Social Media for Business Social Media Taster Course July 2009

Introduction How can Social Media help? What is Social Media? How big is Social Media? Who is using it? How are businesses using it? What is Social Media Marketing? Does it make any money? Getting started

How can Social Media help?

What is Social Media?

How big is Social Media?

Who is using it?

How are businesses using it?

What is Social Media Marketing?

Does it make any money?

Getting started

How can Social Media help? Engagement: Increase loyalty, foster word of mouth Research: Identify trends/niches, consultation Marketing: Promote business, brand awareness SEO: link building, content factors PR: Manage reputation, get news out Management: Collaboration, knowledge sharing Sales: Gain new business, new contact routes

Engagement: Increase loyalty, foster word of mouth

Research: Identify trends/niches, consultation

Marketing: Promote business, brand awareness

SEO: link building, content factors

PR: Manage reputation, get news out

Management: Collaboration, knowledge sharing

Sales: Gain new business, new contact routes

What is Social Media? How people discover, read and share news, information and content. Mixture of sociology and technology Movement from monologues (one to many) towards dialogues (many to many). Shift from content readers into publishers. User Generated Content (UGC) Consumer Generated Media (CGM) Adapted from Wikipedia entry for ‘Social Media’

How people discover, read and share news, information and content.

Mixture of sociology and technology

Movement from monologues (one to many) towards dialogues (many to many).

Shift from content readers into publishers.

User Generated Content (UGC)

Consumer Generated Media (CGM)

What is Social Media? – In Context Web 2.0 follows on from Web 1.0 Generation Y Faster broadband Computing power Driving social change

Web 2.0 follows on from Web 1.0

Generation Y

Faster broadband

Computing power

Driving social change

Social Media Platforms Blogs, Micro-Blogs and V-Logs Social Networks Social Bookmarking File Sharing Sites Podcasting / Video Podcasting Wiki Sites Forums Instant Messaging Virtual Worlds

Blogs, Micro-Blogs and V-Logs

Social Networks

Social Bookmarking

File Sharing Sites

Podcasting / Video Podcasting

Wiki Sites

Forums

Instant Messaging

Virtual Worlds

How big is Social Media? Facebook has just reached 250m active users More than 120m FB users log on every day 8m+ FB users become fans of Pages every day 77% of active internet users read blogs 133m+ blogs indexed by Technorati Time spent on Twitter has soared 3,702% YoY LinkedIn gains 1 new user per second Executives from all Fortune 500 companies on LinkedIn 10 hours of video uploaded to YouTube every minute

Facebook has just reached 250m active users

More than 120m FB users log on every day

8m+ FB users become fans of Pages every day

77% of active internet users read blogs

133m+ blogs indexed by Technorati

Time spent on Twitter has soared 3,702% YoY

LinkedIn gains 1 new user per second

Executives from all Fortune 500 companies on LinkedIn

10 hours of video uploaded to YouTube every minute

Who is using it? (Some Demographics) Highest indexing age groups on Facebook are those 25-34 (27%) and 35-49 (23%) Fastest growing user group on Facebook is 35+ The average age of a Twitter user is 31 The average age of a MySpace user is 27 The average age of a LinkedIn user is 41 The average earnings of a LinkedIn user is $109k 46% of LinkedIn users are Decision Makers ABC1s are more likely to have a Facebook profile C2DEs are more likely to have MySpace profile

Highest indexing age groups on Facebook are those 25-34 (27%) and 35-49 (23%)

Fastest growing user group on Facebook is 35+

The average age of a Twitter user is 31

The average age of a MySpace user is 27

The average age of a LinkedIn user is 41

The average earnings of a LinkedIn user is $109k

46% of LinkedIn users are Decision Makers

ABC1s are more likely to have a Facebook profile

C2DEs are more likely to have MySpace profile

Who is using it? (User Types) Small to Medium Enterprises Global Corporations Media Companies Non-Profits Social Enterprises Politicians Education Providers Students And countless others

Small to Medium Enterprises

Global Corporations

Media Companies

Non-Profits

Social Enterprises

Politicians

Education Providers

Students

And countless others

What is Social Media Marketing? Social Media Marketing (SMM) is an engagement with online communities to generate exposure , opportunity and sales .

