Get Connected - Building a Social Media Roadmap


Published on

Get Connected 2-hour workshop by Michael Rees and Des Walsh at Bond University Club, Gold Coast under the auspices of the Centre for Executive Education and the School of IT at Bond University.

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

  • Be the first to like this

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

No notes for slide

Get Connected - Building a Social Media Roadmap

  1. 1. CENTRE FOR EXECUTIVE EDUCATION Get Connected <ul><li>Why it makes sense to develop a Social Media Roadmap </li></ul><ul><li>Des Walsh & Michael Rees </li></ul><ul><li>Bond University – 25 th August 2009 </li></ul>
  2. 2. The Speakers <ul><li>Michael Rees </li></ul><ul><ul><li>Researching Web 2.0 technology for 10 years </li></ul></ul><ul><ul><li>Visiting researcher at NICTA on Social & Professional Interoperable Networks project </li></ul></ul><ul><ul><li>Chair Social Media Club, Gold Coast </li></ul></ul><ul><li>Des Walsh </li></ul><ul><ul><li>Social Media strategist & business coach </li></ul></ul><ul><ul><li>Author, 7 Step Business Blog, co-author LinkedIn for Recruiting </li></ul></ul><ul><ul><li>Member, Social Media Club Advisory Board </li></ul></ul>
  3. 3. Workshop 5 Point Plan <ul><li>We explain some terms like “social media” </li></ul><ul><li>We explain why it matters </li></ul><ul><li>We show what businesses are doing </li></ul><ul><li>We show you some tools and help you connect the theory with your needs </li></ul><ul><li>We get you started on your own social media roadmap </li></ul>
  4. 4. What’s “Social Media”? <ul><ul><li>Social media is online content created by people using highly accessible and scalable publishing technologies . </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul>
  5. 5. In other words <ul><li>People having conversations online </li></ul><ul><li>using new, smarter tools </li></ul><ul><li>dialogue not monologue </li></ul>
  6. 6. Angela Connor <ul><li>“ We are now living in the conversation age, where one-way communication is no longer acceptable or desired. People want to engage and discuss, react and interact.” </li></ul><ul><li>“ It is no longer effective to have an online presence without interaction.” </li></ul>
  7. 7. Obstacles to Adoption <ul><li>Technology : appears complex but simple solutions exist, and getting simpler </li></ul><ul><li>Privacy : awareness and management </li></ul><ul><li>Expense : </li></ul><ul><ul><li>Zero or low dollar cost </li></ul></ul><ul><ul><li>Cost in time: significant but can use an incremental approach </li></ul></ul><ul><li>Risk of online attack : risk management process solutions exist </li></ul>
  8. 8. Emerging Technologies Social Media Corporate Blogging Web 2.0 Cloud Computing
  9. 9. Some Social Media Tools Facebook Twitter LinkedIn Newsfeeds
  10. 10. Web 2.0
  11. 11. Example: Twitter <ul><li>Very simple user interface - Demo </li></ul>
  12. 12. Business Use of Twitter <ul><li>A place to connect, learn, and listen </li></ul><ul><li>Define your goals, e.g. networking, business promotion, socializing, and so on </li></ul><ul><li>Twitter search for relevant terms to discover people to follow – no more than 150 </li></ul><ul><li>Carefully design your Twitter badge </li></ul><ul><li>Devote time daily </li></ul><ul><li>Takes a long time to build following and develop trust, but takes only one tweet to alienate your followers! </li></ul>
  13. 13. So why should we care?
  14. 14. It’s “the end of business as usual”
  15. 15. Cluetrain Manifesto <ul><li>Markets are conversations </li></ul><ul><li>Talk is cheap </li></ul><ul><li>Silence is fatal </li></ul>
  16. 16. The Social Media Business Case <ul><li>The magnitude of change – a billion people online </li></ul><ul><li>The value of personal </li></ul><ul><li>Connecting with customers </li></ul><ul><li>Richard Binhammer, Dell - @richardatdell </li></ul>
  17. 17. Fast companies get it
  18. 18. It’s Where Your Customers Are
  19. 19. But it can get complicated If that’s what you want
  20. 21. So why bother?
  21. 22. Risk management <ul><li>Yum/Taco Bell’s rats in the restaurant </li></ul><ul><li>The Dominos lads </li></ul><ul><li>Mike Arrington and Comcast </li></ul><ul><li>And the man who took on British Telecom </li></ul>
