Social Media &
Small Business
A quick primer
Digital Arts Expo, 5th November 2009
Alex Grech
“Social Media is a bit like teen sex.
Everyone wants to do it. Nobody knows how.
When it’s finally done, there is surprise...
So what’s
social media?
“SOCIAL MEDIA describes a new
set of internet tools that enable
shared community experiences,
both online and in person.”
...
“Social media is
people having
conversations
online.”
Key
Social
Media
Platforms
Blogs
Wikis
Photo
Sharing
Micro-
Blogs
Slide
Sharing
RSS
Social
Networks
Social
Bookmarking
Pod...
Who uses it?
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Who uses social media?
Source: Groundswell, Forrester Research, 2...
Why bother?
1. It’s HUGE
2. It’s TRUSTED
3. It IMPACTS YOUR BUSINESS
4. It’s NOT GOING AWAY
Why bother with Social Media?
2/3 OF THE GLOBAL INTERNET POPULATION
VISITS SOCIAL NETWORKS
Nielsen, Global Faces & Networked Faces, 2009
#1
It’s HUGE
SOCIAL MEDIA MAKES UP ALMOST 10% OF ALL
INTERNET TIME.
THAT’S AN 83% INCREASE OVER THE PAST YEAR.
Nielsen, Global Faces & ...
Source: The Nielsen Company, 2nd June 2009
#1
It’s HUGE
TIME SPENT ON SOCIAL NETWORKS IS GROWING
AT 3X THE OVERALL INTERNE...
1.
#1
It’s HUGE
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
13,000,000The number of articles available o...
83% have watched movies online
45% of teens spend time on the internet and 28% in front of TV
Source: Universal McCann Com...
77% of active online users have read a
blog
346,000,000 read blogs globally
Blogging grew by 68% last year
Source: http://...
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
3,600,000,000The number of photos archived o...
57%
joined a social network
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
Over 110,000
in ...
3,000,000
The average number of tweets per day
Immediacy Brevity
‘Pull’ not
‘push’
Searchability
Mix of public
& personal
...
#2
It’s TRUSTED
People trust each other, and now they have the tools to
communicate with each other using social technologies and
mobile w...
78%
OF PEOPLE TRUST THE
RECOMMENDATIONS OF
OTHER CONSUMERS.
Source: Nielsen, Trust in Advertising Report, 2007
SOCIAL MEDI...
The old communication model was a MONOLOGUE.
14% OF PEOPLE TRUST ADVERTISING
#2
It’s TRUSTED
Source: Nielsen, Trust in Adv...
SOCIAL MEDIA IS LIKE WORD OF MOUTH ON STEROIDS.
#2
It’s TRUSTED
SOCIAL MEDIA IS DEMOCRATISING COMMUNICATIONS. BIG TIME.
#2
It’s TRUSTED
PEOPLE ARE TALKING ABOUT
YOUR BRAND RIGHT NOW.
#3
It IMPACTS YOUR BUSINESS
The brand does not live in the voices of PR.
It lives in the VOICES of YOUR CUSTOMERS.
Source: Forrester Research, 2009.
#...
#3
It IMPACTS YOUR BUSINESS
31
#4
It’s NOT GOING AWAY
32
#4
It’s NOT GOING AWAY
#4
It’s NOT GOING AWAY
#4
It’s NOT GOING AWAY
#4
It’s NOT GOING AWAY
CLAY HEBERT
CEO TribesWin.com
Someone who ‘GETS IT’…
“IN 2009, IF YOU’RE NOT ON A
SOCIAL NETWORKING SITE,
YOU’RE NOT ON THE
INTERNET.”
Source: IAB Platform Status Report – Use...
Why is this
happening?
Social
• People’s desire to network
• Increasing reliance on word
of mouth
• Rebel against institutional
power
Technology
...
BLOG
TWITTER
FACEBOOK
LINKED
IN
DELICIOUS
SLIDE
SHARE
ME-CONOMICS (I AM THE BRAND)
Source: Dachis Group, 2009.
YOU
TUBE
IT USED TO BE ABOUT COMMAND AND CONTROL
BRAND
AS BROADCASTER
Source: Dachis Group, 2009.
FACILITATION LEADS TO ENGAGEMENT
BRAND
BRAND
AS FACILITATOR
influencers
friends
Source: Dachis Group, 2009.
“We don’t respond to Bloggers”.
Michael Dell.
August
2005
ENGAGEMENT LEADS TO PARTICIPATION
… and POTENTIAL ADVOCATES FOR YOUR BRAND
WEBSITE
BLOG
TWITTER
FACEBOOK
LINKED
IN
DELICIOUS
SLIDE
SHARE
NOW, JUST HAVING A WEBSITE IS NOT ENOUGH!!
YOU
TUBE
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A
SOCIAL MEDIA PRESENCE.
85% BELIEVE IT SHOULD INTERACT WITH ITS C...
And then you
hit a wall
IF IT’S SO GOOD ..
WHY ARE COMPANIES
SCARED?
Employees will
WASTE TIME
• Sensible social media guidelines
• Mobile devices mean you cannot
stop people getting access t...
55We will lose control
of OUR BRAND
• You never had much control!
• Better to listen and take remedial
action
• Your commu...
It’s NOT REALLY
FREE!
• It needs the same commitment,
funding and ownership as any
other strategic initiative
• Get someon...
57
We will give away
SECRETS!
Risks not mitigated by non-
participation. Just train people to be
sensible.
We can only do
PR!
If you can only shout, don’t get into
social media, because you will be
