Intro to Social Media - for Accounts parte the seconde


Published on

Published in: Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Intro to Social Media - for Accounts parte the seconde

  1. 1. Introduction to Social Media<br />aka Kipling’s Six Friends<br />Justin Souter<br />
  2. 2. Warm up – Social Media disaster<br />Original ad<br /><br />Spoof<br /><br />Props to Neville Hobson:<br /><br />
  3. 3. Motrin: Twitter<br />25/09/2009<br />3<br />Introduction to Social Media<br />
  4. 4. What?<br />nolifebeforecoffee<br />25/09/2009<br />4<br />Introduction to Social Media<br />
  5. 5. What is it?<br />Yes, so what is it?<br />Technology<br />Social Movement<br />Mindset<br />Computer-mediated world<br />Web 2.0 – users created their own content<br />“This is about determining a future online customer communications strategy”<br />Chief Executive I was talking with recently<br />“If I have seen a little further it is by standing on the shoulders of Giants.” - Isaac Newton (i.e. under-lined links)<br />25/09/2009<br />5<br />Introduction to Social Media<br />
  6. 6. Overwhelming amount of tools :’(<br />25/09/2009<br />6<br />Introduction to Social Media<br />
  7. 7. Common tools [TO BE ONES FOR BUSINESS?]<br />Blog<br />easy-to-use publishing platform, sorted by date<br />Social Network<br />online site with various collaboration tools<br />Twitter<br />like text messaging, but actually powerful messaging hub – real time communications<br /><ul><li>N.b. importance of using tools together</li></ul>Forums<br />Online discussions<br />Ratings & Reviews<br />Customer service<br />Music<br />Photo & video sharing<br />Document & presentation sharing<br />Social bookmarking<br />25/09/2009<br />7<br />Introduction to Social Media<br />
  8. 8. Stats<br />Twitter<br />Film star Ashton Kutcher has 3,669,148 ‘followers’<br />18m users projected for end 2009<br />Facebook<br />&gt;300 million active users<br />Fastest growing demographic is &gt;=35<br />Blogs<br />96.6 million US Internet users read a blog at least once per month, representing 48.5% of the Internet population. <br />By 2013, 128.2 million people, or 58% of all US users, will take part.<br />25/09/2009<br />8<br />Introduction to Social Media<br />
  9. 9. Why?<br />bitzcelt<br />25/09/2009<br />9<br />Introduction to Social Media<br />
  10. 10. 25/09/2009<br />10<br />Introduction to Social Media<br />
  11. 11. 25/09/2009<br />11<br />Introduction to Social Media<br />
  12. 12. 25/09/2009<br />12<br />Introduction to Social Media<br />
  13. 13. Reasons that US Executives do not use Social Media, July 09<br />25/09/2009<br />13<br />Introduction to Social Media<br />
  14. 14. Why does it matter?<br />It&apos;s the idiom of our Youth<br />Interactive vs. Broadcast<br />You&apos;ve got a Website<br />Now you need a Web Presence<br />&quot;Open the Kimono&quot; at the pace *you* choose<br />Embrace the Now; the Future is already here<br />Influence, because it&apos;s happening already<br />Get closer to the Customer in this age when they’ve already Googled you before you speak / they come into the shop etc.<br />25/09/2009<br />14<br />Introduction to Social Media<br />
  15. 15. Twitter effectiveness<br />Representatives from Dell said, at a Twitter for Brands event hosted by New Media Age in London on Friday, that it has seen tangible uplifts in sales which can be directly attributed to marketing on Twitter. <br />The brand’s Twitter account has driven $3 million in sales since it began operation in 2007, Dell said.<br />@DellOutlet is in the top 100 Twitter accounts (over one million followers, increasing ~6K per day)<br />25/09/2009<br />15<br />Introduction to Social Media<br />
  16. 16. Thoughts III [NEED TO RE-ASSESS THIS]<br />Rozmic – 1 tweet led to 60 sign-ups for new service (60 x £8.50/mth)<br />Your business & your Customers’ businesses<br />Business to Business<br />Business to Consumer<br />McKinsey Quarterly vs. a set of blogs<br />Part of a wider trend<br />From Push to Pull<br />Motor industry example<br />Social Capital<br />Creating the right environment for buying / choosing your firm<br />Create relationships online<br />Become a Social Capitalist!<br />25/09/2009<br />16<br />Introduction to Social Media<br />
  17. 17. What can it be used for?<br />Recruitment<br />Ernst & Young careers Facebook group<br />Marketing<br />West Midlands Police<br />Recruitment / ‘plodcasts’<br />PC TV; YouTube, Twitter, Facebook<br />Focus group<br />GM’s Fast Lane blog<br />“we are gaining insight about how to optimize not only our communications, but the brand itself.” Link<br />Collaboration<br />Reuters example at Fujitsu<br />Example too numerous to mention<br />25/09/2009<br />17<br />Introduction to Social Media<br />
