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Organizational Uses of Social Media

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on 17 November 2015

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Transcript of Organizational Uses of Social Media

Do you really know Social Media?
forms of
electronic communication
through which users create
online communities
to share information, ideas, personal messages, and other content

Presneted by
Samantha Herbergs
Owen Li
Yu Liang
Yuanhan Ji
Yun-siang Peng

How popular is Facebook?
Different Users of Social Media
Different purposes when using of Social Media
Corporate Uses of Social Media
Very useful in locating new employment opportunities
86% of 100 largest companies on the Fortune 500 list participated on social media
28% of them have continued to grow their usage patterns of social media
Web of relationships can be effectively leveraged
Fashion in Taiwan
Hotel Industry Worldwide
Accounting in USA
Banking in China
Beverage in USA

We are going to talk about...
Hey! Prize involved! Stay tuned!
Organization Use of Social Media
400 million members worldwide as of October 30, 2015
Revenue for Q3’15 was $780 million
LinkedIn reaches 200 countries
CEO’s have an average of 930 connections
45% of users are in upper management positions

LinkedIn-Corporate Uses
Manage your professional identity
Build and engage with your professional network
Access knowledge, insights and opportunities
Mission: connect the world's professionals to make them more productive and successful

Facebook Global Market
510 comments are posted
293,000 statuses are updated
136,000 photos are uploaded.
30 million Small Businesses with Active Pages
93% use social media for business
42% Facebook is critical
Some Statistics...
What is Wechat?
: A mobile text and voice messaging communication
Service developed by Tencent in China, first released in January
2011. It is one of the largest standalone messaging apps by
monthly active users.

By the end of Q1 2015:
200 countries
WeChat monthly active users reached
549 million
8 million+
official accounts
WeChat mobile payment users reached
400 million

More than just Social Media
Official Account Type?
Wechat-Banking Industry
The functions that WeChat provides are by far surpassing all other social media platforms
Wechat is not only used between friends, but also by businesses in China now.

For the 80% of WeChat at users following an official account, the main purpose is to get information.
Chinese banks launch new services using WeChat

Banks use official accounts to build their reputation
Bank managers connect with customers by Wechat
Check account balance and financial information by themselves
Buy financial products through their WeChat accounts, e.g. China Merchant Bank, China Everbright Bank

-Wechat helps traditional banks transfer to E-banks
-Clients find that social media is making their life easier.

Coca-cola on Instagram
Coca-Cola Performances
Social Media in Food & Beverage Industry
Coca-Cola has separate Twitter feeds for each of the local markets in which it operates.
The main Twitter feed has just over 700,000 followers and has tweeted more than 75,000 times.
The social team use Twitter to respond to @mentions. Including complaints, follow requests, compliments and general chitchat.

Coca-Cola Performances
Share a coke
Social Media in Food & Beverage Industry
Instagram is an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them on a variety of social networking platforms
Instagram was created by Kevin Systrom and Mike Krieger, and launched in October 2010 as a free mobile app.
Facebook acquired the service in April 2012 for approximately US$1 billion in cash and stock.

86% of top global brands use Instagram
share content
Run contests

Social Media led consumers’ views on Food Brands “They go on Doctor Google”

The Reasons:
1. Online Word-of-mouth communication
2. Consumers interaction in online social networks

One of the most liked American brands
Social medias help to build connections between brand and individuals.
What social media means to Coca-Cola? -“We want our Company’s more than 150,000 associates in more than 200 countries to join those conversations, represent our Company, and share the optimistic and positive spirits of our brands.”

Exploring the motivations of Facebook users in Taiwan
Facebook Market in Taiwan
Enhance the customer service
Cost effective
realize frustrated customers timely
solve problems in time
measure customer satisfaction
Facebook marketing for fashion industry in Taiwan
Facebook for Fashion Industry
Better educate their clients about their service offerings
Identify opinion leaders, key influencers and assist in timely responding to client needs

Accounting Uses of Social Media
What do firms post about?
50% of firms are tracking leads through their website and social media efforts
Daily posters see an average of 3.1% increase in leads
75% of firms look at their analytics from posting on social media
20% of firms are looking to add LinkedIn
Results of Social Media Use
Don’t engage in social media due to :
-the fear of appearing unprofessional
-posting some wrong information
-being misunderstood

Struggling with the basics of social media

Don’t utilize tools and resources

Downfalls of Social Media
Set goals for using social media
Post more often
-use tools like Hootsuite, TweetDeck, or others to help improve the efficiency of social media activity
Train employees on social media use
Manage and track social media efforts
Implement a social media policy
Tell your contacts how they can connect with you

Best Practice for Accounting Firms
395 participants who must have worked for an accounting firm, state CPA society or are a vendor/consultant to the profession
Social CPA Survey
@HiltonHotels @StarwoodBuzz
Four Seasons Hotel and Resort
Kimpton Hotel
What are the advantages?
1,970 Corporations
96% use Facebook
85% effective

Enhance accelerating accounting information deployment.

Contribute to the growing trend of contemporary issues in accounting.

Build awareness and communicate changes in financial indicators.

Accounting Uses of Social Media
63 million fans to main Facebook page
More than a week without posting anything
Interestingly, the Diet Coke page has attracted two million ‘likes’ by posting daily updates of fashion content and pictures of the Diet Coke man.

In 2012, the “Share a Coke” program was first introduced in Australia.
Has been launched in more than 50 countries.
From June 2 through July 14, more than 125,000 posts about the campaign across all channels

Fairmont Hotel and Resort
Our Research-Primary Data
Let's have some fun!
Please like us and follow us!
Overall message
Around the world, social media provides companies a method to learn about, target and expand their audience.
Social Media in Banking Industry
Most of the top 50 banks are well behind other companies in their use of social media.
Social media allows banks to gain additional customer insight, to build communities by strengthening relationships, and to stand above the competition.
Social media offers banks an inexpensive way to build virtual communities and connect with consumers by promoting events, highlighting sponsors, demonstrating transparency, and strengthening their brand.

Best Practice for Banking Industry
Encourage more clients to follow official accounts
Let clients get used to do some normal transactions by themselves
Do the survey of social media every month to find out the most effective way
Training employees about how to use

Banks need to start taking the Social Media industry seriously and develop a clear strategy. But the area is full of gap and need much more efforts and attitude from the banks.
Research Collected
Statistical Data – Company practice
Interviews – Company Social Media Platforms
Survey – Individual uses of social media

Don't create a dummy account for your business page.
Add a recognizable profile picture.
Choose an engaging cover photo.
Optimize the descriptions of your profile picture and cover photo by adding links.
Bonus: Integrate your profile picture with your cover photo

Best Practice for Fashion Industry
Stay engaged with your follower
Evolvement, prize, campaign
WOM on Social Media
Getting more active on main social media accounts
Set up more interesting programs

Best Practice for Beverage Industry
Soure: Twitter/Company, Sep 2015
Source: Mapbox.com
Our Interviews
Our Survey
Source: Dubihlela, Job, and Rosebud Rundora, 2015
Source: Statistic.com, Sep 2015
Soure: MKG Global Hotel, 2014
15 minutes later
Full transcript