Using Social Media
& The Scottish Problem
  Social Media Presentation to CIPR Stirling
         Twitter hashtag: #ciprstir...
Why bother - officially
•   “93 percent of Americans believe a company should have a presence in social media, while an
   ...
Why bother - really
                                                                  • You get to be this guy
           ...
Still sceptical?
• Everything is done online now
• When you hear about a new thing, how do
  you find out about it?
• Growt...
#ciprstirling
#ciprstirling
#ciprstirling
Does everyone need
digital/social media PR?
• One company famous in the design world
• Even more well-known in print and m...
#ciprstirling
Social Media for brands
• A few set objectives from company POV:
 • increase brand awareness/loyalty
 • increase PR
 • inc...
Obstacles




  #ciprstirling
This is Scotland




     #ciprstirling
This is Scotland
• 13 newspapers, 4 have digital staff
• The biggest of those is 4 people
• 6 radio stations, no online st...
This is Scotland




     #ciprstirling
This is Scotland




     #ciprstirling
And this is whisky...




       #ciprstirling
But this is Scotland




       #ciprstirling
This is Scotland
•   415,000 Facebook accounts

•   38,000 Twitter accounts

•   More than 700 blogs

•   Mashable - world...
This is the world
• 300million Facebook accounts
• 55% of active users spend an hour a day
• 9 days last year, more than £...
Don’t be...




  #ciprstirling
Be...




http://www.youtube.com/watch?v=ZO-aRXgVSbE

          #ciprstirling
The Master Blender
• Richard Paterson, Whyte & Mackay Master
  Blender (MasterBlender.com & @the_nose)
• Expert for more t...
The point

• You work in Scotland
• You serve the globe


You can’t think Scottish
                #ciprstirling
What is social media?
• It’s...



• but also...
                #ciprstirling
#ciprstirling
#ciprstirling
• Also...




            #ciprstirling
• And...




           #ciprstirling
#ciprstirling
• There are more than 700 platforms dubbed
    as social media or digital PR
• Term now widely used for any area where
   ...
None of it is social
         media
• Social media is not a tool. It’s not Twitter,
  Facebook, blogs
• Social comes befor...
• Social media is about listening to others
  because you are interested
• From a company perspective that also
  means ac...
Social media is...
• All about the customer
• All about helping
• All about listening and acting on that
• Giving people y...
Why do people go
         online
• To find out more about brands
• To develop an affinity with brands they like
• To be ente...
After product what do
      they want?
• Engaged
• Informed
• Educated
• Connected
• Authenticity

             #ciprstirl...
They don’t want
• “Sorry can’t ship to
  there”
• “We can’t do that”
• “We think that’s
  irrelevant”
• 404 Page not found...
Where should you be?
Wherever this lot are...




                #ciprstirling
This is us
What’s the Strategy

• Listen to what is said
• Respond within six hours, quicker the better
• Act on what is said
• Infor...
What’s the secret


• Co-ordinated planned activity
• Engaging locally, results globally
• Authenticity


                ...
Leaving faking it to
   these guys...




       #ciprstirling
Marketing        PR         Sales




 Events          IT         HR




            #ciprstirling
Why?




#ciprstirling
#ciprstirling
#ciprstirling
Management


• Are staff encouraged to use social media
• Does management care? If they don’t, why
  should staff




    ...
HR


• Can staff check social media at work?
• Is there a usage policy?
• What can they say about work out of hours?


   ...
IT
• Can staff check social media at work? Are
  they past IE6?
• Can they use the best tools for maximum
  productivity?
...
Sales

• New stockist - worth a tweet, FB post. Put it
  on a Google Map (where to buy...)
• Large sale - shout it from th...
PR/marketing
• Are your releases/activity social media/SEO
  friendly?
• Are they online? On your site?
• Are they monitor...
Marketing/PR


• Is there an online element PR can use?
• Is there an online retailer?
• Is there an online discount?


