Go Social Bootcamp Session 1 - Intro

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Introduction by Gordon MacIntyre-Kemp

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Go Social Bootcamp Session 1 - Intro

  1. 1. Go-Social Manchester Bootcamp Sponsored by
  2. 2. What is Go-Social? • A dynamic online community of 1,400 business people • A series of innovative networking and training events • Cutting edge use of social media • It’s fun, interesting and safe to be a member • Our goal is to help businesses gain a competitive advantage through social media marketing • Crowdsourcing leading edge social media marketing advice, practical support and innovative ideas
  3. 3. Goals for Today • To provide ideas and motivation • Access to inspiring examples from major brands, charities, B2B & B2C, and smaller local champions that are doing remarkable things • To have a conversation and to keep that conversation going • For you to commit to improvements • Live Blogging - #GoSocialUK
  4. 4. Why Go-Social • Something fundamentally wrong with the way we are selling and marketing today • Bombarded with marketing messages, TV ads, newspaper ads, websites, Tweets • We are learning to filter all that doesn’t engage • We are becoming immune to interruptions • Advertising is failing (cigarettes) cold calling is failing (fishing stocks) • Social media is the dotcom boom: we overestimated the instant change & underestimated the 10 year trend
  5. 5. Four Trust Drivers • Historical Trust – testimonials – client lists – LinkedIn recommendations – previous dealings – brand reputation • Capability Trust – case studies – expert blogs - qualifications – memberships – awards - ROI • Interpersonal Trust - professionalism – ask thought provoking questions – rapport – attire – humour • Social Trust – do you engage via social media – do you look approachable – positive ORM - opportunities to engage and network – Meshworks? • These are the strategic foundations – it’s not about the tools!
  6. 6. The Buying Process Becoming Aware Looking for solutions / responses Understanding the problem Evaluating Suppliers Comparing prices Blissfully Unaware Disappointment 10% 20% 50% 75% 60% 90%
  7. 7. Integrated Business Development Social Media Marketing MarketingSales Cold Calling Targets Pipeline Sales Teams Sales meetings Tenders Pitches Networking Websites Design Advertising Brochures PR Events Conferences Brand Exhibitions Twitter You-Tube Facebook Blogs LinkedIn Ning Opportunity ? Threat
  8. 8. Our survey said… We surveyed 551 UK companies and found out the following: • 63% fully committed to using Social Media as a marketing tool • 30% using but looking to increase usage • Only 7% had no plans to use Social Media this year • 86% looking to increase their Social Media Marketing budget this year • No companies reported plans to cut investment • Key commercial benefits looked for were: – brand awareness – better customer relationships – increased web traffic – lead generation – expert positioning
  9. 9. Our survey said… • The tools they use – 22% use LinkedIn (23) – 22% use Twitter (19) – 20% are on Facebook (22) – 13% have Blogs (13) – 10% use YouTube (15) – Flickr less than 1% • Biggest barrier is a lack of time - 27% • No strategy 17% / Skills and Knowledge 14% • Lack of CEO buy-in 11% • Only 50% monitor social media brand mentions
  10. 10. Our survey said… • 66% are thinking of contracting an outside agency to advise on social media – 25% Social media marketing agency – 16% Digital marketing agency – PR firm with specialist division 9% – Web firm with SM division 8.4% – Advertising agency 7.2% – Business Development consultant 1.2% • Marketing department 45% / CEO 30% • 87% expect business to grow next 12 months • 10% of non-engaged companies expect business to grow
  11. 11. Predictions • Sharing knowledge – pay it forward • Showing a genuine interest in others • Conversation – being remarkable • Increased influence – deeper and wider • Different tools for different pools • Some of the best work will be low budget • Integration is the big challenge • It takes less time than you think!

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