The document discusses how businesses can benefit from social media. It notes that while social media has large user numbers, companies are not effectively engaging customers on social platforms. The document recommends that businesses find areas of common interest between their offerings and customers to have relevant conversations. It also warns of potential pitfalls like interrupting conversations and provides examples of companies that effectively leverage social media. The key takeaways are that social media engagement needs to resonate with consumers, be used for customer service, and measure success through appropriate metrics.

1. The power of social media
…and how your business can benefit
Ian Miller, Search Director
@millerian

2. • Ian Miller, Search Director at Crafted
• Full service digital agency with a team of 40+
• Dedicated search team spanning
social media, organic SEO, online advertising, analytics, copy
• Clients across a wide range of industries
Hello @millerian
crafted.co.uk @craftedmedia

3. What is social media?
crafted.co.uk @craftedmedia

4. What is social media?
crafted.co.uk @craftedmedia

5. But really it’s just a conversation
crafted.co.uk @craftedmedia

6. Easy to be impressed
• 1 in 7 of the earth’s population is an active Facebook user
• LinkedIn has 161 million members in 200 countries
• 100,000 messages are posted to Twitter every minute
• YouTube has 92 billion page views a month
• Over 20% of teens log into Facebook more than 10 times a day
Big numbers
crafted.co.uk @craftedmedia

7. But…
crafted.co.uk @craftedmedia
http://www.flickr.com/photos/garryknight/
“People commonly use
statistics like a drunk uses a
lamp post; for support rather
than illumination.”
Mark Twain

8. The company
• Only 44% of customer questions on Twitter are answered within 24 hours
• 55% of companies ignore all customer feedback on Twitter and Facebook
• 42% of employers ban social media within the workplace
The customer
• Social media users who receive excellent customer service from brands spend on
average 21% more than non-social customers
• 59% of Pinterest users have purchased an item they saw on the site
• 33% of Facebook users have purchased an item or service they saw on their news
feed or a friend’s wall
So here are some that matter
crafted.co.uk @craftedmedia

9. How does my business get it right?
crafted.co.uk @craftedmedia
http://www.flickr.com/photos/pasukaru76
What your
business is
interested in
What your
customers are
interested in

10. So who’s done it well?
crafted.co.uk @craftedmedia
http://www.flickr.com/photos/pasukaru76

11. So who’s done it well?
crafted.co.uk @craftedmedia

12. So who’s done it well?
crafted.co.uk @craftedmedia

13. Think about the intersection of interest
• Social is meant to be shared, so why should it be?
• Are you adding value?
• Is there a call to action, or next step?
• Marketing or customer service, please pick one
• 100% commit
What do they have in common?
crafted.co.uk @craftedmedia

14. What could go wrong?
crafted.co.uk @craftedmedia

15. What could go wrong?
crafted.co.uk @craftedmedia

16. All is not lost..
crafted.co.uk @craftedmedia

17. Don’t interrupt conversations
crafted.co.uk @craftedmedia

18. Be careful, but not worried
• Think of how your message will be perceived, not how you meant it
• Social media is like a dinner party. Don’t be too loud, too boring or be self obsessed.
• Consider your audience, and what need you’re meeting
• Your customers are worried about themselves, not about your business
What can go wrong?
crafted.co.uk @craftedmedia

19. It can be used for good
crafted.co.uk @craftedmedia

20. Leverage the opportunity
crafted.co.uk @craftedmedia

21. Leverage the opportunity
crafted.co.uk @craftedmedia

22. Leverage the opportunity
crafted.co.uk @craftedmedia
3185
shares
1545
tweets

23. Recommended reading
crafted.co.uk @craftedmedia

24. The important bits
• Activity needs to resonate with the consumer
• Consider social a customer service medium
• You need to measure social, but define your metrics. Remember, time isn’t free
• The business needs to empower people, not restrict
• It doesn’t have to be big-brand big ideas, keeping it simple works
5 things to take away
crafted.co.uk @craftedmedia

25. Ian Miller
Search Director
ian.miller@crafted.co.uk
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 213222
E. hello@crafted.co.uk
www.crafted.co.uk
Thank you for listening
Any questions?