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Social media for managers<br />Chartered Management InstituteNorthampton12th Jan 2010Susi O’Neill, digital consultant<br />
About me<br /><ul><li>Digital content producer, online marketer & website  manager since 2000
   Digital strategy consultant –growing businesses online through strategic planning and marketing
   Specialise in media industries moving to online economy, multimedia content and e-marketing
   Founded CreativeNottingham.com, new blog for creatives in Nottingham
   Trained as a musician, toured Europe with many alternative bands
   A leading UK theremin player, many TV appearances & recently 4th plinth, Trafalgar Square</li></li></ul><li>Tonight’s p...
Don Tapscott, Corporate Behaviour<br />Author of Wikinomics, video on YouTube<br />
What is social media?<br />
Defining social media<br />Using web tools to transform 1-to-1 to 1-to-many conversations<br />
 Links with...User-generated content (UGC)<br />
Links with...Web 2.0 (software for sharing)<br />
...or as Tim Berners-Lee calls it<br />“a piece of jargon”<br />
Isn’t the web inherently social?<br />Usenet Newsgroup, established 1981 (now Google Groups)<br />
Isn’t the web inherently social?<br />Google Wave, collaborative communication tool, launched  Sept 2009<br />
Types of social media: blogs<br /><ul><li>Over 1.4 million new blog posts every day
   22 of the 100 most popular websites are blogs
   51% of blog readers shop online</li></li></ul><li>Types of social media: social networks<br /><ul><li>Facebook 4th most...
   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</li></li></ul><li>Types of social media: sharing media<br /><ul><li>...
100M YouTube videos viewed daily
50 billion photos on top 5 photo sharing sites
3M photos uploaded daily to Flickr</li></li></ul><li>Types of social media: micro-blogging<br /><ul><li>   Real-time statu...
   3M Tweets per day on Twitter
   1.2M people ‘follow’ @stephenfry</li></li></ul><li>Negative perceptions<br />
Negative perceptions<br />
2007: The tipping point<br />
Using social media for business<br />
Your customers are talking about you<br />
So help them out<br />
How does social media marketing work?<br />100 passionate users<br />1000 true fans<br />
Social platforms: youth<br />(8-12 girls)<br />
Social platforms: B2C<br />(over 50s)      (virtual world)<br />
Social platforms: B2B<br />
Social platforms: create your own network<br />Ning: a free tool to build your own social network<br />
Social media marketing: success stories<br />Wiggly Wigglers, HerefordshireDell Global Small Business Excellence Award, 20...
Social media marketing: success stories<br />Zappos:Exceptional customer service online, acquired by Amazon for $1.2billio...
Social media marketing: #FAIL<br />Habitat: Twitter spam linked to Iranian human rights violations<br />
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Social Media For Managers Jan 2010

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Presentation give at CMI Northants, 12.01.2010 aimed at how manager can understand social media for the purposes of marketing, research and engagement - with tips on HR and getting started.

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Social Media For Managers Jan 2010

