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Social Media for Business (Exeter April 2010)

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A copy of the slides used by Aren Grimshaw in a presentation on Social Media for Business on behalf of Business Link.

For details of future events or to book a place please email aren (at) tonickmedia.com

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Social Media for Business (Exeter April 2010)

  1. 1. Social Media for Business<br />
  2. 2. Before we get started… Who Am I?<br />
  3. 3. 60% of European Consumers now engage with Social Media on a regular basis<br />64% of UK Companies say they have experimented with Social Media<br />However…<br />
  4. 4. This leaves some important questions unanswered…<br />What is Social Media?<br />Is it just another fad?<br />Is anyone making any money?<br />Where do I start?<br />
  5. 5. What is Social Media?<br />
  6. 6. “Media designed to be <br />disseminated through <br />social interaction, <br />created using highly<br />accessible and scalable <br />publishing techniques.”<br />Wikipedia Definition<br />
  7. 7. or<br />“...it’s how people read, <br />discover and share<br />information.”<br />
  8. 8. Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales<br />
  9. 9. Key Aspects & Terminology<br />Web 2.0 <br />Real Time<br />Viral <br />Authentic<br />UGC & CGM<br />Sociological / Technological<br />
  10. 10. The Technology<br />
  11. 11.
  12. 12. Social Media Platforms<br />Blogs<br />Social Networks<br />Wiki Sites<br />File Sharing Sites<br />Social Bookmarking<br />Live Streaming<br />Forums<br />Aggregators<br />
  13. 13. What is Facebook?<br />Launched 2004 <br />400m Active Users<br />50% are between 25-49<br />
  14. 14. Latest Statistics<br />50% log on in any given day<br />100m+ access via mobile devices (twice as active)<br />35m+ users update their status each day<br />60m+ status updates posted each day<br />5bn+ pieces of content shared per week<br />Source: http://www.facebook.com/press/info.php?statistics<br />
  15. 15. An Averege user…<br />130+ Friends<br />55 minutes on Facebook per day<br />Adds 25 comments to content each month<br />Becomes a fan of 4 Pages each month<br />Is a member of 13 groups<br />Source: http://www.facebook.com/press/info.php?statistics<br />
  16. 16.
  17. 17. Some Statistics<br />77% active internet users read blogs<br />133m+ blogs<br />55% more traffic<br />
  18. 18.
  19. 19. What is Twitter?<br /><ul><li>Social Network
  20. 20. Blogging Platform
  21. 21. Search Engine
  22. 22. Focus Group
  23. 23. News Wire</li></li></ul><li>Some Statistics<br />50m Tweets Per Day<br />66m Unique Visitors <br />550m Visits<br />5.5m UK Members<br />
  24. 24. An Average user…<br />31 <br />126 Followers<br />80% do not go via the website<br />
  25. 25. A Typical Profile<br />Location<br />Web Address<br />Avatar<br />Bio<br />Custom <br />Background<br />
  26. 26. What is LinkedIn?<br />‘Professional Network’<br />65m+ members <br />150 industries<br />200 countries / territories <br />
  27. 27. Some Statistics<br />1 new user per second <br />£68,000 Average earnings <br />46% decision makers<br />
  28. 28.
  29. 29. Where do I start?<br />
  30. 30. Identify Communities<br />Define Objectives<br />Allocate Resources<br />Agree an Approach<br />Link to Technology<br />The Planning Approach<br />
  31. 31. The notion of community, refers to a group of people united by at least one common characteristic.Source: http://www.cdc.gov/phppo/pce/part1.htm<br />
  32. 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 institutionSource: http://www.cdc.gov/phppo/pce/part1.htm<br />
  33. 33. Each individual may be part of many different communities<br />
  34. 34. Innate / Experiences<br />Male<br />28 Years Old<br />Father of 2 Children<br />Working in a small business<br />Interests<br />Social Media<br />Business<br />‘Social Good’<br />Geographic<br />St.Austell<br />Cornwall<br />United Kingdom<br />
