Web 2.0/Social Media‘The times they are a changing’ Dr. Jim Hamill, Alan StevensonDepartment of Marketing, University of Strathclyde Hamill Associates/ AS Business Solutionsjim.hamill@ukonline.co.ukast3v3nson@googlemail.comOctober, 2009

ContentWeb 2.0/Social Media – overview (JH)Business use (JH)2.0 and the public sector (AS)Conversation (All)

What Is It?An over hyped ‘buzz’ word or a revolutionary change?Fundamental, revolutionary change in the way people use the Internet, their online experiences and expectationsFrom passive recipients of information/brand messages to active contributors (user generated content)Major impact on all aspects of life – business, education, media, politics, public sector, parenthood, football etc‘Power to the people’ – Web 2.0 empowers people – empowers customers – empowers the network

What Is It?Requires new ‘mindsets’ and new approaches - openness, sharing, collaboration, interaction, communities, social/professional networkingTalk WITH rather than AT – two way dialogue and conversations NOT one way broadcastingMarketing as a ‘conversation with your customers, a conversation with your network’Requires new performance measures – network quality, relationship strength, leverage – the ‘4Is’

Requires new ‘mindsets’ and new approaches - openness, sharing, collaboration, interaction, communities, social/professional networking

The ‘4Is’Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geographyInteraction – actions they take – read, post, comment, reviews, recommendationsIntimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Social Media Monitoring Tools –Audit, Assess, Impact

Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

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Web 2.0An OverviewApplicationsFeatures and CharacteristicsImplications

ApplicationsBlogsSocial Network SitesVirtual RealitiesSocial Content RSS FeedsWikisMash UpsPodcastsSocial BookmarksMobile Web; Internet TelephonySocial Applications Twitter

CharacteristicsOpennessCommunities and NetworksHosted ServicesInteractivityGlobal Peering Mass CollaborationSharing Social ElementThe Internet as the platformEmpowerment

ImpactCustomer Experience Business IntelligenceProcesses and HRMCustomer InteractionMindset Customer Insight Rich Internet ApplicationsProduct Development Sales & MarketingIT InfrastructureReputation Management

Business/Marketing 2.0Web 2.0 ApplicationsOpen sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterImpact – WikibusinessMindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience – Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g. engage and co-createIT/Software/ApplicationsOperations, Internal Processes and HRMCharacteristicsCommunities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

For Glasgow BusinessesBusiness Benefits

Business ImpactThe need for new business/marketing modelsTraditional approach:Product development – Differentiate – Market and Promote - SellNew model based on: Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globallyEngage and energise‘Create the Buzz’

Business BenefitsMarket KnowledgeCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer ExperienceBusiness IntelligenceReputation Management

Business BenefitsImproved Sales and Marketing Identify and network with high value, high growth prospectsProduct Development and R&D e.g. engage and co-createInternal cost savings Improved Operations and Internal ProcessesIncreased ROI

Does It Work?

Aberdeen Research Group – study of the social media practices of 250 organisations‘Best in class’ (50)‘Industry average (125)‘Laggards’ (75)‘Best in class’ outperformed others in many key areasCustomer satisfactionActionable insights deliveredReduced time to marketCustomer insightSource: Weber, 2009Does it work?

Web 2.0 in Action‘Creating the Buzz’Merchant City Tourism and Marketing Co-op

‘Creating the Buzz’To build greater brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; Glasgow’s ‘hidden gem’. Through the development, implementation and on-going management of a proactive social media communications strategy – engage with and energise the MC network of ‘advocates’ Advanced social media monitoring tools will be used to monitor project success

Strategic ObjectivesBuild brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; the ‘hidden gem’ of Glasgow Achieve sustained increase in visitor numbers and spendBuild a ‘quality customer base’/ strong network of MC ‘advocates’ Ensure that the project makes a significant contribution to the medium-term strategic goals and objectives of the MCMTC, VS Growth Fund, Glasgow City Tourism and the Scottish Executive’s Tourism Framework

Strategic ObjectivesMaximise the net economic impact of Merchant City tourism on Glasgow and Scotland generallyAchieve high ROI from project spend. Maximise MCMTC marketing effectiveness and marketing efficiency Build a strong network of local businesses, tourism partners and MC residents, working in collaboration to position MC as a ‘must visit’ destination and to achieve sustained growth in visitor numbers and spend

KPIsIncrease the % of visitors to Glasgow with awareness of the Merchant City from 26% (2007) to 50% (2011) Increase visitor numbers to the MC from 1.1m (2007) to 1.19m (2011) (project to make a 25% contribution to this) Increase visitor spend in the MC from £15m ( 2007) to £18m (2011) (project to make a 25% contribution to this) Targets will be agreed for the ‘4Is’ i.e. online community Involvement, Interaction, Intimacy and Influence. These will be the main ‘lead drivers’ contributing to a sustained increase in visitor numbers and spend

KPIsTo make a significant contribution to achieving the challenging growth targets of the ‘Glasgow Tourism Strategy’ – a minimum 60% increase in Glasgow tourism revenues by 2016 and to the Scottish Executive’s goal of a 50% increase in tourism value.To achieve a marketing ROI from the project in excess of £8 per pound of Growth Fund spend 150 local businesses and partners to be actively involved in the MCMTC Online Business Network by year end 2010 150 local residents to be actively involved in the MCMTC Online Residents Community by year end 2010

Key Actions and Initiatives‘Rich Internet Applications’ on the MC web siteSet up Web 2.0 channels Web Site Marketing Strategy (1.0)‘Creating the Buzz’/ Social Media Engagement StrategyBuilding Customer Insight, Knowledge and Understanding - develop actionable customer insights

Key Actions and InitiativesOffline Media Advertising Partnership Working and CollaborationResidents Project Monitoring and EvaluationProject Management and Consultancy

Bob DylanCome gather 'round peopleWherever you roamAnd don’t criticiseWhat you can't understandYour sons and your daughtersAre beyond your commandYour old road isRapidly agin‘Then you better start swimmin’Or you'll sink like a stoneFor the times they are a-changin’

Glasgow City CouncilSenior Management TeamAlan Stevenson

69% of the UK’s Internet population visited a social network or blogging site in 2008 1 in every 11minutes online is spent by individuals on social networks or blogs14% of mobile subscribers access the Internet. 1.96m UK people have accessed a social network through their phoneTwitter now reaches 10.7% of all active Internet users (first half of 2009) The greatest growth for Facebook between 2007 and 2008 has come from people aged 35-49 years of age (+24.1 million)Over 10,000 Open Source projects now exist worldwide e.g. Linux, OpenOffice.org, Lucene Search

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