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Social Media Research

  1. 1. Bus468:Social Media<br />Chloé<br />Matt<br />Dickson<br />Ashleigh<br />
  2. 2. Agenda<br />Introduction - Social Media 101<br />Methodology - What we did, how we did it<br />Analysis - What we found<br />Risks – Dangers of Social Media for businesses<br />Conclusion<br />Recommendations – Best practices<br />
  3. 3. What is Social Media?<br />Safko and Brake (2009):<br />“Refers to activities, practices and behaviours among communities of people who gather online to share information, knowledge, and opinions using conversational media.”<br />“Conversational media are web-based applications that make it possible to create and easily transmit content in the form of words, pictures, videos and audios.”<br />Extensive, wide-reaching, enabling.<br />About people<br />
  4. 4.
  5. 5. 5 Ways of Using Social Media<br />
  6. 6. Our Research Question<br /> How can organizations use and get the most of Social Media and what are the impacts to be expected, on an individual, company-wide and industry level, when these organizations incorporate Social Media into their marketing plan?<br />
  7. 7. Methodology<br />Theoretical research:<br />Blogs, leading to books and articles<br />Practical research:<br />Interview with two different companies<br />
  8. 8. Companies We Interviewed<br />Hurray! Solutions (fictive name)<br />Electronic Components<br />4 employees, home office<br />Use SM to educate consumers, drive traffic to website, build a network, hopefully increase sales<br />Acme Design Inc. (fictive name)<br />Digital agency<br />Big International clients<br />Use SM to have an online presence & to drive traffic to their website<br />
  9. 9. Costs & Risks of Social Media<br />Time required (cost)<br />Initial implementation<br />Ongoing<br />Difficulty of measuring ROI<br />Can track website traffic, and traffic to sales. But cannot track Social Media  Company Website  Sales<br />
  10. 10. Benefits of Social Media<br />Cost-effective<br />TV ads vs Youtube<br />Feedback mechanism<br />Blog comments, criticism<br />Recruitment drive<br />Attract employees through LinkedIn<br />Build brand awareness<br />Increased search engine rankings, exposure<br />Targeted marketing<br />More effective for small companies<br />
  11. 11. What We Found at Hurray! Solutions<br />Individual Level<br />Need to be professional all the time<br />Feedback mechanism<br />Company-wide level<br />Three people involved in blogging process (out of 5 staff)<br />Social media still has to go through the website<br />Attract early adopters (target market), users of SM<br />Industry-wide level<br />Does not help them keep tabs on competitors, but may in the future (when they catch up!)<br />Market research tool<br />
  12. 12. What we found at Acme Design Inc.<br />Individual Level<br />The VP of digital strategy responsible for SM<br />Every employee is allowed to blog, as long as it is not about a client<br />Company-wide level<br />They only hire people that they trust<br />Goal is still to drive people to their website<br />Wikis for knowledge-sharing, internal communications<br />Industry-wide level<br />B2C company, so SM is not a main priority<br />Many competitors use SM, able to monitor them<br />Generate authority, credibility and transparency in the long run<br />
  13. 13. Summary of Observations<br />Things that companies did well<br />Adopting the latest technology, embracing it<br />Creating communities<br />Market research, addressing customer needs quickly<br />Things that need improvement<br />Tracking (SM  traffic  SALES)<br />Tracking time spent on social media, then doing ROI analysis<br />
  14. 14. The Tools and their Use<br />
  15. 15. The Tools and their Use (con’t)<br />
  16. 16. Business Risks<br />
  17. 17. Solutions to Business Risks<br />
  18. 18. Damage Control<br />
  19. 19. Recommendations<br />Social media marketing should be utilized by B2C companies more than B2B<br />Must have a well defined SM policy<br />As with all marketing, should have a clear idea of who your market is. Maintain an overall marketing strategy.<br />Should be mindful of the ‘hidden costs’ of SM<br />Pay attention to associated risks.<br />
  20. 20. Conclusion<br />There are proven benefits in using Social Media as a marketing tool<br />Transparency<br />Service<br />Marketing and promotion<br />Feedback and market research<br />Community building<br />Still difficult to demonstrate direct results on a P&L statement<br />
  21. 21. Thank You for Listening!<br /> Are there any questions?<br />


  • Ahsleigh
  • Ashleigh - 10 seconds
  • Ashleigh -
  • Ashleigh: lots to say about this! But I will sum it up to 30 seconds
  • Ashleigh
  • Ashleigh
  • CHLOE to do this slide
  • Diskson: 12 hours a day, always on his blackberry. In the back of his mind all the time.Says he spends 50% of his time on SM.
  • Dickson
  • Dickson
  • Matt
  • Matt
  • Matt
  • Matt9% increase – readwriteweb.com
  • Ashleigh
  • Ashleigh – 1.5 min
  • AshleighEspecially useful for small companies with small budgets, and
  • Ashleigh
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