The document provides a comprehensive overview of social media and its significance in business strategy, emphasizing the need for a strategic approach to harness its potential benefits such as market knowledge, brand awareness, and customer engagement. It categorizes companies based on their adoption of social media into progressive, cautious, and non-adopters while stressing the importance of performance measurement and new business models in a Web 2.0 environment. The content highlights examples of social media's impact on customer experience and the shift towards user-driven information access.

1. ‘ Mastering Social Media’ ‘ Social Media Planning Pays’ Guest Workshops: University of Strathclyde Dr. Jim Hamill [email_address] Alan Stevenson [email_address] April, 2011

2. Session 1 Social Media: An Overview

3. Overview Social Media – An Overview; Social Media in Action Key Things to Remember About Social Media ‘ Social Media Planning Pays’ Key steps in developing, implementing and managing a successful Social Media Strategy Support Material www.energise2-0.com

4. SM Opportunities and Progress Made Used effectively, social media can deliver the following business benefits: Market/Customer Knowledge & Insight through customer feedback and the use of social media monitoring tools Low cost brand awareness and reputation management Increase sales/repeat sales Build strong online community/ quality customer base of high value, high growth potential customers Engage and energise Enhanced customer experience and loyalty Sales/Marketing Effectiveness, Efficiency and ROI Operational / Internal Process efficiency (open source and hosted apps)

5. SM Opportunities and Progress Made Interest and enthusiasm for Social Media is growing rapidly - channels are being set up Companies fall into three main groups in terms of progress made Progressive Adopters Cautious/ Experimental Adopters Non Adopters

6. SM Opportunities and Progress Made While some good progress is being made, there is a need for a more ‘strategic’ approach Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement More attention needs to be paid to organization, people, resource issues critical to on-going SM success Social Media Planning Pays

7. But first – a quick introduction

8. Introductions Jim www.energise2-0.com Alan

9. Social Media A Quick Overview

12. Web 2.0/Social Media An Overview Applications Features and Characteristics Implications

13. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social/ Prof Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM

14. Social Media in Plain English

15. How important has it become?

16. The Social Media Revolution

17. Potential Business Benefits of Social Media

18. Business Benefits Market Knowledge Customer Insight and Understanding Customer Interaction Enhanced Customer Experience Business Intelligence Reputation Management

19. Business Benefits Improved Sales and Marketing Identify and network with high value, high growth prospects Product Development and R&D e.g. engage and co-create Internal cost savings Improved Operations and Internal Processes Increased ROI

20. Potential Business Benefits Wide ranging: Market/Customer Knowledge & Insight Engagement & Reputation Management Enhanced Customer Experience and Loyalty Sales/Marketing Effectiveness, Efficiency and ROI Operations/ Internal Processes (open source and hosted apps)

21. Potential Business Benefits

22. Social Media in Action Quick Examples

23. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel

29. From the web site This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

30. The Customer Experience of the Brand Tripadvisor

31. From Tripadvisor It's getting old, the rooms are unappealing and it will never be more than a business hotel Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.

34. 11 Million Views

35. United Breaks Guitars

36. 10.2 Million Views

37. Crowdsourced NPD

38. 266,555 on Facebook

39. 1.6 Million Twitter Followers

40. www.skittles.com

41. Things to Remember about Social Media

42. Key Things to Remember It’s social A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Power shift Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success Declining effectiveness of traditional approaches Does anyone listen to sales/brand messages anymore?

43. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )

45. Key Things to Remember Pull v push Consumers/users decide what information they wish to access New ‘mindsets’ are required Marketing as a conversation with your customers/network– dialogue not broadcasting But this is something that most of us are not very good at doing. We prefer ‘telling’ people SM ‘winners’ and ‘losers’ ‘ Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

48. Key Things to Remember New performance measures Requires new performance measures Quality of your network Relationship strength Ability to leverage Social media monitoring tools Redefines the concept of a web site The need for new business/marketing models

49. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact

50. The ‘6Is’

51. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’

52. Thank You Questions Next Session Social Media Strategy Development