social media
for small businesses


jenni lloyd
hello!




hope you enjoyed lunch…
I’m Jenni Lloyd

i’m a consultant with
social media agency
nixonmcinnes
one of the UK’s largest dedicated
teams of social ...
hands up who…

knows what social media is?
uses social media?
is on Facebook?
is on LinkedIn?
is on Twitter?
but these things are just tools


if they don’t last the course
will social media then be
‘finished’?
No.

the tools are a product.
of fundamental, long-
lasting change
brought about by cheap,
easy, mass access to a
global publishing platform
we’re seeing a fundamental shift
from a time when we saw our
websites as a destination




where we could present ourselves how we
wanted
to a recognition that our
customers are playing elsewhere
if we want to talk to them
we need to be where the
conversation is
we need to be useful




and we need to be wherever
they want us to be
what does this mean?
anyone can have a voice
individual experts can build up
global influence without the
mediation of publishers
ex-employees with insider knowledge can
expose uncomfortable facts



how should you respond?
cease and desist doesn’t work in this
environment
groups of people can quickly
organise themselves: for, or against
customer opinions about products &
services are freely available
Source: eBay.com; Amazon.com




average rating = 4.3

au...
hands up…



if you’ve ever used Trip Advisor or
read a review on Amazon?
welcome to the world of
empowered consumers



how can we capture their attention?
buy it?

Rank ordering of activities engaged in by people while ‘using
  media’ in order of declining popularity:
2. eatin...
earn it!

mobile text ads scored 18%

banner ads 26%

search 34%

TV and magazines 56%

word of mouth 78%

DoubleClick, vi...
5 tips to get you started
know your audience

who are they?

where are they online?

what are they doing?

what tools are they likely to use?
listen

find out who’s saying what about you

set up Google alerts

use addictomatic / twitter search
know your objectives

what is it you’re trying to achieve…
to listen and understand?
to engage in conversations?
to genera...
follow the rules of engagement

offer value

be authentic, transparent and helpful

link to those that disagree

disclose ...
choose the right tools

a facebook fan page?

a blog?

ratings and reviews on your site?

twitter?

an island in second li...
a few examples of how we’ve been
applying this approach
we helped T-Mobile get the über
geeks on board for the launch of the
first Google phone



network mapping & influencer en...
we are helping Chelsea FC find out
where their global fan-base
congregate online so they can
market to them more effective...
we helped Oxfam and CAFOD
centralise petition sign-ups across
their partner sites through building
widgets




strategy an...
we helped C4’s PR team more
effectively promote programmes to
niche audiences through social
media training




training &...
we helped MORE TH>N compete for
niche longtail search terms by
building a blog around issues that
their customers care abo...
finally...
we can all learn from this man
blog
facebook
you tube
widgets
twitter
podcasts
hands up who…

wants to be more social now?
I’ll get my coat!
any questions?
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes

jenni@nixonmcinnes.co.uk
get in touch
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes

jenni@nixonmcinnes.co.uk
some must reads…
The Wisdom of Crowds by James Surowiecki
Tipping Point by Malcolm Gladwell
Anything by Seth Godin

The Cl...
Image credits

hands up 1
http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/
shift
http://flickr.com/photos/sanbei...
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Social Media For Small Businesses

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an introduction to social media marketing delivered at the Fresh Business Thinking event 'Hit Me! An Introduction to Internet Marketing' by Jenni Lloyd of NixonMcInnes, the UK's largest social media agency
http://is.gd/1qbTv

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Social Media For Small Businesses

