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Social media and_business Social media and_business Presentation Transcript

  • Social Media and business
    By
    IFG Workshop 2 June 2011
    Mike Parsons and Mary Rose
    1
  • Aims of Session
    • Builds on conclusions from online collaboration session
                    - Business objectives
                    - People
                    - Technology
     
    • Explains the importance of social media
    • Help you focus on the social media objectives of your business
    • Helps you get started 
     
     
     
    2
  • What we will cover
     
     How do networks work?
     Why does social media matter?
     Benefits and challenges
     The Tools
      Getting Started
     Questions to ask
     Measuring Results
     The Future
    3
  • Facebook likened to an eighteenth century coffee house
     
    4
  • 'Credit is like a maiden's virtue, once lost it is lost forever' Daniel Defoe,  1727
     
    5
  • The square mile a hub of business intelligence and gossip
     
    6
  • So how are things different in 2011?
    • Geographical limits removed
    • Doesn't need to be  'real time'
    • Customers involved 
    • Technology awareness vital
    • Real estate has gone digital - LinkedIn, Google etc
    7
  • Origins of Social Media
    8
  • Why does Social Media Matter for Business
    A lovely introduction to why social media matters for business:
    9
  • Why Social Media Matters
    What's happening in principle? 
    Media and businesses no longer control the agenda
    who does?
    the consumer 
    the dangers?
      
    10
  • Why Social Media Matters
    Stage 1
    - consumers to do things for themselves
    - create news 
    -buy/sell products to others 
    -customers do own admin 
    eg online purchases - products/airline/ 
    Stage 2
    in doing all this businesses or consumers can act to engage by creating community 
    11
  • Why  Social Media Matters
    Key reasons:
    Defensive and Offensive : Rules of Game have changed 
    Without Social Media expertise you are at risk
    Rules of the marketing game have changed
     
    New lower cost marketing strategy than print advertising and PR 
     
    Important for B2C and B2B
    12
  • Benefits of Social Media
    • Cost effective
    • Reach a wider audience
    • Generate new leads
    • Gain operational efficiency
    • Increase traffic to your website
    • Share information easily
    • Improve communication and collaboration
    • Build loyalty
    • Ability to respond/defend when problems
    13
  • Limitations of Social Media
    • User-generated content by customers requires moderation
    • Security and privacy issues
    • Difficult to reach critical mass
    • Managing change internally and externally
    • Brand exposure & transparency: both positive and negative comments egTripAdvisor, Amazon
    • Time and cost of implementation & maintenance
    • Need to be used carefully and strategically
    14
  • Social Media - the big 4 
       
    with employees 
    with customers 
    with suppliers 
    15
  • Social Media Tools
     
    16
  • Social Media Tools
     
    17
  • Getting Started with Social Media
    Questions to ask before you start with social media :
    What is needed and what is possible?
    People
    Objectives
    Strategies
    Technology 
     
     
    18
  • Behind POST
    People  : Who are your customers? How do they engage?
     What excites them?
    What are they saying about your company, sector, product area?
    19
  • People : what are they saying?
    Social Media Monitoring Tools
    eg : http://www.icerocket.com 
    http://www.socialmention.com
    List for reference http://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed/
    20
  • Behind POST
    Objectives : 
    What do you hope to gain for your business? - eg Marketing? Customer interaction? Customer innovation?
    21
  • Behind POST
    Strategy How do you want relations with cusomers/employees to change?
    22
  • Behind POST
    Technology 
    What tools are right for the job?
    23
  • Guidelines 
     
