Social Media Basics For Executives It’s not just about the book or the Bird! Prepared by: Tim Ho Table of Contents Again? What is Social Media So… Why Social Media? Lastly… No’s in Social Media Prepared by: Tim Ho 3-9 10-18 19-25 Again? What is Social Media Prepared by: Tim Ho Again? What is Social Media Forget about everything people have said about social media. Social media is just basic communication, like what you do everyday. Executives (and probably most “social media experts”) often focus too much on the channels. Facebook, Twitter, forums, blogs, podcasts, pictures, and videos are just channels, a bride to communicate with targets. Think about these channels as languages, they can be mastered easily but content and value of the conversation is all it matters. As Seth Godin said on his blog, “It's a process, not an event.” In business, companies shouldn’t invest in social media for quick results, it’s a process to build relationship with potential clients, and maintain good relationship with existing customers. Prepared by: Tim Ho 4 Again? What is Social Media Prepared by: Tim Ho 1. Research, planning, listening… 2. Tactics Correct Social Media Strategy Model Facebook campaigns Viral Videos iPhone App Youtube Channel Twitter Account And more… 5 Again? What is Social Media Common Mistake: Tactics before Strategy Most brands (and many agencies) focus way too much on social media tactics, such as launching Facebook pages, Twitter, creating apps, and trying to create viral videos (Gray section on previous slide). Some might get lucky and create buzz, but it’s very risky to be too focused on tactics. Tactics should come last after building a solid foundation of brand image, personality, and engagement online. Prepared by: Tim Ho 6 Again? What is Social Media Impact Months 1 2 3 4 5 6 7 8 Social Media Strategy VS “Lucky” Social Media Tactics Prepared by: Tim Ho 7 Again? What is Social Media Social Media Strategy is NOT the same as Digital Marketing! Your Brand Your Target Your Brand Your Target Engagement Brand Personality Customer Service Brand Loyalty Product Insights Service Feedback Message Message Social Media Strategy Digital Marketing Prepared by: Tim Ho 8 Again? What is Social Media Social Media Strategy EARNS online and offline coverage Digital Marketing BUYS online and offline coverage Prepared by: Tim Ho 9 So… Why Social Media? Prepared by: Tim Ho So… Why Social Media? Why invest in social media if it’s just a “process” while there are other media like TV ads, magazine ads and online ads that shows quicker impact? There are tons of reason for it, but the biggest reason would be, can you afford not to? As I mentioned from last chapter, social media is just the same as basic communication. In business, social media shouldn’t play the role in direct selling, it should instead influence viral conversations, build brand awareness, improve customer service and engage with your target as a “friend”. When making purchase decisions, would you trust a friend, or an advertisement? Prepared by: Tim Ho 11 So… Why Social Media? Yes, these are the dead magazines AND MORE… Via -http://thomascrampton.com Prepared by: Tim Ho 12 So… Why Social Media? 1 yahoo.com 2 msn.com 3 google.com 4 ebay.com 5 amazon.com 6 microsoft.com 7 myspace.com 8 google.co.uk 9 aol.com 10 go.com 1 google.com 2 facebook.com 3 yahoo.com 4 youtube.com 5 live.com 6 wikipedia.com 7 blogger.com 8 msn.com 9 Baidu.org 10 yahoo.co.jp 2009 2005 Source: Synovate Research, Alexa Global Traffic Ranking, Morgan Stanley Research Social Media Sites are ruling the Internet World Prepared by: Tim Ho 13 So… Why Social Media? More and more people ignore One-way-communication Prepared by: Tim Ho 14 So… Why Social Media? Listen Directly instead of Asking Traditional Marketing Research Directly learn it from your target’s conversation Social media gives you the ability to “spy” (legally and ethically) on potential and existing customers to learn what they think about a product/service. Isn’t it way much powerful than handing out surveys in a mall? Prepared by: Tim Ho 15 So… Why Social Media? Cost Effectiveness Think about how much more Pepsi can do online without spending on buying media space! Prepared by: Tim Ho 16 18th December 2009 So… Why Social Media? Your competitors are/will be on it! Prepared by: Tim Ho http://onlinebusiness.volusion.com 17 So… Why Social Media? It’s all about love and trust! 0% 10% 20% 30% 40% 50% 60% Magazine ads Newspaper ads TV ads Consumer product review from websites Independent reviews in publications Expert product review from websites Recommendations from friends and family Source: Jan 2009, Asia’s Top Digital Brands TNS/Media Magazine (n=3001) Trust Don’t Trust Social Media Aspects Prepared by: Tim Ho 18 Lastly… No’s in Social Media Prepared by: Tim Ho Lastly… No’s in Social Media Don’t do an OK job Prepared by: Tim Ho Don’t be on social media just because it’s there, if it’s part of the marketing plan, make sure there are enough resources and labour to impress your targets. For instance, if there’s a blog, make sure it’s well planned and updated often. 20 Lastly… No’s in Social Media Prepared by: Tim Ho 1. Research, planning, listening, positioning… 2. Tactics Correct Social Media Strategy Model Where most people focus on Don’t trust agencies that focus too much on tactics 21 Lastly… No’s in Social Media Don’t rely on “Social Media Gurus” Prepared by: Tim Ho Do not judge someone’s knowledge in social media strategy based on the number of his/her followers and fans. They might be good targets who can help you spread the words and become ambassadors, but that would happen at the tactic stage. Social Media Gurus are more like channels or publications, they don’t necessarily have the capability to create a real strategy. Social media is not just about numbers. 22 Lastly… No’s in Social Media Pay-per-post is not a long-term solution, don’t pay bloggers! Prepared by: Tim Ho Here’s the reason why: http://tim-ho.com/2009/12/pay_blogger_pay_prostitutes/23 Lastly… No’s in Social Media Don’t lie, don’t pretend Prepared by: Tim Ho Be transparent! In social media, companies can no longer over-promise/be fake. Lies can get caught and get spread hundred times faster online. A brand can give a better image to the public by being transparent and show them who they really are. Image: miss_bling on Flickr 24 Lastly… No’s in Social Media Don’t be afraid to over-share Prepared by: Tim Ho Share everything, on different channels! Everything that might interest your targets, such as pictures of the office, live tweets during an event, videos, articles and live streaming. It’s not the same as advertisements, people don’t get annoyed by your interesting/valuable content about the brand. Image: domndi on Flickr 25 Tim Ho Tim Ho is a Digital Strategist in 360 Digital Influence of Ogilvy PR. Currently based out of Hong Kong, working on a Regional level in Asia-Pacific for Digital Media Strategies. Tim has over 5 years experience in Digital Marketing and Web Designing. With his art and design background, Tim differentiates himself with his creativity and simple ideas in problem solving. 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