found out
How business
is taking to
Social Media
Social Networking Activities of US companies
31%
30%
29%
23%
23%
21%
18%
14%
13%
11%
0% 5% 10% 15% 20% 25% 30% 35%
CEO is ...
0.0% 20.0%40.0%60.0%80.0%
Branding
Information sharing
Public relations
Understanding…
Lead generation
Collaborative work
...
6.3%
7.9%
11.2%
13.3%
16.8%
17.3%
25.4%
1.8%
Which one business function are you most
considering using social media for?
...
Blogs
Twitter
Online communities
Facebook
LinkedIn
YouTube
Wikis
Forums
Ratings/Reviews
Groups
Ning
Xing
MySpace
18.1%
17....
71.9%
68.7%
55.1%
48.6%
20.0%
15.3%
5.8%
Sharing breaking news
Extending a personal face to…
Keeping in immediate touch wi...
6.9%
10.0%
15.5%
18.1%
20.8%
27.3%
25.4%
What function is your organisation planning to
use Twitter most in the future?
Or...
What are
the best
tactics to
use?
How do I
measure
ROI?
Where do I
start?
TOP QUESTIONS BUSINESS PEOPLE WANT ANSWERED
Making it
happen
People Objectives Strategies Technology Metrics
1 2 3 4 5
Five-Step Planning Process
Marketing
PR
ICT
LegalConsultants
Customer
Care
Influencers
People
1
SET UP THE TEAM
WHAT DO YOU WANT TO ACHIEVE?
Objectives
2
Always ALIGN your SOCIAL MEDIA objectives with your
BUSINESS objectives
INCREASE
SALES
CONTROL
COSTS
MAKE
CUSTOMERS
HAPPY
...
Strategies
3
You’re going to reap just what you sow
Lou Reed, Perfect day.
Target HOW you reach them Strategies
3
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Develop sustainable messages to the
right audience
Determine WHOM...
Increase
Website
Visitors
Increase
Inbound Links
Examine
Search Volume
Trends
Increase
Followers,
Fans, Friends
Increase
n...
Increase Time
spent on site
Develop
Customer
service metrics
Encourage
Repeat visits
Increase
number of
reviews
Offer more...
Increase
Click-throughs
Increase Time
spent on Site
Reduce
Bounce Rate
Incentivise
Repeat Visits
Offers to
Followers,
Fans...
Embrace
Support
Energize
Talk
Listen
How deep are you wading in?
Strategies
3
HOW TO LISTEN (using NetVibes)
Strategies
3
HOW TO LISTEN AND TALK (using Hootsuite)
Strategies
3
HOW TO RESEARCH (using Seesmic Deskstop)
Strategies
3
Decision-makers cannot make informed choices about the use of social media until
they have personally had experience with ...
Key
Social
Media
Platforms
Blogs
Wikis
Photo
Sharing
Micro-
Blogs
Slide
Sharing
RSS
Social
Networks
Social
Bookmarking
Pod...
Technologies
4
Objectives
Strategies
Technologies
LOCK Programmes
Choose the RIGHT tools to support a set of
PROGRAMMES
85Metrics
5
Everything can be measured..
But measure the right stuff!
Quantitative Metrics
• Polls
• Satisfaction Indexes
• New Follow...
General Metrics
- Google Analytics
- Pea Shoot
Facebook Metrics
- Facebook
Insights
Widget &
Application Metrics
- Google ...
Some Local
Applications
I have 3,500
MEMBERS…
Now WHAT DO I
DO WITH THEM?
LOCAL BLOGGER GETS HOTEL TO START BLOGGING
NATIONAL TOURISM ORGANISATION TRIES TO SEE THINGS THE WAY
THE CASUAL VISITOR DOES
PERSONAL INSIGHTS ON LIVING AND WORKING IN MALTA.
CONTENT MARKETING PLATFORM.
EARLY ADOPTION OF GOOGLE WAVE.
End thoughts
Social Media is still evolving 98
Era of social
relationships
Era of social
functionality
Era of social
colonisation
Era o...
99
Think
STRATEGY
before you get hooked on the
TOOLS
Go fishing.
Create social media outposts to interact with
customers, prospects, prospective employees
and create new busin...
Refresh your content regularly.
“I believe that people would rather have a conversation
with a person, than a brand.”
Scott Monty, Ford
Listen
(DON’T
Preach)
Engage
(DON’T
Bully)
Be Personal
(DON’T get
Officious)
Find the right TONE
BLOG
TWITTER
FACEBOOK
LINKED
IN
DELICIOUS
SLIDE
SHARE
Source: Dachis Group, 2009.
This guy really matters now
YOU
TUBE
WEBSITE
BLOG
TWITTER
FACEBOOK
LINKED
IN
DELICIOUS
SLIDE
SHARE
Drive the business HOME from all outposts
AFFILIATES SKYPE
M...
Nurture your community.
Fans on Facebook need either education or entertainment. Or both.
Be prepared to do ROI
This is the new way of the world
Welcome to the age of human sharing
Alex Grech
alex.grech@strategyworks.net
http://twitter.com/alexgrech
Acknowledgements
Images from Flickr under Creative Commons licences
http://www.flickr.com/photos/60577574@N00/2281428223
h...
Social Media and Small Business
Social Media and Small Business
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Social Media and Small Business

