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Marketing Masterclass: An Introduction to Social Media for Business


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A copy of the presentation delivered to delegates at Mervyn Smallwood's Marketing Masterclasses held at the Berlewen Building, Pool and Jury's Inn, Plymouth during the week of the 26th April 2010.

The original presentation was delivered by Aren Grimshaw or Tonick Media. To arrange for a similar presentation at your event or training seminar please contact Aren on 01209 718688 / 07501 259000. You can also connect with Aren across a number of social networks by searching Google for 'Aren Grimshaw'.

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Marketing Masterclass: An Introduction to Social Media for Business

  1. 1. Social Media for Business Marketing Masterclass Presented by Aren Grimshaw Monday 26 th April 2010
  2. 2. Before we get started… Who Am I?
  3. 3. 60% of European Consumers now engage with Social Media on a regular basis 64% of UK Companies say they have experimented with Social Media However…
  4. 4. This leaves some important questions unanswered… What is Social Media? Is it just another fad? Is anyone making any money? Where do I start?
  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. Social Media Marketing is about using Social Media to engage with online communities to generate exposure , opportunity and sales
  9. 9. Key Aspects & Terminology <ul><li>Web 2.0 </li></ul><ul><li>Viral </li></ul><ul><li>Real Time </li></ul><ul><li>Authentic </li></ul><ul><li>UGC & CGM </li></ul><ul><li>Sociological / Technological </li></ul>
  10. 10. The Technology
  11. 12. Social Media Platforms Blogs Social Networks Wiki Sites File Sharing Sites Social Bookmarking Live Streaming Forums Aggregators
  12. 13. What is Facebook? <ul><li>Launched 2004 </li></ul><ul><li>400m Active Users </li></ul><ul><li>50% are between 25-49 </li></ul>
  13. 14. Latest Statistics <ul><li>50% log on in any given day </li></ul><ul><li>100m+ access via mobile devices (twice as active) </li></ul><ul><li>35m+ users update their status each day </li></ul><ul><li>60m+ status updates posted each day </li></ul><ul><li>5bn+ pieces of content shared per week </li></ul>Source:
  14. 15. An Averege user… <ul><li>130+ Friends </li></ul><ul><li>55 minutes on Facebook per day </li></ul><ul><li>Adds 25 comments to content each month </li></ul><ul><li>Becomes a fan of 4 Pages each month </li></ul><ul><li>Is a member of 13 groups </li></ul>Source:
  15. 19. Some Statistics <ul><li>77% active internet users read blogs </li></ul><ul><li>133m+ blogs </li></ul><ul><li>55% more traffic </li></ul>
  16. 21. What is Twitter? <ul><li>Blogging Platform </li></ul><ul><li>Social Network </li></ul><ul><li>Search Engine </li></ul><ul><li>Focus Group </li></ul><ul><li>News Wire </li></ul>
  17. 22. Some Statistics <ul><li>50m Tweets Per Day </li></ul><ul><li>66m Unique Visitors </li></ul><ul><li>550m Visits </li></ul><ul><li>5.5m UK Members </li></ul>
  18. 23. An Average user… <ul><li>31 </li></ul><ul><li>126 Followers </li></ul><ul><li>80% do not go via the website </li></ul>
  19. 24. A Typical Profile Avatar Bio Web Address Location Custom Background
  20. 25. What is LinkedIn? <ul><li>‘ Professional Network’ </li></ul><ul><li>65m+ members </li></ul><ul><li>150 industries </li></ul><ul><li>200 countries / territories </li></ul>
  21. 26. Some Statistics <ul><li>1 new user per second </li></ul><ul><li>£68,000 Average earnings </li></ul><ul><li>46% decision makers </li></ul>
  22. 29. Where do I start?
  24. 31. The notion of community, refers to a group of people united by at least one common characteristic. Source:
  25. 32. To some people it’s a feeling, to some people it’s relationships, to some people it’s a place, to some people it’s an institution Source:
  26. 33. Each individual may be part of many different communities Experiences Interests Values Geographic Innate Characteristics Characteristic Groups
  27. 34. Innate / Experiences Male 28 Years Old Father of 2 Children Working in a small business Interests Social Media Business ‘ Social Good’ Geographic St.Austell Cornwall United Kingdom
  28. 35. Identifying Communities Customers Influencers Partners Demographics Technical ability Interests Geographic location Staff Journalists Suppliers Politicians Allied trades Competitors Funders / Investors Other regions
