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Business Link SW: An Introduction to Social Media for Business
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Business Link SW: An Introduction to Social Media for Business

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A copy of the slides used in Aren Grimshaw's presentations on behalf of Business Link South West in the first quarter of 2011. ...

A copy of the slides used in Aren Grimshaw's presentations on behalf of Business Link South West in the first quarter of 2011.

The presentation slides are designed to accompany a live presentation given to small groups of businesses in the south west.

To enquire about a presentation in your area please contact Aren on info@arengrimshaw.co.uk or go to www.arengrimshaw.co.uk for more information.

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  • 1. http://www.campaignlive.co.uk/news/964382/Viral-View-Social-Technographics-keeping-online-audience/2. http://econsultancy.com/reports/social-media-and-online-pr-report

Business Link SW: An Introduction to Social Media for Business Business Link SW: An Introduction to Social Media for Business Presentation Transcript

  • Business Link in Cornwall and the Isles of Scilly, Devon and Somerset
  • Before we get started… Who Am I?
    Aren Grimshaw
    Social Media Consultant
    • I help businesses, organisations & individuals use Social Media sites more effectively.
    • I’ve worked in sales, marketing and media roles for over 10 years.
    • I’m co-founder of Cornwall Social Media Cafe
    • I was the lead organiser behind two Cornwall Twestivals& UK Regional Coordinator of Twestival UK 2010.
  • 60% of European Consumers now engage with Social Media on a regular basis
    64% of UK Companies say they have experimented with Social Media
    However…
  • This leaves some important questions unanswered…
    • What is Social Media?
    • Is it just another fad?
    • Is anyone making any money?
    • Where do I start?
  • What is Social Media?
  • “Media for social interaction, using highly accessible and scalable publishing techniques.”
    Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media
  • or
    “...it’s how people read,
    discover and share
    information.”
  • Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales
  • The Key Aspects & Terminology
    Web 1.0, 2.0 & 4.0
    Real Time
    Viral
    Authenticity / Transparency
    User Generated Content (UGC)
    Consumer Generated Media (CGM)
  • Putting it in context – Why now?
    Technology
    Society
    Computing Power
    Processor Power
    Internet Speeds
    Digital Cameras
    iPods
    Smartphones
    iPhones / iPads
    Generation Y / Millennials
    Out of Town Shopping
    E-commerce
    Longer Working Hours
    Migration & Immigration
    Erosion of Community Centres
    The Age of Spin
  • The Technology
  • Social Media Platforms
    File Sharing Sites
    Blogs
    Social Networks
    Social Bookmarks
    Live Streaming
    Forums
    Wiki Sites
    Aggregators
    Review Systems
  • Facebook
    Launched 2004
    500m Active Users
    50% of registered users are between 25-49
    32% of visitors to the site 35 years or older
  • Facebook
    50% log on in any given day
    200m+ access via mobile devices (and are twice as active)
    250m+ people engage with Facebook on external websites
    900m+ objects that people interact with(pages, groups, events & community pages)
    Source: http://www.facebook.com/press/info.php?statistics
    Source: http://www.facebook.com/press/info.php?statistics
  • An Average user…
    38 years old
    130 Friends
    Spends 55 minutes on the site per day
    Is connected to 80 pages, groups &events
    Creates 90 pieces of content each month
    Adds 25 comments to content each month
    Source: http://www.facebook.com/press/info.php?statistics
  • Blogs & Blogging
    133m+ blogs
    77% internet users read blogs
    Two thirds of bloggers are male
    60% are 18 – 44 years old
    75% have a college education or above
    50%+ are married
    50%+ have kids
  • Blogs & Blogging
    56% say their blog has helped their company establish a position as ‘thought-leader’
    58% of bloggers say they’re better known in their industry as a result
    94% of bloggers reported measurable SEO benefits within 12 months
  • What is Twitter?
    • Blogging Platform (Micro-blogging)
    • Social Network
    • Search Engine
    • Focus Group
    • News Wire
  • Twitter
    Launched 2006
    175m registered users (reported)
    15m new users per month (reported)
    100m accounts opened in 2010
    180m unique visitors per month
