The Social Web for Small Business

The Social Web for Small Business The Social Web for Business Jonathan Crossfield 15th September 2009

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

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

Twitter is seeing astronomical growth The Social Web for Small Business *courtesy Hitwise Australia, July 2009 (Hitwise.com.au)

But businesses keep asking the wrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Small Business

There is a better question How can I use the social web to help consumers achieve their goals? The Social Web for Small Business

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

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

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

Why should my business care? WHY The Social Web for Small Business

Human behaviour is the key! The Social Web for Business

The ANT Approach A N T nthropology ot echnology The Social Web for Small Business

ANT businesses are taking over The Social Web for Small Business

Google – designed for users, not businesses The Social Web for Small Business

Twitter – tapped into social behaviour The Social Web for Small Business

Amazon – made buying books easier The Social Web for Small Business

So, what is the social web? WHAT The Social Web for Small Business

You might think social media is this The Social Web for Small Business

These are just tools – snow shovels The Social Web for Small Business

The entire web is social – with many tools The Social Web for Small Business

Sending an email is a social activity… The Social Web for Small Business

Commenting on a blog is a social activity… The Social Web for Small Business

Interacting with a website is a social activity… The Social Web for Small Business

… and everyone has access to the toolshed! The Social Web for Small Business

The audience is now the media The Social Web for Small Business

But so are you! The Social Web for Small Business

The web is a two way conversation! The Social Web for Small Business

Let’s look at just one tool The Social Web for Small Business

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

Originally designed as a “broadcast” medium The Social Web for Small Business

Evolved into an “engagement” medium The Social Web for Small Business

The users transformed Twitter The Social Web for Small Business

Word of mouth marketing The Social Web for Small Business

WOM most powerful marketing around! The Social Web for Small Business

Will someone recommend your product? The Social Web for Small Business

Will someone recommend your shop? The Social Web for Small Business

Wow! Now this is word of mouth! The Social Web for Small Business

But then, so is this! The Social Web for Small Business

Should we care what they say?
Trib is followed by 4000+ people. I’d care!

How should we use the social web? HOW The Social Web for Small Business

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

Identify the customer goal, need or problem The Social Web for Small Business

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

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

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

Direct sales via links & promotions The Social Web for Business

Brand awareness / customer engagement The Social Web for Business

Feedback & complaints management The Social Web for Business

Customer service & support The Social Web for Small Business

But where’s the ROI? PROVE IT! The Social Web for Small Business

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

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

What about a small business case study? The Social Web for Business

A fun, friendly website… The Social Web for Business

… with a regularly updated and funny blog… The Social Web for Small Business

… a popular newsletter… The Social Web for Small Business

… quirky videos… The Social Web for Small Business

… great use of Twitter, with a business account… The Social Web for Small Business

… and a personal account! The Social Web for Small Business

A casual, irreverent style The Social Web for Small Business

… mixed with a sense of community The Social Web for Business

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

All are connected. Many tools, one voice The Social Web for Business

Sales & enquiries rise approx 200% after each email The Social Web for Small Business

One email saw sales of Nooka watches rise 500%! The Social Web for Small Business

Twitter provides 10% of all traffic…
Nearly 2000 unique visitors per month

… and fantastic word of mouth! The Social Web for Small Business

Other blogs have picked up on the site

Each blog mention boosts traffic
Hundreds of unique visitors per month
Positive word of mouth

Hasn’t sent a press release in 9 months! The Social Web for Small Business

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

Nearly there… CONCLUSION The Social Web for Small Business

I grew up near a corner shop (not this one) The Social Web for Small Business

They knew me, my family, our story… The Social Web for Small Business

… and we knew them The Social Web for Small Business

It’s gone now. But 30 years on I still remember them The Social Web for Small Business

Corner shops gave way to supermarkets The Social Web for Small Business

We scaled up production http://www.flickr.com/photos/inju/ / CC BY-NC-SA 2.0 The Social Web for Small Business

We scaled up marketing The Social Web for Small Business

We scaled up sales http://www.flickr.com/photos/mr_beaver/ / CC BY-NC-SA 2.0 The Social Web for Small Business

We couldn’t scale up relationships “ Do you want fries with that?” The Social Web for Small Business

The social web scales up relationships! The Social Web for Business

What does this mean? The Social Web for Business

Listen and respond – don’t just broadcast

View everything from the customer’s position http:// www.flickr.com/photos/quaelin / / CC BY-NC-ND 2.0 The Social Web for Business

Treat everyone as individuals, not a mass market The Social Web for Small Business

Be an ANT!
Care about Anthropology , Not Technology !

Thankyou The Social Web for Small Business Email marketing Search engine marketing Video Hosting Domains

http://www.netregistry.com.au	281
http://www.mdwebhosting.com.au	104
http://blog.planetdomain.com	55
http://www.clarelancaster.com.au	42
http://www.thebrew.com.au	24
http://www.atomiksoapbox.com	22
http://blog.mdwebhosting.com.au	11
http://www.arterystore.com	9
http://arterystore.com	8
http://www.slideshare.net	6
http://feeds.feedburner.com	5
http://www.arterystore.com.au	4
http://onlinedivas.blogspot.com	4
http://carlomazzocco.blogspot.com	3
http://thebrew.com.au	3
http://www.webe.com.au	2
http://netregistry17-px.rl.netregistry.com.au	1
http://www.lmodules.com	1

The Social Web for Small Business

by Jonathan Crossfield on Sep 15, 2009

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The Social Web for Small Business — Presentation Transcript