Uploaded byWebdialogue
Soc Med ETSA
This document provides information about using social media for a textile rental company. It discusses developing a social media strategy including defining goals and target audiences. It also outlines the various types of social media platforms and provides tips for getting started, including monitoring discussions, optimizing search engine presence, using video and photos, and making an existing website more social. The document emphasizes participation in online communities as a form of marketing and highlights some common mistakes to avoid.
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Soc Med ETSA
- 1. Social Media WorkshopTheexciting potential of social mediaETSA, 22 JUNE 2011 IN BRUSSELS
- 2. Social Media WorkshopAboutWebDialogueSocial Media Strategy
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- 4. Web visibility counselingAbout meNiels Bramsen
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- 7. On internet andsocial media since 1996
- 8. Social Media WorkshopIssocial media the future for textile rentals?
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- 13. Social Media WorkshopSocialMedia Strategy Question your motivationDo it to be cool or to achieve specific results Know your target groups Based on realistic objectives Define your message Key message and sub-stories Choose your networks Based on target groups and message Start working Strategy, evolution, implementation Keep going Stick to daily/weekly commitment
- 14. Social Media WorkshopSocialmedia landscapeSocial NewsUsers submit links to Web content (articles, podcasts, videos, etc)Social filtering: the best content floats to the topExamples: Digg, Reddit, StumbleUpon, Propeller, MixxSocial BookmarkingUsers store, categorize and tag, and search bookmarks The aggregated collection of bookmarks recommends new sites to usersFor example, the hottest bookmarks of the dayExamples: Delicious, Faves, DiigoSocial NetworkingUpload a personal profileFocus on the individualExamples: MySpace, Friendster, LinkedIn, Facebook, Netlog, Bebo, FoursquarePhoto and Video SharingOne of the most popular types of social mediaEven though sites like Facebook allow users to upload photos and videos, the standalone services are still immensely popularPhoto sharing examples: Flickr, ZooomrVideo sharing: YouTube, MetaCafe, Daily Motion, VimeoLifestreaming / MicrobloggingUsers post very short messages (max 140 characters)Easily keep up with what their connections are postingExamples: Twitter, Plurk, FriendFeed
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- 17. Social Media WorkshopTypicalEuropean customer profileFacebook: Has a profile, weekly updateLinkedIn: Might have a profile – member of a few groupsTwitter: Probably no profile YouTube: Regular user, but no accountGoogle Maps: regular user, but no placeLocal social media: maybe a profile
- 18. Social Media WorkshopSocialMediaIs it worth it for textile rental industry?If yes, where to start?
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- 23. Social Media WorkshopSocialways of workingInteractive logistics programme (UPS example)
- 24. Spread-the-word-campaign: Help theenvironment, use textile rentals
- 25. Industry certificate: Createcertificate most can live up to (Clean Green) and give badges to all customers’ website
- 26. Joint campaigns: Sharecosts of quality videos on key issues: environment, modern industry, human/social standards
- 27. Social troubleshooter: smoothenlogistic weaknesses by heavy social accessibility
- 28. Apps: Personalised detailsfrom your databaseSocial Media Workshop
- 29. Social Media WorkshopSocialMedia solutions to challengesMONITORING: What is being said?
- 30. SEARCH ENGINES: Socialmedia optimisation
- 31. REPUTATION: Video andphoto say so much
- 32. AWARENESS: Make yourown website social
- 33. APPS: Scan yourexisting software logisticsSocial Media WorkshopMonitor your market: What is being said?Your brand: Track issues and respond
- 34. Strategy: Examine competitorsand industry
- 35. Learn about customers’challenges
- 36. Get notified whenyour social media profiles are contacted20 free, awesome social media monitoring toolshttp://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools12 Social Media Monitoring Tools Reviewedhttp://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed
- 37. Social Media WorkshopSocialmedia optimisationGoogle = Search Engines
- 38. LinkedIn and Facebookare very dominating in search engines
- 39. Gotta have aWikipedia article
- 40. Google Maps essentialto searchSimple massive presence in Top4 platforms means search engines dominance
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- 43. Social Media WorkshopVideo,photos and graphics – tell storiesYour industry is so word heavyYounger clients expect easy informationDo video instead of brochure
- 44. Make sure yourvideos are viral (YouTube)
- 45. Post your videoagain, allow comments
- 46. Even cheap imagesliding videos and home made web blogs work
- 47. Remember Al Gore’sclimate speeches
- 48. Great for socialmediaWill it blend?
