social media for business
DESCRIPTION
What is the state of art in Social Media for Business? This presentation shows case studies and gives some tips on how to use Social Media to make business... [University of Economy - Izmir - 02/12/2011]TRANSCRIPT
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SOCIAL MEDIA
FOR BUSINESS
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WHAT WE ARE GOING TO TALK
ABOUT?
MARKETS, CONVERSATION & SOCIAL MEDIAMARKETS, CONVERSATION & SOCIAL MEDIA
WHO IS DOING RIGHT?
HOW TO AND USEFUL TOOLS
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MARKETS ARE CONVERSATIONSMARKETS ARE CONVERSATIONS
Once upon a time in 1999…
Cluetrain Manifesto
Markets consist of
HUMAN HUMAN
BEINGSBEINGS, not
demographic sectors.
CONVERSATIONSCONVERSATIONSamong human beings
sound HUMANHUMANdemographic sectors.
sound HUMANHUMAN
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In 2004 has been stated the [r]evolution
Conversations are contents
And Users their producers
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THE SOCIAL MEDIA ERAHAS BEGUN
the AGORA Where HUMAN
BEINGS are having
CONVERSATIONS,sharing IDEAS, gathering
INFORMATIONS and creatingCONTENTS
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HOW PEOPLE ARE ENGAGING CONVERSATIONS ?
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SOCIAL MEDIA SOCIAL MEDIA MAIN FIGURESMAIN FIGURES
[JUST THE MOST KNOWN]
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800 million active users
350+ million mobile users
Average user has 130 friendsAverage user spends 700 min per month
30+ billion pieces of content per month30+ billion pieces of content per month
60+ million of status update each day
900+ million objects that people interact with
3+ million active Pages
1.5 Million are Local Business Pages
http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/
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106+ 106+ MillionMillion Active Users
200+ 200+ MillionMillion Tweets per day
460.000460.000 new accounts every day
37% of active 37% of active
25% 25% Follow a Brand
67% 67% ofof brandbrand followers purchase that specific brand
37% of active 37% of active users use their phone to tweet
http://www.marketinggum.com/twitter-statistics-2011-updated-stats/
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100+ million active users{72%} C Age 25 C 54
Most popular Users’ Industries :
{17%} hiCtech
{14%} finance{10%} manufacturing{10%} manufacturing
Most popular Users’ Job Functions:
{12%} Sales
{10%} Academics
{10%} Administrative
www.linkedin.com/ads
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{3 Billion} views per day
{48h} video uploaded every minute{48h} video uploaded every minute
{15 minutes per day} average spent by users
http://www.onlinemarketing-trends.com/2011/01/five-years-of-youtube-statistics-and.html
http://youtube-global.blogspot.com/2011/05/thanks-youtube-community-for-two-big.html
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And NOW What ?
Why Should
Business
use Social
Media?Media?
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REMEMBER?
MARKETS ARE CONVERSATIONSMARKETS ARE CONVERSATIONS
BUSINESSES ARE IN MARKETSBUSINESSES ARE IN MARKETS
BUSINESSES BUSINESSES BUSINESSES BUSINESSES ARE ALREADY IN ARE ALREADY IN CONVERSATIONSCONVERSATIONS
But…But…
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TheyThey don’t don’t knowknowOrOrOrOr
Don’t Don’t WantWant toto KnowKnow
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ManyMany BusinessesBusinessesare are usedusedtoto shoutshout outoutTheirTheir Product…Product…
Each person is exposed at
3.000Messages/day
OverloadingOverloading personspersonsWithWith advertising and advertising and MessagesMessages but…but…
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Only 14% trust advertisement
78% trust recommendation of other usersNielsen “Trust in Advertising” Report
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Conversation and dialogue drive consumer behaviors
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WHO IS USING SOCIAL MEDIA
AT THE BEST ?
