doing business in the age of social media

www.melkettle.com.au @melkettle

Doing businessin the age of social media

Wednesday, 31 July 13

http://www.melkettle.com.au


www.melkettle.com.au @melkettle Wednesday, 31 July 13




Liking, following, linking, tagging, stumbling: social media is changing the nature of interactions

Report: The heart of the matter





“Connection promotes [business], and twitter provides the model that simple digital tools can vastly increase connection.”

Aaron StuppleResident, Beth Israel Deaconess

Medical Centre


Source: Mdigital Life





Socialnomics 2013





1. Sign up!

www.twitter.com

www.facebook.com

start a blog




http://www.twitter.com

http://www.twitter.com

http://www.facebook.com

http://www.facebook.com


Link to video

http://www.socialnomics.net/2013/01/01/social-media-video-2013/









To tell your story

• Humanize your organisation

• Be authentic

• Build relationships

• Have a voice





BUT also…

• Listen

• Participate

• Engage





“The biggest advantage to tweeting for me has been learning what people I admire are reading, using, watching, listening to, both within social media and outside it.”

John LaPuma, Internal Medicine


Source: Mdigital Life





Don’t forget your goals• What are your business objectives?

• Who do you want to talk to? Stakeholders, community, clients

• Who is your audience? What is their level of literacy for your business?

• What outcomes do you want to achieve?





2. Talk to people• BE YOURSELF!!!

• Twitter - RT, @, DM, # eg #theblock

• Facebook/LinkedIn - Post comments, feedback, questions





3. Build relationships





Old communication was one-way





Now communication is two-way

And conversations are with many





It’s no longer B2B. It’s no longer B2C.

It’s now P2P. Person 2 Person.





75% of companies in a recent survey by Harvard Business Review said they do not know what their most valuable customers are saying about them.

Source: Harvard Business Review





• Others in your industry

• Your customers and stakeholders

• Journalists

• People who might refer clients to you

• People who interest you! Competitors, peers, food, wine, sport, business people, celebrities...

Who do I follow?





What do I say?





• Information and general advice

• What do your customers want to know?

• Motivation

• Encouragement

• Show respect

• BE AWARE OF CONFIDENTIALITY

From a business perspective





Listen





Be relevant and interesting



Share





• 5. Congratulate people

Congratulatepeople



Ask and answerquestions





• 2. Let others know you are listening





Tools to make it easier• 3rd party applications - Tweetbot,

Hootsuite

• Mobile apps - Twitter, facebook

• Shorten links - bit.ly, tiny.url

• Add photos - twitpic, plixi.com

• Lists





4. Remember all social media is

different...





Integrate it all





Build your social media use into ALL

your marketing





Social media does not stand alone





“We know that people are out in social media channels seeking

information and researching. We need to use social media to

influence their buying behavior.”

Source: Harvard Business Review





Integrate it into ALL your marketing





Promote yourself





Measure what you do• Quality vs quantity

• ROI vs ROE

• Number and quality of conversations and comments

• New customers, better service, stronger relationships

• Increased word of mouth





Finally... • Take it seriously• Choose the right platforms• Do what you are comfy doing• Be interesting • Don’t just talk about YOU• Move quickly• Be interactive• Invest time and money• Integrate social media with all your marketing





@melkettle

www.melkettle.com.au