  ...
Events
• Does event have a website?
• Does it let you buy tickets?
• Does the event have a hashtag?
• Is there regular con...
But who should lead

• PR: social media is front facing and as such
  should be their realm. They should be aware
  of all...
2010 baseline
• Main website
• Blog (as part of site or standalone)
• Facebook
• Twitter
• YouTube/Vimeo
• Online identity...
2010 extended
• Podcasts - creating
• Blogger outreach, conversations
• Facebook ads, Google ads
• Online sponsorships
• F...
2010 advanced

• Events
• Mobile
• Location Based Information
• Blog beyond product, industry talker
• Gaming

           ...
Sad but true

• It’s not about one tweet, one post, one
  event, one stunt, one podcast
• It has to be ongoing, constantly...
Make no mistake


• This is a lot of work
• You are becoming your own media
• But you do a lot already


               #c...
Rules of engagement

• Once you’ve said it, it’s gone. It’s never
  coming back.You can delete it, odds are it’s
  still s...
Expect:

• Not everyone will love you
• People will tell you your product is rotten
  (but you can turn that to your advan...
But how do we make
       money?
• Money isn’t the key thing a person gives you
  online
• It’s time
• Online, time means ...
• But for many that’s not enough....



                 #ciprstirling
#ciprstirling
MONEY


• This is a business and money is still seen as
  the best ROI there is




                  #ciprstirling
How to get the pennies
• An online store
• Online discounts
• Online-only offers
• As with all things online, you need to ...
Online works

• Companies like BrewDog sell globally on the
  back of their website - and offer online only
  discounts
• ...
Another benefit


• All this social media activity can benefit
  inhouse as well as customers though...




                ...
Internal comms
• Benefits aren’t just external:
 • inhouse podcast and blogs
 • Make sure all staff are following on FB,
  ...
For 2010 this guy was
       wrong




       #ciprstirling
The tips for closing
• When bringing out a product reserve the
  names for it - on Facebook, Twitter, web and
  elsewhere....
Things which also help
• Domain names ownership
• Affiliate ad program
• Google keywords
• Links
• video, audio skills
• Us...
What’s next?
• Far more on mobiles - mobile vouchers,
  mobile only offers, location-based services,
  location overlays -...
• Whyte & Mackay had a brand with
  some whisky in an unusual place...




                 #ciprstirling
Whisky at South Pole




       #ciprstirling
• Started as a Podcast
• Became a blog post
• Bloggers picked it up
• SoS journalist noticed it, wrote about it
• Telegrap...
The result
• More than 1000 news articles Nov-Dec ’09
• More than 1200 articles in Jan-Feb ’09
• More than 2300 tweets
• 1...
#ciprstirling
http://twitter.com/fymd/status/8599984501             http://www.andyallan.com/blog/post.cfm/isle-of-jura-to...
#ciprstirling
www.facebook.com/diurachs / @jura_whisky
#ciprstirling
Who gets it right?

Clearly there are online champions,
people who have made it work and
    reap the benefits, but who?


...
Skittles




 #ciprstirling
#ciprstirling
BrewDog
• Founded 4 years ago
• Couldn’t sell a thing
• Sent 50 crates of beer to beer bloggers globally
• Kept engaging (...
Blogging




www.antipope.org/charlie/    www.warrenellis.com/   www.millarworld.tv/



                             #cipr...
One man brands
• Charlie Stross, Warren Ellis, Mark Millar
• Writers who have engaged online for years
• All run their own...
Ford
• 25% of marketing spend is on social media
  (9% sector average)
• Online presence across the brands
• Online core t...
The Fiesta Movement
 • Brought Fiesta to US
 • Asked for people to get in touch about
   why they should have a Fiesta
 • ...
What they do well
• They never edit, they crowdsource
• They engage, even on tricky issues
• Go to the consumers
• They ta...
They listen & engage
Who gets it wrong?


• If there’s online winners, there has to be
  online losers
• For every Ford there’s a Stuart Maclen...
Amazon
• One Friday, all listings for GLBT books
  vanished
• Amazon did nothing until Monday
• No comment until the Tuesd...
1click & they were done
• With lack of credible info, theories assumed
  and acted on (the worst was assumed)
• Hundreds o...
Eurostar


• Next to no
  updates through
  crisis
• People were
  panicking


                #ciprstirling
The right way...
• Every tweet, every online mention should
  have been replied to in real-time with
  information
• Front...
Nestle

• Got YouTube to pull a controversial
  Greenpeace video
• Greenpeace went everywhere with it
• Then Nestle got sn...
#ciprstirling
So close, but so far...

