MSVU

1
MSVU Social Media Place in Communications Plan
2
Marketing Design Activity
The Revolution will not be televised Gil Scott
Heron
3
Media Proliferation

• Today, media is fragmented
• 13,500 radio stations (4,400 in 1960)
• 17,300 magazine titles (8,400 in 1960)
• 82.4 TV channels per home (5.7 in 1960)
• And the Web
• Millions of sites
• Billions of pages

4

• SOCIAL MEDIA DEFINED

The Social media conversation

• The conversation is not
• controlled
• organized
• on message
• The conversation is
• organic
• complex
• speaks in a human voice
• Social media is not a strategy or a tactic
  its simply a channel.

5

• SOCIAL MEDIA DEFINED

Social media is changing our world

• The power to define and control a brand is
  shifting from corporations and institutionsto
  individuals and communities.

6

• SOCIAL MEDIA DEFINED

Small markets are the new mass market

• It is about putting the public back in Public
  Relations and realizing that focusing on
  important markets and influencers will have a far
  greater impact than trying to reach the masses
  with any one message or tool.
• Brian Solis, The Social Media Manifesto

7

• SOCIAL MEDIA DEFINED

Social media influences people

• 91 say consumer reviews are the 1 aid to buying
  decisions - JC Williams Group
• 87 trust a friends recommendation over critics
  review - Marketing Sherpa
• 3 times more likely to trust peer opinions over
  advertising for purchasing decisions - Jupiter
  Research
• 1 word-of-mouth conversation has impact of 200
  TV ads - BuzzAgent
• Slide courtesy of Digital Influence Group

8

• SOCIAL MEDIA DEFINED

People are using social media

• Social media sites are the fastest-growing
  category on the web, doubling their traffic over
  the last year.
• 73 of active online users have read a blog
• 45 have started their own blog
• 39 subscribe to an RSS feed
• 57 have joined a social network
• 55 have uploaded photos
• 83 have watched video clips
• Universal McCanns Comparative Study on Social
  Media Trends, April 2008. 17,000 respondents from
  29 countries, using internet at least every
  other day

9

• SOCIAL MEDIA DEFINED

Canadians are using social media

• 40 of Canadian internet users have visited a
  community or social networking site
• 22 of Canadians over 60
• 50 of Internet users under 30
• 25 of users 25-29 do so daily
• 43 English speaking Canadians and 24 of French
  speaking Canadians visit these sites

10

• SOCIAL MEDIA DEFINED

How you can use social media
11
How you can use social media

• Integrating online social media into your overall
  communication plan
• "Integrate" is one of those buzzwords that earned
  its way to the top of the truism list. The
  point's been made but it's foundational, that any
  communications strategy begins with a
  consideration of
• Goals what you're trying to make happen. For an
  NGO they must fall into either category a
  advancing our mission or category b, sustaining
  our organization (i.e. raising ).
• Audiences Try not to reach too many audiences,
  or too large a number of individuals go deep,
  not broad (as marketers would say, segment)--the
  more we are able to segment our audiences the
  better we can understand them and imagine their
  thoughts, feelings, needs. We usually say that
  you have a good sense of your audience when you
  know what they care most about and how best to
  reach them--i.e..... what channels are most
  appropriate.
• Messages versus conversations
• Communications that involve participation,
  activation or strengthen use social media tools
• Consider the action you want them to take an
  situated by social media vechile ..link out
• Trade off expense..brochure vs picture uploads of
  events

12

• SOCIAL MEDIA DEFINED

Social media is practical

• Learn what people are saying about you
• Create buzz for events campaigns
• Increase brand exposure
• Identify and recruit influencers to spread your
  message
• Find new opportunities and customers
• Support your products and services
• Improve your search engine visibility
• Gain competitive intelligence
• Get your message out fast
• Retain clients by establishing a personal
  relationship
• Be an industry leader not a follower

13

• SOCIAL MEDIA DEFINED

Social media is measurable

• Reach
• Website visits / views
• volume of reviews/comments
• Incoming links
• Action Insight
• Sales inquiries
• New business
• Customer Satisfaction / loyalty
• Marketing efficiency

• Engagement Influence
• Sentiment of reviews/comments
• Brand affinity
• Commenter authority/influence
• Time spent
• Favourites / Friends / Fans
• Viral forwards
• Number of downloads

Source The Digital Influence Group, Measuring
the Influence of Social Media
14
10 KEYSTO SOCIAL MEDIA SUCCESS

• KEYS TO SUCCESS

15

• KEYS TO SUCCESS

1. Experiment with social media

• Experiment personally before professionally
• Try a variety of social media tools
• Be yourself, make some friends, and share

16

• KEYS TO SUCCESS

2. Make social media central

• Spend time upfront planning how you will use
  social media
• Think POST
• People
• Objectives
• Strategy
• Technology

17

• KEYS TO SUCCESS

3. Listen before participating

• Find where your audience is participating and
  identify the influencers
• Read industry blogs (including comments)
• Google your company name your competition
• Find tools that can help you listen

18

• KEYS TO SUCCESS

4. Be transparent honest

• Avoid puffery (people will ignore it)
• Avoid evasion and lying(people wont ignore it)
• Companies have watched their biggest screw-up's
  rise to the top 10 of a Google search
• Admit your mistakes right away

19

• KEYS TO SUCCESS

5. Share your content

• Dont be afraid to share. Corporations, like
  people, need to share information to get the
  value out of social media
• Make your content easy to share
• Incorporate tools that promote sharing
• Share This, RSS feeds, Email a friend

20

• KEYS TO SUCCESS

6. Be personal and act like a person

• Don't shout. Don't broadcast. Dont brag.
• Speak like yourself not a corporate marketing
  shill or press secretary
• Personify your brand give people something they
  can relate to.

21

• KEYS TO SUCCESS

7. Contribute in a meaningful way

• Think like a contributor, not a marketer
• Consider what is relevant to the community before
  contributing
• Dont promote your product on every post
• Win friends by promoting other peoples content
  if it interests you

22

• KEYS TO SUCCESS

8. Learn to take criticism

• Dont try to delete or remove criticism (it will
  just make it worse)
• Listen to your detractors
• Admit your shortcomings
• Work openly towards an explanation and legitimate
  solution

23

• KEYS TO SUCCESS

9. Be proactive

• Dont wait until you have a campaign to launch -
  start planning and listening now
• Build relationships so theyre ready when you
  need them

24

• KEYS TO SUCCESS

10. Accept you cant do it all yourself
You need buy in from everyone in the
organization Convince your CEO that social media
is relevant to your organization Get your
communications team together, discuss the
options, then divide and conquer
25
Three Take Aways

• Peer-to-peer discussions are more influential
  than the mass media
• Participate by enabling and feeding the
  conversation(follow the 10 keys to success)
• Be transparent honest