• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Intro to Social Media - for Accounts parte the seconde
 

Intro to Social Media - for Accounts parte the seconde

on

  • 1,729 views

 

Statistics

Views

Total Views
1,729
Views on SlideShare
1,714
Embed Views
15

Actions

Likes
1
Downloads
15
Comments
0

3 Embeds 15

http://souterconsulting.eu 13
http://justingsouter.co.uk 1
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Intro to Social Media - for Accounts parte the seconde Intro to Social Media - for Accounts parte the seconde Presentation Transcript

    • Introduction to Social Media
      aka Kipling’s Six Friends
      Justin Souter
    • Warm up – Social Media disaster
      Original ad
      http://www.youtube.com/v/BmykFKjNpdY
      Spoof
      http://www.youtube.com/v/TpqpAGLS2t4
      Props to Neville Hobson:
      http://www.nevillehobson.com/2008/11/18/the-motrin-storm-breathtaking-speed-and-scale/
    • Motrin: Twitter
      25/09/2009
      3
      Introduction to Social Media
    • What?
      nolifebeforecoffee
      25/09/2009
      4
      Introduction to Social Media
    • What is it?
      Yes, so what is it?
      Technology
      Social Movement
      Mindset
      Computer-mediated world
      Web 2.0 – users created their own content
      “This is about determining a future online customer communications strategy”
      Chief Executive I was talking with recently
      “If I have seen a little further it is by standing on the shoulders of Giants.” - Isaac Newton (i.e. under-lined links)
      25/09/2009
      5
      Introduction to Social Media
    • Overwhelming amount of tools :’(
      25/09/2009
      6
      Introduction to Social Media
    • Common tools [TO BE ONES FOR BUSINESS?]
      Blog
      easy-to-use publishing platform, sorted by date
      Social Network
      online site with various collaboration tools
      Twitter
      like text messaging, but actually powerful messaging hub – real time communications
      • N.b. importance of using tools together
      Forums
      Online discussions
      Ratings & Reviews
      Customer service
      Music
      Photo & video sharing
      Document & presentation sharing
      Social bookmarking
      25/09/2009
      7
      Introduction to Social Media
    • Stats
      Twitter
      Film star Ashton Kutcher has 3,669,148 ‘followers’
      18m users projected for end 2009
      Facebook
      >300 million active users
      Fastest growing demographic is >=35
      Blogs
      96.6 million US Internet users read a blog at least once per month, representing 48.5% of the Internet population.
      By 2013, 128.2 million people, or 58% of all US users, will take part.
      25/09/2009
      8
      Introduction to Social Media
    • Why?
      bitzcelt
      25/09/2009
      9
      Introduction to Social Media
    • 25/09/2009
      10
      Introduction to Social Media
    • 25/09/2009
      11
      Introduction to Social Media
    • 25/09/2009
      12
      Introduction to Social Media
    • Reasons that US Executives do not use Social Media, July 09
      25/09/2009
      13
      Introduction to Social Media
    • Why does it matter?
      It's the idiom of our Youth
      Interactive vs. Broadcast
      You've got a Website
      Now you need a Web Presence
      "Open the Kimono" at the pace *you* choose
      Embrace the Now; the Future is already here
      Influence, because it's happening already
      Get closer to the Customer in this age when they’ve already Googled you before you speak / they come into the shop etc.
      25/09/2009
      14
      Introduction to Social Media
    • Twitter effectiveness
      Representatives from Dell said, at a Twitter for Brands event hosted by New Media Age in London on Friday, that it has seen tangible uplifts in sales which can be directly attributed to marketing on Twitter.
      The brand’s Twitter account has driven $3 million in sales since it began operation in 2007, Dell said.
      @DellOutlet is in the top 100 Twitter accounts (over one million followers, increasing ~6K per day)
      25/09/2009
      15
      Introduction to Social Media
    • Thoughts III [NEED TO RE-ASSESS THIS]
      Rozmic – 1 tweet led to 60 sign-ups for new service (60 x £8.50/mth)
      Your business & your Customers’ businesses
      Business to Business
      Business to Consumer
      McKinsey Quarterly vs. a set of blogs
      Part of a wider trend
      From Push to Pull
      Motor industry example
      Social Capital
      Creating the right environment for buying / choosing your firm
      Create relationships online
      Become a Social Capitalist!
      25/09/2009
      16
      Introduction to Social Media
    • What can it be used for?
      Recruitment
