Business Club Presentation 26th January, 2010

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The slides from the Social Media / Web 2.0 Overview session for Business Club Scotland

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  • There are a whole bunch of videos around Social Media in Plain English e.g. RSS in Plain English
  • http://www.care2.com/Care2 - largest online community for healthy and green living, human rights and animal welfare.
  • PatientOpinion: Make the Wisdom of Patients Available to the NHS Patients and carers can find out what other people think of local hospitals, hospices and mental health services. And lots of people share the story of what happened to them or their family when they were ill. Most important of all patients and carers can tell it like it is - patients and carers know what the service was like and come up with lots of great ideas about how it could be better.PatientOpinion is a social enterprise, not-for-profit and part funded by the hospitals and primary care trusts that are the focus of many of the comments. http://www.patientopinion.org.uk/
  • We’ve stopped listening. Stopped listening in Tourism, Consumer Goods,
  • Lion Brand Yarn launch Blog and Podcast to engage the Knitting Community15-20,000 podcast downloads. Tens of thousands of readers of blog.Those using social media to interact - 83% more likely to identify as ‘very brand loyal’Traffic from social media routinely converts at a much higher rate than other sources
  • Number10.gov.uk is built using Wordpress, an opensource (blogging) platform. It mashes video and images whilst providing latest news articles (traditional blog posts). This website was not expensive to build but it is simple and effective. The platform itself is free. http://www.number10.gov.uk/
  • Business Club Presentation 26th January, 2010

