20. “ If they are saying nothing about you, you are not even in the game. If people say you stink, at least you are in the conversation and you can turn it around.” Thomas Hoen, Director of Brand Communications & new media at Eastman Kodak Co.
84. Tools Hootsuite – Managing most common social media sites http://hootsuite.com/ Tweetdeck - better mobile application http://www.tweetdeck.com/ Spredfast – Social media campaign management http://spredfast.com/ Tweetbeep– set up alerts http://tweetbeep.com/ Icerocket & twingly – search engines for blogs etc. http://www.icerocket.com/ http://www.twingly.com/ http://farm1.static.flickr.com/19/100043823_a730ba854b.jpg
85. Excerpt: Study by Burson- Marsteller of 100 Fortune Global 500 companies
86. - Terminology Following: People you choose to follow Followers: People who follow you Tweets: the comments posted on twitter RT (Retweet): Forwarding of a tweet to your followers @reply: Your reply to a comment on twitter DM (direct message): only possible if the person follows you as well #: used to categorise tweets e.g. #americanidol Lists: used to categorise people you follow
Pay to play doesn't work, have to play to play (get back what you put in)
Show social media revolution video
Shift worldwide18% believe in trad media (readership is declining:New Zealand Herald, down 5.8%Waikato Times, down 0.5%Dominion Post, down 4.3%The Press, down 2.4%Otago Daily Times, down 0.3%Southland Times, down 0.6% (ABC circulation figures)Overseas, e.g. In uk is even worse : http://uncensored.co.nz/2010/02/15/shock-horror-newspaper-readership-results/50% believe in message of friendSocial media has lifted a barrier to entry: dont have to wait anymore for your story to be picked up by newspaper etc
Facebookover 500 million users
Nz: 65% is two thirds use facebook, followed by bebo and one third doesnt engage (attitudenz, nov ‘09)Social media usage in relation to population is bigger than US
Tell story of a guy who was flying united airways. He watched the baggage handlers throwing luggage around on the run way. When he got to his destination he found his guitar was snapped. United would not pay for it so he promised to write 3 songs about it. The first one got over 3 million views on youtube. Over 3milion views
Opportunities for market research (competitive ressearch), mainly about: engagement with your stakeholders, brand building and creation of brand evangelists=> highly engaged and want to be heard, its all about conversations
Builds awareness
Increases visibility
That is not the question anymore but where to start there is so much out there
What channel?
Youtube: Second biggest search engine after googleGood for SEO as videos rank high
“get spooning” app promotes new economy skycouch, invite your friends, send them personal message and it will appear on their wall
e.g. SkycouchEducation: safety videos
Cost: it is not free and not easy, Labour intensive: Once followers are used to a level of engagement, is expected (what about the 9-5pm job?) Treat as another marketing channel in respect to resourcingMeasurement: Results of sm are hard to measure (brand awareness, recognition), don’t expect absolutes or immediate results -> buying behaviourAlignment: Needs to fit with strategy and aligned with rest of marketingConsistent voice: across the different channels or sites, if not yourself choose a passionate person, Key decision maker, access to info and ? (power) to make decisionsVoice also should be positiveBut also consistent engagement: time mgmt, set aside time for rt, comments etcHonesty: in sm everything is out in the open, is about transparency, so react to negative & positive feedbackMake purpose of account clear, e.g. Airpoints fairy, dont have squatters or ghost accounts (Abandoned accounts are more detrimental)
by avoiding the place where conversation is happening, missing out on opportunity to be heard and understoodDepends on industry and business
(can see value in engaging but not direct benefits and does not know how)
Where are your customers, how can you find outLets show you an exampleSpeechSchool: Search for accent- 3rd page: i wish i had a british accent.., Twitter: speechschool: follow peopleAdv, search
Develop strategy: objectives and activitiesFramework that defines parameters but needs to allow for flexibility, e.g. What happens if someone talks negatively about you, no worries if you are in charge but if you delegate, make sure the person can contact you, understand that they will make mistakes
What do others say about youWhat do they find when they are looking for youAnd competitors(search on twitter ect, google alerts)
Building trust, two reasons: they trust, they buy anything of you or they might not be the purchasers but taking viral marketing into consideration, they will have friends ->recommend you
Reach out through tweets, comments, send DM’s, ask questions, share content, send videos, give them a gift (serve them with your talent, e.g. Free advice)Influencers: have wider reachGroup of alliances (customers, partners)-> act as testimonials, because it is online can be traced back (building a history, so future customers can refer to it)Create valuable content: dont spam, change your mindset from how to make money to how to give valueWhat is in it for them?dont try and push your message, promotions on them but give things awayMost people dont have discipline to implement it-> need youTalk about success of your clients, be interesting or controversialContent: e.g. A frequently asked question into blog post, interview someone, share industry experience
Objectives: apart from “trying it”Time: incl. Scanning for news etc & time at homeResults: not about quantity but quality, some followers are UnlimitedMag, founder of idealogmag, clever entrepreneursMarket research: 8 responses (2knew, 1 looked at website, rest was interested 2 know)Urgent requests: ask questions, courier & stolen bag
Links to blog: e.g.Speechschool. Tv not to news siteLong-term: strategy->dont expect immediate resultsExperimental: Execute, measure, refine and repeat->trial and error
SummaryNo question, you need to do something nowConsider reach
Spredfast: campaign management but also more sophisticate reporting(Also: Chatter (salesforce)- private collaboration space for companiesNing: create your own social network
Study by burson-marsteller of 100 of fortune global 500 companies
Profiles only for personal use, businesses: pages or groups- page is equivalent to profile but fans instead of friendsUnlike groups, fan pages are visible to unregistered people and page insights and can create events and invite peopleShow ecentre pageApplications: can write your own e.g. Westfield christmas cardAdvertising: pay per click (apparently better returns than google ads), set a monthly limit
