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A presentation that introduces the online marketing and networking tools. Get a chance to learn ways to get your brand noticed in the online world. Learn to engage your
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THE POWER OF SOCIAL
MEDIAHassan Rizwan
VP, Sales & Channel Development
HireLabs
WHY CARE?
BECAUSE………………
SOCIAL NETWORKING SITES ARE THE MOST POPULAR
PLACES ON THE WEB
Almost4,000,000articles inWikipedia
Over 100,000,000 videos and 65,000 views per day on
200,000,000blogs
1.5 million residents on
73%of activeonline usershave read a blog
45% have started
their own blog
39%subscribeto an RSS
feed
57% have
joined asocial network
June 25, 2010 Headline:
Twitter Sets New Record: 3,283 Tweets Per Second
BEFORE WE GET INTO THIS…LET’S TAKE A LOOK AT
THE
PAST
THE OLD GAME
Your customers found you through the yellow pages
Your business competed locally with set hours of operation
Word of mouth was spread by current customers
THE OLD GAME
Measuring results meant tracking sales
Your marketing budget went to radio, TV, newspapers
Your network was limited to people you met in person
THE OLD GAME
You faxed pressreleases tomedia outlets
You were inCONTROL ofyour messaging
TODAY’S GAME
The NEW Rules:5 Ps of Marketing
The OLD Rules:4 Ps of Marketing
The Marketing Mix
The Marketing Mix
PRESEN
CE
VIDEO: IS SOCIAL MEDIA A FAD?
WHAT IS SOCIAL MEDIA?
Social Media defines the integration of technology and social interaction
Its value proposition -
Sustained conversations to
shape perceptions!
These conversations are fueled by:
BLOGS MICROBLOGS ONLINE CHAT RSS WIDGETS SOCIAL NETWORKS SOCIAL BOOKMARKS MESSAGE BOARDS PODCASTS VIDEO SHARING SITES PHOTO SHARING SITES VIRTUAL WORLDS WIKIS
(just to name a few…)
Know the difference between
ORKUT – FACEBOOK –
MYSPACE – LINKEDIN
WHERE TO START
?
TOOLS OF THE TRADE
Photos & Videos
Forging Relationships
Disseminating News &
Information
Sharing Opinions &
Updates
TWITTER STATS
TWITTER TOOLS TinyURL – shortens URLs so they fit into
Twitter’s 140 character limit. http://tinyurl.com/Cligs – Tiny URL with analytics. http://cli.gs/
TwitPic – Upload photos for easy sharing on Twitter. http://www.twitpic.com/
Blip.fm or twt.fm – Share music streams on Twitter
12Seconds.tv – Share videos on Twitter
TwitterFeed – Stream RSS feeds into your Twitter account
BUILDING YOUR NETWORKo Smartly tag keywords in each message
o Maximize the 140 characterso Use tinyurl to shorten linkso Use TweetDeck – it automatically does it for
you
search.twitter.com/search?q=lead+generation
BUILDING YOUR NETWORK
o Follow those who follow you
o Follow people – they will follow you back
o Follow top Tweeps/Twitterer
o Follow who thought-leaders are following
BUILDING YOUR NETWORK
o Get personal – send a direct message
o RT tweets and send a message
o Make a @mention
BUILDING YOUR NETWORK
o Add link to your Twitter profile on your :o Websiteo Blogo E-mail signatureo Youtube, FB, Goggle buzz profileo Everywhere else
BUILDING YOUR NETWORK
o Personalize your Twitter profile
ENGAGING ON TWITTER Follow your / your brand-related
conversations Communicate with people / customers
ENGAGING ON TWITTER
Favorite special tweets Save, publish and promote testimonials Publish / share useful content
Start / continue / promote discussions
FACEBOOK TRENDS
More than 275 million users online
1.2 billion monthly visits
3.5 billion minutes are spent on
Facebook every day
4M users become fans of pages each day
BUILDING YOUR NETWORK
Create your page Add content before making it public
Suggest to your friends – ask them to share with theirs
BUILDING YOUR NETWORK
Advertise Make the fan page link available on all
online delivery channels)Website – blog – signatures – signatures of
your employees etc.
BUILDING YOUR NETWORK
Share your fan page link on other similar FB pagesWrite to page admins and request
promotion
Share useful content so peopleLike itComment onShare it
BUILDING YOUR NETWORK Target your status updates
Use Facebook Connect on your site Integrate Facebook “Like” feature on your
site, blog and other channels
ENGAGING YOUR FANS
Seek to listenAsk questionsRun polls
ENGAGING YOUR FANS
Start unfinished comments / conversations If I was a shampoo ….
Put your fans in charge Startbucks asking the fans to decide the next
recipe
Run competitions and give freebies
Promote your loyal fans
Rewards fans Dell giving coupons on its FB fan page
ENGAGING YOUR FANS
Make the landing
page EXTRA-ORDINARY
BUILDING YOUR NETWORK
Understand your network
Don’t focus on your 1st level networkFocus on your 2nd level connections and the
overall network size The larger the network size, the higher your
visibility – the more effective LinkedIn is to you
COMPLETE your profile
BUILDING YOUR NETWORK
Join groups Initiate conversations – ask questions
Connect with those who respond
Share your e-mail in your profile name
Ask 1st level connections for introductions
Ask for recommendations Provide content
ENGAGING ON LINKEDIN
Ask questions
Become part of the conversations
Initiate polls
Comment on connections updates
Use apps – share your other web contents
MAKE ASOCIAL MEDIA
PLAN
5 EASY STEPS
LISTENIt’s all about conversations and the best communicators start as listeners
1
5 EASY STEPS
PREPARE Set the guidelines: What’s your objective?
