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Exploiting the Future Potentialof Social Media within UKSmall to Medium Enterprises (SMEs)<br />A Pathfinder Study<br />Co...
Introduction<br />SME Exploitation of the Web<br />Youth Unemployment<br />Opportunities arising from the Digital Age<br /...
The Action AgendaKey Findings and Understanding<br />Increasing Importance of SMEs for the UK Economy<br />The UK is facin...
The Action AgendaKey Findings and Understanding<br />Unemployment is a Critical Challenge<br />Small and large businesses ...
The Action AgendaKey Findings and Understanding<br />Supporting the Development of the UK’s Micro Businesses<br />What sup...
The Action AgendaThe Pathfinder Survey<br />Nationally Representative Respondent Base<br />Survey conducted between May 20...
The Action AgendaSurvey Results<br />Small Teams, Tight Finances<br />Respondents by Business Size<br />Respondents<br />b...
The Action AgendaSurvey Results<br />Small Steps to Global Markets<br />78%<br />of respondents believe they can<br />sell...
The Action AgendaSurvey Results<br />UK Internet – A £100Bn Sector<br />UK - biggest e-commerce market in the world when m...
The Action AgendaSurvey Results<br />In Sight But Out of Reach<br />Clear recognition of commercial value of social media<...
The Action AgendaSurvey Results<br />Resource Constraints<br />Time management challenges faced by the average UK entrepre...
The Action AgendaSurvey Results<br />Addressing the Skills Gap<br />Clear skills gap between seeing the opportunity and ha...
The Action AgendaImplications<br />Eyes on the Prize<br /><ul><li>Potential of social media is increasingly well understood
Over half the respondents already using it
A number appear to lack the time or inclination to devote to building true mastery of this critical medium</li></ul>A Crit...
Launch their own business
Minimise the associated administrative requirements
Ensure these groups are supported and motivated to succeed</li></ul>In Search of Opportunity<br /><ul><li>SMEs believe the...
A daunting move when starting out
Need practical help and advice from those more experienced</li></ul>Tooling Up<br /><ul><li>Time is key – many tasks compete
Some seem unable/unwilling to devote time
Social Media Apprenticeships recognised as potentially valuable vehicle to provide dedicated resources
Help SMEs capitalise on social media</li></li></ul><li>Recommendations<br />Launch a Social Media Apprenticeship (SMA) pro...
Recommendations<br />Encourage Social Media Agencies and providers of training and coaching to provide Social Media Appren...
Recommendations<br />Research the journey and share the learning<br />Incubated research programme monitors changes that o...
Recommendations<br />Support the unemployed<br />Those being made redundant need to adapt to and believe in their ability ...
Recommendations<br />Track the social attitude shift amongst UK SMEs<br />Track change in culture from the ‘closed, select...
Recommendations<br />Drive adoption of social media within the education system<br />Encourage the use of social media and...
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Penny Power Pathfinder study of UK SME's, Social Media and Unemployed Youths

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In May 2011 I launched my manifesto for Digital Business Britain to place thoughts in the minds of key economy stakeholders regarding the need for greater exploitation of the web. In May 2011 I conducted a survey of 817 UK SME's and in September 2011 I worked with Fast Future and together we launched my findings and recommendations in a White paper, available on www.pennypower.co.uk. This Slideshow is a summary of findings and recommendations

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  • A very laudable and ambitious vision with the possibility of a massive payback for several sections of people within the UK that would trasform lives, boost economic activity and improve skills.

    The Government should immediately provide some support to get this programme moving FAST
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  • Penny Power Pathfinder study of UK SME's, Social Media and Unemployed Youths presents a convincing argument. An SME employer won’t employ an employee unless he or she produces a revenue stream. The employee cannot do so if there isn’t a demand for the product service on offer. The implied social media revolution is simply sales and marketing repackaged. Nothing wrong in that but cynics amongst will suggest people will soon see through the marketing spin message to consume more. The unemployed don’t have a stake in the economy and won’t spend those who are employed are reluctant to spend because they fear unemployment themselves. If you want people to consume then they must be employment. In Finland every person has the right to connect to the internet. In my view everyone should have the right to a job. Government overriding concern should be to ensure every person is fully and profitably employed. Government should retrain those who find themselves in declining industries and assist with placing newly retrained people. Humanity has for far too long assigned large groups of people to the scrap heap. If social media can force government to make employment a human right then social media is a success. Failure will lead to social unrest, recent government changes in the Middle East begun because to many were unemployed its time government woke up if not the changes we have witnessed in the Middle East will look tame. Social media cannot by itself create employment. Government needs to lead the way after all they supported bankers and continue to do so. Its time Government worked for those who are paying to bail out the banks.
