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"Growing your businessin a digital world" to HP SMB Group
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"Growing your business in a digital world" to HP SMB Group


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  • 1. 20 MAY 2011 growing your business in a digital world
  • 2. I’m Allister
  • 3. something big ishappening
  • 4. 1x 15,000x
  • 5. Our journey to connectednessConnectedness 1970 1980 1990 2000 2010
  • 6. social media changes everything
  • 7. Social Media comprises onlineapplications, platforms and mediafocused on collaboration, sharingand interaction between users.
  • 8. “It’s just people having conversations online”
  • 9. Presentations Search Video Sharing Wikis RSS Microblogging Photo Sharing Podcasting BookmarkingBlogging Professional Social Networking
  • 10. An average hour online +159% +11%+84% -66%-36% Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)
  • 11. Top 10 Uses of Social Media Meet new people To share new experiencesStay in touch with friends To share knowledge To feel like I belong To promote myself Make contacts for work Fun / entertainment To earn respect To change opinions Source: Universal McCann Wave Study 4 / % of active internet universe
  • 12. Younger Me (1993)
  • 13. Older Me (2008)
  • 14. Today Me (2011)
  • 15. of people trust recommendations from people they knowSource: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  • 16. What do we trust? Trust Trust Don’t trust Don’t trust completely somewhat much at all Recommendations from people I knowCONVERSING Brand web sites Consumer opinions posted online Editorial content like newspaper articles Brand sponsorships Ads on TV Ads in newspapers Ads in magazines Ads on radioSHOUTING Billboards & other outdoor advertising E-mails I signed up for Ads before movies Ads served in search engine results Online video ads Online banner ads Text ads on mobile phonesSource: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  • 17. A day in the life of a Tweet Photo Posted to Retweeted taken Twitter Enters the blogosphere Posted to Indexed by Facebook Google/Bing Submitted to social bookmarking sites Used in office Forwarded around e-mails the web, foreverInspired by
  • 18. social is everywhere
  • 19. advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being boring.
  • 20. from shouting to conversing
  • 21. Marketing in a Digital World
  • 22. Paid Owned Earned
  • 23. on Halloween we eat a lot of sausage. That’s tradition. Is anyone dressing up as a sausage for Halloween this year? next week is pub week, and sausage week, and then Costume Halloween so we must eat Party pumpkin pie and toffee apples? Did I miss pie week? Going Happy Candy DressLove
  • 24. tips for marketers
  • 25. invest insocial leadership
  • 26. invest insocial players
  • 27. invest intools & expertise
  • 28. develop yourSRO strategy SRO = Social Recommendation Optimisation
  • 29. listen, then engage
  • 30. go where the audience is
  • 31. createsocial objects
  • 32. use multiple interfaces
  • 33. make it betterwhen shared
  • 34. show some personality Juvenile Companydelinquent robot
  • 35. fail fast,learn faster (again and again…)
  • 36. What’s the cost of not being social?
  • 37. Thank you for listening
  • 38. @allisterf© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.