forums, etc.
Inactives neither create or consumer social content of any kindSource: Forrester.com
Start by ListeningConnectInfluenceListenSparkConversations:Share the stories behind the work and help educate others:Tag Community contentUpload shareable content: videos/photos/ podcastsCreate Opportunities:Trial small events of interest and invite the communityEngage Conversations: Analyze the mood and drivers behind the conversationParticipate in the Activity:Attend and join in other people’s events and happeningsMonitor Conversations: Blog monitoringTag watchingConversation trackingCreate an Individual Presence:Join the communities to learn who’s out there
Twitter ToolsTwitter Search: Real-time search of keywords and topics being discussedLinks to Twitter profile pages (@abc123)TweetFeel:Track the positive/negative sentiment associated with keyword mentionsLinks to Twitter profile pagesTweetDeck:Program that facilitates remote updating and feed management from desktop or iPhone
So, What Do You Do?Define your company’s social media strategyThink in conversations not campaignsAsk for help if you need it
Really, What Do You Do?Social media should be part of a marketing PR strategy. Social media…Is not a panaceaMust be authenticMust be consistent/frequent for maximum successDetermine who should own social media?If possible, integrate it across marketing, sales, PR and even HREstablish specific metricsMeasure # of conversations and quality, not sheer fan volume
The Avenue Affordable LuxuriesGoalsGrow Facebook fans to 1,000Engage a new community of shoppersGain feedback on The Avenue brandTacticsLeveraged Affordable Luxuries advertising campaign to create a promotion for ShopTheAvenue Facebook page
The Avenue Affordable LuxuriesTacticsDeveloped valuable prize packageCreated easy to enter contest – join, take an actionPromoted contest via online and traditional marketing PRPress releases, e-mails to more than 60,000 recipients, event listings, listed on corporate Web site, advertising and onsite signageResultsGrew fans from 65 to 1,300 in 3 weeksFans posted ~100 photos/200 comments on deals95+ unsolicited, positive comments about the brandReached a new audience of shoppers70% of fans were not e-mail recipientsMedia coverage value totaled $19,500 – more than twice the project budget – and resulted in 339,000 media impressions Social media results helped to secure a new tenant for The Avenue

More Related Content

Social Media For Business, Can It Work?

