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  • Why should you think widely & differently about social media … owned, paid and earned media
  • In the UK internet penetration means that most likely your target audience, stakeholders and potential customers are online – you will need to think about buzz and conversations around your brand, your reputation and your presence online
  • In the UK internet penetration means that most likely your target audience, stakeholders and potential customers are online – you will need to think about buzz and conversations around your brand, your reputation and your presence online
  • A different way of thinking about marketing, advertising & PR … new models, new challenges & new opportunities
  • Burberry’s website is ranked number one among: users (it would though wouldn’t it?), but moe importantly from a marketing point of view it creates perfect online/offline brand synergy
  • Honda & Crosstours on FaceBook … all positive comments from a brand manager at Honda … not clever
  • From Ad Age Summer 2011 … this is about creating a conversation with your TA, customers and stakeholders
  • FaceBook when done well works for Burberry & IBM … maybe not for SME’s

Transcript

  • 1. 01Social Media &SME’sMore than a tool …More than a change …External & Internal … Coca Cola as an Example
  • 2. 02More than a media tool …Silos between Advertising, Marketing & PRare being eradicated Earned Paid Owned
  • 3. 03More than a tool …Who is online & what are they doing?A Global TGI poll conducted this pastsummer … found that the UK has thesecond highest level of internet use &access at home with 73%What are they doing? Leisure, playing &researching products & services …
  • 4. 04More than a tool …Who is online & what are they doing?A Global TGI poll conducted this pastsummer … found that the UK has thesecond highest level of mobile phone use… GLOBALLY with 91%What are they doing? Accessing QRcodes, playing, sharing data &experiences
  • 5. 05More than a change…How are technologies changing us?With the industrial revolution … the economy developeda muscular system … now it is developing a neuralsystem …From: Arthur, WB., (2011), The Second Economy, McKinsey & CompanyThe Medium is the message … new ways of behaving &buying … new VALUESMarshal McLuhan
  • 6. 06This is not about going online … this isabout going online for the right reasons …Burberry as an example … within its sector& audience Burberry’s online proposition isranked number one by experts
  • 7. 07If you go online what is your proposition?Why are you there and want is the addedvalue …Back to McLuhan … this is no longer aboutyou … what are the customers doing withTwitter, FaceBook& app’s?
  • 8. 08More than a change … So with FaceBookaccording a to survey carried out by AdAgein the USA this past summer … main benefitis:Social Media is perfect for CustomerEngagement – 85%Social Media is not about sales or aboutlead generation … only 21%
  • 9. 09What has changed? With FaceBookaccording a to survey carried out by AdAgein the USA this past summer … the mainbenefit is:Building communities is NOT about sales …but about building relationships, generatinga positive ‘buzz’ and EARNING favorablereviews (41% of fans are more likely thannon fans to recommend products &services)Customer Retention
  • 10. 10Does this change actually mean anything forme & my business?Nielsen research this summer shows thatmobile social media is on the increase (linkthis with TGI stat from earlier)
  • 11. 11Not so fast … aren’t smart phones, app’sand connectivity on the go only for youngpeople?Nielsen research this summer shows thatthe fastest uptake is in the 55+ age group
  • 12. 12At Bournemouth University we carried outresearch in 2006, 2008 & 2011 on youth &media engagementIn 2006 … social media did not exist …In 2008 … 71% consumed social media dailyIn 2011 … 97% used social media dailySocial media is now viewed as havingtechnological ‘lock-in’ status
  • 13. 13Our research also asked about trust … (weas academics are still ranked secondhighest next to parents!)In 2006 … do you trust personal web sites …45% said NOIn 2008 … do you trust personal web sites …26% said NOIn 2011 … do you trust personal web sites …18% said NO
  • 14. 14What can we do? What can we TAKE AWAY?1 VALUE FOR MONEY2 INCREASING REACH (PARETO 80/20)3 BRAND ENGAGEMENT4 REJUVENIATE YOUR SERVICE5 BUILDING PARTICIPATIONFrom: Benaldy, A., (2010), Five Uses of Social Media, WARC Prize
  • 15. 15 ANYQUESTIONS?