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REEM & SOCIAL MEDIA

    Justin Souter, MD
 Souter Consulting Limited



  19/05/2010   REEM & Social Media - (c) Souter C...
MSc Renewable Energy,
   Enterprise & Management
 First delivered in 2008, the MSc in Renewable Energy,
  Enterprise and ...
So who are you?
 Show of hands                          Work
  –   Facebook users                           – Startup
  ...
So who am I?
 Run my own business:
   – Social Media strategy, implementation, outsource
   – Helping customers work out ...
Agenda
   Context
   Social Media for business
   It‟s now the mainstream
   Business level thoughts
   Exercise for ...
Katie brief:
6


     “Something that will equip them with the
      means to assess your material against
      their ow...
BASICALLY IT'S ABOUT HOW TO
USE THE SOCIAL MEDIA BIT OF
WEB 2.0 FOR YOUR BUSINESS
      19/05/2010   REEM & Social Media -...
History & context
8


     Internet
     WWW
     Traditional media online & then dot.com
      bubble and bust
     W...
The penny has already dropped!




        19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   9
It's hit the mainstream and a
10   recognised tool for business
      Gulf oil spill
      Punch above your weight
     ...
It's about telling your story in a
different communications channel
 Text, photos, video, speech
 Create human face for ...
Social Media Marketing
 It's more than just setting up a Twitter
  account, blog etc.
  – It's about strategy
 Build fol...
It's
13


      interactive
      brutally honest
      real-time
      a mindset, a fast-moving, dynamic way of
     ...
Build a community to help
14              you
        Get the message out
        Get feedback
        Get new ideas
  ...
Context
15


      B2B
      B2C
      Internal




           REEM & Social Media - (c) Souter Consulting Limited 2010...
PRACTICAL EXAMPLES


     19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   17
DaGoaty

Social Media effectiveness - Rozmic




          19/05/2010   REEM & Social Media - (c) Souter Consulting Limite...
Recruitment




19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   19
Marketing




19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   20
Focus group / feedback




     19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   21
Customer support




  19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   22
Early warning




19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   23
Crisis Management




   19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   24
Case Study – Social Media disaster




        19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   25
Motrin: Twitter




                        REEM &
                   Social Media
 19/05/2010   27    - (c) Souter
      ...
Business to Business Scenarios
  According to Dan Sears,            – Develop advocates and
   you might consider the    ...
Downsides
29


      Motrin (as we‟ve seen)
      Dell Hell – turnaround to @DellOutlet &
       $3m sales
      Copyri...
HOW?

                         kevindooley        REEM &
                                       Social Media
       19/05/...
The four-step approach to the groundswell


 P                     People
                       Assess your customers‟ so...
Key roles and their groundswell objectives

                                    Roles                                   Gr...
WHAT?
                      nolifebeforecoffee
                                        REEM &
                            ...
Matt Hamm




            19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   35
10ch




       19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   36
Mike Licht,
NotionsCapital.com




                     19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2...
Ernst-Jan Pfauth




                   19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   39
eco2oh




         19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   40
nanpalmero




             19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   41
enriqueburgosgarcia




                      19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   42
Katie brief:
43


      “Something that will equip them with the
       means to assess your material against
       thei...
Chief Executive I was talking with recently[!]

“THIS IS ABOUT DETERMINING A
FUTURE ONLINE CUSTOMER
COMMUNICATIONS STRATEG...
Technology




Sammy0716




            19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   45
Social Movement




Paul Keller




                19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010 ...
Mindset




                                                            websuccessdiva


19/05/2010   REEM & Social Media ...
Next steps
48


      Set up tools
       – Online
       – Offline
       – Integrate them
      Start following people...
There is also
49


      Innovation
       – Get your community to suggest where you go
         next
      Crowdsourcin...
Further materials
50


      Groundswell
      Whuffie Factor
      Good presos on Slideshare
       – Social Media
   ...
Are you enterprising?
 North East Access to                 Other networks
  Finance                                    ...
Summary
 It‟s about doing business … differently
 It gives smaller players a massive leg-up
 Cost can be limited to tim...
http://pwnwear.com/2009/11/06/keybinding-do-it/




            19/05/2010   REEM & Social Media - (c) Souter Consulting L...
Souter Consulting Limited
 What can I do for you?
 Please contact me to see how we can
  work together!

 Justin Souter...
WHY?
                    bitzcelt

                                         REEM &
                                    Soc...
Cause & effect – Adam Parker stylee

 Measure                        Description                                          ...
19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   59
19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   60
19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   61
ROI = actualized potential.




