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Social media is content created by people using highly accessible and scalable publishing technologies. At its
most basic sense, social media is a shift in how people discover, read and share news, information and
content. It's a set of technologies, tools and platforms facilitating the discovery, participation and sharing of
content. It is transforming monologues (one to many) into dialogues (many to many) and the democratisation
of information, transforming people from content readers into publishers. Social media has become extremely
popular because it allows people to connect in the online world to form relationships for personal and
business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media
(CGM).
Source: www.wikipedia.com
Feel free to post this e-book on your blog, share it on Facebook or LinkedIn, Twitter about it or email to
another Grumpy Old Manager.
Index
______________
Facing up to Facebook
Facebook
Psst…pass it on
Word-of-Mouth Marketing
_______________
Nikki Carter, Marketing
We decided to put this guide together to demonstrate Communications Manager
simple and easy ways to use new technology to build
business. In doing so we aim to provide hints, tips and
tactics based on our experience and research over the BASIC RULES
past few years as well as the opinions of some the top Don’t ban the use of the
experts in the use of Social Media. Internet/Social Media in the
office…utilise it
Given we are over 30 years apart in age and are a father Use others to tell your story
and daughter working together, we represent a diverse Stop preaching, start actively
approach to Social Media. listening, comprehending and
enjoying conversations with
consumers/clients
However, this guide is not aimed at my boss (and father)
because unlike so many older Managers, CEOS etc he Develop a Social Media Policy for
understands the Internet and its evolving tools. He was staff
__________
Our 10 year journey to Social Media
Tatiana Grigorieva’s story THE EVOLUTION ON
TATIANA.COM.AU
______________
I have been the website designer and
manager of Tatiana.com.au since the
We have been an agent and friend to Olympic pole vault beginning. Take a look back on how
silver medallist Tatiana Grigorieva for over 10 years. the website has changed over the
years,
We realised early on that a website for Tatiana was a way The first layout for the site is pretty
for her to communicate her message directly to her fans cringe worthy for me as I taught
myself how to use a basic website
instead of through the media. And it was a way for fans development program FrontPage.
to get to know the real Tatiana. Nowadays this would be
done using Twitter as Ashton Kutcher does.
We could have written pages and pages defining what all DID YOU KNOW
the various Web 2.0 tools are because there are millions. While the increase in population in
the under 50s between 2001 and
2011 will be a mere 2%. In the over
However we focused on those that are (some listed 50s it will be 32%. And the 55 - 64
below): year olds now account for 17.6% of
A. Popular, discretionary spending up from 13%
B. Easy to use; and in the 1990s. This group are also big
users of the Internet.
C. Highly effective in building business
WEB 2.0 DIAGRAM
(SmartPulse)
__________
The value of being LinkedIn
LinkedIn WHAT IS LINKEDIN?
_______________ LinkedIn is a business-orientated
social networking site. (Wikipedia)
I responded briefly with an outline of who we were, the Join groups that are relevant to your
prospective client was then able to check us out on company, brand or products/services
LinkedIn and in particular read some very relevant Ask questions in the Q&A section.
recommendations about our services. You will get great answers and build
influential connections
Asking for recommendations from clients and colleagues Search questions in your areas of
to add to your profile really proves to be valuable, in the expertise. Answer any you can to
same way references are to hard copy resumes. build your connections and raise
your profile
The prospect was based in the UK but had no hesitation Include your LinkedIn profile address
on business cards, email signatures
in ‘linking’ to me and talking about the brief. This and on your website
subsequently led to a meeting whilst she was in Australia
and them becoming a client. WHAT OTHERS SAY
“The biggest opportunity (with
So LinkedIn allowed me to connect with a prospect LinkedIn) … is to provide value to an
halfway round the world and then get all the information audience of influential, ambitious
and affluent professionals who are
they needed in one place and as a result arrange a focused on being successful in their
meeting that would not have been likely otherwise. careers.”
Reid Hoffman, founder of LinkedIn
(iMedia Connection)
So I can certainly say that having an up-to-date profile,
some good recommendations and checking the Q&A
section regularly has paid off for me. [Rick]
Using Questions & Answers
We have posted many questions DID YOU KNOW..?
on LinkedIn, including ones Executives from all Fortune 500
companies are LinkedIn members
relating to this guide, since we
first discovered it and one such GOOGLE YOURSELF
example proved to us how
In the age where it is not what we
valuable LinkedIn is. say we are it is what Google says we
are, it is vitally important to know
We asked a question about a how we are seen by our peers. So
Google yourself and see what they
client of ours, a real estate are finding out about you and your
agency and within five minutes company.