  18. 18. What can it be used for? (2)<br />Customer support<br />Dell Hell & turnaround<br />Early warning<br />Domino&apos;s example<br />PR<br />Ford & The Ranger Station<br />Social Media news release<br />Social Media news room<br />25/09/2009<br />18<br />Introduction to Social Media<br />
  19. 19. Business to Business Scenarios<br />According to Dan Sears, you might consider the following:<br />Listen and monitor the online conversation<br />Gather product requirements and feedback<br />Alert customers of new product features, upcoming events<br />Introduce products to prospects<br />Develop advocates and Industry influencers<br />Reposition products and brands<br />Share information during tradeshows and events<br />Align and connect communities of interest and practice<br />Generate awareness and exposure (press release)<br />Social Media in a B2B contextblog post<br />25/09/2009<br />19<br />Introduction to Social Media<br />
  20. 20. Downsides<br />Motrin (as we’ve seen)<br />Dell Hell – turnaround to @DellOutlet & $3m sales<br />Copyright issues – sharing gets abused<br />Phishing / spam / identity theft<br />Time wasting<br />Time consuming<br />25/09/2009<br />20<br />Introduction to Social Media<br />
  21. 21. When?<br />sea turtle<br />25/09/2009<br />21<br />Introduction to Social Media<br />sea turtle<br />
  22. 22. When?<br />&quot;As I&apos;ve said many times, the future is already here. It&apos;s just not very evenly distributed.“ - William Gibson<br />25/09/2009<br />22<br />Introduction to Social Media<br />
  23. 23. How?<br />kevindooley<br />25/09/2009<br />23<br />Introduction to Social Media<br />
  24. 24. The four-step approach to the groundswell<br />P<br />O<br />S<br />T<br />PeopleAssess your customers’ social activities<br />Objectives Decide what you want to accomplish<br />StrategyPlan for how relationships with customers will change<br />TechnologyDecide which social technologies to use<br />
  25. 25. Listening<br />Talking<br />Energizing<br />Supporting<br />Embracing<br />Groundswell objectives<br />Roles<br />Research<br />Marketing<br />Sales<br />Support<br />Development<br />Key roles and their groundswell objectives<br />
  26. 26.<br />
  27. 27. What to do – practical steps<br />e.g. for Chantrey Vellacott DFK<br />Put together business case & get sign off?<br />Form team of interested parties & subject matter experts<br />POST exercise<br />Divvy out tasks & responsibilities<br /><ul><li>Measure before & after
  28. 28. Set up blog, twitter, photo, & video tools</li></ul>Integrate with website<br />Follow other people, comment on blogs, create interactions<br />Start slow, experiment, fail fast, learn quickly<br />Consider phased approach<br />Manage the Change internally<br /><ul><li>Keep stakeholders informed & happy</li></ul>Think long-term & keep at it<br />Hire a social media specialist!<br />25/09/2009<br />27<br />Introduction to Social Media<br />
  29. 29. What to do - strategy<br />Get someone in your team to read Groundswell<br />POST approach<br />5 ways of using social media<br />Demographics<br />Tech<br />Depends on existing infrastructure<br />Often, exploit what you already have<br />Combine<br />Tools are most powerful when used together<br />25/09/2009<br />28<br />Introduction to Social Media<br />
  30. 30. Social Media Panel Outlines Tips for Accountants<br />Protect your name<br />Establish goals & revisit them often<br />Commit<br />Find fans & potential employees<br />Consider multiple personalities<br />Act professional<br />Highlight area expertise<br />Ask questions<br />Don’t abandon face time<br /><br />25/09/2009<br />29<br />Introduction to Social Media<br />
  31. 31. Social Media & QuickBooks<br />Do Social Media Users Benefit?<br />By answering each other&apos;s questions<br />Influence the development and design of products they us<br />Power users can build reputation<br />Accountants can gain access to prospects in the social media community<br />Users can network<br />Link<br />Other platforms used<br />LinkedIn and Facebook to bring together QuickBooks experts<br />Other Intuit community websites<br />Meetup – find a QB consultant nearby<br /><ul><li>Also, blogs, wikis (to create a Tax Almanac), YouTube to showcase new release, Twitter, even Second Life!</li></ul>25/09/2009<br />30<br />Introduction to Social Media<br />
  32. 32. 25/09/2009<br />31<br />Introduction to Social Media<br />
