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Introducing social media for small business   aug 2013 Introducing social media for small business aug 2013 Presentation Transcript

  • Introducing Social Media for Small Business Neil Infield – Manager Business & IP Centre neil.infield@bl.uk - @ninfield (twitter) - www.britishlibrary.typepad.co.uk/business
  • 2
  • 3Introducing Social Media for Small Business – Neil Infield 2013 Who is the British Library for? 3 We are for anyone who wants to do research academic, personal or commercial
  • 4Introducing Social Media for Small Business – Neil Infield 2013 Key Criteria Registered or trading in London Trading for at least a year with proven sales Turnover shows you cover the cost of one other employee Innovating for Growth programme A free business consultancy worth over £10,000 to help you expand your business through new ideas, markets and products www.bl.uk/bipc/innovating.html
  • 5Introducing Social Media for Small Business – Neil Infield 2013  Aims to stimulate the application of open innovation principles to create jobs and new businesses  Partnership of business support organisations, higher education institutions, local government  Diverse programme of activities  Funded by Interreg IVB NEW OpenInnovationProject.co.uk
  • 6Introducing Social Media for Small Business – Neil Infield 2013  I can’t cover everything in two hours  A gallop through key areas  Develop an “About Me” script  Start to develop a Social Media Strategy  My top tips for success  Question Time Two hours to cover all of Social Media?
  • 7Introducing Social Media for Small Business – Neil Infield 2013 What is Social Media? Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks Ahlqvist, Toni; Bäck, A., Halonen, M., Heinonen, S (2008)
  • 8Introducing Social Media for Small Business – Neil Infield 2013 Characteristics Free or very low cost or Freemium model Simple technology using web browser, or mobile Apps Lots of online help and guidance Source - http://www.sxc.hu/profile/garwee What is Social Media?
  • 9Introducing Social Media for Small Business – Neil Infield 2013 What is Social Media really?
  • 10Introducing Social Media for Small Business – Neil Infield 2013 For the UK only… Facebook – 33 million people Source http://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for- 2013/ http://commons.wikimedia.org/wi ki/File:AS-202_launch.jpg Why all the fuss about Social Media?
  • 11Introducing Social Media for Small Business – Neil Infield 2013 For the UK only…  Facebook – 33 million people Twitter – approx 34 million active accounts http://commons.wikimedia.org/wi ki/File:AS-202_launch.jpg Why all the fuss about Social Media? Source http://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for- 2013/
  • 12Introducing Social Media for Small Business – Neil Infield 2013 For the UK only…  Facebook – 33 million people  Twitter – approx 34 million active accounts LinkedIn – 11 million (79% over 35 years) http://commons.wikimedia.org/wi ki/File:AS-202_launch.jpg Why all the fuss about Social Media? Source http://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for- 2013/
  • 13Introducing Social Media for Small Business – Neil Infield 2013 For the UK only…  Facebook – 33 million people  Twitter – approx 34 million active accounts  LinkedIn – 11 million (79% over 35) Pinterest – under 1 million (but growing fast and 29% in highest income bracket) http://commons.wikimedia.org/wi ki/File:AS-202_launch.jpg Why all the fuss about Social Media? Source http://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for- 2013/
  • 14Introducing Social Media for Small Business – Neil Infield 2013 For the UK only…  Facebook – 33 million people  Twitter – approx 34 million active accounts  LinkedIn – 11 million (79% over 35)  Pinterest – under 1 million (but growing fast and 29% in highest income bracket) Google Plus – unsure, but 135m globally active http://commons.wikimedia.org/wi ki/File:AS-202_launch.jpg Why all the fuss about Social Media? Source http://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for- 2013/
  • 15Introducing Social Media for Small Business – Neil Infield 2013  Find out what your  Customers  Critics  Fans  …are saying about you online  Spot trends  Monitor your competitors  Example: www.wigglywigglers.co.uk What will Social Media do for you?
  • 16Introducing Social Media for Small Business – Neil Infield 2013  Allow you to engage with your  Customers  Critics  Fans  …in a transparent manner  Measure your impact  Crowdsource your products and services  Example: Dress designer Sabina Alli crowdsourcing on Facebook - www.facebook.com/MotasemDresses http://www.flickr.com/photos/kryten/125710155/ What will Social Media do for you?
