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Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 2...
Scope of the immersive <ul><li>What are the tools? </li></ul><ul><li>Which tools should my business adopt? </li></ul><ul><...
Tools
Social networks <ul><li>Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning ...
Business networks <ul><li>LinkedIn, Plaxo, professional communities and groups. </li></ul><ul><li>Business networks enable...
Real time messaging/publishing <ul><li>Twitter, Friendfeed, Google Buzz. </li></ul><ul><li>Real time messaging enables con...
Rich media sites <ul><li>YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc. </li></ul><ul><li>Rich media sites are designed...
Social bookmarking <ul><li>Digg, Reddit, Delicious, StumbleUpon, etc. </li></ul><ul><li>Bookmarks are used as a means of c...
Blogs & RSS Feeds <ul><li>Blogs, keyword feeds and anything other updating feeds. </li></ul><ul><li>Blogs enable sharing y...
Social media tool variants  <ul><li>Social networks </li></ul><ul><li>Business networks </li></ul><ul><li>Real time messag...
Which tools are right for my business? <ul><li>What do you want to achieve? </li></ul><ul><ul><li>Establish your authority...
Which tools are right for my business? <ul><li>AUTHORITY: Blogs, Answering LinkedIn business questions, responding to quer...
Which tools are right for my business? <ul><li>CUSTOMER SERVICE: Twitter query response, Facebook channels </li></ul>Image...
Which tools are right for my business? <ul><li>ADVERTISING: Twitter promotion, Facebook fan pages, ads on  YouTube . </li>...
Which tools are right for my business? <ul><li>COMMUNITY ENGAGEMENT: Forums and niche community facilitation on custom net...
Which tools are right for my business? <ul><li>ACTIVE LISTENING: Responses via all social channels to discussions and issu...
Which tools are right for my business? <ul><li>PRODUCT DEVELOPMENT: Facilitating crowd sourcing of product ideas and  mark...
Which tools are right for my business? <ul><li>KNOWLEDGE & CRISIS MANAGEMENT: Facilitating crowd sourced knowledge and ena...
Which tools? <ul><li>IMPORTANT: It is better to have  no social media assets  than establish tools that are not updated an...
ANY QUESTIONS?
Engaging online <ul><li>Engagement has a series of manifestations: </li></ul><ul><ul><li>Responding to queries </li></ul><...
Engaging online <ul><li>RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords. </li>...
Engaging online <ul><li>CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in ...
Engaging online <ul><li>ACTIVE LISTENING: Active listening involves searches on keywords and engagement on social sites  o...
Engaging online <ul><li>DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropr...
Engaging online <ul><li>FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologie...
ANY QUESTIONS?
Time  <ul><li>The amount of time you spend with social media is dependent on what you want to achieve. </li></ul><ul><li>C...
Performance <ul><li>Tracking divided into: </li></ul><ul><ul><li>Mentions and sentiment </li></ul></ul><ul><ul><li>Workloa...
Performance <ul><li>MENTIONS & SENTIMENT: Mentions are great but only when sentiment expressed is positive.  </li></ul>Ima...
Performance <ul><li>WORKLOAD REDUCTION: Normally quantitative research in terms of number of calls to helpdesk/customer ca...
Performance <ul><li>BRAND AWARENESS & PRODUCT ENHANCEMENT: Active listening activities can enhance brand awareness by resp...
Performance <ul><li>SALES: In the end, a social media strategy that fails to improve brand awareness, attract new sales or...
Performance: basics and top tier monitoring <ul><li>Google analytics:  http:// www.google.com /analytics/   </li></ul><ul>...
Performance: tools demonstration <ul><li>Blog search:  http://blogsearch.google.com/ </li></ul><ul><li>Brand metrics:  htt...
Performance <ul><li>PLEASE NOTE: </li></ul><ul><li>Tracking numbers of fans/followers is  completely pointless </li></ul><...
Creativity and curation <ul><li>Best approach to social media is  not a sales approach , but rather creative and curation ...
Where to from here? <ul><li>Establish what you want to achieve </li></ul><ul><li>Analyse social presence of competitors </...
Questions? <ul><li>Joanne Jacobs </li></ul><ul><li>Social Media Expert Consultant </li></ul><ul><li>Email: joanne@joanneja...
