20 MAY 2011 growing your business    in a digital world
I’m Allister
something  big ishappening
1x     15,000x
Our journey to connectednessConnectedness                1970   1980   1990   2000   2010
social media  changes everything
Social Media comprises onlineapplications, platforms and mediafocused on collaboration, sharingand interaction between use...
“It’s just people having conversations online”
Presentations             Search        Video Sharing                                     Wikis    RSS          Microblogg...
An average hour online                                                                                  +159%             ...
Top 10 Uses of Social Media        Meet new people                                                 To share new experience...
Younger Me (1993)
Older Me (2008)
Today Me (2011)
of people trust recommendations                               from people they knowSource: Nielsen Online “Nielsen Global ...
What do we trust?                                                                 Trust        Trust      Don’t trust   Do...
A day in the life of a Tweet               Photo                   Posted to                  Retweeted               take...
social is everywhere
advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being boring.
from shouting to conversing
Marketing in a Digital World
Paid Owned Earned
on Halloween we eat a lot                                  of sausage. That’s                                  tradition. ...
tips for marketers
invest insocial leadership
invest insocial players
invest intools & expertise
develop yourSRO strategy   SRO = Social Recommendation Optimisation
listen, then   engage
go where the audience is
createsocial objects
use multiple interfaces
make it betterwhen shared
show some             personality Juvenile                  Companydelinquent                  robot
fail fast,learn faster  (again and again…)
What’s the cost of not being social?
Thank you for listening
http://allisterfrost.com          alfrost@microsoft.com          @allisterf© 2011 Microsoft Corporation. All rights reserv...
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
HP Business Answers Forum - Allister Frost - Digital Marketing
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HP Business Answers Forum - Allister Frost - Digital Marketing

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Allister Frost talks about small businesses and digital marketing. This presentation was given at HP's small business forum in May 2011. http://linkd.in/jlftcA

Thanks http://allisterfrost.com.

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HP Business Answers Forum - Allister Frost - Digital Marketing

  1. 1. 20 MAY 2011 growing your business in a digital world
  2. 2. I’m Allister
  3. 3. something big ishappening
  4. 4. 1x 15,000x
  5. 5. Our journey to connectednessConnectedness 1970 1980 1990 2000 2010
  6. 6. social media changes everything
  7. 7. Social Media comprises onlineapplications, platforms and mediafocused on collaboration, sharingand interaction between users.
  8. 8. “It’s just people having conversations online”
  9. 9. Presentations Search Video Sharing Wikis RSS Microblogging Photo Sharing Podcasting BookmarkingBlogging Professional Social Networking
  10. 10. An average hour online +159% +11%+84% -66%-36% Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)
  11. 11. Top 10 Uses of Social Media Meet new people To share new experiencesStay in touch with friends To share knowledge To feel like I belong To promote myself Make contacts for work Fun / entertainment To earn respect To change opinions Source: Universal McCann Wave Study 4 / % of active internet universe
  12. 12. Younger Me (1993)
  13. 13. Older Me (2008)
  14. 14. Today Me (2011)
  15. 15. of people trust recommendations from people they knowSource: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  16. 16. What do we trust? Trust Trust Don’t trust Don’t trust completely somewhat much at all Recommendations from people I knowCONVERSING Brand web sites Consumer opinions posted online Editorial content like newspaper articles Brand sponsorships Ads on TV Ads in newspapers Ads in magazines Ads on radioSHOUTING Billboards & other outdoor advertising E-mails I signed up for Ads before movies Ads served in search engine results Online video ads Online banner ads Text ads on mobile phonesSource: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  17. 17. A day in the life of a Tweet Photo Posted to Retweeted taken Twitter Enters the blogosphere Posted to Indexed by Facebook Google/Bing Submitted to social bookmarking sites Used in office Forwarded around e-mails the web, foreverInspired by www.ngonlinenews.com
  18. 18. social is everywhere
  19. 19. advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being boring.
  20. 20. from shouting to conversing
  21. 21. Marketing in a Digital World
  22. 22. Paid Owned Earned
  23. 23. on Halloween we eat a lot of sausage. That’s tradition. Is anyone dressing up as a sausage for Halloween this year? next week is pub week, and sausage week, and then Costume Halloween so we must eat Party pumpkin pie and toffee apples? Did I miss pie week? Going Happy Candy DressLove
  24. 24. tips for marketers
  25. 25. invest insocial leadership
  26. 26. invest insocial players
  27. 27. invest intools & expertise
  28. 28. develop yourSRO strategy SRO = Social Recommendation Optimisation
  29. 29. listen, then engage
  30. 30. go where the audience is
  31. 31. createsocial objects
  32. 32. use multiple interfaces
  33. 33. make it betterwhen shared
  34. 34. show some personality Juvenile Companydelinquent robot
  35. 35. fail fast,learn faster (again and again…)
  36. 36. What’s the cost of not being social?
  37. 37. Thank you for listening
  38. 38. http://allisterfrost.com alfrost@microsoft.com @allisterf© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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