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An Introduction to Social Media for Business


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A copy of the presentation given to delegates at the Business Link, Social Media for Business seminar at the Penventon Park Hotel, Redruth on the 27th October. Includes links to principal platforms and services.

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An Introduction to Social Media for Business

  1. 1. An Introduction to Social Media for Business
  2. 2. <ul><li>Is it just a fad? </li></ul><ul><li>Where do I start? </li></ul><ul><li>Where’s the money? </li></ul>
  3. 3. What you stand to gain <ul><li>Cost effective marketing </li></ul><ul><li>Brand trust & credibility </li></ul><ul><li>Increased customer loyalty / retention </li></ul><ul><li>Wider reach </li></ul><ul><li>Insight into market opinion </li></ul><ul><li>Improved collaboration </li></ul><ul><li>Increased sales & profitability </li></ul>
  4. 4. Who am I? <ul><li>Marketing Director at Tonick Media </li></ul><ul><ul><li>Private, Public, Third Sector clients </li></ul></ul><ul><ul><li>Publishers of Business Cornwall </li></ul></ul><ul><li>Co-Founder of Cornwall Social Media Café </li></ul><ul><li>Lead Organiser of Cornwall Twestivals </li></ul><ul><li>Background in sales, marketing and media </li></ul>
  5. 5. What is Social Media?
  6. 6. <ul><li>“ Media designed to be </li></ul><ul><li>disseminated through </li></ul><ul><li>social interaction, </li></ul><ul><li>created using highly </li></ul><ul><li>accessible and scalable </li></ul><ul><li>publishing techniques.” </li></ul><ul><li>Wikipedia Definition </li></ul>
  7. 7. <ul><li>or </li></ul><ul><li>“’s how people read, </li></ul><ul><li>discover and share </li></ul><ul><li>information.” </li></ul>
  8. 8. Understanding Social Media <ul><li>Many to many </li></ul><ul><li>Real time </li></ul><ul><li>Community </li></ul><ul><li>Authentic </li></ul><ul><li>Conversational </li></ul><ul><li>Sociological / Technological </li></ul><ul><li>UGC and CGM </li></ul>
  9. 9. Who’s using Social Media? Graphic created using
  10. 10. The Technology
  11. 11. Social Media Platforms Blogs Social Networks Wiki Sites File Sharing Sites Social Bookmarking Live Streaming Virtual Worlds Aggregators
  12. 12. Credit: Brian Solis, JESS3,
  13. 13. Some Statistics <ul><li>More than 300m active users </li></ul><ul><li>More than 150m log on every day </li></ul><ul><li>10m+ users become fans of Pages every day </li></ul><ul><li>27% are between 25-34 </li></ul><ul><li>23% are between 35-49 </li></ul><ul><li>Fastest growing user group on Facebook is 35+ </li></ul>
  14. 15. Some Statistics <ul><li>77% of active internet users read blogs </li></ul><ul><li>133m+ blogs indexed by Technorati </li></ul><ul><li>Websites with blogs achieve 55% more traffic </li></ul>
  15. 17. Some Statistics <ul><li>24m unique visitors </li></ul><ul><li>The average age of a Twitter user is 31 </li></ul><ul><li>Only 16% of users under 25 </li></ul><ul><li>Reached 10.7% of active internet users in June </li></ul>
  16. 19. Some Statistics <ul><li>1 new user per second </li></ul><ul><li>47m active users </li></ul><ul><li>Executives from all Fortune 500 companies </li></ul><ul><li>Average earnings of $109k (Approx £68k) </li></ul><ul><li>46% of LinkedIn users are Decision Makers </li></ul>
  17. 21. How are others using it?
  18. 22. Case Study: Business Cornwall
  19. 26. <ul><li>Where’s the money? </li></ul>
  20. 27. Case Study: Business Cornwall
  21. 28. Case Study: UKNetWeb
  22. 29. <ul><li>Where’s the money? </li></ul>
  23. 30. Case Study: UKNetWeb
  24. 31. Case Study: UKNetWeb <ul><li>500% increase in new business enquiries through social networks </li></ul><ul><li>2/3 of all enquiries through social networks </li></ul><ul><li>Higher average order values </li></ul><ul><li>Increased reach </li></ul>
  25. 32. More Examples <ul><li>Dell </li></ul><ul><ul><li>$3m Sales attributed to Twitter </li></ul></ul><ul><li>Twestival </li></ul><ul><ul><li>£2,644 raised locally </li></ul></ul><ul><li>Surfers Against Sewage </li></ul><ul><ul><li>Hundreds of new members, increased activity </li></ul></ul><ul><li>Tonick Media </li></ul>
  26. 33. <ul><li>Getting started </li></ul>
  27. 34. Planning an approach Identify your community Define your objectives Decide your approach Allocate resources Link to technology
  28. 35. Identifying your community Allied trades Competitors Funders / Investors Other regions Staff Journalists Suppliers Politicians Demographics Technical ability Interests Geographic location Partners Influencers Customers
  29. 36. Where do I start? <ul><li>Get started with social networks </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Start writing a blog </li></ul><ul><li>Engage in conversations with your ‘community’ </li></ul><ul><li>Attend events </li></ul><ul><li>Build relationships online & off (blended approach) </li></ul>
  30. 37. Some tips <ul><li>Start with the people you know </li></ul><ul><li>Get your alerts set up </li></ul><ul><li>Think “Why would someone care?” </li></ul><ul><li>Remember your audience </li></ul><ul><li>Always be ethical and respect etiquette </li></ul><ul><li>Be clear in your objectives </li></ul><ul><li>Don’t overstretch </li></ul><ul><li>Quality over quantity </li></ul>
  31. 38. Measuring and Analysis <ul><li>Google Analytics </li></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>New vs. Returning </li></ul></ul><ul><ul><li>Time on site </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><li>Google Alerts </li></ul><ul><li>SocialOomph , TweetBeep & Twitter Search </li></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul>
  32. 39. In Summary... <ul><li>It’s not just a fad – but it is. </li></ul><ul><li>Plan out your approach </li></ul><ul><li>Understand your objectives </li></ul><ul><li>Monitor and tweak regularly </li></ul><ul><li>Don’t start with the technology </li></ul><ul><li>Remember it’s Social Media </li></ul><ul><li>Quality over Quantity </li></ul><ul><li>Think ‘Why should they care?’ </li></ul>
  33. 40. How we can help <ul><li>Planning & Strategy </li></ul><ul><li>Advice & Guidance </li></ul><ul><li>Research </li></ul><ul><li>Bespoke Training </li></ul><ul><ul><li>One to One </li></ul></ul><ul><ul><li>For Teams </li></ul></ul>
  34. 41. More information <ul><li>Message me on Facebook , Twitter , LinkedIn or any other social network you find me on </li></ul><ul><li>Check out the blog at </li></ul><ul><li>Give me a call – 01209 718688 / 07501 259000 </li></ul><ul><li>Send me an email - </li></ul>
  35. 42. <ul><li>Thank you for listening </li></ul>