Talk social dec 2011 keynote michelle goodall

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Michelle Goodall's keynote at Talk Social conference, Norwich Dec 2011.

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Talk social dec 2011 keynote michelle goodall

  1. 1. Social  media  and  its  place   in  your  business  Michelle  Goodall  Online  communica7ons  and    social  media  consultant/trainer  Twi;er:  @greenwellys  Blog:  h;p://michellegoodall.posterous.com/  
  2. 2. 40  minutes  of…   •  Helpful  (mainly)  UK  based  sta7s7cs   •  The  state  of  social  media  in  the  UK  –  the   consumers’  view   •  The  state  of  social  media  in  the  UK  –  the   business  view   •  Challenges  and  opportuni7es  and  applying   these  to  your  business  ©  Michelle  Goodall  -­‐  @greenwellys  
  3. 3. @greenwellys  
  4. 4. Who  am  I  talking  to?   •  SME  or  sole  trader?   •  Larger  organisa7on?   •  Who  here  B2B   •  Who  here  B2C   •  If  you  could  only  use  one  social  network   personally  and  professionally,  what  would  it   be?    ©  Michelle  Goodall  -­‐  @greenwellys  
  5. 5. Social  media  –  think  beyond  the  “Big   4”   •  Not  just  your  owned  presence  on  FB,    Twi;er,   YouTube  and  LinkedIn   •  Reviews/recommenda7ons/sharing,  loca7on   based,  comments  on  trade/tradi7onal  media   ar7cles,  forums,  niche  professional   communi7es…and  more   •  Think  bigger!  ©  Michelle  Goodall  -­‐  @greenwellys  
  6. 6. …social  media  tools  to  make  your  job/ life  easier  ©  Michelle  Goodall  -­‐  @greenwellys  
  7. 7. Social  media  in  the  UK   The  consumer  
  8. 8. Not  quite  always  on...yet   59%  of  UK  Internet  users   access  social  media  at   least  once  a  week   42%  access  it  daily!  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Porter  Novelli  –  Social  Consumers  in  Europe  Report  
  9. 9. The  rise  and  rise  of  social  networks   Will  social  network   usage  overtake     online  shopping  &   News  in  2012?  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Pew  Research  Center’s  Internet  &  American  Life  2002-­‐2011    
  10. 10. The  numbers   Facebook    -­‐  30,481,300  users   48.89%  of  UK  populaMon   LinkedIn    -­‐  8,142,912  users   13%  of  UK  populaMon   TwiSer  -­‐  225  million  users  globally   No  UK  stats  currently  +  dormant  accounts   Google+  -­‐  50  million  globally   No  UK  stats  currently  –  faster   growth  than  Facebook  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Socialbakers  
  11. 11. Mul7ple  devices   How  many  minutes  do  you  spend  per  day  on  the  following?  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Porter  Novelli  –  Social  Consumers  in  Europe  Report  
  12. 12. Consumers  of  the  conversa7on  Image:  h;p://www.22squared.com/  
  13. 13. ‘Argos  altruism’   Guess  how  many  reviews  for  an  Argos  Water  BuS?  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Lexis  –  the  science  of  sharing    
  14. 14. Why  do  we  follow  or  ‘friend’  brands?   47%  to  get  the  latest     product  news   61%  to  get  discounts   Or  vouchers   52%  to  enter   compeMMons   53%  because  I  like   the  brand  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Porter  Novelli  –  Social  Consumers  in  Europe  Report  
  15. 15. Sadly,  ‘friendships’  can  turn  sour…   52%  -­‐  too  repeMMve   41%-­‐  they  crowd  my  feed   39%  -­‐  they  post  too   frequently     31%  -­‐  I  took  advantage  of   a  one  Mme  offer/ compeMMon  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Adobe  –  Social  Analy7cs  event  Nov  2011  
