How social media is changing business
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Presentation to the Niagara Association of Realtors Oct 7, 2010.
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How social media is changing business
- 7. What We’ll be covering What is social media. Who’s using it. Where are they online. How are people using social media. What it all means for business.
- 8. It is a revolution The internet and World Wide Web were the biggest revolution since the industrial revolution. Social media has revolutionized communications in less than a decade.
- 9. The Social Media Revolution
- 10. Worth repeating Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)… Facebook added over 200 million users in less than a year and now has more than 500 million iPhone applications hit 1 billion in 9 months. Source: www.socialnomics.com
- 11. What is social media Wikipedia says: Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.
- 12. Social media enables people to share opinions, insights and experiences on the web using tools to connect, interact and maintain and develop relationships. What is social media
- 13. What is social media I want to connect with people to share my knowledge and experiences.
- 14. What it isn’t It isn’t telling people what to do, what they should think about you, what to buy. Outbound marketing is out. Inbound marketing is in.
- 15. We are social Social media thrives because we are social beings, that we want to be included and we want to know that our opinions are valued.
- 16. We are social People share with their friends and family. They make new friends based on shared interests and values. They share insights and opinions.
- 17. People like to share
- 18. and they expect you to LISTEN.
- 19. Don’t wonder if they’re talking about. Know that they are. Smart businesses are using social media to ask what their customers want and then giving it to them. It’s a global focus group.
- 21. YOU are the best advocate, salesperson and champion of your business or organization.
- 22. Here’s how it used to be
- 23. Here’s how it is today
- 24. Who’s using it.
- 26. 54% of users have income over $50,000.
- 27. 77% have at least some college education.
- 28. 52% are between 35 - 64. Source: www.google.com/adplanner
- 30. 145 million users Worldwide.
- 32. 81% between the age of 35-64.Source: www.google.com/adplanner Source Marketing Profs Research Spotlight Twitter 2010
- 33. 220 million Canadians went to YouTube in July. 1.8 billion in the U.S. 50% watching videos on YouTube are 35 – 64. 50% have an income more than $50,000.
- 34. What does it mean for your Business? Social media users not only have Influence they have buying power. If you’re not there, you’re missing out.
- 35. What kind of users are there? Watching Sharing Commenting Producing Advocates/Brand Ambassadors
- 36. Watching – visit, listen, read, watch
- 37. Sharing – update status, forward links
- 38. Commenting – rate products, ‘like’, retweet, comment
- 39. Producer – blogs, videos, creates content
- 40. Advocate/Brand Ambassador – answer questions, defend your brand, love your products as much as you do
- 41. How many are doing what? 1% - Advocates/Brand Ambassadors 9% - Producers 90% - Watching, Sharing, Commenting
- 42. How do people use it Self-expression Discover Control Connection Entertainment
- 54. pss22
- 56. Who’s using social media Why they’re using it How they’re using it
- 58. Customer Service Listen and respond to conversations before problems escalate and or to activate "advocates."
- 64. Adult Home of "Lincoln's Little Correspndent”
- 68. Mobile is the future 1 in 4 Americans have a smart phone.
- 70. So what about Mobile? In January 2010 - 30% of smartphone users accessed social networks via mobile browsers — this was up from 22.5% in 2009. Total social networking access via mobile browsers on all mobile phones rose to 11.1% — this was up from 6.5% in 2009. Twitter usage via mobile browsers was up 347% while Facebook mobile browser usage was up 112%. Mobile phones are used as social connectors - 91% of mobile users go online to socialize. People are using their mobile phones "at the moment" to connect with others.
- 71. Social media are the tools. Real time is the mindset.
- 72. What you need to succeed Be willing share knowledge Work in real time Listen to your customers Be accessible Be passionate about what you do
- 73. Under pressure The economy is still uncertain. More and more people are opting to sell privately. Increased pressure to change MLS regulations.
- 74. You are an expert in your neighbourhood. Show it off!
- 75. Relevant content is critical Turn information into relevant content.
- 80. Tell a story Turn knowledge into passion.
