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Greenwich social networking (3hrs)

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A short guide to getting started with online marketing including social networks, primarily for small businesses

A short guide to getting started with online marketing including social networks, primarily for small businesses

Published in: Business

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  • 1. Social media...socialnetworksAn introduction www.pleasewalkonthegrass.com
  • 2. Philip R HoldenSenior Lecturer at University of Greenwich& author of „Virtually Free Marketing‟ www.pleasewalkonthegrass.com
  • 3. Image from http://www.zazzle.deDon‟t just sit there......DO IT www.pleasewalkonthegrass.com
  • 4. At least four things toTHINK ABOUT... www.pleasewalkonthegrass.com
  • 5. The web Free stuff! Your sense of direction Marketing in a recession www.pleasewalkonthegrass.com
  • 6. What’s sogreat aboutthe web? www.pleasewalkonthegrass.com
  • 7. A lot of linksA helluva lot of linksQuickCheap www.pleasewalkonthegrass.com
  • 8. www.pleasewalkonthegrass.com
  • 9. www.pleasewalkonthegrass.com
  • 10. Conversation “The world is in the middle of a ...conversation....[the] challenge ...is to enter that conversation...you‟d better be prepared to add value. If...all you‟re doing is interrupting the conversation...” John Hayes, American Express www.pleasewalkonthegrass.com
  • 11. www.pleasewalkonthegrass.com
  • 12. www.pleasewalkonthegrass.com
  • 13. Give it away free… www.pleasewalkonthegrass.com
  • 14. Conventional measure don’twork...at least not on their ownBut social metrics are complicated...www.iab.net/socialmetrics“Authenticity reigns. Conversations cannot be controlled, they can only be joined, so marketers have to be willing to listen and learn from the consumers they engage through social media” Randall Rothenberg, IAB www.pleasewalkonthegrass.com
  • 15. www.pleasewalkonthegrass.com
  • 16. www.pleasewalkonthegrass.com
  • 17. UnderstandingNETWORKING AND THE NEWWEB www.pleasewalkonthegrass.com
  • 18. How many peopleDO YOU KNOW? www.pleasewalkonthegrass.com
  • 19. The power of weak ties Photo from Woodsy, Stock.Xchge http://www.sxc.hu/photo/745155 • Small tight networks • Strong connections v • Extensive open networks • Weak connectionsScott, John. 1991. Social Network Analysis. London: Sage.See also Wikipedia entry on „Social Networks‟ www.pleasewalkonthegrass.com
  • 20. Old web New web• Static • Dynamic• One way • Two way• Specialised skills • Everyone does it• Advertising • Teaching• Impact • Involvement• Spend • Friend• Bull**** • Truth www.pleasewalkonthegrass.com
  • 21. Involvement… www.pleasewalkonthegrass.com
  • 22. Big business is no longer incharge• Participation• Collaboration & sharing• Co-production• Richer/faster• Weightless www.pleasewalkonthegrass.com
  • 23. A fundamentaltruth of the newweb…You have tobe in there Photo from Ight at www.flickr.com…to know how itworks www.pleasewalkonthegrass.com
  • 24. “...bold, persistent experimentation”“Try something. If it fails, admit it frankly andtry another.”FRANKLIN DROOSEVELT www.pleasewalkonthegrass.com
  • 25. With a partner, explain what your customer looks like, what theyvalue, what they want out of life. Clue: don‟t discuss what businessyou are in, think about what business they are in. What is theirpassion?...in just five minutes each.EXERCISE #1 www.pleasewalkonthegrass.com
  • 26. Live the life of yourPhoto from J0mammma at www.flickr.com customer www.pleasewalkonthegrass.com
  • 27. Live the life of yourPhoto from J0mammma at www.flickr.com customer www.pleasewalkonthegrass.com
