Social Media: An Introduction for Businesses

Social Media
An Introduction for Businesses
Presented on behalf of Business Link in the South West

Introduction
These slides are used during a series of presentations provided to small to medium enterprises (SMEs) attending a Business Link workshop on Social Media..
The presentation is intended to give an overview of various aspects of Social Media theory, practice and technology, leading on to more comprehensive training in each area.
You can find details of future events in the south west region by visiting the Business Link website here.
Where possible, links to further resources have been included throughout the presentation.

Before we get started… Who Am I?
My name is Aren Grimshaw.
I am a Social Media Consultant working with businesses and organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers.
I have been working in sales, marketing and media roles for over 10 years.
I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivalsand a UK Regional Coordinator of Twestival UK 2010.
You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.

Part One
Introducing Social Media for Business

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 > Web 2.0
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 / Net Gens
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

Take a look at the Conversation Prism...

What is Facebook?
Launched 2004
500m Active Users
50% of users are between 25-49

Latest Statistics
50% log on in any given day
150m+ access via mobile devices (and are twice as active)
35m+ users update their status each day
60m+ status updates posted each day
30bn+ pieces of content shared per month
Source: http://www.facebook.com/press/info.php?statistics

An Average user…
130+ Friends
55 minutes on the site per day
Is connected to 80 pages, groups &events
Adds 25 comments to content each month
Creates 90 pieces of content each month
Source: http://www.facebook.com/press/info.php?statistics

Some Statistics
77% active internet users read blogs
133m+ blogs
55% more traffic

What is Twitter?
Social Network
Blogging Platform
Search Engine
Focus Group
News Wire

Some Statistics
105m registered users
300k new users sign up per day
180m unique visitors per month
600m+ search queries on Twitter per day

An Average user…
Is 31
Has 126 Followers
75% of traffic comes from third-party apps
37% of active users use their phone to update

Location
Web Address
Bio
Avatar
Custom
Background

What is LinkedIn?
‘Professional Network’
65m+ members
150 industries
200 countries / territories

Some Statistics
1 new user per second
£68,000 Average earnings
46% decision makers

Developing a Strategy

Developing Your Strategy (CARAT)
C
Community Targets
A
Aims & Objectives
R
Resources Available
A
Approach or Strategy
T
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

Part Two
Getting Started: Your First 5 Steps

Your first 5 steps...
Start monitoring
Improve your current marketing
Build your online network
Set up your corporate profiles
Develop a strategy

1. Start Monitoring
“Just because you leave the room, it doesn’t mean that those left behind aren’t talking about you.“
Even if you decide Social Media isn’t for you, you should set up alerts to inform you of any comments made about your company.

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
A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following:
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

4. Set up your corporate accounts
Choose the right type of account
Make it clear what people should expect
Encourage regular interaction
Avoid spamming

Facebook Groups, Pages & Profiles
Profiles = Individuals
Your connections are known as ‘Friends’
Pages = Businesses and Organisations
Individuals ‘Like’ your Page (Your organisation)
Administered by an individual(s) Profile (private)
Groups= ‘Communities’
Individuals ‘Join’ your Group
Administered by an individual(s) Profile (public)

Facebook Help
Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages
Facebook Page Setuphttp://www.facebook.com/page

5. Develop a Strategy
When you are ready to start putting resource into your efforts you should set out what you aim to achieve.
Ask yourself:
Where are we now?
Where do we want to go?
How are we going to get there?

Where are you now?
Collect all your current performance figures (Benchmark)
Website visitors
Number of purchases
Time on site
Mentions on social networks
http://google.com/analytics

Where do you want to get to?
Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)
Decide how you will measure your results – link to your initial benchmark

How are you going to get there?
Remember this...?
C
Community Targets
A
Aims & Objectives
R
Resources Available
A
Approach or Strategy
T
Technology to be Used

Getting more support...

More support
There is a wealth of knowledge available on the internet to help with your efforts; however, we recognise that sometimes finding the information you need can be difficult.
In the first instance you should speak to your Business Link adviser for advice and guidance.
www.businesslink.gov.uk

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

Social Media: An Introduction for Businesses

by Aren Grimshaw on Sep 02, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 279

Statistics

Social Media: An Introduction for Businesses — Presentation Transcript

http://arengrimshaw.co.uk	270
http://mj89sp3sau2k7lj1eg3k40hkeppguj6j-a-sites-opensocial.googleusercontent.com	9