- 81. Use you connections Draw on the expertise of people you work with. Use guest bloggers. Take a video of a home inspection.
- 82. Share
- 83. Give people a reason to hire you!
- 84. Janice Arnoldi janice@arnoldimcpherson.com twitter.com/janicearnoldi ca.linkedin.com/in/janicearnoldi
Hinweis der Redaktion
- None of this would have happened without Facebook, Twitter and Linked In
- Here’s the effect on us
- I bet that doesn’t help you at all.
- Companies can’t just produce tv and print ads and tell people why their product is great and expect them to believe them and buy it’s like a global focus group.
- On facebook, my space, sharing photoThey find people who share their interests. Again maybe on facebook or an online community
- Tara Hunt in her great book the Whoofie Factor says we have to turn the bullhorn around.You have to establish trust by listening and responding.Social media has changed what your customers expect when connecting with you online. Customers expect you to be available to answer questions, take complaints, to LISTEN. And they’ll be loyal to the ones that are.
- Remember YOU are the best advocate, salesperson and champion of your business or organization. The second best advocate is a happy, enthusiastic, passionate customer, supporter or member.
- It used to be that you put out a tv ad or newspaper ad and told people how good your product is and why they should buy it. In, fact you told them to buy it.Now it’s about connecting and talking and listening and establishing trust.
- Traditional media – newspapers, tv, radio push information at us – whether it’s through the shows we watch and listent to the articles we read or through adverstising. It was all one way with no chance to respond, unless you wrote a letter to the editor and hoped it got printed.
- Canada has sixth largestFacebook with 60% of population 17,050,280Two years ago only 25% of 30-49 years olds were using social networking sites. In May it was 61%The number of Seniors 65 and older doubled from april 2009 to may 2010 to 26%47% of people in the 40-64 group….again almost double in a year.
- You’re probably seeing a pattern here.
- Go to the next slide
- Watchers – they hang out on their facebook page and watch what friends are doing or they follow brands but they don’t comment a lot.
- Sharers – they share photos, and videos or interesting links they find.
- Commenters – they see information, form opinions and comment on them. I’m sure you have friends who are active commenters on your facebook page for instance
- .Producers – These are blog writers, they shoot and upload videos and photos or maybe they tweet alot.
- Advocates/Brand Ambassadors – they’re out talking about your brand in a positive ways. They may answer a question on twitter or facebook for you. They may upload a how-to video on using your product.
- Read and go to next slide
- Self – expression – they have a passion or something to say
- DiscoveryI wanted to follow the world equestrian games and I wasn’t going to get any tv coverage here and because of tv blackout rules I couldn’t pick up any of the free feeds from the US so I followed on my twitter account.From Goonrgrrl I found a site that was doing a text run down movement by movement of the grand prix dressage.
- Twitter can be like headlines. I find what the thought leaders and influencers in social media are talking about.....NEXT
- And I go to read the full information
- Control - Despite all the criticism of facebook, this is where you have control over who you share with, how much of what you share can be seen by everyone, friends of friends etc. You can see that I only want to share with friends and family,
- But I’ve also chosen certain companies I want to hear from.
- Connection – LinkedIn is a perfect example of a social networking site who’s focus is on connecting.When I searched for a local photographer on LinkedIn I got this list. Because this is a small area I have some connection with a bunchof them but I have 6 connections with Bryan Caporicci.
- I can click and see which of my connections we share
- Entertainment- This is a YouTube channel started by PS22 in New York. The music teacher videod his chorus and it went viral. The kids were invited to perform on talk shows and I think even the president.
- This is a t-mobile video shot in Liverpool station. It’s choreographed with dancers but was a complete surprise to commuters. It had millions of viewsIt resulted in flash mobs around the world
- DavidMeerman Scott who wrote the book Marketing Lessons from the Grateful Dead. What every business can learn from the most iconic band in history sums it up this way.Social media are the toolsReal time is the mindset
- Here’s an example of using Twitter for customer relations.You can see that they are answering questions from customers.There’s a great story about a women who had just graduated from medical school and was flying with Virgin America to England for a holiday. She tweeted from the plane. Virgin was monitoring it’s account and tweeted out that anyone on the flight should by her a drink. The story was being told at a conference and someone from the audience tweeted that they were on that flight.
