Joanne Jacobs: How to use Social Media for Small Business


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Joanne's Immersive slides for Like Minds Autumn 2010: Creativity and Curation

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Joanne Jacobs: How to use Social Media for Small Business

  1. 1. 1 of 39 slides Joanne Jacobs Social Media Expert Consultant Email: Twitter: joannejacobs Phone: (+44) 07948 318 298 Practical Social MediaPractical Social Media for local businessfor local business
  2. 2. 2 of 39 slides Scope of the immersiveScope of the immersive What are the tools? Which tools should my business adopt? How do I engage with my customers/clients? How much staff time should be devoted to social media activities? How are my social strategies performing? How can I be “creative and curatorial”? Where to from here?
  3. 3. 3 of 39 slides ToolsTools
  4. 4. 4 of 39 slides Social networksSocial networks Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning groups. Networks enable sharing of updates, likes, images and media. Businesses use social networks to: Develop a community of advocates Run a customer service channel Drive traffic to their websites
  5. 5. 5 of 39 slides Business networksBusiness networks LinkedIn, Plaxo, professional communities and groups. Business networks enable CV promotion and connections between like minded professionals. Business networks are used to: Recruit staff Exhibit professional authority Communicate with suppliers/clients in groups Target business questions to ‘serious’ individuals.
  6. 6. 6 of 39 slides Real time messaging/publishingReal time messaging/publishing Twitter, Friendfeed, Google Buzz. Real time messaging enables conversations, fast promotion of alternative content, and quick responses to issues as-they-happen. Businesses use real time messaging to: Promote events, blogs and activities Engage with existing customers Find new customers
  7. 7. 7 of 39 slides Rich media sitesRich media sites YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc. Rich media sites are designed to showcase images, video content, audio content, etc. Businesses use rich media sites to: Engage audiences with a traditional media-like content channel Capture responses to events and campaigns as part of a reporting or promotional activity Liven up static sites
  8. 8. 8 of 39 slides Social bookmarkingSocial bookmarking Digg, Reddit, Delicious, StumbleUpon, etc. Bookmarks are used as a means of curating resources relevant to an individual, business or network, as well as a simple promotion utility. Businesses use social bookmarks to: Promote new content/products/services Aggregate resources on area of expertise or items of interest to one’s community Vote up/down interesting content.
  9. 9. 9 of 39 slides Blogs & RSS FeedsBlogs & RSS Feeds Blogs, keyword feeds and anything other updating feeds. Blogs enable sharing your expertise while feed aggregation can be useful to focus attention. Businesses use RSS feeds to: Demonstrate authority in your area of expertise Aggregate social content streams (assets) into a single page online Set alerts for brand mentions
  10. 10. 10 of 39 slides Social media tool variantsSocial media tool variants 1. Social networks 2. Business networks 3. Real time messaging and publishing 4. Rich media sharing 5. Social bookmarks 6. Blogs & RSS ALL HAVE DIFFERENT BUSINESS FUNCTIONS
  11. 11. 11 of 39 slides Which tools are right for my business?Which tools are right for my business? What do you want to achieve? Establish your authority in your area of expertise Customer service Advertising Community engagement Active listening Product development Knowledge & crisis management
  12. 12. 12 of 39 slides Which tools are right for my business?Which tools are right for my business? AUTHORITY: Blogs, Answering LinkedIn business questions, responding to queries on twitter, curation of useful resources for your communities in bookmarks CASE STUDY: Blogs as exhibitors of authority (Large) GM Motors: Fastlane (Local) Butler Sheet Metal: Tinbasher Image source:
  13. 13. 13 of 39 slides Which tools are right for my business?Which tools are right for my business? CUSTOMER SERVICE: Twitter query response, Facebook channels Image source: oard1_wideweb__470x285,0.jpg CASE STUDY: Facebook for customer service (Large) VodafoneUK: Service (Large) AT&T: Customer Care (Local) Devon Travel
  14. 14. 14 of 39 slides Which tools are right for my business?Which tools are right for my business? ADVERTISING: Twitter promotion, Facebook fan pages, ads on YouTube. Image source: CASE STUDY: Facebook fan pages Starbucks Disney Visa Oxfam UK (Local) The Handbag Lady (Local) Exeter Leukemia Fund
  15. 15. 15 of 39 slides Which tools are right for my business?Which tools are right for my business? COMMUNITY ENGAGEMENT: Forums and niche community facilitation on custom networks (ning, etc), LinkedIn groups CASE STUDY: Linked In Groups Internet Coaching Circle Marketing recruitment firm: StopGap Fashion event: Pure London Image source:
  16. 16. 16 of 39 slides Which tools are right for my business?Which tools are right for my business? ACTIVE LISTENING: Responses via all social channels to discussions and issues with your brand (not just own channels) CASE STUDY: Brand search and twitter conversations Local Business Twitter Search: Devon Stone Stone tiling ; Signs express Need signage Image source:
  17. 17. 17 of 39 slides Which tools are right for my business?Which tools are right for my business? PRODUCT DEVELOPMENT: Facilitating crowd sourcing of product ideas and marketing research. CASE STUDY: Product development online (SMEs) Threadless Local Motors Brickfish: Design a Coach tote Tauntaun sleeping bag Image source:
  18. 18. 18 of 39 slides Which tools are right for my business?Which tools are right for my business? KNOWLEDGE & CRISIS MANAGEMENT: Facilitating crowd sourced knowledge and enabling information access in crises. CASE STUDY: Crisis wiki Image source:
  19. 19. 19 of 39 slides Which tools?Which tools? IMPORTANT: It is better to have no social media assets than establish tools that are not updated and where you do not converse with your audience. Image source:
  20. 20. 20 of 39 slides ANY QUESTIONS?ANY QUESTIONS?
  21. 21. 21 of 39 slides Engaging onlineEngaging online Engagement has a series of manifestations: Responding to queries Conversing with customers/contacts Active listening Dealing with negativity/conflict Facilitating change in communities Image source:
  22. 22. 22 of 39 slides Engaging onlineEngaging online RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords. Image source: CASE STUDY: BT Care Irena Vaksman (Dentist)
  23. 23. 23 of 39 slides Engaging onlineEngaging online CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting. Image source: CASE STUDY: Kerry@DELL DIRECTTV (Local) H& R Block (tax agents)
  24. 24. 24 of 39 slides Engaging onlineEngaging online ACTIVE LISTENING: Active listening involves searches on keywords and engagement on social sites other than your own branded assets. Image source: CASE STUDY: Boardtracker
  25. 25. 25 of 39 slides Engaging onlineEngaging online DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate. Image source: CASE STUDY: Nestle and Greenpeace campaign ; Kevin Smith & South West Airlines
  26. 26. 26 of 39 slides Engaging onlineEngaging online FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologies, changes in staffing etc. Social media can be used to collect info about problems in processes & put minds at ease about new co-workers. Image source:
  27. 27. 27 of 39 slides ANY QUESTIONS?ANY QUESTIONS?
  28. 28. 28 of 39 slides TimeTime The amount of time you spend with social media is dependent on what you want to achieve. Conversations are NOT time wasting. Need to balance time spent in content production with listening, tracking and engaging. ROUGH GUIDE TO MINIMUM TIME INVESTMENT Monitoring staff = 20% of workload Contributing staff = 10-15% workload
  29. 29. 29 of 39 slides PerformancePerformance Tracking divided into: Mentions and sentiment Workload reduction for traditional customer service channels Brand awareness & product enhancement SALES Image source:
  30. 30. 30 of 39 slides PerformancePerformance MENTIONS & SENTIMENT: Mentions are great but only when sentiment expressed is positive. Image source: CASE STUDY: Social Mention
  31. 31. 31 of 39 slides PerformancePerformance WORKLOAD REDUCTION: Normally quantitative research in terms of number of calls to helpdesk/customer care, and time spent on dealing with issues. Image source: CASE STUDY: Microsoft Xbox support Clinical trial recruitment
  32. 32. 32 of 39 slides PerformancePerformance BRAND AWARENESS & PRODUCT ENHANCEMENT: Active listening activities can enhance brand awareness by responding to questions in your field of expertise Image source: CASE STUDY: LinkedIn Answers
  33. 33. 33 of 39 slides PerformancePerformance SALES: In the end, a social media strategy that fails to improve brand awareness, attract new sales or increase intention to purchase, is a failed social media strategy. Image source:
  34. 34. 34 of 39 slides Performance: basics and top tier monitoringPerformance: basics and top tier monitoring Google analytics: Radian 6: Scoutlabs: Hootsuite: (Twitter) Google Real Time:
  35. 35. 35 of 39 slides Performance: tools demonstrationPerformance: tools demonstration Blog search: Brand metrics: , Ubervu - Bloglines - Icerocket - Samepoint - Addict-o-matic - Boardtracker - Keotag - EgoSurf - Tinker - Twittratr - Surchur - Backtype - Spy - Monitor This -
  36. 36. 36 of 39 slides PerformancePerformance PLEASE NOTE: Tracking numbers of fans/followers is completely pointless Tracking number of comments is mostly pointless Tracking unique views on websites is pointless if conversions are low Image Source:
  37. 37. 37 of 39 slides Creativity and curationCreativity and curation Best approach to social media is not a sales approach, but rather creative and curation oriented Chances are, if something is interesting to you, it will be interesting to others A curatorial approach to content development and aggregation will organically generate attention. Image source:
  38. 38. 38 of 39 slides Where to from here?Where to from here? 1. Establish what you want to achieve 2. Analyse social presence of competitors 3. Gather examples of quality social media interaction 4. Commit resources to social media 5. Implement, augment, review and improve
  39. 39. 39 of 39 slides Questions?Questions? Joanne Jacobs Social Media Expert Consultant Email: Blog: Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298