Social Media Marketing (SMM)

is an engagement with online communities

to generate exposure , opportunity and sales .

Does it make any money? Some interesting case studies : Goldcorp Inc Dell UKNetWeb An Integrated Approach – Business Cornwall

Some interesting case studies :

Goldcorp Inc

Dell

UKNetWeb

An Integrated Approach – Business Cornwall

Goldcorp Inc. “ Goldcorp Challenge” launched March 2000 Prize of $575,000 on offer Published 400mb of information Over 1,000 people from more than 50 countries took part Identified 110 targets (50% previously unidentified) Over 80% of targets yielded substantial quantities of gold Took company from underperforming $100m to $9bn Source: Wikinomics

“ Goldcorp Challenge” launched March 2000

Prize of $575,000 on offer

Published 400mb of information

Over 1,000 people from more than 50 countries took part

Identified 110 targets (50% previously unidentified)

Over 80% of targets yielded substantial quantities of gold

Took company from underperforming $100m to $9bn

Dell Over 600,000 Twitter followers Used to message out coupons, clearance events and new arrival information to those looking for Dell technology at a discounted price Over $3m sales attributed to Twitter ($2m Dell outlet sales / over $1m in other Dell.com purchases.)

Over 600,000 Twitter followers

Used to message out coupons, clearance events and new arrival information to those looking for Dell technology at a discounted price

Over $3m sales attributed to Twitter ($2m Dell outlet sales / over $1m in other Dell.com purchases.)

UKNetWeb Utilises number of services Defined strategy 500 % increase in new business enquiries over social media this year 75 % of all enquiries now through SM Increased purchase order value Extended reach

Utilises number of services

Defined strategy

500 % increase in new business enquiries over social media this year

75 % of all enquiries now through SM

Increased purchase order value

Extended reach

An integrated approach Business Cornwall Stories uploaded to main website Syndicated to Twitter and Facebook Opportunities for engagement at all stages Easy to share and post content on to networks All magazines uploaded to web Free viewing / download of all content

Business Cornwall

Stories uploaded to main website

Syndicated to Twitter and Facebook

Opportunities for engagement at all stages

Easy to share and post content on to networks

All magazines uploaded to web

Free viewing / download of all content

Getting started - Planning Technology Customisation Integration Approach Strategy Aims Objectives People Target Markets Communities Social Media Marketing Plan

What are people saying about us? Please click the logos to visit sites.

How do I identify my community? Try using the following services to identify your community: Please click the logos to visit sites.

Try using the following services to identify your community:

Getting started - Services Blog with RSS File Sharing sites Facebook LinkedIn Twitter Google Profiles

Blog with RSS

File Sharing sites

Facebook

LinkedIn

Twitter

Google Profiles

Starting out – Actions 1. Create Accounts with the following services: Please click the logos to visit sites.

1. Create Accounts with the following services:

Getting started - Tips Find your existing connections first Ensure alerts and analytics are working Listen to conversations first Engage in conversations / Engage with complaints Test, Monitor, Review and Tweak approaches ‘ Content is king’ Be ethical in your actions / respect etiquette Keep it relevant to your audience Be clear in your objectives Don’t overstretch

Find your existing connections first

Ensure alerts and analytics are working

Listen to conversations first

Engage in conversations / Engage with complaints

Test, Monitor, Review and Tweak approaches

‘ Content is king’

Be ethical in your actions / respect etiquette

Keep it relevant to your audience

Be clear in your objectives

Don’t overstretch

Need Help? Training and Coaching Marketing Plans & Strategies Registration and Setup of Services Content Production Advice and Consultancy

Training and Coaching

Marketing Plans & Strategies

Registration and Setup of Services

Content Production

Advice and Consultancy

Resources tonickmedia.com tonickmedia.com /blog delicious.com/galileorm Social Profiles twitter.com/arengrimshaw linkedin.com/in/areng facebook.com/aren.grimshaw

tonickmedia.com

tonickmedia.com /blog

delicious.com/galileorm

twitter.com/arengrimshaw

linkedin.com/in/areng

facebook.com/aren.grimshaw

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