Social Media: An Introduction for Businesses

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A copy of the slides used on my presentations to businesses in the south west on behalf of Business Link.

Originally presented on Wednesday 11th August at the Barnstaple Hotel as part of a Business Link one day seminar on Social Media and Internet Marketing.

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  • I attended a workshop with Aren yesterday in which he used this presentation, and I have to say it was one of the most informative and clear sessions I have ever had the pleasure to attend. This guy really knows his stuff, and has a huge gift for getting it across with clarity and fun. Watch it and be sucked in to the essential world of Social Media. I have...........
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  • 1. http://www.campaignlive.co.uk/news/964382/Viral-View-Social-Technographics-keeping-online-audience/2. http://econsultancy.com/reports/social-media-and-online-pr-report
  • Social Media: An Introduction for Businesses

    1. 1. Social Media<br />An Introduction for Businesses<br />Presented on behalf of Business Link in the South West<br />
    2. 2. Introduction<br />These slides are used during a series of presentations provided to small to medium enterprises (SMEs) attending a Business Link workshop on Social Media.. <br />The presentation is intended to give an overview of various aspects of Social Media theory, practice and technology, leading on to more comprehensive training in each area. <br />You can find details of future events in the south west region by visiting the Business Link website here.<br />Where possible, links to further resources have been included throughout the presentation. <br />
    3. 3. Before we get started… Who Am I?<br />My name is Aren Grimshaw.<br />I am a Social Media Consultant working with businesses and organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers.<br />I have been working in sales, marketing and media roles for over 10 years.<br />I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivalsand a UK Regional Coordinator of Twestival UK 2010.<br />You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer. <br />
    4. 4. Part One<br />Introducing Social Media for Business<br />
    5. 5. 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 />What is Social Media?<br />Is it just another fad?<br />Is anyone making any money?<br />Where do I start?<br />
    7. 7. What is Social Media?<br />
    8. 8. “Media for social interaction, using highly accessible and scalable publishing techniques.”<br />Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media<br />
    9. 9. or<br />“...it’s how people read, <br />discover and share<br />information.”<br />
    10. 10. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales<br />
    11. 11. The Key Aspects & Terminology<br />Web 1.0 > Web 2.0 <br />Real Time<br />Viral <br />Authenticity / Transparency<br />User Generated Content (UGC)<br />Consumer Generated Media (CGM)<br />
    12. 12. 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 / Net Gens<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 />
    13. 13. The Technology<br />
    14. 14.
    15. 15. 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 />
    16. 16. Take a look at the Conversation Prism...<br />
    17. 17. What is Facebook?<br />Launched 2004 <br />500m Active Users<br />50% of users are between 25-49<br />
    18. 18. Latest Statistics<br />50% log on in any given day<br />150m+ access via mobile devices (and are twice as active)<br />35m+ users update their status each day<br />60m+ status updates posted each day<br />30bn+ pieces of content shared per month<br />Source: http://www.facebook.com/press/info.php?statistics<br />
    19. 19. An Average user…<br />130+ Friends<br />55 minutes on the site per day<br />Is connected to 80 pages, groups &events<br />Adds 25 comments to content each month<br />Creates 90 pieces of content each month<br />Source: http://www.facebook.com/press/info.php?statistics<br />
    20. 20.
    21. 21. Some Statistics<br />77% active internet users read blogs<br />133m+ blogs<br />55% more traffic<br />
    22. 22.
    23. 23. What is Twitter?<br /><ul><li>Social Network
    24. 24. Blogging Platform
    25. 25. Search Engine
    26. 26. Focus Group
    27. 27. News Wire</li></li></ul><li>Some Statistics<br />105m registered users<br />300k new users sign up per day<br />180m unique visitors per month<br />600m+ search queries on Twitter per day<br />
    28. 28. An Average user…<br />Is 31 <br />Has 126 Followers<br />75% of traffic comes from third-party apps<br />37% of active users use their phone to update<br />
    29. 29. Location<br />Web Address<br />Bio<br />Avatar<br />Custom <br />Background<br />
    30. 30. What is LinkedIn?<br />‘Professional Network’<br />65m+ members <br />150 industries<br />200 countries / territories <br />
