„Creating the Buzz‟

     Social Media for
Sustained Business Growth

 Dr. Jim Hamill and Alan Stevenson
       jim.hamill...
Agenda

1. Web 2.0/Social Media Overview (JH)

2. Social Media Monitoring (AS)

3. „Getting There‟ (JH)

4. Questions
Session 1 - Overview
 What is it?
 Implications for my business?
 How big is it?
 Things to remember about SM
 Exampl...
What Is It?
 An over hyped „buzz‟ word or an opportunity for „creating a
  buzz‟ about your brand?

 It‟s a fundamental,...
Web 2.0/Social Media

      An Overview

 » Applications
    » Features and Characteristics
       » Implications
Applications
                              Blogs
    Social Network Sites
                                            Virt...
Characteristics
                             Openness
     Communities and Networks
                                      ...
Impact
                             Customer Experience
    Business Intelligence
                                        ...
Business/Marketing 2.0
Impact – Wikibusiness                                                Web 2.0 Applications

Mindset ...
www.mashable.com
Three Simple Questions

 Who are our customers?

 Where do they hang out in social media?

 How can we best engage with...
Business Impact/
 Opportunities
Business Impact
 Knowledge and Insight

 Engagement / Reputation Manag.

 Enhanced Customer Experience

 Sales and Mar...
Business Impact    Knowledge Engagement Enhanced         Sales and   Operations/
                                     and ...
Things to
Remember about SM
The Essence of Social Media
 It‟s social
   – A key feature is online democracy – with content being provided
     by the...
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare
(www.slideshare.com)
The Essence of Social Media
 Pull v push
   – Consumers/users decide what information they wish to access


 New „mindse...
The Essence of Social Media
 New performance measures
   – Requires new performance measures
      • Quality of your netw...
Performance Measures - The „4Is‟

   Involvement – network/community numbers/quality, time
    spent, frequency, geograph...
Business Impact
 The need for new business/marketing models

   – Traditional approach:
      • Product development – Dif...
How Big Is It?
How Big Is It?

 Time spent on social network sites is growing 3 times
  faster than the Net itself

 Social media messa...
How Big Is It?
   13 hours
     – Amount of video uploaded on youtube every minute

   412.3 years
     – Time to view a...
How Big Is It?
   1382%
     – Monthly growth of twitter

   3,000,000
     – Average number of tweets per day

   1,00...
How Big Is It?
Quick Examples
In a Web 2.0 Era, the Brand Becomes the
    Customer Experience of the Brand

     A quick „personal experience‟

        ...
From the web site
• This 5-star hotel and residence offers European hospitality
  with an unmistakable French touch. The h...
The Customer Experience
      of the Brand

      Tripadvisor
From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be
  more than a business hotel

• Being ...
Fashion brands v
the new „kid on the block‟
Pepsi Co
Mountain Dew
Cafe Gandolfi
Sam Faircliff
AGENDA

 Company Background

 Social Media
  Opportunities

 Progress and Plans

 Expected Business
  Impact
Company Background
• Based in Aviemore within the Cairngorms National Park
• Cairngorm Brewery - established in August 200...
Products & Services
•   7 Permanent Cask Ales / 8 Permanent Bottled Ales
•   12 Special Seasonal Ales in Cask
•   Website ...
Social Media Opportunities
 Build brand awareness, loyalty and advocacy
 Increased sales and visits to the brewery
 Bui...
Progress and Plans

• Monitor & Respond

• Publish

• Network

• Enrich our online presence
Monitor & Respond

    Use feeds & alerts, review &
 recommendation sites and social
 media monitoring tools to monitor
wh...
Social Media Monitoring
Social Media Monitoring
Whose talking about us?
Whose talking about us?
Whose talking about us?
Whose talking about us?
Whose talking about us?
Whose talking about us?
Whose talking about us?
Whose talking about us?
Publishing
 Consider doing a Cairngorm Brewery Blog
 Already have a Twitter account but requires
  further development
...
Networking

 Develop an online networking strategy
 Further develop our relationship with the
  existing Cairngorm Brewe...
Facebook
Facebook
Enrich our online presence

 Rich Internet Applications e.g. Vodcasts, use of
  google maps, google earth etc

 Develop ...
Expected Business Impact
• We know to be proactive will increase our business
• We know our customers use online social me...
Why it‟s a “No Brainer”
   Requires very little „technology‟ investment but
    yes a commitment of time and resource
  ...
Bob Dylan
   Come gather 'round people
       Wherever you roam
       And don‟t criticise
   What you can't understand
 Y...
Thank You
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
Glasgow4Business Creating the Buzz Session 1
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First of the three 'Creating the Buzz' sessions. The seminar was delivered as part of the Glasgow4Business Events in April, 2010.

