Download - 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