Social Media For Business

SOCIAL MEDIA

FOR BUSINESS

WHAT WE ARE GOING TO TALK

ABOUT?

MARKETS, CONVERSATION & SOCIAL MEDIAMARKETS, CONVERSATION & SOCIAL MEDIA

WHO IS DOING RIGHT?

HOW TO AND USEFUL TOOLS

MARKETS ARE CONVERSATIONSMARKETS ARE CONVERSATIONS

Once upon a time in 1999…

Cluetrain Manifesto

Markets consist of

HUMAN HUMAN

BEINGSBEINGS, not

demographic sectors.

CONVERSATIONSCONVERSATIONSamong human beings

sound HUMANHUMANdemographic sectors.

sound HUMANHUMAN

In 2004 has been stated the [r]evolution

Conversations are contents

And Users their producers

THE SOCIAL MEDIA ERAHAS BEGUN

the AGORA Where HUMAN

BEINGS are having

CONVERSATIONS,sharing IDEAS, gathering

INFORMATIONS and creatingCONTENTS

HOW PEOPLE ARE ENGAGING CONVERSATIONS ?

SOCIAL MEDIA SOCIAL MEDIA MAIN FIGURESMAIN FIGURES

[JUST THE MOST KNOWN]

800 million active users

350+ million mobile users

Average user has 130 friendsAverage user spends 700 min per month

30+ billion pieces of content per month30+ billion pieces of content per month

60+ million of status update each day

900+ million objects that people interact with

3+ million active Pages

1.5 Million are Local Business Pages

http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/

106+ 106+ MillionMillion Active Users

200+ 200+ MillionMillion Tweets per day

460.000460.000 new accounts every day

37% of active 37% of active

25% 25% Follow a Brand

67% 67% ofof brandbrand followers purchase that specific brand

37% of active 37% of active users use their phone to tweet

http://www.marketinggum.com/twitter-statistics-2011-updated-stats/

100+ million active users{72%} C Age 25 C 54

Most popular Users’ Industries :

{17%} hiCtech

{14%} finance{10%} manufacturing{10%} manufacturing

Most popular Users’ Job Functions:

{12%} Sales

{10%} Academics

{10%} Administrative

www.linkedin.com/ads

{3 Billion} views per day

{48h} video uploaded every minute{48h} video uploaded every minute

{15 minutes per day} average spent by users

http://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html

http://youtube-global.blogspot.com/2011/05/thanks-youtube-community-for-two-big.html

And NOW What ?

Why Should

Business

use Social

Media?Media?

REMEMBER?

MARKETS ARE CONVERSATIONSMARKETS ARE CONVERSATIONS

BUSINESSES ARE IN MARKETSBUSINESSES ARE IN MARKETS

BUSINESSES BUSINESSES BUSINESSES BUSINESSES ARE ALREADY IN ARE ALREADY IN CONVERSATIONSCONVERSATIONS

But…But…

TheyThey don’t don’t knowknowOrOrOrOr

Don’t Don’t WantWant toto KnowKnow

ManyMany BusinessesBusinessesare are usedusedtoto shoutshout outoutTheirTheir Product…Product…

Each person is exposed at

3.000Messages/day

OverloadingOverloading personspersonsWithWith advertising and advertising and MessagesMessages but…but…

Only 14% trust advertisement

78% trust recommendation of other usersNielsen “Trust in Advertising” Report

Conversation and dialogue drive consumer behaviors

WHO IS USING SOCIAL MEDIA

AT THE BEST ?

$ 3 Million of salesgenerated by Twitter(@DellOutlet]

$ 6.5 Million global reachof all accounts (ex. @DellBrasil,

@DellHomeSalesCa]

