An excellent topic for ICSP. ICSP is as much about networking as it is about business. Anyone who has known Tricia Olsen for as long as I have would know the importance she places on networking. I’m not going to comment further about business networking as I am commencing under the assumption that business people see the benefit. Secondly; This is a fun topic. Social media and social networking is exciting. New. Interesting. Perfect for this to be at a function where we are all drinking. As social media is akin to having a drink much as a dry or serious business topic is akin to one of ICSP’s breakfast events. Thirdly; Social networking is nothing new . Sorry to say. However, it has reached the mass market and advents in internet and connectivity have made it more prevelant and more important. So if everyone could charge their glasses, waiters keep the drinks flowing as this will be much for fun if drinks are left full.
I would like you to take something away with you today. An idea. A thought. A better understanding. So I’m not here to preach that I know social media better than anyone. I don’t pretend to be an expert. Like the 1st day @ a big school, your scared? Need training? Get past that 1st barrier?
L or R: Left if you have met someone new at an ICSP event Today. Ever? L or R: If you regularly attend business networking events. L or R: You agree with my assumption that networking is important for business people. L or R: You have no problems approaching anyone at a networking event? L or R: You know what social media is? (see slide later on for definition) L or R: If you regularly use social media tools – at least twice per week? L or R: As a business person, do you believe your organization needs to fully integrate social media campaigns into every step of your marketing plan? L or R: do you think Social Media can be used for your business.
In a word, social media or social networking is about communication. You need to know where we have come from to know where we are going…
Phoenicians develop an alphabet, Egyptians develop hieroglyphic writing
History of social networking / social media – 100 AD <picture of early paper> 1909 years ago Tsai Lun of China invents paper as we know it. And immediately the first bound books started to appear <picture of early book>
History of social networking / social media – 1814 <picture of Joseph> 195 years ago Joseph Niépce achieves the first photographic image
Thomas Edison patents the phonograph - with a wax cylinder as recording medium. Could record and play back sound. He also patented the light bulb and made great discoveries about electricity and electric currents.
107 years ago Guglielmo Marconi transmits radio signals from Cornwall to Newfoundland - the first radio signal across the Atlantic Ocean. <picture of comic books> And 2 years later in 1904 the first regular comic books appeared. Relevant to us all, because comic books were fun! <picture of early telephone> And 2 years later again Lee Deforest invents the electronic amplifying tube or triode - this allowed all electronic signals to be amplified improving all electronic communications i.e. telephones and radios.
Public TV broadcasts commenced. At the 1936 Summer Olympics in Berlin. About 160,000 viewers saw the Olympic games on a few private TV-sets and in many public TV chambers. Hitler was personally behind the initiative in a bid to support his promotion of the superior Aryan race. This mass media from this point in time was used a propaganda medium. As are all the tools of social media. It’s about public relations, communication and getting your point of view across. PROPAGANDA MACHINE! – NEVER SEEN EATING
The Univac computer and computers first sold commercially 58 years ago
40 years ago Designed as a computer version of the nuclear bomb shelter by the US military, ARPAnet protected the flow of information between military installations by creating a network of geographically separated computers that could exchange information via a newly developed protocol. Universities used this network and began adding to it as a part of research and sharing of knowledge. Advanced Research Projects Agency From this invention came email (1971) and other network issues.
Internet was in the mass market. Dot com boom and bust.
Social media makes it easy for users to connect, watch, share or discuss any piece of information. Examples are Websites, Wikis, Web 2.0, Blogs or ubiquitously Facebook, LinkedIn, MySpace, YouTube & Twitter.
Is this? A) An unholy, incomprehensible mess? B) Anxiety-provoking? C) Something you shouldn’t look at after a big night out? D) Something that no matter how hard you look, you can’t really see any money in there? E) Despite all of the above, it still looks oddly important.
Source: U.S. Government report &quot;The Emerging Digital Economy&quot;.
Social media networks is the most valuable form of advertising Using social media shouldn’t be about blatantly selling a business. It’s about making connections and creating credibility so that people will like you and trust you and eventually want to buy from you. Use it to interact and meet new people – don’t get overly promotional. NETWORKING; Giving something away without expecting something in return.
