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The Social Web for Small Business

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  • + ED_Solutions_Inc Mark James 2 months ago
    Well done...great description of tactic vs. strategy!
  • + nathanbush Nathan Bush 2 months ago
    Nice work Jonathan - totally agree with platforms being merely tools
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Notes on slide 1

Twitter has seen astronomical growth since launch two years ago. Yet it has seen that growth overtake all expectations in the first part of 2009 as mainstream media has cottoned on to the potential. With more awareness comes more users. Whether this huge upward trend continues or whether it fades over time, there is no doubt that right now, Twitter is where hundreds of thousands of people want to be. And therefore now is when businesses should tap into that stream.

For most people, social media looks like this. YouTube, facebook, Twitter etc.

For most people, social media looks like this. YouTube, facebook, Twitter etc.

I would suggest that social media is the entire internet. Sending an email is a social activity of communication. Building a website intended for others to read and interact with is a social activity. Surfing Google is a social activity as the results have been refined and influenced by other users to increase relevance.

The audience is now as powerful as the media. A guy in his bedroom can now create a broadcasting empire with a blog, a video camera a laptop and a phone. Used well, he can reach hundreds of thousands of people with his message – something that previously was only possible for big business with large budgets. This shift is the reason why businesses cannot ignore social media. It is already happening, whether you choose to be a part of it or not.

But your employees are also connected. Some businesses restrict certain websites in their offices, blocking access. When everyone else is talking about your business, why would you handicap your own troops? Sure, I don’t mean to suggest your employees should be playing and watching funny YouTube videos all day. But, if you implement clear guidelines of acceptable usage and train your staff how to interact professionally in a way that represents the brand, your staff become a powerful engaging resource.

So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.

So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.

So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.

So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.

So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.

Should you care that Trib doesn’t like the coffee? Can one person’s whinge really make a difference? Well, Trib is followed by over 4,000 people – far more than the 7 people we would normally assume. Trib is a popular and highly influential Twitter user – something he says has a genuine impact. But whether a person has 4000 or 400 followers, the knock on effect is huge. One of those followers can retweet the original tweet, taking it to a further audience. That can be retweeted again. And again. Some messages have been retweeted a number of times, reaching potentially hundreds of thousands of people. Don’t you want that message to be positive? If there are negative messages out there, wouldn’t you want to respond and turn that perception around?

When I was a boy, there was a corner shop near our house. Mr and Mrs Roberts had run that shop for decades. They knew my name. They knew the names of all the kids and all the families that came in the shop. They knew when it was my pocket money day when I walked in with my 35 pence to spend on penny chews and comics. My family moved away to Australia when I was seven. Years later, I returned to that street and of course the shop was gone. The local shops had changed, replaced by supermarkets and major retailers. But, nearly thirty five years later, I still remember their names. I still remember watching them slice the cheese for my mum and the layout of the sweets display. I still remember how they treated everyone who entered the shop.

When I was a boy, there was a corner shop near our house. Mr and Mrs Roberts had run that shop for decades. They knew my name. They knew the names of all the kids and all the families that came in the shop. They knew when it was my pocket money day when I walked in with my 35 pence to spend on penny chews and comics. My family moved away to Australia when I was seven. Years later, I returned to that street and of course the shop was gone. The local shops had changed, replaced by supermarkets and major retailers. But, nearly thirty five years later, I still remember their names. I still remember watching them slice the cheese for my mum and the layout of the sweets display. I still remember how they treated everyone who entered the shop.

When I was a boy, there was a corner shop near our house. Mr and Mrs Roberts had run that shop for decades. They knew my name. They knew the names of all the kids and all the families that came in the shop. They knew when it was my pocket money day when I walked in with my 35 pence to spend on penny chews and comics. My family moved away to Australia when I was seven. Years later, I returned to that street and of course the shop was gone. The local shops had changed, replaced by supermarkets and major retailers. But, nearly thirty five years later, I still remember their names. I still remember watching them slice the cheese for my mum and the layout of the sweets display. I still remember how they treated everyone who entered the shop.

The mass market changed everything. Technology, industrialisation and the ability to mass market a message through new media like television and radio allowed businesses to scale up their operations to immense proportions. But one thing they could never scale up was the relationship – the engagement. A television commercial doesn’t know your name. A supermarket of checkouts and shelf stackers is too busy to chat – reducing the customer conversation to ‘next, please’, ‘do you want fries with that’ and ‘do you have a fly buys card?’