    19/05/2010   REEM & Social Media - (c) Souter Consulting Limited 2010   63
10 ways to measure social media success

1.   Traffic              6. Brand metrics
2.   Interaction          7. PR
3.   S...
Resources
   Yongfook / Egg & Co
   Oliver Blanchard
   Adam Parker
   Dave McClure
   My Delicious links on ROI
   ...
AND FINALLY…
                                       REEM &
                       Sister72   Social Media
     19/05/2010 ...
Phil Richards
 “If you come from the "intention" just to get
  business, then its more difficult to take part
  ( IMHO ),...
Why accountants should blog
  “The biggest benefit though comes
   through your ability to show your human-
   ness.
   –...
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Slides for Newcastle Uni Renewable Energy, Enterprise & Management MSc - Social Media lecture

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Slides for Newcastle Uni Renewable Energy, Enterprise & Management MSc - Social Media lecture

  1. 1. REEM & SOCIAL MEDIA Justin Souter, MD Souter Consulting Limited 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 1
  2. 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. 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 2
  3. 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? 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 3
  4. 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 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 4
  5. 5. Agenda  Context  Social Media for business  It‟s now the mainstream  Business level thoughts  Exercise for you 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 5
  6. 6. Katie brief: 6  “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! ;-) REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  7. 7. BASICALLY IT'S ABOUT HOW TO USE THE SOCIAL MEDIA BIT OF WEB 2.0 FOR YOUR BUSINESS 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 7
  8. 8. History & context 8  Internet  WWW  Traditional media online & then dot.com bubble and bust  Web 2.0  Breaking down the barriers of the traditional organisation  Cloud computing REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  9. 9. The penny has already dropped! 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 9
  10. 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 REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  11. 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… 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 11
  12. 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 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 12
  13. 13. It's 13  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 REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  14. 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 £! REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  15. 15. Context 15  B2B  B2C  Internal REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  16. 16. PRACTICAL EXAMPLES 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 17
  17. 17. DaGoaty Social Media effectiveness - Rozmic 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 18
  18. 18. Recruitment 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 19
  19. 19. Marketing 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 20
  20. 20. Focus group / feedback 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 21
  21. 21. Customer support 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 22
  22. 22. Early warning 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 23
  23. 23. Crisis Management 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 24
  24. 24. Case Study – Social Media disaster 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 25
  25. 25. Motrin: Twitter REEM & Social Media 19/05/2010 27 - (c) Souter Consulting
  26. 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 REEM & Social Media 19/05/2010 28 - (c) Souter Consulting
  27. 27. Downsides 29  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 REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  28. 28. HOW? kevindooley REEM & Social Media 19/05/2010 30 - (c) Souter Consulting
  29. 29. The four-step approach to the groundswell P People Assess your customers‟ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which social technologies to use 31 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  30. 30. Key roles and their groundswell objectives Roles Groundswell objectives Research Listening Marketing Talking Sales Energizing Support Supporting Development Embracing 32 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
  31. 31. WHAT? nolifebeforecoffee REEM & Social Media 19/05/2010 34 - (c) Souter Consulting
  32. 32. Matt Hamm 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 35
  33. 33. 10ch 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 36
  34. 34. Mike Licht, NotionsCapital.com 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 37
  35. 35. Ernst-Jan Pfauth 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 39
  36. 36. eco2oh 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 40
  37. 37. nanpalmero 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 41
  38. 38. enriqueburgosgarcia 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 42
  39. 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” REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  40. 40. Chief Executive I was talking with recently[!] “THIS IS ABOUT DETERMINING A FUTURE ONLINE CUSTOMER COMMUNICATIONS STRATEGY” 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 44
  41. 41. Technology Sammy0716 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 45
  42. 42. Social Movement Paul Keller 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 46
  43. 43. Mindset websuccessdiva 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 47
  44. 44. Next steps 48  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 REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  45. 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 REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  46. 46. Further materials 50  Groundswell  Whuffie Factor  Good presos on Slideshare – Social Media – Enterprise – Web & Enterprise 2.0 REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010
  47. 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! 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 51
  48. 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! 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 52
  49. 49. http://pwnwear.com/2009/11/06/keybinding-do-it/ 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 54
  50. 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 REEM & Social Media 19/05/2010 55 - (c) Souter Consulting
  51. 51. WHY? bitzcelt REEM & Social Media 19/05/2010 56 - (c) Souter Consulting
  52. 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 19/05/2010 resulted. Social Media - (c) Souter Consulting Limited 2010 REEM & event, sales.
  53. 53. 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 59
  54. 54. 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 60
  55. 55. 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 61
  56. 56. ROI = actualized potential. 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 63
  57. 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 REEM & Social Media 19/05/2010 64 - (c) Souter Consulting
  58. 58. Resources  Yongfook / Egg & Co  Oliver Blanchard  Adam Parker  Dave McClure  My Delicious links on ROI  Other links are embedded on the slides… 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 65
  59. 59. AND FINALLY… REEM & Sister72 Social Media 19/05/2010 66 - (c) Souter Consulting
  60. 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.” 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 67
  61. 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 19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 68

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