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Transcript of "Penny Power Pathfinder study of UK SME's, Social Media and Unemployed Youths"

  1. 1. Exploiting the Future Potentialof Social Media within UKSmall to Medium Enterprises (SMEs)<br />A Pathfinder Study<br />Conceived and Conducted by Penny Power<br />in Partnership with Fast Future Research<br />Slides supporting the White Paper<br />To download the White Paper please visit www.pennypower.co.uk<br />September 2011<br />
  2. 2. Introduction<br />SME Exploitation of the Web<br />Youth Unemployment<br />Opportunities arising from the Digital Age<br />Add a level of business skills and adapt use of social media to business<br />Employability programme<br />UK SMEs motivated to leverage the Internet<br />Two distinct skill sets<br />Interactive technology<br />Marketing<br />We must find ways of helping small businesses bridge the gap<br />Digital Business Britain Manifesto<br />
  3. 3. The Action AgendaKey Findings and Understanding<br />Increasing Importance of SMEs for the UK Economy<br />The UK is facing a decade of turbulence<br />However, there is real vibrancy in the SME sector<br />SMEs - fastest and most viable route to drive short to medium term economic growth and job generation<br />‘…over the past six months UK small-to-medium-sized businesses (SMEs) have grown on average by six per cent…”<br />Source: HP survey, 2011<br />
  4. 4. The Action AgendaKey Findings and Understanding<br />Unemployment is a Critical Challenge<br />Small and large businesses outsourcing tolow cost economies<br />Large businesses unable to adapt fast enough against purpose-built Internet competitors<br />Redundancies within government sector<br />Graduate unemployment rising<br />Companies cutting budgets and spending<br />Sole trader and SME growth to absorb growing labour pool with limited employment prospects<br />Youth unemployment is a growing concern for the UK<br />2.43 millionunemployed in UK<br />829,000 unemployed for over 12 months<br />917,000 16-24 year olds unemployed in the three months to May 2011<br />18.2% of economically active populationSource: www.statistics.gov.uk<br />
  5. 5. The Action AgendaKey Findings and Understanding<br />Supporting the Development of the UK’s Micro Businesses<br />What support do new and emerging SMEs need?<br />What can be done to help the growing band of micro businesses to maximise their chances of success?<br />Pathfinder survey assessed awareness, take-up and skills gap around social media amongst UK SMEs<br />One critical pillar of a successful SME growth strategy is to embrace fully the potential of social media<br />
  6. 6. The Action AgendaThe Pathfinder Survey<br />Nationally Representative Respondent Base<br />Survey conducted between May 2011 and June 2011<br />817 responses from across UK<br />Promoted via social media including social networks of:<br />Ecademy<br />Fast Future Research<br />The Chamber of Commerce <br />BNI<br />Largest response groups:<br />South East, London & South West<br />London<br />27.6%<br />South West<br />10.8%<br />South East<br />28.1%<br />
  7. 7. The Action AgendaSurvey Results<br />Small Teams, Tight Finances<br />Respondents by Business Size<br />Respondents<br />by Turnover<br />
  8. 8. The Action AgendaSurvey Results<br />Small Steps to Global Markets<br />78%<br />of respondents believe they can<br />sell outside the UK<br />Unfulfilled international potential<br />Survey reflects a group more active in social media than general SME population<br />Possibly understand better its potential to facilitate international trade<br />Clear digital presence may be a key enabler<br />Find smart ways to help UK businesses make transition to trading internationally<br />Build international presence and customer base<br />National commitment to raising UK SMEs’ foreign market exposure<br />Only 45%<br />of respondents <br />are actually selling<br />outside the UK<br />today<br />Only 23%<br />of the total SME community sells goods/services/ licenced products outside the UK<br />Source: <br />www.bis.gov.uk<br />
  9. 9. The Action AgendaSurvey Results<br />UK Internet – A £100Bn Sector<br />UK - biggest e-commerce market in the world when measured by the amount spent per capita<br />Internet economy - likely to grow by 10% a year for the next 5 years<br />Could contribute up to 13% of GDP a year by 2015<br />150,000 businesses signed up for a free hosted website in the first 12 months of Google’s Getting British Business Online campaign<br />“The Internet is worth £100Bnto the UK economy – more than 7% of national income.”<br />Source: Google ‘Connected Kingdom’ report, 2010<br />