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Like Minds Immersive on Social Media for Small Business, October 2010

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Transcript of "Like Minds Immersive on Social Media for Small Business, October 2010"

  1. 1. Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298 Practical Social Media for local business
  2. 2. Scope of the immersive <ul><li>What are the tools? </li></ul><ul><li>Which tools should my business adopt? </li></ul><ul><li>How do I engage with my customers/clients? </li></ul><ul><li>How much staff time should be devoted to social media activities? </li></ul><ul><li>How are my social strategies performing? </li></ul><ul><li>How can I be “creative and curatorial”? </li></ul><ul><li>Where to from here? </li></ul>
  3. 3. Tools
  4. 4. Social networks <ul><li>Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning groups. </li></ul><ul><li>Networks enable sharing of updates, likes, images and media. </li></ul><ul><li>Businesses use social networks to: </li></ul><ul><ul><li>Develop a community of advocates </li></ul></ul><ul><ul><li>Run a customer service channel </li></ul></ul><ul><ul><li>Drive traffic to their websites </li></ul></ul>
  5. 5. Business networks <ul><li>LinkedIn, Plaxo, professional communities and groups. </li></ul><ul><li>Business networks enable CV promotion and connections between like minded professionals. </li></ul><ul><li>Business networks are used to: </li></ul><ul><ul><li>Recruit staff </li></ul></ul><ul><ul><li>Exhibit professional authority </li></ul></ul><ul><ul><li>Communicate with suppliers/clients in groups </li></ul></ul><ul><ul><li>Target business questions to ‘serious’ individuals. </li></ul></ul>
  6. 6. Real time messaging/publishing <ul><li>Twitter, Friendfeed, Google Buzz. </li></ul><ul><li>Real time messaging enables conversations, fast promotion of alternative content, and quick responses to issues as-they-happen. </li></ul><ul><li>Businesses use real time messaging to: </li></ul><ul><ul><li>Promote events, blogs and activities </li></ul></ul><ul><ul><li>Engage with existing customers </li></ul></ul><ul><ul><li>Find new customers </li></ul></ul>
  7. 7. Rich media sites <ul><li>YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc. </li></ul><ul><li>Rich media sites are designed to showcase images, video content, audio content, etc. </li></ul><ul><li>Businesses use rich media sites to: </li></ul><ul><ul><li>Engage audiences with a traditional media-like content channel </li></ul></ul><ul><ul><li>Capture responses to events and campaigns as part of a reporting or promotional activity </li></ul></ul><ul><ul><li>Liven up static sites </li></ul></ul>
  8. 8. Social bookmarking <ul><li>Digg, Reddit, Delicious, StumbleUpon, etc. </li></ul><ul><li>Bookmarks are used as a means of curating resources relevant to an individual, business or network, as well as a simple promotion utility. </li></ul><ul><li>Businesses use social bookmarks to: </li></ul><ul><ul><li>Promote new content/products/services </li></ul></ul><ul><ul><li>Aggregate resources on area of expertise or items of interest to one’s community </li></ul></ul><ul><ul><li>Vote up/down interesting content. </li></ul></ul>
  9. 9. Blogs & RSS Feeds <ul><li>Blogs, keyword feeds and anything other updating feeds. </li></ul><ul><li>Blogs enable sharing your expertise while feed aggregation can be useful to focus attention. </li></ul><ul><li>Businesses use RSS feeds to: </li></ul><ul><ul><li>Demonstrate authority in your area of expertise </li></ul></ul><ul><ul><li>Aggregate social content streams (assets) into a single page online </li></ul></ul><ul><ul><li>Set alerts for brand mentions </li></ul></ul>
  10. 10. Social media tool variants <ul><li>Social networks </li></ul><ul><li>Business networks </li></ul><ul><li>Real time messaging and publishing </li></ul><ul><li>Rich media sharing </li></ul><ul><li>Social bookmarks </li></ul><ul><li>Blogs & RSS </li></ul><ul><li>ALL HAVE DIFFERENT BUSINESS FUNCTIONS </li></ul>
  11. 11. Which tools are right for my business? <ul><li>What do you want to achieve? </li></ul><ul><ul><li>Establish your authority in your area of expertise </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Community engagement </li></ul></ul><ul><ul><li>Active listening </li></ul></ul><ul><ul><li>Product development </li></ul></ul><ul><ul><li>Knowledge & crisis management </li></ul></ul>