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  • 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/
  • Glasgow4Business Creating the Buzz Session 1

    1. 1. „Creating the Buzz‟ Social Media for Sustained Business Growth Dr. Jim Hamill and Alan Stevenson jim.hamill@ukonline.co.uk ast3v3nson@googlemail.com April, 2010
    2. 2. Agenda 1. Web 2.0/Social Media Overview (JH) 2. Social Media Monitoring (AS) 3. „Getting There‟ (JH) 4. Questions
    3. 3. Session 1 - Overview  What is it?  Implications for my business?  How big is it?  Things to remember about SM  Examples
    4. 4. What Is It?  An over hyped „buzz‟ word or an opportunity for „creating a buzz‟ about your brand?  It‟s a fundamental, revolutionary change in online behaviour, expectations and the customer experience  Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries  Major opportunities, but also threats, for your organisation
    5. 5. Web 2.0/Social Media An Overview » Applications » Features and Characteristics » Implications
    6. 6. Applications Blogs Social Network Sites Virtual Realities RSS Feeds Social Content Wikis Mash Ups Podcasts Social Bookmarks Mobile Web; Internet Telephony Social Applications Twitter
    7. 7. Characteristics Openness Communities and Networks Hosted Services Global Interactivity Peering Mass Collaboration Sharing Social Element The Internet as the platform Empowerment
    8. 8. Impact Customer Experience Business Intelligence Processes and HRM Mindset Customer Interaction Customer Insight Rich Internet Applications Product Development Sales & Marketing IT Infrastructure Reputation Management
    9. 9. Business/Marketing 2.0 Impact – Wikibusiness Web 2.0 Applications Mindset Open source Business Intelligence Online Applications/ Web Services Customer Insight and Understanding Social Network Sites Customer Interaction Social Content – Social Bookmarking Enhanced Customer Experience – Blogs or Weblogs Rich Internet Applications Wikis Reputation Management Podcasts/ Vodcasts Sales and Marketing Virtual Realities Product Development and R&D e.g. Mash Ups engage and co-create RSS Feeds IT/Software/Applications Mobile Web; Internet Telephony Operations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
    10. 10. www.mashable.com
    11. 11. Three Simple Questions  Who are our customers?  Where do they hang out in social media?  How can we best engage with and energise them?
    12. 12. Business Impact/ Opportunities
    13. 13. Business Impact  Knowledge and Insight  Engagement / Reputation Manag.  Enhanced Customer Experience  Sales and Marketing  Operations/ Internal Processes
    14. 14. Business Impact Knowledge Engagement Enhanced Sales and Operations/ and Insight / Reputation Customer Marketing Internal Social Media Manag. Experience Processes Application Feeds & Alerts Review and Recommendations Sites Publishing Microblogging Social and Professional Networking Multimedia Sharing Rich Internet Applications Social Bookmarking Mobile & Internet Telephony OpenSource & Hosted Apps
    15. 15. Things to Remember about SM
    16. 16. The Essence of Social Media  It‟s social – A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the „read only‟ internet  Power shift – Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success  Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?
    17. 17. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
    18. 18. The Essence of Social Media  Pull v push – Consumers/users decide what information they wish to access  New „mindsets‟ are required – Marketing as a conversation with your customers, a conversation with your network – dialogue not broadcasting – But this is something that most of us are not very good at doing – We prefer „telling‟ people  SM „winners‟ and „losers‟ – „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
    19. 19. The Essence of Social Media  New performance measures – Requires new performance measures • Quality of your network • Relationship strength • Ability to leverage  Social media monitoring tools  Redefines the concept of a web site  The need for new business/marketing models
    20. 20. Performance Measures - The „4Is‟  Involvement – network/community numbers/quality, 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 Social Media Monitoring Tools –Audit, Assess, Impact
    21. 21. Business Impact  The need for new business/marketing models – Traditional approach: • Product development – Differentiate – Market and Promote - Sell – New model based on: • Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally • Engage and energise • ‘Create the Buzz’
    22. 22. How Big Is It?
    23. 23. How Big Is It?  Time spent on social network sites is growing 3 times faster than the Net itself  Social media messages have replaced e-mail as the dominant form of e-communications  If facebook was a country – it would be the 4th most populated in the world  93% of social media users think that companies should be actively engaged
