Like Minds Immersive on Social Media for Small Business, October 2010


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Like Minds Immersive on Social Media for Small Business, October 2010

  1. 1. Joanne Jacobs Social Media Expert Consultant Email: Twitter: joannejacobs Phone: (+44) 07948 318 298 Practical Social Media for local business
  2. 2. Scope of the immersive <ul><li>What are the tools? </li></ul><ul><li>Which tools should my business adopt? </li></ul><ul><li>How do I engage with my customers/clients? </li></ul><ul><li>How much staff time should be devoted to social media activities? </li></ul><ul><li>How are my social strategies performing? </li></ul><ul><li>How can I be “creative and curatorial”? </li></ul><ul><li>Where to from here? </li></ul>
  3. 3. Tools
  4. 4. Social networks <ul><li>Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning groups. </li></ul><ul><li>Networks enable sharing of updates, likes, images and media. </li></ul><ul><li>Businesses use social networks to: </li></ul><ul><ul><li>Develop a community of advocates </li></ul></ul><ul><ul><li>Run a customer service channel </li></ul></ul><ul><ul><li>Drive traffic to their websites </li></ul></ul>
  5. 5. Business networks <ul><li>LinkedIn, Plaxo, professional communities and groups. </li></ul><ul><li>Business networks enable CV promotion and connections between like minded professionals. </li></ul><ul><li>Business networks are used to: </li></ul><ul><ul><li>Recruit staff </li></ul></ul><ul><ul><li>Exhibit professional authority </li></ul></ul><ul><ul><li>Communicate with suppliers/clients in groups </li></ul></ul><ul><ul><li>Target business questions to ‘serious’ individuals. </li></ul></ul>
  6. 6. Real time messaging/publishing <ul><li>Twitter, Friendfeed, Google Buzz. </li></ul><ul><li>Real time messaging enables conversations, fast promotion of alternative content, and quick responses to issues as-they-happen. </li></ul><ul><li>Businesses use real time messaging to: </li></ul><ul><ul><li>Promote events, blogs and activities </li></ul></ul><ul><ul><li>Engage with existing customers </li></ul></ul><ul><ul><li>Find new customers </li></ul></ul>
  7. 7. Rich media sites <ul><li>YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc. </li></ul><ul><li>Rich media sites are designed to showcase images, video content, audio content, etc. </li></ul><ul><li>Businesses use rich media sites to: </li></ul><ul><ul><li>Engage audiences with a traditional media-like content channel </li></ul></ul><ul><ul><li>Capture responses to events and campaigns as part of a reporting or promotional activity </li></ul></ul><ul><ul><li>Liven up static sites </li></ul></ul>
  8. 8. Social bookmarking <ul><li>Digg, Reddit, Delicious, StumbleUpon, etc. </li></ul><ul><li>Bookmarks are used as a means of curating resources relevant to an individual, business or network, as well as a simple promotion utility. </li></ul><ul><li>Businesses use social bookmarks to: </li></ul><ul><ul><li>Promote new content/products/services </li></ul></ul><ul><ul><li>Aggregate resources on area of expertise or items of interest to one’s community </li></ul></ul><ul><ul><li>Vote up/down interesting content. </li></ul></ul>
  9. 9. Blogs & RSS Feeds <ul><li>Blogs, keyword feeds and anything other updating feeds. </li></ul><ul><li>Blogs enable sharing your expertise while feed aggregation can be useful to focus attention. </li></ul><ul><li>Businesses use RSS feeds to: </li></ul><ul><ul><li>Demonstrate authority in your area of expertise </li></ul></ul><ul><ul><li>Aggregate social content streams (assets) into a single page online </li></ul></ul><ul><ul><li>Set alerts for brand mentions </li></ul></ul>
  10. 10. Social media tool variants <ul><li>Social networks </li></ul><ul><li>Business networks </li></ul><ul><li>Real time messaging and publishing </li></ul><ul><li>Rich media sharing </li></ul><ul><li>Social bookmarks </li></ul><ul><li>Blogs & RSS </li></ul><ul><li>ALL HAVE DIFFERENT BUSINESS FUNCTIONS </li></ul>
