Social Media to Small Business

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Half day seminar to SBDC, Perth - on how to use social media in small business

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Social Media to Small Business

  1. 1. Social Media + Business<br /><ul><li>should we? If so, HOW?
  2. 2. City West, SBDC, June 2010</li></ul>Charlie Gunningham<br />
  3. 3.
  4. 4. - Goals/Intro, Definitions - Blogs, Facebook - Twitter, Youtube, - LinkedIn, FourSquare- Mobile, Apps- Policy, Conclusion, and Takeaways<br />
  5. 5. OBJECTIVES3 things you want to get out of today?<br />
  6. 6. CAR PARKthings that may have to be handled later<br />
  7. 7. HISTORY<br />
  8. 8. ARPANET, 1968<br />
  9. 9.
  10. 10. Net EFFECTS<br />
  11. 11. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk<br />
  12. 12. Incredible… but true - 20 years since Internet - 16 years - Amazon.com, eBay.com- 12 years - Google- 5 years - Youtube- 4 years - Facebook/Twitter<br />
  13. 13. Incredible… but true - 75% SME’s don’t social media- 86% don’t email market- 30% don’t update web site!<br />
  14. 14. “<br />Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them<br />”<br />
  15. 15. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009<br />
  16. 16. Real Estate spends $240mn (15%) ONLINEyet 55% of real estate enquiry from online!So a 50:50 split sounds right(print:online) - offline ad spend should be …$240 mn- but it’s … $1.25 bnwhich implies $1bn is wasted?!<br />
  17. 17. 1994 Age ofSurf<br />1998 Age ofSearch<br />NOW Age ofSocial (media)<br />
  18. 18. SOCIAL MEDIA in Aus _ Facebook: 8mn visitors (+95% p.a.)_ MySpace: 2mn (DOWN)_ Twitter: 1,000,000 (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ Twitter the fastest growing <br />
  19. 19. SOCIAL MEDIA – defined Social media refers to FREEweb sites whose information comes from its USERS. - inclfacebook, twitter, blogs, youtube, flickr, slideshare, foursquare, …<br />
  20. 20. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)<br />
  21. 21. TV clips…OLD Media – controlled “gates of distribution “but not anymore<br />
  22. 22. “Markets are conversations”<br />conversations among humans sound human<br />natural, uncontrived, honest<br />public switch quickly<br />tell us something! <br />(then we might speak to you)<br />business is only part of our lives, it’s all of yours<br />The Cluetrain Manifesto: The End of Business as Usual<br />by Christopher Locke, Rick Levine, Doc Searls, David Weinberger<br />Pub 1999 : read it for free at www.cluetrain.com<br />
  23. 23. So – have a conversation with your mkt- W I I F T - contribute, join in, - have a clear company policy<br />
  24. 24. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)<br />
  25. 25. 1. BLOGS- a “web log”- leave comments, post- Start your own* go search/read/comment*www.blogger.com or Wordpress<br />
  26. 26. THE RULES…<br />not expensive in $’s<br />Blog often, blog interesting<br />Show yourpassion<br />Encourage staff to blog<br />Be authentic<br />Ideas spread<br />Allow publicto comment<br />
  27. 27. Blogs are fantastic for SEO!<br />
  28. 28.
  29. 29. Mark<br />Anderson’s<br />BLOG<br />
  30. 30. BENEFITS? You’re asking the wrong question, <br /> but since you asked…<br />Better Traffic & SEO to your site<br />Fun, empowering for you/staff<br />Listen + Learn from your public<br />Gather interesting content<br />What goes around comes around<br />“Markets are conversations”<br />
  31. 31. PODCASTING- audio file (usually)- record interview, testimonial…- have them downloadablewww.byoaudio.com<br />
  32. 32. FORUMS- interactive, Q&A- opinions, learn from customers?- you/they post question points- comments ‘thread’ / link thru’>> seabreeze.com.au Platforms: BeeHiveForum.net …<br />
  33. 33. How can <br />BLOGS<br />help your business?<br />
  34. 34. Mark Zuckerberg, Founder, Facebook<br />
  35. 35.
  36. 36.
  37. 37.
  38. 38. 2. FACEBOOK<br />(i) Personal Profile Page<br />724,000 in Perth!<br />Keep it personal?<br />… or just it to administer<br />Biz page and Ads<br />