Fastest uptake of ATMs per in the world 2nd fastest rate of mobile phone update One of the highest users of the internet in the world TV is still #1 media, but can everyone do TV advertising? Not natural social networkers! What will happen when the current Gen Y are running companies? Or how about now? Average age of workes are 35. You need a strategy to deal with customer use. E.g. if someone is complaining about you, can you react to it.
Monster.com We are now so inundated with information, TV is decreasing. We block out ads. Fast forward through them. Record only the shows. View TV online. So, advertisers need to find new ways to get to reach their target audience. Attention Age is an idea that the current period of time, which overlaps and builds off of the Information Age , will be characterized by the increasing commoditization of attention as it relates to the increasing abundance of information available, particularly on the internet . The Attention Age is marked by the ability of individuals to create and consume information instantly and freely as well as share it on the internet using social media . The period is believed to have begun with the emergence of social media in the first years of the 21st century.
Phone/fax/email being replaced by Video / blog / LinkedIn / Skype / Facebook
Dating used to be face to face. Then the phone made connections. Then came text messages. 10 years later MySpace, Facebook and MSN.
Twitter: listen, participate, share, link to other material. Get users to generate content.
Cut to the chase Dating used to be face to face. Then the phone made connections. Then came text messages. 10 years later MySpace, Facebook and MSN.
Crowd funding; Crowdfunding (sometimes called crowdfinancing or crowdsourced capital) is an approach to raising the capital required for a new project or enterprise by appealing to large numbers of ordinary people for small donations. While such an approach has long precedents in the sphere of charity , it is receiving renewed attention from entrepreneurs such as independent film makers   , now that social media and online communities make it possible to reach out to a group of potentially interested supporters at very low cost Similar to crowd sourcing Oba’mas use of Youtube, twitter,
For business, social media is like a networking event that never stops. Start conversations that matter, contribute, and you gain trust, acceptance and reputation. That’s when the payoff begins. If you’re a consultant, leads start trickling in. If you’re a retailer, folks start showing up saying they heard about you online. If you run a food truck, you could have folks lining up around the corner. Engaging others through social media needs to be an ongoing, frequent process. You can’t just build a profile and let it sit idle. Preferably you want to be refreshing your content regularly (daily, if possible) so people come back for more.
The retail community is an attempt to socialise the ecommerce experience by providing customers with a voice. The creators are hoping the community will be a destination for discussion on fashion, style and culture. Users have interactive tools such as forums, blogs, vlogs, vox pops and polls. The community aims to reinforce the online store, deepening brand engagement and encourages consumers to ‘stay and play’. The relaunch is supported by an in-store and external marketing push attempting to drive customers online.
The launch of a global campaign to find a caretaker of paradise island in Queensland saw Tourism Queensland generate over 203 million euro’s worth of PR globally from a spend of 570,000 euro’s. The competition drew 34,000 video entries from over 200 countries.
Subscribers – watch the subscriber count to your blog(s) and newsletter grow. Followers – watch the number of followers on Twitter or Facebook grow as well any groups or communities your create. Mentions – track the mentions of your brand and relevant keywords to learn about conversations and decide which conversations you should engage. Sentiment – track the sentiment of your keywords to determine what (if any) changes you should consider in your content strategy and in the tactics you use. A negative trend on a topic may give you cause to back away from that topic or to change your approach to it. Inbound Links – links are the currency of the web. Track the number of links you’re building and where they are coming from. Comments – study the comments being made on your blog or your Facebook and Twitter accounts. Comments could give you reason to engage or add more content on a topic of high interest. Connections – one of the greatest and measurable factors in social media marketing is the new doors that can open up. New connections can result in speaking opportunities, media interviews, guest blog or publication articles, key introductions and new sales opportunities. Conversions; track the sales conversions!! HubSpot allows marketers to track keyword rankings, competitor’s web marketing presence, traffic analysis, leads and lead intelligence. Recently, HubSpot added social media tracking features allowing marketers to track the impact of social media on your desired goals (such as sales leads ). Scout labs: a social media tracking tool that allows marketers to track mentions in blogs, bookmarking sites, Twitter, photos, video and more. We like the ability to track sentiment of keywords and the ability to chart trends.
