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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