- SalesFour Hamilton, Ontario moms started Mabel's Labels 7 years ago when they got tired of their children losing their belongings or getting them mixed up with those of their friends.It now has multi million dollar sales and a whole bunch of kids of hollywood stars are spporting their labelsThey have 13, 589 Facebook fans and 8000 followers on Twitter and a Klout score of 45 which means they are very influential.You can now buy right from the facebook page
- @cremebruleecarthas a street cart that sells crème brulee that travels around San Francisco and the only way to know where he’s going to be next is via his tweets
- EngagementCoca Cola – Fan Page – started not by Coke, but by 2 guys who loved Coke and now they work for Coke running the Fan page.
- National Preservation Trust – This Place Matters - http://www.flickr.com/groups/thisplacematters/Why do we consider this example a success? The goal of ‘This Place Matters’ campaign by the National Trust was to get people thinking about the places in their community that matter. “Start conversations about the past, the future, and how people can work together to define what really matters.”
- How did it work? Visitors to the site were asked to download the ‘This Place Matters’ sign, take a picture of you, the sign and your place and upload it to the ‘This Place Matters’ Flickr account. There are currently over 2,500 photos that have been uploaded. The Flickr account is just one way to connect and be a part of the campaign. There is the blog, a Facebook Fan page, a Google map that marks all the places that matter and a new YouTube channel with people talking about why their place matters.One thing to add is that during the first few months of the campaign, visitors to the site wanted to have signs in their native language. So the Trust created signs in Spanish, French, Dutch, Japanese and a blank one to add your own.
- ParticipationChickfila has huge participation numbers by asking simple questions like how hot do you like the sauce on your chicken burger.
- AttentionThe old spice guy. This campaign went on
- TrustToyota used a bunch of social media channels, including their facebook page and a page where the aggregated all their content good and bad where people could go and get answers.There were lots of people out there who still loved their Toyota and the company took advantage of that and let them be brand ambassadors
- Geo location is the identification of the real-world geographic location of an Internet-connected computer, mobile device, website visitor or other. What? Geo location takes advantage of your mobile phone or computer’s GPS – current location. In the case of something like a Google search, the results you get from a search are based on your current location. Why is this important? If I’m downtown searching for a restaurant, the results I get will first list the restaurants closest to me. In very simple terms Foursquare and Gowalla let you tell your friends where you are via your mobile phone. But that is only the start. Using your phone and the phone app, you can “checking in” at locations, earning badges, mayorships, items and points. It is part game and part marketing tool. They are fun way to explore your city. Users can also add tips to locations, letting others know what to order or what’s on sale. With Gowalla you can add photos to your checkins and both businesses and individuals can create tours. With Foursquare Tips you can provide visitors to locations additional information about that location as well as letting people know what other businesses close by are offering. The other aspect to both Gowalla and Foursquare is that it can be used as a customer reward system. Instead of having loyalty cards, provide rewards for regulars, who check in to your business or provide the mayor a free drink or a discount. A pizzeria near Ottawa offers a free slice and drink on your 10thcheckin and on your 20th you get a free large pizza with one topping.
- DavidMeerman Scott who wrote the book Marketing Lessons from the Grateful Dead. What every business can learn from the most iconic band in history sums it up this way.Social media are the toolsReal time is the mindset
- You already do all these things. Youhave so much knowledge about how to evaluate a house, how to identify problems, you know about prices, you know about financing costs.Next slide
- content
- Great information but it’s a word doc. I have to download it to read it. It should be a blog post
- This is a screen shot from this morning. Look at the date the stat was posted.
- Here’s an idea. This California company gives away prizes to attract people to their facebook page. They mix give aways with real estate news
- They use their website/blog to showcase their listings and give the value added information
- People want to know that you are passionate about what you do.