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Social for business - Livability talk by TMW
This document provides an overview of using social media for business purposes. It discusses what social media is, how people use it, and how to make the most of social media for business. Key points include: - Social media allows for conversations and relationship building between brands and customers. It includes platforms like Facebook, Twitter, YouTube, and LinkedIn. - People use social media to connect with others and share content. Businesses use it to reach customers, build their brand, and drive marketing efforts. - To use social media effectively for business, companies should have a clear strategy and content plan, understand the different platforms, and focus on joining conversations and sharing valuable content. - Several free tools are
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Social for business - Livability talk by TMW
- 1. Making social perform foryour business Hello from TMW / ! TMW is a creative digital agency based in Soho ! We run social profiles for Unilever, Diageo, General Mills, Reckitt Benkiser & Sony Mobile ! We help manage over 20 million fans and thousands of conversations every week. @TMWagency @buckers
- 2. Social for business Agenda/ ! What is social media? ! How do people use it? ! How can you make the most of social in business? ! What are the top (free to use) tools worth knowing about? @TMWagency @buckers
- 3. A business driver Whatis social media? / Social is a redefinition of relationship between brands, organisations and people
- 4. Background to social Whatis social media? / ! Social networks allow people to link with others and share images, words and animated content ! Based on either a free to use or ‘freemium’ basis ! Provide organisations with paid and unpaid ways of reaching audiences ! Integral experiences that are often undertaken on a second screen ! A place where audiences spend a significant amount of time.
- 5. Background to social Whatis social media? / ! Social is a combination of technology, platforms, content and behaviour ! More than a communications platform – a means to build awareness, enable advocacy and loyalty, drive traffic to other digital properties and deliver direct sales ! Rapidly emerging as the business enabler for many organisations – social proof matters ! Simple to do well ! Business critical for many new and established businesses – pace in market and relationships ! A clear means to create competitive differentiation.
- 6. A few interestingfacts What is social media? / ! Marketers place very high value on social media: 86% of marketers indicate that social media is important for their business ! Tactics and engagement are top areas marketers want to master: 88% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media ! YouTube holds the top spot for future plans: 69% of marketers plan on increasing their use of YouTube, making it the top area marketers will invest in for 2013 ! Marketers want to learn most about blogging: 58% of marketers are blogging, 62% want to learn more about it and 66% plan on increasing blogging activities in 2013 ! Facebook and LinkedIn are the two most important social networks for marketers: When forced to only select one platform, 49% of marketers selected Facebook, followed by LinkedIn at 16% ! Most marketers aren't sure their Facebook marketing is effective: 37% of marketers think that their Facebook efforts are effective ! Increased exposure is the top benefit of social media marketing: 89% of marketers stated that increased exposure was the number one benefit of social media marketing. Social Media Examiner, 2013.
- 7. The always on marketingchannel How do people us it? / Social is to mobile what email was to the PC – a major contributor to adoption and use
- 8. Reasons why businessesuse social media How do people use it? / ! To reach customers at multiple touch-points - 87% ! Because customers are spending more time in social media – 62% ! Chance to take message viral in social – 61% ! Moving to ‘controversial’ marketing – 49% ! Customers expect social presence – 47% ! Social marketing cheaper/cost efficient – 47% ! Chance to reach new demographic – 45% ! Segment customer using information from social – 20% ! Corporate leadership expect social – 15%. Chief Marketers Survey, 2012
- 9. How to approachsocial How can you make the most of social in business? /
- 10. 1. Social isabout conversations How can you make the most of social in business? / Managing Starting Joining ! Effective social strategies have considered how conversations can be sustained ! Effective social management recognises the multi-layered aspects of social – from NPD, to customer service and marketing ! Tools matter – more on this later.
- 11. Facebook Twitter YouTube Google PlusLinkedIn Emerging platforms Blogs 2. Social isabout platforms How can you make the most of social in business? / ! Not all social networks are the same ! Successful strategies can use one or many profiles ! Scale matters, but so does active users, engagement and access via connected devices.
- 12. 3. Social isabout sharing How can you make the most of social in business? / ! Important to think like customers - why should I care, why should I share? ! Good social strategies balance drivers for sharing – not reliant on giveaways and offers ! Recognise that every act of sharing is a reflection on the sharer’s self perception and identity. Information Utility EntertainmentReward Incentive Personal expression
- 13. Start in theright way How can you make the most of social in business? / ! A clear strategy will ensure you gain maximum reward for your efforts ! Foundational planning will help you maintain a sustained presence that creates value ! Considered investment in the right platform and media will reduce wastage ! A joined-up content plan will ensure your social efforts are timely and respond to opportunities.
- 14. 1. Strategic planning Whatare the important things to know? / Set goals Align social intention to your business plan – simple & measurable Respond to customer insight What value do you want to create – what are they already sharing and why? Define platform and participation strategy Determine which platforms you can sustain and what your content approach needs to be for each Test and learn Understand how your content and posting strategy is working. Understand reach and engagement. 1 2 3 4
- 15. 2. Operational planning Whatare the important things to know? / Claim platforms Register your business/personal profiles and handles. Create your bio/ persona. Establish your follower/link approach Decide who you want to link to and why. Determine what you want other staff to do. Keep your posting/ content approach simple Post/respond frequently. Respond to results Use platform back- end systems to optimise activity. Don’t over think it. 5 6 7 8
- 16. 3. Don’t forgetto cheat What are the important things to know? / Look at what others do Learn from others and pinch best practice and key learnings. Use media tactically Understand the paid options and use these to extend your activity. Get others to do the work for you Social is bargaining – find what people want and trade. Retrospective strategy Don’t be afraid to look back and say ‘that was always the plan, honest!’ 9 10 11 12
- 17. Top tools worthknowing about / ! Allows you to control all of your social media channels using one tool, across different platforms and profiles ! Manage, maintain, schedule and collaborate with different social accounts using just one dashboard ! Also has analytics and report- building functions. www.hootsuite.com
- 18. Top tools worthknowing about / ! Manage and monitor multiple twitter feeds on one dashboard ! Often used for scheduling tweets. www.tweetdeck.com
- 19. Top tools worthknowing about / ! Insights service for Twitter. Measures campaign reach and translates them into "digestible" advertising terms. ! Perfect for companies new to social. www.tweetreach.com
- 20. 1. Hootsuite Top toolsworth knowing about / ! Tracks the Twitter activity of users or subjects you select ! You can "ask" Twitter Counter about moods and behaviour on Twitter ! Gauge sentiment for how people feel about events or new products. www.hootsuite.com
- 21. Top tools worthknowing about / ! A tool for measuring how much influence a person has on a social platform. ! Everyone has a Klout score between 1-100. www.klout.com
- 22. Top tools worthknowing about / ! All in one programme, providing social media monitoring, analytics, engagement tools and apps development. www.socialappshq.com
- 23. Top tools worthknowing about / ! Allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. www.socialmention.com
- 24. Top tools worthknowing about / ! Provides traffic analytics for websites ! Allows you to see number of page views, unique users, search words that led people to your site and bounce rates. www.google.co.uk/ analytics/
- 25. Top tools worthknowing about / ! Measures traffic for YouTube videos ! Gives you insights on your viewer demographic, their level of engagement, what devices they watch content on. www.youtube.com/yt/advertise/ youtube-analytics
- 26. Top tools worthknowing about / ! Provides details on the level of engagement on your Facebook page, also provides insight into your user - age, gender, location, etc. On your Facebook page
- 27. Good luck! Thanks / @TMWagency@buckers