PR in a Digital World
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This document summarizes a presentation on using social media effectively to grow a business. It discusses that Chi-chi Ekweozor will cover why social media marketing is important, trends in social media use, and seven things a business must do on social media. The presentation will explore building brand search equity through blogging, fostering customer relationships, and having a beginner's daily Twitter, weekly blog post, and monthly video strategy. It encourages businesses to avoid lying, stealing content, and hair pulling on social profiles, and to regularly monitor results using online tools.
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PR in a Digital World
- 2. Chi-chi Ekweozor Managing Director RealFresh.TV Ltd www.realfresh.tv chichi@realfresh.tv Manchester MicroMasterclass: Effective Use of Social Media to Grow Your Business
- 3. • A Little Bit About Me • Why Social Media Marketing? • 7 Things A Business Must Do www.realfresh.tv We Will Cover
- 4. www.realfresh.tv A Little Bit About Me
- 5. • Engineering background, York • Created Europe’s 1st live music video podcast • Short listed for Channel 4's 4Talent 2008 Awards www.realfresh.tv A Brief History
- 6. Real Fresh TV www.realfresh.tv • Social Media Consultancy • Social Media Training • Social Media Implementation: Blogs, Video, Facebook Apps
- 8. What We Do www.realfresh.tv We help organisations grow and market themselves online using social media: Twitter, Facebook, LinkedIn, blogs etc.
- 9. www.realfresh.tv … Multi Platform Content It’s all about
- 11. • A Little Bit About Me • Why Social Media Marketing? • 7 Things A Business Must Do www.realfresh.tv We Will Cover
- 13. www.realfresh.tv
- 14. “Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.” www.realfresh.tv
- 16. “I Want Me Mum!” www.realfresh.tv
- 20. “Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)”. www.realfresh.tv
- 24. www.realfresh.tv
- 25. Trend: Social Media likes Mobile... www.realfresh.tv
- 26. www.realfresh.tv
- 27. “310% increase in Twitter traffic on mobile broadband networks in the first half of 2010 compared to the second half of 2009.” www.realfresh.tv Usage stats
- 28. “200% increase in Facebook traffic on mobile broadband networks in the first half of 2010 compared to the second half of 2009.” www.realfresh.tv Usage stats
- 29. “Video streaming applications like YouTube constitute 35% of the global mobile bandwidth usage.” www.realfresh.tv Usage stats
- 30. Facebook and Skype deal to dial friends and family - BBC News www.realfresh.tv
- 31. www.realfresh.tv
- 32. The number of smartphones in use globally expected to hit 1.7 billion by 2014 www.realfresh.tv
- 33. www.realfresh.tv
- 34. Smartphones to overtake feature phones in the US by the end of 2011 www.realfresh.tv
- 35. Social media is not a fad. www.realfresh.tv
- 36. Straw poll: How many ‘sent from my iPhone emails’ have you received in the last week? www.realfresh.tv
- 37. www.realfresh.tv How to use social media effectively to grow your business?
- 39. Why Is It Important? www.realfresh.tv
- 40. People Like It! www.realfresh.tv Britons spend nearly ‘one day a month online’ The lion's share of that time is spent on social networks. - BBC News 19 May 2010
- 41. www.realfresh.tv
- 42. Facebook Growth www.realfresh.tv “UK user numbers rose 8.9% in May alone. There are now 26m Facebook users in Britain, a penetration rate of over 44%.” - Telegraph, 27 June 2010
- 43. It Impacts On Purchases www.realfresh.tv “For young car buyers under the age of 35, nearly a quarter (24%) used social networking to share their decision.” - Foresight Research, June 2010
- 44. It Impacts On Purchases www.realfresh.tv “79% of Twitter users and 51% of Facebook users are more likely to buy brands they follow.” - Chadwick Martin Bailey, Feb 2010
- 45. It Impacts On Purchases www.realfresh.tv 25% of consumers are friending Brands for the possibility of discounts. - eMarketer, August 2010
- 46. www.realfresh.tv
- 47. www.realfresh.tv
- 48. www.realfresh.tv
- 50. Benefits of Social Media www.realfresh.tv Build brand search equity
- 51. Benefits of Social Media www.realfresh.tv
