Slides for Newcastle Uni Renewable Energy, Enterprise & Management MSc - Social Media lecture
1. REEM & SOCIAL MEDIA
Justin Souter, MD
Souter Consulting Limited
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2. MSc Renewable Energy,
Enterprise & Management
First delivered in 2008, the MSc in Renewable Energy,
Enterprise and Management (REEM) provides fully
integrated renewable energy management and
enterprise training in order to deliver a broad view of
the renewable energy industry.
It is designed to be highly flexible, allowing
postgraduate students to study renewable energy and
business enterprise subjects either full-time or part-
time, and to study whilst remaining in full-time
employment.
Students on this programme will learn how to start up
and develop a business in the Renewable Energy
sector, with the opportunity to trade.
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3. So who are you?
Show of hands Work
– Facebook users – Startup
– Bloggers – Intrapreneur ;-)
– Twitter – Career change
– Post videos? What sort of help do
– Post photos? you need?
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4. So who am I?
Run my own business:
– Social Media strategy, implementation, outsource
– Helping customers work out how to best use their info
sharing tools
– Managing the people change
Worked for nearly 10 years for IT outsourcer
Bluffed at being a techie – am really a business
consultant
Native of the North East (Northumberland!)
Mentoring 2 students at Newcastle Uni
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5. Agenda
Context
Social Media for business
It‟s now the mainstream
Business level thoughts
Exercise for you
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6. Katie brief:
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“Something that will equip them with the
means to assess your material against
their own business ideas
– to see how they can use SM to promote, be
strategic, and set up their own businesses”
Start thinking about this now, as you‟ll be
doing an exercise in a little while! ;-)
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7. BASICALLY IT'S ABOUT HOW TO
USE THE SOCIAL MEDIA BIT OF
WEB 2.0 FOR YOUR BUSINESS
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8. History & context
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Internet
WWW
Traditional media online & then dot.com
bubble and bust
Web 2.0
Breaking down the barriers of the
traditional organisation
Cloud computing
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9. The penny has already dropped!
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10. It's hit the mainstream and a
10 recognised tool for business
Gulf oil spill
Punch above your weight
Dramatic ability to create buzz & influence
if you
– have something interesting / unique to say
– can create and maintain a community
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11. It's about telling your story in a
different communications channel
Text, photos, video, speech
Create human face for your brand
Building social capital
– Create more than you capture
– You're the sidekick for your community
It‟s new, but use existing expertise and
update it…
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12. Social Media Marketing
It's more than just setting up a Twitter
account, blog etc.
– It's about strategy
Build following around your brand, and
people willing to support you and tell their
friends
– Give you feedback, ideas
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13. It's
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interactive
brutally honest
real-time
a mindset, a fast-moving, dynamic way of
doing business
quite a commitment
not about how many followers you have, it‟s
about „whuffie‟
perfectly suited to Green issues
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14. Build a community to help
14 you
Get the message out
Get feedback
Get new ideas
Get introduced to key players
Gain momentum, confidence
Succeed, make £!
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15. Context
15
B2B
B2C
Internal
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16. PRACTICAL EXAMPLES
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23. Crisis Management
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24. Case Study – Social Media disaster
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25. Motrin: Twitter
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Social Media
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26. Business to Business Scenarios
According to Dan Sears, – Develop advocates and
you might consider the Industry influencers
following: – Reposition products and
brands
– Listen and monitor the
online conversation – Share information during
tradeshows and events
– Gather product
requirements and feedback – Align and connect
communities of interest and
– Alert customers of new practice
product features, upcoming
events – Generate awareness and
exposure (press release)
– Introduce products to
prospects Social Media in a B2B
context blog post
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Social Media
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27. Downsides
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Motrin (as we‟ve seen)
Dell Hell – turnaround to @DellOutlet &
$3m sales
Copyright issues – sharing gets abused
Phishing / spam / identity theft
Time wasting
Time consuming
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28. HOW?
kevindooley REEM &
Social Media
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35. Ernst-Jan Pfauth
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36. eco2oh
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37. nanpalmero
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38. enriqueburgosgarcia
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39. Katie brief:
43
“Something that will equip them with the
means to assess your material against
their own business ideas
– to see how they can use SM to promote, be
strategic, and set up their own businesses”
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40. Chief Executive I was talking with recently[!]
“THIS IS ABOUT DETERMINING A
FUTURE ONLINE CUSTOMER
COMMUNICATIONS STRATEGY”
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41. Technology
Sammy0716
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43. Mindset
websuccessdiva
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44. Next steps
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Set up tools
– Online
– Offline
– Integrate them
Start following people
– Twitter & RSS, subscribe to videos,
presentations
Start to find your own voice
It's about the long term
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45. There is also
49
Innovation
– Get your community to suggest where you go
next
Crowdsourcing
– Get folk to collaborate on your next project and
help de-risk it
Mashups - lightweight process-based
applications
Cloud
Use these tools to fast forward to credibility at
low cost
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46. Further materials
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Groundswell
Whuffie Factor
Good presos on Slideshare
– Social Media
– Enterprise
– Web & Enterprise 2.0
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47. Are you enterprising?
North East Access to Other networks
Finance – Netpark
Entrepreneurs Forum – Supermondays
Centre of Excellence One North East -
– Teesside http://onenortheast.co
– Tyneside .uk/page/business/en
– Wearside ergy.cfm
Business Link Guy Kawasaki – The
Art of the Start
Lots of support!
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48. Summary
It‟s about doing business … differently
It gives smaller players a massive leg-up
Cost can be limited to time spent doing (&
learning how to do)
It‟s here to stay whether we like it or not
You can just „fire & forget‟ by getting the
youngies to do it – you need to manage it
Start the journey now!
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50. Souter Consulting Limited
What can I do for you?
Please contact me to see how we can
work together!
Justin Souter
– http://souterconsulting.eu
– Justin.souter@souterconsulting.eu
– 07717 725504
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51. WHY?
bitzcelt
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Social Media
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52. Cause & effect – Adam Parker stylee
Measure Description Examples
Relevant coverage on publications, tweets about
Indicate that PR activity has made an
Activity your announcement/brand, YouTube
impact. views, downloads.
Twitter followers, readership of publication, authority
Assess potential influence of these
Qualification of blog, Page Rank. These can then be further
activities. distilled into overall measures.
Indicate the likelihood that the Referrals to your website from a particular piece of
coverage or Twitter activity; increased positive
activities measured will result in a
Indicator sentiment compared to the position prior to the PR
desired response of some kind either campaign; relative impact compared to other
now or in the future campaigns.
Lead generation, sign
Actual desired responses that
Action ups, attendance at 57an
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REEM &
event, sales.
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56. ROI = actualized potential.
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57. 10 ways to measure social media success
1. Traffic 6. Brand metrics
2. Interaction 7. PR
3. Sales 8. Customer
4. Leads engagement
5. Search marketing 9. Retention
10.Profits
Props to Econsultancy
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58. Resources
Yongfook / Egg & Co
Oliver Blanchard
Adam Parker
Dave McClure
My Delicious links on ROI
Other links are embedded on the slides…
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59. AND FINALLY…
REEM &
Sister72 Social Media
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60. Phil Richards
“If you come from the "intention" 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.”
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61. Why accountants should blog
“The biggest benefit though comes
through your ability to show your human-
ness.
– 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.
– Given the professional reputation for being
stuffy, that can't be a bad thing.
– Agree?” Dennis Howlett
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