  10. 10. The Action AgendaSurvey Results<br />In Sight But Out of Reach<br />Clear recognition of commercial value of social media<br />Increasing take-up and exploitation through growth forecasts for e-commerce and national roll-out of broadband in 2015<br />84.6%<br /> of respondents believe social media to be important to their business <br />52%<br />70%<br />39%<br /> of respondents <br /> are selling<br /> through the<br />Internet<br /> of respondents <br /> use the Internet for paying taxes<br /> of respondents reported having grown business as a result of using social media<br />
  11. 11. The Action AgendaSurvey Results<br />Resource Constraints<br />Time management challenges faced by the average UK entrepreneur<br /> 75.9% <br /> of respondents are the main person undertaking social media activity within their firm <br /> 12.5% <br /> say they have a staff member conducting the majority of their social media efforts<br />Time Spent on Social Media Activity<br />
  12. 12. The Action AgendaSurvey Results<br />Addressing the Skills Gap<br />Clear skills gap between seeing the opportunity and having the capability to realise it<br />Reports from China suggest need for 600,000 additional media skilled individuals in the next 3-5 years<br />59.9%<br /> of respondents see the value of having a dedicated social media apprentice<br />Perceived Social Media Expertise<br />
  13. 13. The Action AgendaImplications<br />Eyes on the Prize<br /><ul><li>Potential of social media is increasingly well understood
  14. 14. Over half the respondents already using it
  15. 15. A number appear to lack the time or inclination to devote to building true mastery of this critical medium</li></ul>A Critical Engine of Growth<br /><ul><li>Make sure mechanisms are in place to help sole traders and SMEs to:
  16. 16. Launch their own business
  17. 17. Minimise the associated administrative requirements
  18. 18. Ensure these groups are supported and motivated to succeed</li></ul>In Search of Opportunity<br /><ul><li>SMEs believe they can do more internationally
  19. 19. A daunting move when starting out
  20. 20. Need practical help and advice from those more experienced</li></ul>Tooling Up<br /><ul><li>Time is key – many tasks compete
  21. 21. Some seem unable/unwilling to devote time
  22. 22. Social Media Apprenticeships recognised as potentially valuable vehicle to provide dedicated resources
  23. 23. Help SMEs capitalise on social media</li></li></ul><li>Recommendations<br />Launch a Social Media Apprenticeship (SMA) programme<br />Three ‘training frameworks’<br />Maximum flexibility for the SME and SMA <br />Qualification as a standard for recruitment and adoption<br />Access to key skills <br />Embrace students already investing time in academia on media skills<br />Exercise the creativity of young ‘born digital’ people<br />
  24. 24. Recommendations<br />Encourage Social Media Agencies and providers of training and coaching to provide Social Media Apprenticeship opportunities<br />Encourage companies to recruit one Social Media Apprentice<br />Immediate benefit of work experience combined with a low cost resource <br />Remove the strain of educating a work experience student and show them the commercial aspect of the sector<br />Help young people translate academic knowledge into transferable business skills and solutions<br />Encourage agencies to help SMEs get started with social media<br />
  25. 25. Recommendations<br />Research the journey and share the learning<br />Incubated research programme monitors changes that occur within SMEs when they gain the resource and skills of a young person<br />Monitor how the SME and SMA learn to work together<br />Capture innovative changes that take place<br />
  26. 26. Recommendations<br />Support the unemployed<br />Those being made redundant need to adapt to and believe in their ability to be a sole trader<br />Education programme to help build their social capital and influence online<br />Best achieved by working within an ecosystem of education, business support, housing associations, job centres and innovation partners<br />