  • 28. The Sip ‘N Snack, ...Val runs the place with help from his niece (the hostess, waitress, do-everything-else person). There are no frills here – no fancy lattes, gourmet muffins or WiFi. There is a menu of sorts, but no one seems to look at it. Sal sees Uncle Mike walk in, he starts cooking what they call “Mike‟s breakfast”. They takePhoto from J0mammma at www.flickr.com cash only (no credit cards or checks). If you don‟t have the money on-hand, Val lets you pay him the next time you come in. There are times when Val isn‟t really up to cooking. During those times, he takes a seat at one of the tables and „the regulars‟ just help themselves. After all, they aren‟t really there for Val‟s cooking (although, don‟t get me wrong, Val can cook some eggs). They are there because ...the Sip ‘N Snack is NOT Burger King! http://strategic-ranking.com/blog/ www.pleasewalkonthegrass.com
  • 29. JedisalesmanNot:“how can I make youbuy?”But:“how can we achieve thistogether?” www.pleasewalkonthegrass.com
  • 30. It’s not rocket-Photo from Quadrophonic Wingnut at www.flickr.com science …you don‟t just get one shot www.pleasewalkonthegrass.com
  • 31. fail… good idea to …in fact it‟s quite a 35lbs of You‟re allowedclaywww.pleasewalkonthegrass.com http://www.lifeclever.com/what-50-pounds-of-clay-can-teach-you-about-design/ Photo from Samyra Serin at www.flickr.com
  • 32. Explore: your customers• Where are your customers now?• Explore other blogs, fora, websites – Start compiling your list, links, contacts• Who, what, where, how? + your existing customers What are they DOING? www.pleasewalkonthegrass.com
  • 33. www.pleasewalkonthegrass.com
  • 34. Not all customers are equal www.pleasewalkonthegrass.com
  • 35. Not all customers are equalLadder of LoyaltyPartnersAdvocatesClientCustomerProspect www.pleasewalkonthegrass.com
  • 36. Not all customers are equalLadder of LoyaltyPartnersAdvocatesClientCustomerProspect www.pleasewalkonthegrass.com
  • 37. Not all customers are equalLadder of LoyaltyPartnersAdvocatesClientCustomerProspect www.pleasewalkonthegrass.com
  • 38. Not all customers are equalLadder of LoyaltyPartnersAdvocatesClientCustomerProspect www.pleasewalkonthegrass.com
  • 39. Not all customers are equalLadder of LoyaltyPartnersAdvocatesClientCustomerProspect www.pleasewalkonthegrass.com
  • 40. Not all customers are equal Social Technographics Forrester ResearchLadder of Loyalty CreatorsPartners CriticsAdvocates CollectorsClient JoinersCustomer SpectatorsProspect Inactives
  • 41. www.pleasewalkonthegrass.com
  • 42. Influencers www.pleasewalkonthegrass.com
  • 43. Explore: your brand• What are people talking about?• Is there anyone talking about you?• Should you be in on the conversation?• How can you keep track? www.pleasewalkonthegrass.com
  • 44. There are many paths...• Google or Yahoo alerts • Google blog search • Google Trends • Technorati • Nielsen‟s BlogPulse • Twitter – Twitterfall, Hootsuite and many others www.pleasewalkonthegrass.com
  • 45. www.pleasewalkonthegrass.com
  • 46. Explore: your competitors• How? www.pleasewalkonthegrass.com
  • 47. www.pleasewalkonthegrass.com
  • 48. www.pleasewalkonthegrass.com
  • 49. Somequestions... We‟reWhat do we want great at...to achieve?What do we dothat‟s great? Does it work? What do we do We want to be... Does it feel right? that our customers need and value? What people really value is... www.pleasewalkonthegrass.com
  • 50. Take the card and turn it into something you could give to apotential customer that would make a difference to their life.In five minutes.EXERCISE #2 www.pleasewalkonthegrass.com
  • 51. Clear idea of your core values and strengthsContinuously listening to consumersBeing in the „datastream‟ – gathering from everywhere*Taking part in natural conversations, naturallyMonitoring and measuringFlexibilitySticking at it= YOUR STRATEGY www.pleasewalkonthegrass.com
  • 52. Test your strategyINSIGHT PURPOSE www.pleasewalkonthegrass.com
  • 53. TRUTHINSIGHT PURPOSE BEAUTY www.pleasewalkonthegrass.com
  • 54. There are hundreds of social platforms...SO WHICH ONE IS FOR YOU? Philip R Holden
  • 55. www.pleasewalkonthegrass.com
  • 56. FacebookYoutubeTwitterTO NAME BUT THREE www.pleasewalkonthegrass.com
  • 57. Who‟s onFACEBOOK? www.pleasewalkonthegrass.com