Credit: WonderFerret had responses from three people We “Googled” Grumpy Old Managers
in various parts of the world. Guide To Social Media and out of the
There were many more responses following in the next top 10 results, we posted place #1,
2, 3, 4, 5, #8 and #10.
24 hours.
Credit: PC Weenies
become a phenomenon in Answer “What Has Your Attention?”
part due to the massive When mentioning your blog post, ask
media exposure it has recently received and the uptake a question
of celebrities joining in. When you’re promoting your own
things, make it useful, give advice ,
share blog posts and pics etc
It seems to us that there are two key factors in this rate (Chris Brogan)
Think about some keywords and phrases that people may CEOs ON TWITTER
search about to find you and use those in your Tweet to • Richard Branson, Virgin Group
Chairman: “It enables
build followers. We have found that, for us, Adelaide, communication no matter
Social Media, Social Networks, Blogs have meant more where I am” (Business Week)
useful followers for our business. • George Colony, CEO, Forrester
Research: “It lets me know what
our clients are thinking about
The easiest way to get started is to search your industry Forrester and the world. It
and competitors and find out what they are Tweeting enables me to broadcast my
about for some useful ideas. Also search specific people ideas” (Business Week)
_______________
Facing up to Facebook
Facebook WHAT IS FACEBOOK?
_______________ Facebook is a free-access social
networking website. People can also
add friends and send them
While I got into Facebook messages, and update their personal
years ago, it took me a long profiles to notify friends about
themselves.
time to find the real business
benefits of a presence there. The website's name refers to the
Initially I joined a few interest paper facebooks depicting members
of a campus community that some
groups, located some friends US colleges and preparatory schools
and explored a little and then give to incoming students, faculty,
Credit: ClementPetit2 got bored. and staff as a way to get to know
other people on campus.
So now it was time to look a little deeper and work out WHAT YOU CAN DO WITH
what all the fuss was about. Firstly I rationalised it was a FACEBOOK
bit like the Yellow Pages and the White Pages combined. o Build brand awareness
Everyone you need to know is most likely there but they
o Develop online reputations
are hard to find and impossible to keep up-to-date with
unless you know what you are looking for. [Rick] o Recruit staff
o C on d u ct res ear c h on
While many people think it is for kids, the demographics competitors
for Facebook tell a very different story (see right).
o Develop leads for new
business
So it gives you a great chance to reach over 200 million
people worldwide but also to slice and dice them by the 35+ LEADING THE WAY
demographics that you want to target as well, using its There are in excess of 200 million
powerful demographic tools. active Facebook users globally. 3.2
million users are in the 24-54
demographic and the fastest growing
Generally its use has been on a personal level but demographic is 35 plus.
ongoing changes in the past year or so have opened up (Julian Lee, Sydney Morning Herald)
opportunities for businesses to set up their listings
within Facebook. It is no longer all about communicating
with friends and family.
Put simply it’s where the people you want to talk with are
and they are all willing to converse with you if you are of
interest to them.
No wonder traditional
advertising revenue MORE BASICS
models are being Connect and converse with existing
and potential clients/customers
threatened with many
free options that are Find any existing fans, groups and
more effective. events that are relevant to your
business/product/service
One of the most common perceptions we face is that Build an online reputation
people in business are too busy and it’s not worth their Learn about your clients/customers
time to find out what Facebook etc can do. Perhaps they
should be looking at it as an opportunity to improve VICTORIA’S SECRET PINK
some efficiencies in the way they communicate with
people they currently do business with or want to do
business with.
When we suggested to the CEO of a prospective client he Handle a crisis immediately and
should be blogging he told us, "I only have time for update consumers quickly
insights and not communicating with people". Be a thought leader by sharing
viewpoints, knowledge and expertise
Our answer to him was, “Then you are a perfect blogger.
Write your insights in blogs and let the world do the HOW TO START
communicating for you”. Research blogs in your industry and
read them to find out what they are
writing about. Use Alltop or
Blogs give everyone the opportunity to add their voice to Technorati to find the blogs. Then go
any relevant discussion and in doing so become an to a free blog site, we suggest
WordPress, sign up and off you go.
influencer, a thought leader, by adding real value.
