Online Social Media. This presentation introduces: Push Vs Pull marketing Using online networks to market your business Communicate your message efficiently.
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Presentation on theme: "Online Social Media. This presentation introduces: Push Vs Pull marketing Using online networks to market your business Communicate your message efficiently."— Presentation transcript:
This presentation introduces: Push Vs Pull marketing Using online networks to market your business Communicate your message efficiently Providing information very quickly Allow participation Be part of the conversation Reach target markets that are no longer susceptible to traditional communication methods Creating communities of loyal customers Importance of user generated content
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO
“Social media is people having conversations online.”
These online conversations are only possible due to recently available web tools Blogs Micro Blogs Online Chat RSS Widgets Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis
We expect to use the internet differently now. Online social media is a big part of these changes Information is being searched for in different ways Users expect to comment and add to content Users expect to read comments, reviews and ratings for products and services Users expect to subscribe to information that interests them and nothing more
Almost 13m Articles Studies show it is as accurate if not more than Britannica Wiki = Quick in Hawaiian
Twitter is a service for people to communicate and stay connected through the exchange of quick, frequent messages. These messages are posted to your profile or your blog, sent to your followers and are searchable on Twitter search 14m users in the U.S alone 1 out of 300 website click throughs come from twitter
80% of twitter usage is on mobile devices. People update anywhere, anytime. What does this mean for bad customer experiences?
25% of search results for the worlds top 20 largest brands are links from user generated content
Who influences whom? Will the brand site continue to be the first visit after they search Google or Bing?
The attraction of social media People trust “a person like me” more than authority figures or marketing messages from business and media Seeking ongoing dialogue, not a one way advertisement Trust, Transparency, openness, honesty
More and more customers are blocking traditional marketing, psychologically and with the help of technology
Spam filters Caller I.D Fast forward though adverts
INTERUPTION Still effective but becoming more and more difficult and expensive. Telemarketing Direct mail Email blasts Printed ads TV/radio ads PERMISSION / PULL Let people find you when researching the market. Pull people in. SEO / SEM Blogging Social Media RSS Free trials / tools Viral Videos
70% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS
And there are big benefits to this dialogue 36% of people think more positively about a company that has a blog 70% trusts bloggers’ opinions on products and services
Blogs The product is right The price is right But who am I buying from?
Our new communication of dialogue is and means… Instantaneous = I want it now Conversation = let’s chat Listen = someone heard me Participatory = have fun / join in Transparent = You’re not hiding anything Community = I am part of something Authentic = I believe what you say Interesting = You have good information Issue solving = You have the answers Consumer-driven = you have written this for me Monitor = find the talkers Respond = follow up
“I am 30 and I don’t understand this Social Media Stuff”
See it as Business Networking Meet people and start conversations Answer questions – help others Ask questions – trusts others’ advice
Become a real member of the community Add value to the community –Ask and answer questions More effective than live networking? –No boundaries –Other people can listen in (max 5 people in a live networking event) –Lots of people can find the conversation via search engines –Conversation is recorded
Twitter YouTube facebook Linkedin Myspace BlogSell houses Cup of tea Biscuit Newsletter
The customers perspective We can now get more and more information without talking to a retailer or relying on advertising: Ask a search engine Recommendations from linkedin or facebook Bookmarking using delicious Yahoo answers YouTube Find articles using Digg
In the market for a product or service, but not ready to buy at this stage Research and information gathering stage; includes walking into retailers and sales showrooms Commit to buying product after evaluating market and product / service providers The stage before committing to buy
Understanding your customer Choosing the right Social Network
What is facebook? It’s a place where you can put up your personal details and interact with other users of the site. By getting a facebook account you can establish an online presence Talk to your friends Share photos with your friends Play games with your friends Sell your old stuff Meet new people And whole array of other things
What’s unique about facebook is that it keeps you updated on what your friends are doing. You will be notified when they make a change to their profile. Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to.
Profiles Creating a profile is required if you want to do anything on facebook Make sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. Add your website URL in several locations and be sure to talk about your business and plug your website URL
Pages facebook pages are used by many businesses. Many of the same features available as groups, but with some extra key features. indexed by Google and available to view even if you are not a member, so promoting the page is easier. Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.
facebook adverts facebook ads are a great way to really increase your exposure using highly targeted advertising. Target users by age, gender, location, interests, etc. Advertise an external website or a facebook page. Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.
facebook campaign Create your own campaign Pub example Chip shop example