SlideShare a Scribd company logo
© 2013
Dr Mark Swift
Scott Crowther
Dr. Xiao Ma
Ellie Precious
Introduction to Social Media
for Business Use
© 2013
Agenda
9.30 The Social Media ‘big picture’ Mark
10.00 LinkedIn: the social media everyone should use Scott
11.00 Coffee
11.15 Facebook and Twitter for your business Xiao + Scott
12.45 Lunch
1.45 Exposing your visual side: YouTube + Pinterest Ellie
2.30 Location, location, location: Foursquare. Xiao
3.00 Coffee
3.15 Google+ Xiao
4.00 Don’t Panic: managing your networks and your time. Scott
© 2013
What is IIPSI?
• International Institute for Product and Service Innovation
• New SME centre
– Experience led Innovation (people), Polymers (product), Digital (innovation) thinking
• Purpose
– Help West Midlands small businesses understand your customers and users better,
prototype new products for example using Additive Layer Manufacturing, and use
digital (Internet) to launch as well as develop market ready products and services
– Improve the region's capacity to translate innovation into outcomes
• IIPSI must have IMPACT
– Business growth
• Fully funded until end of June 2015 (initially)
© 2013
Market ready Products
and Services
© 2013
What is the iIP - our approach
The IIPSI Innovation Programme (iIP) is:
1. Centred on Innovation
– “Successful exploitation of new ideas” WMG definition
– "Innovation distinguishes between a leader and a follower." Steve
Jobs
2. Demonstration activities
– Raise awareness of what is possible through the adoption of new ideas
and thinking
3. Knowledge Exchange
– Common sharing and exploitation of new thinking
– We don’t have all the answers
© 2013
What's the structure of iIP
Intensive company projects - prototyping,
identifying markets, product/service evaluation,
internships
Market
leading
products &
services
Feasibility studies, collaborative projects,
assistance with funding and grant applications
Expansion
through R&D
Awareness briefing, case studies, technical
demonstratorsRaising
Awareness
In-depth workshops, advanced technical
demonstrators, horizon scanning, hands on…
Embedding
capability
30+
places
per
year
InnovationProgramme
© 2013
Introductions
• Housekeeping
• Name...
• What your business does…
© 2013
Summary
• Unique, high profile facility for the region
• Range of SME services
• No such thing as a free lunch!
– Short forms
– Baseline monitoring
• Feedback and Evaluation
• Enjoy the day
• Get involved
© 2013
Social Media Revolution
http://youtu.be/lFZ0z5Fm-Ng
© 2013
© 2011
“There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy”
1. Well established and
embedded technology:
Tipping point was over
four years ago
© 2013
Social media 2011…
Social Media in 2011… Organises the Arab spring? Activists – Cairo 31 Jan 2011
http://www.telegraph.co.uk/news/worldnews/africaandindianocean/egypt/8293551/Egypt-protests-Monday-31-January-2011-as-it-happened.html
2. Power in your pocket
Portability and
accessibility of
smartphones
© 2013
3. Pace of change
Google+ is now #2
Watch Pinterest etc
Going – myspace, bebo?
© 2013
Michael Brenner
Senior Director of Global Marketing at SAP
“Marketing today is difficult.
200 million people on the U.S. ‘Do Not Call’ list.
Over 86% of TV viewers skip commercials.
44% of direct marketing is never opened.
Roughly 99.9% of online banners are never clicked.
Buyers wait until they have completed 60-80% of their
research before reaching out to vendors”.
© 2013
What does this mean for a small business? - get Creative?
© 2013
YouTube yourself…
© 2013
BlendTec
• SME manufacturer of commercial and home blenders
• Blendtec produced a video in which the CEO blended unusual
products such as a garden rake, a golf club, and light bulbs.
– YouTube, video had 3.9 million views (over 8-months)
– The Will It Blend? campaign illustrates the potential value of connecting
with consumers online versus traditional advertising
• Now:
– 218,173,850 views on YouTube
– 700% increase in sales
• BlendTec Case TIPS:
– Be creative
– Don’t be afraid to shout about your product’s capability
© 2013
What is it?