Credit: Eflon outside their sphere of influence. Don’t use marketing babble
Early this year, US giant candy company Skittles created ONE OF THE BEST
quite a stir when they took a new approach to their
corporate site, changing it dramatically. As Michelle
Wohl, VP Marketing at Sprout said, "By removing all the
junk we think a website needs and simply linking to the
brands Social Media pages, Skittles is sending a powerful
message: customers thoughts and opinions shape the
brand". Huggies.com
SITE VOLUME
A client of ours, recently held concerns that when they
Site Volume allows you to enter
searched their full company name on Google, the website words or phrases in to see how many
didn’t appear in the search results. The main reason is times they are mentioned on Social
that we made no reference to that name in the content of Media sites Digg, MySpace, YouTube,
Flickr and Twitter. This is valuable if
the website or in the keywords. [We use a content management you want to see how popular
tool that creates websites. They have an area built in to make SEO keywords and phrases you are using
easier including keywords.] are.
We believe that these are some terms that people would They ignore paid search terms and
look at more than standard organic
search when trying to find a recruitment company. We of search results
course included the company name, location etc. They don’t just use Google, they use
Google Blog Search, wikis, YouTube,
If you want to be found you need to use the principles of Flickr, online forums etc to find the
information they want
SEP. Think about who you are trying to attract with your
content, where they will go looking and what they will
search for.
It’s all well and good to have online presences but what’s
the point if you are never found.
__________
Your two minutes of fame
Video and YouTube WHAT IS YOUTUBE?
_______________ “YouTube is a video sharing website
where users upload and share videos
(videos can also be set to private)”
We all know that YouTube is (Wikipedia)
a great tool for watching a
TV clip, music video or a PURCHASING DECISIONS
funny video, [The Ellen Show 57% of consumers said they watched
even has a regular segment for online videos to help them make
Web Videos people send her - purchasing decisions
(Nielsen Online research)
Nikki] but how can it be used
Photo: AP to build your brand? VIDEO FOOTAGE
Every single minute over 20 hours of
Increasingly in our business we are seeing the need to video footage is uploaded to
use video to tell our clients' stories effectively. The YouTube. In mid 2007, it was six
hours of video footage
Internet now affords us a cost effective delivery (YouTube Australia’s Official Blog)
mechanism and the proliferation of simple but effective
videos on the net (e.g. YouTube) allows us to produce it THE FLIP VIDEO
cost effectively by keeping the production simple. A great tool for shooting and editing
simple video on the run, specifically
Imagine a customer buys your product and instead of for Internet use, is the Flip Video
camera.
having to read a manual they can watch a video online.
At less then $200 it is an amazing
Or they can watch helpful advice and tips about your tool that all communicators should
latest service. carry with them these days.
You can also produce video that shows the real people
behind your business and create testimonials from real
customers to again have others talk about your company.
RSS
RSS stands for Really Simple Syndication and is used to
publish frequently updated works such as blog entries,
news headlines, video etc. (Wikipedia)
Podcasts
A combination of “iPod” and “broadcast”, a podcast
allows you turn your music, interviews or other audio
clips into files that can be distributed over the web (via
syndicated feeds).
Google Alerts
This tool allows you to enter keywords such as organic
juice, social media, recruitment etc, and will search blog
posts and the news for you and sends the results to your
email. It enables you to monitor conversations about you,
your company, your products/services and your industry.
__________
Psst…pass it on
Word-of-Mouth Marketing WHAT IS WORD-OF-MOUTH
MARKETING
_______________
Word-of-mouth marketing (WOMM),
encompasses a variety of
We recently came across an subcategories, including buzz, blog,
article by Joe Madese on viral, grassroots, cause influencers
and Social Media Marketing work
MediaPost about a report on with consumer-generated media.
Social Media. It said Social
Media fails as a marketing Because of the personal nature of the
communications between
medium and “among other individuals, it is believed that
things, the study finds that product information communicated
in this way has an added layer of
less than 5% of Social Media
credibility.
users regularly turn to these
Social Networks for Research points to individuals being
more inclined to believe WOMM than
guidance on purchase more formal forms of promotion
Credit: SFLoveStory decisions in any of nine methods; the receiver of word-of-
product and/or service mouth referrals tends to believe that
the communicator is speaking
categories. And that only 16% of Social Media users say honestly and is unlikely to have an
they are more likely to buy from companies that ulterior motive.
advertise on social sites."
TRUST ME!
