Social media and_business

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Social media and_business

  1. 1. Social Media and business<br />By<br />IFG Workshop 2 June 2011<br />Mike Parsons and Mary Rose<br />1<br />
  2. 2. Aims of Session<br /><ul><li>Builds on conclusions from online collaboration session</li></ul>                - Business objectives<br />                - People<br />                - Technology<br /> <br /><ul><li>Explains the importance of social media
  3. 3. Help you focus on the social media objectives of your business
  4. 4. Helps you get started </li></ul> <br /> <br /> <br />2<br />
  5. 5. What we will cover<br /> <br /> How do networks work?<br /> Why does social media matter?<br /> Benefits and challenges<br /> The Tools<br />  Getting Started<br /> Questions to ask<br /> Measuring Results<br /> The Future<br />3<br />
  6. 6. Facebook likened to an eighteenth century coffee house<br /> <br />4<br />
  7. 7. 'Credit is like a maiden's virtue, once lost it is lost forever' Daniel Defoe,  1727<br /> <br />5<br />
  8. 8. The square mile a hub of business intelligence and gossip<br /> <br />6<br />
  9. 9. So how are things different in 2011?<br /><ul><li>Geographical limits removed
  10. 10. Doesn't need to be  'real time'
  11. 11. Customers involved 
  12. 12. Technology awareness vital
  13. 13. Real estate has gone digital - LinkedIn, Google etc</li></ul>7<br />
  14. 14. Origins of Social Media<br />8<br />
  15. 15. Why does Social Media Matter for Business<br />A lovely introduction to why social media matters for business:<br />9<br />
  16. 16. Why Social Media Matters<br />What's happening in principle? <br />Media and businesses no longer control the agenda<br />who does?<br />the consumer <br />the dangers?<br />  <br />10<br />
  17. 17. Why Social Media Matters<br />Stage 1<br />- consumers to do things for themselves<br />- create news <br />-buy/sell products to others <br />-customers do own admin <br />eg online purchases - products/airline/ <br />Stage 2<br />in doing all this businesses or consumers can act to engage by creating community <br />11<br />
  18. 18. Why  Social Media Matters<br />Key reasons:<br />Defensive and Offensive : Rules of Game have changed <br />Without Social Media expertise you are at risk<br />Rules of the marketing game have changed<br /> <br />New lower cost marketing strategy than print advertising and PR <br /> <br />Important for B2C and B2B<br />12<br />
  19. 19. Benefits of Social Media<br /><ul><li>Cost effective
  20. 20. Reach a wider audience
  21. 21. Generate new leads
  22. 22. Gain operational efficiency
  23. 23. Increase traffic to your website
  24. 24. Share information easily
  25. 25. Improve communication and collaboration
  26. 26. Build loyalty
  27. 27. Ability to respond/defend when problems</li></ul>13<br />
  28. 28. Limitations of Social Media<br /><ul><li>User-generated content by customers requires moderation
  29. 29. Security and privacy issues
  30. 30. Difficult to reach critical mass
  31. 31. Managing change internally and externally
  32. 32. Brand exposure & transparency: both positive and negative comments egTripAdvisor, Amazon
  33. 33. Time and cost of implementation & maintenance
  34. 34. Need to be used carefully and strategically</li></ul>14<br />
  35. 35. Social Media - the big 4 <br />   <br />with employees <br />with customers <br />with suppliers <br />15<br />
  36. 36. Social Media Tools<br /> <br />16<br />
  37. 37. Social Media Tools<br /> <br />17<br />
  38. 38. Getting Started with Social Media<br />Questions to ask before you start with social media :<br />What is needed and what is possible?<br />People<br />Objectives<br />Strategies<br />Technology <br /> <br /> <br />18<br />
  39. 39. Behind POST<br />People  : Who are your customers? How do they engage?<br /> What excites them?<br />What are they saying about your company, sector, product area?<br />19<br />
  40. 40. People : what are they saying?<br />Social Media Monitoring Tools<br />eg : http://www.icerocket.com <br />http://www.socialmention.com<br />List for reference http://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed/<br />20<br />
  41. 41. Behind POST<br />Objectives : <br />What do you hope to gain for your business? - eg Marketing? Customer interaction? Customer innovation?<br />21<br />
  42. 42. Behind POST<br />Strategy How do you want relations with cusomers/employees to change?<br />22<br />
  43. 43. Behind POST<br />Technology <br />What tools are right for the job?<br />23<br />
  44. 44. Guidelines <br /> <br /><ul><li>Update frequently
  45. 45. Content strategy
  46. 46. Right Social Media Mix
  47. 47. Be Human, Honest & Authentic
  48. 48. Educate, Entertain & Enlighten (3Es)
  49. 49. Give & Take
  50. 50. Participate & Engage
  51. 51. Passion, Enthusiasm & Commitment
  52. 52. Acknowledge & Reward Participation</li></ul>24<br />
  53. 53. What to avoid<br /><ul><li>Trying to be Everywhere
  54. 54. Talking to Everyone about Everything