  33. 33. 10 ways to measure social media success<br />Traffic<br />Interaction<br />Sales<br />Leads<br />Search marketing<br />Brand metrics<br />PR<br />Customer engagement<br />Retention<br />Profits<br />Props to Econsultancy<br />25/09/2009<br />32<br />Introduction to Social Media<br />
  34. 34. Social Media Measurement<br />Here&apos;s a framework for measuring social media:<br />Attention<br />Participation<br />Authority<br />Influence<br />Sentiment<br />25/09/2009<br />33<br />Introduction to Social Media<br />
  35. 35. Where? and Who?<br />sighmon<br />25/09/2009<br />34<br />Introduction to Social Media<br />
  36. 36. Walt Jabsco<br />25/09/2009<br />35<br />Introduction to Social Media<br />
  37. 37. Where? and Who?<br />Where?<br />Context<br />Internal<br />External<br />Stakeholders<br />Online and offline<br />“Top 2 inches”<br />Who?<br />Leadership sets the tone and example<br />Front line delivers<br />Management monitors, encourages, reports upwards<br />
  38. 38. Accountants who use Social Media<br />Dennis Howlett - @dahowlett<br />Mark Lee - @bookmarklee<br />Philip Woodgate - @philipwoodgate<br />Richard Murphy - @richardjmurphy<br />Glen Feechan - @glenfeechan<br />AT Accounting - @ataccounting<br />Stephen Slater - @cyberaccountant<br />Phil Richards - @bfcauk & @philrichards<br />Toni Hunter<br />@ToniHunter<br />The accountants’ guide to Twitter<br />Brought to you by:<br />Emily Coltman - @Ask_M<br />25/09/2009<br />37<br />Introduction to Social Media<br />
  39. 39. And finally…<br />Sister72<br />25/09/2009<br />38<br />Introduction to Social Media<br />
  40. 40. Phil Richards<br />“If you come from the &quot;intention&quot; just to get business, then its more difficult to take part ( IMHO ), if you come from the intention of sharing, helping, community etc.. then whilst business does come, its not the primary intention, and getting involved has more meaning.”<br />25/09/2009<br />39<br />Introduction to Social Media<br />
  41. 41. Why accountants should blog<br />Sharing what you know through a blog shows you care and provides the enabling medium that provides the context for collaboration among other professionals. <br />As the world becomes more specialised, I see collaboration as an increasingly important part of the professional landscape. <br />Gain a reputation for sharing knowledge and like minded people WILL come to your door.<br />The biggest benefit though comes through your ability to show your human-ness. <br />People deal with people and if they see authenticity expressed through your blog efforts then they are far more likely to identify with you as a person. <br />Given the professional reputation for being stuffy, that can&apos;t be a bad thing. <br />Agree? Dennis Howlett<br />25/09/2009<br />40<br />Introduction to Social Media<br />
  42. 42. Again, Dennis Howlett<br />[…] think more about communications, internally at first and how sharing information might better serve the practice. <br />Professionals should be looking for ways to better collaborate both internally and among their communities. We’re starting to see that at ion. <br />And it’s not about using these tools as direct marketing tools or gimmicks but about the indirect effects that arise out of your efforts at supporting those around you through the stories you tell. [my italics]<br />25/09/2009<br />41<br />Introduction to Social Media<br />
  43. 43. Military of Millennials article- Conclusion<br />“Most generations have a way of challenging their elders’ fundamental assumptions and ways of doing things.”<br />“Gen Y is poised to do the same — and in potentially constructive and original ways.”<br />“The job of today’s captains, majors, and colonels is to encourage and guide millennials and protect them from the senior officers who may not appreciate their unique qualities.”[!]<br />25/09/2009<br />42<br />Introduction to Social Media<br />
  44. 44. Sister72<br />Call to action<br />25/09/2009<br />43<br />Introduction to Social Media<br />
  45. 45. Souter Consulting Limited<br />What can I do for you?<br />Please contact me to see how we can work together!<br />Justin Souter<br /><br /><br />07717 725504<br />25/09/2009<br />44<br />Introduction to Social Media<br />
  46. 46. What to do (2)<br />Encourage<br />Put call out to those already interested<br />Provide environment to let this flourish<br />“Be Michael Dell”<br />Build up Social Capital<br />Rare face-to-face<br />Like indicators on a car on motorway<br />Build up goodwill<br />create context for positive interactions online<br />25/09/2009<br />45<br />Introduction to Social Media<br />