A copy of the slides used on my presentations to businesses in the south west on behalf of Business Link. Originally presented on Wednesday 11th August at the Barnstaple Hotel as part of a Business Link one day seminar on Social Media and Internet Marketing.

1. Social Media An Introduction for Businesses Presented on behalf of Business Link in the South West

2. Introduction These slides are used during a series of presentations provided to small to medium enterprises (SMEs) attending a Business Link workshop on Social Media.. The presentation is intended to give an overview of various aspects of Social Media theory, practice and technology, leading on to more comprehensive training in each area. You can find details of future events in the south west region by visiting the Business Link website here. Where possible, links to further resources have been included throughout the presentation.

3. Before we get started… Who Am I? My name is Aren Grimshaw. I am a Social Media Consultant working with businesses and organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers. I have been working in sales, marketing and media roles for over 10 years. I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivalsand a UK Regional Coordinator of Twestival UK 2010. You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.

4. Part One Introducing Social Media for Business

5. 60% of European Consumers now engage with Social Media on a regular basis 64% of UK Companies say they have experimented with Social Media However…

6. This leaves some important questions unanswered… What is Social Media? Is it just another fad? Is anyone making any money? Where do I start?

7. What is Social Media?

8. “Media for social interaction, using highly accessible and scalable publishing techniques.” Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media

9. or “...it’s how people read, discover and share information.”

10. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales

11. The Key Aspects & Terminology Web 1.0 > Web 2.0 Real Time Viral Authenticity / Transparency User Generated Content (UGC) Consumer Generated Media (CGM)

12. Putting it in context – Why now? Technology Society Computing Power Processor Power Internet Speeds Digital Cameras iPods Smartphones iPhones / iPads Generation Y / Net Gens Out of Town Shopping E-commerce Longer Working Hours Migration & Immigration Erosion of Community Centres The Age of Spin

13. The Technology

15. Social Media Platforms File Sharing Sites Blogs Social Networks Social Bookmarks Live Streaming Forums Wiki Sites Aggregators Review Systems

16. Take a look at the Conversation Prism...

17. What is Facebook? Launched 2004 500m Active Users 50% of users are between 25-49

18. Latest Statistics 50% log on in any given day 150m+ access via mobile devices (and are twice as active) 35m+ users update their status each day 60m+ status updates posted each day 30bn+ pieces of content shared per month Source: http://www.facebook.com/press/info.php?statistics

19. An Average user… 130+ Friends 55 minutes on the site per day Is connected to 80 pages, groups &events Adds 25 comments to content each month Creates 90 pieces of content each month Source: http://www.facebook.com/press/info.php?statistics

21. Some Statistics 77% active internet users read blogs 133m+ blogs 55% more traffic

24. Blogging Platform

25. Search Engine

26. Focus Group

28. An Average user… Is 31 Has 126 Followers 75% of traffic comes from third-party apps 37% of active users use their phone to update

29. Location Web Address Bio Avatar Custom Background

30. What is LinkedIn? ‘Professional Network’ 65m+ members 150 industries 200 countries / territories

31. Some Statistics 1 new user per second £68,000 Average earnings 46% decision makers

33. Developing a Strategy

34. Developing Your Strategy (CARAT) C Community Targets A Aims & Objectives R Resources Available A Approach or Strategy T Technology to be Used

35. Identifying your Community C I P

36. Defining Objectives SEO: link building, content factors Marketing: Promote business, brand awareness PR: Manage reputation, get news out Sales: New contact routes, increase purchasing Engagement: Increase loyalty, foster word of mouth Research: Identify trends / niches, consultation Management: Collaboration, knowledge sharing

37. Allocating Resources Time Money People Skills Business As Usual Activity (BAU)

38. The Approach

39. The VCP Rule Visibility Credibility Profitability

40. The VCP Rule Visibility Reach but no Results (Technology Centred Approach)

41. The VCP Rule Credibility No chance to connect – no results (Content Focused Approach)

42. Is anyone making any money?

43. UKNetWeb Limited Small to Medium Enterprise Based in St.Agnes, Cornwall 5 Full Time Staff Primary services: Web Development (Ecommerce) Internet Consultancy Social Media Integration