Social media is in the process of rewriting many marketing textbooks. A business must be involved with social media, but the question is to what extent. Further, what level of risk is acceptable when entering such virgin territory? It would seem that there is a lot more to gain than there is to lose when you consider whether to entertain a social media campaign, so long as you exercise a modicum of common sense. A lot of the well known pitfalls experienced by some premier brands could have been avoided with a little introspection. 1. Avoid controversy. Some people advocate that to make a wave in the vast social media ocean you need to be controversial to stand out. What you need to realize is that your energy wave creation could become a tsunami of controversy. The same element that makes social media such a tempting proposition could also work against you by creating substantial negative press that you can do nothing about. Once you click ’submit’ or ’send’ or ‘publish’, it’s out there for everyone to see. If you said something hurtful/stupid/ embarrassing you can delete it later, sure. But chances are, 10 people forwarded your note along, or republished it. Or a search engine found your gaffe and cached it forever more. There are no takebacks in social media. Use a racial slur in front of a kid with a video camera, and bam, you’re on YouTube forever. 2. Avoid spreading muck. This follows along with the previous point to a certain extent and underlines why you should put some of your best marketing brainpower behind a social media campaign. Don’t be tempted to become a shock jock or openly criticize other competitors in an attempt to gain an edge, as no matter how subtle you try and how many “smoke and mirror” campaigns you dream up, this approach will backfire and hurt you more. 3. Avoid “puffery.” This colorful word describes the act of blowing your own trumpet or aggressively talking up your brand or product, maybe under a disguise created for the purpose. Be careful that your IP address or e-mail cannot be traced back, allowing people to “out” your efforts! 4. Avoid being vanilla. Again this comes back to creativity. Don’t expect a great result just by setting up pages, profiles or accounts. You must have a good “hook” and have a policy and strategy to update and create meaningful content. 5. Don’t shoot first and ask questions later. It may be easy to imagine the social media environment as a “wild west” of sorts, where pretty much anything goes as we are all in uncharted territory. Don’t make the mistake of unloading your shotgun of poorly formed thoughts, questionable tactics or competitor onslaughts without fear of a reprise. You may well not be able to put the fire out. . Don’t bite off the hand that feeds you. 6 Facebook, Twitter and other social media platforms are really valuable assets and you should treat them accordingly. Always be aware of their terms of service and never do anything to make them turn the focus of attention on you. 7. Don’t delegate and forget. This will require your best brains, as we have already said twice. For veteran marketers the whole concept can be difficult to conceive, but don’t be tempted to delegate to junior IT people, rather make it a think tank approach. 8. Don’t forget how visible you could be. When you enter the world of social media, you may encounter a visibility that you are not prepared for. Remember that to a certain extent it is a commenting free for all and you need to be constantly aware of what is being said about you, within your pages and “retweeted.”
Facebook will email your password to your email account. If you are a fan of your company site in your facebook site, anyone who meets you professionally will meet your friends, connections, etc. This is the looseness of social media. Watch your networks…
Small business is struggling on social media at the moment. Uptake isn’t quite there. Opp for early adopters. Run fun campaigns; e.g. in store window put a promo of your social network page or too. E.g. a coffee shop in San Francisco played off something their mayor had set, and said, anyone who shows us our social media viral ad, gets $2 off a ticket. A mobile korean BBQ in LA selling Korean tacos has 47,000 followers on twitter. They tweet where they will be and attract more customers
All of the above still applies. E.g. Customers will create their own community and help themselves if you don’t give them the channel Social media is a lot about relationship building. And you could argue that in B2B you have a smaller pool of clients and the relationship is that much more important. So it doesn’t replace the face to face, it just strengthens your current relationship. It allows you to be in touch more often with your most important clients. Then the second piece is that companies can see downstream past their client into their client’s customer, so they can see the pain points. If you’re selling chips — let’s say you’re Intel and you’re selling chips to Dell and also Apple — you can see the pain points of the customer by seeing the conversation on Facebook, on Twitter and all these other social media tools, so you’re a step ahead of the game. Advertising execs should be strategising behind closed doors, they should be online seeing what people are saying