The mass market changed everything. Technology, industrialisation and the ability to mass market a message through new media like television and radio allowed businesses to scale up their operations to immense proportions. But one thing they could never scale up was the relationship – the engagement. A television commercial doesn’t know your name. A supermarket of checkouts and shelf stackers is too busy to chat – reducing the customer conversation to ‘next, please’, ‘do you want fries with that’ and ‘do you have a fly buys card?’

Finally, technology gives us the ability to scale up those customer relationships. Finally, it is possible for businesses large and small to have those conversations on a scale that makes business sense. Finally, we are able to put the individual customer back at the centre of commerce again – where they were for thousands of years before we forgot about them in the pursuit of the mass market.

A true relationship means listening and responding, not just broadcasting.

A true relationship means listening and responding, not just broadcasting.

A true relationship means listening and responding, not just broadcasting.

A true relationship means listening and responding, not just broadcasting.

A true relationship means listening and responding, not just broadcasting.

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The Social Web for Small Business - Presentation Transcript

  1. The Social Web for Small Business The Social Web for Business Jonathan Crossfield 15th September 2009
  2. The statistics are exciting
    • Over 70% of Australian internet users visited a social networking site in June 2009*
    *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009 The Social Web for Small Business
  3. Online behaviour is evolving
    • Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008*
    *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009 The Social Web for Small Business
  4. Twitter is seeing astronomical growth The Social Web for Small Business *courtesy Hitwise Australia, July 2009 (Hitwise.com.au)
  5. But businesses keep asking the wrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Small Business
  6. There is a better question How can I use the social web to help consumers achieve their goals? The Social Web for Small Business
  7. Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 The Social Web for Small Business
  8. Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where they’re going http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 The Social Web for Small Business
  9. Knowing the customer goal may reveal a better tool http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 Wow! Cleanest driveway in the street! The Social Web for Small Business
  10. Why should my business care? WHY The Social Web for Small Business
  11. Human behaviour is the key! The Social Web for Business
  12. The ANT Approach A N T nthropology ot echnology The Social Web for Small Business
  13. ANT businesses are taking over The Social Web for Small Business
  14. Google – designed for users, not businesses The Social Web for Small Business
  15. Twitter – tapped into social behaviour The Social Web for Small Business
  16. Amazon – made buying books easier The Social Web for Small Business
  17. So, what is the social web? WHAT The Social Web for Small Business
  18. You might think social media is this The Social Web for Small Business
  19. These are just tools – snow shovels The Social Web for Small Business
  20. The entire web is social – with many tools The Social Web for Small Business
  21. Sending an email is a social activity… The Social Web for Small Business
  22. Commenting on a blog is a social activity… The Social Web for Small Business
  23. Interacting with a website is a social activity… The Social Web for Small Business
  24. … and everyone has access to the toolshed! The Social Web for Small Business
  25. The audience is now the media The Social Web for Small Business
  26. But so are you! The Social Web for Small Business
  27. The web is a two way conversation! The Social Web for Small Business
  28. Let’s look at just one tool The Social Web for Small Business
  29. What is Twitter?
    • A “microblogging” platform
    • Allows people to create posts (“tweets”) of 140 characters or less
    • Users can “follow” others that interest them
    The Social Web for Small Business
  30. Originally designed as a “broadcast” medium The Social Web for Small Business
  31. Evolved into an “engagement” medium The Social Web for Small Business
  32. The users transformed Twitter The Social Web for Small Business
  33. Word of mouth marketing The Social Web for Small Business
  34. WOM most powerful marketing around! The Social Web for Small Business
  35. Will someone recommend your product? The Social Web for Small Business
  36. Will someone recommend your shop? The Social Web for Small Business
  37. Wow! Now this is word of mouth! The Social Web for Small Business
  38. But then, so is this! The Social Web for Small Business
  39. Should we care what they say?