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$ 3 Million of salesgenerated by Twitter(@DellOutlet]
$ 6.5 Million global reachof all accounts (ex. @DellBrasil,
@DellHomeSalesCa]
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ENGAGING CUSTOMER INTO BUSINESS
700k+
Followers
5,4M
Subscribers
4,8k+
Subscribers
My Starbuck Idea - SN
Ideas in Action - Blog
+50.000 PRODUCTS IDEA
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PROFITABLE SOCIAL MEDIAPROFITABLE SOCIAL MEDIALESSON LEARNTLESSON LEARNT
1. SOCIAL MEDIA CAN BOOST YOUR SALES
2. PEOPLE CAN HELP TO DEVELOP YOUR BUSINESS
3. YOUR BUSINESS IS A PART OF THE CONVERSATION, NOT THE OWNER
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USING CROWDSOURCING TO SUPPORT BRANDS’ DEVELOPMENT
BRANDGenerate
BRAND
90 K
MEMBER
Generate Brand Buzz
EngageCreatives
Pay Creatives
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SOCIAL MEDIA AS BUSINESS MODELSOCIAL MEDIA AS BUSINESS MODELLESSON LEARNTLESSON LEARNT
1. SOCIAL MEDIA IS THE PANDORA’S VASE OF IDEAS (BUT NOT FOR FREE)
2. ENGAGING PEOPLE TO SUPPORT YOUR BRAND AWARENESS
3. EVERYONE HAS SOMENTHING TO GIVE
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Vodafone Italia An integrated approach to create community, giving
customer service and improve brand awareness
1M+ Fans
Managing Phone
Customer Services
News
86K+ Followers
Staff 5 people
Customer Services
12h/6
6,8M+ Views
Video Tutorial
Short movies
Advertising
300K+ Members
Blogs
Wiki
Forum
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MANY SERVICES ARE ACCESSIBLE FROM THE SIDE BAR
1M+PEOPOLE “LIKE” THE PAGE
PEOPOLE “LIKE” THE PAGE
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FANS CAN CONTACT CUSTOMER CARE
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DO YOU NEED A NEW MOBILE? ASK TO YOUR FRIENDS
TRUST ADVERTISEMENTTRUST ADVERTISEMENT
FROM FRIENDS!!FROM FRIENDS!!
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@VodafonIT is a REAL TIME customer service on line 12h/6
Tweet to @Vodafone IT requiringcontact
They will reply asking a DM with yourname and mobile vodafone Number
They’ll contact You back
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User Generated Videos, Short BrandedMovies, Advertisement, Video Tutorialsbroadcasted on Facebook and Vodafone sites
66,,88 Million Views66,,88 Million Views
in 44 Years
Brand awareness – Engagement
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VodafoneLab is a community where people can interact sharing ideas, supporting each other and find information about products
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INTEGRATED COMMUNICATIONINTEGRATED COMMUNICATIONLESSON LEARNTLESSON LEARNT
1. DIFFERENT PLACES FOR DIFFERENT ACTIVITIES
2. SOCIAL MEDIA MUST BE INTEGRATED IN YOUR BUSINESS PROCESS
3. PEOPLE TRUST RECOMMENDATIONS OF FRIENDS
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PROMOTING A MICROSITEPROMOTING A MICROSITE
TWEET AND STATUS UPDATEDTWEET AND STATUS UPDATED
PAY PER CLICK ADVERTISINGPAY PER CLICK ADVERTISING
MESSAGEMESSAGE
BENEFIT FOR USER (WHITE PAPER, CONTENTS)BENEFIT FOR USER (WHITE PAPER, CONTENTS)
CALLCALLCCTOTOCCACTIONACTION
LINK TO THE MICROSITELINK TO THE MICROSITE
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PROMOTING A MICROSITEPROMOTING A MICROSITERESULTSRESULTS
25.000 25.000 PAGE HITS FROM 1818 SOCIAL MEDIA SOURCES
2,5 2,5 MINUTES AVERAGE SPENT ON THE WEBSITE
50% 50% REACHED THE REGISTRATION PAGE50% 50% REACHED THE REGISTRATION PAGE
300 300 LEADS GENERATED
80% 80% OF BUZZ AND NEUTRAL-TO-POSITIVE SENTIMENT COMPARED TO ITS COMPETITORS
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PROMOTING A MICROSITEPROMOTING A MICROSITELESSON LEARNTLESSON LEARNT
1. GUIDE YOUR VISITORS TO THE DESTINATION
2. MANY SOCIAL MEDIA GIVE POWERFUL PROFILATION TOOLS
3. SOCIAL MEDIA ADVERTISEMENT WORKS IF YOU GIVE BENEFITS
5. LINK DIRECTLY TO CONTENTS FROM ADVERTISEMENT
4. GIVE RELEVANT CONTENTS
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INDIPENDENT SCICFI MOVIE PRODUCTION
(FINLAND – GERMANY –CANADA – AUSTRALIA)
A FILM PRODUCED WITH A FILM PRODUCED WITH
THE “CROWD” PHILOSOPHY THE “CROWD” PHILOSOPHY