      Ernst & Young careers Facebook group
      Marketing
      West Midlands Police
      Recruitment / ‘plodcasts’
      PC TV; YouTube, Twitter, Facebook
      Focus group
      GM’s Fast Lane blog
      “we are gaining insight about how to optimize not only our communications, but the brand itself.” Link
      Collaboration
      Reuters example at Fujitsu
      Example too numerous to mention
      25/09/2009
      17
      Introduction to Social Media
    • What can it be used for? (2)
      Customer support
      Dell Hell & turnaround
      Early warning
      Domino's example
      PR
      Ford & The Ranger Station
      Social Media news release
      Social Media news room
      25/09/2009
      18
      Introduction to Social Media
    • Business to Business Scenarios
      According to Dan Sears, you might consider the following:
      Listen and monitor the online conversation
      Gather product requirements and feedback
      Alert customers of new product features, upcoming events
      Introduce products to prospects
      Develop advocates and Industry influencers
      Reposition products and brands
      Share information during tradeshows and events
      Align and connect communities of interest and practice
      Generate awareness and exposure (press release)
      Social Media in a B2B contextblog post
      25/09/2009
      19
      Introduction to Social Media
    • Downsides
      Motrin (as we’ve seen)
      Dell Hell – turnaround to @DellOutlet & $3m sales
      Copyright issues – sharing gets abused
      Phishing / spam / identity theft
      Time wasting
      Time consuming
      25/09/2009
      20
      Introduction to Social Media
    • When?
      sea turtle
      25/09/2009
      21
      Introduction to Social Media
      sea turtle
    • When?
      "As I've said many times, the future is already here. It's just not very evenly distributed.“ - William Gibson
      25/09/2009
      22
      Introduction to Social Media
    • How?
      kevindooley
      25/09/2009
      23
      Introduction to Social Media
    • The four-step approach to the groundswell
      P
      O
      S
      T
      PeopleAssess your customers’ social activities
      Objectives Decide what you want to accomplish
      StrategyPlan for how relationships with customers will change
      TechnologyDecide which social technologies to use
    • Listening
      Talking
      Energizing
      Supporting
      Embracing
      Groundswell objectives
      Roles
      Research
      Marketing
      Sales
      Support
      Development
      Key roles and their groundswell objectives
    • groundswell.forrester.com
    • What to do – practical steps
      e.g. for Chantrey Vellacott DFK
      Put together business case & get sign off?
      Form team of interested parties & subject matter experts
      POST exercise
      Divvy out tasks & responsibilities
      • Measure before & after
      • Set up blog, twitter, photo, & video tools
      Integrate with website
      Follow other people, comment on blogs, create interactions
      Start slow, experiment, fail fast, learn quickly
      Consider phased approach
      Manage the Change internally
      • Keep stakeholders informed & happy
      Think long-term & keep at it
      Hire a social media specialist!
      25/09/2009
      27
      Introduction to Social Media
    • What to do - strategy
      Get someone in your team to read Groundswell
      POST approach
      5 ways of using social media
      Demographics
      Tech
      Depends on existing infrastructure
      Often, exploit what you already have
      Combine
      Tools are most powerful when used together
      25/09/2009
      28
      Introduction to Social Media
    • Social Media Panel Outlines Tips for Accountants
      Protect your name
      Establish goals & revisit them often
      Commit
      Find fans & potential employees
      Consider multiple personalities
      Act professional
      Highlight area expertise
      Ask questions
      Don’t abandon face time
      http://www.journalofaccountancy.com/Web/20091830.htm
      25/09/2009
      29
      Introduction to Social Media
    • Social Media & QuickBooks
      Do Social Media Users Benefit?
      By answering each other's questions
      Influence the development and design of products they us
      Power users can build reputation
      Accountants can gain access to prospects in the social media community
      Users can network
      Link
      Other platforms used
      LinkedIn and Facebook to bring together QuickBooks experts
      Other Intuit community websites
      Meetup – find a QB consultant nearby
      • Also, blogs, wikis (to create a Tax Almanac), YouTube to showcase new release, Twitter, even Second Life!
