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RMM - Social media for small businesses


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RMM - Social media for small businesses

  1. 1. *Why social media works
  2. 2. *What is social media? “ All of the activities, platforms and practices that enable users to share, co-create, recommend and filter knowledge, opinions and content. ”
  3. 3. *Building trusting relationships It influences the nature of people’s relationships and level of trust in an organisation
  4. 4. *It works for multiple business teams It enables organisations to build stronger relationships with customers, employees, partners, supporters, the media… It can help numerous organisational departments and teams meet their objectives
  5. 5. *Success requires integration & collaboration It requires these teams to work together to extract maximum benefit from their activity
  6. 6. *In summary, social media: Helps people share, co-create, filter and recommend information Influences relationships and level of trust in an organisation Enables organisations to build stronger relationships with customers, employees, partners, supporters, the media… Helps multiple business teams meet their objectives Requires these teams to work together to create maximum benefit
  7. 7. *What are small businesses doing in social media spaces?
  8. 8. *Six areas of activity
  9. 9. *1. Listen  Listening involves monitoring relevant conversations in social media spaces  Listen for comments on your organisation, products, services, competitors or topics that might drive customer preference  Listening gives you insight into your market-place, audience and how they interact with your organisation  It also helps you identify customer service issues  Useful free tools: Google Alerts (online mentions) BoardTracker (forum mentions) and Tweetdeck (Twitter)  Paid-for tools: Scoutlabs, Alterian SM2 (with a freemium service) and Sentiment Metrics and ViralHeat (which is a low cost solution)
  10. 10. *Chief listener: Kodak  Kodak ‘s ‘Chief Listening Officer’ monitors and gathers any mention of Kodak across social media  Kodak uses mentions to inform product R&D, brand comms and customer service
  11. 11. *2. Respond  Respond to customers who are making comments about your organisation, products and services in social spaces  Responding to queries and mitigating complaints helps to build positive sentiment towards your organisation  As it is done in public social spaces, it can effect not only the person who asks the initial question, but anyone searching online who has a similar issue  Monitor and categorise any feedback and create a suitable response  Be polite, respond promptly and respond authentically – maintain a friendly, personal tone while taking customer issues seriously
  12. 12. *Customer service: Dishoom  Dishoom restaurant monitors and responds to customer comments on Twitter  Quick responses to complaints made via social media - and encouragement to take serious issues offline  Over 1,000 followers on Twitter
  13. 13. *3. Engage  Proactively join conversations in your own and third-party social media spaces with your customers and other stakeholders (e.g. media)  Engaging in relevant online discussions will help generate awareness, interest and consideration of your organisation’s point of view – as well as driving traffic to your own online properties.  Create content on your organisation’s blog, generate discussion through comments and proactively contribute to discussions across relevant forums, newsgroups and social networks.  Identify relevant niche conversation topics on social networks and then decide how to participate
  14. 14. *Niche blogs: Xerox  Xerox hosts a number of blogs focused on niche topics  Very specific content enables Xerox to target and engage deeply with niche communities  13 niche topic blogs on the Xerox network
  15. 15. *4. Network  Make and receive relevant introductions to prospects, partners and media within your own business social network  This will increase the size of your network by exchanging introductions  Use your own or a third-party networking site (e.g. LinkedIn) to join communities which provide a platform to facilitate introductions  LinkedIn is a free, business-oriented social networking site and enables users to set up and manage communities focused around specific topics  Make sure your introductions are relevant and of a high quality – don’t just link for the sake of it
  16. 16. *OPEN forum: AMEX  American Express’ OPEN forum enables small business owners to network and discuss ideas  AMEX becomes synonymous with the concept of innovation in small businesses
  17. 17. *5. Enlist  Use social media to turn your best and most vocal customers into advocates for your organisation  Encourage users to leave feedback publicly, in social spaces  Create ambassador programmes for reward customers for advocacy  Create social objects for advocates to share easily among their networks – e.g. video clips, comment pieces, online vouchers…
  18. 18. *TripAdvisor reviews: Mandarin Oriental  Mandarin Oriental hotels actively drive users to leave feedback on TripAdvisor  Generates trust and public advocacy as customers view feedback left on third- party site  The original Mandarin Oriental in Hong Kong is the no. 1 hotel on TripAdvisor for Hong Kong, with 308 reviews
  19. 19. *6. Transform  Use your own community to discuss, debate and feedback on ways in which your products and services can be improved  Collaborate with your customers and partners to evolve and improve products & services  Collaborate with your employees through Enterprise 2.0 tools (e.g. Yammer, BlueKiwi)  Ensure participating stakeholders are aware that you have implemented their feedback – publicise any product changes and thank them for their input
  20. 20. *User-generated menus: AJ Bombers  Burger joint, AJ Bombers, invites user input for all aspects of their products  Products and services constantly revolve around what users want  Sales of items promoted via social media have risen 30%
  21. 21. *In summary:Use social media to: 1. Listen 2. Respond 3. Engage 4. Network 5. Enlist 6. Transform
  22. 22. Iain MacMillan RMM +44 207 193 @RMM_LDN