  11. 11. Which tools are right for my business? <ul><li>What do you want to achieve? </li></ul><ul><ul><li>Establish your authority in your area of expertise </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Community engagement </li></ul></ul><ul><ul><li>Active listening </li></ul></ul><ul><ul><li>Product development </li></ul></ul><ul><ul><li>Knowledge & crisis management </li></ul></ul>
  12. 12. Which tools are right for my business? <ul><li>AUTHORITY: Blogs, Answering LinkedIn business questions, responding to queries on twitter, curation of useful resources for your communities in bookmarks </li></ul>CASE STUDY: Blogs as exhibitors of authority (Large) GM Motors: Fastlane (Local) Butler Sheet Metal: Tinbasher Image source:
  13. 13. Which tools are right for my business? <ul><li>CUSTOMER SERVICE: Twitter query response, Facebook channels </li></ul>Image source:,0.jpg CASE STUDY: Facebook for customer service (Large) VodafoneUK: Service (Large) AT&T: Customer Care (Local) Devon Travel
  14. 14. Which tools are right for my business? <ul><li>ADVERTISING: Twitter promotion, Facebook fan pages, ads on YouTube . </li></ul>Image source: CASE STUDY: Facebook fan pages Starbucks Disney Visa Oxfam UK (Local) The Handbag Lady (Local) Exeter Leukemia Fund
  15. 15. Which tools are right for my business? <ul><li>COMMUNITY ENGAGEMENT: Forums and niche community facilitation on custom networks (ning, etc), LinkedIn groups </li></ul>CASE STUDY: Linked In Groups Internet Coaching Circle Marketing recruitment firm: StopGap Fashion event: Pure London Image source:
  16. 16. Which tools are right for my business? <ul><li>ACTIVE LISTENING: Responses via all social channels to discussions and issues with your brand (not just own channels) </li></ul>CASE STUDY: Brand search and twitter conversations Local Business Twitter Search: Devon Stone Stone tiling ; Signs express Need signage Image source:
  17. 17. Which tools are right for my business? <ul><li>PRODUCT DEVELOPMENT: Facilitating crowd sourcing of product ideas and marketing research . </li></ul>CASE STUDY: Product development online (SMEs) Threadless Local Motors Brickfish: Design a Coach tote Tauntaun sleeping bag Image source:
  18. 18. Which tools are right for my business? <ul><li>KNOWLEDGE & CRISIS MANAGEMENT: Facilitating crowd sourced knowledge and enabling information access in crises. </li></ul>CASE STUDY: Crisis wiki Image source:
  19. 19. Which tools? <ul><li>IMPORTANT: It is better to have no social media assets than establish tools that are not updated and where you do not converse with your audience. </li></ul>Image source:
  20. 20. ANY QUESTIONS?
  21. 21. Engaging online <ul><li>Engagement has a series of manifestations: </li></ul><ul><ul><li>Responding to queries </li></ul></ul><ul><ul><li>Conversing with customers/contacts </li></ul></ul><ul><ul><li>Active listening </li></ul></ul><ul><ul><li>Dealing with negativity/conflict </li></ul></ul><ul><ul><li>Facilitating change in communities </li></ul></ul>Image source:
  22. 22. Engaging online <ul><li>RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords. </li></ul>Image source: CASE STUDY: BT Care Irena Vaksman (Dentist)
  23. 23. Engaging online <ul><li>CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting. </li></ul>Image source: CASE STUDY: [email_address] DIRECTTV (Local) H& R Block (tax agents)
  24. 24. Engaging online <ul><li>ACTIVE LISTENING: Active listening involves searches on keywords and engagement on social sites other than your own branded assets . </li></ul>Image source: CASE STUDY: Boardtracker
  25. 25. Engaging online <ul><li>DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate. </li></ul>Image source: CASE STUDY: Nestle and Greenpeace campaign ; Kevin Smith & South West Airlines
  26. 26. Engaging online <ul><li>FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologies, changes in staffing etc. Social media can be used to collect info about problems in processes & put minds at ease about new co-workers. </li></ul>Image source:
  27. 27. ANY QUESTIONS?
