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20110525 Motherwell College KTH


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Presentation to Motherwell College Knowledge Transfer Hub called Social Media For Business: What you need to know
A high level presentation that demonstrates the breadth of opportunity the Social Media Mindset and principles offer organisations. The approach is used in order to avoid engagement with the subject through the limiting lenses of either the tools themselves which are inherently transient or the application of concept of Social Media as simply a marketing device and outwardly facing.

Published in: Business, Technology
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20110525 Motherwell College KTH

  1. 1. The Social Media For Business: What You Need to Know Motherwell College KTH 25/5/11 twintangibles 2011Contact us +44(0)7717 714595
  2. 2. Agenda• Some theory – Mindsets, Tribes, Long tails & Complexity• Some practice – Lightning case studies and what you should do• Q&A
  3. 3. Which Do You Know?
  4. 4. What is Social Media?“It is a mindset of sharing, collaboration and communication that is facilitated by technical tools that provide for many to many non mediated exchange” It is increasingly pervasive, it can’t be ignored and it is affecting society, economy and culture
  5. 5. Tribes
  6. 6. Demographics of SM
  7. 7. The Mindset• Democratic• Inclusive• Mutuality• Open• Reduced barriers to entry• Expectation of return non traditional• Challenges convention• Self regulating• Iterative• Deeply rooted
  8. 8. What changes with Social Media?
  9. 9. Porters Value Chain
  10. 10. Porters Value Chain Updated
  11. 11. Long Tail Distribution
  12. 12.
  13. 13. Complexity and how to respond Cynefin Framework From Dave Snowden www.cognitive-
  14. 14. Case Studies
  15. 15.
  16. 16. 25% of all new products from crowdsourcing Innovate faster Increase 15% to 50% success rate of new products
  17. 17. Customer Service run by customersParticipate in sales and marketingOnly 16 people in team
  18. 18. International reach 10% Equity for punksCrowdsourced locations
  19. 19. So What Does This Mean?• You are not in control• This is disruptive• You need to be ready• You will need to change• Gardener not engineer• Your “tribes” are an asset• Remember its inward facing too!
  20. 20. The Future of Advertising, APA, 17/02/09
  21. 21. The Future of Advertising, APA, 17/02/09
  22. 22. Assume the Behaviour• Listen• Be social• Be generous• Converse• Acknowledge
  23. 23. Tools – Choose Wisely Immediacy – referrer Community building – B2C Introductions - networking Thought leader - SEO
  24. 24. What do you need to do?• Why are you doing this?• Are you ready?• How can you resource this?• Who will do this?• What are your targets?• How will you monitor this?
  25. 25. Action Plan Audit & Evaluate Monitor Intent ChooseEngage Channels Listen Targets Resource
  26. 26. Social Media Consultancy and Research• Strategic Advice• Strategy Development• Research• Social Media Management• Social Media Audit• Monitoring• Sectoral Analysis• TrainingHelping you get value from Social Media
  27. 27. •11 Cities including LA, Moscow, Milan, Rio, Glasgow•More than 30 Events in Glasgow alone•3.5 Million SM impressions, 200,000 attendees•Opportunities for global visibility•@SMWGLASGOW•
  28. 28. Social Media Unleashed 2• 9th June 2011 : 4.30pm – 8pm• The Lighthouse, Glasgow• Crowdsourcing & Crowdfunding• DELL, McClure Naismith• Free• Register at
  29. 29. @twintangibles Tim Wright 07717 714 595 twintangibles 2011Contact us +44(0)7717 714 595