New communication technologies - help people interact, and share information
Key
Social
Tools
Photo
sharing
Blogging
Micro
blogging
RSS
Widgets
Location
based
services
Product
reviews
Message
boards
Podcasts
Video
sharing
© 2013
Digital Conversation
Insight Innovation Advocacy Natural search
Customer
service
Increased sales
Can replace existing methods of generating enquires
© 2013
Summary
• Significant growth and pace of change
• Multi channels which impact most of us
• Many uses, moved from just B2B
• Move from searching to following content
• Its not going away (at the moment)
• Can be used by the majority of businesses and
industries
© 2013
Don Tapscott - Best selling business author
On social media
“All one needs is a computer, a network
connection, and a bright spark of initiative and
creativity to join the economy.”
© 2013
LinkedIn
© 2013
LinkedIn
What they tell us!
© 2013
LinkedIn
191m users
9m users
2m company pages
2012 Q1: 31st most visited global website
© 2013
375 (av. network)
74,100+
4,828,600+
Look at your reach!
LinkedIn
© 2013
LinkedIn
Your profile
© 2013
LinkedIn
Find people you know
© 2013
LinkedIn
Find people you don’t know
© 2013
LinkedIn
Your company page
© 2013
LinkedIn Tips
© 2013
LinkedIn Tips
© 2013
LinkedIn Tips
© 2013
LinkedIn Tips
© 2013
LinkedIn Tips
© 2013
LinkedIn Summary
© 2013
Coffee
© 2013
Twitter
“Twitter is a real-time information network that connects you to the latest stories,
ideas, opinions and news about what you find interesting. Simply find the accounts
you find most compelling and follow the conversations.”
Twitter
© 2013
Twitter
Let’s take a general look
© 2013
Twitter
Time to tweet
© 2013
Twitter
Case Studies
© 2013
Twitter Tools!
http://tweet.grader.com/location/
© 2013
Twitter Small Business Guide: www.bit.ly/LfShmZ
Twitter
© 2013
Welcome
© 2013
Facebook ?
© 2013
© 2013
1,000,000,000
Facebook – the most …
© 2013
Facebook - Interesting Facts
1
17
279
1130
© 2013
69% 87% 18%
76:72
Facebook - Interesting Facts
© 2013
Facebook - Interesting Facts
Mind jumpers
30%
52%
95%
© 2013
Facebook - Timeline
© 2013
Facebook – Update / options
© 2013
Facebook – Connections/Engagement
© 2013
Facebook – Page / B2B
© 2013
Facebook -
© 2013
0
100
200
300
400
500
600
Birmingham Leicester Manchester Nottingham
Facebook Interactions
© 2013
Facebook - Timeline
© 2013
Mobile
© 2013
Facebook – Don’t forget
© 2013
Facebook tips
B2C Interaction
E-word of mouth
© 2013
Lunch
© 2013
Exposing your visual side
© 2013
“Social Media is Video”
(Social Media Examiner, 2012)
Image sharing is big business!
£1billion
of all Facebook activity revolves around photos (HBR 2012)
© 2013
YouTube
© 2013
800 million unique users visit YouTube each month
4 billion hours of video are watched each month
72 hours of video are uploaded every minute
YouTube Stats
© 2013
How it works/main features
YouTube
© 2013
Encourage
sharing
© 2013
How it works/main features
YouTube
© 2013
YouTube
© 2013
View visitors by
geography,
demographics,
traffic sources
© 2013
Facebook
Google +
YouTube
Twitter
Qzone (China only)
Global
Top 5 Social Media
December 2013
(GlobalWebIndex)
Also UK’s 2nd biggest search engine!
4 reasons to use YouTube
© 2013
Google rankings!
Google own YouTube!!!
4 reasons to use YouTube
© 2013
4 reasons to use YouTube
© 2013
4 reasons to use YouTube
© 2013
“Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all the
beautiful things you find on the web. Best of all, you can browse pinboards
created by other people.”
Pinterest
© 2013
© 2013
80%25 million+ users
(fastest network to achieve this)
High monthly time spent
Comscore, jeff bullas, MediaPost, PookyShares.
Pinterest
© 2013
Comscore, jeff bullas, MediaPost, PookyShares.
