The Social Web for Small Business Presenter:  Jonathan Crossfield  Date:  August  2010
Why should I care about social media? WHY
Time spent on social media is up 82%
Aussies are the highest users worldwide! Country Time/ person Unique audience Australia 6:52:28 9,895 United States 6:09:1...
Twitter visitors doubled 2009 - 2010 *Data from Comscore,  June 2010
Facebook overtook Google in March 2010 *courtesy Hitwise Australia,  March 2010 (Hitwise.com.au)
So, what is the social web? WHAT
You might think social media is this
These are just tools – snow shovels
Deciding to use a tool is a TACTIC <ul><li>I want to use a snow shovel to benefit my business </li></ul>
Using them to reach goals is a STRATEGY <ul><li>Clearing my driveway helps more customers get where they’re going </li></ul>
Knowing the customer goal may reveal better tools <ul><li>Wow! Cleanest driveway in the street! </li></ul>
The entire web is social – with many tools
Replying to an email is a social activity…
Writing on a blog is a social activity…
Interacting with a website is a social activity…
… & everyone has access to the toolshed!
The audience is now the media...
...but so are you!
The web is a two way conversation!
How should we use the social web? HOW
Businesses often ask the   wrong question How can my business sell more by using social media?
There is a better question How can I use the social web to help consumers achieve their goals?
Human behaviour is the key!
Start thinking like an ANT! nthropology A N T ot echnology
ANT businesses can grow extremely BIG!
Google: built for users, not businesses
Twitter – evolved with user behaviour
Amazon – made buying books easier
They provide 'elegant organisation'! You don’t start communities. They already exist. They’re already doing what they want...
Identify the customer goal, need or obstacle
Understand the route they prefer to take (behaviour)
Use the right tools to make it easier
Watch more people choose your route!
Let’s look at just one tool
What is Twitter? <ul><li>A “microblogging” platform </li></ul><ul><li>Allows people to create posts (“tweets”) of 140 char...
Starting out as a ‘broadcast’ medium… <ul><li>One way messaging </li></ul><ul><li>Followers couldn’t reply to tweets </li>...
...it evolved into an 'engagement' medium <ul><li>Users created the ‘@’ reply </li></ul><ul><li>Began using # to tag conve...
Users transformed how Twitter worked <ul><li>Turned it into a true communications network </li></ul><ul><li>Extremely rapi...
Word of mouth marketing
WOM most powerful marketing around!
Will someone recommend your product?
Will someone recommend your shop?
Wow! Now this is word of mouth! a
But then, so is this!  a
Should we care what one person thinks? <ul><li>Trib has over 4,000 followers. I’d care! </li></ul><ul><li>How many followe...
Twitter marketing strategies
Direct sales via links & promotions
Brand awareness / customer engagement
Feedback & complaints management
Customer service & support
But where’s the ROI? PROVE IT!
Is there a relationship between SM and $? *Source: Engagement db.com July 2009  Prepared by Wetpaint and Altimeter
Show me the money! <ul><li>Wallflowers   </li></ul><ul><li>(low – or no - engagement in 6 or less channels) </li></ul><ul>...
What about a small business case study?
A fun, friendly website…
… with a regularly updated, funny blog…
… a popular newsletter…
… quirky YouTube videos…
… great use of Twitter, with a business account…
… and a personal account!
A casual, irreverent style
… mixed with a sense of community
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...
All are connected. Many tools, one voice
Sales enquiries rise approx 200% after each email
One email saw sales of Nooka watches rise 500%!
Twitter provides 10% of all traffic… <ul><li>Nearly 2000 unique visitors per month </li></ul><ul><li>Using unique links in...
… and fantastic word of mouth! <ul><li>Supporters spread the word </li></ul><ul><li>Happy customers tweet about their purc...
Other blogs have picked up on the site
Each blog mention boosts traffic
Hasn’t sent a press release in 18 months!
Customers have direct influence on the brand! I want to be the design store at street level, creating a community and bein...
Nearly there… CONCLUSION
I grew up near a corner shop
They knew me, my family, our story…
… and we knew them
It’s gone now but 30 yrs on I still remember them
Corner shops gave way to supermarkets
We scaled up production
We scaled up marketing
We scaled up sales
We couldn’t scale up relationships Do you want fries with that?
