Kent House and KUSBP "Using Social Network sites to develop business" event

Using Social Networking sites to develop business 9 September 2009 The Banquet Suite, Keele Hall

What is Social Networking? Kevin Holdridge

"too many twits might make a tw*t" “YouTube if you want to"

Some examples of social media

From online brochures to social platforms  Social networking sites  Blogging  Microblogging  Photo, video and audio sharing  Bookmarks  Knowledge sharing and collaboration – wikis, forums, intranets, extranets

“Social Networking” Tends to be used to cover 3 distinct areas Social news sites User-generated Social network and blogs content sites sites Allow users to add Allow users to Supply news items their own content create an area and allow people to sites where where they can to vote on them, other people can connect with rate them and view it. friends, emails, share them chat and share information Inspired by “Social Media in 30 Seconds” by Wes Funk

Social Networking – 3 overlapping areas Social News Sites User-Generated Social Network Content Sites Sites Inspired by “Social Media in 30 Seconds” by Wes Funk

Why Social Networks Matter  Facebook has 250 million members, with more than 300,000 businesses  LinkedIn has more than 365,000 company profiles. More than 12 million small-business professionals are members of LinkedIn.  Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months … iPhone applications hit 1 billion in 9 months.  9 in 10 consumers trust their peers more than marketers, according to a recent survey of 25,000 by Nielsen.  25% of search results for the World’s Top 20 largest brands are links to user-generated content.  34% of bloggers post opinions about products & brands Sources: USA Today, socialnomics.net

Source: USA Today, Aug 09 How did Ford introduce the Fiesta to Americans? A massive ad blitz on TV? In-house promotions at dealers nationwide? Nope ... Ford tapped 100 top bloggers and gave them a Fiesta for six months. The catch: Once a month, they're required to upload a video on YouTube about the car, and they're encouraged to talk — no holds barred — about the Fiesta on their blogs, Facebook and Twitter.

How can social media help you?  To listen! Your competitors, vendors, customers and prospects are talking about you, right now.  To build a presence and identity  To enhance search engine ranking  To communicate and engage (but not to sell!)  To provide better and customer service at lower cost

Things to do  Listen to what is being said and act on it  Start a conversation • Invite feedback, start a debate then respond to what is being said calmly and professionally  Be human • E.g. Google’s face for SEO is Matt Cutts who regularly makes videocasts and podcasts answering questions  Write about what you know  Find a niche

Things you should not do  Create a large “corporate” identity  Create an advert instead of a personality  Lose sight of who is following you i.e. watch what you say!  Respond to anger, irritation or bad-mouthing defensively or in kind  Act unprofessionally  Talk AT your base of followers  Sell to your base of followers

What happens in Vegas ... Stays on FaceBook

1 Use the opportunity to talk to your customers, learn about their problems and use their feedback to improve future products / services / events

2 Use social networking to show off your expertise. The most valuable and knowledgeable members of your staff are often hidden behind closed doors – use this as an opportunity to “get them out there”.

3 Connect Make connections in the business community, in the consumer community, in your local community - get your name known!

4 Give something for free to get some followers – advice, information, product....then keep them hooked by offering them a community of people interested in what you are doing and get them talking to each other!

5 Generate some new content about your company... by people outside your marketing department.

If you achieve nothing else with your foray into Social Networking – you will have built some high value links to your website from social news sites!

5 steps to success ... 1. Take ownership 2. Determine your goals 3. Focus on the customer experience 4. Understand the social technology landscape 5. Build the business case Source: Best Practices: Five Strategies For Customer Service Social Media Excellence www.forrester.com/Research/Document/Excerpt/0,7211,48001,00.html#heading3

7 things you could do before Christmas 1. Develop a social media plan 2. Create a blog 3. Build a customer self-service area 4. Set up personal and company accounts on Linked In 5. Set up accounts on Facebook & MySpace 6. Set up a Twitter account 7. Start monitoring social media and use web analytics

Kevin Holdridge Managing Director, Kent House kevin.holdridge@kenthouse.com

Linda Jones

Marketing through social media

People buy off people! This is never truer than on the web!

About me:  Director of Passionate Media  Editor of www.havealovelytime.com  Journalist, author, PR, mum  www.twitter.com/LindaSJones

So what?  Invited to Disney this year as top mum blogger  Launched TwitterTitters for Comic Relief  Gained work, enhanced reputation and forged great contacts through social media  Developed new skills

How? Some basic dos of how to get the most out of social media: Personality Brevity Authenticity Consideration

Some basic don’ts:  No spamming  No spamming  No spamming

“Relational Marketing”  Build and enhance relationships with customers/potential customers  Build a community

“Relational Marketing”  Be yourself  Be interesting  Engage  Listen  Don’t just be a broadcaster

Consider others:  Link to them  Listen to them  Praise them  It’s not ‘me, me, me’

Times are a changin’ And changing fast  Potential employers, clients or funders will check out your online presence  Make sure you get it right

First steps:  Who are you? Get your profile right  Respect others  Find your own way  Strike a balance

Next steps:  Dive in!  Promote expertise

Share and share alike:  Breaking news  Guides / tutorials  Interesting stories  Pictures  Videos  Statistics

The best social media relationships are:  Based on trust  Not forced  Long-term  Likely to bring phenomenal brilliant results Just like real ones!