  • 58. Facebook• Comscore data from October 2009: over 800m social network users worldwide that month• Facebook alone claims to have more than 400m users, with 50% logging in on an average day• Over 23m of these are based in the UK.• Facebook accounts for around 45% of all time spent within browsers on the mobile internet.Source: http://curiouslypersistent.wordpress.com/2010/02/14/can-social-media-become-a-mass-media/ www.pleasewalkonthegrass.com
  • 59. Facebook • Designed to support interaction – Create pages (or groups?) – Encourage support/fandom/engagement • Word of mouse – Continuous updates – Create polls – learn – Advertise – Create applications to share – Guess how many friends the average user has? www.pleasewalkonthegrass.com
  • 60. www.pleasewalkonthegrass.com
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  • 62. Checklist• Look at competitors and subject related pages• How many FB members are already interested?• Make a point of updating every...day?• Experiment – Think about applications• Use Facebook Insights  www.pleasewalkonthegrass.com
  • 63. YoutubeIF YOU WANT TO www.pleasewalkonthegrass.com
  • 64. www.pleasewalkonthegrass.com
  • 65. Youtube • Owned by Google• 20 hours of video uploaded every minute = 28, 800 hours a day• Big changes, bringing bigger audiences• Much more TV and film content + Youtube Insight www.pleasewalkonthegrass.com
  • 66. www.pleasewalkonthegrass.com
  • 67. Youtube Insight • Views and popularity – How many views in which countries• Discovery – How viewers find your videos• Demographics – Age and gender• Community – Ratings, comments, favourites• Hot Spots – Audience attention span! www.pleasewalkonthegrass.com
  • 68. www.pleasewalkonthegrass.com
  • 69. www.pleasewalkonthegrass.com
  • 70. www.pleasewalkonthegrass.comSource: 360i social Marketing Playbook
  • 71. Checklist• Try it – Can you communicate something of your service by video? • Can you invite video responses? • Can you comment on others? – Upload the simplest video and link it somewhere – Try the „insight‟ features • Follow the links, users especially „Discovery‟ www.pleasewalkonthegrass.com
  • 72. Why should youTWITTER? www.pleasewalkonthegrass.com
  • 73. Twitter• 3.5m + in the UK – 6 out of 7 are on Facebook• 90% moderate to heavy web users• It‟s instant – it‟s current• It‟s (becoming) mainstream• It links other places on the web www.pleasewalkonthegrass.com
  • 74. www.pleasewalkonthegrass.com
  • 75. How does it work?• It‟s not for building an audience – At least not on its own (and not quickly) – But you might get a committed audience – You might develop multiple connections• It‟s another way of monitoring what‟s going on – Who is in conversation about what? – And joining in www.pleasewalkonthegrass.com
  • 76. www.pleasewalkonthegrass.com
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  • 82. Checklist• LESS than 140 characters – 100 is perfect!• “What are you doing?” is the wrong question – Think: what‟s interesting to my audience? – Respond to them• Link to the story – You want followers to follow – to DO something • How about a longer version on your blog/site? + others as well; don‟t try and fence them in • Bit.ly allows you to shorten URLs and track them• Listen and learn• Be human...be interesting – It‟s LIVE!• Rewrite it before you send – But be ready to send a correction...re-re-written• KEEP GOING!! – Two or three times daily? www.pleasewalkonthegrass.com
  • 83. www.pleasewalkonthegrass.com
  • 84. Why notMAKE IT SIMPLE(R) www.pleasewalkonthegrass.com
  • 85. www.pleasewalkonthegrass.com
  • 86. www.pleasewalkonthegrass.com
  • 87. ...and don’t forget• Facebook – With Google feeds, Youtube, Picasa, Flickr and Twitter all feeding in• Microsoft – Windows Live • With....• Google (of course) • With.... www.pleasewalkonthegrass.com
  • 88. Remember where yourcustomers are?• They‟re in the real world – but... you can bring them online where they want to be• Don‟t ask for a telex... www.pleasewalkonthegrass.com
  • 89. You tube Fac ebo ok MySpac e blog ? ? www.pleasewalkonthegrass.com
  • 90. Building anAUDIENCE www.pleasewalkonthegrass.com
  • 91. www.pleasewalkonthegrass.com