Of course people don't turn to it for that specific According to Jupiter Research, online
Social Media users were three times
purpose. However like TV, radio and newspapers they are
more likely to trust their peers’
indirectly influenced by opinion, editorial and of course opinions over advertising when
to some extent advertising. So while people use Social making purchase decisions
(Social Network sites: Defining advertising
Media for a variety of reasons, as they do traditional opportunities in a competitive landscape,
media, it does result in the development of word-of- March 2007)
So whilst most people think a good seller has the gift of “The most important thing is to get
your hands dirty and actually
the gab that is definitely not the case. They must be experience it. It’s not enough to look
listening for problems to which they have a solution and over your teenagers shoulder to
then be able to position that solution in the context of experience the new digital
experience that’s out there. You have
solving the problem/s and nothing more. to live it, you have to make it
personal so you can actually sit in
the shoes of your customers because
Most inexperienced / unsuccessful sellers tend to over they’re the ones engaging in this
sell by focusing on features they want talked about rather new medium.
than the required benefits they bring to solve problems. Charlene Li, co-author of Groundswell and
is a former VP of Forrester Research
So when I am asked what are the tangible benefits that I “Most organisations insist the
see from Social Media I refer back to this basic principle Internet must bend to their will
instead of the other way round.”
and say that Social Media has the power to do what a Seth Godin, author of 10 best selling
good seller does by nature but to a much larger market. marketing books
Rather than develop word-of-mouth one person at a
time, if used properly it can do this en masse. [Rick] “We’re leaving the industrial age and
we’re fully racing into the
information age.”
Social Media can develop all the right attention quickly if Shelly Palmer, host of Media Bytes, a daily
news show about technology, media and
used properly while the traditional approaches to entertainment
advertising, marketing and selling are much slower and
much less convincing.
The most amazing statistic I found was that 60% of their Tax Accountants
currently most successful product lines did not exist two H&R Block used social media
marketing to raise their profile and
years ago. This is a company that is seriously re- build brand awareness. They have
inventing and rejuvenating itself. active presences on YouTube,
Twitter, Facebook and MySpace.
So when I saw the headline "Micro-blog big for Kodak" in They boosted their overall brand
The Media section of The Australian above a story by awareness by 52% and spend 0.5% of
their ad budget doing so.
Simon Canning I was eager to read all about it. (Marketing Sentinel)
_________
Where does this all lead WHAT’S NEXT
Conclusions Web 3.0
_______________ Of Web 3.0, Mark Cameron from
Australian Anthill magazine says,
“The next big evolution will be
It isn’t easy to write about connecting data to like data or ideas
yourself but people want to to ideas. This is the basic premise of
the semantic web”.
know that you are genuine.
WHAT OTHERS SAY
So how do you overcome
“So how to begin your brand’s move
this? Employ a professional into Social Media? By reaching out to
Credit: Mil8
to give some advice, talk people who are most interested in
about the benefits you offer your products and services. Discover
who your brand advocates are…or
to others and have others talk about how good you are who they should be. Figure out what
via the use of Social Media in particular. Social Media they like about you and what they’re
makes it easier for you to get across your brand’s interested in”. (Doug Schumacher,
iMedia)
personality to the relevant markets. That's the best way
to be authentic and genuine. “People don’t want to be talked at,
they want to be talked to”
(Blog Marketing)
Even if you still don’t want to convert to using social
media for business, at the very least you need to use it to “People communicate. And they use
listen to what others are saying about you, your whatever tools are available. I don’t
company, your products/services and your industry. know what tools they’ll be using
tomorrow because they’ll probably
be different. But here’s what they’re
While it’s easy to get started with Social Media and easy using today.”
Chuck Bogardus, Communications Geek
to make some progress and build business, it’s
important you start with a plan. That plan should identify “To have meaningful Social Media
not only what you are going to do but how you’re going impact, you must provide a critical
to measure your success and a set of rules (policy) that mass of content that will position
you and your organisation as
governs how you and others will represent who you are thought leaders within your market
and what you do. niche.” Newt Barrett, Web 2.0 Journal
We have experience working with Social Media and have a IF IT’S GOOD ENOUGH FOR THEM…
number of clients in different industries and different Such is the popularity and
countries. As such we are very well placed to assist significance of Social Media, many
major business are not only
anyone to develop their plans and policies and employing these practices but
implement some best practices in Social Media Marketing actually employing Social Media
consultants to help them.
to build their business in a cost effect manner.
Pizza Hut recently employed a
We have three key rules that we hammer clients with so I Twintern who was responsible for
getting the word out on Twitter,
will leave them with you: Facebook and other social
networking sites.
Be what you say ... and say what you be
Other major companies such as
Starbucks, Dunkin Donuts, Victoria’s
Don't talk about the organisation ... talk about the Secret, Apple and Amazon have all
benefits you bring to others embraced the Social Media evolution.