Linda Jones Managing Director, Passionate Media linda@passionatemedia.co.uk

“You’ve Got A Friend” Keele University and Social Networking Hannah Hiles Media and Communications Officer September 2009

Getting to know you • Hear what current students are saying about Keele and be involved in those conversations • Engage directly and informally with prospective students • Present a friendly and approachable image of Keele • Strengthen connections between the University and its stakeholders • Be at the forefront of emerging technology

The Social Networking Landscape and Keele • hugely popular social networking site – more than 175million active users worldwide • add friends • post photos, videos, notes, share news • spreads “virally” • First official Keele group created January 2007 • answer the question “What are you doing now?” in 140 characters or less • follow people and gain followers • reply and send direct messages • search for what people are talking about • lots of information! • Keele Twitter feed began July 2008

The Social Media Landscape and Keele • professional networking site • search for current and former colleagues • make professional connections and seek recommendations • join groups • Keele alumni group created July 2008 • video-sharing website • anyone can upload their videos • Keele channel created March 2009

Growth in membership February to September 2009 4000 3500 3000 2500 Members/Fans 2000 1500 1000 500 0 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Forever: Keele (Facebook) Keele University (Facebook) Keele alumni (LinkedIn) Keele University (Twitter)

Why is social networking important for Keele? • Times have changed, and expectations with them • Our students use these sites whether we are there or not • We can learn a lot from what is being said

Let’s be friends • Social media is the ideal opportunity to present Keele in a positive way • Can demonstrate one of Keele’s real world strengths – that we are a friendly, open and lively community • Our students are our best advocates • Word of mouth

Using Facebook with prospective students • Group members can ask current students and staff questions directly and learn from responses to others’ queries • Informal communication channel • Prospective students get to know each other and make friends before they arrive • Photographs / videos / useful links / events • We learn what they are most interested in and concerned about

What they say to each other about Keele “Went to Keele yesterday and although I’ve been before and liked it I now cannot wait for September!!!” “Wow, I went today, and unless any of my other Unis offer some kind of jetpack loan scheme, I'm there. Much better Visit Day than Leeds.” “Keele life rocks! Seriously, to anyone applying here... you won't regret it!” “I visited Keele hoping it would be rubbish so I could cross it off of my choices. Inevitably, I looked for every reason why I shouldn't choose Keele as one of my choices. Now, a week and a day later it's my firm choice. Oh how the tables have turned.”

What they said about the Keele 2008 group “It made me feel like the University knows what people want and understands the target audience” “To see that you are already interested in prospective students is a bonus – if you are treated well before you arrive it’s always a plus point” “It’s made me feel the students are important to the staff” “If I do end up going to Keele, the Keele 2008 group will have had a lot to do with it”.

Twittering On • Automatic news updates from RSS feed • Creating a responsive community using an authentic voice – Keele cares!

A recruitment opportunity? • Searches set up for mentions of Keele • One young man posted that he was going to choose between Keele, Manchester and Staffordshire • Followed him and exchanged a few messages • A few days later…. Keele was his firm choice!

A PR opportunity? • An eye on the competition • A profile-raising exercise • Enhanced name and brand recognition • The media are taking note

A new opportunity...... • Facebook took time to become as established as it is • Twitter is entering that phase now • No set rules / blank canvas

Advantages of using Twitter “Keeping students in touch on entertainment, sports and academic results... up with the 24 hour society....” “It personalises the university, which is nice.” “I suppose it gives the uni "presence" - it helps convey a contemporary image.” “A voice, a personal touch, another forum that says "I/We listen", a chance to show you're keeping up to date with trends.” “Twitter is a great way to reach students with zero cost.”

Tweet-up Working together Professional across the university networking Building community What song means Giving support Keele to you? Finding old and new friends

The future..... • Social media will become an increasingly important source of information • Organisations need to find ways to measure effectiveness • Keep going and keep innovating

A few useful links • Keele University Facebook page - http://www.facebook.com/KeeleUniversity • Keele University 2009 Facebook group - http://www.facebook.com/group.php?gid=1772795 9813 • Keele University on Twitter - http://twitter.com/KeeleUniversity

Hannah Hiles Media and Communications Offices, Keele University h.e.hiles@kfm.keele.ac.uk 01782 733857

Kent House and KUSBP "Using Social Network sites to develop business" event

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