Topics & Agenda

Intro The Nature & Role of Social in the Digital Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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Topics & Agenda

1

Intro The Nature & Role of Social Media in the Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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The Key Challenge for all Business / Marketers

How do we create an excuse or a reason for us to have
conversations and interactions with people on social media
sites?
Product attributes, pricing, press releases and company info is
not going to sufficiently engage people.

The conversation will often need to be about topics linked

directly and indirectly to my product that are of interest to the
user well often need to

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Consider
No Media Cost but not free. The investment is
about our time, energy, passion and overall effort
involved in pursuing conversations with customers
online.
Never underestimate the Opportunity Cost of
social.

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Driven By a Passion for Technology and Human

Interaction not by a desire to make money!

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your website is not your web presence

VOICE

SHADOW

(Your Web Site)

(What Everyone
else says about you)

FOOTPRINT
(Ads, Social, Email,
Your other online activities)

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Source: Gareth Dunlop, ION

The Role & Potential Uses of Social

Our Options & The Direction To Take?
Do nothing. Deemed of low importance.
Approach Social as an advertising platform.
Social as a sales tool to win new customers.

Social as a CRM tool to serve & retain existing

customers.
Seek to Create & Manage an online community.
Use to Monitor your brand temperature.
Building applications to make it all work.

Before we act we must Listen

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If you do decide to engage

Consider some dos and donts

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Some Dos...

Some Donts.

Questions?

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Topics & Agenda

1

Intro A Definition of Social. The Role of Social in the Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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Average Usage

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Average Usage

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Why People Use Facebook And Who Uses it?

1. To interact with friends
2. To share photos

3. To Gossip / out of curiosity

4. Staying in touch with trends / buzz
5. To follow brands / companies
14 17 year olds - 18%

18 34 year olds 45%

35 44 year olds 20%
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55% Female Bias

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Getting Started.

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Page Set Up Beyond the Basics

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Facebook Places & Deals

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Some Rules to consider

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The Need to Act but also to be Careful

http://www.facebook.com/pages/Kwik-Fit-the-worst-corporate-reputation-in-the-UK/335225647428

Getting it Wrong Nestle

Getting it Right Weight Watchers

http://www.facebook.com/home.php?#!/weightwatchers

Getting it Right Starbucks

Some Interesting Examples...

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Questions?

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Topics & Agenda

1

Intro A Definition of Social. The Role of Social in the Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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Tell the world whats happening in 140 characters or less!

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You Dont Have to Tweet to use Twitter

Just as you dont need to have a website to use the internet
you dont need to tweet to use Twitter. Some people simply
prefer to follow, watch and listen rather then contributing
heavily.

We see two common types of Twitter users:

1. Contributors / Drivers
2. Followers / Consumers of information

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Twitter as an Information Network

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Why People Use Twitter And Who Uses it?

1. To follow celebrities
2. To interact with friends

3. To follow brands / companies

4. To see what the buzz is
5. To show off!
14 17 year olds - 15%

18 34 year olds 50%

35 44 year olds 25%
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52% Male Bias

Our Interest As Marketers?

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A Desirable Target Audience

We are reaching people who are Social Sparks key influencers of
wider groups of people around them.

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How do Businesses / Marketers Use Twitter?

1. Indirectly - To demonstrate their knowledge,
expertise and credentials by contributing content
and observations to industry groups.
2. Directly To distribute sales offers, special
promotions and specific product / service focused
announcements etc.
3. To Observe To build a better understanding of the
needs / nature of their target audience customers
and of their competitors.
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Establishing Credibility & Market Leadership Tips

1

2
3

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Tweeting Tips for Business

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www.business.twitter.com

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Follow: @twitterbusiness

Promoted Tweets at Beta stage at present

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Growing Your Twitter Following?

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Some Good Examples.

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Questions?

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Topics & Agenda

1

Intro A Definition of Social. The Role of Social in the Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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Why People Use LinkedIn And Who Uses it?

1. To network / connect with other professionals
2. Business Development / sales leads
3. Career / Jobs
4. To Demonstrate Market Knowledge

25 34 year olds - 50%

35 44 year olds 25%
45 60 year old 12%
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55% Male Bias

LinkedIn for us as Individuals

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LinkedIn for us as an Organisation

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Group Discussion:
- How are we currently using LinkedIn?
- What are the relevant uses / benefits for us?

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Questions?

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Topics & Agenda

1

Intro A Definition of Social. The Role of Social in the Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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Blogging & Forums

As a Social Engagement Tool

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Blog Content Working with other platforms

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http://worldwidecyclesblog.com

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Right for your business?

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Topics & Agenda

1

Intro The Role of Social in the Mix.

Facebook How people use it, getting started & best practice

Twitter How people use it, getting started & best practice

LinkedIn How people use it, getting started & best practice

Blogging & Forums How they complement Social Media

Summary

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You Tell Me What Does Social Mean To You and how

do you think it is best used as Marketing Tool?

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Questions / Discuss?

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