Social Media Research
description
Transcript of Social Media Research
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Bus468:Social Media
Chloé
Matt
Dickson
Ashleigh
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Agenda
Introduction - Social Media 101
Methodology - What we did, how we did it
Analysis - What we found
Risks – Dangers of Social Media for businesses
Conclusion
Recommendations – Best practices
Intro Methodology Analysis Risks Recommendations Conclusion
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What is Social Media?
Safko and Brake (2009): “Refers to activities, practices and behaviours
among communities of people who gather online to share information, knowledge, and opinions using conversational media.”
“Conversational media are web-based applications that make it possible to create and easily transmit content in the form of words, pictures, videos and audios.”
Extensive, wide-reaching, enabling.
About people
Intro Methodology Analysis Risks Recommendations Conclusion
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Intro Methodology Analysis Risks Recommendations Conclusion
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5 Ways of Using Social Media
Social Media
Community Building
Transparency
Marketing and PromotionProject Research
Customer Service
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Our Research Question
How can organizations use and get the most of
Social Media and what are the impacts to be
expected, on an individual, company-wide and
industry level, when these organizations
incorporate Social Media into their
marketing plan?
Intro Methodology Analysis Risks Recommendations Conclusion
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Methodology
Theoretical research: Blogs, leading to books and articles
Practical research: Interview with two different companies
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Companies We Interviewed
Hurray! Solutions (fictive name)Electronic Components4 employees, home officeUse SM to educate consumers, drive traffic to
website, build a network, hopefully increase sales
Acme Design Inc. (fictive name)Digital agencyBig International clientsUse SM to have an online presence & to drive traffic
to their website
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Costs & Risks of Social Media
Time required (cost) Initial implementationOngoing
Difficulty of measuring ROICan track website traffic, and traffic to sales. But
cannot track Social Media Company Website Sales
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Benefits of Social Media
Cost-effective TV ads vs Youtube
Feedback mechanism Blog comments, criticism
Recruitment drive Attract employees through LinkedIn
Build brand awareness Increased search engine rankings, exposure
Targeted marketing More effective for small companies
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What We Found at Hurray! Solutions
Individual Level Need to be professional all the time Feedback mechanism
Company-wide level Three people involved in blogging process (out of 5
staff) Social media still has to go through the website Attract early adopters (target market), users of SM
Industry-wide level Does not help them keep tabs on competitors, but may
in the future (when they catch up!) Market research tool
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What we found at Acme Design Inc.
Individual Level The VP of digital strategy responsible for SM Every employee is allowed to blog, as long as it is not about a
client
Company-wide level They only hire people that they trust Goal is still to drive people to their website Wikis for knowledge-sharing, internal communications
Industry-wide level B2C company, so SM is not a main priority Many competitors use SM, able to monitor them Generate authority, credibility and transparency in the long
run
Intro Methodology Analysis Risks Recommendations Conclusion
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Summary of Observations
Things that companies did wellAdopting the latest technology, embracing itCreating communitiesMarket research, addressing customer needs quickly
Things that need improvementTracking (SM traffic SALES)Tracking time spent on social media, then doing ROI
analysis
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The Tools and their UseINTERNAL• Share knowledge by collaboration• Boosts innovation• Keep knowledge within the company
INTERNAL & EXTERNAL• Share ideas• Communicate about projects• Get quick answers by connecting employees
• Promote blogs• Create a trusted relationship
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The Tools and their Use (con’t)
(BLOGS) INTERNAL & EXTERNAL• Internal use only- designed to inform employees
• Also-external use. Generates authority/credibility
EXTERNAL• Promote company’s culture• Marketing tool to get feedback
EXTERNAL• All Fortune 500 utilize it• Connect with experts• Background checks on employees
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Business Risks
Productivity losses
• Addictive and time consuming• Average of 40 minutes per week at work
Legal risks
• Privacy issues with employees and customers
Reputation risks
• Mistakes will be made and hard to remove
Release of critical information
• Intentional or unintentional leak of information
Intro Methodology Analysis RisksRecommendati
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Solutions to Business Risks
Productivity losses
• 9% increase in productivity if used within a reasonable limit of less than 20% of total time in the office
Legal risks
• Being transparent with stakeholders
Reputation risks
• Mistakes will be made, it cannot be avoided• Have a clear policy on how to deal with Social Media
Release of critical information
• A well defined corporate policy regarding Social Media• Monitor employees
Intro Methodology Analysis RisksRecommendati
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Damage Control
Respond
quickly
Don’t delete anythin
g
Acknowledge
mistakes
Apologize
Take correcti
ve measur
es
Intro Methodology Analysis RisksRecommendati
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Recommendations
Social media marketing should be utilized by B2C companies more than B2B
Must have a well defined SM policy
As with all marketing, should have a clear idea of who your market is. Maintain an overall marketing strategy.
Should be mindful of the ‘hidden costs’ of SM
Pay attention to associated risks.
Intro Methodology Analysis RisksRecommendati
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Conclusion
There are proven benefits in using Social Media as a marketing tool
Transparency Service Marketing and promotion Feedback and market research Community building
Still difficult to demonstrate direct results on a P&L statement
Intro Methodology Analysis RisksRecommendati
onsConclusion
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Thank You for Listening!
Are there any questions?