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A presentation to facilitate a discussion about the benefits of social media for SMEs at a meeting of the North Midlands Group of the Institute for Independent Business (IIB)

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Iib presentation

  1. 1. Getting you social! Institute for Independent Business North Midland Group 2 February 2012
  2. 2. Popular social media sites • 30 million unique UK Facebook users • 26 million UK Twitter users • 10% of UK population on Linkedin • Brits watch more than 5.5m online videos a month 2
  3. 3. Social media marketing can help• Reach new customers• Keep existing customers connected• Drive traffic to your website• Improve your reputation But you must have a strategy or plan… 3
  4. 4. Set goals Set specific, measurable, achievable, realistic, time-specific objectives in line with your marketing and business objectives:• Market share – sector/country specific• Increase profit – reduce costs• Survival - growth• Awareness 4
  5. 5. Build your online community• More than 70% of organisations worldwide are active on social media• Majority of Britons now use social networking (ONS – 57% of adults up 14% on last year)• Network with your target audiences online 5
  6. 6. Monitor conversations• Complaints – If you catch something early, you can demonstrate good customer service• Compliments – Great source of testimonials to help persuade other people of the value of your service• Expressed needs – Respond sensitively to requests for help• Competitors – Keep your friends close, & your enemies closer! 6
  7. 7. Monitor conversations (cont...)• Crowds – Following the crowds gives you a great insight into current thinking on certain topics• Influencers – Know who they are and their opinion of your service to help you decide who to choose as advocates• Crisis – Tracking “crisis” keywords serves as an early warning system before an issue goes mainstream 7
  8. 8. Interact with your community Useful tools Recommended applicationTwitter Posting links to websites, Dealing with customer enquiries and images, comments complaints, driving sales, raising product awarenessFacebook Posting images, videos, Dealing with customer enquiries and comments, links complaints, driving sales, raising product awarenessYouTube Posting videos and Raising product awareness, driving comments salesLinkedin Posting links to websites, Raising product awareness, driving images, comments salesBlog Posting images, videos, Raising product awareness, driving comments sales 8
  9. 9. Integrate all your marketing• Links in your e-mail signature• Links on your website• Interlink all of your social media channels• Send an update to your e-mail list• Use quotes from your social media community in your other marketing materials 9
  10. 10. Some examples… 10
  11. 11. Ramsdens Solicitors www.ramsdens.co.uk• Links to social media on website homepage• Twitter (plus box on website showing recent tweets) (www.twitter.com/ramsdens) with over 1,600 followers• Blog (accessed via website) regularly updated original content• Linkedin ( www.linkedin.com/company/ramsdens-solicitors-llp ) Company page with 200 followers 11
  12. 12. Kingspan Insulated Panels www.kingspanpanels.com• Links to social media on website homepage• FB page ( www.facebook.com/Kingspan-Insulated-Panels-UK ) with interesting content and some engagement• Active Twitter profile ( www.twitter.com/Kingspanpanels ) with almost 600 followers• YouTube channel ( www.youtube.com/kingspanpanelsUK ) where 18 videos have had over 12,500 views 12
  13. 13. Screwfixwww.screwfix.com • Links to online community on homepage • Community forum • Very active Twitter ( www.twitter.com/screwfixdotcom ) with almost 7,500 followers • Very popular FB page ( www.facebook.com/screwfix) with over 31,500 “likes” & lots of comments • YouTube channel ( www.youtube.com/screwfix) where over 500 videos have had over 500,000 views 13
  14. 14. Useful resources• Going Social: How businesses are making the most of social media KPMG, 2011 http://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/going-social.pdf• UK social media statistics as we enter 2012 http://www.business2community.com/social-media/uk-social-media-statistics-as-we-enter-2012-0115548• 25 business-tastic b2b social media case studies http://econsultancy.com/uk/blog/8148-25-business-tastic-b2b-social-media-case-studies• UK b2b social media case studies http://www.slideshare.net/IFslideshares/uk-b2b-social-media-case-studies If you would like more tips on social networking, why not connect with me: Twitter - @HelenKitchen_PR LinkedIn – Helen Kitchen PR Facebook – HelenKitchenPR Blog – www.helenkitchen-pr.co.uk Give me a ring 07870 213974 or drop me an email helen@helenkitchen-pr.co.uk 14