Social networking

Social Networking for Business Success,[object Object],Richard Dennys,[object Object],Principal Consultant,[object Object],Digital Divinity Liimited,[object Object],http://www.digital-divinity.co.uk,[object Object],Tel +44 (0) 843 289 5 389,[object Object],@digitaldivinity,[object Object]

What is Social Media Marketing?,[object Object],“Social media marketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix—advertising, personal selling, public relations, publicity, direct marketing, and sales promotion—to produce a customer focused message.”,[object Object],http://en.wikipedia.org/wiki/Social_media_marketing,[object Object]

Hierarchy of Needs and Social Media,[object Object],Maslow’s Hierarchy of Needs:,[object Object],Social Media,[object Object]

Social Networking Statistics,[object Object]

Social Media in the UK 2010,[object Object],ClickLink,[object Object]

The Ups and Downs of Social Networking around the world,[object Object]

Top Five Social Networks by Country,[object Object]

Time spent on Facebook in June 2009 and 2010 by Country,[object Object]

Why is it important?,[object Object]

Why is it important?,[object Object],Interests offline resonate further online, trends on the web bubble into real life, and mobile technology makes it vast and instant; essentially, social media is now always in the mix and brands have to engage with this new reality.,[object Object],It’s not a question of whether social media is right for your idea. ,[object Object],It’s a question of which social media platforms are right for you and then employing the right approach for your brand in that medium.,[object Object]

Brand and Reputation,[object Object]

The Power of Recommendation, Advocation and Testimonial,[object Object],That’s great, I have more trust and respect for that person,[object Object],Recipient,[object Object],Please have some valuable knowledge, to help you and make me look good,[object Object],Advocate,[object Object],It didn’t work, your advocation was false, I trust and like you less,[object Object]

How does it work?,[object Object]

How does it work?,[object Object],There are numerous Social Networking services to register with and use, usually for free (providers make their money generally through advertising, or perhaps by providing certain features to premium users),[object Object],They provide us with a virtual map of the real world social web, allowing us to connect and communicate with different groups of people on different levels, from family and friends to complete strangers.,[object Object],Understanding privacy concerns is extremely important, therefore.,[object Object],Nowadays, it is very simple to register and begin using these services, but to understand how to make best use of them in a business and marketing context, takes some experience.,[object Object]

How does it work?,[object Object],Lighting the Bonfire..,[object Object],In order to get the viral message moving, mainly focus on collaborative content. ,[object Object],Very similar to the school playground!,[object Object],Comedy Photos and Videos,[object Object],Informative Diagrams,[object Object],Jaw Droppers / No Ways,[object Object],Schadenfreud,[object Object],Free stuff,[object Object],ORIGINAL breaking news,[object Object]

A basic understanding of Facebook and Twitter in a Business context,[object Object]

Facebook,[object Object],1. Register,[object Object],Personal Profile...,[object Object],...vs. Creating a Page,[object Object]

Facebook,[object Object],2. Create/Edit your Page profile,[object Object],Do you want to connect your Twitter account, or simply use a Twitter client instead?,[object Object],Consider what information you put down carefully. It can always be changed at a later date but, generally, less is more to begin with.,[object Object],To add more administrators, etc. click on ‘Edit Page’ below the profile photo,[object Object],The whole process (sign up and basic profile creation) should take no more than 10 minutes,[object Object]

Facebook,[object Object],3. Use it!,[object Object],Firstly, as a quick way of gaining fans use the ‘suggest to friends’ tool ,[object Object],Provide interesting, meaningful posts with a suitable frequency.,[object Object],Try to encourage activity amongst fans - don’t simply talk at them!,[object Object],Would creating an event be worthwhile? ,[object Object]

Facebook Fan page back end management,[object Object]

Twitter,[object Object],1. Register,[object Object],The sign-up process takes a couple of minutes max.,[object Object]

Twitter Overview,[object Object],Essentially a global, public chatroom, allowing you to update followers with information and follow others, limited to 140 characters per update.,[object Object],#hashtags,[object Object],search.twitter.com,[object Object],URL shorteners:,[object Object],e.g. bit.ly, tinyURL, is.gd,[object Object],www.twitter.com/your_username - choose your username wisely,[object Object],You can share media:,[object Object],e.g. TwitPic, Yfrog,[object Object],Third-Party applications (‘clients’) for Mobile, Windows/Mac, Web,[object Object],e.g Tweetdeck, Twitterific, Brizzly,[object Object],Geo-location of tweets (like FourSquare),[object Object],@username replies,[object Object],d username direct messages,[object Object],RT retweets (2 types),[object Object],.@username replies,[object Object],/cc @username,[object Object],(via @username),[object Object]

Twitter Applications (“Clients”),[object Object],Recommended Applications:,[object Object],Web: ,[object Object],- Twitter (www.twitter.com),[object Object],- Seesmic (www.seesmic.com),[object Object],[object Object]

Threadsy (www.threadsy.com)Desktop:,[object Object],- Tweetdeck (requires Adobe Air - www.tweetdeck.com),[object Object],- Twhirl (requires Adobe Air - www.twhirl.org),[object Object],iPhone:,[object Object],- Twitter (official application),[object Object],- Tweetdeck,[object Object],- Twitteriffic,[object Object],Blackberry: ,[object Object],- Twitter (official application),[object Object],- Twitterberry,[object Object],Clients are available for other mobiles and SMS updates are possible for non-smartphone users.,[object Object]

