Sue Anstiss30th November 2010

Step into Social Media

First newspaper published

Computer1970175

21916 1930’

s2010

TVRadio

The old communication model

was a monologue.

3000The average person is exposed to

advertising messages/day

The new communication model

is a dialogue.

What is SOCIAL MEDIA

How can Social Media be used?

• Generating sales leads• Product development• Customer support• Internal knowledge• Market & customer feedback• Rapid sharing• Executive leadership & visibility• Branding

It’s not just marketing…

10 ways to get started

1. Experiment with social media

• Experiment personally before professionally

• Try a variety of social media tools

• Be yourself, make some friends, and share

2. Have a strategy

Photo by Utne.com

HOPE IS NOT A STRATEGY.

3. Listen

o Find where your audience is participating and indentify the influencers

o Read industry blogs

o Google your company name & your competition

o Use free tools that can help you listen

o Avoid puffery

o Avoid evasion and lying

o Admit your mistakes right away

o Don’t be afraid to share

o Make your content easy to share

o Think like a contributor & not a marketer

o Don't shoutDon't broadcastDon’t brag

o Speak like yourself

o Personify your brand

o Don’t try to delete or remove criticism

o Listen to your detractors

o Admit your shortcomings

o Work openly towards an explanation and solution

Relinquishcontrol

o Don’t wait until you have a campaign to launch - start planning and listening now

o Build relationships so they’re ready when you need them

o Get buy in from the organisation

o Convince senior team that social media is relevant to you

o ‘Divide and conquer’ within your team

o Recruit more help if needed

10. Measure results

www.google.com/analytics

Facebook analytics

Facebook offers unique analyticsStandard Reporting

Standard Impression, Clicks, Video Plays

Facebook Enhanced Reporting

Engagement report

Lexicon measures ‘buzz’ and sentiment on Facebook

Page report

Pulse Data reports the interests of your fans

Paid for analysis

Level 3Level 1 Level 2

o Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Podcastso RSS feeds

o Fastest growing social network

o 24 million members in UK

o Powerful tools to engage and understand your audience

o Your homepage on Facebooko Messages, photos, videos, events o Interact with userso Fans see your page updates in

newsfeed

Over 55 million members

In over 200 countries around the world

A new member joins LinkedIn every second

1. Instructional

2. Meet the team

3. Behind the scenes

4. Events

5. Testimonials

6. Entertain

83% have watched video clips

o Showcase eventso Meet peopleo Behind the scenes

shotso Run competitionso Reveal new productso Encourage customers

to share

1. Transparent2. Relevant3. Be active4. Engage in dialogue5. Lots of links

Source: Universal McCann Comparative Study on Social Media Trends April 2008

73% of active online users have read a

blog

o Personal broadcast systemo Marketing, public relations

and customer service o Give your brand a voice

within the communityo Share timely informationo Personify your brand

tools

o Share locationso Reward attendanceo Leave

recommendationso Link to other people

Branded geo-location services

DON’TFORGET THE BASICRULES

o Experiment with social mediao Make a plan (& plan your content!)o Listeno Be transparent & honest o Share your contento Act like a persono See criticism as an opportunityo Be proactive o Accept you can’t do it all yourselfo Measure your results

Sue Anstiss 01628 630363

sue@promotepr.com@sueanstiss

http://uk.linkedin.com/in/sueanstiss

www.promotepr.com

Grateful thanks for help with my slides to:http://bonafidemarketinggenius.com