The Benefits of Social Media for Business


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This presentation provides an introduction to the full spectrum of social media from marketing output amplification and customer engagement to business productivity, reputation building and brand development. The presentation will answer questions such as how will my business benefit from social technologies, platforms, tools and services, how do I maintain control of my assets and maintain an effective presence with minimal costs and which area of my business should I apply social media to first?

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  • Business is always looking for ROI… return on investment. With Social Media and Social Technology it is important to consider ROE… return on engagement.
  • The Benefits of Social Media for Business

    1. 1. May - June 2010 Transformational ICT The Benefits of Social Media for Business
    2. 2. Identity WEBTREATS etc How many icons do you recognise? #TICTEM10
    3. 3. Agenda <ul><li>Social Media – Quick reminder </li></ul><ul><li>7 Roads methodology </li></ul><ul><li>Social Media in action </li></ul><ul><li>Successful engagement </li></ul><ul><li>Making it simple </li></ul><ul><li>3 Point Action Plan </li></ul>
    4. 4. Where do we go from here?
    5. 5. Old Media vs. New Media <ul><li>“ Don't add technology to the way you do things, change the way you do things when you see what the technology can do.” </li></ul><ul><li>Marcus Romer </li></ul><ul><li>Artistic Director - Pilot Theatre Company. </li></ul>
    6. 6. Social Media <ul><li>The online tools and platforms that people use to share opinions, insights, experiences , and perspectives with each other. </li></ul><ul><li>Social media can take many different forms, including text, images, audio, and video. </li></ul><ul><li>Popular social mediums include blogs, message boards, podcasts, wikis. </li></ul>
    7. 7. 7 Roads of Social Media <ul><li>Generate new leads / find work? </li></ul><ul><li>Provide customer service? </li></ul><ul><li>Improve customer retention? </li></ul><ul><li>Increase your knowledge? </li></ul><ul><li>Competitors alignment & metrics? </li></ul><ul><li>Establish your authority as an expert? </li></ul><ul><li>Do business more productively? </li></ul>
    8. 8. Business Benefits <ul><li>Cost effective web updates </li></ul><ul><li>Greater control of your web content </li></ul><ul><li>Boosted organic Google listings </li></ul><ul><li>Cost reduction on printed materials </li></ul><ul><li>Strengthens networked connections </li></ul><ul><li>Collaborative knowledge sharing </li></ul>
    9. 9. What can it do? <ul><li>Greater access marketing materials </li></ul><ul><li>Greater reach marketing materials </li></ul><ul><li>Facilitates word of mouth sharing </li></ul><ul><li>Enables viral sharing </li></ul><ul><li>Increases repeat business </li></ul><ul><li>Rewards advocacy </li></ul>
    10. 10. Tell me... <ul><li>When do you feel least in control of your online activity? </li></ul><ul><li>When do you feel most in control of your online activity? </li></ul>
    11. 11. Time <ul><li>Email updates </li></ul><ul><li>Mobile updates </li></ul><ul><li>User generated content </li></ul><ul><li>Voice to text </li></ul><ul><li>Webinars </li></ul><ul><li>RSS </li></ul>
    12. 12. Webinars <ul><li>Team building </li></ul><ul><li>Cost saving </li></ul>
    13. 13. The big three
    14. 14. Facebook – is it safe?
    15. 15. Facebook – what’s on offer? <ul><li>Status Updates </li></ul><ul><li>Groups & Fan Pages </li></ul><ul><li>Forum discussions </li></ul><ul><li>Notice Boards / Wall </li></ul><ul><li>RSS Feeds </li></ul><ul><li>PPC targeted advertising </li></ul><ul><li>Video & Photos </li></ul><ul><li>IM live chat </li></ul>
    16. 16. The State of Facebook <ul><li>News Feed </li></ul><ul><li>Profile </li></ul><ul><li>Groups </li></ul><ul><li>Pages </li></ul><ul><li>Applications </li></ul><ul><li>Likes </li></ul>
    17. 17. Facebook Groups Nov 2008 1,623 members 2064 1195 140 745 341 800 August 2009 3,539 members 6 Scotland based Groups May 2010 5,285 members
