leveraging on social media 247
Post on 20-Aug-2015
1.382 Views
Preview:
TRANSCRIPT
Leveraging on
Social Media 247
Andrew Chow (Ideasandrew)
Founded
Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
Education
Thames Valley University, UK
Business Awards
STB Business Award – Most Innovative Marketing Initiative award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Spirit of Service 2012
Certification
NLP Practitioner
Certified Life Coach
Forte
PR Strategic Counsel, Implementation & Monitoring
Social Networking / Social Media Strategy
Brand Management Consultancy
Personal Branding
Professional Affiliation
Asia Professional Speakers – Singapore (APSS)
Approved NCSS Training Provider
WDA ACTA-certified
Social Networking
Facebook - http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
More than 270 interviews/feature in 7 years from local and international media
Andrew Chow (Ideasandrew)
Course Learning Objectives
Explore opportunities on Social Media in new internet
age
Evaluate different key platforms of social media
Create financial-related content for sharing on social
media
Manage conversation according to guidelines and
governance
Grow the social media community and brand
ambassadors
Course Outline
Social Media Landscape of 2013
Social Media Platforms for Marketing
Content is King
Conversation is Queen
Community is Everyone Else
How to execute a comprehensive
Social Media Strategy?
Differentiate the Internet with New Internet
Embracing Social Media Lifestyle
1. Social Media Landscape
in 2013
Differentiate the old
Internet from New Internet
Social Media Overview
Google : Search
(You look for information)
Social Media : Share
(Information look for you)
Social Media Overview
Social Media
=
New Internet
=
Live Communication
Social Media Overview
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Becomes an industry leader – not a follower
Social Media Overview
Old Internet New Internet (Social Media age)
Broadcasting Listening
Business Brand
Campaign Conversation
Comment about others Commend on others
Company-focused Community-focused
Competition Collaboration
Designated time for internet 24 hours / 7 days / 52 weeks
Desktop only Multi-platform
Emails Private Networks
Instruct others Inspire others
It’s about the media It’s about being “social”
Mass Niche
Monitor Measure
Need to log on Always on
Phone call Viber
Posting Listening and Learning
Search Sharing
SMS Whatsapp
Wait for news update Everyone is a media owner
Criteria Mass Media Social Media
Power Pitching
Spinning
Reporting
Interviewing
Engaging
Conversation
Sharing
Discussion
Influence Press conference
Campaign
Authority
Advertising
Social networking
Collaboration/Feedback
Authenticity
Advocate
Reach News
Circulation
Database
Crisis management
User-generated content
Viral
Network
Brand building
Embracing the
Social Media lifestyle
Social Media Overview
Embracing the social media lifestyle
Be Yourself. Who you are in real life is who you are on
social media
Be Adventurous. Try everything you possibly can. Adopt
those you are comfortable with.
Be Social. Making more new friends online before
meeting them offline
Be Honest. No one knows everything. Everyone makes
mistake. Transparency is the best policy on social media.
Be Current. Mass Media reports. Social Media reveals.
The real news is on social media.
2. Social Media Platforms
for Marketing
FaceBook – The King of Social Networking
LinkedIn – The network of connection, recommendation and sharing
Twitter – The Brand Directory of Social Media
Youtube – The Social Coffee shop for Social Commercial
Flickr – The Open Album
Podcast : Personal On-demand Broadcast
Slideshare – The platform to share your knowledge, Sell your expertise
Blog – The corporate dairy every company needs
o Fastest growing social network in emerging
countries (China, India, Brazil) (1100 million members)
o Powerful tools to engage and understand
your audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls
Social Media Platforms
o Your brand’s homepage on Facebook.
o Allow you to post photos, videos,
events and other messages.
o Users interact with you by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page updates in their
newsfeed
Social Media Platforms
o Contains profiles of Fortune 500 executives
and leading entrepreneurs
o average individual salary on LinkedIn is
$109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional recommendations
o Find jobs
o Forums to demonstrate expertise and find
answers
Social Media Platforms
o Microblogs are blogs limited to a
sentence or two (about 140 characters)
o People use microblogging to promote
themselves, share content and follow
friends, celebrities and brands
o Companies use it for marketing, public
relations and customer service by giving
their brand a voice within the
community
Social Media Platforms
o share timely information
o promote useful content including resources,
contests, deals, etc.