  22. 23. Kryptonite Example Virgin Voyeur Magazine August 2009
  23. 24. Consumers have a big audience <ul><li>The man who got BT’s attention </li></ul><ul><li>@Comcastcares </li></ul><ul><li>Chris Gilbey and Telstra </li></ul><ul><ul><li>“Telstra responds to blog complaints faster than to phone complaints” </li></ul></ul>
  24. 25. Social media engagement works
  25. 26. Dell Makes Millions from Twitter
  26. 27. Relevance for Gold Coast?
  27. 28. States of Tworigin Source: Google Insights for Search
  28. 29. Global economy <ul><li>Global Office Locations Qld Government </li></ul><ul><li>Europe Office - London </li></ul><ul><li>US Office - Los Angeles </li></ul><ul><li>China Offices – Shanghai, Beijing, Guangzhou </li></ul><ul><li>Hong Kong and Southern China Office </li></ul><ul><li>Taiwan Office - Taipei </li></ul><ul><li>Japan Office - Tokyo </li></ul><ul><li>Korea Office - Seoul </li></ul><ul><li>India Office - Bangalore </li></ul><ul><li>Saudi Arabia Office - Riyadh </li></ul><ul><li>United Arab Emirates Office - Abu Dhabi </li></ul>
  29. 30. Local Case Study 1 <ul><li>Gold Coast manufacturer </li></ul><ul><ul><li>Does not appear on Google under basic keyword search </li></ul></ul><ul><ul><li>Only one of top three execs findable on LinkedIn and that exec has virtually no info on profile </li></ul></ul><ul><ul><li>People in their market are typically on LinkedIn and use Web to “pre-shop” </li></ul></ul>
  30. 31. It worked for Tourism Qld
  31. 32. Local Case Study 2 <ul><li>Gold Coast service provider </li></ul><ul><ul><li>Unfindable with keywords </li></ul></ul><ul><ul><li>Has stand in local shopping centre </li></ul></ul><ul><ul><li>No web presence </li></ul></ul><ul><ul><li>Who said “recession”? </li></ul></ul>
  32. 34. Facebook for Business <ul><li>Manage your profile </li></ul><ul><ul><li>Business account with complete profile </li></ul></ul><ul><ul><li>Follow Facebook rules for business accounts </li></ul></ul><ul><ul><li>Post casual brand photos, newsletter links </li></ul></ul><ul><li>Connect and share with others </li></ul><ul><ul><li>Create vanity URL, use in email signature </li></ul></ul><ul><ul><li>Post articles, resources, business events </li></ul></ul><ul><ul><li>Discounts, offers, survey results </li></ul></ul><ul><ul><li>Use Facebook Beacon for ads? </li></ul></ul><ul><li>Use Network, Group and Fan pages </li></ul><ul><ul><li>Join network </li></ul></ul>
  33. 36. Feed Readers <ul><li>RSS = “Really Simple Syndication” – the format of newsfeeds </li></ul><ul><li>Feed readers consume and organise newsfeeds </li></ul><ul><li>Google Reader – Feeddemon </li></ul>
  34. 37. Blogs <ul><li>“ Blog”= “web+log” - think live, engaged, freshly updated website </li></ul><ul><li>Websites on steroids </li></ul><ul><li>Search engines love blogs </li></ul><ul><li>Free on your own server or $20 a month </li></ul><ul><li>Typepad 1 mth free trial, WordPress, etc </li></ul><ul><li>Levels the playing field for small business </li></ul>
  35. 39. Measuring Success <ul><li>Plenty of tools, free and paid </li></ul><ul><ul><li>Google Analytics, Twitter Analyzer </li></ul></ul><ul><ul><li>Radian6, techrigy, BuzzNumbers </li></ul></ul><ul><li>Different things to measure </li></ul><ul><ul><li>Sales, “sentiment”, staff/customer churn, etc </li></ul></ul>
  36. 41. Starter Kit <ul><li>News Feeds </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blog </li></ul>
  37. 42. Your Turn
  38. 43. 5 Social Media Roadmap Rules <ul><li>It’s a conversation not a monologue </li></ul><ul><li>Your goals are the ones that matter </li></ul><ul><li>There is probably a tool for what you want to do and chances are it’s free </li></ul><ul><li>There is probably a group you can join and chances are it’s free. </li></ul><ul><li>If you meet a guru on the road, kill him! ( with apologies to Zen Master Linji ) </li></ul>
  39. 44. “ Please sir, I want some more”
  40. 45. Yes, there is more <ul><li>Refresher webinar one month from now </li></ul><ul><li>Web site resources </li></ul><ul><li>Our email addresses </li></ul><ul><li>Much, Much More </li></ul><ul><li>Full day workshop at Bond, Oct 2nd </li></ul>