Trainleaders June2010 trainleaders


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Why and how social media can assist your organisation and the stewardship of our planet

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Trainleaders June2010 trainleaders

  1. 1. trainleaders Form, Follow or Fear the Future
  2. 2. Agenda <ul><li>What how and who.........Old world order </li></ul><ul><li>Inverted social capital </li></ul><ul><li>New world order </li></ul><ul><li>Value and RoI </li></ul><ul><li>Free tools – how to be found </li></ul><ul><li>Automation </li></ul><ul><li>What is your strategy? </li></ul><ul><li>Problem Solving </li></ul><ul><li>Questions and conclusion </li></ul>
  3. 3. Who Is Ivor Kellock? <ul><li>Financial Services 24 years </li></ul><ul><li>Social Media 3.5 years </li></ul><ul><li>Interviewed on BBC News 8pm Sat night </li></ul><ul><li>Various TV shows </li></ul><ul><li>Numerous Radio Shows – local and national </li></ul><ul><li>National Press </li></ul><ul><li>Professional Bodies - speaker/comtributor </li></ul><ul><li>LSP member/Herts Chamber coordinator </li></ul><ul><li>Lobbying APPGCC </li></ul><ul><li>Deliver training for Business Link </li></ul>
  4. 4. What is social media? <ul><li>Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site. </li></ul><ul><li>Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, LinkedIn, Facebook, Twitter etc) </li></ul><ul><li>Actually it's what YOU think it is......................... </li></ul>
  5. 5. Common themes <ul><li>User-generated content UGC </li></ul><ul><li>Video, audio, text or multimedia </li></ul><ul><li>Sharing & discussion </li></ul><ul><li>Opinions insights experiences perspectives </li></ul>
  6. 6. Did You Know?
  7. 7. Old world New world order <ul><li>Sumerian Tablet Walking upright </li></ul><ul><li>Papyrus Paths </li></ul><ul><li>Gutenberg Press Wheel </li></ul><ul><li>Telegraph Roads </li></ul><ul><li>Fear Telephone Carts </li></ul><ul><li>Or Radio Carriage </li></ul><ul><li>Celebrate Computer Train </li></ul><ul><li>Technology TV Car </li></ul><ul><li>Radar Lorry </li></ul><ul><li>Satellites Plane </li></ul><ul><li>WWW Satellite </li></ul><ul><li>Mobile Space </li></ul>
  8. 8. Old World Order <ul><li>How to get your message to market? </li></ul><ul><li>Advertising – Print Radio TV Internet </li></ul><ul><li>PR Word of mouth Networking Direct Mail </li></ul><ul><li>All require huge sums of capital & expertise – barriers to entry </li></ul><ul><li>We trust a few large organisations </li></ul><ul><li>BBC ITV Telegraph Independent </li></ul>
  9. 9. Old World New World Order <ul><li>TV favoured as most powerful – yet likely most expensive and most difficult to measure results.......... </li></ul><ul><li>You can now have a 2 minute video created for £200! Spread globally............ </li></ul><ul><li>In 1835 James Gordon Bennet founded the first mass circulation daily paper in New York (Herald) </li></ul><ul><li>It cost $10,000 in today’s money* </li></ul><ul><li>By 1850 to achieve the same result cost $2,500,000 in todays money...........* </li></ul><ul><li>*source Yochai Benkler – The Wealth of Networks </li></ul>
  10. 10. The Point? Inverted social capital <ul><li>The internet and Social media specifically has created a level playing field for promoting your organisation </li></ul><ul><li>You can compete equally and very often more successfully than large brands - because they do not understand social media due to inertia – clinging onto old ways of doing business! </li></ul>
  11. 11. What is Social Media <ul><li>A TV programme </li></ul><ul><ul><li>Advert </li></ul></ul><ul><ul><li>Magazine </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul><ul><ul><li>Radio show </li></ul></ul><ul><ul><ul><ul><ul><li>Direct mail </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>PR </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>All rolled into one........ </li></ul></ul></ul></ul></ul>
  12. 12. Convergence Change <ul><li>Email soon dead 90% 200bn a day spam </li></ul><ul><li>The Activity Illusion – busy being busy! </li></ul><ul><li>Your mobile is your new PC - in 3 years </li></ul><ul><li>The world of private & closed is going </li></ul><ul><li>Celebrate the true marvel that is web 3.0 </li></ul><ul><li>World is fragmenting </li></ul><ul><li>Bloggers are now becoming stars </li></ul>
  13. 13. New World Order <ul><li>Social media touches every aspect of your organisation, internally and externally </li></ul><ul><li>Are you listening managing & monitoring this? </li></ul><ul><li>By not engaging - other people control what is said about you </li></ul><ul><li>Engaging overcomes this whilst beneficially attracting people/customers towards you </li></ul><ul><li>Are your competitors ahead of you – who is dominating the internet space around your product/service? </li></ul>
  14. 14. Predictions Can Be Tricky! “ I think there is a world market for maybe five computers.&quot; -- Thomas Watson, chairman of IBM, 1943. &quot;There is no reason anyone would want a computer in their home.&quot; -- Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977 . &quot;640K ought to be enough for anybody.&quot; -- Attributed to Bill Gates, 1981. &quot;Almost all of the many predictions now being made about 1996 hinge on the Internet's continuing exponential growth. But I predict the Internet will soon go spectacularly supernova and in 1996 catastrophically collapse.&quot; Robert Metcalfe, founder of 3Com, 1995 .