The social web scales up relationships!
What does this mean for you?
Listen and respond – don’t just broadcast
View  everything  from the customer’s POV
Treat everyone as individuals, not a mass market
Become an ANT business!  <ul><li>Understand your customers’ goals and online behaviour </li></ul><ul><li>Choose the right ...
Attract more customers with Netregistry <ul><li>Australia’s most trusted domain name provider </li></ul><ul><li>Reliable, ...
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The social web for small business 2010

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Is social media relevant to small business or is it just confused hype? How can a small business owner make sense of how the social web works? Facts, figures and strategy to help SMEs finally 'get' what the social web really means.

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The social web for small business 2010

  1. 1. The Social Web for Small Business Presenter: Jonathan Crossfield Date: August 2010
  2. 2. Why should I care about social media? WHY
  3. 3. Time spent on social media is up 82%
  4. 4. Aussies are the highest users worldwide! Country Time/ person Unique audience Australia 6:52:28 9,895 United States 6:09:13 142,052 United Kingdom 6:07:54 29,129 Italy 6:00:07 18,256 Spain 5:30:55 19,456 Brazil 4:33:10 31,345 Germany 4:11:45 28,057 France 4:04:39 26,786 Switzerland 3:54:34 2,451 Source: The Nielsen Company, January 2010
  5. 5. Twitter visitors doubled 2009 - 2010 *Data from Comscore, June 2010
  6. 6. Facebook overtook Google in March 2010 *courtesy Hitwise Australia, March 2010 (Hitwise.com.au)
  7. 7. So, what is the social web? WHAT
  8. 8. You might think social media is this
  9. 9. These are just tools – snow shovels
  10. 10. Deciding to use a tool is a TACTIC <ul><li>I want to use a snow shovel to benefit my business </li></ul>
  11. 11. Using them to reach goals is a STRATEGY <ul><li>Clearing my driveway helps more customers get where they’re going </li></ul>
  12. 12. Knowing the customer goal may reveal better tools <ul><li>Wow! Cleanest driveway in the street! </li></ul>
  13. 13. The entire web is social – with many tools
  14. 14. Replying to an email is a social activity…
  15. 15. Writing on a blog is a social activity…
  16. 16. Interacting with a website is a social activity…
  17. 17. … & everyone has access to the toolshed!
  18. 18. The audience is now the media...
  19. 19. ...but so are you!
  20. 20. The web is a two way conversation!
  21. 21. How should we use the social web? HOW
  22. 22. Businesses often ask the wrong question How can my business sell more by using social media?
  23. 23. There is a better question How can I use the social web to help consumers achieve their goals?
  24. 24. Human behaviour is the key!
  25. 25. Start thinking like an ANT! nthropology A N T ot echnology
  26. 26. ANT businesses can grow extremely BIG!
  27. 27. Google: built for users, not businesses
  28. 28. Twitter – evolved with user behaviour
  29. 29. Amazon – made buying books easier
  30. 30. They provide '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 - Facebook
  31. 31. Identify the customer goal, need or obstacle
  32. 32. Understand the route they prefer to take (behaviour)
  33. 33. Use the right tools to make it easier
  34. 34. Watch more people choose your route!
  35. 35. Let’s look at just one tool
  36. 36. What is Twitter? <ul><li>A “microblogging” platform </li></ul><ul><li>Allows people to create posts (“tweets”) of 140 characters or less </li></ul><ul><li>Users can “follow” others that interest them </li></ul>
  37. 37. Starting out as a ‘broadcast’ medium… <ul><li>One way messaging </li></ul><ul><li>Followers couldn’t reply to tweets </li></ul><ul><li>Difficult to create conversations </li></ul>
  38. 38. ...it evolved into an 'engagement' medium <ul><li>Users created the ‘@’ reply </li></ul><ul><li>Began using # to tag conversations </li></ul><ul><li>Twitter adopted and built these behaviours into the application </li></ul>
  39. 39. Users transformed how Twitter worked <ul><li>Turned it into a true communications network </li></ul><ul><li>Extremely rapid spread of ideas, content and comments </li></ul><ul><li>Twitter is entirely about people talking to each other – word of mouth </li></ul>
  40. 40. Word of mouth marketing
  41. 41. WOM most powerful marketing around!
