jisc rsc eastern web 2.0 your new business partner? apr 2010 '"why" you need to be...

© ReFormation Associates Ltd 2000-10 all rights reserved.

Web 2.0Your new business partner?

Malcolm JohnstonDirector, Re-Formation Associates Ltd

Associate Lecturer Ashcroft International Business School, ARU

[email protected] 754022

mailto:[email protected]


• Don Tapscott at RSA London


The agenda

• Contact Management• Email• Website• Podcasts, Blogs and Webinars• Social media

– Why this is relevant to you?– How does “Web 2.o; Your new business partner” fit in

to a business strategy?– Mainly tools for promotion to/ interaction with

prospects and customers


A personal challenge that is primarily dependent on age?!

• Technology is only technology to those who were born before it was invented

• Baby boomers are *recent immigrants • Gen X and Gen Y are settlers and• Your generation (Gen D or Gen N)* are natives

* Digital Natives, Digital Immigrants By Marc Prensky From On the Horizon (NCB University Press, Vol. 9 No. 5, October 2001)


• Why is this relevant to you?– A rapid run through some academic support for

implementing a programme to improve your relationships.


Relationships – more important now• “The basic values of RM should include the acceptance …of

interactive relationships and a win-win situation; of both the buyer and the seller and other parties being drivers of a network of relationships; of long-term relationships being advantageous to the parties involved; and of the customer being a co-producer of value and a partner.”

» Gummesson E, “Relationship marketing as a paradigm shift: some conclusions from the 30R approach” Management Decision 35/4 1997

• “Marketing has moved from a goods-dominant view to a service-dominant view in which intangibility, exchange processes and relationships are central.”

» Vargo S and Lusch R “Evolving to a new dominant logic for marketing.” Journal of Marketing Vol 68 Jan 2004

• “Relationships become resources because they contribute to the organisation’s ability to efficiently and effectively produce market offerings that have value.”

» Hunt et al 2006 quoted in Egan, J 2008


Relationships – more important now

• “The basic values of RM should include the acceptance …of interactive relationships and a win-win situation; of both the buyer and the seller and other parties being drivers of a network of relationships; of long-term relationships being advantageous to the parties involved; and of the customer being a co-producer of value and a partner.”

» Gummesson E, “Relationship marketing as a paradigm shift: some conclusions from the 30R approach” Management Decision 35/4 1997

• “Marketing has moved from a goods-dominant view to a service-dominant view in which intangibility, exchange processes and relationships are central.”

» Vargo S and Lusch R “Evolving to a new dominant logic for marketing.” Journal of Marketing Vol 68 Jan 2004

• “Relationships become resources because they contribute to the organisation’s ability to efficiently and effectively produce market offerings that have value.”

» Hunt et al 2006 quoted in Egan, J 2008


Four types of marketing asset

• Marketing Knowledge – skills, systems and information

• Brands – strong brands often earn premium prices and can be enduring cash

generators• Customer Loyalty

– loyal customers buy more, are cheaper to serve, are less price sensitive and refer new customers

• Strategic Relationships – channel partners provide access to new products and markets

Prof Malcolm McDonald


Dimensions of competence

Customer Intimacy

SUCCESS

PROSPERITY

OperationalExcellence

ProductLeadership

SURVIVAL

McDonald 2007


Communication speedCommunication volume

Horizontal communication Mass customisation

=

• Customer management/ sales– CRM– Email, TXT, all social media, RSS– Data management and mining– Web analytics

• Distribution– RFID, EDI, telemetry– Auction sites– Web

• Promotion– All social media, RSS, TXT– On line & “ether” advertising– Web – customised interfaces/

responses– SEO, PPC– RFID– LinkedIN

• People– LinkedIN, all social media– Shareware

• Price– SIMpay, CHIP– Demand pricing automatic– E-procurement, reverse auctions

• Product and service– All of the above!