  29. 36. Defining Your Objectives <ul><li>SEO: link building, content factors </li></ul><ul><li>Marketing: Promote business, brand awareness </li></ul><ul><li>Sales: New contact routes, increase purchasing </li></ul><ul><li>Engagement: Increase loyalty, foster word of mouth </li></ul><ul><li>Research: Identify trends / niches, consultation </li></ul><ul><li>PR: Manage reputation, get news out </li></ul><ul><li>Management: Collaboration, knowledge sharing </li></ul><ul><li>Calculate potential returns and define KPIs </li></ul>
  30. 37. Allocating Resources <ul><li>Budget </li></ul><ul><li>Skills </li></ul><ul><li>Staff </li></ul><ul><li>Gaps </li></ul><ul><li>Business As Usual (BAU) </li></ul><ul><li>Time </li></ul>
  31. 38. The Approach
  32. 39. VCP Visibility + Credibility = Profitability
  33. 40. Visibility <ul><li>Create Shop Windows </li></ul><ul><li>Networks / Community Engagement </li></ul><ul><li>Viral / WOM </li></ul><ul><li>Joining Conversations </li></ul><ul><li>Tell a Story </li></ul><ul><li>Broaden Reach of Activity </li></ul>
  34. 41. Credibility <ul><li>Show Knowledge </li></ul><ul><li>Passive Marketing </li></ul><ul><li>Use Network </li></ul><ul><li>‘ Givers Gain’ </li></ul>
  35. 42. Profitability <ul><li>Long Term </li></ul><ul><li>Define KPIs </li></ul><ul><li>Cost Savings </li></ul><ul><li>New Contact Routes </li></ul>
  36. 43. Some Examples
  37. 51. Is anyone making any money?
  38. 52. Results: Business Cornwall
  39. 53. <ul><li>The Results: </li></ul><ul><li>207 Comments </li></ul><ul><li>365 Facebook Fans </li></ul><ul><li>1,259 Twitter Followers </li></ul><ul><li>21,867 Reads on Scribd </li></ul><ul><li>73% Increase in Unique Monthly Visitors </li></ul><ul><li>97% Increase in Monthly Visits </li></ul>Case Study: Business Cornwall
  40. 54. Results: UKNetWeb
  41. 55. <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>100% Increase in Average Order Values </li></ul><ul><li>Opened up UK & International Markets </li></ul>Results: UKNetWeb
  42. 56. Results: More Examples <ul><li>Dell </li></ul><ul><ul><li>$7m Twitter Sales </li></ul></ul><ul><li>Twestival (2010) </li></ul><ul><ul><li>SW / Wales Region approx. £20,000 to date </li></ul></ul><ul><ul><li>UK £62,000 to date </li></ul></ul><ul><li>Surfers Against Sewage </li></ul><ul><ul><li>New members, increased activity </li></ul></ul><ul><li>Tonick Media </li></ul>
  43. 57. Where do I start?
  44. 58. Your First Steps <ul><li>Start building your social & professional networks with the people you know </li></ul><ul><li>Explore Social Media content around subjects of interest (Real time) </li></ul>
  45. 59. Google Show Options
  46. 60. Google Show Options
  47. 61. Your First Steps <ul><li>Start building your social & professional networks with the people you know </li></ul><ul><li>Explore Social Media content around subjects of interest (Real time) </li></ul><ul><li>Identify interesting sources & people – what makes them worth listening to? </li></ul><ul><li>Try engaging with content through comments, messaging etc </li></ul>
  48. 62. Tips & Advice <ul><li>Quality wins over Quantity </li></ul><ul><li>Aim for a dialogue (engagement) Social Media is not a broadcast medium </li></ul><ul><li>Think about your story </li></ul><ul><li>Use a variety of media </li></ul><ul><li>Review regularly and tweak </li></ul>
  49. 63. A couple of things to keep in mind... The conversation goes on whether you take part or not You cannot control it, you can only seek to manage it
  50. 64. Get it right… <ul><li>Increased brand awareness & credibility </li></ul><ul><li>Increased web traffic & website engagement </li></ul><ul><li>Higher average order values </li></ul><ul><li>More repeat business, increased loyalty </li></ul><ul><li>Reach into new markets / existing markets </li></ul><ul><li>Insight into customer opinions & opportunities </li></ul><ul><li>More sales & increased profitability </li></ul>
  51. 65. Extra Support <ul><li>We can offer additional support in the following areas: </li></ul><ul><li>Research & Strategy </li></ul><ul><li>Consultancy </li></ul><ul><li>Training & Mentoring </li></ul><ul><li>Implementation & Integration </li></ul><ul><li>Content Production </li></ul>
  52. 66. For 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>
  53. 67. <ul><li>@arengrimshaw </li></ul><ul><li> </li></ul><ul><li> </li></ul>