Social Media Talk - Terenure Enterprise Centre - Mon16th Nov
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Transcript of Social Media Talk - Terenure Enterprise Centre - Mon16th Nov
Social Media Overview & Business Applications
Keith Feighery: Digital Strategist
Overview of social media
• Combination of social interaction and web technologies to:
• Communicate, engage, develop and be part of communities
– Internally and externally for organisations
• Create and share content and information across networks
• Build and extend networks through interaction
• Listen and participate in discussions, threads and develop ideas and relationships
• Learn from community (crowdsourcing)
Benefits to Individuals
• Develop a digital profile and presence– People Google you– Have a professional profile – and one that can be
found– Be consistent – photo, description, history etc…
• Contribute to areas that are of interest– Twitter, Forums, LinkedIn
• Develop reputation of expertise– Blogs, comment on other blogs, FriendFeed
• Follow people that add value
Relevancy to small business
• Directly engage with existing and potential customers• Reduce media spend• Relative ease of set up and engagement
• Main investment is TIME
• Freely available tools and utilities– As well as proprietary third party tools
• Measurable statistics to gauge impact and success (or lack of)• Facebook Insights, GoogleAnalytics, Twitter Apps, Url
Shorteners etc..
• Social media allows small business to create a presence online that outweighs offline
Business Advantages
• Listening– Crucial to hear what the public is saying about you
• Both positive and negative– The web now operates in real time – Brands need to hear what is said about
them in real-time
• Engage with Customers– Once you know what is being said about you – you can then interact directly
• Community Advantage– Build real communities online and offline– Build long lasting relationships and trust with customers– Instant polling and research opportunity with customers– Reduce customer acquisition costs– Increase customer retentions
Business risks
• Loss of control of the conversation– Two way communication
– Openly negative transmissions
• Using social channel as a marketing or PR conduit• Broadcast as opposed to engagement
• Can be a difficult persona for brands to adopt– Reveal a human voice of a corporate identity
• What it is that voice?
• Starting – and then not following through – Inevitable criticism
What exactly are social media platforms
The Full Spectrum
Social Media Landscape
Key Platforms
Key Platforms
• Social/Professional Networks– LinkedIn, Facebook (Main ones in US and Europe)
• Blogging/Micro-Blogging/Lifestreming– WordPress, TypePad,Twitter, Posterous, Tumblr
• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, Moby
• Aggregators/RSS Feeds & Readers– FriendFeed, Feedburner, GoogleProfile, Ping.fm
• Bookmarks/Sharing– Delicious, AddThis, StumbleUpon, Digg
• Collaboration Networks– Wikis, Shared Workspaces, Forums, Commenting Networks
(Disqus)
Professional Networking
Blogs
Social Networks
Video Sites
Photosharing Sites
Mobile Apps
Bookmarking, Sharing & RSS
Irish Case Studies Using Social Media
The Big Switch
Pat The Baker
SandTex – Ireland Deserves Sun
HairyBaby
International case studies of brands engaging with social media
Evian
Volkswagen
American Red Cross
Charmin “Go” Campaign
Zappos
Ford - FiestaMovement
Coca Cola “206 Expedition”
Skittles
Dell
Starbucks
The Power of Social Media
TSA Agent Took My Son (US)
Stuff White People Like
Tube Worker abuses Traveller
Best Job In the World
Case studies of brands not listening and managing digital crisis
Domino’s
United Airlines
Marks and Spencers
Thank You