  15. 15. New World Order <ul><li>Facebook > 400m subscribers > 20% internet users </li></ul><ul><li>Facebook = 3 rd country in the world </li></ul><ul><li>Estimated > 200m blogs source: Blogherald </li></ul><ul><li>33% adults post > weekly to web - Facebook, Twitter* </li></ul><ul><li>25% of adults publish a blog & upload video/audio* </li></ul><ul><li>60% maintain a profile on a social networking site* </li></ul><ul><li>70% Read blogs, tweets and watch UGC video* </li></ul><ul><li>In 2 months UGC > combined content of ABC NBC CBS since 1948, when ABC started source: Did you know 4 </li></ul><ul><li>Google earns $200 a second </li></ul><ul><li>Teanagers 6 X more effective on web than adults source BBC </li></ul><ul><li>* Source </li></ul>
  16. 16. New World Order <ul><li>Social Media has overtaken porn as the #1 activity on the Web </li></ul><ul><li>Source: Huffington Post </li></ul><ul><li>Fastest growing segment on Facebook is 55-65 yr old females Source: Inside Facebook Blog </li></ul><ul><li>80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what this means for bad customer experiences? Source: Attempting to Relocate </li></ul><ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox & Nielsen </li></ul><ul><li>Only 18% of traditional TV campaigns generate a positive ROI </li></ul><ul><li>Source:  “Marketing to the Social Web,” Larry Weber, Wiley Publishing  2007 </li></ul><ul><li>24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us Source: Yahoo Finance </li></ul>
  17. 17. The World At Our Doorstep
  18. 18. Value and RoI Use Case Value/ROI Brand Audit Identify opportunities in Social Media Social Media Campaigns Measure progress of Social Media efforts Corporate Marketing Increased sales & rate of return on ad spend Customer Service Increased satisfaction, brand loyalty, awareness Competitive Insight Identify differentiating features & innovate Public Relations Efficient use of time & identify influencers Sales – Lead Generation Increased sales & shortened sales cycle Search Engine Optimization More effective SEO & organic visibility Product Development Reduced market research costs HR Reduced hiring costs & less churn
  19. 19. Social Media Monitoring Sophisticated tools now exist: To monitor the social media space To create simple easy to read reports for Strategy Measurement of success Finding Markets Watching competition
  20. 23. Join the conversations <ul><li>So what is your 2010 social media strategy </li></ul><ul><li>Corporate policy? </li></ul><ul><li>Your 2 brands – personal/corporate </li></ul><ul><li>What are your core messages </li></ul><ul><li>Targeting your conversations where? </li></ul><ul><li>Which platforms to use? </li></ul><ul><li>Listening managing monitoring </li></ul><ul><li>Freeing and allocating resources </li></ul><ul><li>Being everywhere at once </li></ul><ul><li>Digital time management </li></ul>
  21. 24. It works for all organisations <ul><li>What direction are you going in </li></ul><ul><li>Are you in a startup, growth, matured, declining, renewed organisation </li></ul><ul><li>Who provides your foresight </li></ul><ul><li>How is the need for change recognised </li></ul><ul><li>How integrated is your value chain for shareholders, employees, customers, clients, volunteers, suppliers </li></ul>
  22. 25. Outcomes of your strategy <ul><li>Increase your number of transactions </li></ul><ul><li>Increase their value </li></ul><ul><li>Increase their frequency </li></ul><ul><li>Increase your margins </li></ul><ul><li>Measure sales activity along with SM activity and company activity = </li></ul><ul><li>what works, what doesn’t </li></ul>
  23. 26. Marshmallows
  24. 27. Impatience Don't be impatient – social media is about community building and long term relationships.............