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  • 93. www.pleasewalkonthegrass.com
  • 94. Can you link...everywhere? www.pleasewalkonthegrass.com
  • 95. www.pleasewalkonthegrass.com
  • 96. Brainstorm(hoek)..Try and identify a cause that‟s close to your heart...and close to your business...and close to your customersIn other words, what passion do you share?Knowing what you know, how could you make this into aconversation, a location, campaign, an event, an application?EXERCISE #3 www.pleasewalkonthegrass.com
  • 97. Sustaining your audience...THINKING LONG-TERM www.pleasewalkonthegrass.com
  • 98. Creating markets• Once „embedded‟ you begin to create conversations – „places‟ where like-minded people gather – you position yourself at the heart – you enable exchanges• Increased engagement (two-way)• Loyalty• More fans/followers...customers www.pleasewalkonthegrass.com
  • 99. www.pleasewalkonthegrass.com
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  • 102. www.pleasewalkonthegrass.com
  • 103. Summary• Watch and listen, be involved from day one• Keep thinking about your objectives/purpose – But don‟t be a slave to this• Hold onto your values/truth• Build and link, build and link – Don‟t expect overnight success• Keep checking the measurements www.pleasewalkonthegrass.com
  • 104. Exercise #4• Over the coming weeks, as you explore, develop a sketch plan www.pleasewalkonthegrass.com
  • 105. A word aboutMARKETING IN ARECESSION www.pleasewalkonthegrass.com
  • 106. “In a recession,dare to invest What strategic investmentsaggressively in should you make during amarketing, recession to gain competitive advantage in the recovery?innovation and Roberts K. Strategy and Leadership, Volumecustomer quality”, 31, Number 4, 2003 , pp. 31- 39(9)is the clearmessage to bedrawn from PIMS(Profit Impact ofMarket Strategy) www.pleasewalkonthegrass.com
  • 107. Invest in … Using…• Promotion• Marketing• Branding• Product development• CustomersPicture from Saavem at http://www.sxc.hu/photo/1086908 www.pleasewalkonthegrass.com
  • 108. Old web New web• Static • Dynamic• One way • Two way• Specialised skills • Everyone does it• Advertising • Teaching• Impact • Involvement• Spend • Friend• Bull**** • Truth Adapted from Neo-marketing v old-school marketing, Kathy Sierra http://headrush.typepad.com/creating _passionate_users/ www.pleasewalkonthegrass.com
  • 109. It all adds upValue of networks+Investing in conversationswith customers(especially in a recession)xLots of free stuff=Great SME opportunity www.pleasewalkonthegrass.com
  • 110. Virtually Freewww.pleasewalkonthegrass.com
  • 111. What you can do now…• Start a blog• Get a simple website• Start networking – Facebook, Bebo, MySp ace, LinkedIn, Youtube, Twitter etc Virtually• Refer to all these offline• Connect them all• Promote yourself – Free Squidoo, Twitter, Slides hare, Youtube etc• Read, Listen, Learn, Sh are www.pleasewalkonthegrass.com
  • 112. Keeping on the rightPhoto from lusi at http://www.sxc.hu/photo/1101337 track…Photo from Bilbao58 at www.flickr.com (Simple principles …and possibly the next book!) www.pleasewalkonthegrass.com
  • 113. insight Knowing what your customers really want because you live with them (online) + You talk to them and listen to themwww.pleasewalkonthegrass.com
  • 114. purposebecause you know why you‟rein business +what you can do for thosecustomers (that no-one elsecan) www.pleasewalkonthegrass.com
  • 115. truththe truth is out there (whether you like it or not) so tell it +Your own, unique, compelling truth (integrated and consistent) www.pleasewalkonthegrass.com
  • 116. beauty Looking good isn‟t optional +The best products and services just work better www.pleasewalkonthegrass.com
  • 117. Some sources –www.pleasewalkonthegrass.com – Virtually Free by Philip RHolden. Published by A&C Blackhttp://blog.360i.com – social marketing playbookwww.iab..net – various definitive documents on measurementwww.insidefacebook.com – Facebook Marketing Bible by JustinSmith THANK YOU www.pleasewalkonthegrass.com
  • 118. www.pleasewalkonthegrass.com