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Enterprising Use of Social Media 2011


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Delighted to speak for Channel 4 for the second year running on the Enterprising Use of Social Media for Global Entrepreneurs Week.
Here is my slide deck.

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Enterprising Use of Social Media 2011

  1. 1. The Enterprising use of Social Media Tiffany St James 4Talent, Channel 4 Global Entrepreneurs Week 2011 #4TGEW11
  2. 2. Hello! Tiffany St James on most social channels @TiffanyStJames [email_address]
  3. 3. Coming up… <ul><li>How individuals, small businesses, government, charities and causes are now using social media to create, connect, share and engage with their audiences.    </li></ul>
  4. 4. Individuals
  5. 5.
  6. 6. Kyle
  7. 7. Charities, voluntary and third sector
  8. 8. Social for good
  9. 9.
  10. 10. Crowdsourcing for good
  11. 11. Ushahidi – how it works
  12. 12. Ushahidi - Haiti
  13. 13. Causes Power to the people Solidarity
  14. 14. Power to the lobby
  15. 15. Dutch Transplantation Foundation
  16. 16. Chromorama Oyster card Data Point #2 Gamification of data to change behaviour (or at least route!)
  17. 17. Showing solidarity - #IAmSpartucus
  18. 18. Showing solidarity - #welovebaskers
  19. 19. The Great Schlep
  20. 20. Medium and small businesses Low budget, effective marketing
  21. 21.
  22. 22.
  23. 23.
  24. 24. Blendtec – quintupled sales <ul><li>Here’s what Blendtec do online </li></ul><ul><li>CEO Tom Dickson and the R&D team </li></ul><ul><li>had a practice of testing wooden </li></ul><ul><li>boards to test product toughness </li></ul><ul><li>Retail sales up 700% </li></ul><ul><li>5.8million channel views </li></ul><ul><li>142.3million upload views </li></ul><ul><li>YouTube 330,000 subscribers </li></ul><ul><li>The Today Show, The Wall Street Journal </li></ul>
  25. 25. Rewired State
  26. 26. Radioshack
  27. 27. Local businesses
  28. 28. Big businesses Campaigns Brands Who is doing it well?
  29. 29. Ben and Jerry’s
  30. 30. Copenhagen Wheel MIT SENSEable Cities
  31. 31. Best Job In The World!!!
  32. 32. Ford Fiesta <ul><li>100 Ford Fiesta agents </li></ul><ul><li>6.5 million YouTube views </li></ul><ul><li>3.4 million impressions on Twitter </li></ul><ul><li>670,000 Flickr photos uploaded </li></ul><ul><li>50,000 requests for info from non-ford owners </li></ul><ul><li>Sold 10,000 units in first 6 days of release </li></ul><ul><li>Fraction of the cost of national advertising campaign </li></ul><ul><li>Next: Reimagining the way The FF get advertised </li></ul>
  33. 33. Aviva - The Big Picture Make heroes of your customers Enable mass market play w supersize rewards
  34. 34. Heineken Facebook Music Matcher Using your “fans” data, to add value to them Campaign hooks: sharing a necessity for competition entry
  35. 35. Vodafone TweetFields Identify Influencers, Monitor Trends & Curate Information
  36. 36. Chatroulette <ul><li>The element of surprise: Chatroulette </li></ul>
  37. 37. Pepsi Refresh Project <ul><li>What is the project all about? </li></ul>
  38. 38. Old spice continual campaign optimisation
  39. 39. Smirnoff Sensations (RFID)
  40. 40. VW Fox – #foxatplanetaterra Interactive Treasure Hunt – Twitter Zoom
  41. 41. Mercedes Benz Tweet Race Interaction between digital & real world 30,000 active participants in a Twitter fuelled RACE
  42. 42. Keeping Keeley
  43. 43. T Mobile Simple Ideas are easily spread 70 million Youtube views
  44. 44. Hyundai - Projection Mapping
  45. 45. What can we learn from all of this?
  46. 46. The tipping point framework works
  47. 47. Consider how you can…. <ul><li>Identify, empower and enable your advocates </li></ul><ul><li>90 – 9 – 1 </li></ul>
  48. 48. Social Rank - Klout
  49. 49. Social Rank – Peer Index
  50. 50. Social Media MUST address business objectives Human Resources Business Intelligence Public Relations Customer Service Direct Sales
  51. 51. Set an objective Listening Audience insight, understanding views Buzz generation Stimulating discussion, encouraging sharing Discussion & Response Driving take-up, asking for feedback Co-production Working with a community to produce a resource Source:
  52. 52. Ensure you have good social content: <ul><li>Friendly voice and tone </li></ul><ul><li>Consistent language across channels </li></ul><ul><li>Helpful and timely </li></ul><ul><li>Meaningful </li></ul><ul><li>Relevant </li></ul><ul><li>Entertaining </li></ul><ul><li>..... Would you want to pass it on? </li></ul>
  53. 53. Have a digital code of conduct <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant </li></ul><ul><li>Be an ambassador for </li></ul><ul><li>your organisation </li></ul>
  54. 54. Have a social media policy <ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Statement of ethics </li></ul><ul><li>Context for organisation </li></ul><ul><li>Tools and services </li></ul><ul><li>Professional and personal use </li></ul>
  55. 55. Television Microsite Blog Social Media Documentaries Print Digital Experiential Connect your digital and social presences Source: Euro RSCG London
  56. 56. Measures of success - KPIs <ul><li>Outputs </li></ul><ul><li>How many visits, referrals, subscribers, loyalty, web analytics, bounce rates </li></ul><ul><li>Outtakes </li></ul><ul><li>Message and experience for user satisfaction, measuring change of attitude </li></ul><ul><li>Outcomes </li></ul><ul><li>Action - what do you want the user to do? </li></ul>Source: UK Govt COI Interactive services
  57. 57. Key activities for you & your clients <ul><li>Listen, monitor and gain insight on what is being said </li></ul><ul><li>Build an interested community </li></ul><ul><li>Manage reputation </li></ul><ul><li>Promote initiatives and campaigns </li></ul><ul><li>Engage with influencers </li></ul><ul><li>Idea creation </li></ul><ul><li>Market testing </li></ul><ul><li>Product testing </li></ul><ul><li>e CRM – full service customer relations </li></ul>
  58. 58. Thank you! Tiffany St James on most social channels Let’s keep talking…. @TiffanyStJames Slides on [email_address]
  59. 59. With kind thanks to.. <ul><li>Colleen Carrington </li></ul><ul><li> </li></ul><ul><li>Social Lens </li></ul><ul><li> </li></ul><ul><li>Global Web Index Oct 2010 - Trust has changed </li></ul><ul><li>Carringtom Quantcast data May 2010 - Social networks how people spend time </li></ul><ul><li>Forrester and Gartner research various </li></ul><ul><li>Steph Gray: Helpful Technology </li></ul>