what is social media?

WHAT IS

SOCIAL MEDIA

VARIOUS DEFINITIONS

Social media uses web-based technologies to turncommunication into interactive dialogues

VARIOUS DEFINITIONS

A group of Internet-based applications that build onthe ideological and technological foundations ofWeb 2.0, which allows the creation and exchange ofuser-generated content

VARIOUS DEFINITIONS

An umbrella term that defines the various activities thatintegrate technology, social interaction and theconstruction of words, pictures, videos and audio

VARIOUS DEFINITIONS

Businesses also refer to social media as consumer-generated media (CGM)

VARIOUS DEFINITIONS

IN REALITY...

Think of regular media as a one-way street where you can reada newspaper or listen to a report on television, but you havevery limited ability to give your thoughts on the matter

IN REALITY...

Social media, on the other hand, is a two-way streetthat gives you the ability to communicate too

IN REALITY...

THE TOOLSSocial media can take many different forms,including:

Internet forums

THE TOOLS

e.g. Building forum, RIBAnet, Property Network,The Construction Index

Social networking

THE TOOLS

e.g. Facebook, LinkedIn, The ConstructionNetwork, Mumsnet, Ning

Blogs

THE TOOLS

e.g. Blogger, Expression Engine, Wordpress,CNplus, RIBAblogs

Microblogging

THE TOOLS

e.g. Twitter, Yammer

Wikis

THE TOOLS

e.g. Wikipedia, RIBApedia

Pictures

THE TOOLS

e.g. Flickr, Photobucket

Video

THE TOOLS

e.g. YouTube, Vimeo

Socialbookmarking

THE TOOLS

e.g. StumbleUpon, Zootool

WHERE ARE WE NOW?

If Facebook was a country it would be the third most populatedin the world, ahead of the United States

– with only India and China being more populated

WHERE ARE WE NOW?

WHERE ARE WE NOW?

500 billion MinutesarespentonFacebookeverymonth

– up from 150 billion in 2009

WHERE ARE WE NOW?

2 billion YouTubevideosviewedperday

– twice as many as there were in 2009

WHERE ARE WE NOW?

4 billion imageshostedonFlickr

WHERE ARE WE NOW?

95% ofcompaniesnowuseLinkedIn to findandattract(and probably vet) employees

- 59% use Facebook and 42% use Twitter

WHERE ARE WE NOW?

27 million tweetsperdayonTwitter

- 8x the volume compared to 2009

WHERE ARE WE NOW?

2100 Architecture Groupson LinkedIn

WHERE ARE WE NOW?

2100 Architecture Groupson LinkedIn

3700 ConstructionGroups on LinkedIn

WHERE ARE WE NOW?

108 Architecture, Engineer& Constructor (AEC)groups on LinkedIn

2100 Architecture Groupson LinkedIn

3700 ConstructionGroups on LinkedIn

WHERE ARE WE NOW?

108 Architecture, Engineer& Constructor (AEC)groups on LinkedIn

2100 Architecture Groupson LinkedIn

3700 ConstructionGroups on LinkedIn

1309 Members onBuilding Network

WHERE ARE WE NOW?

108 Architecture, Engineer& Constructor (AEC)groups on LinkedIn

2100 Architecture Groupson LinkedIn

3700 ConstructionGroups on LinkedIn

4057 Members onThe PropertyNetwork1309 Members on

Building Network

WHERE ARE WE NOW?

108 Architecture, Engineer& Constructor (AEC)groups on LinkedIn

2100 Architecture Groupson LinkedIn

3700 ConstructionGroups on LinkedIn

4057 Members onThe PropertyNetwork1309 Members on

Building Network

1637 Members on TheConstructionNetwork

WHERE ARE WE NOW?

Suffice to say that this type of activity is here to stay, especiallyfor the generation that’s coming into employment now

- more than half the human race is under the age of 30

The way we access theinternet and socialmedia is evolvingquickly as we now haveaccess wherever weare via smartphonesand tablets (iPhone, Blackberry, Android and iPad)

WHERE ARE WE NOW?

WHAT DOES IT MEAN?

WHAT DOES IT MEAN?

First there was print mediaThen there was the internet Now there is social media

All of which require the delivery of quality content

WHAT’S THEDIFFERENCE?

WHAT ‘S THE DIFFERENCE?

TransparentInclusive

Immediate

Vibrant

A way for people to talk about your brand at anytime of the day or night

Authentic Consumer-driven

WHY DO IT?

Because visiting social sites is now the 3rd most popular onlineactivity – ahead of personal email

WHY DO IT?

With the increase in email and a lack of exhibitions, peoplerequire more of an interaction - albeit electronically

WHY DO IT?

