Summer Seminar 2013 Welcome
Social media is no longer a choice but a necessity do digital better Kherrin Wade Digital Media Account Director @kherrinw@adido #letsdodigital
agenda • Introduction to social media • Integrating social into the business DNA • Social media channel options • Group task
introduction to social media
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.”
why should you use social media? 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?
insight into social media
insight into 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
integrating social into the business DNA
define why you are using social media
the GOAL of the social media • Engagement • Loyalty • Retention • Awareness • Sales • Research and development • …? What does success look like?
the FOCUS of the social media • Promotion • Brand advocacy • Customer relations • Reputation management • Recruitment • Product/service development • All (of some of the above) Will multiple profiles be needed?
define who you are engaging with
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
the social business Senior Management What’s in it for me? Finance Marketing Operations • Participation • Knowledge & ideas • Recruitment • Stakeholder engagement • Relationships • Distribution HR R&D Sales Legal Every employee, regardless of job role
create the business’ social guidelines
the rules of engagement
appoint your social media guru
why every company will have a social media guru in the future
maximise implementation impact • 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
investing in social
apportioning your budgets 2011 vs. 2012 view State of Digital Marketing 2011 and 2012 reports - Webmarketing
some kpi suggestions Social Brands 100 methodology, 2013.
social media channels
the MAIN PLAYERS
Facebook is for Connecting Updates, sharing, & life documenting
Twitter is for Announcements Real time, bite-sized & brief
LinkedIn is for Networking Professional, career focused, informative
group task
social pairs
“Modern marketers know that ‘social’ is not a choice.”
