Twitter, LinkedIn & Facebook for Business

1. Trainer: Joanne Jacobs Email joanne@joannejacobs.netPhone +44 (0)7948 318 298 Skype bgsbjj Twitter @joannejacobs Twitter, LinkedIn & Facebook for Business Social Media in Business, Training Jan 2012 Image source: ttp://www.flickr.com/photos/32931740@N06/3256859352

2. Social Media in Business, Training Jan 2012 Overview • Session 1: Growth, role and effectiveness of Twitter, Facebook and LinkedIn • Session 2: Using Twitter for business • Session 3: Using Facebook for business • Session 4: Using LinkedIn for business • Session 5: Measurement of ROI for Twitter, Facebook and LinkedIn • Session 6: Social strategy auditing and renegotiation, social tools-to-watch. Image source: http://www.flickr.com/photos/40518938@N00/3231178720

3. Social Media in Business, Training Jan 2012 Session 1: Growth, role and effectiveness of Twitter, Facebook and LinkedIn

4. Social Media in Business, Training Jan 2012 Image source: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

5. Social Media in Business, Training Jan 2012 Image source: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

6. Social Media in Business, Training Jan 2012 • Facebook has over 845 million active users (US SEC statement, February 2012). • Estimated advertising revenue in 2011: US$4.27 billion (Emarketer, September 2011) Image source:http://en.wikipedia.org/wiki/File:Facebook_popularity.PNG

7. Social Media in Business, Training Jan 2012 • Twitter surpassed 200 million tweets per day in June 2011. • Twitter has over 100 million active users, 50% of which log in every day. Image source: http://mashable.com/2011/06/30/twitter-200-million/

8. Social Media in Business, Training Jan 2012 • LinkedIn has 150 million members (though not all may be active) • Q4 2011 revenue approximately US$170 million (WSJ, February 2012) Image source: http://www.hitgeist.com/

9. Social Media in Business, Training Jan 2012 Marketing & social media Social media now mainstream aspect of all business planning Image source: http://www.flickr.com/photos/ronin691/3953972368/

10. Social Media in Business, Training Jan 2012 Listening methodology (listen first, respond second, link third) now widely understood Image source: http://www.flickr.com/photos/cambodia4kidsorg/4075118145/

11. Social Media in Business, Training Jan 2012 Reputation measurement growing in sophistication, and social graph now widely used to measure influence Image source: http://www.flickr.com/photos/marc_smith/4618279087/

12. Social Media in Business, Training Jan 2012 Marketing opportunities now moving beyond brand awareness to more business communication and product management activities Image source: http://www.flickr.com/photos/37803129@N00/2891780918

13. Social Media in Business, Training Jan 2012 Largest growing group of social media users are 55+ years of age 2 in 5 social media users access content via a mobile device (US stats, Nielsen) As number of social media users grow, so does use sophistication and lack of tolerance for poor marketing practices Image source: http://www.flickr.com/photos/magnetbox/4337869159/

14. Social Media in Business, Training Jan 2012 Engaging with existing clients • Social media use variation: • Customer service channel • Product development channel • Brand advocacy channel • Supply chain management channel • Speed of response is crucial • Should not dictate client interactions • 'Active listening' Image source: http://www.flickr.com/photos/birgerking/4731898939/

15. Social Media in Business, Training Jan 2012 Engaging with new clients • Consumer/customer research • Active listening as research • Warm leads approach • Converting online to offline and back again Image source: http://www.flickr.com/photos/26341587@N04/4280203413/

16. Social Media in Business, Training Jan 2012 Engaging with influencers • Influencers as product experts • Influencers as subject experts • What influencers will and won't do • Reporting on influencer-led activities Image source: http://www.flickr.com/photos/54238124@N00/2278072114

17. Social Media in Business, Training Jan 2012 Pitfalls of dealing with influencers • Influencers are not celebrity endorsers; should not treat them as brand advocates • Influencers are honest before they are loyal • Influence is based on niche service consistency, not on popularity • Failing to engage an influencer appropriately can be more damaging than traditional crises. Image source: http://www.flickr.com/photos/38451115@N04/4971477142

18. Social Media in Business, Training Jan 2012 Growth summary • Facebook: Growth plateauing, but still largest used social media site in the world. Revenue growth steady. • Twitter: Growth plateauing, but number of active users increasing and revenues increasing. • LinkedIn: Growth steady with recession as the network is used for recruitment and job hunting. Revenues steady. Imagesource:http://commons.wikimedia.org/wiki/File:Pictofigo-Growth.png

