The Social Web for Small Business
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everyone talks about how the major brands are using social media - but what about the rest of us? What does it all mean to someone who only has a couple of employees and a marketing budget smaller than the coffee bill?
![The statistics are exciting ,[object Object],*comScore study, June 2009 Reported in Marketing Charts, August 17th 2009 The Social Web for Small Business](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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The Social Web for Small Business
- 1. The Social Web for Small Business The Social Web for Business Jonathan Crossfield 15th September 2009
- 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
- 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
- 40. How should we use the social web? HOW 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
- 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
- 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
- 67. … and fantastic word of mouth! The Social Web for Small Business
- 68. Other blogs have picked up on the site
- 70. Hasn’t sent a press release in 9 months! 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
- 88. Thankyou The Social Web for Small Business Email marketing Search engine marketing Video Hosting Domains
Editor's Notes
- 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.