mark hillary campus party presentation 2013
DESCRIPTION
Mark Hillary's presentation at Campus Party São Paulo 2013. Mark was presenting for the UKBrasil Season. His talk was about how companies can more effectively use social media. This presentation was delivered by Mark Hillary on Jan 29 2013 in São Paulo, Brasil.TRANSCRIPT
Modern business: Conquistando novos clientes através das mídias
sociaisCampus Party, São Paulo 29/01/2013
Mark Hillary (@markhillary)
Quem sou eu?I’m a writer. And I’m British.
I’ve written several books about technology.
And blogs. For people like the Huffington Post, Reuters, and the
London 2012 Olympics.My company in Brazil helps
companies to create great social content – CEOs trust us to create
their blogs.I don’t pretend to be a “social
media guru”, I just work with real companies
Social media is all around
• All your customers are touched by social media in some way
during their life each day• TV channels, bus companies, the metrô, shops, restaurants,
even the police are using it• So it can’t be avoided… BUT
there are many companies still struggling to make the most of it
The challenge?
It is not social media itself, it’s PEOPLE
1. Social media tools are evolving rapidly2. Social tools require more than technical
skills3. Many companies are run by people who
grew up before the Internet4. People need guidance, but there are many
“gurus” out there
It’s a complex issue
• Companies don’t understand it very well • Social media is not social networking• Customers are no longer just consumers• Customer service now has multiple functions
Social media – step by step
1. What kind of company are you?2. What do you want – or need – to
achieve from a social strategy?3. How are you going to measure
success?
[Step 1] Type of company
• Are you big / small?• B2B or B2C? [business to business or business to consumer]
For today, let’s forget about regulated industries, public sector, charities…
Different companies / needs
BIG B2B
BIG B2C SMALL/MED B2C
SMALL/MED B2B
[Step 2] What do you want?
The bottom line is usually more customers and more money, but what do we want to achieve *using* social media?
Communications, marketing, sales, hiring, branding, broadcasting information, advertising, engagement, leads?
HOW can you use these strategies?
[Step 3] Measuring success
How are you going to measure if your social media plans are working? Success looks different depending on your company.
Do you want a bigger community of fans?Do you want happier customers?Do you want more loyal customers?Do you want more productive employees?
Big Business to Consumer (B2C)
Typical Actions• Big marketing campaigns• Marketing diverted from other channels to social activityTypical Measurement• Ultimately, sales figures of consumer products in markets where social activities are used to promote the brand
Big Business to Consumer (B2C)
Typical Failures• Jumping on back of news to sell• Asking people without a deep knowledge of the brand to manage SocMed• Not being around – customers are not 9-5• Not defending the brandExample: American Apparel, Hurricane Sandy
Big Business to Business (B2B)
Typical Actions• Create industry thought leadership• Engage with the influencers in their industry, the people who advise or influence corporate customersTypical Measurement• Mostly engagement - are analysts, journalists, advisors interested?
Big Business to Business (B2B)
Typical Failures• Corporate PR overload ‘have a nice day’ photos on Facebook… who cares?• Selling or just broadcasting rather than engaging with key influencers – too much information can be seen as spamExample: fake account @BPGlobalPR had more followers than the real BP channels after the Gulf of Mexico oil spill
Small/Medium B2B
Typical Actions• Create industry thought leadership• Enhance traditional PR and create a deeper relationship with journalists and bloggers• Directly finding potential customersTypical Measurement• Visibility in media as a result of online activity and relationships created
Small/Medium B2B
Typical Failures• Just broadcasting information… nobody really cares, it becomes spam• Failing to target the key people - you need to inform people who can reach customers• Relying entirely on SocMed aloneExample: trying to ride the news cycle with surveys and useless information, more spam
Small/Medium B2C
Typical Actions• Community building, creating fans• Using the community to host events• Timely offers to stimulate salesTypical Measurement• Size and engagement of community – can you create a small amount of income each year from each online ‘fan’
Small/Medium B2C
Typical Failures• Irrelevant content• Poorly timed content • Being too corporateExamples: Too many to mention, how many restaurants and bars ask you to ‘check-in’ yet never give you anything. Why bother?
Points to remember
1. You are in business, not social media 2. Don’t measure on social numbers alone…• More followers doesn’t mean you sell more• Think of real social engagement and leads• Think carefully about your online interactions
3. SocMed DOES NOT replace the real world
Most importantly, LISTEN!
Most importantly, LISTEN!
Most importantly, LISTEN!
Good or bad, your
customers are talking about
you right now…
Summary – step by step
1. What kind of company are you?2. What do you want to achieve from the
use of social media?3. How are you going to measure it?
SocMed is now important, but remember the real world still exists!
about.me/markhillarytwitter: @[email protected]
Inglaterra x Brasil - futebol e “Beatles Essentials” ao vivo!
06/02 no Queens Head, Pinheiroshttp://j.mp/FuteboleBeatles
Photo Credits (all cc licensed):Flávio - Mercado Municipal
http://www.flickr.com/photos/fstoaldo/7634493554/
Mike Krzeszak - crowdhttp://www.flickr.com/photos/portland_mike/6140660504/
MailChimp - Thumbhttp://www.flickr.com/photos/freddievonchimp/4774020533/
Krystal Fleming - Skittleshttp://www.flickr.com/photos/special/121568/
Benjamin Thompson - moneyhttp://www.flickr.com/photos/beija/4780633040/
Les Chatfield - rail trackhttp://www.flickr.com/photos/elsie/10166950/
Mike Rammell - elephanthttp://www.flickr.com/photos/mikerammell/5878977346/