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A discussion on using social network sites (SNS) for businesses. Should businesses use existing SNS or should they create their own branded SNS?
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Using Social Network for Businesses
Quick Introduction
Pitstop Café is a board games café near Boat Quay
It is a place where friends gather
to enjoy a meal
and play board games together
What is the role of social media in the business?
Corporate blog Online communities
Board games meetups
Online to offline conversion
First Approach: Branded SNS based on Ning
446 members in 18 months. Started June 2007
Why Ning and how we get members?
More featuresBetter control & flexibilityPotential for integrated CRM
Link from main sitePhoto widgetInform via service crews
Second Approach: Using Facebook Page
in 3 months. Started Nov 2008
Why Facebook and how we get members?
SimplicityViral marketing toolsMore business oriented
Facebook advertisingLink from main sitePosters in cafeTagging of photosInform via service crews
So what type of SNS is suitable for businesses?(Branded or External)
Low brand awareness and low ability / desire to engage
Leverage on the user base in existing SNS
Which social network?
Site analyticsGoogle trendScan email listAsk your customers
Low brand awareness but high ability / desire to engage
Select base on features requirements. Use existing SNS if possible.
High brand awareness but low ability / desire to engage
Plan and understand first. Do not just jump in blindly.
High brand awareness and high ability / desire to engage
Integrate it into the organization CRM initiative
Baby Center Community
Clean and Clear, Hong Kong
Swatch Community Club
My Starbucks Idea Dell IdeaStorm
Some parting thoughts
Number of community users alone isn’t a useful metric
Differentiate by intention and not by technology or platforms
SAMESAMEBUT
Different?
Don’t forget about online to offline conversion
Think CRMsocial networks are tools
WeeKeetechnology and board games loverWebsite: www.pitstopcafe.com.sgEmail: [email protected]: 9236 8457
What are your thoughts?