    18. 18. Do they like you? <ul><li>Shows up in “News Feed” </li></ul><ul><li>Individual products </li></ul><ul><li>Specific product marketing </li></ul><ul><li>Page approval </li></ul>
    19. 19. Twitter
    20. 20. Micro blogging
    21. 21. Twitter - land <ul><li>Stats & Analytics tools </li></ul><ul><li>Tacking conversations </li></ul><ul><li>Many Tweets in one stream </li></ul><ul><li>Twitter central control </li></ul><ul><li>Promotions </li></ul><ul><li>Backchannel </li></ul><ul><li>Research </li></ul>
    22. 22. Engage & Listen <ul><li>Reinforce existing connections </li></ul><ul><li>Stay informed </li></ul>
    23. 23. Community & Collaboration <ul><li>Recent activity </li></ul><ul><li>Status updates </li></ul><ul><li>Personal profiles </li></ul><ul><li>Groups </li></ul><ul><li>Forums </li></ul><ul><li>Blog / Notice board </li></ul><ul><li>Events calendar </li></ul><ul><li>IM live chat </li></ul><ul><li>Photos / Video / Audio </li></ul><ul><li>Measurable stats </li></ul>
    24. 24. Social Media in action
    25. 25. Sample campaign <ul><li>Campaign </li></ul><ul><li>Goals </li></ul><ul><li>Promotion </li></ul><ul><li>Cost to create (including time spent) </li></ul><ul><li>Reaction </li></ul>Slideshow and accompanyingblog post demonstrating ROI
    26. 26. Adding perspective <ul><li>Visitor time spent at the target media </li></ul><ul><li>Flickr and Twitter views </li></ul><ul><li>View from embeds </li></ul><ul><li>URL shortener clicks </li></ul>Figures taken from an original presentation created by Julie Delvaux
    27. 27. ROI Price List <ul><li>Unique visit to the blog post - £1 ( timed by av. time on post) </li></ul><ul><li>Each returning blog visit - £1.50 </li></ul><ul><li>A view on SlideShare (excl. embeds) - £1 </li></ul><ul><li>A view from embeds - £2 </li></ul><ul><li>A view of the screen grab on Flickr - £0.50 </li></ul><ul><li>A view of the link on Twitter/ - £0.50 </li></ul><ul><li>A comment - £1.50 </li></ul><ul><li>A SlideShare download - £1.50 </li></ul><ul><li>A fave on SlideShare - £1.50 </li></ul><ul><li>An embed from SlideShare - £1.50 </li></ul><ul><li>A Flickr click-through - £1.50 </li></ul><ul><li>A Twitter click-through - £1.50 </li></ul>
    28. 28. ROI – Worth vs. Return <ul><li>Can you relate social media engagement to purchases? </li></ul><ul><li>What metric are currently in place to measure existing business ROI? </li></ul><ul><li>What is your goal with each social media campaign? </li></ul><ul><li>How are you going to measure the goal? </li></ul><ul><li>Does authority and reputation have a monetary equation? </li></ul>
    29. 29. Social Media in action Manchester International Festival
    30. 30. Old Media meets New Media <ul><li>Magazines </li></ul><ul><li>Papers </li></ul><ul><li>Fliers </li></ul><ul><li>Posters </li></ul><ul><li>Programs </li></ul><ul><li>Business Cards </li></ul><ul><li>Buses </li></ul><ul><li>Signs </li></ul><ul><li>T-Shirts </li></ul>
    31. 31. Engagement <ul><li>QR codes </li></ul><ul><li>Geo-location </li></ul>
    32. 32. Events & conferences
    33. 33. Ambient participation
    34. 34. More than on paper…
    35. 35. Making it Work <ul><li>Start small. </li></ul><ul><li>Schedule social media time. </li></ul><ul><li>Make the web part of your process. </li></ul><ul><li>Pick your platforms. </li></ul><ul><li>Define your goals & expectation. </li></ul><ul><li>Formalise practice and conduct </li></ul> Plan – Prep – Deliver – Reflect - Report
    36. 36. Call to Action <ul><li>Identify your top 3 priority roads </li></ul><ul><li>3 services to investigate further </li></ul><ul><li>Run the Policy Tool </li></ul>
    37. 37. Questions WEB: BLOG: TWITTER: RETAGGR: Home of the Purple COG Monster Internet Strategies that work - PCM creative provides web consultancy, social media and optimisation packages for creatively minded people looking to affect change and explore the potential of incorporating a new media strategy into their business. PCM creative in action community network on Ning