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Social Media by Microsoft (for AITO)


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What is social media and how should small and medium businesses get started? …

What is social media and how should small and medium businesses get started?

Presentation first given by Allister Frost, Group Marketing Communications Lead at Microsoft UK, to the annual conference of the Association of Independent Tour Operators and their specialist independent Travel Agencies.

Published in: Technology, Business

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  • 1. Anyone for Social Intercourse? for
  • 2. I’m Allister
  • 3. I’d like to talk about Social Media
  • 4. What changed?
  • 5. Our journey to connectedness Connectedness 1970 1980 1990 2000 2010
  • 6. What is Social Media? Social Media comprises online applications, platforms and media focused on collaboration, sharing and interaction between users.
  • 7. Social Networking Blogging Photo Sharing Video Sharing RSS Podcasting Microblogging Bookmarking Search Professional Wikis Presentations
  • 8. Meet Rachelle
  • 9. What are we doing online? Source: UK Online Measurement Company, April 2010
  • 10. Why do we use Social Media? Meet new people 71% Stay in touch with friends 62% To feel like I belong 61% To share new experiences 55% To promote yourself 52% Fun/entertainment 51% Make contacts for work 51% To earn respect 44% To share knowledge 43% To change opinions 42% Source: Universal McCann Wave Study 4 / % of active internet universe
  • 11. The impact for marketers
  • 12. of people trust recommendations from people they know Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  • 13. Who do we trust? Trust Trust Don’t trust Don’t trust completely somewhat much at all Recommendations from people I know 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 radio 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 phones Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  • 14. Who cares about a few tweets? 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, forever Inspired by
  • 15. We need another way
  • 16. The more specialist you are, the better your chances of standing out
  • 17. Big budgets don’t win. “PAY TO PLAY” is history. Now it’s “PLAY TO PLAY. With thanks to Alex Bogusky, Co-Chairman of Crispin Porter & Bogusky
  • 18. On a level playing field David can beat Goliath
  • 19. But where to start?
  • 20. Listen before you engage
  • 21. Create a social object
  • 22. Segment your audience into tribes
  • 23. Give them multiple interfaces
  • 24. Make it better when shared
  • 25. Track and optimise (again and again…)
  • 26. A bad place for a garage sale
  • 27. Build it and they will not come
  • 28. Social Media is not free
  • 29. What’s the cost of not being social?
  • 30. Be interesting Be useful Be yourself
  • 31. Thank you for listening
  • 32. © 2010 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.