  • 2. What is Web 2.0?It is a design philosophy, it is not any one applicationPerceived second generation of web development that facilitates communication, secure information sharing and collaboration on the World Wide Web.Led to the development and evolution of web based communities, hosted services, and applications such as social networking, video sharing sites, wikis, blogs, etc.
  • 5. What is Social Media?Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
  • 6. Social Media DefinedSocial media is an umbrella term that:Defines the various activities that integrate technology, social interaction and the construction of words, images and audioCommunication has shifted from one to many – or one-way broadcasting to a true dialogue and conversation (many to many)People have transformed from content consumers into content producersInteractions can include chat, e-mail, video, file sharing, blogging and discussion groupsInformation sharing is immediate and viral
  • 7. Social Media UseAccording to Cone’s 2008 Business in Social Media Study:60% of Americans are using social mediaOf those, 59% are interacting with companies online93% of social media users believe companies should have a social media presenceeMarketer expects the number of U.S. adults using social media to grow to more than 76% this yearThink of it as a gazillion conversations happening online 24/7
  • 10. Mind Blowing Stats3,000,000The average number of Tweets per day on Twitter.100,000,000The number of YouTube videos viewed per day.1,000,000,000 The amount of content shared each week on Facebook.3,600,000,000The number of photos archived on Flickr (6/09).5,000,000,000The number of minutes spent on Facebook each day.Why Use Social Media?3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 20082/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009Visiting social sites is now the 4th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009If Facebook were a country, it would be the 4th largest – between the U.S. and Indonesia – Podcasting News, 2009In 2010, Gen Y will outnumber Baby Boomers, and 96% have joined social networks
  • 11. Social Media Can Impact BusinessPublic relationsCustomer serviceLoyalty buildingCollaborationNetworkingThought leadershipCustomer acquisition too
  • 15. InsightsSource: MarketingSherpa Social Media Marketing & PR Benchmark Guide 2009
  • 17. BlogWhat it is:An online journal, short for “Web log”Can be open to comments or closedCan be customized with widgets and link to corporate Web sites and/or social mediaWhy it’s important: 77% of all Internet users read blogsAlmost half (45%) of all Internet users have started their own blogs36% of Internet users think more positively about companies that use blogs32% of Internet users trust bloggers' opinions on products and services (Source: PRNews, March 2008)Frequent blog posts can increase search engine rankings
  • 18. BlogTechnorati is a leading blog aggregator and search engine
  • 19. FacebookWhat it is:The largest social networking site, with more than 122M unique visits, June 2009Users create a profile and share photos, videos, events, messages and moreWhy it’s important: 300M active users Global visitors spend 8 billion minutes on the site each dayFastest growing segment is 35 years old+Drives added traffic to corporate siteFrequent changes improve search engine optimization
  • 20. Elements of FacebookPagesGroupsSecurity SettingsXUser ProfileXApplications
  • 21. FacebookPersonal Profile vs. Business Page:Create a Personal Profile first, then create a Business Page that you administerPersonal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)Business Pages offer rich customization/integration tools:Analytics
  • 23. Can be extended with custom 3rd party ApplicationsProfiles are for people, not companies
  • 24. LinkedInWhat it is:Social networking platform for business professionals & executivesMore than 43 million members worldwideWhy it’s important:Content updates improve SEOBusiness organizations benefit from their employees’ professional connectionsForm connections at a professional level vs. solely personal levelPosition SMEs as thought leaders by creating or joining appropriate groups
  • 25. PlaxoWhat it is:Platform that offers a mix of professional and personal connections; a “hybrid” social networkWhy it’s important:Content updates improve SEOGain a deeper understanding of your customers’ online lives through rich sharing among users (blogs, Twitter, Flickr, etc)
  • 26. NingWhat it is:Allows users to join and create new social networks for their interests and passionsEnables brands to develop their own unique social network that integrates with other Web 2.0 platformsWhy It’s Important:Listening and research opportunities among your most engaged customers and/or prospects
  • 27. NingMore than 3,300 social media networks dedicated to national credit reporting are registered on ning.com
  • 28. TwitterWhat it is:A microblogging platform that allows users to post short, 140-character updatesWhy it’s important: Twitter had 23.5 million unique visitors in August 2009 (Source: Compete.com)Marketers can create a community of followers to which they push information while developing a corporate personalityFollow, Retweet, Respond, DM
  • 29. TwitterTweets are permanent (cannot be deleted)The content is so easily digestible that users can follow hundreds of micro-bloggersLike other social media, the proof is in more nebulous measuresNumber of followersRe-tweetsChanges in opt-in rates or visitsProvides a window into a company’s culture, personalityImproves SEO by using keywords in posts
