Social Media for Business (Business Link, Barnstaple)
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An online version of the slides used in Aren Grimshaw's presentation on Social Media to business in Barnstaple. Originally presented on Wednesday 11th August at the Barnstaple Hotel as part of a Business Link one day seminar on Social Media and Internet Marketing.
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Social Media for Business (Business Link, Barnstaple)
- 2. Introduction These slides were used during a presentation given to small to medium enterprises attending a Business Link workshop on internet marketing and Social Media. To find details of future events please check the Business Link website here. Where possible links to further resources have been included throughout the presentation.
- 11. The Key Aspects & Terminology • Web 1.0 > Web 2.0 • Real Time • Viral • Authenticity / Transparency • User Generated Content (UGC) • Consumer Generated Media (CGM)
- 12. Putting it in context Society Technology • Generation Y / Net Gens • Computing Power • Out of Town Shopping • Processor Power • E‐commerce • Internet Speeds • Longer Working Hours • Digital Cameras • Migration & Immigration • iPods • Erosion of Community • Smartphones Centres • iPhones / iPads • The Age of Spin
- 13. The Technology
- 15. Social Media Platforms Blogs Social Networks File Sharing Sites Forums Live Streaming Social Bookmarks Review Systems Wiki Sites Aggregators
- 17. What is Facebook? • Launched 2004 • 500m Active Users • 50% of users are between 25‐49
- 18. Latest Statistics • 50% log on in any given day • 150m+ access via mobile devices (and are twice as active) • 35m+ users update their status each day • 60m+ status updates posted each day • 30bn+ pieces of content shared per month Source: http://www.facebook.com/press/info.php?statistics
- 19. An Average user… • 130+ Friends • 55 minutes on the site per day • Is connected to 80 pages, groups &events • Adds 25 comments to content each month • Creates 90 pieces of content each month Source: http://www.facebook.com/press/info.php?statistics
- 21. Some Statistics • 77% active internet users read blogs • 133m+ blogs • 55% more traffic
- 23. What is Twitter? • Social Network • Blogging Platform • Search Engine • Focus Group • News Wire
- 24. Some Statistics • 105m registered users • 300k new users sign up per day • 180m unique visitors per month • 600m+ search queries on Twitter per day
- 25. An Average user… • Is 31 • Has 126 Followers • 75% of traffic comes from third‐party apps • 37% of active users use their phone to update
- 26. A Typical Profile Location Web Address Avatar Bio Custom Background
- 27. What is LinkedIn? • ‘Professional Network’ • 65m+ members • 150 industries • 200 countries / territories
- 28. Some Statistics • 1 new user per second • £68,000 Average earnings • 46% decision makers
- 31. Developing Your Strategy (CARAT) Community Targets Aims & Objectives Resources Available Approach or Strategy Technology to be Used
- 32. Identifying your Community C I P Partners Influencers Customers •Common • Staff Members • Allied Industries Characteristics • Family Members • Other regions •Demographics • Journalists • Suppliers •Technical Ability • Bloggers • Funders Investors •Interests • Politicians • Competitors •Geographic Location
- 33. Defining Objectives • SEO: link building, content factors • Marketing: Promote business, brand awareness • PR: Manage reputation, get news out • Sales: New contact routes, increase purchasing • Engagement: Increase loyalty, foster word of mouth • Research: Identify trends / niches, consultation • Management: Collaboration, knowledge sharing
- 34. Allocating Resources • Time • Money • People • Skills • Business As Usual Activity (BAU)
- 35. The Approach
- 36. The VCP Rule Visibility Credibility Profitability
- 37. The VCP Rule Reach but no Results (Technology Centred Approach)
- 38. The VCP Rule No chance to connect – no results (Content Focused Approach)
- 40. UKNetWeb Limited • Small to Medium Enterprise • Based in St.Agnes, Cornwall • 5 Full Time Staff • Primary services: – Web Development (Ecommerce) – Internet Consultancy – Social Media Integration
- 41. Social Media Activities • Blogging & Micro‐Blogging • Social Networking • Professional Networking • File‐Sharing • Webinars & Other Events
- 48. Results – Bottom Line In a 6 month period: • 500% increase in new business enquiries through social networks • 2/3 of all enquiries through social networks • 100% increase in average order values • Opened up UK & international markets