19. Social Media in Business, Training Jan 2012 Role summary • Facebook: Used for personal communications, advocacy, customer service, accessing existing clients. • Twitter: Warm leads, research, direct and immediate customer service. • LinkedIn: Complex problem solving, recruitment. Imagesource: http://commons.wikimedia.org/wiki/File:Social_Media_Marketing.jpg

20. Social Media in Business, Training Jan 2012 Effectiveness summary • Facebook: Accessing broader age and social ranges over time. Subject to ‘Facebook fatigue’. • Twitter: Highly effective over short periods of time. Subject to ‘Streisand effect’. • LinkedIn: Slow steady growth in effectiveness for problem solving, recruitment. Imagesource: http://commons.wikimedia.org/wiki/File:Shake_hand.jpg

21. Social Media in Business, Training Jan 2012 Session 2: Using Twitter for business Image source: http://www.twitterbird.com/

22. Social Media in Business, Training Jan 2012 Twitter: SWOT STRENGTHS High user base Focused content Immediacy WEAKNESSES High exposure Tweets are ‘lost’ quickly Scalability THREATS Google+, Facebook timeline User fatigue OPPORTUNITIES Direct customer access Co-creation Closed networks (B2B)

23. Social Media in Business, Training Jan 2012 Twitter: Use variations • LISTENING: • Research • Lead generation • Customer service • SHARING: • Reports on business • Sharing links to content in your area of expertise • Discussion with experts, collaborators • OPERATIONS • Order tracking (logistics) • Issue tracking and resolution Image source: http://techno-time.blogspot.com/2012/02/how-to-add-flying-twitter-bird-to-blog.html

24. Social Media in Business, Training Jan 2012 Twitter: Deployment and resourcing • State clearly your objectives for your twitter account to entire firm. • Develop a flow chart for handling of messages and allocation of issues needing to be tracked – make this accessible to all staff • Develop succession planning and team expansion plans for successful deployment • Review strategy and ensure resourcing meets growth projections.

25. Social Media in Business, Training Jan 2012 Twitter: Crisis management • Negative feedback on twitter is inevitable. • Handle negative feedback initially by being open to critique. • Admit errors, delete any offensive posts (this will not delete entirely). • If evidence of trolling exists, block user(s). Do this with EXTREME CAUTION.

26. Social Media in Business, Training Jan 2012 Responding to negative feedback

27. Social Media in Business, Training Jan 2012 Twitter Case Studies • CASE ONE: Orange UK Tweet-a-gram • CASE TWO: STA Travel • CASE THREE: Avanade(Qs answered on YouTube)

28. Social Media in Business, Training Jan 2012 Session 3: Using Facebook for business Image source: http://blogbymikeberry.blogspot.com/2011/08/facebook-addresses-privacy.html

29. Social Media in Business, Training Jan 2012 Facebook: SWOT STRENGTHS Most active website Users comfortable with conversation Targeted advertising WEAKNESSES New players struggle to appear in timeline Hard to access new markets THREATS Facebook fatigue New entrants in social networking Corporate policies against use. OPPORTUNITIES Customer service Premium content Engaging community in product development.

30. Social Media in Business, Training Jan 2012 Facebook: Use variations • COMMUNITY BUILDING: • Discounts • Content competitions • Fundraising / local support. • CUSTOMER SERVICE: • Issue resolution • How-tos • Premier content services • OPERATIONS • Market research • Advertising

31. Social Media in Business, Training Jan 2012 Facebook: Deployment and resourcing Use facebook resources which meet objectives. Monitor conversations in the channel and moderate only where necessary Consider Facebook advertising as a means of increasing brand engagement Budget for changes occurring to the Facebook interface at least annually Ensure staff are adequately trained in appropriate business conversations online.

32. Social Media in Business, Training Jan 2012 Facebook: Crisis management • Negative feedback on Facebook is inevitable. • Handle same as for twitter, but in comments, best to ask for recommendations in how to alter business practice. • Again, admit errors. • DO NOT DELETE POSTS UNLESS THEY ARE CLEARLY HARRASSING OR OFFENSIVE.