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  • Gege
  • Gege
  • A social network is a set of socially-relevant nodes connected by one or more relations. Nodes, or network members, are the units that are connected by the relations whose patterns we study. These units are most commonly persons or organizations, but in principle any units that can be connected to other units can be studied as nodes. These include web pages (Watts, 1999),
  • Gege
  • Gege

    The Social Technographics Ladder classifies people according to how they use social technologies.

    The users in this ladder represent an increasing amount of activism.

    By examining users are represented we can determine WHICH strategies make sense to reach which users.


    CREATORS make social content go. They write blogs, or upload video, music or text.
    CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.
    COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com
    JOINERS connect in social networks like MySpace and Facebook
    SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews


    INACTIVES neither create nor consume content of any kind.
  • Gege

    The Social Technographics Ladder classifies people according to how they use social technologies.

    The users in this ladder represent an increasing amount of activism.

    By examining users are represented we can determine WHICH strategies make sense to reach which users.


    CREATORS make social content go. They write blogs, or upload video, music or text.
    CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.
    COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com
    JOINERS connect in social networks like MySpace and Facebook
    SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews


    INACTIVES neither create nor consume content of any kind.
  • Alex
  • Alex

    social media is a different kind of marketing because it has much to do with people communicating with each other and sharing ideas, feedback and recommendations.
  • Alex
  • Alex
  • Alex
  • Alex
  • http://www.slideshare.net/oreillymedia/active-facebook-users-by-country-region-august-2009  

    Slide 9
  • Alex

    Source: Nielsen, Trust in Advertising Report, 2007
  • Alex

    Source: Nielsen, Trust in Advertising Report, 2007
  • Alex

    Source: Nielsen, Trust in Advertising Report, 2007
  • Your stakeholders now effectively define what your brand stands for, based on their life-long interactions with your organisation, your service, your products, your people, your partners, your CSR activities, and other stakeholders.

    You can’t tell them; you can only make sure your brand value permeates everything you do, continuously, so they end up reaching the conclusion about your brand that you want them to.

    The social web analytics e-book.
    http://www.socialwebanalytics.com/The_Social_Web_Analytics_eBook_2008.pdf
  • Convergence finally happening
    Skype
    Tools becoming useful at last, beyond just pure communication devices
    Mobile + skype + social media + price falls +
  • Alex

    And they’re smart, and not scared of making their voices heard.
  • Alex
    It is already in use within the political scenario
  • Alex

    Source: IAB Platform Status Report – User Generated Content, Social Media & Advertising
  • Alex
  • Alex
  • Personal

    Offers

    Discussions

    Conversations

  • http://www.flickr.com/photos/larslars/718618057/
  • Alex
  • http://www.flickr.com/photos/60577574@N00/2281428223/
  • Many large corporations block their employees from accessing the Internet altogether. Others try to block employees from accessing personal email or social networks like Facebook during work hours.