Can give a personality to the brand that a corporate website won’t

WHY DO IT?

Immediate, responsive and collaborative

WHY DO IT?

Improve your SEO

WHY DO IT?

Is a great way to gauge brand perception on adaily basis and to be able to counter any negativity

WHY DO IT?

See it as a natural extension to your

public relations customer serviceloyalty building collaboration networkingthought leadership

...and customer acquisition

WHY DO IT?

Youcaneitherbepartof itor ignore it,

WHY DO IT?

but be warned,your competitors are probably already doing it!!

A RECENT SURVEYSTATES THAT...

More than a third (39 per cent) of small firms reportedthat they used social media for marketing last year,according to a new report

A RECENT SURVEY STATES THAT...

American Express OPEN's "Small Business Monitor"report for the autumn has revealed that Facebookremains the most popular with small business owners

A RECENT SURVEY STATES THAT...

Over a quarter (27 per cent) that used social mediaclaimed to use Facebook

A RECENT SURVEY STATES THAT...

This is compared to under one in ten for the professionalnetwork LinkedIn (9 per cent), 8 per cent for Twitter andfive per cent that used a blog instead

A RECENT SURVEY STATES THAT...

The main reason cited by business owners was toincrease exposure for their business, while 15 per centwanted to drive traffic to their site

A RECENT SURVEY STATES THAT...

SOME GUIDELINES

Google AlertsTweetdeckRSS

SOME GUIDELINES

FacebookTwitterLinkedInYouTubeThe Construction NetworkBuilding ForumBlog

SOME GUIDELINES

ReachBuzzSentimentInfluenceWhat matters to the business

SOME GUIDELINES

WHAT IS

SOCIAL MEDIA

DELIVERABLES

Website visitors

Leads

Customers

»»

»

DELIVERABLES

Gives your company a social face that can enhancethe corporate position

Offers an insight into a company’s philosophy andpersonality

Provides ‘fans’ with the back story to companyinitiatives and developments - a window into behind the scenes activity

DELIVERABLES

A platform for feedback and discussion

Updates can be timely - as the ‘non’ professional(not unprofessional) content allows for quickerturnaround

Frequency, as content can be developed onrelatively small budgets

DELIVERABLES

Good example:Triton showers

DELIVERABLES

Positioning - presents an organisation as authoritative and able to informothers of developments within its field of expertise

Gives a perception of pace – of continual innovation and forward thinking

CommentingCampaigningEngagement

Using bite size pieces of pre-generated content

DELIVERABLES

Good example:Su Butcher

DELIVERABLES

Create YouTube channelUpload Corporate videosTraining videosSite visitsEmployee videosUser videos

Linked to Facebook

Broadcast via Twitter

DELIVERABLES

Good example:RIBA

DELIVERABLES

There are currently 126 million blogs on the internet

Blogs require commitment, even if an element ismanaged by a third party i.e. an agency

A definite personality is required

Caution

DELIVERABLES

Demonstrate authority Prove industry leadershipVoice opinion Give answersSupport your marketing campaigns Encourage feedback and comment

However, great to

DELIVERABLES

Good example:Fiona Russell-Horne

DELIVERABLES

Good example:CIB Limited

GETTING STARTED

Establishing goals

Determining social media channels

Mapping responsibilities

Setting up / customising channels

Setting up content strategy

GETTING STARTED

Setting metrics

Setting up engagement framework

Developing social media policy

Publishing content

Monitoring and measurement

GETTING STARTED

An additional distribution channel for existing activity

Signposting

A simple extension to your marketing activityLinks to press releasesCase study photo libraryPosting advertising campaignsLinks to on-line presence

GETTING STARTED

Portraying a personality

Creating a ‘back story’

NB: remember Facebook!Interviewing key personnelSite visitsCoverage of exhibitions, conferences and events

Fully integrated campaignsCalls to actionCustomer interaction

GETTING STARTED

Extension of customer services

Pro-active communicationsFollowingRe-tweetingReplying#taggingSearch termsTrending termsHaving a conversation!

GETTING STARTED

Utilise existing communications channels - website, advertising, PR, direct mail

On stationery, email signatures

Involve / incentivise staff

Competitions on and off-line

GETTING STARTED

PRACTICE WHAT YOU PREACH

Start following @catherinet_cibon Twitter tonight and win amystery prize…

PRACTICE WHAT YOU PREACH

First five people to ‘like’ the CIB Communications,Leatherhead page on Facebook tomorrow will win a bottle of champagne

WHAT NOW?

Speak to us:

01372 371800www.cibcommunications.co.uk