[Digital marketing];[sm for small business]
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[Digital marketing];[sm for small business]

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  • Jeff Jarvis – Dell Hell story
  • “ Now’s not the time to mince words, so let me just say it… we blew it. Instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn’t do that and now we’re paying for it.’
  • HSBC student overdraft revolt (students are revolting!)
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved How are ratings an reviews an example of the wisdom of the crowds? Do you use them? Average rating across all categories is 4.3 out of 5. When all ratings are 5/5, conversions go down. Why? (because looks like bullshit) You can harness negativity because it add authenticity Returns rate goes down when you have ratings and reviews. Why? Expectations set.
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved When asked consumers rated how much they trusted specific advertising media, mobile text ads scored 18%, banner ads 26%, search 34%, and TV and magazines 56%. But word of mouth - hearing about products and services through friends and family - scored 78%.
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved Faceboook – demographic changing as grandparents realise it’s the easiest way to get hold of images f their grandchildren. Nielsen//NetRatings says that nearly 55 percent of YouTube's U.S. visitors in May 2006 were ages 35 to 64, with an additional 19 percent in the 25- to-34 bracket. “ Marketers who still refer to all internet users aged over 50 as silver surfers are not only in danger of appearing patronising, but they are also failing to differentiate between sub-groups of a demographic that includes some of the country's most affluent people.” Young women are now the most dominant group online in the UK, according to new research from net measurement firm Nielsen/NetRatings. Women in the 18 - 34 age group account for 18% of all online Britons. They also spend the most time online - accounting for 27% more of the total UK computer time than their male counterparts. Of UK males active online, the 50+ age group is the most prevalent. - BBC, 17 May 2007
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved When asked consumers rated how much they trusted specific advertising media, mobile text ads scored 18%, banner ads 26%, search 34%, and TV and magazines 56%. But word of mouth - hearing about products and services through friends and family - scored 78%.
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved When asked consumers rated how much they trusted specific advertising media, mobile text ads scored 18%, banner ads 26%, search 34%, and TV and magazines 56%. But word of mouth - hearing about products and services through friends and family - scored 78%.
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved When asked consumers rated how much they trusted specific advertising media, mobile text ads scored 18%, banner ads 26%, search 34%, and TV and magazines 56%. But word of mouth - hearing about products and services through friends and family - scored 78%.
  • Copyright © Imparta Limited 2002 – 2008 All Rights Reserved When asked consumers rated how much they trusted specific advertising media, mobile text ads scored 18%, banner ads 26%, search 34%, and TV and magazines 56%. But word of mouth - hearing about products and services through friends and family - scored 78%.

[Digital marketing];[sm for small business] [Digital marketing];[sm for small business] Presentation Transcript

  • social media for small businesses jenni lloyd
  • i’m a consultant with social media agency nixonmcinnes one of the UK’s largest dedicated teams of social media specialists hello! I’m Jenni Lloyd
  • we help create authentic, powerful, and long lasting unions between people and brands. we call it social media goodness. we do this through digital media today.
  • we design and build social solutions we provide strategic consultancy
  • hands up who… is on Facebook? uses social media? knows what social media is? is on LinkedIn? is on Twitter?
  • but these things are just tools if they don’t last the course will social media then be ‘finished’?
  • the tools are a product. of fundamental, long-lasting change No.
  • brought about by cheap, easy, mass access to a global publishing platform
  • we’re seeing a fundamental shift
  • from a time when we saw our websites as a destination ‘ build it and they will come’
  • to a recognition that our customers are playing elsewhere
  • if we want to talk to them we need to be where the conversation is
  • we need to be useful and we need to be wherever they want us to be
  • what does this mean?
  • anyone can have a voice
  • individual experts can build up global influence without the mediation of publishers
  • ex-employees with insider knowledge can expose uncomfortable facts
  • cease and desist doesn’t work in this environment
  • groups of people can quickly organise themselves: for, or against
  • Source: eBay.com; Amazon.com customer opinions about products & services are freely available
  • hands up… if you’ve ever used Trip Advisor or read a review on Amazon?
  • a landscape of empowered consumers how can we capture their attention?
    • Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity:
    • eating
    • doing housework
    • doing laundry
    • cooking
    • talking on the phone
    buy it? Jan 2008, BIGResearch
  • mobile text ads scored 18% banner ads 26% search 34% TV and magazines 56% word of mouth 78% DoubleClick, via The Guardian, May 2008 earn it!
  • 5 tips to get you started
  • who are they? where are they online? what are they doing? what tools are they likely to use? know your audience
  • find out who’s saying what about you set up Google alerts use addictomatic / twitter search listen
  • what is it you’re trying to achieve… know your objectives to listen and understand? to engage in conversations? to generate buzz? to encourage participation?
  • offer value be authentic, transparent and helpful link to those that disagree disclose your position/interests match your message to the environment -these are social spaces… follow the rules of engagement
  • a facebook fan page? a blog? ratings and reviews on your site? twitter? choose the right tools an island in second life? use what’s right for your audience and objectives, not the big new thing
  • a few examples of how we’ve been applying this approach
  • we helped T-Mobile get the über geeks on board for the launch of the first Google phone network mapping & influencer engagement
  • we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets strategy and widget design, build & deployment
  • we helped C4’s PR team more effectively promote programmes to niche audiences through social media training training & consultancy
  • we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about consultancy, design & build
  • hands up who… knows what social media is now?
  • I’ll get my coat!
  • any questions? [email_address] nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes
  • get in touch [email_address] nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes
  • some must reads… The 17 Rules of Social Media Optimization The New PR Wiki Any online marketing blog (Seth Godin = v.good) The Cluetrain Manifesto by various The Long Tail by Chris Anderson The Wisdom of Crowds by James Surowiecki Tipping Point by Malcolm Gladwell Anything by Seth Godin
  • Image credits hands up 1 http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/ shift http://flickr.com/photos/sanbeiji/220645446/sizes/l/ disneyland http://www.flickr.com/photos/denn/160596269/sizes/l/ playing elsewhere http://flickr.com/photos/mugley/2227098069/sizes/o/ conversation http://flickr.com/photos/emdot/32179191/sizes/l/ tools http://flickr.com/photos/22280677@N07/2504310138/ wonderwoman http://flickr.com/photos/bbaltimore/10566018/sizes/o/