- 49. Social Media WorkshopMakeyour corporate website socialYounger clients expect open informationAllow comments to articles on your site
- 50. Add social sharingand bookmarking tools to your pages
- 51. Display your logisticsoutput on your website – people love to check live figuresSocial Media WorkshopScan your existing software/hardware equipmentThe often boring and ignored logistics framework might be your treasureAsk your software/equipment providers
- 52. Look at yourexisting framework and databases – find easily adaptable data
- 53. Many platforms allowupload of live data – generated directly from your systemsWhat extra cost would it take to make it social?How many platforms could it transfer to?
- 54. Social Media WorkshopScanyour existing software/hardware equipmentHow to do it?
- 55. Social Media WorkshopWhat’sin it?Quick and dirty strategy
- 56. Social Media WorkshopBreak-downof users in social mediaLesson Have realistic expectationshttp://www.forrester.com/Groundswell/ladder.html
- 57. Social Media WorkshopTime& effortCreate/optimise profiles2-3 hours per profile (minimum)Gather all credentials in one overview: 2-3 hoursRegular research on interesting new groups and connections: 1 hour per week per profileMulti-posting of news items into profiles and groups: 2 hours for 30 channels per news itemResponding to network discussions: 1 hour per week at minimumImplementing network sharing tools on website: 6-18 hours per website
- 58. Social Media WorkshopCombineblog with social mediaBlogs or news are perfect content for social media Go through your outbox weekly to find material Reshape your stories into questions for discussion groups Multi-post your stories in all channels Have lots of links back to your website Multiple profiles create traffic to your site
- 59. Social Media WorkshopParticipationis marketingWhen a company takes an active, helpful role in community interactions, we get impressed We like their brandWhere can you go out and participate? Answer questions Intervene when your organisation’s name or issues are discussed Share knowledge where your potential clients tend to spend time
- 60. Social Media WorkshopIdentifyingthe Social Media responsiblePossible angles: People want people! So the CEO should be the man. Specific departments' managers know what the company does. Let them post it. Marketing department knows how to reach the audience Random employees have passion for social mediaYour organisation must find its unique mix
- 61. Social Media WorkshopOrganisingto get socialSocial Media success goes thru connectionsCould you persuade employees in your organisation to use their personal social media profiles to share certain company promotion with their connections? (Who has the authority to push such an idea through? What would the criteria be for such content?)www.socialmediatoday.com/SMC/110487
- 62. Social Media WorkshopFocuson affinity, not on reachblog.digitalingredients.co.uk
- 63. Social Media WorkshopFiveBiggest mistakes of Social Marketing Believing that a Facebook page or Twitter account will attract prospects- Daily, post three tweets and one Facebook update- Post at least one, well written blog each week Underestimating time, energy and resources needed Creating online content that’s all about you- Should be about people, yes!- Must be client-centered Viewing a launch date as the finishing point- Schedule evaluation meetings No measurementAnyone can failHave an exit plan
- 64. Social Media WorkshopMorelinksAnderson Analytics' news are really good for serious social media surveyshttp://www.andersonanalytics.com/index.php?page=news
- 65. guide to SEOfor press releaseshttp://www.shiftcomm.com/downloads/SEO_for_PressReleases_SHIFT_tipsheet.pdf
- 66. European Social Media:19 Web Startups to Watchhttp://mashable.com/2009/04/05/europe-social-media/
- 67. U.K. Social NetworkingSite Usage Highest in Europehttp://www.comscore.com/Press_Events/Press_Releases/2007/10/UK_Social_Networking
- 68. Twitter unloved inEurope?http://eu.techcrunch.com/2009/01/20/twitter-unloved-in-europe