  12. 12. Which tools are right for my business? <ul><li>AUTHORITY: Blogs, Answering LinkedIn business questions, responding to queries on twitter, curation of useful resources for your communities in bookmarks </li></ul>CASE STUDY: Blogs as exhibitors of authority (Large) GM Motors: Fastlane (Local) Butler Sheet Metal: Tinbasher Image source: http://www.flickr.com/photos/proimos/4045973322/
  13. 13. Which tools are right for my business? <ul><li>CUSTOMER SERVICE: Twitter query response, Facebook channels </li></ul>Image source: http://images.smh.com.au/ftsmh/ffximage/2009/03/12/switchboard1_wideweb__470x285,0.jpg CASE STUDY: Facebook for customer service (Large) VodafoneUK: Service (Large) AT&T: Customer Care (Local) Devon Travel
  14. 14. Which tools are right for my business? <ul><li>ADVERTISING: Twitter promotion, Facebook fan pages, ads on YouTube . </li></ul>Image source: http://www.flickr.com/photos/peterblanchard/3402211563/ CASE STUDY: Facebook fan pages Starbucks Disney Visa Oxfam UK (Local) The Handbag Lady (Local) Exeter Leukemia Fund
  15. 15. Which tools are right for my business? <ul><li>COMMUNITY ENGAGEMENT: Forums and niche community facilitation on custom networks (ning, etc), LinkedIn groups </li></ul>CASE STUDY: Linked In Groups Internet Coaching Circle Marketing recruitment firm: StopGap Fashion event: Pure London Image source: http://www.flickr.com/photos/pinkmoose/93825403/
  16. 16. Which tools are right for my business? <ul><li>ACTIVE LISTENING: Responses via all social channels to discussions and issues with your brand (not just own channels) </li></ul>CASE STUDY: Brand search and twitter conversations Local Business Twitter Search: Devon Stone Stone tiling ; Signs express Need signage Image source: http://www.flickr.com/photos/walkadog/3353936487/sizes/m/
  17. 17. Which tools are right for my business? <ul><li>PRODUCT DEVELOPMENT: Facilitating crowd sourcing of product ideas and marketing research . </li></ul>CASE STUDY: Product development online (SMEs) Threadless Local Motors Brickfish: Design a Coach tote Tauntaun sleeping bag Image source: http://www.flickr.com/photos/pargon/2444155973/
  18. 18. Which tools are right for my business? <ul><li>KNOWLEDGE & CRISIS MANAGEMENT: Facilitating crowd sourced knowledge and enabling information access in crises. </li></ul>CASE STUDY: Crisis wiki Image source: http://www.flickr.com/photos/msvg/4433428957/
  19. 19. Which tools? <ul><li>IMPORTANT: It is better to have no social media assets than establish tools that are not updated and where you do not converse with your audience. </li></ul>Image source: http://www.flickr.com/photos/gcfairch/4385543669/
  20. 20. ANY QUESTIONS?
  21. 21. Engaging online <ul><li>Engagement has a series of manifestations: </li></ul><ul><ul><li>Responding to queries </li></ul></ul><ul><ul><li>Conversing with customers/contacts </li></ul></ul><ul><ul><li>Active listening </li></ul></ul><ul><ul><li>Dealing with negativity/conflict </li></ul></ul><ul><ul><li>Facilitating change in communities </li></ul></ul>Image source: http://www.flickr.com/photos/bensonkua/2743081060/
  22. 22. Engaging online <ul><li>RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords. </li></ul>Image source: http://www.flickr.com/photos/70554893@N00/4284764493/ CASE STUDY: BT Care Irena Vaksman (Dentist)
  23. 23. Engaging online <ul><li>CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting. </li></ul>Image source: http://www.flickr.com/photos/nostri-imago/2866399803/ CASE STUDY: [email_address] DIRECTTV (Local) H& R Block (tax agents)
  24. 24. Engaging online <ul><li>ACTIVE LISTENING: Active listening involves searches on keywords and engagement on social sites other than your own branded assets . </li></ul>Image source: http://www.flickr.com/photos/danielduende/30444390/ CASE STUDY: Boardtracker
  25. 25. Engaging online <ul><li>DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate. </li></ul>Image source: http://www.flickr.com/photos/sylvar/3054077849/ CASE STUDY: Nestle and Greenpeace campaign ; Kevin Smith & South West Airlines
  26. 26. Engaging online <ul><li>FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologies, changes in staffing etc. Social media can be used to collect info about problems in processes & put minds at ease about new co-workers. </li></ul>Image source: http://www.flickr.com/photos/spursfan_ace/2328879637/
  27. 27. ANY QUESTIONS?
