Social Media Platforms & Customer Engagement

1. Social Media
Best Practice's
By: Dr. Deborah Ferber

2. Topics Covered
History of Social Media for Marketing
Legal Issues Using Social Media
Social Media Platforms and Customer Engagement
Leveraging Social Media & Growing Your Business
How to Measure Your Success

3. History of Social Media

4. History of Social Media
What is Social media?
Describes the technologies and
practices that people use to share
opinions, insights, experiences, and
perspectives with each other and sell
products and service.
A radical change has occurred in the
world of advertising and marketing
“Fasten Your Seatbelt”

5. 1979
Usenet
2000 -2017
Apps
Blogs
Podcast
Wikis
1995 -1998
1st Social
Networking Site
Classmates.com
1984
Listservs
1988
IRC
1971
Email
1990-1993
Personal Web Sites
Discussion Groups
Chat
History of Social Media
T
T
History of Social Media

6. GROWTH Of Social Media
10/14/2018
Social Media’s Timeline

7. History of Social Media
10/14/2018
Product proliferation and availability means more choice for
the buyer today……..

8. Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
History of Social Media
Today, media is fragmented
• 13,500 radio stations
(4,400 in 1960)
• 17,300 magazine titles
(8,400 in 1960)
• 500+ TV channels per home
(5.7 in 1960)
And the Web:
• Millions of sites
• Billions of pages

9. History of Social Media
Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

10. Legal Issues Using Social Media
Legal Issues Using
Social Media

11. Legal Issues in Social Media
Unauthorized Use of
Trademarks
 Unauthorized use of third
party trademarks on a social
media site may lead to legal
liability for trademark
infringement, dilution or
unfair competition.

12. Legal Issues in Social Media
Electronic Discovery
 Today, tweets on Twitter,
status postings in
Facebook, and
discussion forum
postings on LinkedIn are
all discoverable
information to the same
extent as emails and
text messages.
ThisPhotobyUnknownAuthorislicensed
underCCBY-NC-SA

13. Legal Issues in Social Media
Dynamic Information
Social media content
can be edited.
Just because its
removed, people have
already seen in.
 Once published it
Lives on forever

14. Legal Issues in Social Media
Human Resources Issues
 It is becoming increasingly common
for company HR departments to
review the Facebook, LinkedIn, and
other social media pages of both job
candidates and current employees.
 While this practice can be useful to
help make hiring decisions,
companies must ensure that their
hiring and retention practices do not
unlawfully discriminate based on
information available through such
candidates’ and employees’ social
media pages.
 In addition, professional social media
sites such as LinkedIn offer the
opportunity for people to write
recommendations for others in their
networks.
- a good recommendation can later
make it difficult for a company to
defend against a claim of wrongful
termination; and
- a negative recommendation may
result in discrimination, defamation,
or workplace retaliation claims.

15. Legal Issues in Social Media
Securities
 Businesses with an Internet
presence must be vigilant to
ensure that securities laws
and regulations are not
violated.
 Employees and executives
need to be careful about
what they say.
- The CEO of Whole Foods
was taken to task for a
series of message board
postings he had made
under a pseudonym,
talking down his company’s
competitor, Wild Oats.

16. Legal Issues in Social Media
Unauthorized Use of Copyright-
Protected Works
Copyright violations can lead to
jail time, fines & law suits
 Copyright-protected works, such as
text, videos, music, photographs,
and source code, are often copied
from another location and used on a
social media website without the
authorization of the content owner.

17. Legal Issues in Social Media
Endorsements
 The FTC says that bloggers who
receive compensation for
discussing a product or service
must disclose that their comments
are paid; but it could also apply,
for example, to someone who
receives free nights from a hotel
and then tweet about how great
the hotel is.
 Similarly, employees who truly love
their company’s offerings and
tweet about them or discuss them
on message boards are supposed
to disclose that they are employed
by the company.

18. Social Media Platforms and
Customer Engagement
Social Media Platforms &
Customer Engagement

19. Social Media Platforms & Customer Engagement
Top Social Media Platforms 2017
T

20. Social Media Platforms & Customer Engagement
Consumers behave differently
Follow Them !
• They meet in different places
Social networks, blogs, forums
• They share content and spread the voice
Viral videos, blogs, Twitter
• They influence
• They comment
• They advertise themselves
T

21. Social Media Platforms & Customer Engagement
Consumers communicate more
Go where they are!
• People regroup on communities
• Word-of-mouth is stronger
• People read blogs and consume more user generated content
• People tend to take part in online conversations and are happy
to communicate with brands

22. Social Media Platforms & Customer Engagement
Strong trends
Follow Again !
• 41% of users read blogs
• 47% of the time people spend on the internet is spent looking at content and 33%
spent communicating
• 91% of users are likely to buy on recommendation
• 330 million online video viewers
• Twitter is 1 million users and 3 million messages/day
• LinkedIn is 19 million users
…

