0
Social Media - what’s in it for you?
@paulfabretti
Me - I’ve been doing this for a while!
Today, 67% of all internet users interact with some
      form of social media which accounts for 10% of all
      interne...
So what is it all about and where do I start?
http://www.youtube.com/watch?v=D3qltEtl7H8




Things have changed - The Break Up
http://www.youtube.com/watch?v=D3qltEtl7H8




Things have changed - The Break Up
Social media tool adoption is continuing to grow
Consumers are now actively participating in social media
Consumers are now actively participating in social media
In a web-based world, choice can be a bad thing!
But there is some order forming
“A collection of tools and services that allow people to
share and distribute opinions, experiences and information
throug...
The way we use the web has changed too
The way we use the web has changed too
The way we use the web has changed too
The way we use the web has changed too
The way we use the web has changed too
The way we use the web has changed too
Scale - social media is now everywhere
Speed - conventional channels cannot keep up
Impact - social media is word of mouth on steroids
Today’s consumers are fervent multi-taskers
“A revolution doesn't happen when a society adopts
 new tools. It happens when society adopts new
 behaviours...”


Clay S...
http://www.youtube.com/watch?v=MpIOClX1jPE




The Social Consumer - Social Media in Plain English
http://www.youtube.com/watch?v=MpIOClX1jPE




The Social Consumer - Social Media in Plain English
The Connected Consumer...
Connects & Connected




The Connected Consumer...
Connects & Connected

  Collaborates




The Connected Consumer...
Connects & Connected

  Collaborates

  All-consuming




The Connected Consumer...
Connects & Connected

  Collaborates

  All-consuming

  Shares



The Connected Consumer...
Connects & Connected

  Collaborates

  All-consuming

  Shares

  Creates

The Connected Consumer...
Connecting - with others who share same opinions, beliefs and values
What common values and interests do we
  share with our customers?




Connecting - with others who share same opinions, b...
What common values and interests do we
  share with our customers?

  How can we connect with them?




Connecting - with ...
What common values and interests do we
  share with our customers?

  How can we connect with them?

  Where are those peo...
What common values and interests do we
  share with our customers?

  How can we connect with them?

  Where are those peo...
Collaborating - people are working together to make things happen
Is it appropriate for us to collaborate with people?




Collaborating - people are working together to make things happen
Is it appropriate for us to collaborate with people?




  If so, how and in a meaningful way?



Collaborating - people a...
Is it appropriate for us to collaborate with people?




  If so, how and in a meaningful way?

  How can we help them col...
Consuming - people are consuming more content in many ways
What formats are they consuming, where and
  what are they doing with it?




Consuming - people are consuming more conten...
What formats are they consuming, where and
  what are they doing with it?

  Where are those people already?




Consuming...
What formats are they consuming, where and
  what are they doing with it?

  Where are those people already?

  How can we...
What formats are they consuming, where and
  what are they doing with it?

  Where are those people already?

  How can we...
Sharing - People are sharing the things they find interesting with peers
•What can we share about ourselves that will
    make our clients more informed / interested?




Sharing - People are sha...
•What can we share about ourselves that will
    make our clients more informed / interested?

  How can we help others sh...
Creation - More people have more tools to create more content
What are the most popular forms of expression
 our customers use?




Creation - More people have more tools to create mor...
What are the most popular forms of expression
 our customers use?

  What can we provide customers to help them be
  creat...
Listening - Being a good listener will get you further than being a good talker
Conversation monitoring - the first steps
A social media strategy - a four-stage process
Standing out from the crowd - who is doing what?
What’s in it for you? Though Leadership
Below the surface - what else do you need to think about?
Below the surface - what else do you need to think about?
Channel type - Recruitment, Customer Service, Thought-
 Leadership/Innovation, Sales




Below the surface - what else do ...
Channel type - Recruitment, Customer Service, Thought-
 Leadership/Innovation, Sales

 Tone of voice - Formal, friendly, c...
Channel type - Recruitment, Customer Service, Thought-
 Leadership/Innovation, Sales

 Tone of voice - Formal, friendly, c...
Channel type - Recruitment, Customer Service, Thought-
 Leadership/Innovation, Sales

