Social media for small businesses: getting started


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A guide to getting your small business started with social media, presented by Pete Wilson at Sage World 2010

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Social media for small businesses: getting started

  1. 1. Social Media – where to start? <ul><li>Pete Wilson, Digital Strategy Manager, Sage UK </li></ul>Bonjour pwils10! Now you know how to greet people in French!
  2. 2. Social Media – What is it? <ul><li>Social = sharing </li></ul><ul><li>Media = content </li></ul><ul><li>“ Social media is the most visible way to demonstrate your companies credibility to the type of customer you wish to attract’ </li></ul><ul><li>Penny Powers, Founder of Ecademy </li></ul>
  3. 3. Social Media – What is it? <ul><li>Online communities of like minded folk linked through technology </li></ul>
  4. 4. Social Media insight <ul><li>Sometimes small is beautiful </li></ul>
  5. 5. Social Media – What is it? <ul><li>It’s reputation </li></ul><ul><li>How big is the gap? </li></ul><ul><li>Monitoring social media can help </li></ul>
  6. 6. Social Media insight <ul><li>Social media has created new measures of trust </li></ul><ul><li>We are all being judged by these </li></ul>
  7. 7. Social Media – What is it? <ul><li>Free but it’s not without cost </li></ul><ul><li>It requires an investment of time </li></ul><ul><li>It is a long term commitment </li></ul><ul><li>“ Social media is content hungry. Encouraging people to get involved and showing them the value of their contribution is vital to maintaining momentum.” </li></ul><ul><li>Cath Sheldon, Digital PR Specialist Sage </li></ul>
  8. 8. Social Media – What is it? <ul><li>A traffic driver to your site </li></ul><ul><li>A boost to your visibility </li></ul><ul><li>An online equivalent of attending trade events </li></ul><ul><li>“ The link between social media & SEO is proven. Sites, such as Yelp &Trusted Places demonstrate the power of user reviews.” </li></ul><ul><li>Dan Horsford, Digital Media Strategist, PHD </li></ul>
  9. 9. Social Media insight <ul><li>Social Media activity can start with your site </li></ul><ul><li>‘ Share’ tools can spread the word </li></ul><ul><li>User reviews add trustworthy content </li></ul><ul><li>RSS feeds can push content out for you </li></ul>
  10. 10. Social Media – What is it? <ul><li>Tangible demonstration of your expertise </li></ul><ul><li>The start of building a trusted business </li></ul><ul><li>“ Social media has always been about the individual and SMEs are typically run by individuals. By building the individual’s reputation the companies brand is built.” </li></ul><ul><li>Paul Mead, MD, VCCP Search </li></ul>
  11. 11. Social Media – What is it? <ul><li>A customer support channel </li></ul><ul><li>An early warning system </li></ul><ul><li>But sets an expectation amongst users </li></ul><ul><li>If you are listening to me you will act on what I say. </li></ul>
  12. 12. Social Media insight <ul><li>Be prepared for really honest feedback </li></ul><ul><li>How you react speaks volumes about who you are </li></ul><ul><li>On the information superhighway bad news never dies </li></ul>
  13. 13. Social Media – Getting started <ul><li>Are the basics of digital marketing in place? </li></ul><ul><li>This is the stuff that will make money now </li></ul>
  14. 14. Social Media insight <ul><li>You need an end destination for social media to deliver value </li></ul><ul><li>A site or blog that converts interest into action </li></ul><ul><li>Twitter is not the end game </li></ul>
  15. 15. Social Media – Getting started <ul><li>Set goals & measures </li></ul>
  16. 16. Social Media insight <ul><li>Social media is so new that there are no rules about what or how to measure </li></ul><ul><li>But starting by listening to what is being said about your industry and your company is a good starting point </li></ul>
  17. 17. Social Media – Getting started <ul><li>Eavesdrop </li></ul>
  18. 18. Social Media – Getting started <ul><li>Define your online personality </li></ul>
  19. 19. Social Media – Getting started <ul><li>Based on your eavesdropping get a little more active </li></ul>
  20. 20. Social Media – Getting started <ul><li>Develop a content strategy </li></ul><ul><li>What - audience needs? </li></ul><ul><li>What - subjects and formats? </li></ul><ul><li>When - sustainable frequency? </li></ul><ul><li>How - measure? </li></ul>
  21. 21. Social Media – Getting started <ul><li>Reactive to proactive </li></ul>
  22. 22. Social Media insight <ul><li>As you bring other people into the activity you will need guidelines </li></ul><ul><li>What we say, how we say it </li></ul><ul><li>Exit strategy </li></ul><ul><li>How we distribute comments internally </li></ul>
  23. 23. Social Media – Getting started <ul><li>OMG . MBL IS TH FTR OF SCL MD </li></ul><ul><li>Mobile is social </li></ul><ul><li>Location based apps can prompt trial </li></ul><ul><li>Barcodes are beautifully trackable </li></ul><ul><li>Again technology (smartphones) make this possible </li></ul>
  24. 24. Social Media – Getting started ‘ People overestimate the impact of new technology in 2 years and underestimate the impact of new technology in 10’ Bill Gates
  25. 25. Social Media – Useful links Join these!/ pages/create.php http :// / Use these / Read these / / http://