what is social media? Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.
why should you use social media? Social is too big to be ignored “We believe social media is about changing our business culture, the ways we work and the ways we engage with our colleagues and customers. It is about creating businesses that have social in their DNA”. “It is about realising that everything, including our marketing, now happens in an environment where customers can, and will, talk about what we do and can share it with the world.” “With or without you, your customers will discuss their experiences online – don’t leave their comments up to chance. Give them a place where they can praise or abuse you, where you can engage and manage the conversation.”
Social has disrupted the traditional sales funnel On the old model, companies were solely focused on achieving a sale and that’s where customer interaction used to end… retention and advocacy were by-products rather than the aim. Social is not a direct response medium so don’t be disheartened if it doesn’t happen overnight. It’s now about going the extra mile, and caring about the people you do business with. why should you use social media?
5 key take outs Everyone is using social media People are talking about your brand, with or without your involvement. The social platforms may change but the concept is here to stay Start with a strategy and a focus, avoid jumping in solely with tactical ambitions. Don’t expect the world to change overnight – like good ol’ fashioned networking, you need to invest time and effort to make your campaign work
who is your target audience*? *(to achieve the goal) When describing your typical customer, consider: Age Gender Occupation / seniority Availability / schedule But also… Where do they “hang out” online? What would they want from you via social engagement? INFORMATION ENTERTAINMENT FEEDBACK / RESPONSE PROMOTIONS
educate & establish buy in from critical business functions
Marketing Sales HR Senior Management Legal Finance R&D Operations Every employee, regardless of job role What’s in it for me? Participation Knowledge & ideas Recruitment Stakeholder engagement Relationships Distribution the social business
why every company will have a social media guru in the future
Why outsourcing isn’t the answer… You understand your business better than anyone Need to be “always-on” with a finger on the pulse Real-time responses required Expert opinion required Faking it is not allowed – genuine interaction with the brand expected …but a little agency assistance wouldn’t hurt Strategy Training Direction and support maximise implementation impact
The GOALThe FOCUSThe AUDIENCE EngagementPromotionAge LoyaltyBrand AdvocacyGender RetentionCustomer RelationsBehaviour AwarenessReputation Management Where do they “hang out” online? SalesRecruitment Research & DevelopmentProduct/Service Development What would they want from you via social engagement? Something else?All or some of the above social pairs
“Modern marketers know that ‘social’ is not a choice.”
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