Prosumerism


Stakeholders/ audiences data flows• Suspects• Prospects• Customers• Clients• Advocates

• Opinion formers

• Shareholders• Investors

• The community in which you operate

• Employees – now and future

High volumeHigh value

Highly variable


Contact Management

System

MarketResearch

DataMining Activity

Analysis

Strategy developmentprocess Target audiences

SuspectsProspectsCustomers

ClientsAdvocates

Opinion formers

ShareholdersInvestors

Community

Employees

On-line & Off-lineFeedback

Capture and analyse that data!


Key drivers for online growth

• Broadband

• Online evolution

• Social networking sites

• Measurement & web analytics


Growth in communicationsInternational telephone traffic

0

20

40

60

80

100

120

140

Yr 1990 Yr 2008

Billi

ons

of m

inut

es

• 1990 - 1.7 internet hosts per 1,000 people • 2006 - 136 internet hosts per 1,000 people

1990 - 2 mobile phones per 1,000 people2006 - 341 mobile phones per 1,000 people


UK internet trends in 2007/8

• Britons are the most active Web users in Europe and spent an average 36 minutes each online every day in 2007, up from 14 minutes in 2002

• 75% of 11 year olds have their own TV, games console and mobile phone• 66% of children do not believe they could easily live without a mobile

phone and the internet• Some 15% of UK households have a digital video recorder and 78% use it to

fast-forward through advertisements• Some 16% of over-65s use the Web. They surf for 42 hours every

month, more than any other age group. One-quarter of UK Web users are over 50

• 66% of phone owners use its alarm function instead of a clock• 93% of UK adults have internet access at home, aged under 70 and have a

degree or equivalent qualification• 41.8 million UK consumers shop online (69% of UK’s adult

population)• 98% of journalists go online daily, 73% specifically seeking press

releasesWall et al 2010 &GOSS own data


Statistics on internet usage

• Over 200 million users in Europe• 144 million Europeans use the Internet at least once a

month • Germany, UK, France and Italy account for 63% of

all European users online• Number of Internet users in China 45.8 million (2002)


One-step model of communication. T = member of the target audience

“If you ask me nicely for a

brochure I’ll send you one”


A model of marketing communications in a computer-mediated environment. Source: From Hoffman and Novak (1996); reprinted with permission from

the Journal of Marketing, published by the American Marketing Association

“Everything is availableTo everyone

All of the time”


• Spring 2010 seminars Business Media• http://www.slideshare.net/rsachelmsford• Website• Wikispace, wikidot• Delicious.com?????• WeAreMedia: Participating in the conversation??????• Blogger.com????• Beth Kanter social media strategy map???• How to plan business media for an organisation• Get full commitment from the CEO and Board – get them using it……they cannot fly the plane if they have only ever been passengers• Clarify and agree audiences, contributors, objectives

– Acquisition (e.g. new visitors per month)– Activation (e.g. happy user experience measured by visitor “sign ups”)– Retention (e.g. users come back….x% of users come back within a given period)– Referral (e.g. users like product or service and refer to others in/ outside community – avge user “recruits” 0.2 others)– Revenue (e.g. average value / user >£5)

• This may result in/ can facilitate the driving of a new company culture……are you and the board ready?• Establish People and Processes• Build the cost of technology into current budgets – this is not separate to marcoms but part of.• Integrate with other marcoms and consider how business/ social media could be used to help with other projects• Tell stories internally about how successful and useful the use of new media is• Revisit your objectives after a few months……are they still realistic and can you now define how you will measure “success”• It’s a marathon not a sprint• Remember if you don’t use these new technologies you cannot engage with your audiences who are using them• Videos• Cost 30 years ago for 7 mins of video £21,000• Cost now – professionally produced £3,000• Cost now for a video clip of 30 seconds £300• Mino video camera £130 1 hour’s video – code available on youtube???• Ning????• Script Lance???• WordPress???• TweetTags??• Addictomatic???? – a dashboard for social media coment??• Free• Facebook, Twitter, Wordpress, Google• Cheap• Ning, Yammer, Typepad• How to manage an online community• decide what you want to achieve with the community and other user-generated content• Consider the community’s legal Ts and Cs (overseas legislations) – get Ts and Cs checked by a lawyer• Create user guidelines including a Help function• Do you need a moderator or is it self moderating?