Ning: Lets you create, brand and join social networks which you then control Google Friend Connect lets you easily add robust, social features to your website . Grow your community; Make registration simple, so more users join and explore your site. Encourage activity; Choose from a range of gadgets to get users commenting, rating, sharing, etc. Just copy and paste; Copy and paste snippets of code to get started. Or use the API for deeper integrations. OpenSocial The OpenSocial Foundation is a non-profit corporation created to sustain the free and open development of OpenSocial specifications. Implement the OpenSocial API Specification . In most cases, this means that you connect your own social network's backends to the OpenSocial Service Provider Interface (SPI), which is part of Shindig , to allow an OpenSocial app to access your site's data. However, it is possible to use data from another social network as well, should you prefer. The SPI implements: Adding and removing friends Adding and removing apps Storing activities Retrieving activity streams for self and friends Storing and retrieving per-app and per-app-per-user data
Substitute for marketing strategy. A Twitter campaign or a Facebook page that announces your weekly specials is not a marketing strategy. Succeed without top management buy-in. Social media requires a way of thinking that includes willingness to listen to customers, make changes based on feedback and trust employees to talk to customers. The culture of fear (of job loss, of losing message control, of change) is ingrained in corporate cultures. Top management has to want to change. Be viewed as a short-term project. Social media is not a one-shot deal. It's a long-term commitment to openness, experimentation and change that requires time to bear fruit. Produce meaningful, measurable results quickly. One of the complaints about social media is that it can't be measured. But there are many things that can be measured, including engagement, sentiment and whether increased traffic leads to sales. Those results can't be produced or measured in the short term. Like PR, social media marketing often produces its best results in the second and third year. Be done in-house by the vast majority of companies. A successful social-media campaign integrates social media into the many elements of marketing, including advertising, digital and PR. Opinion and theory are no match for experience and the best social media marketers now have more than 10 years of experience incorporating interactivity, blogs, forums, user-generated content and contests into online marketing. You need strategy, contacts, tools, and experience -- a combination not generally found in in-house teams, who often reinvent the wheel or use the wrong tools. Provide a quick fix to the bottom line or a tarnished reputation. Social media can sometimes provide quick results for a company that's already a star. When a well-loved company like Zappos or Google employs social media, its loyal fans and followers pay attention. However, there's a lot of desperation in a lot of corporate suites these days, and many companies seem been convinced that a social-media campaign can provide a quick fix to sagging sales or reputation issues. Sorry, nuh, uh. Be done without a realistic budget. Building a site that incorporates interactivity, allows user-generated content and perhaps also includes e-commerce doesn't come cheap from anyone who knows what they are doing. Even taking free software like WordPress and making it function as an effective interactive site, incorporating e-commerce and creating style sheets that integrate with the company's branding, takes more than time. That takes skill, experience, and money. Guarantee sales or influence. Unless your effort can pass the &quot;who cares&quot; test -- and most simply can't -- your social media efforts will fall flat. And unless you know how to drive traffic to your contest, video, blog, event, etc., you'll have little more than an expensive field of dreams. Replace PR. No matter how great your website, video contest, blog, Twitter strategy, etc., you still need publicity. Or you may end up with a tree falling in the forest and nobody hearing it.
Social Media Presentation Melbourne Final
Business, Online & Social Networking – how does it really drive our business? <ul><li>Andrew Ellett </li></ul><ul><li>Managing Partner </li></ul><ul><li>Revium </li></ul>Revium PTY LTD 2009 revium.com.au
On the menu <ul><li>Live stats </li></ul><ul><li>History of social networking / social media </li></ul><ul><li>The Australian reality </li></ul><ul><li>Defining social media </li></ul><ul><li>Examples </li></ul><ul><li>Risks </li></ul><ul><li>Success stories </li></ul><ul><li>Basic techniques </li></ul>revium.com.au
