Lee Smallwood: Social Media, Return on Involvement


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Return On Involvement - Rethinking ROI

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Lee Smallwood: Social Media, Return on Involvement

  1. 1. Return on Investment Involvement Rethinking ROI
  2. 2. Overview • Old and the new – Fear • Intent • What can you do?
  3. 3. Traditional forms of promotion no longer work - Too much noise - Monologue - Low response - OLD = “This is what we do – you need/want it”
  4. 4. Today’s business landscape has changed - Dialogue - Moved from traditional push to an attracting pull - NEW = Listen to what people want & change what we you to fit what they need”
  5. 5. Companies are afraid to engage with audiences through fear of losing control - Truth is, they never had control in the first place - SoMe has enabled people’s voices to be heard - BUT you’re either involved in the conversation ...or you’re not...
  6. 6. “Delight can arise as the result of great experience, or, because you handled an experience that was less than great ... In a great way.”
  7. 7. Question? Is your intent just to use Social Media... ... or is your intent to be social – and engaging?
  8. 8. Setting up an account is not a strategy - No matter how much you think it is - Think how will SoMe integrate into your communications?
  9. 9. Engagement doesn’t have an ‘end date’ - SoMe isn’t another channel - SoMe isn’t just another campaign - SoMe isn’t an opportunity... ...it’s an obligation!
  10. 10. Clients and customers want authenticity - Personality of the company - But you can’t just rush in...
  11. 11. Everything you do or don’t do ... say or don’t say - Put under the microscope - Groundswell - Before you start- ...Establish policies and procedures...
  12. 12. What can you do? “The only man who behaved sensibly was my tailor; he took my measurement anew every time he saw me, while all the rest went on with their old measurements and expected them to fit me.” – George Bernard Shaw
  13. 13. What can you do? People engaged in SoMe look for the uniqueness of the conversation - Educate, Listen, Evaluate ... Then respond
  14. 14. What can you do? See everything through the eyes of your clients and customers - It’s not about you...it’s all about them - Bespoke isn’t spelt G E N E R I C - SoMe provides the opportunity to discuss specific needs and wants in advance
  15. 15. What can you do? The true power of SoMe comes from the ability to create a community around your company, and engage in meaningful conversations with your customers and clients
  16. 16. What can you do? “Absorb what is useful. Discard what is not. Then ADD what is uniquely your own” – Bruce Lee
  17. 17. Questions? Communication is evolving ... ... but the question is ‘are you’? Blog : http://lee.smallwood.ws Twitter : @LeeSmallwood CAUTION: Tweets may on occasion contain nuts Email : lee@m4design.co.uk All images sourced using flickr.com and used nder creative commons (flickr user names as follows): 1. waynemethod 3 dcdead 4. jup3nep 5. jup3nep 7. jeff_engel_2000 8&9 Lee Smallwood 10. marketingfacts 11. bigcrustyape 13. dogfacedboy 14. beija-flor 15. flemingcool 16. beija-flor