http://www.slideshare.net/rsachelmsford


Customer relationship marketing / management (CRM)

‘The IT-enabled integration of data across multiple customer contact points to enable the development of offers tailored to specific customer needs’

McDonald 2007


Contact management/ CRM

• First steps in moving from a product or project centric ethos are;– To ensure that your company culture is focussed on

the customer and only then– To invest in a contact management system to help

your business achieve “technology enabled relationship marketing”

» Little and Marandi 2003

• PS….don’t forget the associated broadcast email package and to link CRM and your web presence


Some of the many 100s available

• SAGE CRM • Netsuite• Salesforce.com• SuperOffice• Goldmine• Onyx

• Oracle CRM• Microsoft CRM• SAP CRM


Broadcast but tailored email

• Ikea has 170,000 loyal “family” members• Only 40% of products are in the catalogues• Drive to increase sales of the 2,500 products

that aren’t in the catalogue• Interactive email/ newsletter allowed recipients

to tailor the newsletter• Up to 25,000 variants of the elements within the

newsletter are possible• 42% more visitors at PoS• 18% increase in sales from newsletter recipients


E-mail broadcast do’s and don’ts

• Do write a subject line that catches the eye• Do get a feel for the frequency of messages your customers expect• Do set up automated e-mails for birthdays and product lifecycles• Do learn your competitors’ e-mail trends• Do make it easy to link your email to social media sites to drive viral

marketing• Do use mother-tongue linguists to translate territory-specific e-mails

• Don't e-mail out of the blue – less is not necessarily more• Don't spam people who aren’t interested• Don‘t try to cheat customers into opening e-mails• Don't think that because it’s cheap it deserves less attention than

other mediums• Don't overdo automatic e-mails – people don’t like feeling big

brother is watching


Web 2.0 tools that count – what is important

6

7

8

9

12

16

18

20

26

31

32

58

Tagging

Mash-ups

Rating

Prediction markets

Peer-to-peer

RSS

Podcasts

Video sharing

Wikis

Blogs

Social networking

Web services

Source


On the net branding is more than logos and colour schemes; it is about creating experiences and understanding customers

» Hollensen, S 2008


On-line strategy• Get full commitment from the CEO and Board

– get them using it……they cannot fly the plane if they have only ever been passengers

• Clarify and agree audiences, contributors, objectives– Acquisition (e.g. new visitors per month)– Activation (e.g. happy user experience measured by

visitor “sign ups”)– Retention (e.g. users come back….x% of users come

back within a given period)– Referral (e.g. users like product or service and refer to

others in/ outside community – avge user “recruits” 0.2 others)

– Revenue (e.g. average value / user >£5)• This may result in/ can facilitate the driving of a new

company culture……are you and the board ready?


Online strategy objectives

• Drive traffic to your site and convert them to customers– Create stickability

• Sign up to a newsletter/ receive press releases• Request a demo• Follow you via social media• Download a fact sheet/ white paper• Vote on a poll• Download a podcast/ sign up for a webinar• Add your website to RSS feed• Stay on your site for x minutes• Personalisation (www.bbc.co.uk / www.igoogle.com) • Forums and blogs and vlogs• Search and real time interaction (www.brittany-ferries.co.uk/holidays)• Widgets/Gadgets (bits of other sites embedded in yours)• Mobile web (iPhone – B2C, Blackberry – B2B, PlayStation Portable - B2K)• RSS (really simple syndication)• Mash ups (www.globrix.com )• Instant messaging and live help• Links

http://www.bbc.co.uk/

http://www.igoogle.com/

http://www.brittany-ferries.co.uk/holidays

http://www.globrix.com/


Website design

• Agency or in-house• Invest time in your design brief• The website is a business asset.