(not just your own)
o personify your brand
o connect with your customers and develop
leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from experts in your field
Social Media Platforms
o Video sharing sites let you
upload videos and share them
with people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points,
commercials, how-to’s and a
behind-the-scene look at your
organization.
Social Media Platforms
o helps you gain exposure and direct
traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase your
leadership in a field, and spread
customer testimonials
Social Media Platforms
o A podcast is a series of audio or
video files which is distributed by
syndicated download to your
computer, for use on an MP3
player or computer.
o Podcasts can be simple recordings
of conversations,
presentations, or interviews
o They’re a chance to provide build
an audience around your brand
or message.
Social Media Platforms
o A file-sharing site is a series of presentation in PPT,
PDF, Word format which is distributed by syndicated
download to your computer, for use on a presentation
software.
o File-sharing can be simple notes of training, seminar,
conferences, and workshop.
o Excellent tools to share knowledge and thought
leadership
Social Media Platforms
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.
Social Media Platforms
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches and
events
o gain expert status by providing
useful tips
Social Media Platforms
Learning Activity 1
Information
Tools
Interviews
Record sound bytes
A good article
Pictures taken from mobile phones
Survey results/insights
Powerpoint presentations
E-book
Several gossips
Some rumours
A Map
The Latest book by your speaker
Video from professionals
A nice online video from a broadcaster
Namecards gathered at your exhibition
Old archived photographs
Past awards received
Marketing brochure
Tradeshow statistics
A good compliment from a visitor
A MOU signing ceremony
Networking session
Announcement to offer a promotional offer
An excel file with worksheets of templates
A report from the media which isn’t accurate
Your CEO keynote address
Your participant wins a free ticket to the conference
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
________________
3. Content is King
Original
Co-created
User-generated
Content
| Social Media |
Original
Content It is all about what YOU think about YOURSELF.
“What are some of the
original content of OCBC?”
| Social Media |
User-
Generated
Content It is all about what the PUBLIC think of YOU.
English Wikipedia
is ??? X bigger
than
Britannica
English Wikipedia
is 40 X bigger
than
Britannica
???? years to watch all videos
1500 years to watch all videos (2013 – 3513)
6,000,000,000
85% of people on earth
has a photo in Flickr
If FACEBOOK is a Country,
It will be the 3rd largest Country In the World
(after China & India)
1,100,000,000
What are the attributes of great
User-generated Content?
It makes us laugh, cry or think. (Emotional)
It gets to the point. (Clear and Concise)
It leaves us wanting more. (Engaging)
How do you create user-generated
content?
Creates a Mind Map. (When clear overview is important)
Offers Scenario ( when the “Why not?” mindset is needed)
Draws Predictions ( when the “What if?” feeling is needed)
Introduces Polls or Surveys.( when social consensus is
needed)
Generates Infographics. ( when a cheatsheet is needed)
Gives Motivation and Inspiration ( when inspiration is
needed)
Encourages Crowd-sourcing ( when ideas and contribution
are needed)
Other Ways of Creating
Content on Social Media
Curiosity
Content on Social Media
Content that reveals
SECRET
Motivation
Content on Social Media
Content that remind us that
Dreams can come true
Against All Odds
Content on Social Media
Content about
David beating Goliath
Small is Beautiful. Big is Advantage
Content on Social Media
Content that reminds us that
what we do matters
Affirmation
Content on Social Media
Contents that confirms our assumption
Sensationalism
Content on Social Media
Content that has unexpected twists
Feel Good Story
Content on Social Media
Content that tells us
a great story
New Discovery
Content on Social Media
Content that challenges
our assumption
Transformation
Content on Social Media
Content that
Inspires us to action
4. Conversation is Queen
Principles of Good
Conversation
Principles of Good Conversation
Be Social. Not just professional. Share more. Sell less.
Be Personable, but never Personal.
Be Transparent, yet discreet.
Be Respectful. Listen first. Speak later.
Be Authentic. Saying something is better than saying
nothing.
Be Fluid. Begins with a topic and end with another.
Focus on having fun, not just gathering fans.
Master Basic Etiquette and
Ethics.
Master Basic Etiquette and Ethics
Profile Picture
Adding friends/connections
Engagement level
Marketing and Promotion
Handling Comments
Developing your
Response Strategy Map
How to manage
1001 “What if”?
in any conversation?