• Nestle should never have pulled the video
• Should have put their own out quickly
• Should have...
Vodafone: #prfail to #prwin
  • 1 rogue tweet
  • Every twitter mentioned was personally
    replied to
  • Every blog men...
Want to learn more?
• Scottish Social Media Dinners: 3 speakers
  every month on digital and social media PR.
  Glasgow an...
Scotland & the Social Media Problem with Business
Scotland & the Social Media Problem with Business
Scotland & the Social Media Problem with Business
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Scotland & the Social Media Problem with Business

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Presentation given to students at Stirling University about the challenges they face in Scotland about getting companies to adopt social media. More information on the event can be found at http://bit.ly/9ISbV7

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  • Scotland & the Social Media Problem with Business

    1. 1. Using Social Media & The Scottish Problem Social Media Presentation to CIPR Stirling Twitter hashtag: #ciprstirling
    2. 2. Why bother - officially • “93 percent of Americans believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present, but also interact with its consumers via social media.” • “Our company would have gone bust without an online presence. It started us. From that we saw value in online engagement, kept doing it. Four years in, our turnover is more than £3million with 15 staff.” • 56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. • People are online talking about your brands/sector and if you aren’t engaging with them you’re losing out on potential sales and minimising criticism or negativity • Others in your sector are doing it. Join in or let them take your sales #ciprstirling
    3. 3. Why bother - really • You get to be this guy • You get to show the world you care • You get to communicate • You get to make a difference #ciprstirling Taken from http://craig-mcgill.com/2009/02/why-twitter-matters-in-pr-and-marketing-and-we-all-get-to-be-like-superman/
    4. 4. Still sceptical? • Everything is done online now • When you hear about a new thing, how do you find out about it? • Growth of social networking shows communities are forming online • It’s where customers are • But more importantly... people are already talking about you #ciprstirling
    5. 5. #ciprstirling
    6. 6. #ciprstirling
    7. 7. #ciprstirling
    8. 8. Does everyone need digital/social media PR? • One company famous in the design world • Even more well-known in print and mag media • So well known a major part of digital PR is named after it • Constantly pioneering - yet expensive #ciprstirling
    9. 9. #ciprstirling
    10. 10. Social Media for brands • A few set objectives from company POV: • increase brand awareness/loyalty • increase PR • increase brand champions (if unpaid, even better) • increase sales • grow customers • quick form of crisis PR beating press #ciprstirling
    11. 11. Obstacles #ciprstirling
    12. 12. This is Scotland #ciprstirling
    13. 13. This is Scotland • 13 newspapers, 4 have digital staff • The biggest of those is 4 people • 6 radio stations, no online staff • Risk-averse, conservative businesses • Digital engagement not at core • Little value placed on customer satisfaction • When you fail, it’s a negative not an opportunity #ciprstirling
    14. 14. This is Scotland #ciprstirling
    15. 15. This is Scotland #ciprstirling
    16. 16. And this is whisky... #ciprstirling
    17. 17. But this is Scotland #ciprstirling
    18. 18. This is Scotland • 415,000 Facebook accounts • 38,000 Twitter accounts • More than 700 blogs • Mashable - world’s most visited Social Media news site with millions of fans - created in Scotland • Online businesses starting up and raking in five and six-figure sums completely under the radar. Based in Scotland but don’t deal with Scotland • Strong consumer demand for smartphones, iPhones, iPads • World-leader in digital entertainment through games sector - in terms of ROI, creativity, staffing • 71% of population consider themselves consumers of digital • 33% have online ability, 87% when you add in mobile phones #ciprstirling
    19. 19. This is the world • 300million Facebook accounts • 55% of active users spend an hour a day • 9 days last year, more than £800m spent • In total, more than $100bn spent online globally • One whisky website sold £395,000 in six hours #ciprstirling
