Business Link SW: An Introduction to Social Media for Business


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A copy of the slides used in Aren Grimshaw's presentations on behalf of Business Link South West in the first quarter of 2011.

The presentation slides are designed to accompany a live presentation given to small groups of businesses in the south west.

To enquire about a presentation in your area please contact Aren on or go to for more information.

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  • Business Link SW: An Introduction to Social Media for Business

    1. 1. Business Link in Cornwall and the Isles of Scilly, Devon and Somerset<br />
    2. 2. Before we get started… Who Am I?<br />Aren Grimshaw<br />Social Media Consultant<br /><ul><li>I help businesses, organisations & individuals use Social Media sites more effectively.
    3. 3. I’ve worked in sales, marketing and media roles for over 10 years.
    4. 4. I’m co-founder of Cornwall Social Media Cafe
    5. 5. I was the lead organiser behind two Cornwall Twestivals& UK Regional Coordinator of Twestival UK 2010.</li></li></ul><li>60% of European Consumers now engage with Social Media on a regular basis<br />64% of UK Companies say they have experimented with Social Media<br />However…<br />
    6. 6. This leaves some important questions unanswered…<br /><ul><li>What is Social Media?
    7. 7. Is it just another fad?
    8. 8. Is anyone making any money?
    9. 9. Where do I start?</li></li></ul><li>What is Social Media?<br />
    10. 10. “Media for social interaction, using highly accessible and scalable publishing techniques.”<br />Wikipedia Definition - Source:<br />
    11. 11. or<br />“’s how people read, <br />discover and share<br />information.”<br />
    12. 12. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales<br />
    13. 13. The Key Aspects & Terminology<br />Web 1.0, 2.0 & 4.0<br />Real Time<br />Viral <br />Authenticity / Transparency<br />User Generated Content (UGC)<br />Consumer Generated Media (CGM)<br />
    14. 14. Putting it in context – Why now?<br />Technology<br />Society<br />Computing Power<br />Processor Power<br />Internet Speeds<br />Digital Cameras<br />iPods<br />Smartphones<br />iPhones / iPads<br />Generation Y / Millennials<br />Out of Town Shopping<br />E-commerce<br />Longer Working Hours<br />Migration & Immigration<br />Erosion of Community Centres<br />The Age of Spin<br />
    15. 15. The Technology<br />
    16. 16.
    17. 17. Social Media Platforms<br />File Sharing Sites<br />Blogs<br />Social Networks<br />Social Bookmarks<br />Live Streaming<br />Forums<br />Wiki Sites<br />Aggregators<br />Review Systems<br />
    18. 18. Facebook<br />Launched 2004 <br />500m Active Users<br />50% of registered users are between 25-49<br />32% of visitors to the site 35 years or older<br />
    19. 19. Facebook<br />50% log on in any given day<br />200m+ access via mobile devices (and are twice as active)<br />250m+ people engage with Facebook on external websites<br />900m+ objects that people interact with(pages, groups, events & community pages)<br />Source:<br />Source:<br />
    20. 20. An Average user…<br />38 years old<br />130 Friends<br />Spends 55 minutes on the site per day<br />Is connected to 80 pages, groups &events<br />Creates 90 pieces of content each month<br />Adds 25 comments to content each month<br />Source:<br />
    21. 21.
    22. 22. Blogs & Blogging<br />133m+ blogs<br />77% internet users read blogs<br />Two thirds of bloggers are male<br />60% are 18 – 44 years old<br />75% have a college education or above<br />50%+ are married<br />50%+ have kids<br />
    23. 23. Blogs & Blogging<br />56% say their blog has helped their company establish a position as ‘thought-leader’<br />58% of bloggers say they’re better known in their industry as a result<br />94% of bloggers reported measurable SEO benefits within 12 months<br />
    24. 24.
    25. 25. What is Twitter?<br /><ul><li>Blogging Platform (Micro-blogging)
    26. 26. Social Network
    27. 27. Search Engine
    28. 28. Focus Group
    29. 29. News Wire </li></li></ul><li>Twitter<br />Launched 2006<br />175m registered users (reported)<br />15m new users per month (reported)<br />100m accounts opened in 2010<br />180m unique visitors per month<br />25bn tweets sent during 2010<br />
    30. 30. Some Statistics<br />600m+ search queries on Twitter per day<br />37% access via a mobile device<br />75% of traffic via third-party applications<br />
    31. 31. An Average user…<br />Is 39 years old <br />Has 126 Followers<br />Only 11% aged between 12 to 17<br />35%+ (US) are over 35 years of age<br />
    32. 32.