  28. 28. Time <ul><li>The amount of time you spend with social media is dependent on what you want to achieve. </li></ul><ul><li>Conversations are NOT time wasting. </li></ul><ul><li>Need to balance time spent in content production with listening, tracking and engaging. </li></ul><ul><li>ROUGH GUIDE </li></ul><ul><li>TO MINIMUM TIME </li></ul><ul><li>INVESTMENT </li></ul><ul><li>Monitoring staff = 20% of workload </li></ul><ul><li>Contributing staff = 10-15% workload </li></ul>
  29. 29. Performance <ul><li>Tracking divided into: </li></ul><ul><ul><li>Mentions and sentiment </li></ul></ul><ul><ul><li>Workload reduction for traditional customer service channels </li></ul></ul><ul><ul><li>Brand awareness & product enhancement </li></ul></ul><ul><ul><li>SALES </li></ul></ul>Image source:
  30. 30. Performance <ul><li>MENTIONS & SENTIMENT: Mentions are great but only when sentiment expressed is positive. </li></ul>Image source: CASE STUDY: Social Mention
  31. 31. Performance <ul><li>WORKLOAD REDUCTION: Normally quantitative research in terms of number of calls to helpdesk/customer care, and time spent on dealing with issues. </li></ul>Image source: CASE STUDY: Microsoft Xbox support Clinical trial recruitment
  32. 32. Performance <ul><li>BRAND AWARENESS & PRODUCT ENHANCEMENT: Active listening activities can enhance brand awareness by responding to questions in your field of expertise </li></ul>Image source: CASE STUDY: LinkedIn Answers
  33. 33. Performance <ul><li>SALES: In the end, a social media strategy that fails to improve brand awareness, attract new sales or increase intention to purchase, is a failed social media strategy. </li></ul>Image source:
  34. 34. Performance: basics and top tier monitoring <ul><li>Google analytics: http:// /analytics/ </li></ul><ul><li>Radian 6: </li></ul><ul><li>Scoutlabs: http:// / </li></ul><ul><li>Hootsuite: http:// / (Twitter) </li></ul><ul><li>Google Real Time: http:// </li></ul>
  35. 35. Performance: tools demonstration <ul><li>Blog search: </li></ul><ul><li>Brand metrics: , </li></ul><ul><li>Ubervu - </li></ul><ul><li>Bloglines - </li></ul><ul><li>Icerocket - </li></ul><ul><li>Samepoint - </li></ul><ul><li>Addict-o-matic - </li></ul><ul><li>Boardtracker - </li></ul><ul><li>Keotag - </li></ul><ul><li>EgoSurf - </li></ul><ul><li>Tinker - </li></ul><ul><li>Twittratr - </li></ul><ul><li>Surchur - </li></ul><ul><li>Backtype - </li></ul><ul><li>Spy - </li></ul><ul><li>Monitor This - </li></ul>
  36. 36. Performance <ul><li>PLEASE NOTE: </li></ul><ul><li>Tracking numbers of fans/followers is completely pointless </li></ul><ul><li>Tracking number of comments is mostly pointless </li></ul><ul><li>Tracking unique views on websites is pointless if conversions are low </li></ul>Image Source: http:// /
  37. 37. Creativity and curation <ul><li>Best approach to social media is not a sales approach , but rather creative and curation oriented </li></ul><ul><li>Chances are, if something is interesting to you, it will be interesting to others </li></ul><ul><li>A curatorial approach to content development and aggregation will organically generate attention. </li></ul>Image source:
  38. 38. Where to from here? <ul><li>Establish what you want to achieve </li></ul><ul><li>Analyse social presence of competitors </li></ul><ul><li>Gather examples of quality social media interaction </li></ul><ul><li>Commit resources to social media </li></ul><ul><li>Implement, augment, review and improve </li></ul>
  39. 39. Questions? <ul><li>Joanne Jacobs </li></ul><ul><li>Social Media Expert Consultant </li></ul><ul><li>Email: </li></ul><ul><li>Blog: </li></ul><ul><li>Twitter: joannejacobs </li></ul><ul><li>Skype: bgsbjj </li></ul><ul><li>Skype-in: (+44) 0208 144 9348 </li></ul><ul><li>Mob: (+44) 07948 318 298 </li></ul>