    In May, 2009, according to emarketer, there were 29 million smartphones in the United States. That's a lot of Internet access available to workers everywhere - and employers can't stop us from accessing the Internet - on breaks, at lunch, in the bathroom, you name it.

    The value to workers of having Internet access - in terms of research, communication, and speed - is far greater than the threat of lost productivity. Companies have a right to make policies and rules about personal use of the Internet, but blocking it during work is just stupid.
  • "What if people say bad, mean, nasty things about our brand?“

    Well, there may be things you need to change about your brand, and in that case, you should thank them for letting you know what they are. Then you should make changes.

    If you have built an online community that includes people who don't hate you, that community will rise to your defense and they will handle the problem for you.

    every person with a computer and even a tiny skill level has the tools to make their opinion about your brand heard by other people. They're already talking about you.

    Your workers are talking about you in closed Facebook groups designed to keep you out so they can talk about you in peace.

    Your customers are emailing, Tweeting, Facebooking, and that old standby - calling - their friends about their experience with your brand.

    You don't have control. You might as well join the conversation. At least that way you can influence what is being said.


  • http://www.flickr.com/photos/larslars/718618057/

    While many social media tools are free, knowing how to use them takes experience and perspective.
    The boss' friend's high school or college kid can't integrate social media into the company's overall marketing. That requires experience and perspective. Having a large social network and a stellar online reputation helps too.
    Just as there are carpenters who can knock together a book shelf and master carpenters who can create objects of genuine and lasting beauty, there are thousands of social media gurus (of all ages) who've never worked for an actual client. Hire them at your own peril.
    Geoff Livingston said it beautifully in a recent post:

    "Parroting and/or reporting what you see on the Internet does not equate to actual savoir faire. Nor does it make someone fit to offer insights or counsel."
  • A corporate blog has never been fatal to an organization. NBC cameraman Jim Long said the often a company’s entry into social media is a clumsy, shotgun blast and that there’s an equal chance of looking foolish by having a ham-fisted marketing department launch a social media presence as there is if a rogue employee “goes off” on Twitter. The risk of social media is not abated by not participating. And really, while there have certainly been some hiccups and miscues along the way, social media has yet to be the undoing of any company.

    f you don't already have a social media policy, you need to create one.

    If you don't trust your employees to talk to customers, or to represent the brand, you need to look at 1) your hiring practices, 2) your training practices,
  • http://www.flickr.com/photos/moogy/3046483472/

    If you can only do PR, you’re going to be found out
  • Alex
  • DO I NEED THIS?
  • Alex
  • Profile target groups
    Understand target groups social activities
    Identify inner champions (senior policy officers, IT, Communications people)
    Set clear business goals for participation in social media
    How do you want relationships with target groups to change?
    How can you ‘curate’ conversations?
    How can you secure internal and external buy-in?
    Select appropriate social media tools to support strategy
    Benchmark Tools
    ROI
    Customer Participation tools
  • Monetary – increase sales, reduce costs
    Non-monetary

    All lead to ROI
  • Gege

    The Social Technographics Ladder classifies people according to how they use social technologies.

    The users in this ladder represent an increasing amount of activism.

    By examining users are represented we can determine WHICH strategies make sense to reach which users.


    CREATORS make social content go. They write blogs, or upload video, music or text.
    CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.
    COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com
    JOINERS connect in social networks like MySpace and Facebook
    SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews


    INACTIVES neither create nor consume content of any kind.
  • Alex
  • Alex


    Sometimes the most powerful argument to support using social media is the visibility for an issue or mission that it can offer.
  • Alex


    Sometimes the most powerful argument to support using social media is the visibility for an issue or mission that it can offer.

    http://rohitbhargava.typepad.com/weblog/2009/02/why-government-needs-social-media-now.html
  • Alex
  • Alex
  • Sometimes, it pays to feature your employees, rather than yourself

    INCENTIVISE your employees to use social media. They can be your best ADVOCATES
  • Live the lives of your customers. Turn them into your biggest ADVOCATES

    It’s all about the PERSONAL now
  • http://www.flickr.com/photos/pinksherbet/233228813

    One of the complaints about social media is that it can't be measured. But there are many things that can be measured, including engagement, sentiment and whether increased traffic leads to sales.

