'Creating the Buzz' presentation to the Annual Conference of the Falkirk Business Panel, 24th Sept 2010

1. Creating the Buzz Social Media for Sustained Business Growth Dr. Jim Hamill jim.hamill@ukonline.co.uk Alan Stevenson ast3v3nson@gmail.com September, 2010

2. Agenda Social Media in Action Key Things to Remember about Social Media ‘Getting There’

3. Social Media in Action Quick Examples

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

11. The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

14. 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.

17. Will It Blend?

18. Will It Blend?

19. Will It Blend? - iPad

20. 5.7 Million Views

21. United Breaks Guitars

22. 9 Million Views

23. 26,817 Comments

24. Fashion brands v the new ‘kid on the block’

25. Buy Our Stuff

26. Customer Engagement

27. Threadless on Facebook

28. 141,332 'likers'

29. 1.5 Million Twitter Followers

30. Social media redefines the concept of a web site

31. Number 10 Built Using Wordpress

32. Embeds Content from SM Channels

33. Embeds Youtube

34. Embeds Twitter

35. Links to Facebook

36. Energise 2.0 Built on Wordpress

37. Social Bookmarking

38. CMS and Stats

39. CMS and Stats

40. CMS and Stats

41. Cafe Gandolfi

42. Brand Engagement

43. Customer Interaction/Intimacy

44. 1,300 Plus Involved

45. The Winner

46. Interaction

47. Performance Insights

48. Performance Insights

49. Performance Insights

50. Performance Insights

51. Extend to Twitter

52. Extend to Twitter

53. The New Gandolfi Blog

54. The New Gandolfi Blog

55. The New Gandolfi Blog

56. Things to Remember about Social Media

57. The Essence of Social Media 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?

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

60. The Essence of Social Media Pull v push Consumers/users decide what information they wish to access New ‘mindsets’ are required Marketing as a conversation with your customers, a conversation with your 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

63. The Essence of Social Media 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

65. Interaction – actions they take – read, post, comment, reviews, recommendations

66. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

67. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Social Media Monitoring Tools –Audit, Assess, Impact

68. Business Impact The need for new business/marketing models Traditional approach: Product development – Differentiate – Market and Promote - Sell New model based on: Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally Engage and energise ‘Create the Buzz’

69. 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’

70. ‘Getting There’

71. Next Steps Get Involved Google Alerts, Linkedin, Social Media Monitoring Learn more Develop a strategy Implement Monitor

73. Targets

74. Key performance indicators (KPIs)

75. Customer segments

76. The key social media actions and initiatives required for ‘getting there’

77. Organisational, people and resource issuesEnsure that your social media strategy is fully aligned with and supportive of your overall strategic goals and objectives with clear targets and ROI criteria

78. The Three Key Questions

79. Three Simple Questions Who are our customers? Where do they hang out in social media? How can we best engage with and energise them?

80. www.mashable.com

81. Continue the discussion at www.web2-0cpd.com www.tourism2-0.co.uk www.energise2-0.com

82. Thank You