- 52. Search Increasingly Key www.realfresh.tv “Nearly half (49%) of all internet users use search on a typical day, closing in on the 60% who use email.” - Marketing Charts
- 53. • Easily ‘spidered’ or ‘indexed’ • Easy to establish ‘authority’ • Encourage fresh content via easy-update feature www.realfresh.tv Why Google ’s blogs
- 55. Benefits of Social Media www.realfresh.tv Foster real customer relationships
- 56. • A Little Bit About Me • Why Social Media Marketing? • 7 Things A Business Must Do www.realfresh.tv We Will Cover
- 60. That’s right, A... B... C... www.realfresh.tv
- 62. A: About You www.realfresh.tv Decide what you want to project Decide what you aim to achieve Make your bio/profile ‘about you’
- 64. B: Blog... later www.realfresh.tv Start by checking out other blogs Micro-blog first – try Twitter? Decide on a theme for first month
- 66. www.realfresh.tv Comments build community Regularly ask for comments Reward... appropriately C: Communicate
- 69. 1: 1st Listen (then converse) www.realfresh.tv
- 70. 2: “2” Do List (Make one) www.realfresh.tv
- 71. A Beginner’s Strategy www.realfresh.tv Daily Twitter • 3 – 5 Tweets: targeted, helpful
- 72. www.realfresh.tv Weekly Blog post • Industry/Sector News round up article A Beginner’s Strategy
- 73. www.realfresh.tv Monthly Video • Video update on YouTube • ‘Auto-Podcast’ using Blip.TV? A Beginner’s Strategy
- 74. 3: 3 Things You Must Avoid www.realfresh.tv • Lying Do your research • Stealing Give credit where credit is due • Hair pulling Your blog/Twitter profile is a weapon
- 75. And 4 the bonus... www.realfresh.tv
- 76. 4: 4 best results, Monitor regularly www.realfresh.tv Use (free) online tools to monitor keywords relevant to your industry.
- 78. Who is Your Monitor? www.realfresh.tv Social media monitoring now an essential part of a digital marketing strategy. Are you doing it?
- 80. How We Can Help www.realfresh.tv Do you need? • Social media marketing training • Social media strategy • Social media implementation
- 81. www.realfresh.tv
- 82. Questions? www.realfresh.tv Contact: Chi-chi Ekweozor Director, Real Fresh TV Email: chichi@realfresh.tv Tel: 0161 241 6846 Twitter: @realfreshtv http:// twitter.com/realfreshtv
- 83. www.realfresh.tv Credits and References Social Media Landscape - http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg Social Media Connections - http://conversationagent.typepad.com/.shared/image.html?/photos/uncategorized/2008/04/14/social_media_evangelists Facebook http://lifeinthenhs.files.wordpress.com/2009/02/facebook.jpg Social Networking Logos - http://www.dialaphone.co.uk/blog/wp-content/uploads/2007/08/social-networking-logos.jpg Brand Search Equity http://www.keral.com/Happenings/eye2.gif Social Media - http://www.flickr.com/photos/somethinnew/384489940/ Nike ITV http://www.guardian.co.uk/media/2010/may/24/itv-nike-world-cup-ad Comments http://www.flickr.com/photos/26677283@N02/3814766905/#
- 84. Straw poll: How many ‘sent from my iPhone emails’ have you received in the last week? www.realfresh.tv
- 104. Steve Downes, Managing Director @stevejuice
- 105. Social Media Clients
- 106. Digital PR
- 107. Not just consumer, B2B too “In an era exploding with user-generated content, social media, and Web 2.0, it’s important for those in business-to-business communications to understand how journalists are using technology when it comes to reporting news,” Mike Neumeier, principal of Arketi Group.
- 108. How? The silver bullet.
- 109. My home screen
- 110. Social media press room
- 111. Bloggers “89% of journalists use blogs and 65% use social networks to research stories” Cision survey Internet giant AOL announced on Tuesday that it had purchased the influential technology blog TechCrunch for an undisclosed sum. 29 September 2010
- 112. How do we find them? • In house influence analysis tool • Alexa rankings • Technorati • Tracking conversations Some examples from restaurant sector >>>>
- 116. Hard to reach groups
- 117. malemale 13 - 2413 - 24
- 118. Blogger and social media engagement
- 119. Results? Share of UK Voice: September Buzz excluding Red Bull 197 91 56 18 3
- 120. Steve Downes, Managing Director @stevejuice