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Why Social media? Engaging with customers through social media
The document discusses the significance of social media in modern communication and marketing, highlighting statistics on user engagement across various platforms. It emphasizes the need for brands to engage with consumers authentically and effectively measure their social media return on investment. Additionally, strategies for managing brand reputation and navigating online conversations are outlined, along with various tools for monitoring social media activity.
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Why Social media? Engaging with customers through social media
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- 3. “Buzz” word of 2009
- 4. A fundamental chang e in the way we communicate
- 5. We are social animalsafter all
- 6. to ed te lv vo nica E u om m c
- 7. “The re are1 .5 million busines s searc hes daily on Yo uTube” Starbucks coffee
- 8. “2nd most visited destination for business searches, behind Googl e” Google.Google, Forbes, BtoB, June 2009, June 2009
- 9. Over 350 million userson Facebook
- 10. “If Fa cebook were a t would be the c ountry i worl d’s 4th largest”
- 11. 15 million active user accounts on Twitter Twitterrati.com 2010
- 12. Even the Dalai Lama is on Twitter
- 13. “Dell made $3million (£1,822,716) on Twitter in 18 months”
- 14. 50 million users on LinkedIn
- 15. 80% of companiesusin LinkedIn as their primar g y tool to find employees
- 16. Social media hasover t porn as the No.1 activit aken y on the web
- 17. “Over 70% ofbrands w social media presence ith fail to publicise this on their website” Dotcommerce report 2010
- 18. Mashable.com 2010- Universityof Maryland’s Smith School of Business report on small businesses using Social media
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- 20. In an onlinecommunication there are no trust markers; body language, voice
- 21. Responsiveness is keyfor Digital communication
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- 23. As a brand it’s easy to be the 5 0 year old in a night club Flickr photo credit: *saxon*
- 24. Mobile media means weare connected all the time
- 25. Why do brandsuse social media? •Engagement with consumers on a non- marketing level • Build a community • Build brand awareness & loyalty • Offer services and knowledge • Customer feedback - measure, assess, evaluate
- 26. ‣Establish ways tolead online discussions about your key topics ‣Involve customers by asking for their feedback, advice and ideas
- 27. “If you don’tlike what’s being said, change the conversation” Don Draper - Mad Men
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- 29. Defining the “R”in ROI for Social media
- 30. Defining “R” •Return onEngagement •Return on Participation •Return on Involvement •Return on Attention •Return on Trust
- 31. Important to havea success metric before you begin
- 32. Without some sortof benchmark, it’s impossible to determine your ROI
- 33. Success Metrics (KPIs) •Corporatereputation •Conversations •Site conversions •Customer relationships •Inbound links •Website traffic
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- 35. Qualitative • Are wecurrently part of conversations about our product/ service/industry? •How are we currently talked about compared to our competitors? •Build better relationships with key audiences? • Participate in conversations where we hadn’t previously had a voice? • Move from a running monologue to a meaningful dialogue with customers?
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- 37. Google analytics •Create asegmentation of social traffic •Look at each site individually •Compare increase in social visitors to other online marketing campaigns e.g. PPC •Monitor site goals for social visitors and their behaviour
- 38. Brands using socialmedia successfully
- 45. The comparethemeerkat campaign is a great example of customer engagement which has seen the site double the number of daily visitors according to Google Trends
- 46. • 36,048 Twitterfollowers • 705,766 Facebook fans • 80% increase in quotes • Cost per acquisition reduced by 73% • comparethemarket.com traffic increase of 100% “Simples”
- 47. Content is Not King (Not by itself)
- 48. “Buildin g quality content arketing ) is like without (m king Will iam Shak espeare loc rite for h imself” in a room to w xpert Michael Gray, SEO e wolf-howl.com
- 49. Are you readyto handle Possible Negative Backlash?
- 50. It’s ok toLose Control
- 51. How do you monitor the conversation?
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- 61. Social PR 1.Elevate themessage 2.Inform not persuade 3.Write with balance 4.Include traditional and new media 5.Be informative 6.Provide resources 7.Use available social media to open-up dialogue 8.Listen 9.Converse 10.Learn
- 62. PR Newswire Social mediametrics: http://www.prnewswire.com Allows PR professionals to monitor, analyse and measure the impact of what is being said about an organisation, brand or spokesperson
- 63. PR should embracesocial media NOT “hijack it”
- 64. You Must BeWilling to Dedicate Time & Energy
- 65. Illiya Vjestica kungfudigital www.linkedin.com/in/illiyavjestica www.kungfudigital.co.uk kungfudigtial.posterous.com