  28. 28. Time <ul><li>The amount of time you spend with social media is dependent on what you want to achieve. </li></ul><ul><li>Conversations are NOT time wasting. </li></ul><ul><li>Need to balance time spent in content production with listening, tracking and engaging. </li></ul><ul><li>ROUGH GUIDE </li></ul><ul><li>TO MINIMUM TIME </li></ul><ul><li>INVESTMENT </li></ul><ul><li>Monitoring staff = 20% of workload </li></ul><ul><li>Contributing staff = 10-15% workload </li></ul>
  29. 29. Performance <ul><li>Tracking divided into: </li></ul><ul><ul><li>Mentions and sentiment </li></ul></ul><ul><ul><li>Workload reduction for traditional customer service channels </li></ul></ul><ul><ul><li>Brand awareness & product enhancement </li></ul></ul><ul><ul><li>SALES </li></ul></ul>Image source: http://www.flickr.com/photos/lrargerich/3969494964/
  30. 30. Performance <ul><li>MENTIONS & SENTIMENT: Mentions are great but only when sentiment expressed is positive. </li></ul>Image source: http://www.flickr.com/photos/noelzialee/233883651/ CASE STUDY: Social Mention
  31. 31. Performance <ul><li>WORKLOAD REDUCTION: Normally quantitative research in terms of number of calls to helpdesk/customer care, and time spent on dealing with issues. </li></ul>Image source: http://www.flickr.com/photos/gadl/320300354/ CASE STUDY: Microsoft Xbox support Clinical trial recruitment
  32. 32. Performance <ul><li>BRAND AWARENESS & PRODUCT ENHANCEMENT: Active listening activities can enhance brand awareness by responding to questions in your field of expertise </li></ul>Image source: http://www.flickr.com/photos/wonderlane/4234358423/ CASE STUDY: LinkedIn Answers Answers.com
  33. 33. Performance <ul><li>SALES: In the end, a social media strategy that fails to improve brand awareness, attract new sales or increase intention to purchase, is a failed social media strategy. </li></ul>Image source: http://www.flickr.com/photos/timparkinson/930660427/
  34. 34. Performance: basics and top tier monitoring <ul><li>Google analytics: http:// www.google.com /analytics/ </li></ul><ul><li>Radian 6: http://www.radian6.com/ </li></ul><ul><li>Scoutlabs: http:// www.scoutlabs.com / </li></ul><ul><li>Hootsuite: http:// hootsuite.com / (Twitter) </li></ul><ul><li>Google Real Time: http:// www.google.com/realtime </li></ul>
  35. 35. Performance: tools demonstration <ul><li>Blog search: http://blogsearch.google.com/ </li></ul><ul><li>Brand metrics: http://www.howsociable.com/ , http://socialmention.com/ </li></ul><ul><li>Ubervu - http://www.ubervu.com/ </li></ul><ul><li>Bloglines - http://www.bloglines.com/ </li></ul><ul><li>Icerocket - http://www.icerocket.com/ </li></ul><ul><li>Samepoint - http://www.samepoint.com/ </li></ul><ul><li>Addict-o-matic - http://addictomatic.com/ </li></ul><ul><li>Boardtracker - http://www.boardtracker.com/ </li></ul><ul><li>Keotag - http://www.keotag.com/ </li></ul><ul><li>EgoSurf - http://www.egosurf.org/ </li></ul><ul><li>Tinker - http://www.tinker.com/ </li></ul><ul><li>Twittratr - http://twitrratr.com/ </li></ul><ul><li>Surchur - http://surchur.com/ </li></ul><ul><li>Backtype - http://www.backtype.com/ </li></ul><ul><li>Spy - http://spy.appspot.com/ </li></ul><ul><li>Monitor This - http://alp-uckan.net/free/monitorthis/ </li></ul>
  36. 36. Performance <ul><li>PLEASE NOTE: </li></ul><ul><li>Tracking numbers of fans/followers is completely pointless </li></ul><ul><li>Tracking number of comments is mostly pointless </li></ul><ul><li>Tracking unique views on websites is pointless if conversions are low </li></ul>Image Source: http:// www.purchasetwitterfriends.com /
  37. 37. Creativity and curation <ul><li>Best approach to social media is not a sales approach , but rather creative and curation oriented </li></ul><ul><li>Chances are, if something is interesting to you, it will be interesting to others </li></ul><ul><li>A curatorial approach to content development and aggregation will organically generate attention. </li></ul>Image source: http://www.flickr.com/photos/laffy4k/404321726/
  38. 38. Where to from here? <ul><li>Establish what you want to achieve </li></ul><ul><li>Analyse social presence of competitors </li></ul><ul><li>Gather examples of quality social media interaction </li></ul><ul><li>Commit resources to social media </li></ul><ul><li>Implement, augment, review and improve </li></ul>
  39. 39. Questions? <ul><li>Joanne Jacobs </li></ul><ul><li>Social Media Expert Consultant </li></ul><ul><li>Email: joanne@joannejacobs.net </li></ul><ul><li>Blog: http://joannejacobs.net/ </li></ul><ul><li>Twitter: joannejacobs </li></ul><ul><li>Skype: bgsbjj </li></ul><ul><li>Skype-in: (+44) 0208 144 9348 </li></ul><ul><li>Mob: (+44) 07948 318 298 </li></ul>
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