The document provides an overview of a workshop on mastering social media for business growth. It discusses the opportunities social media presents, such as increased customer insight, brand awareness, and sales. It also notes that while interest is growing, many businesses lack clear social media strategies and objectives. The workshop aims to help businesses develop successful social media strategies and determine how to measure their return on investment.

1. Mastering Social Media for Sustained Business Growth Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com May, 2011

2. Mastering Social Media Welcome and Introductions About the Programme Workshop 1: ‘The Foundations’

3. Welcome and Introductions

4. About the Programme

5. SM Opportunities and Progress Made Used effectively, social media can lead to the following business benefits for SMEs 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)

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

7. 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

8. Programme Overview Key issues in planning, developing, implementing and managing a successful social media strategy, including performance measurement and ROI

9. Programme Overview The key strategic, management and organizational challenges involved in planning, implementing and managing an effective social media strategy ‘ Social Media Planning Pays’……. SM success requires sound planning and the application of professional project management procedures …. but not paralysis by analysis A key objective is to ensure that your SM Strategy is fully aligned behind and supportive of your core business/marcoms goals and objectives

10. Key Questions To Address What social media channels should you engage with and how deep should your level of engagement be? How can social media best help you to achieve your overall strategic goals and objectives? What resource should you commit to social media? What Key Performance Indicators (KPIs) should you use and how can Return on Investment be measured?

11. Key Questions To Address How open should your organization become? What new ‘mindsets’ are required? What new skills, knowledge and staff training are required? Action plans for successful channel development

12. Programme Structure Three one day workshops Online support www.energise2-0.com ‘ Social Media Toolkit’ Exercises Follow-Up Meeting Implementation Support?

13. www.energise2-0.com

14. Mastering SM Tab

15. Programme ‘Mindset’ Interaction and two-way dialogue NOT broadcasting Crowdsourced learning – NOT ‘sage on the stage’ Input = Output

16. Questions about the Programme?

17. Where are you in terms of Social Media?

18. Mastering Social Media for Sustained Business Growth Workshop 1 ‘The Foundations’

19. Workshop 1 Overview Overview of social media – what is it? How important has it become? – social media size and growth Features and characteristics – the key things to remember about social media The new ‘mindset’ and performance measures required Potential business benefits of social media Social media in action – case examples Establish a strong foundation for developing, implementing and managing a successful Social Media Strategy – Workshops 2 and 3 ‘ Social Media Planning Pays’

20. ‘ Stop and Reflect’ Exercises Three exercises to reinforce your knowledge/understanding and to establish a strong foundation for SM strategy development Social media landscape evaluation Internal audit of progress made Are you ‘ready to engage’?

21. What is Social Media?

24. What is Social Media? The three main components: Applications Features and characteristics Business impact

25. Web 2.0/Social Media Web 2.0 Applications Open source Online Applications/ Web Services Social 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 Business Impact 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

26. Social Media in Plain English

27. How important has it become?

28. The Social Media Revolution

29. ‘ Stop and Reflect’ Exercise 1: Impact - What impact is social media having on your industry? How important has it/will it become? Customers – How are your customers using social media? What impact is it having/will it have on customer behaviour? What are the opportunities and threats for your business?......discussion of business benefits to follow…..

30. Potential Business Benefits of Social Media

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

32. 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

33. Potential Business Benefits 5 main areas: 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)

34. ‘ Stop and Reflect’ Exercise 1 (continued): Applications – What social media applications are most relevant to your business? Map these against agreed business benefits

35. Map Applications to Business Benefits

36. Key Things to Remember about Social Media

37. 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 Conversations are taking place relevant to your business Power shift Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success Especially true in information intense industries Declining effectiveness of traditional approaches Does anyone listen to sales/brand messages anymore?