    20. 20. Don’t be... #ciprstirling
    21. 21. Be... http://www.youtube.com/watch?v=ZO-aRXgVSbE #ciprstirling
    22. 22. The Master Blender • Richard Paterson, Whyte & Mackay Master Blender (MasterBlender.com & @the_nose) • Expert for more than 40 years • Watch the video • He starts with “hello, how are you?” not “I know all about whisky” • He reaches out instead of making it about him - that’s social media
    23. 23. The point • You work in Scotland • You serve the globe You can’t think Scottish #ciprstirling
    24. 24. What is social media? • It’s... • but also... #ciprstirling
    25. 25. #ciprstirling
    26. 26. #ciprstirling
    27. 27. • Also... #ciprstirling
    28. 28. • And... #ciprstirling
    29. 29. #ciprstirling
    30. 30. • There are more than 700 platforms dubbed as social media or digital PR • Term now widely used for any area where customers have the ability to interact with a company • (yes, technically that makes a phone a social media device but it’s better than a phone because even the one-to-one chats are broadcast to the world) #ciprstirling
    31. 31. None of it is social media • Social media is not a tool. It’s not Twitter, Facebook, blogs • Social comes before media. • Social is people • True social media is an attitude #ciprstirling
    32. 32. • Social media is about listening to others because you are interested • From a company perspective that also means acting on what they say, listening to them • Your customer is your new stakeholder • The tools will change, the attitude should stay #ciprstirling
    33. 33. Social media is... • All about the customer • All about helping • All about listening and acting on that • Giving people your time • For a business, reaching out to the die-hard, the casual buyer, the curious buyer - all of them #ciprstirling
    34. 34. Why do people go online • To find out more about brands • To develop an affinity with brands they like • To be entertained/informed • For discounts • To buy and consume - physically and digitally #ciprstirling
    35. 35. After product what do they want? • Engaged • Informed • Educated • Connected • Authenticity #ciprstirling
    36. 36. They don’t want • “Sorry can’t ship to there” • “We can’t do that” • “We think that’s irrelevant” • 404 Page not found • “We don’t do online” • “Not allowed to...” #ciprstirling
    37. 37. Where should you be? Wherever this lot are... #ciprstirling
    38. 38. This is us
    39. 39. What’s the Strategy • Listen to what is said • Respond within six hours, quicker the better • Act on what is said • Inform of what is done #ciprstirling
    40. 40. What’s the secret • Co-ordinated planned activity • Engaging locally, results globally • Authenticity #ciprstirling
    41. 41. Leaving faking it to these guys... #ciprstirling
    42. 42. Marketing PR Sales Events IT HR #ciprstirling
    43. 43. Why? #ciprstirling
    44. 44. #ciprstirling
    45. 45. #ciprstirling
    46. 46. Management • Are staff encouraged to use social media • Does management care? If they don’t, why should staff #ciprstirling
    47. 47. HR • Can staff check social media at work? • Is there a usage policy? • What can they say about work out of hours? #ciprstirling
    48. 48. IT • Can staff check social media at work? Are they past IE6? • Can they use the best tools for maximum productivity? • Are they tooled up - iPhones, Blackberry • How quick can a new social media tool/site be implemented #ciprstirling
    49. 49. Sales • New stockist - worth a tweet, FB post. Put it on a Google Map (where to buy...) • Large sale - shout it from the rooftops • Answer queries: “Where can I buy W&M?” • Find new customers: “Where can I buy whisky?”; “What whisky works with...” #ciprstirling
    50. 50. PR/marketing • Are your releases/activity social media/SEO friendly? • Are they online? On your site? • Are they monitored for follow-up comment? • Is there video and audio to go with it • Are you treating bloggers like press? • Is it online at same time as traditional press #ciprstirling
    51. 51. Marketing/PR • Is there an online element PR can use? • Is there an online retailer? • Is there an online discount? #ciprstirling
