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Joanne Jacobs: How to use Social Media for Small Business

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Joanne's Immersive slides for Like Minds Autumn 2010: Creativity and Curation

Joanne's Immersive slides for Like Minds Autumn 2010: Creativity and Curation

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    Joanne Jacobs: How to use Social Media for Small Business Joanne Jacobs: How to use Social Media for Small Business Presentation Transcript

    • Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298 Practical Social Media for local business
    • Scope of the immersive
      • What are the tools?
      • Which tools should my business adopt?
      • How do I engage with my customers/clients?
      • How much staff time should be devoted to social media activities?
      • How are my social strategies performing?
      • How can I be “creative and curatorial”?
      • Where to from here?
    • Tools
    • Social networks
      • Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning groups.
      • Networks enable sharing of updates, likes, images and media.
      • Businesses use social networks to:
        • Develop a community of advocates
        • Run a customer service channel
        • Drive traffic to their websites
    • Business networks
      • LinkedIn, Plaxo, professional communities and groups.
      • Business networks enable CV promotion and connections between like minded professionals.
      • Business networks are used to:
        • Recruit staff
        • Exhibit professional authority
        • Communicate with suppliers/clients in groups
        • Target business questions to ‘serious’ individuals.
    • Real time messaging/publishing
      • Twitter, Friendfeed, Google Buzz.
      • Real time messaging enables conversations, fast promotion of alternative content, and quick responses to issues as-they-happen.
      • Businesses use real time messaging to:
        • Promote events, blogs and activities
        • Engage with existing customers
        • Find new customers
    • Rich media sites
      • YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc.
      • Rich media sites are designed to showcase images, video content, audio content, etc.
      • Businesses use rich media sites to:
        • Engage audiences with a traditional media-like content channel
        • Capture responses to events and campaigns as part of a reporting or promotional activity
        • Liven up static sites
    • Social bookmarking
      • Digg, Reddit, Delicious, StumbleUpon, etc.
      • Bookmarks are used as a means of curating resources relevant to an individual, business or network, as well as a simple promotion utility.
      • Businesses use social bookmarks to:
        • Promote new content/products/services
        • Aggregate resources on area of expertise or items of interest to one’s community
        • Vote up/down interesting content.
    • Blogs & RSS Feeds
      • Blogs, keyword feeds and anything other updating feeds.
      • Blogs enable sharing your expertise while feed aggregation can be useful to focus attention.
      • Businesses use RSS feeds to:
        • Demonstrate authority in your area of expertise
        • Aggregate social content streams (assets) into a single page online
        • Set alerts for brand mentions
    • Social media tool variants
      • Social networks
      • Business networks
      • Real time messaging and publishing
      • Rich media sharing
      • Social bookmarks
      • Blogs & RSS
      • ALL HAVE DIFFERENT BUSINESS FUNCTIONS
    • Which tools are right for my business?
      • What do you want to achieve?
        • Establish your authority in your area of expertise
        • Customer service
        • Advertising
        • Community engagement
        • Active listening
        • Product development
        • Knowledge & crisis management
    • Which tools are right for my business?
      • AUTHORITY: Blogs, Answering LinkedIn business questions, responding to queries on twitter, curation of useful resources for your communities in bookmarks
      CASE STUDY: Blogs as exhibitors of authority (Large) GM Motors: Fastlane (Local) Butler Sheet Metal: Tinbasher Image source: http://www.flickr.com/photos/proimos/4045973322/
    • Which tools are right for my business?
      • CUSTOMER SERVICE: Twitter query response, Facebook channels
      Image source: http://images.smh.com.au/ftsmh/ffximage/2009/03/12/switchboard1_wideweb__470x285,0.jpg CASE STUDY: Facebook for customer service (Large) VodafoneUK: Service (Large) AT&T: Customer Care (Local) Devon Travel
    • Which tools are right for my business?
      • ADVERTISING: Twitter promotion, Facebook fan pages, ads on YouTube .
      Image source: http://www.flickr.com/photos/peterblanchard/3402211563/ CASE STUDY: Facebook fan pages Starbucks Disney Visa Oxfam UK (Local) The Handbag Lady (Local) Exeter Leukemia Fund
    • Which tools are right for my business?
      • COMMUNITY ENGAGEMENT: Forums and niche community facilitation on custom networks (ning, etc), LinkedIn groups
      CASE STUDY: Linked In Groups Internet Coaching Circle Marketing recruitment firm: StopGap Fashion event: Pure London Image source: http://www.flickr.com/photos/pinkmoose/93825403/
    • Which tools are right for my business?
      • ACTIVE LISTENING: Responses via all social channels to discussions and issues with your brand (not just own channels)
      CASE STUDY: Brand search and twitter conversations Local Business Twitter Search: Devon Stone Stone tiling ; Signs express Need signage Image source: http://www.flickr.com/photos/walkadog/3353936487/sizes/m/
    • Which tools are right for my business?
      • PRODUCT DEVELOPMENT: Facilitating crowd sourcing of product ideas and marketing research .
      CASE STUDY: Product development online (SMEs) Threadless Local Motors Brickfish: Design a Coach tote Tauntaun sleeping bag Image source: http://www.flickr.com/photos/pargon/2444155973/
    • Which tools are right for my business?