ENGAGING CUSTOMER INTO BUSINESS

700k+

Followers

5,4M

Subscribers

4,8k+

Subscribers

My Starbuck Idea - SN

Ideas in Action - Blog

+50.000 PRODUCTS IDEA

PROFITABLE SOCIAL MEDIAPROFITABLE SOCIAL MEDIALESSON LEARNTLESSON LEARNT

1. SOCIAL MEDIA CAN BOOST YOUR SALES

2. PEOPLE CAN HELP TO DEVELOP YOUR BUSINESS

3. YOUR BUSINESS IS A PART OF THE CONVERSATION, NOT THE OWNER

USING CROWDSOURCING TO SUPPORT BRANDS’ DEVELOPMENT

BRANDGenerate

BRAND

90 K

MEMBER

Generate Brand Buzz

EngageCreatives

Pay Creatives

SOCIAL MEDIA AS BUSINESS MODELSOCIAL MEDIA AS BUSINESS MODELLESSON LEARNTLESSON LEARNT

1. SOCIAL MEDIA IS THE PANDORA’S VASE OF IDEAS (BUT NOT FOR FREE)

2. ENGAGING PEOPLE TO SUPPORT YOUR BRAND AWARENESS

3. EVERYONE HAS SOMENTHING TO GIVE

Vodafone Italia An integrated approach to create community, giving

customer service and improve brand awareness

1M+ Fans

Managing Phone

Customer Services

News

86K+ Followers

Staff 5 people

Customer Services

12h/6

6,8M+ Views

Video Tutorial

Short movies

Advertising

300K+ Members

Blogs

Wiki

Forum

MANY SERVICES ARE ACCESSIBLE FROM THE SIDE BAR

1M+PEOPOLE “LIKE” THE PAGE

PEOPOLE “LIKE” THE PAGE

FANS CAN CONTACT CUSTOMER CARE

DO YOU NEED A NEW MOBILE? ASK TO YOUR FRIENDS

TRUST ADVERTISEMENTTRUST ADVERTISEMENT

FROM FRIENDS!!FROM FRIENDS!!

@VodafonIT is a REAL TIME customer service on line 12h/6

Tweet to @Vodafone IT requiringcontact

They will reply asking a DM with yourname and mobile vodafone Number

They’ll contact You back

User Generated Videos, Short BrandedMovies, Advertisement, Video Tutorialsbroadcasted on Facebook and Vodafone sites

66,,88 Million Views66,,88 Million Views

in 44 Years

Brand awareness – Engagement

VodafoneLab is a community where people can interact sharing ideas, supporting each other and find information about products

INTEGRATED COMMUNICATIONINTEGRATED COMMUNICATIONLESSON LEARNTLESSON LEARNT

1. DIFFERENT PLACES FOR DIFFERENT ACTIVITIES

2. SOCIAL MEDIA MUST BE INTEGRATED IN YOUR BUSINESS PROCESS

3. PEOPLE TRUST RECOMMENDATIONS OF FRIENDS

PROMOTING A MICROSITEPROMOTING A MICROSITE

TWEET AND STATUS UPDATEDTWEET AND STATUS UPDATED

PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING

MESSAGEMESSAGE

BENEFIT FOR USER (WHITE PAPER, CONTENTS)BENEFIT FOR USER (WHITE PAPER, CONTENTS)

CALLCALLCCTOTOCCACTIONACTION

LINK TO THE MICROSITELINK TO THE MICROSITE

PROMOTING A MICROSITEPROMOTING A MICROSITERESULTSRESULTS

25.000 25.000 PAGE HITS FROM 1818 SOCIAL MEDIA SOURCES

2,5 2,5 MINUTES AVERAGE SPENT ON THE WEBSITE

50% 50% REACHED THE REGISTRATION PAGE50% 50% REACHED THE REGISTRATION PAGE

300 300 LEADS GENERATED

80% 80% OF BUZZ AND NEUTRAL-TO-POSITIVE SENTIMENT COMPARED TO ITS COMPETITORS

PROMOTING A MICROSITEPROMOTING A MICROSITELESSON LEARNTLESSON LEARNT

1. GUIDE YOUR VISITORS TO THE DESTINATION

2. MANY SOCIAL MEDIA GIVE POWERFUL PROFILATION TOOLS

3. SOCIAL MEDIA ADVERTISEMENT WORKS IF YOU GIVE BENEFITS

5. LINK DIRECTLY TO CONTENTS FROM ADVERTISEMENT

4. GIVE RELEVANT CONTENTS

INDIPENDENT SCICFI MOVIE PRODUCTION

(FINLAND – GERMANY –CANADA – AUSTRALIA)

A FILM PRODUCED WITH A FILM PRODUCED WITH

THE “CROWD” PHILOSOPHY THE “CROWD” PHILOSOPHY

€€ 7,5M BUDGET7,5M BUDGET

THE “CROWD” PHILOSOPHY THE “CROWD” PHILOSOPHY

THROUGH SOCIAL MEDIATHROUGH SOCIAL MEDIA

Screenplay writing

Fund rising

Promotion

Audience Engagement

CROWD SOURCING80,ooo user sharing ideas on Facebook Page and Twitter

CROWD INVESTING900.000 euros collected through donations

CROWD FUNDINGCROWD FUNDING300.000 euros collected by selling stuffs to fans through

the Website

THE WEBSITE

Gives news and info about production

Offers free and payed merchandise

Allows to demand the move in your country

Gives access to the special contents reserved to people who support production through donation