Pinterest
© 2013
Pinterest: how you can use it
http://about.pinterest.com/goodies/
http://business.pinterest.com/widget-
builder/#do_pin_it_button
© 2013
Pinterest: how it works
© 2013
Pinterest: how it works
© 2013
Pinterest: how it works
© 2013
Pinterest: how you can use it
Share your products
© 2013
Pinterest: how you can use it
Others then follow,
‘repin’ or ‘like’
© 2013
Pinterest: how you can use it
Showcase your expertise
© 2013
Pinterest: how you can use it
Become a thought leader
© 2013
Not just for B2C companies
Pinterest: how you can use it
© 2013
Pinterest: how you can use it
SELL - Add price with £ in description and it will automatically assign to Image
© 2013
http://pinterest.com/pinterestbiz/pinterest-marketing/
Business Tips for using Pinterest .
Pinterest
© 2013
“We want to help people make their photos available to
the people who matter to them.”
Other visual networks
© 2013
“Your videos belong here”
Other visual networks are available
© 2013
“It’s a fast, beautiful and fun way to share your
photos with friends and family.”
Other visual networks are available
© 2013
Case Study
What are customers
saying about your
competitors, anyone
disgruntled…….
Power of key clients
© 2013
Go viral!
Visual media – Get Creative
© 2013
Creating your own visual content
DIY animation tools:
http://www.powtoon.com
http://sparkol.com/videoscribe.php
© 2013
Activity
Brainstorm ways you could use video or imagery for the benefit of
your business.
Search on Pinterest and YouTube to see what competitors are doing,
get some ideas
© 2013
Welcome
© 2013
4sq what?
A day? - 4.16
© 2013
I don't care
who you are
Where you're from
What you did
4sq what?
All 4sq cares
WHO you are
Where you are
What you did
What you doing
© 2013
4sq – who needs it?
© 2013
20%
4sq how?
© 2013
Social, Game, Review, Location!!!
© 2013
4sq why?
2/3 +
80% +
© 2013
To start with…
© 2013
© 2013
Han Dynasty – Virtual to Physical
© 2013
Han Dynasty – Location! Location! Location!
SocialSocial GeographicalGeographical PhysicalPhysical
© 2013
4sq tips……
Location based
promotion
Simple but Smart
Tracking
Virtual VS
Physical
© 2013
Coffee
© 2013
Welcome
© 2013
G+ what?
© 2013
G+ what?
© 2013
G+ why?
© 2013
G+ for business
© 2013
G+ VS All
© 2013
G+ VS Twitter
© 2013
G+ VS Twitter
© 2013
G+ VS FB
© 2013
G+ VS LI
© 2013
G+ VS Eventbrite
© 2013
G+ VS Flickr
© 2013
G+ VS Flickr
© 2013
G+ VS 4sq
© 2013
G+ Pages
© 2013
G+ VS YouTube?
© 2013
10 History
Multi
Media
API
Screen
Share
Google
Apps
© 2013
G+ tips……
All in One
Google Apps
Integration
Its from Google
© 2013
Facebook for B2C
• Word of mouth
• Power of “Like”
• Listen and Talk to Fans
• Community
• Facebook fans have an 80%
higher propensity to buy
• Advertise with precision
© 2013
Facebook- Likes (Pros)
• Another face for the business
• Personalisation of business pages with
comments, sharing facilities etc
• Interaction with followers Easy engagement –
customers can “Like” button or add a comment
to engage
• Interaction with other businesses. Connect
with your suppliers, distributors, or contractors.
© 2013
Facebook for business
• Set up “Business Page”
not “Profile”
• Advocates are key –
encourage feedback
• Set up “Like” icon on web
pages
• Visuals are GREAT!!
• Completely free, supported
by advertising if required
© 2013
Create a page
© 2013
Don’t Panic!
Focus
© 2013
Don’t Panic!
Plan it like a wedding
© 2013
Don’t Panic!
Be time aware
© 2013
What Next
Contact us: @WMGSME, wmgsme@warwick.ac.uk
024 7657 5594
Innovation Programme – Other workshops
3D Printing, Cloud for Business, Twitter, Strategy, LinkedIn and Facebook
www.wmgsme.eventbrite.com
Talk through a project…..
© 2013
Thank You!

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