  25. 28. But I don't have time...... <ul><li>Knowing what to say helps </li></ul><ul><li>Knowing where to say it helps </li></ul><ul><li>Using multi media makes your customer experience richer – post by txt or email </li></ul><ul><li>Automation means that you can be in many places at once................ </li></ul><ul><li>Understanding your browser helps </li></ul><ul><li>Managing your inbox helps </li></ul><ul><li>Having a strategy – vision and mission keeps focus </li></ul><ul><li>Honestly how are you investing time on marketing? </li></ul>
  26. 29. Use & Automation of Social Media Platforms
  27. 30. Reach Depth Useful updates <ul><li>Know Like Follow...6 degrees of separation </li></ul><ul><li>Open Random Supportive </li></ul><ul><li>Want to be seen in many places at same time (live in a fragmented world) BBC Christmas shows </li></ul><ul><li>More places: </li></ul><ul><ul><li>more likely to be stumbled upon </li></ul></ul><ul><ul><li>easier for Google (search engines) to find you </li></ul></ul><ul><ul><li>easier for aquaintances and friends to find you </li></ul></ul><ul><ul><li>EASIER FOR STRANGERS TO FIND YOU </li></ul></ul>
  28. 31. Search engines <ul><li>Youtube – 2 nd largest - 2009 </li></ul><ul><li>Facebook – 7 th largest - 2009 </li></ul><ul><li>Important you are found on: </li></ul><ul><ul><li>Google – search engine – info source </li></ul></ul><ul><ul><li>Youtube – search engine – info source </li></ul></ul><ul><ul><li>Facebook – search engine – info source </li></ul></ul><ul><ul><li>Twitter – search engine – info source </li></ul></ul><ul><ul><li>LinkedIn – search engine – info source </li></ul></ul><ul><ul><li>? ? ? cost effective listings with other sites ? ? ? </li></ul></ul>
  29. 32. Many places… <ul><li>Networking sites: </li></ul><ul><ul><li>eg Facebook, LinkedIn, Ecademy, Xing, Ning, Viadeo </li></ul></ul><ul><li>Sharing sites: </li></ul><ul><ul><li>eg StumbleUpon, Digg, Delicious, Reddit, Technorati </li></ul></ul><ul><li>Blogging: </li></ul><ul><ul><li>eg Wordpress, Blogger, Yahoo, Windows Live </li></ul></ul><ul><li>Video sites: </li></ul><ul><ul><li>eg Youtube, Vimeo… </li></ul></ul>
  30. 33. What is RSS <ul><li>RSS (most commonly expanded as &quot;Really Simple Syndication&quot;) is a family of web feed formats used to publish frequently updated works — such as blog entries, news headlines, audio, and video — in a standardised format </li></ul><ul><li>source wikipedia </li></ul>
  31. 34. Sharing useful news From RSS news feeds Google Reader (auto-gather, manual distribution) large number of sites Google Reader Google Reader From your website
  32. 35. OR / download into Browser Google profile Individual sharing sites to share web page with another site such as Global favourites bar Blogs
  33. 36. Youtube automation
  34. 37. RSS feed feed
  35. 38. Blog sharing tools <ul><li>allow multiple Blog postings </li></ul><ul><li>on different platforms </li></ul><ul><li>link different tools </li></ul><ul><li>to say the same in different places......... </li></ul><ul><li>Reach Depth Quality </li></ul>
  36. 39. Free Google Tools <ul><li>Google Places – inc maps listing </li></ul><ul><li>Google Profile </li></ul><ul><li>Google Reader </li></ul><ul><li>Google News </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Friend Connect </li></ul><ul><li>Google Analytics </li></ul><ul><li>YouTube/Blogger </li></ul><ul><li>Google Mail Google Calendar Google Documents </li></ul><ul><li>Google Blog search </li></ul><ul><li>Free web address and hosting for a year </li></ul>
  37. 40. Problem Solving
  38. 41. Problem Solving <ul><li>1 : 5 suffer with stress – WHO </li></ul><ul><li>83% of global population no independent press </li></ul><ul><li>Climate Change >80% global energy supply chain is fossil fuel reliant </li></ul><ul><li>Gender equality – how do we tackle this? </li></ul><ul><li>Education – sharing of resources - mobile internet </li></ul><ul><li>Modern cardiovascular care cost 10% USA budget </li></ul><ul><li>Grameen Bank / Grameen Mobile </li></ul>
  39. 42. Answer For A Better World <ul><li>Avoid top down thinking </li></ul><ul><li>Trust people more </li></ul><ul><li>Empower grass roots </li></ul><ul><li>Collaborate </li></ul><ul><li>Network & share & SUPPORT ONE ANOTHER </li></ul><ul><li>Social media – assists all of this </li></ul><ul><li>We Become - </li></ul><ul><li>Better informed for Better decision making </li></ul><ul><li>From DISCOVERY TO MASTERY </li></ul>
  40. 43. Questions? <ul><li>Ivor Kellock </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>+44 7782193093 </li></ul>