Social media for small businesses

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An introduction for small businesses on how to use Social Media effectively. …

An introduction for small businesses on how to use Social Media effectively.

Looking at the key questions and steps to take to create a successful social media strategy

Looks at good and bad case studies to highlight opportunities and pitfalls.

More in: Technology , Business
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Transcript

  • 1. Social Media for Business Abigail Murphy @choccybicOctober 2011 01
  • 2. Who am IOctober 2011 01
  • 3. Who am IOctober 2011 01
  • 4. Who am I outlandishideas.co.uk Web, Data and Social Media specialistsOctober 2011 01
  • 5. Who am IOctober 2011 01
  • 6. WHAT IS SOCIAL MEDIA?October 2011 01
  • 7. “Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues.” wikipedia page on social mediaOctober 2011 01
  • 8. KAPLAN & HAENLEIN 6 Different Types Collaborative Blogs/Microblogs Content Communities Social Networking sites Virtual Game Worlds Virtual Social Worlds Link to Kaplan & Haenlein paperOctober 2011 01
  • 9. KAPLAN & HAENLEIN 6 Different Types Collaborative Wikipedia, h2g2 Blogs/Microblogs Twitter, Tumblr Content Communities Flickr Social Networking sites Facebook Virtual Game Worlds World of Warcraft Virtual Social Worlds Second Life Link to Kaplan & Haenlein paperOctober 2011 01
  • 10. WHAT DO YOU WANT TO GET OUT OF IT?October 2011 01
  • 11. Increase sales Raise awareness of our brand Run competitions Launch a new product Let people know what we are up toEveryone else is doing it Its the magic answer to being successfulOctober 2011 01
  • 12. WHAT DOES YOUR AUDIENCE WANT TO GET OUT OF IT?!October 2011 01
  • 13. Free stuff Consume & share good content Have fun Find like-minded people ComplainFind things out - be in the know Give feedback Meet like-minded people Talk to youFeel a part of a Feel listened to and appreciated communityOctober 2011 01
  • 14. WHAT’S OUT THERE?October 2011 01
  • 15. -800 million users -Number 1 destination on the web -Brand pages well established -Sharing, conversation, engagement -Competitions (comply with guidelines)October 2011 01
  • 16. -Always changing -New Timeline -Newfeed & Top stories -Not just like - but read, eat, listen -Time-consumingOctober 2011 01
  • 17. -300 million users -Full of influencers -Listen to what people are saying -Minefield of information -Topical, up to the secondOctober 2011 01
  • 18. -Can be hard to get traction/known -Needs to be totally up to date -Twitterstorms -Demographic - is your customer there? -Everything you say is publicOctober 2011 01
  • 19. -2nd most visited social network after FB in US -Professional social network -Brand pages -Job posting -Groups -Business 2 business marketing/networkingOctober 2011 01
  • 20. -Can only connect with people you know -A certain demographic - professionals -Group conversations can be cumbersome -Messaging system is not greatOctober 2011 01
  • 21. -Newest network -Has a lot of traction with tech influencers -Cleaner interface to Facebook -More flexible than Twitter -Google is spending millions to add features -Possible professional tool?October 2011 01
  • 22. -Just don’t know yet -Brands aren’t allowed profiles - yet -Will anyone but techies go on it?October 2011 01
  • 23. -Good for local businesses -Offers/coupons/competitions -Reviews/tips availableOctober 2011 01
  • 24. -Niche audience - will it take off? -Can be time consuming -Concentrate on key presences firstOctober 2011 01
  • 25. -Professional networking -Establishing yourself as an influencer -Spread your brand and name -Share your knowledgeOctober 2011 01
  • 26. THINGS TO THINK ABOUT...October 2011 01
  • 27. JUST LISTENINGOctober 2011 01
  • 28. JUST LISTENINGOctober 2011 01
  • 29. JUST LISTENINGOctober 2011 01
  • 30. RECRUITMENTOctober 2011 01
  • 31. CUSTOMER SERVICE “I think their execution of Twitter for customer service is excellent and it has changed my perception of them for the better. Chiltern Railway are the only train company I have available to me, and before following them on Twitter my perception of them was neutral at best – viewing them as a means to an end. Now, though, I feel much more involved and informed about the company and their service, and feel more forgiving when unexpected incidents like this one take place.” Link to BlogOctober 2011 01
  • 32. WRITE A STRATEGYOctober 2011 01
  • 33. SOCIAL MEDIA STRATEGY -Clear Overarching Objectives -Time and resource constraints -Platforms you are going to use (Start slowly) -Specific objectives for each platform? -Team identified -”Voice” identified -Any guidelines needed? -Content plan - Content is still king -Regular review pointsOctober 2011 01
  • 34. REVIEW REGULARLYOctober 2011 01
  • 35. SOME GOOD EXAMPLESOctober 2011 01
  • 36. OLD SPICE MANOctober 2011 01
  • 37. OLD SPICE GUY -Won numerous awards -Millions of Youtube views -107% increase in sales -Aired at the superbowl -Million pound campaignOctober 2011 01
  • 38. HONDA FRIENDINGOctober 2011 01
  • 39. HONDA FRIENDING -Increased fans from 15k to 1.3 million -Generated over 3500 dealer requests -Long term strategyOctober 2011 01
  • 40. SMALL BUSINESSOctober 2011 01
  • 41. SMALL BUSINESS -Small restaurant in Dublin -Regular promotions to encourage reviews on tripadvisor.com -5000 fansOctober 2011 01
  • 42. SMALL BUSINESSOctober 2011 01
  • 43. WHAT NOT TO DO...October 2011 01
  • 44. FORGET TOCHANGE YOURPASSWORDOctober 2011 01
  • 45. This was a PRstunt - but therisk still stands!October 2011 01
  • 46. USE ANUNMODERATED#HASHTAGOctober 2011 01
  • 47. GILLIAN+BEN=BUNFIGHT V @gillianmckeith @bengoldacreOctober 2011 01
  • 48. ALWAYS HAVE A CRISIS PLANOctober 2011 01
  • 49. From The Wallblog - http://bit.ly/qsiQx3October 2011 01
  • 50. From The Wallblog - http://bit.ly/qsiQx3October 2011 01
  • 51. From The Wallblog - http://bit.ly/qsiQx3October 2011 01
  • 52. KEY TAKE-AWAYSOctober 2011 01
  • 53. KEY TAKE-AWAYS -Work out what you are trying to achieve -What does your audience want? -How can these link together? -Set objectives -Don’t try and do too much -BUT, at least listen -Content is still king -Keep up to date with changes -Regularly review & measure against objectives -Don’t be afraid to stop things that aren’t workingOctober 2011 01
  • 54. THANK YOU!October 2011 01