    1. 1. An Insight into Social Media for Businesses<br />Alan Stevenson<br />ast3v3nson@googlemail.com<br />Jim Hamill<br />jim.hamill@ukonline.co.uk<br />January, 2010<br />
    2. 2. Agenda<br />What is it? Implications for my business? <br />How big is it?<br />Examples<br />Next Steps <br />
    3. 3. Web 2.0 / Social Media<br />An Overview<br />Applications<br />Features and Characteristics<br />Implications<br />
    4. 4. Applications<br />Blogs<br />Social Network Sites<br />Virtual Realities<br />Social Content <br />RSS Feeds<br />Wikis<br />Mash Ups<br />Podcasts<br />Social Bookmarks<br />Mobile Web; Internet Telephony<br />Social Applications <br />Twitter<br />
    5. 5.
    6. 6. Characteristics<br />Openness<br />Communities and Networks<br />Hosted Services<br />Interactivity<br />Global <br />Peering <br />Mass Collaboration<br />Sharing <br />Social Element<br />The Internet as the platform<br />Empowerment<br />
    7. 7. Impact<br />Customer Experience <br />Business Intelligence<br />Processes and HRM<br />Customer Interaction<br />Mindset <br />Customer Insight <br />Rich Internet Applications<br />Product Development <br />Sales & Marketing<br />IT Infrastructure<br />Reputation Management<br />
    8. 8. Web 2.0 Applications<br />Open source<br />Online Applications/ Web Services<br />Social Network Sites<br />Social Content – Social Bookmarking<br />Blogs or Weblogs<br />Wikis<br />Podcasts/ Vodcasts<br />Virtual Realities<br />Mash Ups<br />RSS Feeds<br />Mobile Web; Internet Telephony<br />Twitter<br />Impact – Wikibusiness<br />Mindset<br />Business Intelligence<br />Customer Insight and Understanding<br />Customer Interaction<br />Enhanced Customer Experience – Rich Internet Applications<br />Reputation Management<br />Sales and Marketing <br />Product Development and R&D e.g. engage and co-create<br />IT/Software/Applications<br />Operations, Internal Processes and HRM<br />Characteristics<br />Communities and Networks<br />Openness<br />Sharing<br />Peering<br />Hosted Services – online applications; the Internet as the platform<br />Interactivity<br />Social Element<br />Mass Collaboration<br />Empowerment<br />Global<br />
    9. 9.
    10. 10.
    11. 11. www.mashable.com<br />
    12. 12. Business Implications<br />
    13. 13. Three Simple Questions<br />Who are our customers?<br />Where do they hang out in social media?<br />How can we best engage with and energise them?<br />
    14. 14. Where on the Net<br />Where do I find my tribe, online?<br />Religious Book Seller: Christians, Faith Groups<br />Football Memorabilia Company: Football Fans, Collectors<br />Construction Company: Construction Buyers<br />Charity: People interested in Giving / Making a Difference<br />NHS: People using our services<br />Tourism Destination: New and Existing Visitors<br />Brewer of Real Ale: Real Ale Aficianodos<br />
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21.
    22. 22. Business Implications<br />Major impact on consumer behaviour, especially in information intense industries – ‘customer to customer’ reviews and recommendations<br />Declining effectiveness of traditional approaches to sales, marketing, brand promotion etc<br />New mindsets and new approaches required - Marketing as a ‘conversation with your customers, a conversation with your network’<br />New performance measures required<br />‘Power shift’ – Web 2.0 empowers customers, empowers the network<br />
    23. 23. Business Implications<br />All revolutions have ‘winners’ and ‘losers’<br />‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships<br />Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation<br />Requires new performance measures <br />Quality of your network<br />Relationship strength<br />Ability to leverage<br />
    24. 24. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) <br />
    25. 25.
    26. 26. Impact<br />The need for new business/marketing models<br />Traditional approach:<br />Product development – Differentiate – Market and Promote - Sell<br />New model based on: <br />Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally<br />Engage and energise<br />‘Create the Buzz’<br />
    27. 27. How Big Is It?<br />
    28. 28. How Big Is It?<br />Time spent on social network sites is growing 3 times faster than the Net itself<br />Social media messages have replaced e-mail as the dominant form of e-communications<br />If Facebook was a country – it would be the 4th most populated in the world<br />93% of social media users think that companies should be actively engaged<br />
    29. 29. How Big Is It?<br />13 hours<br />Amount of video uploaded on youtube every minute<br />412.3 years<br />Time to view all youtube videos<br />100,000,000<br />Number of youtube videos viewed every day<br />13,000,000<br />Number of articles on wikipedia<br />3,600.000,000<br />Number of images on flickr<br />
    30. 30. How Big Is It?<br />1382%<br />Monthly growth of twitter<br />3,000,000<br />Average number of tweets per day<br />1,000,000,000<br />Amount of content shared on F/book every week<br />5,000,000<br />Number of active Barrack Obama supporters across 15 social networks<br />
    31. 31. Relevant Examples<br />
    32. 32. Creating a Buzz about..<br />Knitting<br />Food Mixers<br />You can’t be serious!!<br />
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37. Providing New Ways… <br />to Expand Your Markets<br />
    38. 38. Turning International Marketing…<br />On Its Head <br />
    39. 39. <ul><li>About Us: I am a manufacturer of safety harnesses for industrial use. My belay system is an innovative design It ensures that users (injured or not) are returned to ground safely.
    40. 40. My target customers: Health & Safety Equipment Resellers; Health & Safety Consultants; Health & Safety Representatives
    41. 41. My target industries: Utilities, Construction; Other industries that require height work</li></ul>Safety Harness Company<br />
    42. 42. Safety Harness Company<br />
    43. 43. Safety Harness Company<br />
    44. 44. New Business Models… <br />Fashion Brands v Community Brands<br />
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49. Punching Above Your Weight…<br />
    50. 50.
    51. 51.
    52. 52. New Ways… <br />to Provide Support<br />
    53. 53.
    54. 54.
    55. 55.
    56. 56. New Ways to…<br />Enhance & Destroy <br />Your Reputation<br />
    57. 57.
    58. 58.
    59. 59.
    60. 60. New Ways…<br />To Build Your Web Presence<br />
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66.
    67. 67.
    68. 68. Or Build a Very Different <br />Web Presence<br />
    69. 69.
    70. 70.
    71. 71.
    72. 72.
    73. 73. Next Steps<br />
    74. 74. Next Steps<br />Get Involved<br />Google Alerts, Linkedin, BT Tradespace<br />Attend a strategy workshop<br />Join <br />www.web2-0cpd.com<br />www.tourism2-0.co.uk<br />
    75. 75.
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    78. 78.
    79. 79. Ten Web 2.0/<br />Social Media Tips<br />
    80. 80. Social Media Tips<br />Mindset change<br />Response policy for review/recommendation sites<br />Get involved and learn more – the SM learning curve<br />Internal audit<br />External audit – your social media landscape<br />
    81. 81. Social Media Tips<br />Social media strategy development and implementation<br />Align and integrate<br />Organisational, people aspects<br />KPIs and performance measurement<br /> On-going dialogue and conversation<br />
    82. 82. Response Policy<br />Monitor what is being said, where….<br />Thank them for taking the time to leave a review<br />Highlight any positive aspects first<br />Emphasis your customer centricity<br />Atypical experience<br />Apologize (if it’s a legitimate complaint)<br />Your action on their feedback. How you address it<br />Provide an offline channel for continuing the conversation. Ask them to call or e-mail<br />Send strong message to readers…..<br />
    83. 83. Social Media <br />Development Cycle<br />
    84. 84. Social Media Audit<br />Current Activities<br /><ul><li>Engagement </li></ul> Review<br /><ul><li>Benchmarking</li></ul>Performance Measurement<br />Social Media Landscaping<br />1<br />Feedback<br /><ul><li>4Is Monitor
    85. 85. Project Evaluation</li></ul>Assess Opportunity<br /><ul><li>Mentions Analysis
    86. 86. Channel Analysis</li></ul>SOCIAL MEDIA DEVELOPMENT CYCLE<br />7<br />2<br />Knowledge Transfer<br />Implementation<br />Key Initiatives<br /><ul><li>Media Services
    87. 87. Project Support</li></ul>Engage and Upskill<br /><ul><li>Strategy W/Shops
    88. 88. Practical W/Shops</li></ul>Strategy Development<br />Organisational Development<br />3<br />6<br />Sustainability<br /><ul><li>Capability Review
    89. 89. Skills Development</li></ul>Balanced Approach<br /><ul><li>Scorecard Planning
    90. 90. Initiative Planning</li></ul>4<br />5<br />
    91. 91. Bob Dylan<br />Come gather &apos;round people<br />Wherever you roam<br />And don’t criticise<br />What you can&apos;t understand<br />Your sons and your daughters<br />Are beyond your command<br />Your old road is<br />Rapidly agin‘<br />Then you better start swimmin’<br />Or you&apos;ll sink like a stone<br />For the times they are a-changin’<br />
    92. 92. Questions<br />
    93. 93. Thank You<br />

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