ispal step into social media oct 21st

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Slide 1

Sue Anstiss

October 2010

Step into Social Media

2007 PMP. All rights reserved.

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Quick bit about you...

Your experience of social media?

What youd like from today?

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First newspaper published

Computer

1970

1752

1916

1930s

2010

TV

Radio

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Thanks

Well Katie has talked about how you get the most from communicating with staff and

members within the club and I am going to look at how you can make the most of the

tools now available to reach members when they are not in the club.

One of the things that operators have talked about for many years is trying to

extend clubs outside the physical walls of a club to create more of a community.

The incredible growth in social media in recent years means there are now incredible

opportunities for clubs to engage with their members on a regular basis creating

Valuable relationships that will ultimately create long term memberships.

With so many hundreds of social networking applications now available its

simply a matter of your choosing how you want to communicate with your

members.

In this part of the session I am going to explore how you might use Web 2.0

and the area of social networking to communicate with your members and

potential members.

Clearly, in the 30 minutes I have left it would not be possible to examine the

massive range of tools that exist, but what I plan to do is to highlight why you should be

using social networking if youre not already, give you some tips for getting started and

some golden rules to follow to ensure you get the most from this opportunity.

The old communication model was a monologue.

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To understand the context for social media you need to understand that there has been a big change in the way businesses market themselves.

Many of you may have just seen Seth Godins presentation.

He coined the phrase interruption marketing for the way in which in the past companies have tried to reach their customers by

interrupting what they are watching or listening to and blasting a

message at them.

The way in which companies will communicate with their customers in the coming years has completely changed.

Now longer will it be a matter of pushing information out to people. Its now a matter of pulling them to you.

And you do this by sharing information.

3000

The average person is exposed to

advertising messages/day

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Research shows that on average person is subject to some 3,000 essentially random pitches per day.

Two-thirds of people surveyed said they feel constantly bombarded by ads, and 59% said the ads they see have little or no relevance to them.

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The new communication modelis a dialogue.

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You share and create relationship and dialogue with your customers

what is social media?

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Is it this?

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Its actually this.

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Powered by this

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Social media...

People using tools(like blogs and video) & sites (like Facebook and Flickr)to share content and have conversations online.

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Social media is not a strategy or a tactic its simply a channel.

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Social media is a conversation online.

Look whos talking:

your customers

your employees

your investors

your critics

your fans

your competition....

anyone who has internet access and an opinion.

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How can Social Media be used?

Generating sales leads

Product development

Customer support

Internal knowledge

Market & customer feedback

Rapid sharing

Executive leadership & visibility

Branding

Its not just marketing

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Whyshould we care

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Listen find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.)

* Determine where your customers participate, listen, read, and speak with them on their terms

* Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating

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BECAUSE 2/3 OF THE GLOBAL INTERNETPOPULATION VISIT SOCIAL NETWORKS

Nielsen, Global Faces & Networked Places, 2009

Photo by sinulog 2006 at Flickr

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BECAUSE VISITING SOCIAL SITES IS NOW THE 4th MOST POPULAR ONLINE ACTIVITY AHEAD OF PERSONAL EMAILNielsen, Global Faces & Networked Places, 2009

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butdoes Social Media work?

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Social media influences behaviour

91% say consumer reviews are their top aid to buying decisions

87% trust a friends recommendation over critics review

People are 3 times more likely to trust peer opinions over advertising for purchasing decisions

* Slide courtesy of Digital Influence Group

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Selectives

Mavens

Butterflies

Wallflowers

Engagement dbase July 2009 Top100 Brands

Wetpaint & Allimeter

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Engagement correlates with performance

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There are a whole range of tools available to clubs to help maximise this opportunity.

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There are a whole range of tools available to clubs to help maximise this opportunity.

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There are a whole range of tools available to clubs to help maximise this opportunity.

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There are a whole range of tools available to clubs to help maximise this opportunity.

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There are a whole range of tools available to clubs to help maximise this opportunity.

But how do we get started?

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10 Keysto Social Media success

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1. Experiment with social media

Experiment personally before professionally

Try a variety of social media tools

Be yourself, make some friends, and share

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2. Have a strategy

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Photo by Utne.com

HOPE IS NOT A STRATEGY.

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Make a plan

1. Discovery explore whats out there

2. Strategy opportunities & objectives

3. Skills identify internal resources & gaps

4. Execution tools & process

5. Maintenance monitor, measure & adapt

Source: 5 Phases of Social Media Marketing

http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

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3. Listen

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Listen find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.)

* Determine where your customers participate, listen, read, and speak with them on their terms

* Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating

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Find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.)

* Determine where your customers participate, listen, read, and speak with them on their terms

* Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating

3. Listen

Find where your audience is participating and indentify the influencers

Read industry blogs

Google your company name & your competition

Use free tools that can help you listen

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Powerful tools like Twitter Search mean you can simply

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Here are a couple of sites that demonstrate this clearly!

But just type in a few brand names to Twitter Raptor of Googleblogsearch and you will soon see what people are saying

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4. Be transparent & honest

Avoid puffery

Avoid evasion and lying

Admit your mistakes right away

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5. Give generously

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The key is to share a lot and when you think you have then share some more.

That might be on your site or on Facebook etc

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5. Share your content

Dont be afraid to share

Make your content easy to share

Think like a contributor & not a marketer

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Relinquish

control

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For

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