  55. 55. Trying to Please Everyone
  56. 56. Too Many Inactive Users
  57. 57. No Content Strategy
  58. 58. Hiding Behind Your Brand
  59. 59. Being Too Loud
  60. 60. Not listening to your audience
  61. 61. Forgetting to reward participation</li></ul>25<br />
  62. 62. Steps towards getting started <br />Define plan and objectives<br />Involve employees<br />Get closer to customers<br />Think like a journalist and publisher<br />Create a community <br />Measure what is most important<br />26<br />
  63. 63. Measuring Results <br />27<br />
  64. 64. Future Developments<br />Think mobile !<br />2D Barcodes <br />Mountain Riders use 2D<br />28<br />
  65. 65. 29<br />
  66. 66. Questions for Group Discussion (1)<br />1. Which social media tools do you use and how?<br />    a) Personally<br />    b) In your business<br />2. What challenges do you see in adopting social media for your business?<br />2. What are your aims in adopting social media?<br />3. Who are your customers and how do they use social media? <br /><ul><li>Discuss in groups.
  67. 67. Summarise on flip chart
  68. 68. One person from each group act feedback to whole course.</li></ul>30<br />
  69. 69. 31<br />
  70. 70. From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft Interview<br />Identify :<br />1 Good practice<br />2 Challenges<br />3 Ideas for your business <br />Write on Post Its and put on Flip chart for each case study<br />Afternoon discussion/feedback session<br />1 Group to summarisefindings from flipchart nearest your table<br />2. One person from each table to feedback to whole course<br />32<br />
  71. 71. OMM case study <br />event of 2008 <br />Seathwaite, Borrowdale, Cumbria   <br />33<br />
  72. 72. The business<br />an event<br />founded 1968 <br />2 day mountain marathon<br />for teams of 2 carrying all equipment and food for days days unsupported <br />overnight camp with c1200 tents. no support other than water.   <br />  <br />product design <br />development <br />manufacturing<br />sales <br />packs and clothing <br />lightweight and suited for adventure racing events <br />34<br />
  73. 73. 2008 SeathwaiteBorrowdale<br /> <br />35<br />
  74. 74. Event <br />event merchandise <br />tees <br />sweats <br />etc <br />a high kudos event <br />a status symbol<br />car stickers   <br />3,000 competitors <br />was first UK event to be reported on website during period of event <br />forum <br />community<br />equipment used over weekend more value than London marathon (40,000 runners)<br />  <br />36<br />
  75. 75. 2008 Seathwaite Borrodale <br />Storm hit 2 days prior and cleared through <br />forecast was second storm Saturday <br />sunshine by Sunday afternoon - prize giving.  <br />second storm extremely violent with sever flooding<br />Honister quarry <br />Press call <br />Dunkirk spirit <br />Mark Weir <br />morgue for 1700 people     <br />37<br />
  76. 76. Telecoms in Borrowdale <br />very very basic<br />why?  <br /> <br />38<br />
  77. 77. PRESS reactions <br />TV got into overnight camp <br />deluge of calls from 7am   <br />my press man arrived back through floods <br />mike - you have ............<br />BBC <br />lets check facts before we go live<br />no one dead I hope<br />how many injured?<br />one reporter to boss <br />I cannot find not a single person willing to slag off the organisers.     <br />39<br />
  78. 78. Results by Monday am <br />3,000 articles around teh world from China - NZ - SA<br />and Fox news USA <br />all 7 nat dailies in UK carried at least 1 page usually 2 <br />barrage of requests for interviews  <br /> <br /> <br />40<br />
  79. 79. Interviews <br />25 interviews over 5 days <br />radio TV etc   <br />issues raised and why <br />police attitudes <br />41<br />
  80. 80.  <br /> <br /> <br />42<br />
  81. 81. Wiggly Wigglers Case Study : Business to Consumer<br />Wiggly Wigglers 2008 Dell Small Business Award<br />Customer Catalogue development using wiki<br />Podcasts and blogs<br />Facebook page<br />Why Heather Gorringe uses Social Media <br />80% saving on advertising budget <br /> <br />43<br />
  82. 82.  <br /> <br /> <br />44<br />
  83. 83. From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft Interview<br />Identify :<br />1 Good practice<br />2 Challenges<br />3 Ideas for your business <br />Write on Post Its and put on Flip chart for each case study<br />Afternoon discussion/feedback session<br />1 Group to summarisefindings from flipchart nearest your table<br />2. One person from each table to feedback to whole course<br />45<br />
  84. 84. Some questions to take away (2) <br />1How  do  you  communicate  with  your  customers? <br />How could it be improved? <br />2.  Do  you  collaborate  and  seek  feedback  from <br />your customers? <br />3.  What do your customers value most about your company? How might this be addressed using social media?<br />4.  What are your competitors’ social media  strategies? <br />46<br />

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