  1. 1. Social media for managers<br />Chartered Management InstituteNorthampton12th Jan 2010Susi O’Neill, digital consultant<br />
  2. 2. About me<br /><ul><li>Digital content producer, online marketer & website manager since 2000
  3. 3. Digital strategy consultant –growing businesses online through strategic planning and marketing
  4. 4. Specialise in media industries moving to online economy, multimedia content and e-marketing
  5. 5. Founded CreativeNottingham.com, new blog for creatives in Nottingham
  6. 6. Trained as a musician, toured Europe with many alternative bands
  7. 7. A leading UK theremin player, many TV appearances & recently 4th plinth, Trafalgar Square</li></li></ul><li>Tonight’s presentation<br /> What is social media?<br /> Social media for engagement<br /> Social media for marketing<br /> Social media for research<br /> Personal branding and online networking<br /> HR & legal implications<br /> Getting started: what and how<br /> Questions & discussion<br />
  8. 8. Don Tapscott, Corporate Behaviour<br />Author of Wikinomics, video on YouTube<br />
  9. 9. What is social media?<br />
  10. 10. Defining social media<br />Using web tools to transform 1-to-1 to 1-to-many conversations<br />
  11. 11. Links with...User-generated content (UGC)<br />
  12. 12. Links with...Web 2.0 (software for sharing)<br />
  13. 13. ...or as Tim Berners-Lee calls it<br />“a piece of jargon”<br />
  14. 14. Isn’t the web inherently social?<br />Usenet Newsgroup, established 1981 (now Google Groups)<br />
  15. 15. Isn’t the web inherently social?<br />Google Wave, collaborative communication tool, launched Sept 2009<br />
  16. 16. Types of social media: blogs<br /><ul><li>Over 1.4 million new blog posts every day
  17. 17. 22 of the 100 most popular websites are blogs
  18. 18. 51% of blog readers shop online</li></li></ul><li>Types of social media: social networks<br /><ul><li>Facebook 4th most populous nationwith 350m users & 700,000 business pages
  19. 19. LinkedIn: 50m users
  20. 20. Used by 2/3 people in world
  21. 21. 4th most popular online activity (more than email)
  22. 22. Time online growing at 3x rate of other activities</li></li></ul><li>Types of social media: sharing media<br /><ul><li>13 hours of footage uploaded to YouTubeevery second
  23. 23. 100M YouTube videos viewed daily
  24. 24. 50 billion photos on top 5 photo sharing sites
  25. 25. 3M photos uploaded daily to Flickr</li></li></ul><li>Types of social media: micro-blogging<br /><ul><li> Real-time status updates now appear as Google search results
  26. 26. 3M Tweets per day on Twitter
  27. 27. 1.2M people ‘follow’ @stephenfry</li></li></ul><li>Negative perceptions<br />
  28. 28. Negative perceptions<br />
  29. 29. 2007: The tipping point<br />
  30. 30. Using social media for business<br />
  31. 31. Your customers are talking about you<br />
  32. 32. So help them out<br />
  33. 33. How does social media marketing work?<br />100 passionate users<br />1000 true fans<br />
  34. 34. Social platforms: youth<br />(8-12 girls)<br />
  35. 35. Social platforms: B2C<br />(over 50s) (virtual world)<br />
  36. 36. Social platforms: B2B<br />
  37. 37. Social platforms: create your own network<br />Ning: a free tool to build your own social network<br />
  38. 38. Social media marketing: success stories<br />Wiggly Wigglers, HerefordshireDell Global Small Business Excellence Award, 2008<br />Video Online<br />
  39. 39. Social media marketing: success stories<br />Zappos:Exceptional customer service online, acquired by Amazon for $1.2billion<br />
  40. 40. Social media marketing: #FAIL<br />Habitat: Twitter spam linked to Iranian human rights violations<br />
  41. 41. Online tools for research<br /><ul><li> Surveys: Survey Monkey
  42. 42. Alerts: TweetBeep,Google Alerts
  43. 43. Search: Social Mention
  44. 44. RSS feeds: Google Reader
  45. 45. Encourage feedback</li></li></ul><li>Sentiment analysis<br />Social Mention<br />
  46. 46. Personal branding<br /><ul><li> Build & invest in your network
  47. 47. Own your brand URLs
  48. 48. Create a consistent avatar
  49. 49. Build an ‘evergreen cache’
  50. 50. Be personal & personable</li></li></ul><li>When social networking goes wrong<br />the twitter v FedEx saga<br />
  51. 51. HR & legal<br /><ul><li> Putting out a ‘shingle’ obliges you to respond
  52. 52. Plan social media strategically, manage responsibly
  53. 53. ‘Mow the lawn’ in your spaces
  54. 54. Be careful how you monitor employee behaviours
  55. 55. Create policies that balance business and personal needs</li></li></ul><li>What not to do...<br />Respect boundaries (and employment law)!<br />
  56. 56. Social marketingsuccess strategies<br /><ul><li> Develop a digital strategy
  57. 57. Integrate social media in marketing AND customer service
  58. 58. Join conversations – add value
  59. 59. Making content useful/funny engaging
  60. 60. Allow people to share & interact</li></li></ul><li>Social networking success strategies<br /><ul><li>Set your goals – what can you achieve?
  61. 61. Seed and share – be an expert
  62. 62. Add value – share knowledge & ideas
  63. 63. Have fun – be social, make connections
  64. 64. Value your time – moderate & measure</li></li></ul><li>Online engagement success strategies<br /><ul><li> Monitor & horizon scan
  65. 65. Offer solutions
  66. 66. Share advice – soft sell
  67. 67. Listen to the community & conversation
  68. 68. Create service which add value</li></li></ul><li>Getting started<br />Start an internal or external blog (Wordpress.com)<br />Facebook business page<br />LinkedIn profile<br />Start a Twitter newsfeed<br />
  69. 69. Thank you. Over to you.<br />Contact Me:susi@digitalconsultant.co.uk<br />Tel: 07981 222799Twitter: @susioneillSkype: susi.oneillweb: www.digitalconsultant.co.uk<br />

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