Intro to Social Media - for Accounts parte the seconde

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  • 1. Introduction to Social Media
    aka Kipling’s Six Friends
    Justin Souter
  • 2. 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/
  • 3. Motrin: Twitter
    25/09/2009
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    Introduction to Social Media
  • 4. What?
    nolifebeforecoffee
    25/09/2009
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    Introduction to Social Media
  • 5. 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
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    Introduction to Social Media
  • 6. Overwhelming amount of tools :’(
    25/09/2009
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    Introduction to Social Media
  • 7. 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
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    Introduction to Social Media
  • 8. 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
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    Introduction to Social Media
  • 9. Why?
    bitzcelt
    25/09/2009
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    Introduction to Social Media
  • 10. 25/09/2009
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    Introduction to Social Media
  • 11. 25/09/2009
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  • 12. 25/09/2009
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  • 13. Reasons that US Executives do not use Social Media, July 09
    25/09/2009
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    Introduction to Social Media
  • 14. 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
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    Introduction to Social Media
  • 15. 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
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    Introduction to Social Media
  • 16. 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
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    Introduction to Social Media
  • 17. 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
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  • 18. 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
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    Introduction to Social Media
  • 19. 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
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  • 20. 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
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  • 21. When?
    sea turtle
    25/09/2009
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    sea turtle
  • 22. When?
    "As I've said many times, the future is already here. It's just not very evenly distributed.“ - William Gibson
    25/09/2009
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  • 23. How?
    kevindooley
    25/09/2009
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  • 24. 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
  • 25. Listening
    Talking
    Energizing
    Supporting
    Embracing
    Groundswell objectives
    Roles
    Research
    Marketing
    Sales
    Support
    Development
    Key roles and their groundswell objectives
  • 26. groundswell.forrester.com
  • 27. 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
    • 28. 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
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  • 29. 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
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  • 30. 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
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  • 31. 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
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  • 32. 25/09/2009
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  • 33. 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
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  • 34. Social Media Measurement
    Here's a framework for measuring social media:
    Attention
    Participation
    Authority
    Influence
    Sentiment
    25/09/2009
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  • 35. Where? and Who?
    sighmon
    25/09/2009
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  • 36. Walt Jabsco
    25/09/2009
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  • 37. 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
  • 38. 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
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  • 39. And finally…
    Sister72
    25/09/2009
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  • 40. 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
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  • 41. 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
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  • 42. 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
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  • 43. 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
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  • 44. Sister72
    Call to action
    25/09/2009
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  • 45. 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
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  • 46. 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
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    Introduction to Social Media