€€ 7,5M BUDGET7,5M BUDGET
THE “CROWD” PHILOSOPHY THE “CROWD” PHILOSOPHY
THROUGH SOCIAL MEDIATHROUGH SOCIAL MEDIA
Screenplay writing
Fund rising
Promotion
Audience Engagement
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CROWD SOURCING80,ooo user sharing ideas on Facebook Page and Twitter
CROWD INVESTING900.000 euros collected through donations
CROWD FUNDINGCROWD FUNDING300.000 euros collected by selling stuffs to fans through
the Website
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THE WEBSITE
Gives news and info about production
Offers free and payed merchandise
Allows to demand the move in your country
Gives access to the special contents reserved to people who support production through donation
Allows to make donation to the production
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FACEBOOK PAGE FOR CROWD SOURCING, NEWS SHARING, ENGAGEMENT
78,000 FANS78,000 FANS78,000 FANS78,000 FANS
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TWITTER TO GIVE NEWS AND ASK FOR SUGGESTIONS
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MAKE THE DIFFERENCE
MOVIE TEASERS AND TRAILERS+
9,000,000+ 9,000,000+ VIEWS
DIRECTOR’S DIARY+IRON SKY SIGNAL=
ENGAGEMENT, ENGAGEMENT, BRAND AWARENESS,BRAND AWARENESS,DONATIONDONATION
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CROWD PROJECTINGCROWD PROJECTINGLESSON LEARNTLESSON LEARNT
2. “DO UT DES” – GIVE ALWAYS RECIPROCAL BENEFITS
1. SOCIAL MEDIA CAN HELP FINANCING PROJECTS
3. CONVERSATION BOOSTS YOUR ACTIVITIES
4. ENGAGE YOUR AUDIENCE WITHIN YOUR BUSINESS
3. CONVERSATION BOOSTS YOUR ACTIVITIES
5. ENGAGEAUDIENCE TO IMPROVE YOUR BRAND AWARENESS
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So, How can I useSocial Media in My Business ?
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#1 HAVE A STRATEGY
DEFINE YOUR DEFINE YOUR BUSINESS GOALSBUSINESS GOALS
KNOW YOUR KNOW YOUR AUDIENCEAUDIENCE
DEFINE DEFINE WHAT YOU HAVE TO SAYWHAT YOU HAVE TO SAY
CHOOSE CHOOSE YOUR CHANNELSYOUR CHANNELS
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#2 BE HUMAN & POLITE
INTERACT WITH YOUR AUDIENCEINTERACT WITH YOUR AUDIENCE
ASK & ANSWER TO THEMASK & ANSWER TO THEM
BE CLEAR AND GENUINEBE CLEAR AND GENUINE
GIVE ALWAYS A MOTIVATION TO YOUR GIVE ALWAYS A MOTIVATION TO YOUR CHOICECHOICE
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#3 BE FLEXIBLE
MONITOR YOUR ACTIVITIES AND BE MONITOR YOUR ACTIVITIES AND BE MONITOR YOUR ACTIVITIES AND BE MONITOR YOUR ACTIVITIES AND BE READY TO CORRECT THEMREADY TO CORRECT THEM
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SOME USEFUL TOOLS[JUST A SHORT LIST]
WHO IS YOUR AUDIENCE?
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SOME USEFUL TOOLS[JUST A SHORT LIST]
WHO IS YOUR AUDIENCE?
Profile Stats ProTwitter Analytics For Business
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SOME USEFUL TOOLS[JUST A SHORT LIST]
WHO IS TALKING ABOUT YOU?
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SOME USEFUL TOOLS[JUST A SHORT LIST]
WHO IS TALKING ABOUT YOU?
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SOME USEFUL TOOLS[JUST A SHORT LIST]
HOW IS YOUR TWITTER USAGE?
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SOME USEFUL TOOLS[JUST A SHORT LIST]
HOW IS YOUR TWITTER NETWORK?
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SOME USEFUL TOOLS[JUST A SHORT LIST]
HOW IS YOUR SOCIAL MEDIA REPUTATION?
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SOME USEFUL TOOLS[JUST A SHORT LIST]
MONITORING CAMPAIGN
Web analytics
ALMOST EVERY SOCIALNET OFFERS ANALYTIC TOOLS
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THANKS FOR ATTENTION !
SOME RESOURCES USED FOR THIS PRESENTATION
CLUETRAIN MANIFESTO – WIKIPEDIA - DIGITALBUZZBLOG –
SIMONE FAVARO
facebook.com/sfavaro linkedin.com/in/simonefavarotwitter.com/sfavaro
CLUETRAIN MANIFESTO – WIKIPEDIA - DIGITALBUZZBLOG –
MARKETINGGUM – YOUTUBE GLOBAL – NIELSEN TRUST ADVERTISING
REPORT – B2BENTO CASE STUDY – VERONICA PENGS “SOCIAL MEDIA FOR
MARKETING” – INTERNET WORLD STATS – KLOUT - MASHABLE
IMAGES ARE FREELY DOWNLOADED BY “GOOGLE® IMAGES “ OR THEY ARE SCREEN
CAPTURES OF MY PERSONAL ACCOUNT