      25/09/2009
      30
      Introduction to Social Media
    • 25/09/2009
      31
      Introduction to Social Media
    • 10 ways to measure social media success
      Traffic
      Interaction
      Sales
      Leads
      Search marketing
      Brand metrics
      PR
      Customer engagement
      Retention
      Profits
      Props to Econsultancy
      25/09/2009
      32
      Introduction to Social Media
    • Social Media Measurement
      Here's a framework for measuring social media:
      Attention
      Participation
      Authority
      Influence
      Sentiment
      25/09/2009
      33
      Introduction to Social Media
    • Where? and Who?
      sighmon
      25/09/2009
      34
      Introduction to Social Media
    • Walt Jabsco
      25/09/2009
      35
      Introduction to Social Media
    • Where? and Who?
      Where?
      Context
      Internal
      External
      Stakeholders
      Online and offline
      “Top 2 inches”
      Who?
      Leadership sets the tone and example
      Front line delivers
      Management monitors, encourages, reports upwards
    • Accountants who use Social Media
      Dennis Howlett - @dahowlett
      Mark Lee - @bookmarklee
      Philip Woodgate - @philipwoodgate
      Richard Murphy - @richardjmurphy
      Glen Feechan - @glenfeechan
      AT Accounting - @ataccounting
      Stephen Slater - @cyberaccountant
      Phil Richards - @bfcauk & @philrichards
      Toni Hunter
      @ToniHunter
      The accountants’ guide to Twitter
      Brought to you by:
      Emily Coltman - @Ask_M
      25/09/2009
      37
      Introduction to Social Media
    • And finally…
      Sister72
      25/09/2009
      38
      Introduction to Social Media
    • Phil Richards
      “If you come from the "intention" just to get business, then its more difficult to take part ( IMHO ), if you come from the intention of sharing, helping, community etc.. then whilst business does come, its not the primary intention, and getting involved has more meaning.”
      25/09/2009
      39
      Introduction to Social Media
    • Why accountants should blog
      Sharing what you know through a blog shows you care and provides the enabling medium that provides the context for collaboration among other professionals.
      As the world becomes more specialised, I see collaboration as an increasingly important part of the professional landscape.
      Gain a reputation for sharing knowledge and like minded people WILL come to your door.
      The biggest benefit though comes through your ability to show your human-ness.
      People deal with people and if they see authenticity expressed through your blog efforts then they are far more likely to identify with you as a person.
      Given the professional reputation for being stuffy, that can't be a bad thing.
      Agree? Dennis Howlett
      25/09/2009
      40
      Introduction to Social Media
    • Again, Dennis Howlett
      […] think more about communications, internally at first and how sharing information might better serve the practice.
      Professionals should be looking for ways to better collaborate both internally and among their communities. We’re starting to see that at ion.
      And it’s not about using these tools as direct marketing tools or gimmicks but about the indirect effects that arise out of your efforts at supporting those around you through the stories you tell. [my italics]
      25/09/2009
      41
      Introduction to Social Media
    • Military of Millennials article- Conclusion
      “Most generations have a way of challenging their elders’ fundamental assumptions and ways of doing things.”
      “Gen Y is poised to do the same — and in potentially constructive and original ways.”
      “The job of today’s captains, majors, and colonels is to encourage and guide millennials and protect them from the senior officers who may not appreciate their unique qualities.”[!]
      25/09/2009
      42
      Introduction to Social Media
    • Sister72
      Call to action
      25/09/2009
      43
      Introduction to Social Media
    • Souter Consulting Limited
      What can I do for you?
      Please contact me to see how we can work together!
      Justin Souter
      http://souterconsulting.eu
      Justin.souter@souterconsulting.eu
      07717 725504
      25/09/2009
      44
      Introduction to Social Media
    • What to do (2)
      Encourage
      Put call out to those already interested
      Provide environment to let this flourish
      “Be Michael Dell”
      Build up Social Capital
      Rare face-to-face
      Like indicators on a car on motorway
      Build up goodwill
      create context for positive interactions online
      25/09/2009
      45
      Introduction to Social Media