How can social media impact my business

Speakerhead.com

Social Media

• There was a time when social media was considered by some as a passing trend. Something that “the kids” were using that busineses could never really benefit from.

• Popular social platforms have become marketing bulk, offering businesses valuable data about their customers and a (mostly) free way to reach them. The board has spoken: social media for business is no longer optional.

Social Media• You must first be social • Become a part of the

discussion and then integrate marketing research efforts

• Implement tactics along with other marketing strategies. (Not a stand alone effort)

• Many options—See where your customers socialize

Social Media: Facebook• Facebook has many rich

options for insights.• Options Include:– Developing a page for your

organization– Participating in the dialog– Creating a page for

questions – Joining a group – some

require a “request to join”

Social Media: Facebook

– Setting up a page for reviews– Creating a poll—also link poll in an email – Creating unique and specific page, relevant for

your organization, program or offerings– Creating a newsletter—collect demographic

information (email address, age, city and state, and one pertinent fact)

Example: Nike’s Facebook

Example: Tesco Supermarket

• New feature: Questions• There is an option to pay

for Facebook advertising for your Questions (via the URL), providing targeted response for market research efforts.

• Share questions with friends, potential clients, existing customers.

• Find people with similar mindsets.

Social Media: YouTube

• A source for sharing and viewing video communication.

• Amateur, advertisers, media producers and media giants provide content.

• Post video content or learn from videos posted.

Social Media: YouTube

Search Content

Sort By Relevancy to queryView Count Ratings

YouTube “Suggest” feature (key terms)Use Insight and Analytics tool (free)

Find out who is watching, when, where they are located, impact of promotion or news, viewer ship and more

Poster of Content

Social Media: Twitter

• Twitter is loaded with market intelligence for its users.

• Users who are talking about what makes them happy and what makes them angry – products, brands and market insights are all being discussed.

Social Media: Twitter

• Start conversations with users (participate and dialogue).

• Ask questions that may be answered quickly. • Direct users to surveys or websites as a way to engage. • Follow those that share your audience, or are tweeting

about topics of interest to you or your clients.• Become interesting to others by providing tweets that

show you as the expert. • Use hashtags (#) when tweeting to be searchable.

(example ISOM #market #research tips).

Twitter-based ResourcesSearch.twitter.com Find mentions of product, company or topics.

Search followers, those following, client, audiences of interest, competitors

Twitterlocal.net Allows for micro-research, search tweets within a specific geographical area. Monitor events, political issues, news.

Backtweets.com Search twitter for links posted on twitter.

Backtype.com Allows you to see conversations by tweeters that appear on blogs, site forums and other social networks

Example: Twitter • With Twitter you can potentially

reach anyone in the world with a single 140 character tweet.

• Tweet messages can be broad or focused on a small select audience.

• Virgin America used Promoted Tweets toward their in-flight Wi-Fi customers.

• On launch, they put out three distinct tweets then promoted with carefully crafted keywords. Two of the tweets were meant to engage just their passengers at 35,000 feet.

Social Media: LinkedIn

• The most professional site of those spoken about today, where professionals share and seek information.

• Good source of information on industry, companies, and individuals

• Ways to use for research: – Join groups to be a part of conversations or start

conversations– Ask questions and seek answers

Social Media: LinkedIn (Cont.)

– Follow discussions– Use “Companies” tab—statistics on specific

company and employees– Use “News” tab to view trends, stories and topics

in several industries (mktg, internet, IT, PR etc.)– Utilize group membership to network and learn

about topics, services or needs. – Employee recruitment

Social Media: LinkedIn• Use “Polls” found under the more tab to canvas those

topics you would like to know more about

– Example: Do you think a persons culture can add to theirdesirability when applying for a job?

James Linton • 1 vote • 12 days left Yes No Potentially N/AVote or View Results

THANK YOU