Semantics,[object Object],@username,[object Object],replies are public (show up on your profile) but don’t appear in followers’ feeds, unless they also follow the person it’s directed to.,[object Object],d username,[object Object],a direct message - private. (Does not appear on your profile page or in other people’s feeds, even if they follow them also),[object Object],RT,[object Object],A retweet, either direct or edited. A simple way of sharing interesting tweets with your followers/showing appreciation for a particular tweet.,[object Object],.@username,[object Object],a reply which you want everyone to see,[object Object],/cc @username,[object Object],draw a tweet to a particular person’s attention,[object Object],widely used,[object Object],(via @username),[object Object],pay respect to a particular user who introduced you to something,[object Object]

Sharing Media,[object Object],Pictures, Videos, Audio,[object Object],Most Twitter clients make this easy by using default services. e.g. Yfrog , Twitvid, Twaud.io. ,[object Object],These services generally don’t require you to sign up with them- they automatically create an account based on your Twitter name. ,[object Object],They automatically create a short URL (to conserve space) which people can click on to view and comment on (with their Twitter username).,[object Object]

URL Shorteners,[object Object],URL shorteners can be used in all forms of web communication but are particularly prevalent on Twitter because of the 140 character limit on messages. ,[object Object],There are a few different services available (e.g. bit.ly, is.gd, tinyurl.com, etc. - again, most clients use a default to auto-shrink URLs).,[object Object],Bit.ly,[object Object],The most popular URL shortener by far - provides simple analytics. ,[object Object],To see info of any bit.ly link, simply add a ‘+’ after the URL in the address bar,[object Object]

Hash tags and Searches,[object Object],using or creating a #hashtag shows a tweet relates to a particular topic e.g. #worldcup2010 #eng and automatically creates a clickable search query for that term. Usually they’re as short as possible (to conserve characters for your message) but you can make them as long/random as you like.,[object Object],#hashtags,[object Object],search.twitter.com,[object Object],Twitter automatically provides a list of what’s popular on Twitter called ‘Trending Topics’. If you want to search for something specific though, you can. ,[object Object],This can be useful for a number of reasons:,[object Object]

Geo-Location,[object Object],If using a client with access to geo-location data (e.g. smartphone, some web browsers), you can apply a location to a tweet. This allows users to see what people are saying in a certain area (locally, for example).,[object Object]

Client Cases and Best Practices,[object Object]

Frankie and Benny’s,[object Object],Prominent location next to navigational area,[object Object],Use of ‘great offers’ as an incentive to follow,[object Object]

The harsh reality of public forums (Frankie & Benny’s Facebook Wall),[object Object],Negative Posts/Feedback,[object Object]

Frankie and Benny’s Twitter feed,[object Object],More control over the stream:,[object Object],More positive posts ,[object Object],(Re-Tweets),[object Object]

But...,[object Object],Still the potential for negative public attention,[object Object]

Innocent,[object Object],Less Prominent positioning of social network links,[object Object],(+ use of Flickr and YouTube),[object Object]

Innocent’s Social Networks,[object Object],Facebook is more positive (better product?),[object Object],Twitter more conversational (less promotive),[object Object],Own fully-fledged blog (typepad),[object Object],YouTube + Flickr,[object Object]

Ben & Jerry’s,[object Object],UK, less prominent,[object Object],US/International, slightly more prominent,[object Object]

Ben & Jerry’s social networks,[object Object],Separate International/American and UK sites ,[object Object],Similar to Innocent - Generally positive facebook posts; Less promotive, more conversational on Twitter;,[object Object]

By the numbers...,[object Object],US,[object Object],US,[object Object],UK,[object Object],UK,[object Object],What does this say? ,[object Object],Demographical differences?,[object Object]

The Local,[object Object],Over 9,000 facebook fans,[object Object],Over 2,700 Twitter followers,[object Object]

How to Market Locally,[object Object]

Twitter,[object Object],Find local Twitter users:,[object Object],There are a few companies who use Twitter APIs to provide real-time feeds. ,[object Object],One of the best is Twitterfall:,[object Object], (www.twitterfall.com),[object Object]

Facebook,[object Object],Facebook Advertising,[object Object],Shows exactly how many registered users your query is applicable to,[object Object]

Linked In,[object Object],Linked In Targeted Advertising,[object Object]

How to measure success? ,[object Object]

Intent,[object Object],What do you actually want to achieve?,[object Object],[object Object]

Generate buzz around your product

Get the attention of your target market

Do some research/gain feedback

Create an ongoing community of fans

More on Metrics and KPI,[object Object],Site metrics, Advertising metrics (e.g. Google and Facebook),[object Object],KPI examples,[object Object],Site - Unique visitors, No. of Impressions, etc.,[object Object],Twitter - No. of followers, mentions, RTs, etc. http://www.backtype.com/,[object Object],Facebook - Advertising analytics + Fan Page No. of wall posts, discussions, views, etc.,[object Object]

Social networking

Social networking

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