    33. 33. What is LinkedIn?<br />‘Professional Network’<br />Founded in 2003<br />85m+ members <br />150 industries<br />200 countries – all 7 continents<br />Gains 1 new user per second<br />
    34. 34. Some Statistics<br />11m users in Europe<br />4m UK users<br />Average user age of 44<br />70% of visitors over 35 years old<br />75% of visitors college educated or above<br />
    35. 35.
    36. 36. Developing a Strategy<br />
    37. 37. Developing Your Strategy (CARAT)<br />Community Targets<br />Aims & Objectives<br />Resources Available<br />Approach or Strategy<br />Technology to be Used<br />
    38. 38. Identifying your Community<br />C<br />I<br />P<br />
    39. 39. Defining Objectives<br />SEO: link building, content factors<br />Marketing: Promote business, brand awareness<br />PR: Manage reputation, get news out<br />Sales: New contact routes, increase purchasing<br />Engagement: Increase loyalty, foster word of mouth<br />Research: Identify trends / niches, consultation<br />Management: Collaboration, knowledge sharing<br />
    40. 40. Allocating Resources<br />Time<br />Money<br />People<br />Skills<br />Business As Usual Activity (BAU)<br />
    41. 41. The Approach<br />
    42. 42. The VCP Rule<br />Visibility<br />Credibility<br />Profitability<br />
    43. 43. The VCP Rule<br />Visibility<br />Reach but no Results<br />(Technology Centred Approach)<br />
    44. 44. The VCP Rule<br />Credibility<br />No chance to connect – no results<br />(Content Focused Approach)<br />
    45. 45. Is anyone making any money?<br />
    46. 46. UKNetWeb Limited<br />Small to Medium Enterprise<br />Based in St.Agnes, Cornwall<br />5 Full Time Staff<br />Primary services:<br />Web Development (Ecommerce)<br />Internet Consultancy<br />Social Media Integration<br />
    47. 47. Social Media Activities<br />Blogging & Micro-Blogging<br />Social Networking<br />Professional Networking<br />File-Sharing<br />Webinars & Other Events<br />
    48. 48.
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53. Results – Web Traffic<br />
    54. 54. Results – Bottom Line<br />In a 6 month period:<br />500% increase in new business enquiries through social networks<br />2/3 of all enquiries through social networks<br />100% increase in average order values<br />Opened up UK & international markets<br />
    55. 55. Results: More Examples<br />Dell<br />$7m Twitter Sales <br />Twestival (2010)<br />SW / Wales Region approx. £20,000 to date<br />UK £62,000 to date<br />Surfers Against Sewage<br />New members, increased activity<br />
    56. 56. What could you gain?<br />Increased brand awareness & credibility<br />Increased web traffic & website engagement<br />Higher average order values<br />More repeat business, increased loyalty<br />Reach into new markets / existing markets<br />Insight into customer opinions & opportunities<br />More sales & increased profitability<br />
    57. 57. Getting Started: Your First 3 Steps<br />
    58. 58. Your first 3 steps...<br />Start monitoring<br />Improve your current marketing<br />Build your online network<br />
    59. 59. 1. Start Monitoring<br />“Just because you <br />leave the room, it doesn’t mean that those left behind aren’t talking about you.”<br />
    60. 60. 1. Start Monitoring<br />Set up your alerts:<br />Google Alerts<br />Social Mention<br />
    61. 61.
    62. 62.
    63. 63. 2. Improve your current marketing<br />Try ‘Passive Marketing’<br />“Don’t tell them you’re funny, tell them a joke”<br />“Get more bang for your buck”<br />
    64. 64. “Get more bang for your buck”<br />You’re delivering a presentation to a group of customers. Why not...<br />Upload the presentation online?<br />Broadcast the event live over the internet?<br />Live-blog the event?<br />Add all the guests as new contacts on online networks?<br />Upload photos of the event?<br />
    65. 65. 3. Build your online network<br />Professional Networking<br />Social Networking<br />
    66. 66. 3. Build your online network<br />Connect with your existing contacts first<br />Add new connections to your network as you meet them<br />Don’t push your sales message at your contacts<br />Don’t rush to speak, listen first<br />Encourage debate among your network<br />
    67. 67. Getting more support...<br />
    68. 68. How can I help?<br />Explaining How…<br />I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams.<br />Explaining What…<br />Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives.<br />Explaining Why…<br />This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results.<br />Doing it…<br />I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.<br />
    69. 69. Getting in touch<br />Search for “arengrimshaw” on Google<br />Or<br />Tel: 01872 273103<br />Mob: 07598 242212<br />Email:<br />Web:<br />