Slides cover how to engage with customers online looking at how social media as a channel allows businesses to talk to customers in a more personalised way. Looks at current examples of businesses using social media to add value to their brand and customer experience online, the way social media is impacting the way we communicate to customers. Also looks at the implications of social media for online PR.

1. Why social
media?

2. We now live

3. “Buzz” word of
2009

4. A fundamental chang
e in the way
we communicate

5. We are social
animals after all

6. to
ed te
lv
vo nica
E u
om m
c

7. “The re are 1 .5 million
busines s searc hes daily
on Yo uTube”
Starbucks coffee

8. “2nd most visited
destination for business
searches, behind Googl
e”
Google.Google, Forbes, BtoB, June 2009, June 2009

9. Over 350
million users on
Facebook

10. “If Fa cebook were a
t would be the
c ountry i
worl d’s 4th largest”

11. 15 million active
user accounts
on Twitter
Twitterrati.com 2010

12. Even the Dalai
Lama is on
Twitter

13. “Dell made $3 million
(£1,822,716) on Twitter
in 18 months”

14. 50 million users
on LinkedIn

15. 80% of companies usin
LinkedIn as their primar g
y tool to
find employees

16. Social media has over t
porn as the No.1 activit aken
y on the
web

17. “Over 70% of brands w
social media presence ith
fail to
publicise this on their
website”
Dotcommerce report 2010

18. Mashable.com 2010- University of Maryland’s Smith School of
Business report on small businesses using Social media

19. Conversation

20. In an online communication
there are no trust markers;
body language, voice

21. Responsiveness is key for
Digital communication

22. Trust is important

23. As a brand
it’s easy
to be the 5
0 year old
in a night
club
Flickr photo credit: *saxon*

24. Mobile media
means we are
connected all
the time

25. Why do brands use social media?
•Engagement with consumers on a non-
marketing level
• Build a community
• Build brand awareness & loyalty
• Offer services and knowledge
• Customer feedback - measure, assess,
evaluate

26. ‣Establish ways to lead online
discussions about your key
topics
‣Involve customers by asking
for their feedback, advice and
ideas

27. “If you don’t like
what’s being said,
change the
conversation”
Don Draper - Mad Men

28. Social media campaign
•Involve
•Create
•Discuss
•Promote
•Measure

29. Defining the “R” in ROI for
Social media

30. Defining “R”
•Return on Engagement
•Return on Participation
•Return on Involvement
•Return on Attention
•Return on Trust

31. Important to have a success
metric before you begin

32. Without some sort of benchmark,
it’s impossible to determine your
ROI

33. Success Metrics (KPIs)
•Corporate reputation
•Conversations
•Site conversions
•Customer relationships
•Inbound links
•Website traffic

34. Qualitative

35. Qualitative
• Are we currently part of conversations about our product/
service/industry?
•How are we currently talked about compared to our
competitors?
•Build better relationships with key audiences?
• Participate in conversations where we hadn’t previously
had a voice?
• Move from a running monologue to a meaningful
dialogue with customers?

36. Quantitative

37. Google analytics
•Create a segmentation of social traffic
•Look at each site individually
•Compare increase in social visitors to
other online marketing campaigns e.g.
PPC
•Monitor site goals for social visitors
and their behaviour

38. Brands using social media
successfully

45. The comparethemeerkat campaign
is a great example of customer
engagement which has seen the
site double the number of daily
visitors according to Google Trends

46. • 36,048 Twitter followers
• 705,766 Facebook fans
• 80% increase in quotes
• Cost per acquisition reduced by 73%
• comparethemarket.com traffic
increase of 100%
“Simples”

47. Content is
Not King
(Not by itself)

48. “Buildin g quality content
arketing ) is like
without (m
king Will iam Shak espeare
loc
rite for h imself”
in a room to w
xpert
Michael Gray, SEO e
wolf-howl.com

49. Are you ready to handle
Possible Negative
Backlash?

50. It’s ok to Lose
Control

51. How do you
monitor the
conversation?

52. Free tools

53. socialmention.com

54. howsociable.com

55. tweetcloud.com

56. tweetfeel.com

57. Twitter search
search.twitter.com

58. Free tools
Google Alerts
google.com/alerts
Technorati
technorati.com

59. Paid tools

60. Paid tools
Radian 6
radian6.com
Socialradar
socialradar.com

61. Social PR
1.Elevate the message
2.Inform not persuade
3.Write with balance
4.Include traditional and new media
5.Be informative
6.Provide resources
7.Use available social media to open-up dialogue
8.Listen
9.Converse
10.Learn

62. PR Newswire
Social media metrics:
http://www.prnewswire.com
Allows PR professionals to monitor,
analyse and measure the impact of
what is being said about an
organisation, brand or spokesperson

63. PR should embrace social
media NOT “hijack it”

64. You Must Be Willing to
Dedicate Time & Energy

65. Illiya Vjestica
kungfudigital
www.linkedin.com/in/illiyavjestica
www.kungfudigital.co.uk
kungfudigtial.posterous.com