    Those results can't be produced or measured in the short term. Like PR, social media marketing often produces its best results in the second and third year.
  • Alex


    This is the new way of the world.

    Despite old-fashioned concerns about employees goofing around , and real, to-be-addressed concerns about privacy and security, people are working, learning, collaborating and living differently. It's happening.

    And, even as some of the tools fall to the wayside and new ones developed, expectations of citizens and employees are out of the bottle. They can't be put back in.

  • http://www.flickr.com/photos/larslars/718618057/
  • Social Media and Small Business

    1. 1. Social Media & Small Business A quick primer Digital Arts Expo, 5th November 2009 Alex Grech
    2. 2. “Social Media is a bit like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is surprise that it’s not better.” Avinash Kaushlik, Analytics Evangelist, Google.
    3. 3. So what’s social media?
    4. 4. “SOCIAL MEDIA describes a new set of internet tools that enable shared community experiences, both online and in person.” Source: technologyintranslation.blockwork.org
    5. 5. “Social media is people having conversations online.”
    6. 6. Key Social Media Platforms Blogs Wikis Photo Sharing Micro- Blogs Slide Sharing RSS Social Networks Social Bookmarking Podcasts Video Sharing Instant Messaging Primary Social Media Tools
    7. 7. Who uses it?
    8. 8. Inactives Spectators Joiners Collectors Critics Creators Who uses social media? Source: Groundswell, Forrester Research, 2008. Publish a blog Publish your own web pages Upload video you created Upload audio/music you created Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add ‘tags’ to web pages or photos ‘Vote’ for websites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
    9. 9. Why bother?
    10. 10. 1. It’s HUGE 2. It’s TRUSTED 3. It IMPACTS YOUR BUSINESS 4. It’s NOT GOING AWAY Why bother with Social Media?
    11. 11. 2/3 OF THE GLOBAL INTERNET POPULATION VISITS SOCIAL NETWORKS Nielsen, Global Faces & Networked Faces, 2009 #1 It’s HUGE
    12. 12. SOCIAL MEDIA MAKES UP ALMOST 10% OF ALL INTERNET TIME. THAT’S AN 83% INCREASE OVER THE PAST YEAR. Nielsen, Global Faces & Networked Faces, 2009 #1 It’s HUGE
    13. 13. Source: The Nielsen Company, 2nd June 2009 #1 It’s HUGE TIME SPENT ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING FOR 10% OF ALL INTERNET TIME Nielsen, Global Faces & Networked Faces, 2009
    14. 14. 1. #1 It’s HUGE
    15. 15. Source: Universal McCann Comparative Study on Social Media Trends, April 2008 13,000,000The number of articles available on Wikipedia #1 It’s HUGE
    16. 16. 83% have watched movies online 45% of teens spend time on the internet and 28% in front of TV Source: Universal McCann Comparative Study on Social Media Trends, April 2008 Nielsen, Global Faces & Networked Faces, 2009 100,000,000The number of YouTube videos viewed per day #1 It’s HUGE
    17. 17. 77% of active online users have read a blog 346,000,000 read blogs globally Blogging grew by 68% last year Source: http://technorati.com/state-of-the-blogosphere/ #1 It’s HUGE WORDPRESS currently being downloaded 430,000 times a WEEK
    18. 18. Source: Universal McCann Comparative Study on Social Media Trends, April 2008 3,600,000,000The number of photos archived on Flickr at June 2009 #1 It’s HUGE
    19. 19. 57% joined a social network Source: Universal McCann Comparative Study on Social Media Trends, April 2008 Over 110,000 in Malta network Source: O’Reilly Media, August 2009 #1 It’s HUGE
    20. 20. 3,000,000 The average number of tweets per day Immediacy Brevity ‘Pull’ not ‘push’ Searchability Mix of public & personal Retweeting 1382%The monthly growth rate of Twitter users from January to February 2009 #1 It’s HUGE
    21. 21. #2 It’s TRUSTED
    22. 22. People trust each other, and now they have the tools to communicate with each other using social technologies and mobile with or without brands involved. Trust has shifted to the participants. Jeremiah Owyang, www.web-strategist.com #2 It’s TRUSTED Companies aren’t trusted, brands aren’t trusted, and nor are your executives.
    23. 23. 78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. Source: Nielsen, Trust in Advertising Report, 2007 SOCIAL MEDIA IS DEMOCRATISING COMMUNICATIONS. BIG TIME. #2 It’s TRUSTED