    24. 24. How Big Is It?  13 hours – Amount of video uploaded on youtube every minute  412.3 years – Time to view all youtube videos  100,000,000 – Number of youtube videos viewed every day  13,000,000 – Number of articles on wikipedia  3,600.000,000 – Number of images on flickr
    25. 25. How Big Is It?  1382% – Monthly growth of twitter  3,000,000 – Average number of tweets per day  1,000,000,000 – Amount of content shared on F/book every week  5,000,000 – Number of active Barrack Obama supporters across 15 social networks  14,200,000 – Views of the „Yes We Can‟ video on youtube
    26. 26. How Big Is It?
    27. 27. Quick Examples
    28. 28. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick „personal experience‟ Dubai Hotel
    29. 29. From the web site • This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1- 3 bedroom apartments. • The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. • Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
    30. 30. The Customer Experience of the Brand Tripadvisor
    31. 31. From Tripadvisor • It's getting old, the rooms are unappealing and it will never be more than a business hotel • Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. • Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
    32. 32. Fashion brands v the new „kid on the block‟
    33. 33. Pepsi Co Mountain Dew
    34. 34. Cafe Gandolfi
    35. 35. Sam Faircliff
    36. 36. AGENDA  Company Background  Social Media Opportunities  Progress and Plans  Expected Business Impact
    37. 37. Company Background • Based in Aviemore within the Cairngorms National Park • Cairngorm Brewery - established in August 2001 • New Corporate Image Launched 2003 • Traditional Scottish recipes such as Stag, Wildcat & Black Gold plus • Contemporary brews like Trade Winds, Blessed Thistle & White Lady
    38. 38. Products & Services • 7 Permanent Cask Ales / 8 Permanent Bottled Ales • 12 Special Seasonal Ales in Cask • Website with online shopping for bottles & party barrels • Shop on site selling beers & merchandise (Mon-Sat) • Brewery Tours – twice daily & groups by arrangement • Events, Promotions and Tastings at Customers’ premises
    39. 39. Social Media Opportunities  Build brand awareness, loyalty and advocacy  Increased sales and visits to the brewery  Build „quality‟ customer base/ „quality‟ online network  Engage with and energise brand advocates  Improved marketing efficiency & effectiveness and ROI  Reputation management  Easy to monitor success/performance
    40. 40. Progress and Plans • Monitor & Respond • Publish • Network • Enrich our online presence
    41. 41. Monitor & Respond Use feeds & alerts, review & recommendation sites and social media monitoring tools to monitor what is being said about us by who, where are we online and what are the sentiments expressed
    42. 42. Social Media Monitoring
    43. 43. Social Media Monitoring
    44. 44. Whose talking about us?
    45. 45. Whose talking about us?
    46. 46. Whose talking about us?
    47. 47. Whose talking about us?
    48. 48. Whose talking about us?
    49. 49. Whose talking about us?
    50. 50. Whose talking about us?
    51. 51. Whose talking about us?
    52. 52. Publishing  Consider doing a Cairngorm Brewery Blog  Already have a Twitter account but requires further development  We have set up accounts for flickr, ning etc to protect our name but know we need to start development as soon as possible
    53. 53. Networking  Develop an online networking strategy  Further develop our relationship with the existing Cairngorm Brewery (Fans Group) Facebook site (our fans beat us to it!)  Proactively participate in other relevant groups
    54. 54. Facebook
    55. 55. Facebook
    56. 56. Enrich our online presence  Rich Internet Applications e.g. Vodcasts, use of google maps, google earth etc  Develop youtube and flickr channels (video and images)  Embed above into the new web site  Add social bookmarking to the site
    57. 57. Expected Business Impact • We know to be proactive will increase our business • We know our customers use online social media extensively – it is the way forward for us • Bottom line - it will save us money – most cost effective way to get close to our consumers • It significantly helps our environmental sustainability • Easy to monitor success/performance – repeated.
    58. 58. Why it‟s a “No Brainer”  Requires very little „technology‟ investment but yes a commitment of time and resource  We know it will show a ROI  We can closely monitor success in 3 main ways: 1. Performance of each channel 2. The overall ‘buzz’ being created 3. Business impact (visits to the web site, sales etc)
    59. 59. Bob Dylan Come gather 'round people Wherever you roam And don‟t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin„ Then you better start swimmin‟ Or you'll sink like a stone For the times they are a-changin‟
    60. 60. Thank You

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