An Introduction to Social Media for Business

Is it just a fad? Where do I start? Where’s the money?

Is it just a fad?

Where do I start?

Where’s the money?

What you stand to gain Cost effective marketing Brand trust & credibility Increased customer loyalty / retention Wider reach Insight into market opinion Improved collaboration Increased sales & profitability

Cost effective marketing

Brand trust & credibility

Increased customer loyalty / retention

Wider reach

Insight into market opinion

Improved collaboration

Increased sales & profitability

Who am I? Marketing Director at Tonick Media Private, Public, Third Sector clients Publishers of Business Cornwall Co-Founder of Cornwall Social Media Café Lead Organiser of Cornwall Twestivals Background in sales, marketing and media

Marketing Director at Tonick Media

Private, Public, Third Sector clients

Publishers of Business Cornwall

Co-Founder of Cornwall Social Media Café

Lead Organiser of Cornwall Twestivals

Background in sales, marketing and media

What is Social Media?

“ Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.” Wikipedia Definition

“ Media designed to be

disseminated through

social interaction,

created using highly

accessible and scalable

publishing techniques.”

Wikipedia Definition

or “ ...it’s how people read, discover and share information.”

or

“ ...it’s how people read,

discover and share

information.”

Understanding Social Media Many to many Real time Community Authentic Conversational Sociological / Technological UGC and CGM

Many to many

Real time

Community

Authentic

Conversational

Sociological / Technological

UGC and CGM

Who’s using Social Media? Graphic created using http://www.wordle.net/.

The Technology

Social Media Platforms Blogs Social Networks Wiki Sites File Sharing Sites Social Bookmarking Live Streaming Virtual Worlds Aggregators

Credit: Brian Solis, www.briansolis.com JESS3, www.jess3.com

Some Statistics More than 300m active users More than 150m log on every day 10m+ users become fans of Pages every day 27% are between 25-34 23% are between 35-49 Fastest growing user group on Facebook is 35+

More than 300m active users

More than 150m log on every day

10m+ users become fans of Pages every day

27% are between 25-34

23% are between 35-49

Fastest growing user group on Facebook is 35+

Some Statistics 77% of active internet users read blogs 133m+ blogs indexed by Technorati Websites with blogs achieve 55% more traffic

77% of active internet users read blogs

133m+ blogs indexed by Technorati

Websites with blogs achieve 55% more traffic

Some Statistics 24m unique visitors The average age of a Twitter user is 31 Only 16% of users under 25 Reached 10.7% of active internet users in June

24m unique visitors

The average age of a Twitter user is 31

Only 16% of users under 25

Reached 10.7% of active internet users in June

Some Statistics 1 new user per second 47m active users Executives from all Fortune 500 companies Average earnings of $109k (Approx £68k) 46% of LinkedIn users are Decision Makers

1 new user per second

47m active users

Executives from all Fortune 500 companies

Average earnings of $109k (Approx £68k)

46% of LinkedIn users are Decision Makers

How are others using it?

Case Study: Business Cornwall

Where’s the money?

Where’s the money?

Case Study: Business Cornwall

Case Study: UKNetWeb

Where’s the money?

Where’s the money?

Case Study: UKNetWeb

Case Study: UKNetWeb 500% increase in new business enquiries through social networks 2/3 of all enquiries through social networks Higher average order values Increased reach

500% increase in new business enquiries through social networks

2/3 of all enquiries through social networks

Higher average order values

Increased reach

More Examples Dell $3m Sales attributed to Twitter Twestival £2,644 raised locally Surfers Against Sewage Hundreds of new members, increased activity Tonick Media

Dell

$3m Sales attributed to Twitter

Twestival

£2,644 raised locally

Surfers Against Sewage

Hundreds of new members, increased activity

Tonick Media

Getting started

Getting started

Planning an approach Identify your community Define your objectives Decide your approach Allocate resources Link to technology

Identifying your community Allied trades Competitors Funders / Investors Other regions Staff Journalists Suppliers Politicians Demographics Technical ability Interests Geographic location Partners Influencers Customers

Where do I start? Get started with social networks Twitter Facebook LinkedIn Start writing a blog Engage in conversations with your ‘community’ Attend events Build relationships online & off (blended approach)

Get started with social networks

Twitter

Facebook

LinkedIn

Start writing a blog

Engage in conversations with your ‘community’

Attend events

Build relationships online & off (blended approach)

Some tips Start with the people you know Get your alerts set up Think “Why would someone care?” Remember your audience Always be ethical and respect etiquette Be clear in your objectives Don’t overstretch Quality over quantity

Start with the people you know

Get your alerts set up

Think “Why would someone care?”

Remember your audience

Always be ethical and respect etiquette

Be clear in your objectives

Don’t overstretch

Quality over quantity

Measuring and Analysis Google Analytics Visitors New vs. Returning Time on site Keywords Google Alerts SocialOomph , TweetBeep & Twitter Search Mentions Sentiment

Google Analytics

Visitors

New vs. Returning

Time on site

Keywords

Google Alerts

SocialOomph , TweetBeep & Twitter Search

Mentions

Sentiment

In Summary... It’s not just a fad – but it is. Plan out your approach Understand your objectives Monitor and tweak regularly Don’t start with the technology Remember it’s Social Media Quality over Quantity Think ‘Why should they care?’

It’s not just a fad – but it is.

Plan out your approach

Understand your objectives

Monitor and tweak regularly

Don’t start with the technology

Remember it’s Social Media

Quality over Quantity

Think ‘Why should they care?’

How we can help Planning & Strategy Advice & Guidance Research Bespoke Training One to One For Teams

Planning & Strategy

Advice & Guidance

Research

Bespoke Training

One to One

For Teams

More information Message me on Facebook , Twitter , LinkedIn or any other social network you find me on Check out the blog at www.tonickmedia.com/blog Give me a call – 01209 718688 / 07501 259000 Send me an email - aren@tonickmedia.com

Message me on Facebook , Twitter , LinkedIn or any other social network you find me on

Check out the blog at www.tonickmedia.com/blog

Give me a call – 01209 718688 / 07501 259000

Send me an email - aren@tonickmedia.com

Thank you for listening

Thank you for listening