      • KNOWLEDGE & CRISIS MANAGEMENT: Facilitating crowd sourced knowledge and enabling information access in crises.
      CASE STUDY: Crisis wiki Image source: http://www.flickr.com/photos/msvg/4433428957/
    • Which tools?
      • IMPORTANT: It is better to have no social media assets than establish tools that are not updated and where you do not converse with your audience.
      Image source: http://www.flickr.com/photos/gcfairch/4385543669/
    • ANY QUESTIONS?
    • Engaging online
      • Engagement has a series of manifestations:
        • Responding to queries
        • Conversing with customers/contacts
        • Active listening
        • Dealing with negativity/conflict
        • Facilitating change in communities
      Image source: http://www.flickr.com/photos/bensonkua/2743081060/
    • Engaging online
      • RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords.
      Image source: http://www.flickr.com/photos/70554893@N00/4284764493/ CASE STUDY: BT Care Irena Vaksman (Dentist)
    • Engaging online
      • CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting.
      Image source: http://www.flickr.com/photos/nostri-imago/2866399803/ CASE STUDY: [email_address] DIRECTTV (Local) H& R Block (tax agents)
    • Engaging online
      • ACTIVE LISTENING: Active listening involves searches on keywords and engagement on social sites other than your own branded assets .
      Image source: http://www.flickr.com/photos/danielduende/30444390/ CASE STUDY: Boardtracker
    • Engaging online
      • DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate.
      Image source: http://www.flickr.com/photos/sylvar/3054077849/ CASE STUDY: Nestle and Greenpeace campaign ; Kevin Smith & South West Airlines
    • Engaging online
      • FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologies, changes in staffing etc. Social media can be used to collect info about problems in processes & put minds at ease about new co-workers.
      Image source: http://www.flickr.com/photos/spursfan_ace/2328879637/
    • ANY QUESTIONS?
    • Time
      • The amount of time you spend with social media is dependent on what you want to achieve.
      • Conversations are NOT time wasting.
      • Need to balance time spent in content production with listening, tracking and engaging.
      • ROUGH GUIDE
      • TO MINIMUM TIME
      • INVESTMENT
      • Monitoring staff = 20% of workload
      • Contributing staff = 10-15% workload
    • Performance
      • Tracking divided into:
        • Mentions and sentiment
        • Workload reduction for traditional customer service channels
        • Brand awareness & product enhancement
        • SALES
      Image source: http://www.flickr.com/photos/lrargerich/3969494964/
    • Performance
      • MENTIONS & SENTIMENT: Mentions are great but only when sentiment expressed is positive.
      Image source: http://www.flickr.com/photos/noelzialee/233883651/ CASE STUDY: Social Mention
    • Performance
      • WORKLOAD REDUCTION: Normally quantitative research in terms of number of calls to helpdesk/customer care, and time spent on dealing with issues.
      Image source: http://www.flickr.com/photos/gadl/320300354/ CASE STUDY: Microsoft Xbox support Clinical trial recruitment
    • Performance
      • BRAND AWARENESS & PRODUCT ENHANCEMENT: Active listening activities can enhance brand awareness by responding to questions in your field of expertise
      Image source: http://www.flickr.com/photos/wonderlane/4234358423/ CASE STUDY: LinkedIn Answers Answers.com
    • Performance
      • SALES: In the end, a social media strategy that fails to improve brand awareness, attract new sales or increase intention to purchase, is a failed social media strategy.
      Image source: http://www.flickr.com/photos/timparkinson/930660427/
    • Performance: basics and top tier monitoring
      • Google analytics: http:// www.google.com /analytics/
      • Radian 6: http://www.radian6.com/
      • Scoutlabs: http:// www.scoutlabs.com /
      • Hootsuite: http:// hootsuite.com / (Twitter)
      • Google Real Time: http:// www.google.com/realtime
    • Performance: tools demonstration
      • Blog search: http://blogsearch.google.com/
      • Brand metrics: http://www.howsociable.com/ , http://socialmention.com/
      • Ubervu - http://www.ubervu.com/
      • Bloglines - http://www.bloglines.com/
      • Icerocket - http://www.icerocket.com/
      • Samepoint - http://www.samepoint.com/
      • Addict-o-matic - http://addictomatic.com/
      • Boardtracker - http://www.boardtracker.com/
      • Keotag - http://www.keotag.com/
      • EgoSurf - http://www.egosurf.org/
      • Tinker - http://www.tinker.com/
      • Twittratr - http://twitrratr.com/
      • Surchur - http://surchur.com/
      • Backtype - http://www.backtype.com/
      • Spy - http://spy.appspot.com/
      • Monitor This - http://alp-uckan.net/free/monitorthis/
    • Performance
      • PLEASE NOTE:
      • Tracking numbers of fans/followers is completely pointless
      • Tracking number of comments is mostly pointless
      • Tracking unique views on websites is pointless if conversions are low
      Image Source: http:// www.purchasetwitterfriends.com /
    • Creativity and curation
      • Best approach to social media is not a sales approach , but rather creative and curation oriented
      • Chances are, if something is interesting to you, it will be interesting to others
      • A curatorial approach to content development and aggregation will organically generate attention.
      Image source: http://www.flickr.com/photos/laffy4k/404321726/
    • Where to from here?
      • Establish what you want to achieve
      • Analyse social presence of competitors
      • Gather examples of quality social media interaction
      • Commit resources to social media
      • Implement, augment, review and improve
    • Questions?
      • Joanne Jacobs
      • Social Media Expert Consultant
      • Email: joanne@joannejacobs.net
      • Blog: http://joannejacobs.net/
      • Twitter: joannejacobs
      • Skype: bgsbjj
      • Skype-in: (+44) 0208 144 9348
      • Mob: (+44) 07948 318 298