This document provides an overview of social media tools and strategies for businesses. It discusses how social media has changed communications by increasing the number of bloggers and social media users. The document outlines various social media platforms like blogs, forums, social networks, videos, and wikis. It then discusses best practices for businesses, including listening, preparing objectives and policies, and measuring results. Specific tools like Radian6, TweetDeck and Facebook pages and ads are reviewed. The key lessons are that participation is important, conversations should be monitored, audiences engaged, think globally, and experiment.
16. Information Persuasion Argumentation
Sharing Building Supporting Establishing Resolving
Defining Issues
Knowledge Reputation Contracts Relationships Conflicts
Internal Communication
Knowledge
Blogs
Collaboration /
Project Blogs
Issues
Market Communication Campaigning Blogs
Service Blogs
Blogs
Product/Brand Customer
Blogs Relationship Crisis
Blogs Blogs
Public Relations
Source: Ansgar Zerfab, EuroBlog 2006
17.
18. Forum: bulletin board style web page; users interact by leaving comments
in topic threads; typically moderated by the group.
19. Social Networking: communities of people who share interests and activities,
or who are interested in exploring the interests and activities of others.
20. Online video: Upload, share and view original videos through websites, which
are downloaded via computers, phones or portable MP3 devices.
38. MEASUREMENT
Did we learn something new about our
customers?
Did we communicate with a new audience?
Are we thought leaders in an area where we
weren’t before?
Did we make mistakes and learn from
39. Social Networking Activities of US
CEO on Facebook 31%
Social Networking is part of biz and operation strategy 30%
Utilize social networking as a tool to build and manage brand 29%
Utilize social networking as an internal comms tool 23%
Utilize social networking for recruiting purposes 23%
Utilize social networking to engage employees 21%
Has an employee created Facebook page 18%
CEO has a Twitter profile 14%
Post videos on YouTube 13%
Corporate Facebook group 11%
Source: Deloitte, 2009
40.
41.
42.
43.
44.
45.
46.
47.
48. THE NEW PUBLISHING
FriendFeed Bookmark Search
Twitter Retweet
Likes
Facebook News Feed
Comments
Blog
Post
Trackbacks Pingbacks New Post Search
Status Update
LinkedIn
Groups
60. FACEBOOK
Sponsored Groups
Avg. cost is 6 figures for 3
month engagement
Completely customizable
Fan Pages
Free to create
Users add themselves as fans,
write on Wall, upload photos
Creators can send updates to fans
Creators add applications to Page
When fans interact with the page,
actions they take are automatically
generated into social stories
61. FACEBOOK
Official Networks
Employees only
Need a company email address to
join
Same features as Groups, but
visible only to network
Facebook Ads
Create and attach to stories in
News Feed or in the left hand Ad
Space
Click through rates between 4 and
26% (Forrester)
Purchase based on CPC or CPM
Receive performance metrics and
demographic data
62. TO REVIEW
1. Participation is not an option
2. Monitor conversations
3. Engage your audiences
4. Think of a global audience
5. Experiment to find what works