- 49. Business Cornwall • Small to Medium Enterprise • Based in Camborne, Cornwall • 3 Full Time Staff • Media Company
- 50. Social Media Activities • Blogging & Micro‐Blogging • Live‐Blogging • Social Networking • Professional Networking • File‐Sharing • Webinars & Other Events • Community Engagement
- 53. Results – Web Traffic 18,000 16,000 14,000 12,000 10,000 Visits New Visitors Page Views 8,000 6,000 4,000 2,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep
- 55. Results ‐ Interactions The Results: • 250 Comments • 444 Facebook Fans • 1,515 Twitter Followers • 28,135 Reads on Scribd • 100% increase in unique visitors • 120% increase in visits • 125% increase in page views
- 56. Results: More Examples • Dell – $7m Twitter Sales • Twestival (2010) – SW / Wales Region approx. £20,000 to date – UK £62,000 to date • Surfers Against Sewage – New members, increased activity • Tonick Media
- 57. What could you gain? • Increased brand awareness & credibility • Increased web traffic & website engagement • Higher average order values • More repeat business, increased loyalty • Reach into new markets / existing markets • Insight into customer opinions & opportunities • More sales & increased profitability
- 59. Your first 5 steps... 1. Start monitoring 2. Improve your current marketing 3. Build your online network 4. Set up your corporate profiles 5. Develop a strategy
- 61. 1. Start Monitoring Set up your alerts: • Google Alerts http://www.google.com/alerts • Social Mention http://www.socialmention.com
- 64. 2. Improve your current marketing • Try ‘Passive Marketing’ • “Don’t tell them you’re funny, tell them a joke” • “Get more bang for your buck”
- 65. “Get more bang for your buck” • You’re delivering a presentation to a group of customers. Why not... – Upload the presentation online? – Broadcast the event live over the internet? – Live‐blog the event? – Add all the guests as new contacts on online networks? – Upload photos of the event?
- 67. 3. Build your online network A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following: • Professional Networking http://www.linkedin.com • Social Networking http://www.facebook.com
- 68. 3. Build your online network • Connect with your existing contacts first • Add new connections to your network as you meet them • Don’t push your sales message at your contacts • Don’t rush to speak, listen first • Encourage debate among your network
- 69. 4. Set up your corporate accounts • Choose the right type of account • Make it clear what people should expect • Encourage regular interaction • Avoid spamming
- 70. Facebook Groups, Pages & Profiles • Profiles = Individuals – Your connections are known as ‘Friends’ • Pages = Businesses and Organisations – Individuals ‘Like’ your Page (Your organisation) – Administered by an individual(s) Profile (private) • Groups = ‘Communities’ – Individuals ‘Join’ your Group – Administered by an individual(s) Profile (public)
- 71. Facebook Help • Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages • Facebook Page Setup http://www.facebook.com/page
- 72. 5. Develop a Strategy When you are ready to start putting resource into your efforts you should set out what you aim to achieve. Ask yourself: • Where are we now? • Where do we want to go? • How are we going to get there?
- 73. Where are you now? • Collect all your current performance figures (Benchmark) – Website visitors – Number of purchases – Time on site – Mentions on social networks – http://google.com/analytics
- 74. Where do you want to get to? • Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed) • Decide how you will measure your results – link to your initial benchmark
- 75. How are you going to get there? Community Targets Aims & Objectives Resources Available Approach or Strategy Technology to be Used
- 77. More support There is a wealth of knowledge available on the internet to help with your efforts. However, we understand that sometimes finding the information you need can be difficult. In the first instance you can try speaking to your Business Link adviser for advice and guidance. As a private company, we can also offer help in a number of areas...
- 78. How can we help? • Training • Consultancy • Strategy • Delivery • Monitoring
- 79. Getting in touch To get in contact with Aren Grimshaw and / or Tonick Media: 01209 718688 07501 259000 aren@tonickmedia.com http://www.tonickmedia.com Or search Google for ‘aren grimshaw’ for more ways to connect.
- 80. @arengrimshaw www.tonickmedia.com www.slideshare.net/tonickmedia