  • 17Introducing Social Media for Small Business – Neil Infield 2013  Wikipedia definition: “Blogs are frequently updated webpages which are easy to edit and to share. They allow readers to subscribe as well as comment on the posts.”  Tend to be informal in style and short in length.  An addition to main business website. Blogging for Small Business
  • 18Introducing Social Media for Small Business – Neil Infield 2013 Why you should blog?
  • 19Introducing Social Media for Small Business – Neil Infield 2013 Why you should blog?
  • 20Introducing Social Media for Small Business – Neil Infield 2013  To build trust – ‘real’ people vs anonymous business  To build an audience  Increase Search Engine Optimisation without the risk – Google loves blogs and hates cheaters Why you should blog?
  • 21Introducing Social Media for Small Business – Neil Infield 2013  Drive traffic to your website – see above  To act as your social media hub  Be seen as an expert in your field – requires insightful, quality content  Reach a wider market – word of mouth referrals http://www.sxc.hu/profile/Kurhan Why you should blog?
  • 22Introducing Social Media for Small Business – Neil Infield 2013  With passion… and patience  For your audience  On your own or in a team  Mainly about things related to your business  Headings must be ‘Ronsealed’ How you should blog
  • 23Introducing Social Media for Small Business – Neil Infield 2013  Regularly – minimum once a week  Content must be engaging / surprising / controversial / intriguing  Including images and videos  Length must be ‘just right’ – somewhere between Stephen Fry’s Blessays and Euan Semple’s The Obvious. http://www.sxc.hu/profile/dspruitt How you should blog
  • 24Introducing Social Media for Small Business – Neil Infield 2013  Leveraging your other social media channels – Twitter, LinkedIn, Facebook, +Google, etc  Using your web domain if possible  Promote using contacts and ‘Blogroll’  Measure using built in tools or Google Analytics How you should blog
  • 25 Not all spam is tasty
  • 27 Look out for Trolls
  • 28Introducing Social Media for Small Business – Neil Infield 2013 Your “About Me”
  • 30Introducing Social Media for Small Business – Neil Infield 2013 “The time has passed when Facebook was a "good idea" for businesses to try. It's now essential to your inbound marketing strategy.” http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Busin Facebook for Small Business
  • 33Introducing Social Media for Small Business – Neil Infield 2013 Do’s Stay active Post frequently Post questions Ask about your customers Include photos and videos Offers and promotions Facebook for Small Business
  • 34Introducing Social Media for Small Business – Neil Infield 2013 Do’s  Stay active  Post frequently  Post questions  Ask about your customers  Include photos and videos  Offers and promotions Don’ts Too much activity Too personal Only posting links Only in selling mode Facebook for Small Business
  • 37Introducing Social Media for Small Business – Neil Infield 2013 What can you fit into 140 characters? We hold these truths to be self-evident, that all men are created equal. (72) – Thomas Jefferson Aim for the sky and you’ll reach the ceiling. Aim for the ceiling and you’ll stay on the floor. (95) – Bill Shankly An iron curtain has descended across the Continent. Behind that line lie all the capitals of the ancient states of Central & Eastern Europe. (140) – Winston Churchill Less is more
  • 38Introducing Social Media for Small Business – Neil Infield 2013 What is Twitter? Micro blogging – 140 character limit The ‘Marmite’ of Social Media services Love it or loath it – it does work Twitter for Small Business
  • 39Introducing Social Media for Small Business – Neil Infield 2013 What is Twitter? Smaller numbers than Facebook – but bigger spenders Unparalleled access to celebrities and decision makers An opportunity to ‘go’ viral The current reigning champion of social media for business Twitter for Small Business
  • 40Introducing Social Media for Small Business – Neil Infield 2013 “More companies should use Twitter than Facebook. Twitter is like a search engine, it drives people to your website… It is somewhere to bring your brand to life, give it more personality and humanise it.” Jon Clarke - CEO Space & Time Meida 56% of tweets to companies are being ignored - AllTwitter.com Why you should use Twitter
  • 41Introducing Social Media for Small Business – Neil Infield 2013  Short term promotions and special offers  Invite feedback / market research  Enhance your reputation  Improve your customer responsiveness  Build good relations  Protect your profile name How to use Twitter
  • 43Introducing Social Media for Small Business – Neil Infield 2013  Find trending topics  Find experts and evangelists for your brand  With caution – going viral could be a bad thing  Try to separate work and play  Be careful when re-tweeting (libel laws apply)  Think first – tweet second How to use Twitter