 Tone of voice - Formal, friendly, c...
Below the surface - what else do you need to think about?
Channel management (b) - How often, when, who,
 coordination with other channels




Below the surface - what else do you ...
Channel management (b) - How often, when, who,
 coordination with other channels
 Moderation - Who and how are you going t...
Channel management (b) - How often, when, who,
 coordination with other channels
 Moderation - Who and how are you going t...
Channel management (b) - How often, when, who,
 coordination with other channels
 Moderation - Who and how are you going t...
If you take 4 things away today...
Listen - understand what is being said about
  you or your industry




If you take 4 things away today...
Listen - understand what is being said about
  you or your industry

  Decide - where you can add value




If you take 4 ...
Listen - understand what is being said about
  you or your industry

  Decide - where you can add value

  Engage - in way...
Listen - understand what is being said about
  you or your industry

  Decide - where you can add value

  Engage - in way...
“A collection of tools and services that allow people to
     share and distribute opinions, experiences and information
 ...
Thank you so much.



@paulfabretti                  paul.fabretti@gmail.com
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
Social Media   Whats In It For You Mr Solicitor and Accountants
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Social Media Whats In It For You Mr Solicitor and Accountants

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My presentation from today's Manchester Professional Marketer's Forum.

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  • Connecting – it is easier and quicker to reach each other than ever before
    Collaboration – previously isolated, remote activities are now being performed simultaneously by groups
    Consumption – there is more content being consumed in more ways than ever before
    Sharing – we now have the simplest tools to tell others of our discoveries
    Creating – web-based tools allow us to express ourselves like never before
  • Transcript of "Social Media Whats In It For You Mr Solicitor and Accountants"

