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Social Media
1. Social media for business
How to engage with the people formerly
known as the audience
2. What we will cover
• What is ‘social media’?
• Is your business ready?
• Choosing your outlets
• How can you integrate social media for business benefit?
• In Conclusion
4. What is social media?
Information Content
Sharing
Social Media
Networking
Life Streaming
Passion Tribes
5. What is social media?
• Blogs
• Social networking
• Wikis
• Social bookmarking
• Communities
• http://www.youtube.com/user/leelefever
6. Blogs
• “Blogs.. simply the most explosive outbreak in the information
world since the Internet itself.” Business Week
• Online journal
• Little and often
• Focus on your specialisms
• Publish on your website, or on hosted blogsite
• Tag with keywords
• Scatter with topical links
• Comment – your view is valuable – conversations are happening
without you
7. Blog: your voice potentially reaches a huge audience
Within 1 hr of the London bombings,
there were more than 1300 blog posts
on the event – prompting the BBC to
admit
“ We don’t own the news any more”
- Richard Sambrook, Director, BBC World Service and
Global News Division. October 2005.
“Death by Blog”: Kryptonite lock story
posted on Sept. 12th , 2004. Backed up
– first
by a video on Sept. 13th. Picked up by
bloggers. Ten days later, an article in the
New York Times.
Source:
• http://www.wired.com/culture/lifestyle/news/2004/09/64987
• http://www.poynter.org/column.asp?id=45&aid=90065
8.
9. Social networking
• “Why should you care? Because power is shifting from
institutions to communities, your company is at risk”.
Forrester
• Profiles
• Comments/status updates
• Trusted networks
• Special interest groups
• Current interest groups
• Highly targeted marketing platform
13. Wikis
• “The simplest online database that could possibly work.”
Ward Cunningham
• Indexed collection of articles that can be edited by any
registered user
• Organic development
• Public/private
• Knowledge management
• Knowledge capture
14.
15. Social bookmarking
• Organically Organised
• Reliant on ‘tagging’ – tags create the index.
• No formal structure.
• Harnesses collective intelligence (“wisdom of crowds”)
• Users are motivated to participate because their
contributions are rewarded
• Opportunity for virtuous circle of publicity
• The service provided by the software gets better as more
people use it
16.
17.
18. Communities
• Discussion forums
• Focused special interest groups
• Administered by enthusiasts
• Anyone anywhere can contribute and share knowledge
• Get answers to specialist queries
19. Are you ready?
• Take simple steps now
• Search on Google for your business name
• Explore any online references and reviews you find
• Watch for a while to assess the audience
• Review how your audience is composed
• Check if they are who you think they are
• Don’t discount potential new audiences
• Go where they go
20. Engagement principles
• The aim is to get others talking about you
• Keep good ethics and transparency
• Give up control of the message
• Participate in a community
• Provide valuable or entertaining content
• Dedicate resources
• Don’t Hard Sell
21. How do I decide what to do?
• Choose where to engage carefully
• Be conservative in your approach
• Where can you contribute most?
• Where are your audience?
• What do you have the time and resources to do well?
22. Some steps to benefit your business
• Listen and react to what people are saying
• Start blogging IF you can make time (blogger.com)
• Post news and offers to feeds: RSS and Twitter (twitter.com)
• Install Google Analytics on your website (google.com)
• Depending on your audience and business:
• Create a business Facebook page (facebook.com)
• Create a profile on SAGA! (sagazone.co.uk)
• Pay special attention to security
23. Conclusions
• Invest time in understanding the people formerly known as
your audience
• Engage in the ways most suited to your audience and
business
• If you do nothing else watch and take note!