    • Trib is followed by 4000+ people. I’d care!
    The Social Web for Small Business
  40. How should we use the social web? HOW The Social Web for Small Business
  41. By providing “elegant organisation”
    • You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.
    Mark Zuckerberg – Creator of Facebook Quoted by Jeff Jarvis – “What Would Google Do?” The Social Web for Small Business
  42. Identify the customer goal, need or problem The Social Web for Small Business
  43. Understand the route they prefer to take (behaviour) http://www.flickr.com/photos/tyskis/ / CC BY-NC-ND 2.0 The Social Web for Small Business
  44. Use the right tools to make it easier for them! http://www.flickr.com/photos/jkransen/ / CC BY-SA 2.0 The Social Web for Small Business
  45. See how many customers choose your route! http://www.flickr.com/photos/grahamking/ / CC BY-NC-SA 2.0 The Social Web for Small Business
  46. Direct sales via links & promotions The Social Web for Business
  47. Brand awareness / customer engagement The Social Web for Business
  48. Feedback & complaints management The Social Web for Business
  49. Customer service & support The Social Web for Small Business
  50. But where’s the ROI? PROVE IT! The Social Web for Small Business
  51. Engagement to revenue – is there a trend? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter
    • The top 100 global brands & the social web
    The Social Web for Small Business
  52. Show me the money! Wallflowers (low – or no - engagement in 6 or less channels) Selectives (high engagement in 6 or fewer channels) Butterflies (low engagement in 7 or more channels Mavens (high engagement in 7 or more channels) *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter The Social Web for Small Business
  53. What about a small business case study? The Social Web for Business
  54. A fun, friendly website… The Social Web for Business
  55. … with a regularly updated and funny blog… The Social Web for Small Business
  56. … a popular newsletter… The Social Web for Small Business
  57. … quirky videos… The Social Web for Small Business
  58. … great use of Twitter, with a business account… The Social Web for Small Business
  59. … and a personal account! The Social Web for Small Business
  60. A casual, irreverent style The Social Web for Small Business
  61. … mixed with a sense of community The Social Web for Business
  62. The brand has PERSONALITY!
    • My tone seems to be novel in the retail world because it pulls no punches, but it's just me. It's not elitist and the humour is adult. It's free entertainment.
    *Janet E leach – ArteryStore.com
  63. All are connected. Many tools, one voice The Social Web for Business
  64. Sales & enquiries rise approx 200% after each email The Social Web for Small Business
  65. One email saw sales of Nooka watches rise 500%! The Social Web for Small Business
  66. Twitter provides 10% of all traffic…
    • Nearly 2000 unique visitors per month
    The Social Web for Small Business
  67. … and fantastic word of mouth! The Social Web for Small Business
  68. Other blogs have picked up on the site
  69. Each blog mention boosts traffic
    • Hundreds of unique visitors per month
    • Positive word of mouth
  70. Hasn’t sent a press release in 9 months! The Social Web for Small Business
  71. The strategy dictates the tools
    • I want to be the design store at street level, creating a community and being created by its community.
    *Janet E leach – ArteryStore.com The Social Web for Small Business
  72. Nearly there… CONCLUSION The Social Web for Small Business
  73. I grew up near a corner shop (not this one) The Social Web for Small Business
  74. They knew me, my family, our story… The Social Web for Small Business
  75. … and we knew them The Social Web for Small Business
  76. It’s gone now. But 30 years on I still remember them The Social Web for Small Business
  77. Corner shops gave way to supermarkets The Social Web for Small Business
  78. We scaled up production http://www.flickr.com/photos/inju/ / CC BY-NC-SA 2.0 The Social Web for Small Business
  79. We scaled up marketing The Social Web for Small Business
  80. We scaled up sales http://www.flickr.com/photos/mr_beaver/ / CC BY-NC-SA 2.0 The Social Web for Small Business
  81. We couldn’t scale up relationships “ Do you want fries with that?” The Social Web for Small Business
  82. The social web scales up relationships! The Social Web for Business
  83. What does this mean? The Social Web for Business
  84. Listen and respond – don’t just broadcast
  85. View everything from the customer’s position http:// www.flickr.com/photos/quaelin / / CC BY-NC-ND 2.0 The Social Web for Business
  86. Treat everyone as individuals, not a mass market The Social Web for Small Business
  87. Be an ANT!
    • Care about Anthropology , Not Technology !
    The Social Web for Small Business
  88. Thankyou The Social Web for Small Business Email marketing Search engine marketing Video Hosting Domains

+ Jonathan CrossfieldJonathan Crossfield, 2 months ago

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