    31. 31. Some Statistics<br />1 new user per second <br />£68,000 Average earnings <br />46% decision makers<br />
    32. 32.
    33. 33. Developing a Strategy<br />
    34. 34. Developing Your Strategy (CARAT)<br />C<br />Community Targets<br />A<br />Aims & Objectives<br />R<br />Resources Available<br />A<br />Approach or Strategy<br />T<br />Technology to be Used<br />
    35. 35. Identifying your Community<br />C<br />I<br />P<br />
    36. 36. 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 />
    37. 37. Allocating Resources<br />Time<br />Money<br />People<br />Skills<br />Business As Usual Activity (BAU)<br />
    38. 38. The Approach<br />
    39. 39. The VCP Rule<br />Visibility<br />Credibility<br />Profitability<br />
    40. 40. The VCP Rule<br />Visibility<br />Reach but no Results<br />(Technology Centred Approach)<br />
    41. 41. The VCP Rule<br />Credibility<br />No chance to connect – no results<br />(Content Focused Approach)<br />
    42. 42. Is anyone making any money?<br />
    43. 43. 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 />
    44. 44. Social Media Activities<br />Blogging & Micro-Blogging<br />Social Networking<br />Professional Networking<br />File-Sharing<br />Webinars & Other Events<br />
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49.
    50. 50. Results – Web Traffic<br />
    51. 51. 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 />
    52. 52. 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 />
    53. 53. 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 />
    54. 54. Part Two<br />Getting Started: Your First 5 Steps<br />
    55. 55. Your first 5 steps...<br />Start monitoring<br />Improve your current marketing<br />Build your online network<br />Set up your corporate profiles<br />Develop a strategy<br />
    56. 56. 1. Start Monitoring<br />“Just because you leave the room, it doesn’t mean that those left behind aren’t talking about you.“<br />Even if you decide Social Media isn’t for you, you should set up alerts to inform you of any comments made about your company. <br />
    57. 57. 1. Start Monitoring<br />Set up your alerts:<br />Google Alertshttp://www.google.com/alerts<br />Social Mentionhttp://www.socialmention.com<br />
    58. 58.
    59. 59.
    60. 60. 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 />
    61. 61. “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 />
    62. 62. 3. Build your online network<br />A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following:<br />Professional Networkinghttp://www.linkedin.com<br />Social Networkinghttp://www.facebook.com<br />
    63. 63. 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 />
    64. 64. 4. Set up your corporate accounts<br />Choose the right type of account<br />Make it clear what people should expect<br />Encourage regular interaction<br />Avoid spamming<br />
    65. 65. Facebook Groups, Pages & Profiles<br />Profiles = Individuals<br />Your connections are known as ‘Friends’<br />Pages = Businesses and Organisations<br />Individuals ‘Like’ your Page (Your organisation)<br />Administered by an individual(s) Profile (private)<br />Groups= ‘Communities’ <br />Individuals ‘Join’ your Group<br />Administered by an individual(s) Profile (public)<br />
    66. 66. Facebook Help<br />Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages<br />Facebook Page Setuphttp://www.facebook.com/page<br />
    67. 67. 5. Develop a Strategy<br />When you are ready to start putting resource into your efforts you should set out what you aim to achieve. <br />Ask yourself:<br />Where are we now?<br />Where do we want to go?<br />How are we going to get there?<br />
    68. 68. Where are you now?<br />Collect all your current performance figures (Benchmark)<br />Website visitors<br />Number of purchases<br />Time on site<br />Mentions on social networks<br />http://google.com/analytics<br />
    69. 69. Where do you want to get to?<br />Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)<br />Decide how you will measure your results – link to your initial benchmark<br />
    70. 70. How are you going to get there?<br />Remember this...?<br />C<br />Community Targets<br />A<br />Aims & Objectives<br />R<br />Resources Available<br />A<br />Approach or Strategy<br />T<br />Technology to be Used<br />
    71. 71. Getting more support...<br />
    72. 72. More support<br />There is a wealth of knowledge available on the internet to help with your efforts; however, we recognise that sometimes finding the information you need can be difficult. <br />In the first instance you should speak to your Business Link adviser for advice and guidance. <br />www.businesslink.gov.uk<br />
    73. 73. 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 />
    74. 74. Getting in touch<br />Search for “arengrimshaw” on Google<br />Or<br />Tel: 01872 273103<br />Mob: 07598 242212<br />Email: info@arengrimshaw.co.uk<br />Web: www.arengrimshaw.co.uk<br />

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