44. Social Media Activities Blogging & Micro-Blogging Social Networking Professional Networking File-Sharing Webinars & Other Events

50. Results – Web Traffic

51. Results – Bottom Line In a 6 month period: 500% increase in new business enquiries through social networks 2/3 of all enquiries through social networks 100% increase in average order values Opened up UK & international markets

52. Results: More Examples Dell $7m Twitter Sales Twestival (2010) SW / Wales Region approx. £20,000 to date UK £62,000 to date Surfers Against Sewage New members, increased activity

53. What could you gain? Increased brand awareness & credibility Increased web traffic & website engagement Higher average order values More repeat business, increased loyalty Reach into new markets / existing markets Insight into customer opinions & opportunities More sales & increased profitability

54. Part Two Getting Started: Your First 5 Steps

55. Your first 5 steps... Start monitoring Improve your current marketing Build your online network Set up your corporate profiles Develop a strategy

56. 1. Start Monitoring “Just because you leave the room, it doesn’t mean that those left behind aren’t talking about you.“ Even if you decide Social Media isn’t for you, you should set up alerts to inform you of any comments made about your company.

57. 1. Start Monitoring Set up your alerts: Google Alertshttp://www.google.com/alerts Social Mentionhttp://www.socialmention.com

60. 2. Improve your current marketing Try ‘Passive Marketing’ “Don’t tell them you’re funny, tell them a joke” “Get more bang for your buck”

61. “Get more bang for your buck” You’re delivering a presentation to a group of customers. Why not... Upload the presentation online? Broadcast the event live over the internet? Live-blog the event? Add all the guests as new contacts on online networks? Upload photos of the event?

62. 3. Build your online network A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following: Professional Networkinghttp://www.linkedin.com Social Networkinghttp://www.facebook.com

63. 3. Build your online network Connect with your existing contacts first Add new connections to your network as you meet them Don’t push your sales message at your contacts Don’t rush to speak, listen first Encourage debate among your network

64. 4. Set up your corporate accounts Choose the right type of account Make it clear what people should expect Encourage regular interaction Avoid spamming

65. Facebook Groups, Pages & Profiles Profiles = Individuals Your connections are known as ‘Friends’ Pages = Businesses and Organisations Individuals ‘Like’ your Page (Your organisation) Administered by an individual(s) Profile (private) Groups= ‘Communities’ Individuals ‘Join’ your Group Administered by an individual(s) Profile (public)

66. Facebook Help Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages Facebook Page Setuphttp://www.facebook.com/page

67. 5. Develop a Strategy When you are ready to start putting resource into your efforts you should set out what you aim to achieve. Ask yourself: Where are we now? Where do we want to go? How are we going to get there?

68. Where are you now? Collect all your current performance figures (Benchmark) Website visitors Number of purchases Time on site Mentions on social networks http://google.com/analytics

69. Where do you want to get to? Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed) Decide how you will measure your results – link to your initial benchmark

70. How are you going to get there? Remember this...? C Community Targets A Aims & Objectives R Resources Available A Approach or Strategy T Technology to be Used

71. Getting more support...

72. More support There is a wealth of knowledge available on the internet to help with your efforts; however, we recognise that sometimes finding the information you need can be difficult. In the first instance you should speak to your Business Link adviser for advice and guidance. www.businesslink.gov.uk

73. How can I help? Explaining How… I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams. Explaining What… Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives. Explaining Why… This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results. Doing it… I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.

74. Getting in touch Search for “arengrimshaw” on Google Or Tel: 01872 273103 Mob: 07598 242212 Email: info@arengrimshaw.co.uk Web: www.arengrimshaw.co.uk