  • 44Introducing Social Media for Small Business – Neil Infield 2013  Create a tweet button on your web pages  Create and use lists to clean your stream  Learn the twitter lingo  @reply - Direct Message (DM) - Follower - Hashtag - Retweet (RT) - Trending Topics  Use tools to manage - e.g. Tweepi Twitter top tips
  • 45Introducing Social Media for Small Business – Neil Infield 2013  Customize your page:  Change default profile picture  Use 140-character BIO space, using keywords  Use # tags for searching - e.g. #thatchersdead  Shrink your links using Bit.ly etc  Install a mobile app Twitter top tips
  • 46Introducing Social Media for Small Business – Neil Infield 2013  Don’t start and then give up  Tweet throughout the day  Spread your tweets - up to 10 a day  Don’t ignore complaints - they are a test  Switch to direct message (DM) instead of email  Follow key tweeters including your rivals Twitter top tips
  • 47Introducing Social Media for Small Business – Neil Infield 2013  Tweet with less than 100 chars = +17% engagement  Limit account to one or two people - not a big team  Don’t forget to link to your website  Do let your personality shine through… “People aren’t expecting you to be the voice of God. You need to be professional, helpful and polite, but that doesn’t mean you can’t have fun or tongue in cheek. Do social media with a smile.” Twitter top tips
  • Top 4 ‘twits’ quiz
  • 53
  • 54Introducing Social Media for Small Business – Neil Infield 2013  The ‘grown-up’ Social Media channel  ‘Your virtual CV’  2013 study by Hubspot - LinkedIn is 3 times more effective than Twitter or Facebook for converting website visitors into leads LinkedIn for Small Business
  • 56Introducing Social Media for Small Business – Neil Infield 2013  Good for consultants, trainers and professions  Research and engage with potential customers  Check out your competitors  Get connections to endorse your expertise  Get recommendations  Link to your other social media activities LinkedIn for Small Business
  • Is Ben a clueless hippy or an industry expert?
  • 59Introducing Social Media for Small Business – Neil Infield 2013  Pinterest is a pinboard-style photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more.  Users can browse other pinboards for inspiration, 're-pin' images to their own pinboards, or 'like' photos.  The young upstart on the Social Media scene  …But very rapid growth last year Pinterest for Small Business
  • 61Introducing Social Media for Small Business – Neil Infield 2013  Use it to post images related to your business  Reach an affluent audience with high quality images  Benefit from visual content over text  Link to your website  and other Social Media activities Pinterest for Small Business
  • 63Introducing Social Media for Small Business – Neil Infield 2013  Still a pale shadow of Facebook  But is now incorporated in search results  So definitely worth adding your presence  One to keep an eye on Google Plus for Small Business
  • 65Introducing Social Media for Small Business – Neil Infield 2013  People love moving images  Google loves videos  Demonstrate how things work  Share your knowledge Examples:  Blendtec and  Rasheed Ogunlaru YouTube for Small Business
  • 66Introducing Social Media for Small Business – Neil Infield 2013  Have a plan  Work out what you want to get out of Social Media  What are your goals?  More attention for your brand?  Customer service?  Customer interaction?  All of the above?  Define your audience and find out where they ‘live’ Developing your Social Media strategy
  • 67Introducing Social Media for Small Business – Neil Infield 2013 Work with your neighbour to complete pages 1 and 2 of the hand-out Developing your Social Media strategy
  • 68Introducing Social Media for Small Business – Neil Infield 2013  Hootsuite or Tweetdeck to manage your posts  Google Analytics  Facebook Insights  Sprout Social  Wildfire Social Media Monitor  Monitoring-Social-Media.com  SocialMediaToday.com Tools to help you
  • 70Introducing Social Media for Small Business – Neil Infield 2013
  • Hootsuite for monitoring and scheduling
  • 72Introducing Social Media for Small Business – Neil Infield 2013  Try to limit to 30 minutes a day  Keep it professional – you might go viral in a bad way  Keep an eye out for new services  Try to measure results  Cull any activities that don’t help your business  Try to stay focussed – keep away from the Lolcats My top tips for Social Media success
  • Don’t get involved in flame wars
  • 74Introducing Social Media for Small Business – Neil Infield 2013  Be a person online – but not too personal  Always try to add value  Don’t just lurk - contribute  Try to be ‘marketing lite’ - avoid spamming  Have a consistent brand / name across your social media platforms  Have fun with it My top tips for Social Media success