23. Social Media Platforms & Customer Engagement
Conversations
…and conversations !
• « Markets are conversations
• « Markets are getting smarter, more informed,
•« Companies that assume online markets are the same kidding themselves.
• « Companies that don’t realize their markets are now networked are missing their
best opportunity.
• « Companies can now communicate with their markets directly.If they blow it, it could
be their last chance.
• « Companies that do not belong to a community of course will die. »
(

24. Buys
tickets
online
Checks
scores
Looks for
information
about
games
Reads up
on
new Album
releases
Reads
friend’s
postings
Gets the latest
updates on
favorite teams
Downloads
Songs
Music Sites
Sports Sites
Blog Sites
Movie
Sites
Gaming Sites
Google.com
Searches for
“what’s cool”
Social Media Platforms & Customer Engagement
Consumer Touch Points

25. Leveraging Social Media & Growing
Your Business
Leveraging
Social Media &
Growing Your
Business

26. Social Media Platforms & Customer Engagement
Reach the Right People !
• Long tail effect
Reach the small communities on the web
• Connect with people
Reach the people where they are
• Keep brand positioning
Keep brand awareness to relay offline marketing campaigns
• Generate more traffic
• Enlarge the targeted segment

27. Leveraging Social Media & Growing Your Business
…to start with
• Go and meet users on the Internet
Answer comments left by users on multiple blogs. Read what they say about your
brand.
• Set up collaborative tools
Make sure you offer tools to your customers to share with you about your products (blogs,
forums, online surveys).
• Connect with your customers
Be present on online social networks and create a profile for your brand.
• Replay offline campaigns on the Internet
Post your last TV campaigns on YouTube, announce your coming event on Twitter, post feeds
on Facebook, Blog about your brand...

28. Leveraging Social Media & Growing Your Business
…to start with
• Engage users in product testing
Create restricted communities who will be able to test the product and help in its
development. Create user communities.
• Engage users to buzz
Share and present your products to bloggers in order to engage a viral wave.
• Trigger the conversation
Engage the conversation on your blog and over chat rooms. Post on other blogs.
• Develop an honest and viral state of mind
Be open, do not be afraid, be honest and share as much as you can.

29. Leveraging Social Media & Growing Your Business
Use multiple tools and spread your
presence !
• Leverage the effect by using multiple tools
• One media or one profile is not enough to see the effects
• It is the combination of multiple tools that will make you
successfull

30. Leveraging Social Media & Growing Your Business
Facebook
Create a page !
• Create a page for your brand

31. Leveraging Social Media & Growing Your Business
LinkedIn
Create a group !
• Create a group about company employees

32. Leveraging Social Media & Growing Your Business
Twitter
Create an account !
• Create an account and share useful links

33. Leveraging Social Media & Growing Your Business
YouTube
Post videos !
• Create viral spots like lip dubs
• Post helpful content for users

34. Leveraging Social Media & Growing Your Business
Slideshare
Post presentations !
• Create useful presentations

35. Leveraging Social Media & Growing Your Business
Blogs
Become a Blogger!
• Blog on your corporate blog
• Share with bloggers and keep them informed about your actuality –
They are interested by news
Become

36. Leveraging Social Media & Growing Your Business
Follow conversations…
…and reply !
• Read all conversations that are done about your brand
• Participate to these conversations by replying and commenting
• Respond quickly for a stronger effect
• Share quality content

37. How to Measure Your Success
How to
Measure Your
Success?
This Photo by Unknown Author is licensed under CC BY
This Photo by Unknown Author is licensed under CC BY-NC-ND

38. Measuring Your Success
Creating Buzz !
How is your social media campaign going?
• Responsiveness of a communication that should be lower than
24h
• Number of quality blog posts
• Number of meaningful comments
• Quality of content shared Th

39. What KPI ?
Traffic and quality !
KPI = key performance indicator (KPI) is a type of performance
measurement. KPIs evaluate the success of an organization or of a
particular activity in which it engages on social media.
• Number of links from other sites to the brand’s URLs
• Number of posts quoting or linking to the brand

40. Measuring Your Success
Metrics Tools ?
Easy tools to set up now !
• Subscribe to Google Analystics
• https://www.google.com/analytics/#?modal_active=none
• Subscribe to Google Alerts for the URLs/words you want to monitor
https://www.google.com/alerts
• Subscribe to HootSuite for scheduling tracking
https://hootsuite.com
• Create a Technorati account
www.http://technorati.com/
IFTTT stands for If This Then That.
www.https://ifttt.com/

41. How to Measure Your Success
The “Satisfaction Effect”
Sour

42. Social Media Take Away
Identification
Most basic level of
engagement
Having sense of shared values
and common experience,
Belonging
People who are passionate
enough to devote lot of time
and/ or money
Commitment
Source: The Henley Centre/ Redwood 2003

43. Social Media
Best Practice's
THANK YOU!
For more information:
Dr. Deborah Ferber
dferber@Brandman.edu
https://www.youtube.com/watch?v=iqaFuAsTjjo