    24. 24. The old communication model was a MONOLOGUE. 14% OF PEOPLE TRUST ADVERTISING #2 It’s TRUSTED Source: Nielsen, Trust in Advertising Report, 2007
    25. 25. SOCIAL MEDIA IS LIKE WORD OF MOUTH ON STEROIDS. #2 It’s TRUSTED
    26. 26. SOCIAL MEDIA IS DEMOCRATISING COMMUNICATIONS. BIG TIME. #2 It’s TRUSTED
    27. 27. PEOPLE ARE TALKING ABOUT YOUR BRAND RIGHT NOW. #3 It IMPACTS YOUR BUSINESS
    28. 28. The brand does not live in the voices of PR. It lives in the VOICES of YOUR CUSTOMERS. Source: Forrester Research, 2009. #3 It IMPACTS YOUR BUSINESS
    29. 29. #3 It IMPACTS YOUR BUSINESS
    30. 30. 31 #4 It’s NOT GOING AWAY
    31. 31. 32 #4 It’s NOT GOING AWAY
    32. 32. #4 It’s NOT GOING AWAY
    33. 33. #4 It’s NOT GOING AWAY
    34. 34. #4 It’s NOT GOING AWAY
    35. 35. CLAY HEBERT CEO TribesWin.com Someone who ‘GETS IT’…
    36. 36. “IN 2009, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.” Source: IAB Platform Status Report – User Generated Content, Social Media & Advertising
    37. 37. Why is this happening?
    38. 38. Social • People’s desire to network • Increasing reliance on word of mouth • Rebel against institutional power Technology • More and more people online • Faster, ubiquitous connections • Web 2.0 • Convergence finally meets user-generated content Economics • Crowd sourcing • Scramble for new business models (freemium still being deployed) Social media is a GROUNDSWELL from a collision of three forces
    39. 39. BLOG TWITTER FACEBOOK LINKED IN DELICIOUS SLIDE SHARE ME-CONOMICS (I AM THE BRAND) Source: Dachis Group, 2009. YOU TUBE
    40. 40. IT USED TO BE ABOUT COMMAND AND CONTROL BRAND AS BROADCASTER Source: Dachis Group, 2009.
    41. 41. FACILITATION LEADS TO ENGAGEMENT BRAND BRAND AS FACILITATOR influencers friends Source: Dachis Group, 2009.
    42. 42. “We don’t respond to Bloggers”. Michael Dell. August 2005
    43. 43. ENGAGEMENT LEADS TO PARTICIPATION
    44. 44. … and POTENTIAL ADVOCATES FOR YOUR BRAND
    45. 45. WEBSITE BLOG TWITTER FACEBOOK LINKED IN DELICIOUS SLIDE SHARE NOW, JUST HAVING A WEBSITE IS NOT ENOUGH!! YOU TUBE
    46. 46. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A SOCIAL MEDIA PRESENCE. 85% BELIEVE IT SHOULD INTERACT WITH ITS CUSTOMERS. Cone, Business in Social Media Study, 2008
    47. 47. And then you hit a wall
    48. 48. IF IT’S SO GOOD .. WHY ARE COMPANIES SCARED?
    49. 49. Employees will WASTE TIME • Sensible social media guidelines • Mobile devices mean you cannot stop people getting access to the Internet
    50. 50. 55We will lose control of OUR BRAND • You never had much control! • Better to listen and take remedial action • Your community will come to your defence if attack not merited
    51. 51. It’s NOT REALLY FREE! • It needs the same commitment, funding and ownership as any other strategic initiative • Get someone who has got their hands dirty with social media on board!
    52. 52. 57 We will give away SECRETS! Risks not mitigated by non- participation. Just train people to be sensible.
    53. 53. We can only do PR! If you can only shout, don’t get into social media, because you will be found out
    54. 54. How business is taking to Social Media
    55. 55. Social Networking Activities of US companies 31% 30% 29% 23% 23% 21% 18% 14% 13% 11% 0% 5% 10% 15% 20% 25% 30% 35% CEO is on Facebook Social networking is part of business and operations strategy Utilise social networking as a tool to manage and build our brand Utilise social networking as an internal communications tool Utlise social networking for recruiting Utilise social networking to engage employees Company has an employee-created Facebook group CEO has a Twitter profile Post corporate videos on YouTube Company has a corporate-sponsored Facebook group % of respondents Source: Deloitte Ethics & Workplace survey, May 19 2009 (n=500)
    56. 56. 0.0% 20.0%40.0%60.0%80.0% Branding Information sharing Public relations Understanding… Lead generation Collaborative work Internal communication Sales support 71.8% 70.5% 65.8% 56.6% 54.9% 38.4% 32.1% 25.8% Which of the following business functions do you use social media to improve? Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected between March 13th and April 4, 2009
