Introduction on how to be social
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The document provides an overview of social media and its uses. It discusses popular social media sites like Twitter, Facebook, LinkedIn, and others. It outlines how social media allows organizations to connect with consumers, replace traditional advertising, and give everyone a voice. The document also provides examples of how to measure return on investment from social media and the importance of understanding objectives when selecting social media platforms.
Introduction on how to be social
- 1. 1 st rule of Fight club social networking be social “ Welcome to an element of Web 2.0 … you’ll love it ” ;)
- 2. An overview of social media be social
- 3. be social there are more than 50 SM sites “ In fact there are around two hundred … and counting ”
- 4. be social more familiar ones include
- 5. be social but the most popular are: plus:
- 6. some useful info Twitter: Launched in July 2006. 190 million users Facebook: Launched in Feb 2004. 500 million users LinkedIn: Launched May 2003. 20 million users Myspace: Launched Aug 2003. 60 million users Youtube: Launched Feb 2005. Flickr: Launched Feb 2004. be social
- 7. So what are they good for ? Absolutely everything ! Social media platforms allow you to communicate with your preferred audiences They allow organisations to connect with consumers and stakeholders If used correctly they replace or support some traditional advertising and media channels Social media platforms have now taken over traditional media They allow you to connect and monitor content that’s of interest to your client IMPORTANLY , they allow everyone to have an opinion ! They directly support search engine optimisation be social
- 8. what are they ? Twitter: Content driven ‘mircoblogging’ site Facebook: Content driven ‘mirocblogging’ site Youtube: Online video hosting service Myspace: Content driven ‘mirocblogging’ site LinkedIn: Professional social network site Technorati: Blog search engine Delicious: Social booking marking site Flickr: Photo/video hosting service be social
- 9. Social media platforms started to gain importance after 2004. The pr, marketing, advertising and sales professions all started – slowly – to see how social media could help them engage with consumers, stake holders and the media. Social media are online platforms that enable people to interact and communicate with other people. Social media and the digital revolution facilitates consumer journalism. Social media allows you to represent your clients’ interests online. Now everyone has a voice – good or bad Social media forms part of the web 2.0 - the evolution of PR ! an overview : be social
- 10. popular speak : Tweets: updates on twitter Tags: keywords attached to blog posts, images, etc RSS: really simply syndication – an alert service Aggregation: gathering and remixing content on one platform to another Social networks: tools to create and share profiles and publicise content Widgets: stand alone applications commonly used in advertising Avators: images representing people Blogroll: regular read sites by another blogger Feeds: available content you can read, listen or view Lurkers: people who view but never contribute Social media: tools and platforms to share content Threads: strands of conversation Trackback: calling cards used on blogs Astroturfing: PR produced blogs to give impression of a personal weblog be social
- 11. potential audience WOW ! North America 252,908.000 South America 179,031,479 Australia 20,970,490 Africa 67.371,700 Europe 418,029.796 Asia 738,252,230 Over 10 billion + tweets are sent each year 2 billion videos are streamed each day on Youtube There are currently over 126 million blogs be social
- 12. So which one ? From a professional perspective selecting which social media to use is the same process as picking traditional media channels – it depends on your audience, your message and your objective. For example: Twitter is good for corporate statements, targeting media and supporting SEO Facebook is great for interacting with your audience and attracting feedback Over 10 billion + tweets are sent each year 2 billion videos are streamed each day on Youtube There are currently over 126 million blogs “ Although they are both great public engagement Tools” be social
- 13. did you know : Two thirds of the internet population visit social networks Social networks account for 10% of all internet time 37% of internet users use social network sites daily 25% of online consumers read blogs and 14% comment on them 36% think more positively about companies with blogs 76% of consumers use online reviews when making purchases be social
- 14. Pro ’ s and con ’ s of using SM : Pro’s: Allow direct communication with consumers Provide real time buzz Enable interaction with desired publics Enable corporations to build relationships with desired publics Con’s: Lack on control be social
- 15. considerations : Assess and understand your clients objectives Decide how social media can be used to achieve the objectives Select appropriate social media tools: Based on capabilities and target audience Outline tactics for engagement: Begin by spending time on the community be social
- 16. case study : Assess and understand your clients objectives Client route to market was online Client wants to create online brand buzz and build followers prior to site launch Client wants to engage with consumers and influencers prior to site launch Client wants to establish links with traditional, digital media and influencers fashionpony . co . uk be social
- 17. case study : Decide how social media can be used to achieve the objectives Use social networks to build fan base and online community (Used twitter and facebook) Source list of bloggers and form relationships via product sampling and Establish list of digital media contacts using twitter Start communicating social messaging Generate interest via social network competitions Upload regular updates across social networks Link all social networks together to update simultaneously Create weblog and link to twitter and facebook Source and create links with forums fashionpony . co . uk be social
- 18. case study : Select appropriate social media tools: Two social networks were picked. These were based on consumer demographics and key objectives: Twitter to engage with some consumers, media and influencers Facebook to engage with and forge relationships with consumers *Both SN platforms allowed fashionpony to generate buzz for the website launch Social media have also been picked to support SEO and track comments: Google/trends to spot topical debates Sourceblog.google/com to source blog links for future quest bloggers Google/alerts to track online messaging Technorati to pimp the fashionpony weblog Delicious to track online content via book marking(negative and positive) Weblog to support SEO and news distribution fashionpony . co . uk be social
- 19. case study : Outline tactics for engagement: Establish key online communication channels to support traditional media drive Support promotional and all external communications activity Monitor brand perception in line with the desired brand identity Build relationships with all potential stakeholders Generate buzz leading to website launch Maintain relationships with stakeholders Increase SEO fashionpony . co . uk be social
- 20. measuring your clients ROI : Increase in brand loyalty ( repeat customers ) Stronger brand image Increased buzz ( chats, positive comments ) Site traffic Increase in fans/followers/subscribers Increased conversation Increased registration Google page ranking be social
- 21. 2 nd rule of Fight club be social “ Welcome to an element of Web 2.0 … you’ll love it ” ;) social networking