Define your strategy
Find the people: Now PARTICIPATE!!
2
5 EASY STEPS
ENGAGE The goal is not to control
the conversation, but to inspire and engage. Give them something to talk about!
3
5 EASY STEPS
GO OFFLINEUse other opportunities to build even stronger relationships with the members of your online community
4
5 EASY STEPS
MEASURE SUCCESSDid we learn something about our customers that we didn’t know before?Did our customers learn something
about us?Were we able to engage our customers
in new conversations?Do our employees have an effective new
tool for external feedback and reputation management?
5
WHO’S TALKING ABOUT
YOUR BRAND?!
EXEMPLARYCASES
• …strategically, with a clear goal and a thought out plan
• …to eventually start a dialogue
• …to create a community
• …to understand honestly
• …to be able to create a presence that encourages interaction
STEP 1: DELL BEGAN TO LISTEN…
Objective: People should connect with Dell in ways they want/meaningful to them
Strategy: To provide content subscriptions, deals and offers through Twitter, huge following
Result: Dell becomes one of the most popular social media brands; increase in direct sales as well
STEP 2: DELL PREPARED…
STEP 3: DELL ENGAGED…
Dell Unleashes The Power Of Women In Business, Connects Top Global Entrepreneurs At The World Expo, Shanghai 2010
• “an extension of Dell’s Take Your Own Path campaign, highlighting how entrepreneurs’ innovative use of technology, results directly in business success”
Dell Chairman and CEO Addresses Global Competitiveness Forum in Saudi Arabia
• “Mr. Dell shared his perspective on entrepreneurialism… including strategies for nurturing and sustaining a culture of thought leadership.”
STEP 4: DELL WENT OFFLINE…
Dell and Moodelrooms Collaborate to Provide Education Organizations with Cloud-Based Curriculum
• “Dell continues to provide administrators, teachers and students access to technology that enables 21st century learning”
Dell’s Bamboo Packaging Certified Compostable
• “Dell Inc. (NASDAQ: DELL) is working to make “being green” easy and cost-effective for customers”
“We’ve surpassed $2 million in revenue in terms of Dell Outlet sales, but we’re also seeing that it’s driving interest in new products as well. We’re seeing people come from @DellOutlet on Twitter into the Dell.com/outlet site, and then ultimately decide to purchase a new system from elsewhere on Dell.com. If we factor those new system purchases that come from @DellOutlet, we’re actually eclipsed $3 million in overall sales”
STEP 5: DELL MEASURED…
• At start of program, 49% of blog posts were negative; today, overall tonality is 22% negative
• Direct2Dell currently ranked about 700 on Technorati -among the highest corporate blogs
• Direct2Dell gets more than 5 million unique views per month
• Over 7000 ideas have been submitted via IdeaStorm
• Studio Dell gets more than 200,000 views per month
STARBUCKS IS A PRIME EXAMPLE OF USING TWITTER FOR BUSINESS
Starbucks Free Coffee with Every Reusable Tumbler
WHAT CAN WE LEARN FROM THIS CAMPAIGN?
Even large companies benefit when the campaign is done right!
It’s not always about new customers or converts, could build loyalty and lend to CSR
SALES!!!!
WRITE K . U . D . O .
S .INFORMATIO
N
nowledgeable
• Does the activity demonstrate knowledge on the part of the brand?
• Is it knowledge that is unique to your brand,product or service?
• Is it something your audience needs or wants to know?
• Are you increasing their knowledge or just telling them something they already know or could have gained elsewhere?
K
Not all social media activity is useful to the brand's audience.
Not all dissemination of knowledge is actually useful to the brand.
The best-case scenario is when an activity is useful to
both the brand and the audience.
sefulU
esirable
• Desirable is a step on from useful
• By desirable we mean that
both the brand and the audience actively want it
• Think of eating your greens; useful but not that desirable.
• If something is desirable, really tasty-can't- get-enough-of-it-desirable to your audience, you'll know it.
D
pen
-honest-transparent-the desirable and the undesirable
AUDIENCE RESPONDS VERY ACTIVELY AND NEGATIVELY WHEN THEY BELIEVE A BRAND HAS BEEN
DISHONEST WITH THEM
-even lack of intent to be completely open shows!
O
hareable
It is as important as being open that brands actively encourage sharing.
Are the materials easily downloadable? Can they be linked to or
have you gone and wrapped them up in a big Flash movie that no one can link to?
Have you acknowledged standard protocols that enable sharing and added a simple 'Digg this' button or a downloadable Zip file of assets?
S
KUDOS will make your
brand CONTAGIOU
S!
You’re part of the conversation, whether you’re managing it or not
• …and the conversation is getting louder
• word of mouth goes out over a global PA system
• past: 1 unhappy customer told
ten friends
• now: 1 unhappy customer tells ten thousand ‘friends’ through the internet
Everything you do creates conversation, whether you think it’s marketing or not, and whether you know it or not
your pricing policy
how your people answer the phone
in the contagious age, the things that create conversation are not just viral ads
CONSUMERS KNOW THAT TALK IS CHEAP
- what you do for them is more likely to get
them talking than what you say you believe
Change the conversation to YOUR advantage
“Brands with the most recommendation in their category grow 4x faster than the category average” (London School of Economics)
Great brands lead the conversation by having a point of view that transcends even the category
vision + beliefs redefining the category
The single greatest driver of positive
recommendation is
‘EXPERIENCE BEYOND EXPECTATION’