    52. 52. Events • Does event have a website? • Does it let you buy tickets? • Does the event have a hashtag? • Is there regular content to engage? • Live updates? Video? Audio? • Is the digital aspect promoted elsewhere? • What about post-event? Podcasts? #ciprstirling
    53. 53. But who should lead • PR: social media is front facing and as such should be their realm. They should be aware of all company activity/issues. • Other depts have to be ready to act on push from PR/marketing though #ciprstirling
    54. 54. 2010 baseline • Main website • Blog (as part of site or standalone) • Facebook • Twitter • YouTube/Vimeo • Online identity on physical products • Podcasts - appearing on #ciprstirling
    55. 55. 2010 extended • Podcasts - creating • Blogger outreach, conversations • Facebook ads, Google ads • Online sponsorships • Foursquare, Gowalla • SEO savvy #ciprstirling
    56. 56. 2010 advanced • Events • Mobile • Location Based Information • Blog beyond product, industry talker • Gaming #ciprstirling
    57. 57. Sad but true • It’s not about one tweet, one post, one event, one stunt, one podcast • It has to be ongoing, constantly new, evolving Terrifies or inspires #ciprstirling
    58. 58. Make no mistake • This is a lot of work • You are becoming your own media • But you do a lot already #ciprstirling
    59. 59. Rules of engagement • Once you’ve said it, it’s gone. It’s never coming back.You can delete it, odds are it’s still somewhere • It’s global. People take the huff if you make an offer and then don’t deliver worldwide #ciprstirling
    60. 60. Expect: • Not everyone will love you • People will tell you your product is rotten (but you can turn that to your advantage) • Be sensible about the numbers - but don’t be shy • Honesty #ciprstirling
    61. 61. But how do we make money? • Money isn’t the key thing a person gives you online • It’s time • Online, time means more than money • If people give you their time, you are valued #ciprstirling
    62. 62. • But for many that’s not enough.... #ciprstirling
    63. 63. #ciprstirling
    64. 64. MONEY • This is a business and money is still seen as the best ROI there is #ciprstirling
    65. 65. How to get the pennies • An online store • Online discounts • Online-only offers • As with all things online, you need to make it easy for people to get you or get to you • Mention the store in your links, your tweets, everywhere #ciprstirling
    66. 66. Online works • Companies like BrewDog sell globally on the back of their website - and offer online only discounts • Dell made more than $1m in Twitter only sales (measured through links and Twitter- only discounts) #ciprstirling
    67. 67. Another benefit • All this social media activity can benefit inhouse as well as customers though... #ciprstirling
    68. 68. Internal comms • Benefits aren’t just external: • inhouse podcast and blogs • Make sure all staff are following on FB, Twitter,YouTube so they can see what company is doing • Send them a weekly email with all the updates and links #ciprstirling
    69. 69. For 2010 this guy was wrong #ciprstirling
    70. 70. The tips for closing • When bringing out a product reserve the names for it - on Facebook, Twitter, web and elsewhere. If nothing else, it prevents the competition grabbing them • Be flexible • Plan lots • The speed of comms is instant but that doesn’t mean it doesn’t take time for impact #ciprstirling
    71. 71. Things which also help • Domain names ownership • Affiliate ad program • Google keywords • Links • video, audio skills • Use SEO friendly kit - no flash video or imagery, text not embedded in images • Tag your blog posts #ciprstirling
    72. 72. What’s next? • Far more on mobiles - mobile vouchers, mobile only offers, location-based services, location overlays - as they overtake laptops and desktops as main source of web browsing worldwide • Location-based awareness • Further rise of casual gaming • Press relying on crowdsourcing • Dads as the new mummy bloggers • English to become secondary online #ciprstirling
    73. 73. • Whyte & Mackay had a brand with some whisky in an unusual place... #ciprstirling
    74. 74. Whisky at South Pole #ciprstirling
    75. 75. • Started as a Podcast • Became a blog post • Bloggers picked it up • SoS journalist noticed it, wrote about it • Telegraph saw tale, wrote about it • More bloggers wrote about it • Whole world wrote about it #ciprstirling
