It’s all About PotentialSOCIAL MEDIA : IT ’S ABOUT THE CONVERSATION…MR1100 – MARKETING 1

P A U L T I L L E YC O L L E G E O F T H E N O R T H A T L A N T I C

Our Goals for this UnitYou will:1. Better understand the meaning, purpose and potential of

Social Media in Marketing 2. Better understand the concept of Brand in relation to the

organization3. Develop goals for social media to help develop the Brand4. Develop an understanding of an organization’s basic

communications' goals and how these can be facilitated using specific social media platforms

5. Develop an appreciation for managing the brand by using of social media – Social Media Policy

6. Appreciate the potential and the costs of utilizing social media as part of a comprehensive communications strategy

GOAL 1The meaning, purpose and potential of Social Media in Marketing

What is Social Media? Social media (SM) includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. (Wikipedia)

Social Media has two distinct features that separate it from traditional Webpages:

◦ It is actively delivered to the recipient (the mailman vs. the post office)◦ It allows for two way communications

Social Media for Business One should not confuse private and business use of social media.

Platforms have a very strong business presence that the average user does not see

Use Social Media with a purpose in mind.

Need to listen and hear, engage and interact

Need to balance transparency and security

Need to ensure “singularity of message”

Need to develop skills and allocate resources.

Why Social Media? When an organization is small, conversations are easy. As the organization grows these quality conversations become more challenging.

Social Media is now allowing for electronically mediated conversations.

Remember…Social Media is one important tool in a large tool kit – it is not a panacea but, if done right it is effective at creating conversation and it is cheap!

Does it work?

“innovation and the underlying social processes of communication are vital to growth in the global economy”

A Commitment to Place Harris Centre p52

Goal 2 Better understand the concept of Brand in relation to the Organization

Branding - we know it when we see it A brand can help an organization define itself; say what it stands for, and present its value to the community it serves.

A strong brand identity can take on a life of its own and become a magnet to draw people to the organization

Social Media with it’s ability to foster and maintain relationships can help establish ‘A Brand’

It’s all about Communications!

Goal 3

Develop goals for social media to help develop the Clarenville Brand

Basic Communication Objectives

Ensure high visibility & engagement Raise awareness Build on organization’s unique strengths

Goal 4

Develop an understanding of Clarenville’s basic communications' goals and how these can be facilitated using specific social media platforms

The Potential of Social Media in Branding (1) Social Media (SM) is the new “virtual water cooler”. More companies realizing the need and ability to reach out to the public and customers. Engages the real needs and passions You can use niche networks and sites to research your field and build relationships.

The key element of social media is that, unlike conventional media, such novel technologies permit users to participate and gain value from each other.

Instead of a message “broadcast” from a centralized organization or corporate entity, social media offer a more organic process of communication.

“Crowdsourcing”

The Potential of Social Media in Branding (2)

The Potential of Social Media in Branding (3)

◦ Social media can be especially effective when supplemented by the traditional tools.

◦ It is most important not to approach Social media as a predator, but rather as a colleague with a similar thirst for community, knowledge and self-expression.

Is Social Media real?

Social Media Lets one…

build relationships of trust over time through viral videos, blogs and social networks (communities of common interests). In these networks, users get their information from one another, not from mainstream media, institutions, organizations or businesses.

Social Media Involves…An ongoing conversation, resulting in a steady stream of information for:

• Research• Feedback• Building Relationships

The nature of Social Media allows for the initiation of conversation by either party, a key differentiator from established broadcast channels.

Limitations of Social Media

It is only PART of a communications strategy

Social media is not free: It takes time and energy

People are the power behind social media

Evangelists vs. Antiracists

Importance of a Social Media Policy that is not overbearing

Not everything & everyone is nice

Canadians and Social Media

Canada boasts some of the world’s highest internet penetration and social networking usage rates. 3 out of 4 users use social networks regularlySocial Media has overtaken e-mail as the #1 activity on the web.93% of social media users believe companies should have a presence in social media.

ZINC Research 2009-2011

Facebook

• Business vs. individual• Wall• Posting• Linking• Pictures• Conversation• Advertising• Metrics

• Over 1 Billion people are on Facebook worldwide• 15.4 Million users in Canada• 237,000 users in NL• 3,600 users in Clarenville region• 50% visit the site daily• Widest range of opportunity of any Social Media

Twitter

Over 500 Million people are on Facebook10 Million users in CanadaImmediate144 CharactersMobile choice

Twitter

Fast growing site with over 200 million accounts

140 million tweets per day

Can “follow” tweets of selected people/organizations

45% of business saw Twitter as important to their business – 83% expect to increase use in the next 6 months.

Main Success factors from a business perspective◦ Influence◦ Brevity◦ Accessibility (Mobile)◦ Interaction◦ Versatility

Second most popular Social Media Site

YouTube Capabilities

You own your own TV channelMillions of videos on everythingVisual medium of Social Media

Goal 5

1. Develop an appreciation for managing the brand by using of social media – Social Media Policy

Social Media Plan

Businesses need a Social Media Policy that outlines the Goals and Objectives of their Social Media Usage and defines expectations of users who will represent the organization using it.

See: ◦ City of Calgary◦ Social media policy templates

Social Media Strategy

L AListen Engage Add value

with Content

Develop & Strengthen

Relationships

Goal 61. Appreciate the potential and the costs of utilizing

social media as part of a comprehensive communications strategy

The biggest expense of Social Media is in Time◦Are you prepared to invest the time?