  42. 42. Will someone recommend your product?
  43. 43. Will someone recommend your shop?
  44. 44. Wow! Now this is word of mouth! a
  45. 45. But then, so is this! a
  46. 46. Should we care what one person thinks? <ul><li>Trib has over 4,000 followers. I’d care! </li></ul><ul><li>How many followers may share this with their followers? And so on… </li></ul><ul><li>Do you know what people are saying about your business? </li></ul>
  47. 47. Twitter marketing strategies
  48. 48. Direct sales via links & promotions
  49. 49. Brand awareness / customer engagement
  50. 50. Feedback & complaints management
  51. 51. Customer service & support
  52. 52. But where’s the ROI? PROVE IT!
  53. 53. Is there a relationship between SM and $? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter
  54. 54. Show me the money! <ul><li>Wallflowers </li></ul><ul><li>(low – or no - engagement in 6 or less channels) </li></ul><ul><li>Selectives </li></ul><ul><li>(high engagement in 6 or fewer channels) </li></ul><ul><li>Butterflies </li></ul><ul><li>(low engagement in 7 or more channels </li></ul><ul><li>Mavens </li></ul><ul><li>(high engagement in 7 or more channels) </li></ul>
  55. 55. What about a small business case study?
  56. 56. A fun, friendly website…
  57. 57. … with a regularly updated, funny blog…
  58. 58. … a popular newsletter…
  59. 59. … quirky YouTube videos…
  60. 60. … great use of Twitter, with a business account…
  61. 61. … and a personal account!
  62. 62. A casual, irreverent style
  63. 63. … mixed with a sense of community
  64. 64. 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 Leach – Arterystore.com.au
  65. 65. All are connected. Many tools, one voice
  66. 66. Sales enquiries rise approx 200% after each email
  67. 67. One email saw sales of Nooka watches rise 500%!
  68. 68. Twitter provides 10% of all traffic… <ul><li>Nearly 2000 unique visitors per month </li></ul><ul><li>Using unique links in tweets allows for better tracking </li></ul>
  69. 69. … and fantastic word of mouth! <ul><li>Supporters spread the word </li></ul><ul><li>Happy customers tweet about their purchase </li></ul>
  70. 70. Other blogs have picked up on the site
  71. 71. Each blog mention boosts traffic
  72. 72. Hasn’t sent a press release in 18 months!
  73. 73. Customers have direct influence on the brand! I want to be the design store at street level, creating a community and being created by its community. Janet Leach – Arterystore.com.au
  74. 74. Nearly there… CONCLUSION
  75. 75. I grew up near a corner shop
  76. 76. They knew me, my family, our story…
  77. 77. … and we knew them
  78. 78. It’s gone now but 30 yrs on I still remember them
  79. 79. Corner shops gave way to supermarkets
  80. 80. We scaled up production
  81. 81. We scaled up marketing
  82. 82. We scaled up sales
  83. 83. We couldn’t scale up relationships Do you want fries with that?
  84. 84. The social web scales up relationships!
  85. 85. What does this mean for you?
  86. 86. Listen and respond – don’t just broadcast
  87. 87. View everything from the customer’s POV
  88. 88. Treat everyone as individuals, not a mass market
  89. 89. Become an ANT business! <ul><li>Understand your customers’ goals and online behaviour </li></ul><ul><li>Choose the right tools to fit that behaviour </li></ul><ul><li>Develop a strategy </li></ul><ul><li>Simplify, simplify, simplify </li></ul>
  90. 90. Attract more customers with Netregistry <ul><li>Australia’s most trusted domain name provider </li></ul><ul><li>Reliable, secure and flexible web hosting </li></ul><ul><li>Email marketing made easy </li></ul><ul><li>E-commerce packages </li></ul><ul><li>Effective search engine marketing </li></ul><ul><li>Award winning online business magazine </li></ul>
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