    25bn tweets sent during 2010
  • Some Statistics
    600m+ search queries on Twitter per day
    37% access via a mobile device
    75% of traffic via third-party applications
  • An Average user…
    Is 39 years old
    Has 126 Followers
    Only 11% aged between 12 to 17
    35%+ (US) are over 35 years of age
  • What is LinkedIn?
    ‘Professional Network’
    Founded in 2003
    85m+ members
    150 industries
    200 countries – all 7 continents
    Gains 1 new user per second
  • Some Statistics
    11m users in Europe
    4m UK users
    Average user age of 44
    70% of visitors over 35 years old
    75% of visitors college educated or above
  • Developing a Strategy
  • Developing Your Strategy (CARAT)
    Community Targets
    Aims & Objectives
    Resources Available
    Approach or Strategy
    Technology to be Used
  • Identifying your Community
    C
    I
    P
  • Defining Objectives
    SEO: link building, content factors
    Marketing: Promote business, brand awareness
    PR: Manage reputation, get news out
    Sales: New contact routes, increase purchasing
    Engagement: Increase loyalty, foster word of mouth
    Research: Identify trends / niches, consultation
    Management: Collaboration, knowledge sharing
  • Allocating Resources
    Time
    Money
    People
    Skills
    Business As Usual Activity (BAU)
  • The Approach
  • The VCP Rule
    Visibility
    Credibility
    Profitability
  • The VCP Rule
    Visibility
    Reach but no Results
    (Technology Centred Approach)
  • The VCP Rule
    Credibility
    No chance to connect – no results
    (Content Focused Approach)
  • Is anyone making any money?
  • UKNetWeb Limited
    Small to Medium Enterprise
    Based in St.Agnes, Cornwall
    5 Full Time Staff
    Primary services:
    Web Development (Ecommerce)
    Internet Consultancy
    Social Media Integration
  • Social Media Activities
    Blogging & Micro-Blogging
    Social Networking
    Professional Networking
    File-Sharing
    Webinars & Other Events
  • Results – Web Traffic
  • Results – Bottom Line
    In a 6 month period:
    500% increase in new business enquiries through social networks
    2/3 of all enquiries through social networks
    100% increase in average order values
    Opened up UK & international markets
  • Results: More Examples
    Dell
    $7m Twitter Sales
    Twestival (2010)
    SW / Wales Region approx. £20,000 to date
    UK £62,000 to date
    Surfers Against Sewage
    New members, increased activity
  • What could you gain?
    Increased brand awareness & credibility
    Increased web traffic & website engagement
    Higher average order values
    More repeat business, increased loyalty
    Reach into new markets / existing markets
    Insight into customer opinions & opportunities
    More sales & increased profitability
  • Getting Started: Your First 3 Steps
  • Your first 3 steps...
    Start monitoring
    Improve your current marketing
    Build your online network
  • 1. Start Monitoring
    “Just because you
    leave the room, it doesn’t mean that those left behind aren’t talking about you.”
  • 1. Start Monitoring
    Set up your alerts:
    Google Alertshttp://www.google.com/alerts
    Social Mentionhttp://www.socialmention.com
  • 2. Improve your current marketing
    Try ‘Passive Marketing’
    “Don’t tell them you’re funny, tell them a joke”
    “Get more bang for your buck”
  • “Get more bang for your buck”
    You’re delivering a presentation to a group of customers. Why not...
    Upload the presentation online?
    Broadcast the event live over the internet?
    Live-blog the event?
    Add all the guests as new contacts on online networks?
    Upload photos of the event?
  • 3. Build your online network
    Professional Networkinghttp://www.linkedin.com
    Social Networkinghttp://www.facebook.com
  • 3. Build your online network
    Connect with your existing contacts first
    Add new connections to your network as you meet them
    Don’t push your sales message at your contacts
    Don’t rush to speak, listen first
    Encourage debate among your network
  • Getting more support...
  • How can I help?
    Explaining How…
    I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams.
    Explaining What…
    Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives.
    Explaining Why…
    This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results.
    Doing it…
    I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.
  • Getting in touch
    Search for “arengrimshaw” on Google
    Or
    Tel: 01872 273103
    Mob: 07598 242212
    Email: info@arengrimshaw.co.uk
    Web: www.arengrimshaw.co.uk