    1. 1. Social Media - what’s in it for you? @paulfabretti
    2. 2. Me - I’ve been doing this for a while!
    3. 3. Today, 67% of all internet users interact with some form of social media which accounts for 10% of all internet time March 2009: “Global Faces & Networked Places” - A Nielson report on social networking’s new global footprint
    4. 4. So what is it all about and where do I start?
    5. 5. http://www.youtube.com/watch?v=D3qltEtl7H8 Things have changed - The Break Up
    6. 6. http://www.youtube.com/watch?v=D3qltEtl7H8 Things have changed - The Break Up
    7. 7. Social media tool adoption is continuing to grow
    8. 8. Consumers are now actively participating in social media
    9. 9. Consumers are now actively participating in social media
    10. 10. In a web-based world, choice can be a bad thing!
    11. 11. But there is some order forming
    12. 12. “A collection of tools and services that allow people to share and distribute opinions, experiences and information through digital media” Paul Fabretti, Social Media Strategist, Author: blendingthemix.com
    13. 13. The way we use the web has changed too
    14. 14. The way we use the web has changed too
    15. 15. The way we use the web has changed too
    16. 16. The way we use the web has changed too
    17. 17. The way we use the web has changed too
    18. 18. The way we use the web has changed too
    19. 19. Scale - social media is now everywhere
    20. 20. Speed - conventional channels cannot keep up
    21. 21. Impact - social media is word of mouth on steroids
    22. 22. Today’s consumers are fervent multi-taskers
    23. 23. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky, Author, Consultant, Professor at NYU
    24. 24. http://www.youtube.com/watch?v=MpIOClX1jPE The Social Consumer - Social Media in Plain English
    25. 25. http://www.youtube.com/watch?v=MpIOClX1jPE The Social Consumer - Social Media in Plain English
    26. 26. The Connected Consumer...
    27. 27. Connects & Connected The Connected Consumer...
    28. 28. Connects & Connected Collaborates The Connected Consumer...
    29. 29. Connects & Connected Collaborates All-consuming The Connected Consumer...
    30. 30. Connects & Connected Collaborates All-consuming Shares The Connected Consumer...
    31. 31. Connects & Connected Collaborates All-consuming Shares Creates The Connected Consumer...
    32. 32. Connecting - with others who share same opinions, beliefs and values
    33. 33. What common values and interests do we share with our customers? Connecting - with others who share same opinions, beliefs and values
    34. 34. What common values and interests do we share with our customers? How can we connect with them? Connecting - with others who share same opinions, beliefs and values
    35. 35. What common values and interests do we share with our customers? How can we connect with them? Where are those people already? Connecting - with others who share same opinions, beliefs and values
    36. 36. What common values and interests do we share with our customers? How can we connect with them? Where are those people already? How can we connect customers to each other? Connecting - with others who share same opinions, beliefs and values
    37. 37. Collaborating - people are working together to make things happen
    38. 38. Is it appropriate for us to collaborate with people? Collaborating - people are working together to make things happen
    39. 39. Is it appropriate for us to collaborate with people? If so, how and in a meaningful way? Collaborating - people are working together to make things happen
    40. 40. Is it appropriate for us to collaborate with people? If so, how and in a meaningful way? How can we help them collaborate with each other? Collaborating - people are working together to make things happen
    41. 41. Consuming - people are consuming more content in many ways
    42. 42. What formats are they consuming, where and what are they doing with it? Consuming - people are consuming more content in many ways
    43. 43. What formats are they consuming, where and what are they doing with it? Where are those people already? Consuming - people are consuming more content in many ways
    44. 44. What formats are they consuming, where and what are they doing with it? Where are those people already? How can we connect with them? Consuming - people are consuming more content in many ways
    45. 45. What formats are they consuming, where and what are they doing with it? Where are those people already? How can we connect with them? How can we connect customers to each other? Consuming - people are consuming more content in many ways
    46. 46. Sharing - People are sharing the things they find interesting with peers
    47. 47. •What can we share about ourselves that will make our clients more informed / interested? Sharing - People are sharing the things they find interesting with peers
    48. 48. •What can we share about ourselves that will make our clients more informed / interested? How can we help others share our content more easily? Sharing - People are sharing the things they find interesting with peers
    49. 49. Creation - More people have more tools to create more content
    50. 50. What are the most popular forms of expression our customers use? Creation - More people have more tools to create more content
    51. 51. What are the most popular forms of expression our customers use? What can we provide customers to help them be creative with our brand? Creation - More people have more tools to create more content
    52. 52. Listening - Being a good listener will get you further than being a good talker
    53. 53. Conversation monitoring - the first steps
    54. 54. A social media strategy - a four-stage process
    55. 55. Standing out from the crowd - who is doing what?
    56. 56. What’s in it for you? Though Leadership
    57. 57. Below the surface - what else do you need to think about?
    58. 58. Below the surface - what else do you need to think about?
    59. 59. Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Below the surface - what else do you need to think about?
    60. 60. Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial Below the surface - what else do you need to think about?
    61. 61. Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial Content entry and SEO - Tag number and naming, linking, images, keyword density, post length Below the surface - what else do you need to think about?
    62. 62. Channel type - Recruitment, Customer Service, Thought- Leadership/Innovation, Sales Tone of voice - Formal, friendly, colloquial Content entry and SEO - Tag number and naming, linking, images, keyword density, post length Channel management (a) - Define structure: Administrators, authors, contributors, content approval process Below the surface - what else do you need to think about?
    63. 63. Below the surface - what else do you need to think about?
    64. 64. Channel management (b) - How often, when, who, coordination with other channels Below the surface - what else do you need to think about?
    65. 65. Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations? Below the surface - what else do you need to think about?
    66. 66. Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations? Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Below the surface - what else do you need to think about?
    67. 67. Channel management (b) - How often, when, who, coordination with other channels Moderation - Who and how are you going to manage any conversations? Legal - Lay solid foundations for a safe social environment. Let everyone know where they stand. Channel Promotion - How are you going to engage with influencers and who is going to do it? Below the surface - what else do you need to think about?
    68. 68. If you take 4 things away today...
    69. 69. Listen - understand what is being said about you or your industry If you take 4 things away today...
    70. 70. Listen - understand what is being said about you or your industry Decide - where you can add value If you take 4 things away today...
    71. 71. Listen - understand what is being said about you or your industry Decide - where you can add value Engage - in ways which are appropriate If you take 4 things away today...
    72. 72. Listen - understand what is being said about you or your industry Decide - where you can add value Engage - in ways which are appropriate Be honest - social channels are about people If you take 4 things away today...
    73. 73. “A collection of tools and services that allow people to share and distribute opinions, experiences and information through digital media” And remember...
    74. 74. Thank you so much. @paulfabretti paul.fabretti@gmail.com
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