facebook social media why
Post on 03-Jul-2015
587 Views
Preview:
DESCRIPTION
TRANSCRIPT
How to Use Facebook for Business
THE MYTHS
The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
SOCIAL MEDIA DEFINED
THE MYTHS
Social media can help you in all stages of marketing, self-promotion, public relations, and customer service:
o research
o strategic planning
o implementation
o evaluation
SOCIAL MEDIA DEFINED
THE MYTHS
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
SOCIAL MEDIA DEFINED
THE MYTHS
The conversation is not:o controlled
o organized
o “on message”
The conversation is:o organic
o complex
o speaks in a human voice
Social media is not a strategy or a tactic –it’s simply a channel.
SOCIAL MEDIA DEFINED
THE MYTHS
o Fastest growing social network in the world (500 million members)
o Powerful tools to engage and understand your audience:o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls
THE TOOLS
THE MYTHS
o Your brand’s homepageon Facebook.
o Allow you to post photos, videos, events and other messages.
o Users interact with you byo Liking the page
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Likers see your page updates in their newsfeed
THE TOOLS
THE MYTHS
Reacho Website visits / views
o volume of reviews and comments
o Incoming links
Action & Insighto Sales inquiries
o New business
o Customer satisfaction and loyalty
o Marketing efficiency
Engagement & Influenceo Sentiment of reviews
and comments
o Brand affinity
o Commenter authority/influence
o Time spent
o Favourites / Friends / Fans
o Viral forwards
o Number of downloads
SOCIAL MEDIA DEFINED
Source: The Digital Influence Group, Measuring the Influence of Social Media
THE MYTHS
1. Discovery(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
KEYS TO SUCCESS
o Find where your audience is participating and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
KEYS TO SUCCESS
THE MYTHS
o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
o Companies that use crowd sourcing include:o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
KEYS TO SUCCESS
o Avoid puffery(people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
KEYS TO SUCCESS
THE MYTHS
o Think like a contributor, not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
KEYS TO SUCCESS
THE MYTHS
Resources required for social media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value
SOCIAL MEDIA DEFINED
o You need buy in from everyone in the organization
o Convince your CEO that social media is relevant to your organization
o Outsource the campaign to a professional who knows your industry and has experience in social media.
KEYS TO SUCCESS
THE MYTHS
Doo establish a presence on the
social networks your customers and colleagues use
o create a page to promote your brand
o point your liker’s to your company blog or contest
o encourage a discussion and participate frequently
o explore targeted advertising opportunities
Don’to create a page and fail to
maintain it
o try a hard sell approach
o censor comments
o spam your fans/friends with frequent private messages – you’ll drive them away
o post false information
THE TOOLS
1. Make a plan
2. Listen
3. Be transparent & honest
4. Be personal and act like a person
5. Contribute in a meaningful way
6. See criticism as an opportunity
7. Be proactive
8. Accept you can’t do it all yourself
KEYS TO SUCCESS
THE MYTHS
o Experiment personallybefore professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
KEYS TO SUCCESS
1. Word of Mouth peer-to-peer discussions are more influentialthan the mass media
2. Participate by enabling and feeding the conversation
3. Be transparent & honest
3 TAKE AWAY MESSAGES
top related