  1. 1. social media for small businesses jenni lloyd
  2. 2. hello! hope you enjoyed lunch…
  3. 3. I’m Jenni Lloyd i’m a consultant with social media agency nixonmcinnes one of the UK’s largest dedicated teams of social media specialists
  4. 4. hands up who… knows what social media is? uses social media? is on Facebook? is on LinkedIn? is on Twitter?
  5. 5. but these things are just tools if they don’t last the course will social media then be ‘finished’?
  6. 6. No. the tools are a product. of fundamental, long- lasting change
  7. 7. brought about by cheap, easy, mass access to a global publishing platform
  8. 8. we’re seeing a fundamental shift
  9. 9. from a time when we saw our websites as a destination where we could present ourselves how we wanted
  10. 10. to a recognition that our customers are playing elsewhere
  11. 11. if we want to talk to them we need to be where the conversation is
  12. 12. we need to be useful and we need to be wherever they want us to be
  13. 13. what does this mean?
  14. 14. anyone can have a voice
  15. 15. individual experts can build up global influence without the mediation of publishers
  16. 16. ex-employees with insider knowledge can expose uncomfortable facts how should you respond?
  17. 17. cease and desist doesn’t work in this environment
  18. 18. groups of people can quickly organise themselves: for, or against
  19. 19. customer opinions about products & services are freely available Source: eBay.com; Amazon.com average rating = 4.3 authentic ratings increase conversion rates returns rate goes down
  20. 20. hands up… if you’ve ever used Trip Advisor or read a review on Amazon?
  21. 21. welcome to the world of empowered consumers how can we capture their attention?
  22. 22. buy it? Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity: 2. eating 3. doing housework 4. doing laundry 5. cooking 6. talking on the phone Jan 2008, BIGResearch
  23. 23. earn it! mobile text ads scored 18% banner ads 26% search 34% TV and magazines 56% word of mouth 78% DoubleClick, via The Guardian, May 2008
  24. 24. 5 tips to get you started
  25. 25. know your audience who are they? where are they online? what are they doing? what tools are they likely to use?
  26. 26. listen find out who’s saying what about you set up Google alerts use addictomatic / twitter search
  27. 27. know your objectives what is it you’re trying to achieve… to listen and understand? to engage in conversations? to generate buzz? to encourage participation?
  28. 28. follow the rules of engagement offer value be authentic, transparent and helpful link to those that disagree disclose your position/interests match your message to the environment -these are social spaces…
  29. 29. choose the right tools a facebook fan page? a blog? ratings and reviews on your site? twitter? an island in second life? use what’s right for your audience and objectives, not the big new thing
  30. 30. a few examples of how we’ve been applying this approach
  31. 31. we helped T-Mobile get the über geeks on board for the launch of the first Google phone network mapping & influencer engagement
  32. 32. we are helping Chelsea FC find out where their global fan-base congregate online so they can market to them more effectively network mapping & community engagement
  33. 33. we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets strategy and widget design, build & deployment
  34. 34. we helped C4’s PR team more effectively promote programmes to niche audiences through social media training training & consultancy
  35. 35. we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about consultancy, design & build
  36. 36. finally... we can all learn from this man blog facebook you tube widgets twitter podcasts
  37. 37. hands up who… wants to be more social now?
  38. 38. I’ll get my coat!
  39. 39. any questions? nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes jenni@nixonmcinnes.co.uk
  40. 40. get in touch nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes jenni@nixonmcinnes.co.uk
  41. 41. some must reads… The Wisdom of Crowds by James Surowiecki Tipping Point by Malcolm Gladwell Anything by Seth Godin The Cluetrain Manifesto by various The Long Tail by Chris Anderson The 17 Rules of Social Media Optimization The New PR Wiki Any online marketing blog (Seth Godin = v.good)
  42. 42. Image credits hands up 1 http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/ shift http://flickr.com/photos/sanbeiji/220645446/sizes/l/ disneyland http://www.flickr.com/photos/denn/160596269/sizes/l/ playing elsewhere http://flickr.com/photos/mugley/2227098069/sizes/o/ conversation http://flickr.com/photos/emdot/32179191/sizes/l/ tools http://flickr.com/photos/22280677@N07/2504310138/ wonderwoman http://flickr.com/photos/bbaltimore/10566018/sizes/o/
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