Allows to make donation to the production

FACEBOOK PAGE FOR CROWD SOURCING, NEWS SHARING, ENGAGEMENT

78,000 FANS78,000 FANS78,000 FANS78,000 FANS

TWITTER TO GIVE NEWS AND ASK FOR SUGGESTIONS

MAKE THE DIFFERENCE

MOVIE TEASERS AND TRAILERS+

9,000,000+ 9,000,000+ VIEWS

DIRECTOR’S DIARY+IRON SKY SIGNAL=

ENGAGEMENT, ENGAGEMENT, BRAND AWARENESS,BRAND AWARENESS,DONATIONDONATION

CROWD PROJECTINGCROWD PROJECTINGLESSON LEARNTLESSON LEARNT

2. “DO UT DES” – GIVE ALWAYS RECIPROCAL BENEFITS

1. SOCIAL MEDIA CAN HELP FINANCING PROJECTS

3. CONVERSATION BOOSTS YOUR ACTIVITIES

4. ENGAGE YOUR AUDIENCE WITHIN YOUR BUSINESS

3. CONVERSATION BOOSTS YOUR ACTIVITIES

5. ENGAGEAUDIENCE TO IMPROVE YOUR BRAND AWARENESS

So, How can I useSocial Media in My Business ?

#1 HAVE A STRATEGY

DEFINE YOUR DEFINE YOUR BUSINESS GOALSBUSINESS GOALS

KNOW YOUR KNOW YOUR AUDIENCEAUDIENCE

DEFINE DEFINE WHAT YOU HAVE TO SAYWHAT YOU HAVE TO SAY

CHOOSE CHOOSE YOUR CHANNELSYOUR CHANNELS

#2 BE HUMAN & POLITE

INTERACT WITH YOUR AUDIENCEINTERACT WITH YOUR AUDIENCE

ASK & ANSWER TO THEMASK & ANSWER TO THEM

BE CLEAR AND GENUINEBE CLEAR AND GENUINE

GIVE ALWAYS A MOTIVATION TO YOUR GIVE ALWAYS A MOTIVATION TO YOUR CHOICECHOICE

#3 BE FLEXIBLE

MONITOR YOUR ACTIVITIES AND BE MONITOR YOUR ACTIVITIES AND BE MONITOR YOUR ACTIVITIES AND BE MONITOR YOUR ACTIVITIES AND BE READY TO CORRECT THEMREADY TO CORRECT THEM

SOME USEFUL TOOLS[JUST A SHORT LIST]

WHO IS YOUR AUDIENCE?


WHO IS YOUR AUDIENCE?

Profile Stats ProTwitter Analytics For Business


WHO IS TALKING ABOUT YOU?


HOW IS YOUR TWITTER USAGE?


HOW IS YOUR TWITTER NETWORK?


HOW IS YOUR SOCIAL MEDIA REPUTATION?


MONITORING CAMPAIGN

Web analytics

ALMOST EVERY SOCIALNET OFFERS ANALYTIC TOOLS

THANKS FOR ATTENTION !

SOME RESOURCES USED FOR THIS PRESENTATION

CLUETRAIN MANIFESTO – WIKIPEDIA - DIGITALBUZZBLOG –

SIMONE FAVARO

facebook.com/sfavaro linkedin.com/in/simonefavarotwitter.com/sfavaro

CLUETRAIN MANIFESTO – WIKIPEDIA - DIGITALBUZZBLOG –

MARKETINGGUM – YOUTUBE GLOBAL – NIELSEN TRUST ADVERTISING

REPORT – B2BENTO CASE STUDY – VERONICA PENGS “SOCIAL MEDIA FOR

MARKETING” – INTERNET WORLD STATS – KLOUT - MASHABLE

IMAGES ARE FREELY DOWNLOADED BY “GOOGLE® IMAGES “ OR THEY ARE SCREEN

CAPTURES OF MY PERSONAL ACCOUNT

Social Media For Business

Technology

Transcript of Social Media For Business