a crash course in social media

© Viadeo 2010

What is “Social Media?”& how can it help my business?

Wayne GibbinsCommunications Director

[The videos]

• The links below relate to some of the public videos shown during the presentation:

• Short Socialnomics vid: http://bit.ly/jq1zZ1

• And the longer Fat Boy Slim version: http://bit.ly/jI8no7

• The Old Spice ad: http://bit.ly/dcJ7Dx • & the blacklab response: http://

bit.ly/mMkDtn

*this slide was added after the seminar

Maybe just a fad?

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Social Media

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What does it include?

Social Media

Content Share

LocationBased

Blogs

Wikis

Professional Networks

Social Networks

Micro- blogging

Bookmarking

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So a Social Network…

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How do they work?

PLATFORM

PEOPLE

Connect with people you know (Facebook, Twitter etc.) or through content you like (Flickr, YouTube)

From these grows relationships based on shared knowledge, experience or content.

Relationships and networks grow through continued engagement and sharing.

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How can businesses benefit?

In-Store

Out-of-store / back office

AnswerQuestions

Listen

Solve a problem

SuggestExperience

SellAdvise

Offers

Promote

Support Line

Introduce a friend

Press

Suppliers

Staff

Evolve

New Products

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Case Study?

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His Twitter handle: @taxioviedoWebsite: http://www.taxioviedo.com/Blog: http://taxioviedo.blogspot.comAnd his taxi!

Rixar Garcia

So what’s changing?

• A changing marketing model.

• New channels to reach your customers.

• New metrics to prioritize consumer influence

• New metrics to measure campaign performance.

• New influences on ‘traditional’ digital marketing.

The advertising funnel

See Ad

Enquire

Buy

We require a large audience to achieve a small sale

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The influential model

Target Influencer

Influencer Amplifies Message

Much wider audience for potential sales

Robert Scoble

NevilleHobson

PaulSteele

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Case Study?

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New Metrics

.. To define influencer importance

And reward social status

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Klout AlgorithmTrue ReachAmplification ProbabilityNetwork Value

New Metrics

… To measure campaign performance.

Measurements such as Facebook Insights start to tell us more about how consumers are engaging with our brand and content.

Greater engagement means greater exposure and business potential

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New Influences

… on ‘traditional’ digital marketing.

Facebook likes are now appearing in Bing results

Google +1 votes will appear in results and count to your adwords quality score.

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How to spice things up (JUMP)

Offline Media

Social Media

Raise ProfileBuild Online AudienceAmplify Success

CustomisationPersonalisationConversationEngagement

PressAdvertising

Events

ContentCommentary

CommunitySharing

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How to spice things up

Launch Ad

Response Example

Twitter engagement

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How to spice things up

Return on Investment

twitter: @waynegibbinsImage from: http://bit.ly/l2TpIv

Key things to understand

Transparency, accountability & openness

People talking to people

New channel, no shouting

Everyone is in PR

3 way dialogue

Power of recommendation

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Some good practice

Clear objectives

Champion & Empower

Change management

Customer centric

Consistent & Regular

Value not marketing

Crisis management

Not just the numbers

Realistic measurements

Innovation vs emulation

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Where are we?

Social media channels

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Social Ambassadors

Comms: Sharing and engaging on Twitter, Facebook, Flickr & YouTube from branded accounts / channels

Spokespeople: Sharing and engaging from our personal accounts – building relationships

Experts: Sharing and engaging from our personal accounts – building relationship

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Harness social media?

Understand, embed, harness

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Image: © UBS

Thank you, any questions?

Or contact me

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