  35. 35. Identifying Communities<br />
  36. 36. Defining Your Objectives<br />SEO: link building, content factors<br />Marketing: Promote business, brand awareness<br />Sales: New contact routes, increase purchasing<br />Engagement: Increase loyalty, foster word of mouth<br />Research: Identify trends / niches, consultation<br />PR: Manage reputation, get news out<br />Management: Collaboration, knowledge sharing<br />Calculate potential returns and define KPIs<br />
  37. 37. Allocating Resources<br />Budget<br />Skills<br />Staff<br />Gaps<br />Business As Usual (BAU)<br />Time<br />
  38. 38. The Approach<br />
  39. 39. VCP<br />Visibility <br />+<br />Credibility<br />=<br />Profitability<br />
  40. 40. Visibility<br />Create Shop Windows<br />Networks / Community Engagement<br />Viral / WOM<br />Joining Conversations<br />Tell a Story<br />Broaden Reach of Activity<br />
  41. 41. Credibility<br />Show Knowledge<br />Passive Marketing<br />Use Network<br />‘Givers Gain’<br />
  42. 42. Profitability<br />Long Term<br />Define KPIs<br />Cost Savings<br />New Contact Routes<br />
  43. 43. Some Examples<br />
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51. Is anyone making any money?<br />
  52. 52. Results: Business Cornwall<br />
  53. 53. The Results:<br />207 Comments<br />365 Facebook Fans<br />1,259 Twitter Followers<br />21,867 Reads on Scribd<br />73% Increase in Unique Monthly Visitors<br />97% Increase in Monthly Visits<br />Case Study: Business Cornwall<br />
  54. 54. Results: UKNetWeb<br />
  55. 55. 500% increase in new business enquiries through social networks<br />2/3 of all enquiries through social networks<br />100% Increase in Average Order Values<br />Opened up UK & International Markets<br />Results: UKNetWeb<br />
  56. 56. Results: More Examples<br />Dell<br />$7m Twitter Sales <br />Twestival (2010)<br />SW / Wales Region approx. £20,000 to date<br />UK £62,000 to date<br />Surfers Against Sewage<br />New members, increased activity<br />Tonick Media<br />
  57. 57. Where do I start?<br />
  58. 58. Your First Steps<br />Start building your social & professional networks with the people you know<br />Explore Social Media content around subjects of interest (Real time)<br />
  59. 59. Google Show Options<br />
  60. 60. Google Show Options<br />
  61. 61. Your First Steps<br />Start building your social & professional networks with the people you know<br />Explore Social Media content around subjects of interest (Real time)<br />Identify interesting sources & people – what makes them worth listening to?<br />Try engaging with content through comments, messaging etc<br />
  62. 62. Tips & Advice<br />Quality wins over Quantity<br />Aim for a dialogue (engagement)Social Media is not a broadcast medium<br />Think about your story<br />Use a variety of media<br />Review regularly and tweak<br />
  63. 63. Get it right…<br />Increased brand awareness & credibility<br />Increased web traffic & website engagement<br />Higher average order values<br />More repeat business, increased loyalty<br />Reach into new markets / existing markets<br />Insight into customer opinions & opportunities<br />More sales & increased profitability<br />
  64. 64. Extra Support<br />In the first instance speak with your Business Link adviser.<br />We can offer additional support in the following areas:<br />Research & Strategy<br />Consultancy<br />Training & Mentoring<br />Implementation & Integration<br />Content Production<br />
  65. 65. For More information<br />Message me on Facebook, Twitter, LinkedIn or any other social network you find me on<br />Check out the blog at www.tonickmedia.com/blog<br />Give me a call – 01209 718688 / 07501 259000<br />Send me an email - aren@tonickmedia.com <br />
  66. 66. @arengrimshaw<br />www.tonickmedia.com<br />www.slideshare.net/tonickmedia<br />

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