Social Media for Business Growth

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A copy of the slides used in a presentation to businesses attending the Business Link Social Media for Business Growth session in Exeter on Wednesday 14th September 2011.

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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 for Business Growth

    1. 1. Business Link in Cornwall and the Isles of Scilly, Devon and Somerset<br />Social Media for Business Growth<br />
    2. 2. Before we get started… Who Am I?<br />Aren Grimshaw - Consultant & Trainer<br /><ul><li>I help businesses, organisations & individuals use innovations in technology and business to enhance their growth
    3. 3. I’ve worked in sales, media and marketing roles for over 10 years
    4. 4. I believe in the power of communities – co-founding Cornwall Social Media Cafe and establishing Cornwall’s first Twestival.
    5. 5. My clients include companies big and small within the private and public sectors. </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: http://en.wikipedia.org/wiki/Social_media<br />
    11. 11. or<br />“...it’s how people access, <br />discover and share<br />information.”<br />
    12. 12. “People are searching for answers and directions, not messages or sales pitches.”<br />“The tools are just extensions of you...”<br />Source: Engage, Brian Solise - http://www.briansolis.com/2010/01/engage/<br />
    13. 13. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales<br />
    14. 14. Some 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 />
    15. 15. 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 />
    16. 16. The Technology<br />
    17. 17.
    18. 18. Social Media Platforms<br />File Sharing Sites<br />Blogs<br />Social Networks<br />Review Systems<br />Live Streaming<br />Forums<br />Geo-tagging<br />Wiki Sites<br />Aggregators<br />
    19. 19.
    20. 20. Facebook<br />Launched 2004 <br />750m+ Active Users<br />30m+ users in the UK<br />50% of registered users are between 25-49<br />
    21. 21. Facebook<br />50% log on in any given day<br />250m+ 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: http://www.facebook.com/press/info.php?statistics<br />Source: http://www.facebook.com/press/info.php?statistics<br />
    22. 22. 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: http://www.facebook.com/press/info.php?statistics<br />
    23. 23.
    24. 24. 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 />
    25. 25. 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 />B2B companies that blog generate 67% more leads per month than those who do not. <br />94% of bloggers reported measurable SEO benefits within 12 months<br />
    26. 26.
    27. 27. What is Twitter?<br /><ul><li>Micro-blog
    28. 28. Social Network
    29. 29. Search Engine
    30. 30. Focus Group
    31. 31. News Wire</li></li></ul><li>Twitter<br />Launched 2006<br />200m registered users<br />100m active users per month<br />50m log on at least once a day<br />200m+ tweets per day<br />400m+ unique visitors per month<br />
    32. 32. Twitter<br />1.6bn search queries on Twitter per day<br />37% access via a mobile device<br />75% of traffic via third-party applications<br />
    33. 33. Average user…<br />Is 39 years old <br />Has 126 Followers<br />53% are female<br />Only 11% aged between 12 to 17<br />
    34. 34.
    35. 35. What is LinkedIn?<br />‘Professional Network’<br />Founded in 2003<br />120m+ members<br />150 industries<br />200 countries – all 7 continents<br />Gains 1 new user per second<br />47m+ monthly unique visitors<br />
    36. 36. 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 />
    37. 37.
    38. 38. Developing a Strategy<br />
    39. 39. The Planning Process<br />Research<br />Community Targets<br />Aims & Objectives<br />Resources Available<br />Concept<br />Approach or Strategy<br />Implementation<br />Technology to be Used<br />
    40. 40. Defining Objectives<br />SEO: Link building, content factors<br />Marketing: Promote organisation, brand awareness<br />PR: Manage reputation, get news out<br />Sales: New contact routes, increase sales<br />Engagement: Increase loyalty, foster word of mouth<br />Research: Identify trends / niches, consultation<br />Management: Collaboration, knowledge sharing<br />
    41. 41. Buying Processes & Lifecycles<br />
    42. 42. Allocating Resources<br />Time<br />Money<br />People<br />Skills<br />Business As Usual Activity (BAU)<br />
    43. 43. Your Approach - Needs<br />Visibility...you need to be visible to your target audience<br />Credibility...“Don’t tell them you’re funny, tell them a joke”<br />Value...establish a “What’s in it for me?” factor<br />Personality...everything should be consistent with your brand profile<br />Responsiveness...are you setup to deal with responses<br />
    44. 44. Your Approach – Practical Elements<br />Content Marketing<br />Aggregating / Curation<br />Networking & Events Marketing<br />Community Engagement<br />WOM / Advocacy Programmes<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 />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 />500% increase in turnover in 4 years<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. Getting Started: Your First 3 Steps<br />
    57. 57. Your first 3 steps...<br />Start monitoring<br />Improve your current marketing<br />Build your online network<br />
    58. 58. 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 />
    59. 59. 1. Start Monitoring<br />Set up your alerts:<br />Google Alertshttp://www.google.com/alerts<br />Social Mentionhttp://www.socialmention.com<br />
    60. 60.
    61. 61.
    62. 62. 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 />
    63. 63. “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 />
    64. 64. 3. Build your online network<br />Professional Networkinghttp://www.linkedin.com<br />Social Networkinghttp://www.facebook.com<br />
    65. 65. 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 />
    66. 66. Last few words... summary<br />People (Communities)<br />Interaction (Dialogue)<br />Information (Accessibility)<br />Technology (Integrated)<br />
    67. 67. Getting more support...<br />
    68. 68. More info: Free 28 page ebook available for download<br />
    69. 69. Getting in touch<br />Search for “arengrimshaw” on Google<br />Or<br />Tel: 01209 311057<br />Mob: 07598 242212<br />Email: info@arengrimshaw.co.uk<br />Web: www.arengrimshaw.co.uk<br />

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