Presentation for IPA Nottingham group with overview of what social media is, how it can be used for digital engagement, personal branding, influence and recruitment.

1. Welcome to social media for
business management
Nottingham
6th November 2010
Susi O’Neill
digital consultant

2. About me
o DIGITAL STRATEGIST
o MEDIA INDUSTRY
o COMMUNITY MEDIA
o MUSICIAN

3. Introduction to social media for
business management
1. What is social media?
2. Social media for engagement
3. Personal branding and online networking
4. Social media for recruitment
5. Using social media to influence

4. Introduction to social media for
business management
1. What is social media?

5. SOCIAL
MEDIA

6. Why use social media?

7. Don Tapscott, Corporate Behaviour
Author of Wikinomics, video on YouTube

8. How is it working for you?

9. What is social media?

10. Defining social media
Using web tools
to transform
1-to-1 to
1-to-many
conversations

11. Links with...
User-generated content (UGC)

12. Links with...
Web 2.0 (software for sharing)

13. ...or as Tim Berners-Lee calls it

14. ...or as Tim Berners-Lee calls it
“a piece of
jargon”

15. Yesterday’s social media technologies

16. Today’s social media technologies

17. Today’s social media applications

18. Types of social media: blogs
 Over 1.4 million new
blog posts every day
 22 of 100 most
popular websites are
blogs
 51% of blog readers
shop online

19. Types of social media: social networks
 Facebook 4th most
populous nation with 350m
users & 700,000 business
pages
 LinkedIn: 50m users
 Used by 2/3 people in
world
 4th most popular online
activity (more than email)
 Time online growing at 3x
rate of other activities

20. Types of social media: sharing media
13 hours of footage
uploaded to YouTube
every second
100M YouTube videos
viewed daily
50 billion photos on
top 5 photo sharing sites
3M photos uploaded
daily to Flickr

21. Types of social media: micro-blogging
 Real-time status
updates now appear as
Google search results
 3M Tweets per day on
Twitter
 1.2M people ‘follow’
@stephenfry

22. Changing the game
“When we change how
we communicate, we
change society.”
Clay Shirky,
Here Comes
Everybody

24. “Achieving conventional
goals, such as profits and
joy, with unconventional
methods, such as
investing energy instead
of money”
(gmarketing.com)
Social media: a new name for an old thing

25. Old media: lean back

26. New media – lean forward

27. Old media: New media

28. From direct to personalised marketing
David Wilcox, The Social
Reporter

29. Social media is conversational

30. “Markets are conversations. When you think of
the internet, think of a table for two.”
The Cluetrain Manifesto

31. Introduction to social media for
business management
1. What is social media?
2. Social media for engagement

32. The social media shamrock
Marketing Engagement
Research

33. Types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Viral marketing
Email marketing
Brand sponsored media
3. Conversational
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content

34. Types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Viral marketing
Email marketing
Brand sponsored media
3. Conversational
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content
Social
Media

35. The seven roads of social media
1. Generate new work
2. Customer service
3. Improve customer retention
4. Increase your knowledge
5. Align with your competitors
6. Establish authority as an expert
7. Do business more productively
PCM Creative www.pcmcreative.co.uk

36. How does social media marketing work?
Savants
Enthusiasts
Casuals
Lurkers
100 passionate users
1000 true fans

37. Social media speeds up the sales funnel

38. Digital engagement: Johnson & Johnson

39. Digital engagement: Hungry Pumpkin

40. Your customers are talking about you

41. So help them out

42. Social media tools for PAs
RSS

43. Social media tools for PAs
RSS
Bookmarking
(Digg, Delicious)

44. Social media tools for PAs
RSS
Bookmarking
(Digg, Delicious)
Google alerts

45. Social media tools for PAs
RSS
Bookmarking
(Digg, Delicious)
Google alerts

46. Introduction to social media for
business management
1. What is social media?
2. Social media for engagement
3. Personal branding and online networking

47. Personal branding makes you
distinctive

48. Three laws of personal branding
Authenticity:
Be yourself, replicas aren’t valuable.
Define your brand before someone else
does for you.
Transparency:
It’s better to be straightforward and
honest, then lie, and have your actions
work against you.
Visibility:
If you aren’t known, you don’t exist.
“Me 2.0” Dan Shawbel
personalbrandingbook.com

49. Social media changes everything
Before: Now:
Jobs are for life, stay loyal to
the company brand
Loyalty is to your professional
journey working with organisations
that can support your aims
Only businesses and organisations
are visible online, branding is a
corporate issue
Everyone is visible online,
branding is about the person and
the organisation

50. Your social graph

51. Google yourself

52. Personal branding
 Build & invest in your network
 Own your brand URLs
 Create a consistent avatar
 Build an ‘evergreen cache’
 Be personal & personable

53. Memorable avatars

56. Social networking success strategies
 Set your goals – what can you achieve?
 Seed and share – be an expert
 Add value – share knowledge & ideas
 Have fun – be social, make connections
 Value your time – moderate & measure

57. When social networking goes wrong
the twitter v FedEx saga

58. Introduction to social media for
business management
1. What is social media?
2. Social media for engagement
3. Personal branding and online networking
4. Social media for recruitment

59. HR & legal: How much is too much?

60. What not to do...
Respect boundaries (and employment law)!

61. Your staff as brand ambassadors

62. Social media in HR
RSM McGladrey USA Accountants:
Corporate blog, CSR blog, YouTube recruitment
channel and Facebook group, B2B Twitter

63. Social media policy
Five core values:

65. Managing your business social media
 Putting out a ‘shingle’ obliges
you to respond
 Plan social media
strategically, manage responsibly
 ‘Mow the lawn’ in your spaces
 Be careful how you monitor
employee behaviours
 Create policies that balance
business and personal needs

66. Introduction to social media for
business management
1. What is social media?
2. Social media for engagement
3. Personal branding and online networking
4. Social media for recruitment
5. Using social media to influence

67. Get your boss to blog
Fritz Henderson, CEO, General Motors

68. ...or Twitter
Tony Hsieh, CEO Zappos, @zappos, followers: 1.7Million

69. Get started yourself
1. Start an internal or
external blog
(Wordpress.com)
2. Facebook business
page
3. LinkedIn profile
4. Twitter

70. Thank you
Contact Me:
susi@digitalconsultant.co.uk
Tel: 07981 222799
W
Twitter: @susioneill
Skype: susi.oneill
web/blog:
www.digitalconsultant.co.uk