  39. 39. (ii) FACEBOOK Group/Business Page<br />Your biz face in Facebook<br />interactive shop window<br />everyone gets to know<br />www.facebook.com/yourname<br />
  40. 40. www.facebook.com/aussiehome<br />
  41. 41. Linda Davis, real estate selling agent, Ledyard, CT<br />
  42. 42. Ledyard, CT <br />community<br /> page<br />(a landing<br />Page)<br />We could feed<br />In your listings<br />too!<br />
  43. 43. Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships Don’t be “that guy” that abuses it!<br />
  44. 44. (iii) FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br />27mn+ views ($4000)<br />
  45. 45. (iv) FACEBOOK Policy<br />Addictive<br />Time Wasting<br />Haven’t got time!<br />You need a policy, and stick to it<br />Have a reason, WIIFT, part of marketing<br />
  46. 46. How can <br />FACEBOOK<br />help your business?<br />
  47. 47. Biz Stone, Founder, Twitter.com<br />
  48. 48. 3. TWITTER! (your own + company)<br />100,000+ in Perth<br />Growing fast<br />Very easy to update<br />‘micro-blogging’<br />Word out, top of mind<br />Twitter.com/yourname<br />
  49. 49.
  50. 50. http://twitter.com/aussiehome<br />
  51. 51. TWITTER! (company)<br />Own domain extension – grab it!<br />Same concept, but company<br />Backgrounds<br />Themes/#<br />Saved searches<br />Tweetdeck<br />Update from mobiles<br />
  52. 52. TWITPIC.com<br />App that synchs with twitter<br />Take photo, upload +<br />then it becomes a tweet<br />with a link to the photo<br />Can be done from mobile<br />http://twitpic.com/photos/chazgunningham<br />
  53. 53. TWITTER! <br />Coordinates S/Media <br />Excellent search engine<br />Find info/ppl/companies<br />Constant broadcast<br />Twitter box on site<br />… other uses?<br />
  54. 54. How can <br />TWITTER<br />help your business?<br />
  55. 55. Chad Hurley, Cofounder, Youtube.com<br />
  56. 56. 4. Upload movies to <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />Youtube.com/yourname<br />
  57. 57. www.youtube.com/aussiehometv<br />
  58. 58. “perth real estate” search on Youtube…<br />
  59. 59. How can <br />YOUTUBE<br />help your business?<br />
  60. 60. 5. LINKEDIN.COM<br />Facebook for grown ups?<br />Professionals<br />Worth having a profile<br />Online CV<br />40 million members +<br />
  61. 61. How can <br />LINKEDIN<br />help your business?<br />
  62. 62. 6. FoursquareiPhoneApp ><br />www.foursquare.com<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68. Business applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ work_ ask people for reviews (tips)<br />
  69. 69. How can <br />FOURSQUARE<br />help your business?<br />
  70. 70. Others?_ Flickr.com – free photo sharing_ Slideshare.net – free presentation sharing_ Issuu.com – free ebooks_ Any others???<br />
  71. 71. 7. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) - USA_ by 2013, mobile web > PC web !!!_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile<br />
  72. 72. MOBILE i. Your site on mobile browser- new design, quite easyii. Mobile apps - expensive, $15k-$40k?- price will come down- extremely cool and clever<br />
  73. 73. How can <br />MOBILE<br />help your business?<br />
  74. 74. HootsuiteiPhoneApp ><br />www.hootsuite.com<br />
  75. 75. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s...“Getting the right information to the right eyes at the right instant!”<br />
  76. 76.
  77. 77. SOCIAL MEDIA POLICY- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)<br />
  78. 78. Social Media Optimisation<br />Lower ad costs<br />targetted, effective marketing<br />Raise Traffic + improved rankings<br />Fun, empowering; learn & interact<br />Drive client loyalty<br />more sales and profits<br />MOST powerful when you mix them<br />
  79. 79. Conclusions from today _ what are they - for you?Take-Aways from today _ what are you going to do about this … as of tomorrow?<br />
  80. 80. THANK YOU! - follow up is free (buy me a coffee)- and all the best with social media!- for these slides, contact me…charlie@aussiehome.com0411 092 669<br />

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