    57. 57. 6.3% 7.9% 11.2% 13.3% 16.8% 17.3% 25.4% 1.8% Which one business function are you most considering using social media for? Sales support Collaboration Information sharing Understanding customers Public relations Branding Lead generation Internal communication Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected between March 13th and April 4, 2009
    58. 58. Blogs Twitter Online communities Facebook LinkedIn YouTube Wikis Forums Ratings/Reviews Groups Ning Xing MySpace 18.1% 17.5% 14.7% 13.8% 11.8% 9.7% 5.4% 4.1% 3.8% 2.6% 2.1% 0.7% 0.5% Which one social media network or tool is your organisation most considering using in the future? Source: Social Media Today, June 2009: members survey based on sample of 632 respondents. March 13th and April 4, 2009
    59. 59. 71.9% 68.7% 55.1% 48.6% 20.0% 15.3% 5.8% Sharing breaking news Extending a personal face to… Keeping in immediate touch with… Getting feedback from customers Offering products for sale Organise meetings Keeping management in touch with… Twitter functionality used by business Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected between March 13th and April 4, 2009
    60. 60. 6.9% 10.0% 15.5% 18.1% 20.8% 27.3% 25.4% What function is your organisation planning to use Twitter most in the future? Organising meetings Offering products for sale Getting feedback from customers Sharing breaking news Extending a personal face to customers Keeping in immediate touch with customers Keeping top management in touch with financial community Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected between March 13th and April 4, 2009
    61. 61. What are the best tactics to use? How do I measure ROI? Where do I start? TOP QUESTIONS BUSINESS PEOPLE WANT ANSWERED
    62. 62. Making it happen
    63. 63. People Objectives Strategies Technology Metrics 1 2 3 4 5 Five-Step Planning Process
    64. 64. Marketing PR ICT LegalConsultants Customer Care Influencers People 1 SET UP THE TEAM
    65. 65. WHAT DO YOU WANT TO ACHIEVE? Objectives 2
    66. 66. Always ALIGN your SOCIAL MEDIA objectives with your BUSINESS objectives INCREASE SALES CONTROL COSTS MAKE CUSTOMERS HAPPY ENHANCE THE BRAND Objectives 2 Some of these objectives SHOULD be QUANTIFIABLE
    67. 67. Strategies 3 You’re going to reap just what you sow Lou Reed, Perfect day.
    68. 68. Target HOW you reach them Strategies 3
    69. 69. Inactives Spectators Joiners Collectors Critics Creators Develop sustainable messages to the right audience Determine WHOM you want to reach And then HOW you want to reach them Source: Groundswell, Forrester Research, 2008. Strategies 3
    70. 70. Increase Website Visitors Increase Inbound Links Examine Search Volume Trends Increase Followers, Fans, Friends Increase number of Social Mentions Develop Blog and Microblogging touch points OBJECTIVE: Increase awareness Objective: RAISE AWARENESS Strategies 3
    71. 71. Increase Time spent on site Develop Customer service metrics Encourage Repeat visits Increase number of reviews Offer more to Followers, Fans, Friends Improve service quality using social media OBJECTIVE: Increase awareness Objective: INCREASE LOYALTY Strategies 3
    72. 72. Increase Click-throughs Increase Time spent on Site Reduce Bounce Rate Incentivise Repeat Visits Offers to Followers, Fans, Friends Set up Affiliate deals with 3rd Parties Improve E- commerce landing pages Objective: INCREASE SALES Strategies 3
    73. 73. Embrace Support Energize Talk Listen How deep are you wading in? Strategies 3
    74. 74. HOW TO LISTEN (using NetVibes) Strategies 3
    75. 75. HOW TO LISTEN AND TALK (using Hootsuite) Strategies 3
    76. 76. HOW TO RESEARCH (using Seesmic Deskstop) Strategies 3
    77. 77. Decision-makers cannot make informed choices about the use of social media until they have personally had experience with this technology Technologies 4
    78. 78. Key Social Media Platforms Blogs Wikis Photo Sharing Micro- Blogs Slide Sharing RSS Social Networks Social Bookmarking Podcasts Video Sharing Instant Messaging Which tools will support YOUR strategies best? Technologies 4
    79. 79. Technologies 4 Objectives Strategies Technologies LOCK Programmes Choose the RIGHT tools to support a set of PROGRAMMES
    80. 80. 85Metrics 5
