This document summarizes a conference on social media. It includes an agenda with sessions on listening in social media, using social media for internationalization and Scottish food/drink, maximizing LinkedIn, and a Q&A. It discusses that interest in social media is growing but lacks strategic planning. It emphasizes that social media requires a new "social" mindset of engaging in two-way conversations rather than one-way broadcasting. Business benefits include improved customer insights, engagement, experience and marketing effectiveness if planned and executed properly with a customer-led approach.

1. ENERGISE2-0.COM
Social Media:
the State of Play
@drjimhamill
jim.hamill@energise2-0.com
www.energise2-0.com

2. #GFBWeek
Slides on www.energise2-0.com
ENERGISE2-0.COM

3. Today’s Conference
A conversation
not a broadcast
Theme is ‘learning
from experience’
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4. Today’s Schedule
Session Topic/Speakers
Session 1 The ‘State of Play’ – Dr. Jim Hamill, Prof Alan Wilson
9.30 - 10.15
Questions
Submit your questions
Session 2 ‘Listen’ – Alan Stevenson, Ed Cochrane
10.30 - 11.15
Tea/Coffee 11.15 – 11.30
Session 3 Social Media in Action (1) – ‘Internationalisation’ –
11.30 – 12.15 Jane Gotts, Aileen Lamb, Brian Inkster
Session 4 Q&A Session – ‘The Key Drivers of Social Media
12.15 – 12.45 Success’
Lunch Break
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5. Today’s Schedule
Session Topic/Speakers
Session 5 Social Media in Action (2) – ‘Scottish Food and Drink’
13.45 – 14.30 – Lesley Wood, Craig Stevenson, Carol-Anne Doyle
Session 6 Social Media in Action (3) – ‘Celtic and Rangers’ –
14.30 – 15.15 Tony Hamilton, Robert Boyle
Comfort Break
15.15 – 15.25
Session 7 Social Media in Action 4 – ‘Maximising the Potential
15.25 – 16.05 of Linkedin’ – Kenny Mulcahy
Session 8 Q&A Session ‘Next Steps’ and Conference Close
16.05 – 16.30
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6. ENERGISE2-0.COM

7. Social Media: The State of Play
Where are you with social
media?
What progress has been
made?
Where are you going?
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8. Our View on Progress Made
Interest and enthusiasm has grown rapidly
Channels are being set up
But lack of strategic planning leads to
problems down the line - resourcing,
content, customers, performance
measurement, business impact and ROI
A broadcast mentality prevails…….
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9. What road are we on?
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10. Is there something fundamentally
wrong with our approach to Social
Media?
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11. Something Wrong…..
Are we using social media as just another PR/marketing
channel for broadcasting messages AT customers telling
them how good we are?
Is anyone listening
anymore?
Have the rules of business
changed?
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12. Be Social
New ‘mindsets’ are
required to be successful in
social media
‘BE SOCIAL BEFORE
DOING SOCIAL’
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13. The Five Key Things to
Remember about Social Media
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14. 1. It’s a Revolution
A fundamental and revolutionary change
in online behaviour, expectations and
the online customer experience.
The end of the ‘read only’ Internet
Content generated by the network for
the network
We are no longer passive consumers of
content/brand messages
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15. 2. It’s Social
Marketing as a
conversation;
two-way dialogue
Conversations are already
taking place on the cloud
relevant to your business –
are you listening?
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16. 3. Power Shift
Social media empowers
customers, empowers the
network
We no longer control the brand
The brand becomes the customer
experience of the brand –
experiences that are widely
shared online
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17. ENERGISE2-0.COM

18. 4. Declining Effectiveness
Declining effectiveness of traditional
approaches to sales and marketing
Does anyone listen any more?
We are no longer passive sheep
waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell you
to ‘flock off’.
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19. 5. The End of Business as Usual
New ‘mindsets’, new business
approaches and new performance
measures are required
NOT a broadcast medium. Its
about listening to and engaging
with customers, partners, your
community, your tribe
This is something we are not very
good at doing. We prefer telling
people how good we are
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20. The End of Business as Usual
‘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
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21. ‘Getting There’
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22. Avoid the Road to
Nowhere
‘Social Media Planning Pays’
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23. Social Media Strategy and Action Plans
• Use a simplified Balanced Scorecard approach to social media
strategy development and implementation
• Will ensure that your future social media actions and
initiatives are fully aligned with and supportive of agreed
business goals; that KPIs are agreed for evaluating on-going
social media performance, business impact and ROI; and that
all key success factors are considered, including organization,
people and resource aspects
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24. Develop a Strategy
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• What are the key actions and initiatives you need to take?
• Organisation, resource and people issues
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25. Potential Business Benefits
of Social Media
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26. 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)
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27. ‘Be Customer Led’
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28. Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best use Social Media to deliver an
exceptional customer experience at all stages of the
customer life cycle?
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29. www.mashable.com
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30. Thank You
Talk with us
www.energise2-0.com
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31. Questions About Social Media?
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