Keep A Posting Schedule
Proposed Format for Posting Schedule
Calendar Topics Platforms Author/Poster
Daily Original Facebook Administrator
Weekly Co-created LinkedIn Director
Monthly Industry-focused Twitter Manager
Company-focused Blog Executive
Department-focused YouTube Others
Product-focused Pinterest
Event-focused Flickr
People-focused Others
Customer-focused
Others
Learning Activity 2
Share the pictures with your most interesting title
What’s Title?
How everyone see the
professional speakers?
5. Community is Everyone Else
Organic Community
Management. __________________________________
Staff. ________________________________________
Partners. _____________________________________
Vendors. _____________________________________
Principals. ____________________________________
Distributors. __________________________________
Sales Leads. ___________________________________
Others: ______________________________________
Extended Community Advocators
Affluent Market
Baby Boomers
Bloggers
Competitors
Detractors
Gen Z / Gen Y / Gen Z
Government
High Net-worth Individuals (HNWIs)
Influencers
Inner Circle
Leads
Mass Media
Men
Minorities
Other networks
Peers
Thought leaders
Under-privileged
Women
Youth
Community Growth
Technology
Facebook Connect
OpenID
Social Network (www.socialengine.net)
Mobile Web
Mass Invite (not Mass Broadcast)
Community Growth by
Participation
Community Growth by Participation
Join other groups/platforms
Create social events
Create contest with attractive prizes
Buy fans.
Source : ________________________________________
Target: _________________________________________
Price: ___________________________________________
Manage it! (www.eventbrite.com)
Update it! (www.slideshare.net)
Quiz It ! (www.proprofs.com)
Answer It! (www.quora.com)
Are you Pinterested?
(www.pinterest.com)
Lead generation! – QR Code
Go Live! – www.ustream.com
Who’s Talking? –
www.socialmention.com
Share Locations! –
www.foursquare.com
Make it Official! –
www.wikipedia.com
Moment of Truth –
www.feedbackfarm.com
Memory Lane – www.animoto.com
Submit the Story! – www.mashable.com
Follow up Meeting – www.meetup.com
Write a book! – www.smashwords.com
Summary:
1. Social Media Landscape
2. Social Media Platforms for Marketing
3. Content is King
4. Conversation is Queen
5. Community is Everyone else
Social Customer Service
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share
o Find where your audience is participating
and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your
competition
o Find tools that can help you listen
o Tap into the wisdom of the crowd to access a wider talent pool
and gain customer insight
o Companies that use crowd sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest screw-
up's rise to the top 10 of a Google search
o Admit your mistakes right away
Share your content
Don’t be afraid to share. Corporations, like people,
need to share information to get the value out of social
media
Make your content easy to share
Incorporate tools that promote sharing:
Share This, RSS feeds, Email a friend
Be personable and act like a person
Don't shout. Don't broadcast. Don’t
brag.
Speak like yourself – not a corporate
marketing shill or press secretary
Personify your brand – give people
something they can relate to.
Contribute in a meaningful way
Social Customer Service
See criticism as an opportunity
Don’t try to delete or remove
criticism (it will just make it worse)
Listen to your detractors
Admit your shortcomings
Work openly towards an
explanation and legitimate solution
Be proactive
Don’t wait until you have a
campaign to launch - start
planning and listening now
Build relationships so they’re
ready when you need them
Accept you can’t do it all yourself
You need buy in from everyone in
the organization
Convince your CEO that social
media is relevant to your organization
Get your communications team
together, discuss the options, then
divide and conquer
Coordinate comments internally
Tweet & Retweet, @mention, etc
Experiment with more Social Media
Summary
1. Experiment with social media
2. Listen
3. Be transparent & honest
4. Share your content
5. Be personable and act like a person
6. Contribute in a meaningful way
7. See criticism as an opportunity
8. Be proactive
9. Accept you can’t do it all yourself
10. Develop other Advocates within your network
11. Experiment with more Social Media
Group Exercise:
What are the reasons most companies
do not have active social media
presence?
6. Executing a Comprehensive
Social Media Strategy
Social Media Strategy Map
1. Target Audience
2. Objective
3. Content
4. Platform
5. Conversation
6. Collaboration/Integration
7. Readiness Assessment
8. Culture Change
9. Technology Trend (Capacity, Tools & Tactics)
10. Measurement
1. Target Audience
Who do you want to reach with your
new media efforts to meet your
objective?
What does your target audience know
or believe about your organization?