    81. 81. Everything can be measured.. But measure the right stuff! Quantitative Metrics • Polls • Satisfaction Indexes • New Followers • New Subscribers • And more… Qualitative Metrics • Satisfaction • Loyalty • Authority • Interaction • Influence • Signal • Generosity • Velocity • Clout Metrics 5
    82. 82. General Metrics - Google Analytics - Pea Shoot Facebook Metrics - Facebook Insights Widget & Application Metrics - Google Analytics Twitter Metrics - Twitalyzer Metric Tools 5. Metrics Metrics 5 How to measure success
    83. 83. Some Local Applications
    84. 84. I have 3,500 MEMBERS… Now WHAT DO I DO WITH THEM?
    85. 85. LOCAL BLOGGER GETS HOTEL TO START BLOGGING
    86. 86. NATIONAL TOURISM ORGANISATION TRIES TO SEE THINGS THE WAY THE CASUAL VISITOR DOES
    87. 87. PERSONAL INSIGHTS ON LIVING AND WORKING IN MALTA. CONTENT MARKETING PLATFORM.
    88. 88. EARLY ADOPTION OF GOOGLE WAVE.
    89. 89. End thoughts
    90. 90. Social Media is still evolving 98 Era of social relationships Era of social functionality Era of social colonisation Era of social context Era of social commerce Start maturity 1995; 2003 to 2007 2007; 2010 to 2012 2009; 2011 2010 2012 2011; 2013 Descriptions Individuals assemble and connect with each other in online groups Social networks become operating systems Every website is now social, even if it doesn’t choose to be Websites deliver personalised content to visitors Online groups supplant brands Consumers Use simple profile and discussion features to share with each other Embed Web applications & widgets on their profiles to make experience more fun & useful Lean on their peers’ opinions to make decisions about products Opt in to share their identity in return for a more relevant Web experience Work with peers to define the next generation of products; also purchase in groups Brands Join online groups using conversational marketing or sponsorship, or create their own community Advertise, then sponsor, then create applications to provide utility to consumers Focus on influencers and include social recommendations Provide specialised content for visitors; get rid of registration pages Lean on groups to define products Social Networks Struggle with monetisation Share as developers to monetise applications Aggregate all implicit and explicit data, creating a new type of social inbox Become the identity system of the Web Offer features to help with product design and vendor management Other Media The world is more connected Office apps become social; even solitaire games have social leader boards Mobile devices trigger in-store displays to show custom content TV offers personalised interactive channels for viewers A new PR agency emerges that represents online groups – not brandsSource: Forrester Research, 2009
    91. 91. 99 Think STRATEGY before you get hooked on the TOOLS
    92. 92. Go fishing. Create social media outposts to interact with customers, prospects, prospective employees and create new business opportunities
    93. 93. Refresh your content regularly.
    94. 94. “I believe that people would rather have a conversation with a person, than a brand.” Scott Monty, Ford
    95. 95. Listen (DON’T Preach) Engage (DON’T Bully) Be Personal (DON’T get Officious) Find the right TONE
    96. 96. BLOG TWITTER FACEBOOK LINKED IN DELICIOUS SLIDE SHARE Source: Dachis Group, 2009. This guy really matters now YOU TUBE
    97. 97. WEBSITE BLOG TWITTER FACEBOOK LINKED IN DELICIOUS SLIDE SHARE Drive the business HOME from all outposts AFFILIATES SKYPE MSN EMAIL PR YOU TUBE ADVERTISING
    98. 98. Nurture your community. Fans on Facebook need either education or entertainment. Or both.
    99. 99. Be prepared to do ROI
    100. 100. This is the new way of the world
    101. 101. Welcome to the age of human sharing
    102. 102. Alex Grech alex.grech@strategyworks.net http://twitter.com/alexgrech
    103. 103. Acknowledgements Images from Flickr under Creative Commons licences http://www.flickr.com/photos/60577574@N00/2281428223 http://www.flickr.com/photos/pinksherbet/233228813 @jasonbaer @armano @mzkagan http://www.flickr.com/photos/larslars/718618057 http://www.flickr.com/photos/luc/1824234195 http://www.flickr.com/photos/andrewmorrell/55032223
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