So what is social media? <ul><li>Information disseminated through social interaction. </li></ul><ul><li>Created using highly accessible and scalable publishing techniques. </li></ul><ul><li>Supports the human need for social interaction. </li></ul><ul><li>Uses web technologies for collaboration, contribution, communication and listening. </li></ul><ul><li>Transforms broadcast media (one to many) into social media dialogues (many to many). </li></ul><ul><li>Turns us content consumers into content producers. </li></ul><ul><li>Websites, Wikis, Web 2.0, Blogs or ubiquitously Facebook, LinkedIn, MySpace, YouTube, FlickR & Twitter </li></ul>
50 million people rule <ul><li>Radio - 38 years </li></ul><ul><li>TV - 13 years </li></ul><ul><li>PCs - 16 years </li></ul><ul><li>Internet - 4 years </li></ul><ul><li>Facebook launched on Feb 4, 2004. By October 26, 2007 it had 50 million users. Source: wired.com </li></ul><ul><li>From April to May 2009, Facebook alone added 50 million users. Source: Mark Zuckerberg, Facebook founder. </li></ul>
What does it let you do? <ul><li>Blogs and social media reach niches </li></ul><ul><li>You can watch, participate in or share conversations </li></ul><ul><li>Harness hidden pockets of expertise </li></ul><ul><li>Easily share experience and evidence of your story </li></ul><ul><li>Quickly reach a large group </li></ul><ul><li>Monitor what is being said about you </li></ul><ul><li>Discuss with others any topic, company, brand, issue, question or recommendation </li></ul>
The Australian Situation <ul><li>Historically we have loved technology </li></ul><ul><li>We are early adopters </li></ul><ul><li>National Broadband Network; more connected, in more places, faster and cheaper </li></ul><ul><li>An ageing work force whose average age is 35 </li></ul><ul><li>Even if you don’t get into it, your customers will </li></ul>
Revolutionary <ul><li>Now new online industries and existing businesses are being impacted again. </li></ul><ul><li>All businesses must consider how social media and social networking impact them. </li></ul>
Basic business use of social media <ul><li>Generally should not be implemented as a “campaign”. Rather, as an ongoing program. </li></ul><ul><li>Choose your ‘voice’ </li></ul><ul><ul><li>Lighten up </li></ul></ul><ul><ul><li>Not too much hype </li></ul></ul><ul><li>Communicate with regular updates </li></ul><ul><li>You need to be talked about by others </li></ul><ul><li>Become a hub and build influence </li></ul>
Business pitfalls to avoid <ul><li>Avoid controversy </li></ul><ul><li>Avoid spreading muck </li></ul><ul><li>Avoid “puffery” </li></ul><ul><li>Avoid being dull. Be creative. </li></ul><ul><li>Don’t shoot first and ask questions later </li></ul><ul><li>Don’t bite off the hand that feeds you </li></ul><ul><li>Don’t delegate and forget. </li></ul><ul><li>Don’t forget how visible you could be. </li></ul>
What not to do <ul><li>Know how the tools work </li></ul>
Suggestions to small business <ul><li>Practice with some personal sites first </li></ul><ul><li>Start with a company blog </li></ul><ul><li>Then do a Twitter feed and learn the twitter ropes. Share content on Twitter. </li></ul><ul><li>Follow leaders in your field or competitors. Re-tweat. Get involved in relevant conversations. Be seen as a thought leader. </li></ul><ul><li>Build a Facebook “fan page” </li></ul><ul><li>http://mashable.com/2009/10/21/social-media-small-businesses / </li></ul>
Suggestions to big business and B2B <ul><li>Broadcast updates to customer base via social media channels </li></ul><ul><li>Customer support (customer to customer and company to customer) </li></ul><ul><li>Use and offer this new channel </li></ul><ul><li>Media hijacking; make sure you can handle or control the input you get </li></ul><ul><li>Market research and relationship strengthening </li></ul><ul><li>Social Media Policy </li></ul>
Thinking big? <ul><li>www.ning.com </li></ul><ul><li>www.google.com/friendconnect/ </li></ul><ul><li>www.opensocial.org/ </li></ul><ul><li>www.capterra.com – search here </li></ul><ul><li>www.slideshare.net (one of a ‘000 sites) </li></ul><ul><li>www.socialnomics.net </li></ul>
It can’t do everything <ul><li>Substitute for marketing strategy </li></ul><ul><li>Succeed without top management buy-in </li></ul><ul><li>Be viewed as a short-term project </li></ul><ul><li>Produce meaningful, measurable results quickly </li></ul><ul><li>Be done in-house by the vast majority of companies </li></ul><ul><li>Provide a quick fix to the bottom line or a tarnished reputation. </li></ul><ul><li>Be done without a realistic budget </li></ul><ul><li>Guarantee sales or influence </li></ul><ul><li>Replace PR. </li></ul>
<ul><li>“ 98% of everything is crap. But the internet makes it easier to filter it out” </li></ul><ul><li>Sam Roggeveen, Editor, The Lowy Institute </li></ul>
Find us online! www.revium.com.au Andrew Ellett LinkedIn Revium Facebook @revium Twitter