What key points do you want to make
with your audience?
What new media tools are they
currently using?
2. Objective
What do you want to do?
Marketing
Public Relations
Customer Service
Monitoring
Research
Branding
New business
New Customers
S.M.A.R.T
Specific
Measurable
Attainable
Realistic
Time-based
3. Content
4. Platforms
5. Conversation Starter
6. Integration
How will your new media strategy support and enhance
your existing Internet strategy (if you have one)?
Website
SEO
Google Analytics
CRM
Lead/Prospect
7. Social Media Readiness Assessment
Senior Management Support
interested in leveraging Social Media as a new marketing channel
understands that Social Media is a long term priority
prepared to contribute to social media content development
interested in taking the feedback from customer views and other data to make changes in the organization
willing to provide the resources necessary in order to get the social media program off the ground
Social Media Knowledge
which social media channels are available and which are the best fit for our organization
solid understanding of how our employees and executives are currently using Social Media
read industry-based reports and benchmarking studies on Social Media
attended conferences and networked with colleagues to gain a better understanding of how they plan on implementation
joined Social Media peer groups to learn more about how we can leverage Social Media
subscribe to Mashable or other Social Media educational sites
Customer Engagement
Dedicated online community groups exist for our
customer
a company profile on Social Media networking sites such
as LinkedIn, Facebook, etc.
Our subscriber list is growing among the various forms of
Social Media currently being used
regularly contribute to online discussions
know if our audiences tone is positive, neutral, or
negative on 3rd party sites
Our audience (customers, prospects, etc) regularly make
comments on our postings
Competitive Insight
audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with Social Media
regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.)
monitor competitive social media changes and updates daily
provide competitive positioning information to our product management group
joined our competitors online community and networking groups
Staff & Resources
defined roles and responsibilities for people in our organization who are involved with Social Media
dedicated internal point person to manage our Social Media program
consulted with Social Media experts to ensure our programs success
an industry thought leader who contributes to our blog postings
consulted with our IT department to get their input on technology selections
developed and provided a training program to employees and contractors
Plan & Channel
created and presented a social media channel map which
highlights how we will use Social Media
a defined strategy with clear objectives, targets, initiatives
and measures
analyzed and prioritized our Social Media channel options
and have consensus on which opportunities pursue first
evaluated and selected technology solutions for
implementing our Social Media program
developed a project plan with timelines, deliverables and
milestones
communicated our Social Media plan to our employees
Process Documentation
incorporated and integrated Social Media into our normal
marketing mix
developed a calendar for selecting topics and organizing
Social Media communications
defined the frequency for updating our Social Media
channels
regularly scheduled meeting to discuss our Social Media
program
Governance & Measurement
a policy to govern the use of Social Media with our
employees, contractors, prospects and customers
a dashboard to report on our top Social Media metrics
communicate the results of our Social Media program to
Senior Management on a regular basis
documented the Terms of Use and Privacy Policy for the
Social Media applications that we provide
8. Culture Change
How will you get your organization to embrace
your new media strategy? (Training?)
Can you think of any internal champions
(CEO?) to drive it forward?
How will you address any fears or concerns?
(who decides what info to be on Social Media?)
What is the rate of change your company can
tolerate?
9. Technology Trend vs Capacity
Who will implement your organization’s
new media strategy? (not just IT or
Marketing)
How much time do you allocate per week
to your strategy?
Do you need any outside expertise to help
implement your strategy?
Will your content updates depend on any
other resource or person?
10. Measurement
Reach
Website visits / views
volume of reviews and comments
Incoming links
Action & Insight
Sales inquiries
New business
Customer satisfaction and loyalty
Marketing efficiency
Engagement & Influence
Sentiment of reviews
and comments
Brand affinity
Commenter
authority/influence
Time spent
Favourites / Friends / Fans
Viral forwards
Number of downloads
Social Media Knowledge Base
What’s Next?
Mashable – www.mashable.com
www.socialmediaexaminer.com
www.socialmediatoday.com
www.socialmediab2b.com
• Questions & Answers
• Key Takeaways for Myself?
• What will I start doing tomorrow?
• Group Project!
Thank you !
Others Platforms
& Monitoring
Article Submission and Crowd Sourcing Tools
Social Media Monitoring
Social Media Aggregation
Social Media Measurement
Social Media Community Growth Tools
Social Media Knowledge Base
top related