  • 30. RSSWhat it is:Real Simple SyndicationProvides “feeds” of full or summarized text of new Web contentWhy it’s important:Allows you to easily push information to your consumers on their termsAllows readers to subscribe to timely updates from favored Web sites or to aggregate feeds from many sites into one placeContent can be delivered to multiple platformsWeb-based, desktop-based, mobileRSS SymbolRSS Symbol
  • 31. RSSGoogle Reader Feedreader.com, an easy-to-use feed aggregator
  • 32. Wiki13 million articles on WikipediaWhat it is:Sites that support multiple contributors with a shared responsibility for creating and maintaining content (Groundswell)Why it’s important:Corporate-developed Wikis educate/engage customers on specific topics most important to them Public Wikipedia pages can appear in the top few results on Web searches based on frequent changesContributors discuss content and issues in “talk pages” associated with each Wiki
  • 33. How Do You Begin?
  • 34. Know Your AudiencesForrester's Social Technographics® defines six types of social media consumers:Among U.S. men & women, ages 18-55:73% - Spectators51% - Joiners37% - Critics24% - Creators21% - Collectors18% - InactivesCreators make social content go. They write blogs, upload music, video or text
  • 35. Critics respond to content from others
  • 36. Collectors organize content for themselves and others using RSS feeds, tags, etc.
  • 37. Joiners connect in social networks like Facebook
  • 38. Spectators consume content, including blogs, podcasts, user-generated video, forums, etc.
  • 39. Inactives neither create or consumer social content of any kindSource: Forrester.com
  • 40. Start by ListeningConnectInfluenceListenSparkConversations:Share the stories behind the work and help educate others:Tag Community contentUpload shareable content: videos/photos/ podcastsCreate Opportunities:Trial small events of interest and invite the communityEngage Conversations: Analyze the mood and drivers behind the conversationParticipate in the Activity:Attend and join in other people’s events and happeningsMonitor Conversations: Blog monitoringTag watchingConversation trackingCreate an Individual Presence:Join the communities to learn who’s out there
  • 41. Twitter ToolsTwitter Search: Real-time search of keywords and topics being discussedLinks to Twitter profile pages (@abc123)TweetFeel:Track the positive/negative sentiment associated with keyword mentionsLinks to Twitter profile pagesTweetDeck:Program that facilitates remote updating and feed management from desktop or iPhone
  • 42. So, What Do You Do?Define your company’s social media strategyThink in conversations not campaignsAsk for help if you need it
  • 43. Really, What Do You Do?Social media should be part of a marketing PR strategy. Social media…Is not a panaceaMust be authenticMust be consistent/frequent for maximum successDetermine who should own social media?If possible, integrate it across marketing, sales, PR and even HREstablish specific metricsMeasure # of conversations and quality, not sheer fan volume
  • 44. The Avenue Affordable LuxuriesGoalsGrow Facebook fans to 1,000Engage a new community of shoppersGain feedback on The Avenue brandTacticsLeveraged Affordable Luxuries advertising campaign to create a promotion for ShopTheAvenue Facebook page
  • 45. The Avenue Affordable LuxuriesTacticsDeveloped valuable prize packageCreated easy to enter contest – join, take an actionPromoted contest via online and traditional marketing PRPress releases, e-mails to more than 60,000 recipients, event listings, listed on corporate Web site, advertising and onsite signageResultsGrew fans from 65 to 1,300 in 3 weeksFans posted ~100 photos/200 comments on deals95+ unsolicited, positive comments about the brandReached a new audience of shoppers70% of fans were not e-mail recipientsMedia coverage value totaled $19,500 – more than twice the project budget – and resulted in 339,000 media impressions Social media results helped to secure a new tenant for The Avenue
  • 46. United LinenOklahoma-based SMBUniform and linen services for the hospitality and healthcare industriesFamily-owned, founded in 1936Social media goalsLead generationCustomer retention
  • 47. United LinenTactics:Blog (must-see napkin folding demos)FacebookFlickrTwitterYouTube
  • 48. United LinenResults:Major business-media buzzNational coverage for a regional small business is invaluableEnhanced customer serviceTwitter used to update customers during bad weather Building new business relationshipsReaching new audiences
  • 49. Dive InDetermine the tools to useAdapt traditional metricsSet sights on low-hanging fruitSet employee policiesSet expectations for behavior, educate your team, keep rules simple /focus on transparency Interactive agencies can help to draft policies for HR reviewTrack the impact on other channelsWeb traffic, media coverage, salesBe flexible to change tactics with new technology
  • 51. Contact Usc21i is c21’s dedicated interactive practice area, specializing in social media, e-mail marketing, pay-per-click advertising and interactive marketing services. Sharon Goldmacher, President & CEOMarlena Reed, VP, Interactive Services(404) 814-1330sgoldmacher@c21pr.commreed@c21pr.comhttp://cwordblog.wordpress.com/www.facebook.com/c21pr

Editor's Notes

  1. Engage by asking questions of the audience
  2. Specific metrics - Grow fans to X-number within X-timeframeEngage fans/followers/subscribers through conversation, promotions, surveys, polling, etc.