what social media isn’t

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Joanne Jacobs cScape Presentation July 2009 What Social Media What Social Media Isn’t. Isn’t. (Poor grammar, for a start.) (Poor grammar, for a start.) Joanne Jacobs Joanne Jacobs cScape July 2009 cScape July 2009

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Page 1: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

What Social Media Isn’t.What Social Media Isn’t.(Poor grammar, for a start.)(Poor grammar, for a start.)

Joanne JacobsJoanne JacobscScape July 2009cScape July 2009

Page 2: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Scope

• Misconceptions• Correcting misconception

s• Social media tools and fu

nctions• What you need to enable• How to monitor• When to review• ‘Experts’ • Questions

Page 3: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Common misconceptions

• Social media will help sell more widgets

• A facebook page is a way of getting new customers

• Twitter should be used for press release messages

• Your CEO should be blogging• Community management can

be done by young people• Large numbers of followers is

proof of your value as a social media master company

Page 4: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Correcting the misconceptionsSocial Media is NOT:

– A way to push more marketing messages to consumers;

– An easy way to get people talking positively about your products and services;

– An alternative to traditional marketing;

– A way to solve world peace. Or even get coffee.

Page 5: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

HOWEVER

There are exceptions to every rule….

Where social media is implemented appropriately it can:

– enhance brand awareness– develop customer loyalty– assist in market research– assist in product development

But it still can’t get you world peace.Or coffee. Sorry.

Page 6: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Skittles FAIL

Page 7: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Habitat FAIL

Page 8: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Blend-Tec WIN!

Page 9: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Social media tools and functions (1)

• Blogs– Good for: news reporting, analysis, personal diary– Bad for: press releases, disembodied commentary.

• Wiki– Good for: knowledge management– Bad for: communicating what a company does

• Facebook, MySpace, Bebo, etc– Good for: sustaining existing networks– Bad for: engagement, getting new customers

• Twitter, friendfeed, other status tools/aggregators– Good for: listening, research, links back to blog or relevant news

sources– Bad for: selling.

Page 10: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Social media tools and functions (2)

• Proprietary platforms (eg: gurgle.com, bookarmy.com)– Good for: niche interests– Bad for: making a lot of money

• Ning and other closed community tools– Good for: closed networks and aggregating content from

likeminded users– Bad for: broadcast messages or where organisations fail to

engage with users

• Flickr, YouTube, Delicious and other social storage– Good for: storing media, sharing resources, encouraging user-

led production – Bad for: management and control of brand image

Page 11: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

What businesses need to enable

Need to consider first:– Communications strategy of the firm;– Market research activities;– Product prototyping practices;– Current resourcing of customer service;– What information the firm wishes to share;– How the firm wishes to be perceived as an information source.

Then enabling strategies can be developed…

Page 12: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Enabling social media

Develop a clear Social Media Strategy

– Visible document;– Should be subject to change without

bureaucratic redevelopment;– Needs to identify responsibility for content

contribution;– Should not require bureaucratic approval

processes for company contributors;– Should be responsive to market (weekends

do not exist online, nor do evenings).

Page 13: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

A few warnings…

• Social media is not managed, it is facilitated.

• Traditional marketers and PR people don’t make natural social media strategists.

• Just because GenY-ers are young doesn’t mean they know how to execute social media strategies.

Page 14: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

How to monitor social media

• Keyword tools– Google alerts, news alerts, tag

tracking on twitter

• Analytics– Google or professional on

firm’s site– Tribe analysis on other sites

• Blog monitoring • Usability monitoring• Engagement monitoring • SEO, digital agency services

Page 15: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

When to review social media strategy

• Regularly, and always ahead of:

– A new campaign;– A new product launch;– Product development;– Market research.

• Always include FAILURE criteria for social media in a strategy, specifying dates for accomplishing objectives.

Page 16: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Social Media ‘Experts’

Massive rise in Social Media ‘Experts’ and ‘Consultants’

An expert is someone who has “a prolonged or intense experience through practice and education in a particular field”.

That means more than 2 years.

Page 17: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Joanne as an ‘Expert’

• Web developer since 1994• Created online educational

products since 1996• University lecturer in

communication and strategic use of information technology for 13 years

• Project and Programme Manager at Interaction Design Research facility in Australia

• Published a book on Uses of Blogs in 2006

• Ran a company in the UK developing commercial social networking sites

Page 18: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Questions?

Joanne Jacobs

Social Media Expert Consultant

Email: [email protected]

Office: 0208 144 9348

Mob: 07948 318 298

Twitter: @joannejacobs

Skype: bgsbjj

Page 19: What Social Media Isn’t

Joanne Jacobs cScape Presentation July 2009

Image Credits• Home slide: Parrot – Manuel Marin:

http://farm2.static.flickr.com/1344/797697780_0128a975c2.jpg?v=0

• Slide 2: Save Money: http://vrroom.naa.gov.au/print/?ID=19303

• Slide 3: O RLY: http://mashable.com/wp-content/uploads/2009/03/o_rly.jpg

• Slide 4: Cup of Coffee 1950: http://www.flickr.com/photos/25152449@N06/

• Slide 5: Coffee: http://www.flickr.com/photos/gunjankarun/2641352297/

• Slide 12: Strategy: http://www.flickr.com/photos/pshan427/2331162310/

• Slide 13: Warnings: http://www.flickr.com/photos/gregveen/642168/sizes/o/

• Slide 14 Surveillance: http://www.flickr.com/photos/smith/259830135/

• Slide 15: Time: http://www.flickr.com/photos/ko_an/318025410/

• Slide 16: Expert: http://www.flickr.com/photos/joeshlabotnik/397080364/

• Image Credit slide: http://icanhascheezburger.files.wordpress.com/2008/07/funny-pictures-floppy-cat-asks-to-borrow-your-gel.jpg