  16. 16. Do  they  think  you  ‘do’  social  well?   Only  15%  of  customers  believe  organisaMons     do  a  good  job  of  interacMng  with  them  in  social   media   1  in  6  want  a  more  meaningful  relaMonship     (including  co-­‐developing  future  products  and   services)  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Ernst  &  Young  –  surveyed  2,000  UK  consumers  
  17. 17. The  state  of  social  media  in  the  UK   The  business  view  
  18. 18. Peer  benchmarking  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  19. 19. Navel  gazing  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  20. 20. The  ‘Big  4’  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  21. 21. Content,  content,  content  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  22. 22. In-­‐source  or  outsource?  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  23. 23. Budgets?  ROI?   •   79%  respondents  say  investment  will  increase  next  year   •   35%  say  they  currently  spend  less  than  <£5k  annually  and   23%  spend  nothing   •   41%  don’t  have  any  ROI  figures  for  their  social  media    efforts  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  24. 24. Warning:  Social  media  can  seriously   damage  your  reputa7on   46%  do  not  monitor  conversa7on  about  their     brand/organisa7on   >60%  have  not  implemented  governance  models     or  training   Even  the  great  and  good  get  it  wrong…  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  State  of  Social  Report  Oct  2011  
  25. 25. Social  media  in  the  UK   B2B  
  26. 26. B2B?   •  Only  8%  heavily  leveraging  social  media   •  Only  5%  report  strong  link  between  social   media  and  strategy   •  Only  11%  state  they  have  the  tools  and   systems  to  ‘do  social’  effec7vely   •  20%  of  execu7ves  don’t  trust  their  companies   to  make  the  right  social  media  investments    ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Accenture  study  2011  
  27. 27. The  opportunity  for  your  business  
  28. 28. HP:  LinkedIn  Company  profile  with  products/services/  recommendaMons  HP  Small  Biz  NaMon  >15k  members  Connects  small  business  owners  Exclusive  offers,    newsleSers  etc  >50k  UUs  >7x  similar  businesses   HP  LinkedIn  case  study  -­‐  Slideshare  ©  Michelle  Goodall  -­‐  @greenwellys  
  29. 29. Econsultancy  –  a  social  business  Focus  on  channels  that  deliver  brand  awareness  and  impact  ExperimentaMon    becomes  content  –  e.g.  Red  Friday,  Google+,  Live  TwiSer  feed  30%  of  all  traffic  from  content  and  social   25  B2B  social  media  case  studies  ©  Michelle  Goodall  -­‐  @greenwellys  
  30. 30. Pai  –  small  business  success  Focus  =  great  products,  building  advocacy,  content,  PR  and  social  Highly  engaged  fans  and  sales  correlaMon  with  peaks  of  social  engagement    Customer  service  through  Get  SaMsfacMon  Co-­‐creaMon,  high  levels  of  advocacy  and  strong  NPS  Scores   h;p://www.paiskincare.com/  ©  Michelle  Goodall  -­‐  @greenwellys  
  31. 31. Starbucks  –  big  business  success  LocaMon  based  deals  and  promoMons  in    Facebook/Foursquare  Customer  co-­‐creaMon    –  My  Starbucks  Idea  “not  brand,  relaMonship  markeMng”  100th  idea  -­‐  gining  via  Facebook  ©  Michelle  Goodall  -­‐  @greenwellys  
  32. 32. Trends  –  challenges  and  opportuni7es   and  applying  them  to  your  business  
  33. 33. Challenge  #1:  Cut-­‐through   Q:  What  percentage  of  social  media  conversaMon  is    driven  by  social  media  campaigns?    ©  Michelle  Goodall  -­‐  @greenwellys   A:  =  1%  
