Social Media for Sustained Business Growth


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Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th -

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  • Social Media for Sustained Business Growth

    1. 1. ‘Creating the Buzz’ Social Media Strategies for Sustained Business Growth Dr. Jim Hamill and Alan Stevenson June, 2010
    2. 2. Agenda 1. Web 2.0/Social Media Overview 2. Things to remember about Social Media 3. Examples 4. Social Media Monitoring Tools 5. ‘Getting There’
    3. 3. What Is It?  An over hyped ‘buzz’ word or an opportunity for ‘creating a buzz’ about your brand?  It’s a fundamental, revolutionary change in online behaviour, expectations and the customer experience  Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries  Major opportunities, but also threats, for your organisation
    4. 4. Web 2.0/Social Media An Overview » Applications » Features and Characteristics » Implications
    5. 5. Business/Marketing 2.0 Impact – Wikibusiness Web 2.0 Applications Mindset Open source Business Intelligence Online Applications/ Web Services Customer Insight and Understanding Social Network Sites Customer Interaction Social Content – Social Bookmarking Enhanced Customer Experience – Blogs or Weblogs Rich Internet Applications Wikis Reputation Management Podcasts/ Vodcasts Sales and Marketing Virtual Realities Product Development and R&D e.g. Mash Ups engage and co-create RSS Feeds IT/Software/Applications Mobile Web; Internet Telephony Operations, Internal Processes and Characteristics Twitter HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
    6. 6.
    7. 7. Three Simple Questions  Who are our customers?  Where do they hang out in social media?  How can we best engage with and energise them?
    8. 8. Business Impact/ Opportunities
    9. 9. Business Impact  Knowledge and Insight  Engagement / Reputation Manag.  Enhanced Customer Experience  Sales and Marketing  Operations/ Internal Processes
    10. 10. Business Impact Knowledge Engagement Enhanced Sales and Operations/ and Insight / Reputation Customer Marketing Internal Social Media Manag. Experience Processes Application Feeds & Alerts Review and Recommendations Sites Publishing Microblogging Social and Professional Networking Multimedia Sharing Rich Internet Applications Social Bookmarking Mobile & Internet Telephony OpenSource & Hosted Apps
    11. 11. Things to Remember about Social Media
    12. 12. The Essence of Social Media  It’s social – A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet  Power shift – Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success  Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?
    13. 13. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
    14. 14. The Essence of Social Media  Pull v push – Consumers/users decide what information they wish to access  New ‘mindsets’ are required – Marketing as a conversation with your customers, a conversation with your network – dialogue not broadcasting – But this is something that most of us are not very good at doing – We prefer ‘telling’ people  SM ‘winners’ and ‘losers’ – ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
    15. 15. The Essence of Social Media  New performance measures – Requires new performance measures • Quality of your network • Relationship strength • Ability to leverage  Social media monitoring tools  Redefines the concept of a web site  The need for new business/marketing models
    16. 16. Performance Measures - The ‘4Is’  Involvement – network/community numbers/quality, time spent, frequency, geography  Interaction – actions they take – read, post, comment, reviews, recommendations  Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc  Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Social Media Monitoring Tools –Audit, Assess, Impact
    17. 17. Business Impact  The need for new business/marketing models – Traditional approach: • Product development – Differentiate – Market and Promote - Sell – New model based on: • Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally • Engage and energise • ‘Create the Buzz’
    18. 18. How Big Is It?
    19. 19. How Big Is It?  Time spent on social network sites is growing 3 times faster than the Net itself  Social media messages have replaced e-mail as the dominant form of e-communications  If facebook was a country – it would be the 4th most populated in the world  93% of social media users think that companies should be actively engaged
    20. 20. How Big Is It?  13 hours – Amount of video uploaded on youtube every minute  412.3 years – Time to view all youtube videos  100,000,000 – Number of youtube videos viewed every day  13,000,000 – Number of articles on wikipedia  3,600.000,000 – Number of images on flickr
    21. 21. How Big Is It?  1382% – Monthly growth of twitter  3,000,000 – Average number of tweets per day  1,000,000,000 – Amount of content shared on F/book every week  5,000,000 – Number of active Barrack Obama supporters across 15 social networks  14,200,000 – Views of the ‘Yes We Can’ video on youtube
    22. 22. How Big Is It?
    23. 23. Socialnomics 09
    24. 24. Quick Examples
    25. 25. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    26. 26. From the web site • This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1- 3 bedroom apartments. • The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. • Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
    27. 27. The Customer Experience of the Brand Tripadvisor
    28. 28. From Tripadvisor • It's getting old, the rooms are unappealing and it will never be more than a business hotel • Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. • Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
    29. 29. Cafe Gandolfi
    30. 30. Social Media Monitoring Tools A Case Example of Cairngorm Brewery
    31. 31. Products & Services • 7 Permanent Cask Ales / 8 Permanent Bottled Ales • 12 Special Seasonal Ales in Cask • Website with online shopping for bottles & party barrels • Shop on site selling beers & merchandise (Mon-Sat) • Brewery Tours – twice daily & groups by arrangement • Events, Promotions and Tastings at Customers’ premises
    32. 32. Social Media Monitoring
    33. 33. Social Media Monitoring
    34. 34. Whose talking about us?
    35. 35. Whose talking about us?
    36. 36. Whose talking about us?
    37. 37. Whose talking about us?
    38. 38. Whose talking about us?
    39. 39. Whose talking about us?
    40. 40. Whose talking about us?
    41. 41. Session 3 ‘Getting There’
    42. 42. Next Steps  Get Involved – Google Alerts, Linkedin, Social Media Monitoring  Learn more  Develop a strategy  Implement  Monitor
    43. 43. Social Media Development Cycle
    44. 44. SM Development Cycle
    45. 45. Ten Key Steps  EVALUATE YOUR SOCIAL MEDIA LANDSCAPE – Applications, impact, customers, conversations, features and characteristics  AGREE YOUR GENERIC SOCIAL MEDIA STRATEGY – Channels and depth of engagement  KEY PERFORMANCE INDICATORS – Measuring success  INTERNAL SOCIAL MEDIA AUDIT – Progress benchmarking  READINESS TO ENGAGE – Are you ready to engage?
    46. 46. Ten Key Steps  SOCIAL MEDIA STRATEGY DEVELOPMENT – Vision, strategy, objectives, targets, customers, key initiatives and actions  CHANNEL ACTION PLANS – “Getting there”  ORGANISATION, RESOURCE AND PEOPLE ISSUES – The key pillars of social media success  IMPLEMENTATION – Professional project management for social media success  MONITOR AND MEASURE – On-going performance measurement
    47. 47. Strategy Development  Strategic objectives  Targets  Key performance indicators (KPIs)  Customer segments  The key social media actions and initiatives required for ‘getting there’  Organisational, people and resource issues Ensure that your social media strategy is fully aligned with and supportive of your overall strategic goals and objectives with clear targets and ROI criteria
    48. 48. Continue the discussion at
    49. 49.
    50. 50. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’
    51. 51. Thank You