33. Social Media in Business, Training Jan 2012 Responding to negative feedback Heinz case study – positive response to negative feedback http://www.clickz.com/clickz/news/2125588/heinz-facebook-flub-engagement-flurry

34. Social Media in Business, Training Jan 2012 Facebook Case Studies • CASE ONE: VodafoneUK Customer Service • CASE TWO: Burberry LFW live streaming of fashion show • CASE THREE: Zappos Community

35. Social Media in Business, Training Jan 2012 Session 4: Using LinkedIn for business Image source: http://www.duoblogger.com/linkedin-vs-facebook-5-reasons-why-linkedin-rocks-harder-than-facebook/3172/

36. Social Media in Business, Training Jan 2012 LinkedIn: SWOT STRENGTHS Business users Useful Q&A and Group systems Easy to track user interests WEAKNESSES Not particularly useful for immediate communications Time sink THREATS Alternative business expert networks (Eg: Plaxo, etc) Influencer networks Group fatigue. OPPORTUNITIES Market research Lead generation Advocacy of influencers

37. Social Media in Business, Training Jan 2012 LinkedIn: Use variations • RESEARCH: • Intelligence gathering • Lead generation • Problem identification • RECRUITMENT: • Network path analysis • Tracking recommendations • Job offers / job placement notices • OPERATIONS • Closed group newsletters / noticeboards • Corporate content sharing (eg: Slideshare)

38. Social Media in Business, Training Jan 2012 LinkedIn: Deployment and resourcing Ensure Groups have clear user engagement strategy (ie: don’t use exclusively for sending messages) Train staff in user tracking to maximise lead generation tactics Review strategy at least twice annually to pick up new functionality of the network Use LinkedIn at least as a supplement to traditional recruitment strategies.

39. Social Media in Business, Training Jan 2012 LinkedIN: Crisis management • Negative feedback less likely on LinkedIn, but should not be disregarded. • Openness required, and feedback should be taken seriously as critics are identifiable. • Crucial to report on changes as a result of feedback to LinkedIn communities. • Don’t delete posts, but create links to reports of changes in response to criticism.

40. Social Media in Business, Training Jan 2012 LinkedIn Case Studies • CASE ONE: Evalueserve (lead generation) • CASE TWO: Social Media Today Group (Market research; intelligence mining) • CASE THREE: L’Oreal, Dixons (recruitment)

41. Social Media in Business, Training Jan 2012 Session 5: Measurement of ROI for Twitter, Facebook and LinkedIn

42. Social Media in Business, Training Jan 2012 Meaningful measurement • Measurement must align with objectives • Quantitative measures less useful than qualitative • Cost reductions best means of indicating intangible benefits • Various tools available (see next slide) GENERAL RULE: If it's easy to measure, it's probably not worth measuring. Image source: http://www.flickr.com/photos/99771506@N00/5890431924

43. Social Media in Business, Training Jan 2012 Tracking tools • Blog search: http://blogsearch.google.com/ , http://addictomatic.com/ , http://www.blogpulse.com/; • Brand metrics: http://www.howsociable.com/ , http://socialmention.com/. • http://www.twazzup.com/ - creates a dashboard on tweets including/referring to keywords. • http://monitor.wildfireapp.com/ - compare competing Fb or twitter performances • http://youropenbook.org/ - fb mentions • http://twitalyzer.com/ - analyses twitter user accounts • http://twapperkeeper.com - keeps an archive of tweets for a hashtag • http://www.kurrently.com/ - search engine for facebook and twitter • http://socialseek.com/app/home - create a dashboard for keywords • http://www.samepoint.com/ - reputation manager search engine.

44. Social Media in Business, Training Jan 2012 Activity & influence • Klout measures: • Frequency and 'value' of interactions across a range of network • Peer Index measures: • Engagements over time in subject areas and based on feedback/conversations • PeopleBrowsr measures: • Activity as well as more traditional achievement oriented measures (qualifications, community appeal) and sets this in terms of audience reach Activity not a useful measure of actual influence.

45. Social Media in Business, Training Jan 2012 Activity & influence Research.ly results for Greenpeace from http://rs.peoplebrowsr.com/

46. Social Media in Business, Training Jan 2012 Measurement for Facebook • Always measure based on objectives for the channel! • Customer satisfaction • Engagement/problem resolution • Sales • Real world site visits • ROI: Cost of customer retention

47. Social Media in Business, Training Jan 2012 Measurement for Twitter • Always measure based on objectives for the channel! • Speed of issue response • Customer acquisitions • Page visits from linked content • Influence/sharing • ROI: Cost of customer acquisition

48. Social Media in Business, Training Jan 2012 Measurement for LinkedIn • Always measure based on objectives for the channel! • Recruitment savings • Problem resolution • Knowledge management • Idea generation • ROI: Cost savings for research/recruitment

49. Social Media in Business, Training Jan 2012 Session 6: Social strategy auditing and renegotiation, social tools-to-watch

50. Social Media in Business, Training Jan 2012 Reporting & strategy change • Need to report on objectives, and acknowledge how changing tech landscape either assists or inhibits campaigns • Need to report to all stakeholders of a campaign, including influencers • Strategy change should be pursued where failure criteria are ‘met’ Image source: http://www.flickr.com/photos/kokogiak/37265634/