– It should create a unique and identifiable relationship with the Brand and potential/existing customers. You should be asking questions such as:

– How will the website positively reinforce the brand?

– Within my sector how will the offering appeal to the particular customer segment I am trying to attract?

– How will my brand, range of products and the online experience I am offering differentiate me from the competition?

– Am I able to create a connection with the customer – so that the customer has engaged with my brand


Hints and tips

– Put the thing that people want to do on the homepage– Integrated with all other campaigns or, for mini

campaigns, set up a campaign microsite– Don’t explain what your site is for– Use keywords in your content (to improve SEO)– Link to off-site articles and landing pages– A link is a promise– Make the process simple – you are taking your

customers time – make their life easy– Make the process simple – your site is not a murder

mystery– Apply the rule of 4– Legal issues around “usability and accessibility”


• P&G launched Vocalpoint in 2005 as a vehicle to spread the P&G gospel to its other core constituency-moms.

• Vocalpoint now boasts over 600,000 “connector moms” who receive coupons and new product samples in the mail and then share their experiences with upwards of 25-30 other women a day (the average mom speaks to just five).

• According to a May 29th 2006 Business Week article, Vocalpoint promotions have seen unit sales in test locations double.

» Ferguson, R – Journal of Consumer Marketing 2008

WoM is the best form of marketing communications a company can stimulate


Hints and tips

– Put the thing that people want to do on the homepage– Integrated with all other campaigns or, for mini

campaigns, set up campaign microsite– Don’t explain what your site is for– Use keywords in your content (to improve SEO)– Link to off-site articles and landing pages– A link is a promise– Make the process simple – you are taking your

customers time – make their life easy– Make the process simple – your site is not a murder

mystery– Apply the rule of 4– Legal issues around “usability and accessibility”


Deliver good customer experience

• Top 10 criteria for easy to use sites providing a good customer experience:– Site is easy to navigate– Secure for payment– Ease of login– Speed of checkout process and shopping cart flexibility– Clarity of product pictures, and zoom in – Pages load quickly (max 3 seconds)– Product and service descriptions are clear concise and accurate– Search function – Recommendations from others on products – Industry body recognition

NB: These vary in weighting depending on experience of online shoppers e.g. speed and ease increases in importance with the experience of the online shopper


Growth of the prosumer!

• Research has also found that people are quite willing to share their good and bad experiences with family and friends and often do citing: – Poor site performance e.g. error messages, slow rate of rendering the

pages – High postage/delivery charges – Cluttered up sites – Asking for too much information

• Shoppers are willing to take business elsewhere and will not revisit a poor site

• The standard for your site may be set by a business in a different industry

• Overall message is user empowerment!


Blogs• Thought leadership• What are competitors and your

business community doing• Listen for weeks or months• Identify information that you

want to use your blog to highlight

• Identify other contributors to the blog(s) and what they can contribute….how will you ensure the messages are congruent

• What are your goals for the blog as part of your overall comms plan

• How often will you post…..


Blogging ctd.

• Do a trial run to ensure frequency and content are tested and OK – months

• Announce your blog via all media that you use (and some you haven’t)

• Remember – you cannot interact or transact until you are able to have a conversation and all relationships start with a conversation.

• All networks or communities have their nuances – listen actively for the nuances of your customers’ “communities”.

• You are joining their community not vice versa.


BlogPodcastWebinar“Event”

Off-line PRInternal Marketing

On-line PRWebsite(s)

LinksPPC

On-line Ads

Face book itTweet itDigg it

LinkedIn


What is Digg?

• Digg is a place for web users to discover and share content from anywhere on the web. “From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by its users.”

• Everything on Digg — from news to videos to images — is submitted by web users.

• Once something is submitted, other people see it and “Digg” what they like best. If a submission receives enough Diggs, it is promoted to the front page for millions of other visitors to see.