  34. 34. Challenge  #1:  Cut-­‐through   30%  of  all  social  media   conversaMon  is  driven  by  the   news  agenda   The  rest  is  Sport,  Music,   Celebrity,  TV  shows,   products  and  services,  BIG   adverMsing  campaigns  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Precise  Media    
  35. 35. Challenge  #2:  Crap  content  ©  Michelle  Goodall  -­‐  @greenwellys  
  36. 36. Challenge  #3:  privacy/’fric7onless’   sharing  Take  this  Lollipop  ©  Michelle  Goodall  -­‐  @greenwellys  
  37. 37. Challenge  #4:  The  pace  of  change  ©  Michelle  Goodall  -­‐  @greenwellys  
  38. 38. Challenge  #5:  ‘influence’  ©  Michelle  Goodall  -­‐  @greenwellys  
  39. 39. Challenge  #6:  tailored  search     Every  ‘like’,  ‘+1’  and  Google  search  changes  the   Internet  that  we  and  others  see  ©  Michelle  Goodall  -­‐  @greenwellys  
  40. 40. Opportunity  #1:  online/offline   integra7on  ©  Michelle  Goodall  -­‐  @greenwellys  
  41. 41. #AskAvanade  –  B2B’s  Old  Spice  guy…  ©  Michelle  Goodall  -­‐  @greenwellys  
  42. 42. Opportunity  #2:  loca7on  based   social  media  ©  Michelle  Goodall  -­‐  @greenwellys  
  43. 43. Opportunity  #3:  ROI  and  ROE  ©  Michelle  Goodall  -­‐  @greenwellys  
  44. 44. Opportunity  #4:  brilliant  free  and   enterprise  tools   Monitoring   Management   Measurement   (insight)   (AcMon)     (Analyse)   Free   Google  Alerts   Crowdbooster   Google  AnalyMcs   Tweetdeck   Twentyfeet   Facebook  Insights   Hootsuite   Sproutsocial   YouTube  Insights   SocialmenMon   Tweetdeck   LinkedIn  group   analyMcs   Tweetreach   Crowdbooster   Enterprise   Brandwatch   Hootsuite   Adobe  Social   Radian6   Buddy  Media     AnalyMcs   Sysomos   Lithium   IBM  Coremetrics   Brandwatch   social  analyMcs   Radian  6   Sysomos   Hundreds  of  tools,  here’s  some  to  get  you  started…  ©  Michelle  Goodall  -­‐  @greenwellys  
  45. 45. Opportunity  #5:  social  commerce  ©  Michelle  Goodall  -­‐  @greenwellys  
  46. 46. Opportunity  #6:  Customer  to   customer  care  ©  Michelle  Goodall  -­‐  @greenwellys  
  47. 47. Opportunity  #7:  Crowdfunding  ©  Michelle  Goodall  -­‐  @greenwellys  
  48. 48. A  blueprint  for  success   •  Clear  business  objec7ves   •  Departmental  objec7ves  (blurring)   •  Long  term  brand  narra7ve  and  content  strategy   •  People  –  audiences,  segmenta7on,  storytellers,   connectors,  listeners  etc   •  Channels   •  Monitoring  –  insight  -­‐  ac7on   •  Measuring   •  Evaluate  –  reiterate  –  evolve   •  Keep  up  with  this  stuff…personal  appe7te  ©  Michelle  Goodall  -­‐  @greenwellys  
  49. 49. Becoming  a  social  business  –  a  4  stage   journey  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Econsultancy  –  Adobe  quarterly  digital  intelligence  briefing  
  50. 50. Summary   •  SM  pervasive  and  beyond  niche  –  evolu7on  is   lightening  fast   •  Investment  s7ll  low  –  failure  to  make   connec7on  between  engagement  and  ROI   •  Consider  sustainable  strategy  given  your   resources  and  budgets   •  Plan  properly  –  objec7ves,  insights,  resource,   reputa7on,  risk,  ROI   •  Where  are  you  on  the  4-­‐stage  journey?    ©  Michelle  Goodall  -­‐  @greenwellys  
  51. 51. Thanks  –  download  my   presenta7on  here:   h;ps://www.slideshare.net/ michellegoodall  Michelle  Goodall  Online  communica7ons  and    social  media  consultant/trainer  Twi;er:  @greenwellys  Blog:  h;p://michellegoodall.posterous.com/  

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