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

40. 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

43. Key Things to Remember New performance measures Requires new performance measures Quality of your network Relationship strength Ability to leverage Social media monitoring tools The need for new business/marketing models

44. 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

45. The ‘6Is’ Approach

46. Key Things to Remember 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’

47. ‘ Stop and Reflect’ Exercise 1 (continued) – Homework  Conversations – what online conversations are taking place relevant to your business, where and what is being said? Features and characteristics – summarise the key features and characteristics of social media relevant to your business

48. Monitoring the Conversations Use Social Media Monitoring Tools to monitor online conversations relevant to your brand No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar

49. Social Media in Action Quick Examples

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

56. 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…

57. The Customer Experience of the Brand Tripadvisor

58. 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

61. Will It Blend? - iPad

62. 5.7 Million Views

63. United Breaks Guitars

64. 10.2 Million Views

65. Crowdsourced NPD

66. 266,555 on Facebook

67. 1.6 Million Twitter Followers

68. www.skittles.com

69. www.chelseafc.com

70. The Café Gandolfi Story

71. ‘ Stop and Reflect’ Exercise 2: Undertake an Internal Social Media Audit. Key questions to address include: What progress have we made? What social media channels do we already use? What is the level of engagement with each channel? What positive business benefits have we derived from our social media activities? Where are the main areas for future improvement?

72. ‘ Social Media Planning Pays’ Key Steps in Developing, Implementing and Managing a Successful Social Media Strategy Covered in more detail in Workshops 2 & 3

73. Social Media Development Cycle

74. SM Development Cycle

75. Ten Key Steps EVALUATE YOUR SOCIAL MEDIA LANDSCAPE Applications, impact, customers, conversations, features and characteristics AGREE YOUR GENERIC SOCIAL MEDIA STRATEGY Channels and depth of engagement KEY PERFORMANCE INDICATORS Measuring success INTERNAL SOCIAL MEDIA AUDIT Progress benchmarking READINESS TO ENGAGE Are you ready to engage?

76. Ten Key Steps SOCIAL MEDIA STRATEGY DEVELOPMENT Vision, strategy, objectives, targets, customers, key initiatives and actions CHANNEL ACTION PLANS “ Getting there” ORGANISATION, RESOURCE AND PEOPLE ISSUES The key pillars of social media success IMPLEMENTATION Professional project management for social media success MONITOR AND MEASURE On-going performance measurement

77. Each Step is being covered in detail on our blog at www.energise2-0.com

78. Five Key Areas External Analysis: Evaluate Your Social Media Landscape Internal Analysis: Evaluate Your ‘Readiness to Engage’ Develop Your Social Media Strategy and Action Plans for ‘Getting There’ Evaluate Your Social Media Performance and ROI Organization, People and Resource Issues

79. Already covered the External and Internal Analysis

80. Key Steps in Developing Your Social Media Strategy and Action Plans for ‘Getting There’

81. Use a Simplified Balanced Scorecard Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders

82. Social Media Balanced Scorecard Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation The steps involved can be captured in a Social Media Strategy Map Five key questions to address……

83. Social Media Balanced Scorecard What is the overall social media vision for your organization? What are the key objectives and targets to be achieved? Who are your customers? Key Actions and Initiatives (including participation in ‘external’ social media channels) Organisation, Resource and People Issues

84. Social Media Strategy Map

85. ‘ Stop and Reflect’ Exercise 3: Are you ready to engage? Social media strengths and weaknesses; the main barriers and obstacles to be overcome

86. Readiness to Engage Strengths Weaknesses List here the main SM strengths of your organisation e.g. strong brand, quality customer base, customers already active in Social Media etc. List here the main SM weaknesses of your organisation e.g. limited staff knowledge and understanding, resource issues, organizational mindset, influence/attitude of the IT Dept etc. Obstacles/Barriers Overcome Detail the main obstacles and barriers for your organisation. Indicate how barriers will be overcome, including in-sourcing / out-sourcing options

87. 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’

88. Thank You Questions

89. Workshop 2 Social Media Strategy Development Using the ‘Toolkit’, participants will agree the social media vision and strategy for their company; the key objectives and targets to be achieved; KPIs; customer segmentation; the key social media actions and initiatives to take; organisation, people and resource issues.