• There’s also a conversation that happens around the content around 8 categories– Technology– World and business– Science– Gaming– Lifestyle– Entertainment– Sports– Offbeat


Podcasts and webinars

• Both technically come of age• Moderate outlay if you do it in-house • Helps position you as the thought leader• Integrated with your other marcoms tools• What are your competitors doing?• Ask your customers• It will be perceived as “news” so make it newsworthy• Time consuming but if customers like it – a good way to develop a

community


Audiovid bits

Slide bits

You gain an audience and their data

(and possibly get a chance to educate and

differentiate)


On-line co-operation and collaboration


• Mobile cellular has been the most rapidly adopted technology in history. Today it is the most popular and widespread personal technology on the planet, with an estimated 4.6 billion subscriptions globally by the end of 2009

• Mobile broadband subscriptions overtook fixed broadband subscribers in 2008, highlighting the huge potential for the mobile Internet


Summary so far…

• Online marketing opportunities and spend is continuing to increase• Increased internet usage is creating great opportunities to capture and

interact with the customer online

• Greater interaction = deeper relationships = enhanced brand …….move towards the customer co-creating* your brand with you!

* Payne et al “Co-creating brands: Diagnosingand Designing the Relationship Experience

Journal of Business Research 62/3 March 2009


Deloitte 2009 Tribalization of Business Study

© ReFormation Associates Ltd 2000-10 all rights reserved. 51

Where are we, where are we going

• 75% of executives plan to maintain or increase investments in ‘Web 2.0’ technologies –

» McKinsey Global Business Survey

• There is an expectation by consumers that businesses will communicate with them via these technologies.


What is social media?

• It is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

• It uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).


Digital engagement and Social Media


Clouds of conversation


• Objectives• Audiences/ communities• Integrate

• how to connect your various online efforts, and online + offline activities?• Culture Change

• how to get your organisation to loosen up and adopt a social media strategy, and the very different way of interacting with people online that it entails?

• Capacity • who, what, where, how...

• Tactics and Tools • what are the best tools to use to reach your target audiences?

• Measurement • how will you gauge success? what information will you collect and how

will you use it to learn and improve?• Experiment

• how can you get started, get your feet wet with this new stuff a little bit at a time?

Social media strategy


Web 2.0 – offsite marketing

• Where does your audience live?– www.econsultancy.com - forums and blogs – www.LinkedIn.com - business networking– www.twitter.com – micro-blogging– www.facebook.com -social network– www.youtube.com – video sharing– www.myspace.com - social network– www.flickr.com – picture sharing– www. digg.com - social bookmarking– www.bloglines.com – social aggregator– www.technorati.com – blog aggregator– www.blogsearch.google.com - blog search– www.slideshare.com – PowerPoint sharing– www.onlinemarketingwiki.com – Wikis– www.mashable.com - aggregator of social media news

http://www.econsultancy.com/

http://www.linkedin.com/

http://www.twitter.com/

http://www.facebook.com/

http://www.youtube.com/

http://www.myspace.com/

http://www.flickr.com/

http://www.bebo.com/

http://www.bloglines.com/

http://www.technorati.com/

http://www.blogsearch.google.com/

http://www.slideshare.com/

http://www.onlinemarketingwiki.com/

http://www.mashable.com/


Trust• 66% of internet users now visit social networks• User trust in advertisements and product placements - 25%• User trust in reviews of a product or service posted on a company’s

own website – 8% • User trust in consumer opinion posted online – 60-70%

• Source Forrester Research and Ipsos MORI• Nielsen White Paper July 2009

• Number of people in the UK who have bought a product or service directly because of comments posted on the internet by other consumers - estimated 9.7 million

• A recent survey of over 18s across Europe rated online recommendations higher than recommendations from friends and family in terms of importance when making a purchasing decision

• Durrants White Paper April 2010

– Conclusion – prosumers trust each other, not you!


• Consumers are 67% more likely to buy from the brands they follow on Twitter

• Consumers are 51% more likely to buy from a brand they follow on Facebook

• Moreover, they’re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do the same on Facebook:

Chadwick Martin Bailey and iModerate Research Technologies 2010

• Of course many people actively seek out the brands they’re already fans of and follow or fan them on Twitter and Facebook.