    • Update frequently
    • Content strategy
    • Right Social Media Mix
    • Be Human, Honest & Authentic
    • Educate, Entertain & Enlighten (3Es)
    • Give & Take
    • Participate & Engage
    • Passion, Enthusiasm & Commitment
    • Acknowledge & Reward Participation
    24
  • What to avoid
    • Trying to be Everywhere
    • Talking to Everyone about Everything
    • Trying to Please Everyone
    • Too Many Inactive Users
    • No Content Strategy
    • Hiding Behind Your Brand
    • Being Too Loud
    • Not listening to your audience
    • Forgetting to reward participation
    25
  • Steps towards getting started 
    Define plan and objectives
    Involve employees
    Get closer to customers
    Think like a journalist and publisher
    Create a community 
    Measure what is most important
    26
  • Measuring Results
    27
  • Future Developments
    Think mobile !
    2D Barcodes 
    Mountain Riders use 2D
    28
  • 29
  • Questions for Group Discussion (1)
    1. Which social media tools do you use and how?
        a) Personally
        b) In your business
    2. What challenges do you see in adopting social media for your business?
    2. What are your aims in adopting social media?
    3. Who are your customers and how do they use social media? 
    • Discuss in groups.
    • Summarise on flip chart
    • One person from each group act feedback to whole course.
    30
  • 31
  • From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft Interview
    Identify :
    1 Good practice
    2 Challenges
    3 Ideas for your business 
    Write on Post Its and put on Flip chart for each case study
    Afternoon discussion/feedback session
    1 Group to summarisefindings from flipchart nearest your table
    2. One person from each table to feedback to whole course
    32
  • OMM case study 
    event of 2008 
    Seathwaite, Borrowdale, Cumbria   
    33
  • The business
    an event
    founded 1968 
    2 day mountain marathon
    for teams of 2 carrying all equipment and food for days days unsupported 
    overnight camp with c1200 tents. no support other than water.   
      
    product design 
    development 
    manufacturing
    sales 
    packs and clothing 
    lightweight and suited for adventure racing events 
    34
  • 2008 SeathwaiteBorrowdale
     
    35
  • Event 
    event merchandise 
    tees 
    sweats 
    etc 
    a high kudos event 
    a status symbol
    car stickers   
    3,000 competitors 
    was first UK event to be reported on website during period of event 
    forum 
    community
    equipment used over weekend more value than London marathon (40,000 runners)
      
    36
  • 2008 Seathwaite Borrodale 
    Storm hit 2 days prior and cleared through 
    forecast was second storm Saturday 
    sunshine by Sunday afternoon - prize giving.  
    second storm extremely violent with sever flooding
    Honister quarry 
    Press call 
    Dunkirk spirit 
    Mark Weir 
    morgue for 1700 people     
    37
  • Telecoms in Borrowdale 
    very very basic
    why?  
     
    38
  • PRESS reactions 
    TV got into overnight camp 
    deluge of calls from 7am   
    my press man arrived back through floods 
    mike - you have ............
    BBC 
    lets check facts before we go live
    no one dead I hope
    how many injured?
    one reporter to boss 
    I cannot find not a single person willing to slag off the organisers.     
    39
  • Results by Monday am 
    3,000 articles around teh world from China - NZ - SA
    and Fox news USA 
    all 7 nat dailies in UK carried at least 1 page usually 2 
    barrage of requests for interviews  
     
     
    40
  • Interviews 
    25 interviews over 5 days 
    radio TV etc   
    issues raised and why 
    police attitudes 
    41
  •  
     
     
    42
  • Wiggly Wigglers Case Study : Business to Consumer
    Wiggly Wigglers 2008 Dell Small Business Award
    Customer Catalogue development using wiki
    Podcasts and blogs
    Facebook page
    Why Heather Gorringe uses Social Media 
    80% saving on advertising budget
     
    43
  •  
     
     
    44
  • From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft Interview
    Identify :
    1 Good practice
    2 Challenges
    3 Ideas for your business 
    Write on Post Its and put on Flip chart for each case study
    Afternoon discussion/feedback session
    1 Group to summarisefindings from flipchart nearest your table
    2. One person from each table to feedback to whole course
    45
  • Some questions to take away (2) 
    1How  do  you  communicate  with  your  customers? 
    How could it be improved? 
    2.  Do  you  collaborate  and  seek  feedback  from 
    your customers? 
    3.  What do your customers value most about your company? How might this be addressed using social media?
    4.  What are your competitors’ social media  strategies? 
    46