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Summer Seminar 2013 . Welcome. Social media is no longer a choice but a necessity. d o digital better. Kherrin Wade Digital Media Account Director. @ kherrinw @ adido # letsdodigital. a genda. Introduction to social media Integrating social into the business DNA

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Presentation Transcript
slide2

Social media is no longer

a choice but a necessity

do digital better

Kherrin Wade

Digital Media Account Director

@kherrinw@adido #letsdodigital

slide3

agenda

  • Introduction to social media
  • Integrating social into the business DNA
  • Social media channel options
  • Group task
slide5

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.

slide6

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.”

slide7

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.

slide8

why should you

use social media?

slide11

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
slide12

integrating social

into the business DNA

slide13

define why you

are using social media

slide14

the GOAL of the social media

  • Engagement
  • Loyalty
  • Retention
  • Awareness
  • Sales
  • Research and development
  • …?

What does success look like?

slide15

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?

slide16

define who you

are engaging with

slide17

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

slide18

educate & establish

buy in from critical business functions

slide19

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

slide20

create the business’

social guidelines

slide22

appoint your

social media guru

slide23

why every company will have

a social media guru in the future

slide24

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
slide26

apportioning your budgets

2011 vs. 2012 view

State of Digital Marketing 2011 and 2012 reports - Webmarketing

slide27

some kpi suggestions

Social Brands 100 methodology, 2013.

slide31

Facebook is for Connecting

Updates, sharing, & life documenting

slide32

Twitter is for Announcements

Real time, bite-sized & brief

slide33

LinkedIn is for Networking

Professional, career focused, informative

slide36

“Modern marketers know that

‘social’ is not a choice.”