    76. 76. The result • More than 1000 news articles Nov-Dec ’09 • More than 1200 articles in Jan-Feb ’09 • More than 2300 tweets • 1100 blog posts in ’09 • 1450 blog posts in ’10 • 100 TV spots, 450 radio spots • Video/audio from podcasts used by media #ciprstirling
    77. 77. #ciprstirling http://twitter.com/fymd/status/8599984501 http://www.andyallan.com/blog/post.cfm/isle-of-jura-to-the-rescue
    78. 78. #ciprstirling www.facebook.com/diurachs / @jura_whisky
    79. 79. #ciprstirling
    80. 80. Who gets it right? Clearly there are online champions, people who have made it work and reap the benefits, but who? #ciprstirling
    81. 81. Skittles #ciprstirling
    82. 82. #ciprstirling
    83. 83. BrewDog • Founded 4 years ago • Couldn’t sell a thing • Sent 50 crates of beer to beer bloggers globally • Kept engaging (but also very good PR) • 4 years on, turnover £3million, 15 staff • US is their no.1 market, UK is no.3 • No marketing team #ciprstirling
    84. 84. Blogging www.antipope.org/charlie/ www.warrenellis.com/ www.millarworld.tv/ #ciprstirling
    85. 85. One man brands • Charlie Stross, Warren Ellis, Mark Millar • Writers who have engaged online for years • All run their own blogs and forums, write the content, reply, engage • All reaped benefits from a built-in audience • Authenticity • No different from coke - they are a brand #ciprstirling
    86. 86. Ford • 25% of marketing spend is on social media (9% sector average) • Online presence across the brands • Online core throughout the company from CEO to salesmen • Only car company not bailed out by US Govt #ciprstirling
    87. 87. The Fiesta Movement • Brought Fiesta to US • Asked for people to get in touch about why they should have a Fiesta • Gave 100 ‘socially vibrant’ people a free car/petrol for 6 months - prior to US launch, said do what you want • 38% increased market awareness #ciprstirling
    88. 88. What they do well • They never edit, they crowdsource • They engage, even on tricky issues • Go to the consumers • They take pride in their work • Passion, desire, enthusiasm • It’s company wide • Seen as industry leaders #ciprstirling
    89. 89. They listen & engage
    90. 90. Who gets it wrong? • If there’s online winners, there has to be online losers • For every Ford there’s a Stuart Maclennan #ciprstirling
    91. 91. Amazon • One Friday, all listings for GLBT books vanished • Amazon did nothing until Monday • No comment until the Tuesday • “Problem caused by a Frenchman changing a line of code” • EPIC FAIL #ciprstirling
    92. 92. 1click & they were done • With lack of credible info, theories assumed and acted on (the worst was assumed) • Hundreds of authors pulled Amazon listings from their own sites • GLBT sector outraged, to this day many not convinced of explanation • Far too slow to respond #ciprstirling
    93. 93. Eurostar • Next to no updates through crisis • People were panicking #ciprstirling
    94. 94. The right way... • Every tweet, every online mention should have been replied to in real-time with information • Front page of website turned over to live updates - but not crowdsourcing • Hourly email to press (optional if time pressed as they can get info via Twitter and other online sites same time as public) #ciprstirling
    95. 95. Nestle • Got YouTube to pull a controversial Greenpeace video • Greenpeace went everywhere with it • Then Nestle got snitty on Facebook • World + Dog outraged #ciprstirling
    96. 96. #ciprstirling
    97. 97. So close, but so far... • Nestle should never have pulled the video • Should have put their own out quickly • Should have reiterated to everyone - constantly - that they were addressing the issue • Etiquette (this did them more damage than anything) #ciprstirling
    98. 98. Vodafone: #prfail to #prwin • 1 rogue tweet • Every twitter mentioned was personally replied to • Every blog mention was replied to • Staff offered top brass up to digital media to say sorry • Story was done before a paper hit a printer #ciprstirling
    99. 99. Want to learn more? • Scottish Social Media Dinners: 3 speakers every month on digital and social media PR. Glasgow and Edinburgh. #ssmd • Contently-Managed.com/blog & @content_ly • Mashable.com • Quiet News Day Podcasts • FIR (For Immediate Release) Podcasts • Buy Social Media Bravehearts in June • Use Google #ciprstirling
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