  27. 27. Recommendations<br />Track the social attitude shift amongst UK SMEs<br />Track change in culture from the ‘closed, selective and controlling’ mindset of traditional business to the ‘open, random and supportive’ mindset of the connected, social world<br />Ethical communication and values<br />
  28. 28. Recommendations<br />Drive adoption of social media within the education system<br />Encourage the use of social media and digital as a force for good within academic institutions<br />Create awareness of reputation management and personal branding<br />
  29. 29. Recommendations<br />Develop a peer-to-peer mentoring service<br />Expansion of practical education and support programmes<br />Coalface knowledge <br />Business volunteering initiative<br />
  30. 30. Recommendations<br />Create the desire for small businesses to recruit this new form of business development<br />Create the demand for jobs<br />Roadshows around the country with support of networks such as the Chamber of Commerce<br />
  31. 31. Recommendations Summary<br />Launch a Social Media Apprenticeship (SMA) programme<br />Encourage Social Media Agencies and providers of training and coaching to provide Social Media Apprenticeship opportunities<br />Research the journey and share the learning<br />Support the unemployed<br />Track the social attitude shift amongst UK SMEs<br />Drive adoption of social media within the education system<br />Develop a peer-to-peer mentoring service<br />Create the desire for small businesses to recruit this new form of business development<br />
  32. 32. Summary<br />SME Exploitation of the Web<br />Youth Unemployment<br />Opportunities arising from the Digital Age<br />Add a level of business skills and adapt use of social media to business<br />Employability programme<br />UK SMEs motivated to leverage the Internet<br />Two distinct skill sets<br />Interactive technology<br />Marketing<br />We must find ways of helping small businesses bridge the gap<br />Digital Business Britain Manifesto<br />
  33. 33. Questions<br />penny.power@ecademy.com<br />twitter: @pennypower<br />www.pennypower.co.uk<br />07771 543478<br />
  34. 34. Additional Slides <br />
  35. 35. Digital Business BritainAn 8 Point Manifesto <br />Adopt a Digital Mindset and philosophy<br />Improve Britain's trading future<br />Ensure national inclusion<br />Provide Digital Skills to all, offering individuals choice and a future that they can control<br />Embrace ethical on-line behaviour<br />Value the social capital created by individuals<br />Ensure our Business Leaders, Advisors, Mentors and Coaches understand Digital Business<br />Recognise the value of home based, digitally connected business in the economy<br />
  36. 36. Background on Penny Power<br />In 1998 Penny Power Founded Ecademy.com<br />A Social community for SME’s that has grown to over 620,000 member profiles in 200 countries. Based in the UK, Penny and her husband Thomas have spent 13 years evangelising the use of Social Media and Digital tools to help SME’s become more productive and grow their business. <br />In 2010 Penny launched the Ecademy Digital School to train Business Coaches on how to embrace the digital world and ‘go social’, helping them and their clients to grow. <br />In March 2011 Penny wrote the Manifesto for Digital Business Britain www.ecademy.com/manifesto to manifest a nation of Digital Mindsets and help SME’s build their businesses through social media and digital tools.<br />
  37. 37. Background on Penny Power<br />An ambitious plan has been developed to achieve the following goals:<br />Growth in SME use of social media for business development purposes<br />Reduction in Youth Unemployment (NEETs or Born Digital’s)<br />Growth in Digital jobs by the creation of a new role – the Digital Assistant<br />Growth in exporting opportunities<br />Improve the ethics and communication style of British Social Media users<br />Creation of the ‘Ecademy Start-Up’ program to help redundant adults to build their social media presence and start their own business<br />Penny to create the country’s first ‘Collaborative Digital Ecosystem’ of ‘stakeholders’ who share in the Vision to grow the UK through increased Web Exploitation with collaboration between:<br />Housing Associations<br />Business Support networks –LEP’s, Chamber, IoD, FSB, Ecademyetc<br /><ul><li>Colleges of Higher Education
  38. 38. Training Providers
  39. 39. Business Coaches</li>
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