• But there’s still much to be said for the mindshare that engaging those existing brand enthusiasts on social media sites creates, in turn keeping them active.

• Plus, many consumers across a wide variety of demographics have negative perceptions of brands that aren’t using social media.

• Social media is becoming a competitive advantage for those that are participating, and an increasingly major weakness for those that aren’t.


Identifying your social media

• The masses– Facebook 100m+ unique users

• When 18-24 year olds in UK were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks.

– Twitter 20m+ unique users– Bebo 10.7m+ unique users– MySpace 10.1m+ unique users– LinkedIn 12m+ unique users

• Niche networks– Industry specific networks and forums e.g.

http://mediapro.foliomag.com/ – A-List blogs– Industry influencers (where do they spend their time?)

http://mediapro.foliomag.com/


Identifying your social media

• The masses– Facebook 100m+ unique users– Twitter 20m+ unique users– Bebo 10.7m+ unique users– MySpace 10.1m+ unique users

• 17 million photos and 105 thousand videos are uploaded onto MySpace each day

– LinkedIn 12m+ unique users• Niche networks

– Industry specific networks and forums e.g. http://mediapro.foliomag.com/

– A-List blogs– Industry influencers (where do they spend their time?)

http://mediapro.foliomag.com/


Google UK

Facebook

Twitter

Youtube


• What is Google Buzz?– Google has added another weapon to their arsenal in Google Buzz. it is essentially an effort by Google to

become more social, allowing Gmail account holders to share anything they find interesting, either publicly for the world to see or privately with a select group of contacts within their Gmail address book. Additional features include Google Buzz for mobile, which tags the location of the person who has just posted a buzz and the ability to integrate a Buzz with Twitter and Flickr.

• Who is it for?– Seen by many as the Facebook/Twitter killer, Goole Buzz operates on the same basic principles as its

competitors: share your activities, follow other people’s activities and share content from around the web. – As it is integrated into Gmail accounts, over 175 million people will automatically have access to it. However this

doesn’t ensure that it will succeed, especially with such stern competition in Facebook. With over 400 million active users, Facebook’s popularity is booming and it is fast becoming a substitute for email and instant messaging.

• Google Buzz & business– Companies have found a way to target specific audiences on websites such as Youtube, Facebook, Myspace

and to a certain extent on various blog sites. Businesses are slowly learning to use Twitter as a marketing tool, with companies funding various high profile people to endorse their products or setting up their own profiles to promote themselves.

– The use of location tagging on Buzz adds an interesting twist to messages and postings. Users can post information about the location that they are in; creating an interesting read when looking at different locations and searching for interesting activities. It’s foreseeable that businesses will use this feature heavily to promote their products, new shops, special events and special offers from their various stores locations. Marketing campaigns based on popular topics, user surveys and current events will also be utilised, much in the same way as they are used on Twitter.

– A downside to Google Buzz is that a user must be a Gmail account holder to use it. Most companies now have their own ‘corporate’ email accounts and to have to switch to an unsecure email provider would be a massive obstruction to companies wanting to use the service.

• The future– Google Buzz is possibly their boldest effort to integrate into the social media world. However, with users and

companies having already invested countless hours of time and money into the more popular social sites, it remains to be seen if there is room for yet another social site. The tagline for Google Buzz is “a Google approach to sharing”, whether Facebook and the other giants of the social world are willing to share is another question.

Google Buzz: Good for business?





LinksPPC

On-line Ads


LinkedIn


Facebook overtakes Google• Figures for the week ending

March 13th 2010 showed that the social-networking site accounted for 7.1% of the country’s traffic, compared with Google’s 7.0%, the first time it has had a weekly lead.

• However, with revenues of $23.7 billion last year, Google remains easily the more profitable of the two.


816,996 fans

Cadbury discontinued Wispa barsFacebook campaign demanded its return

23m Wispa bars sold in 1st week back

Adverts


70,468 fans

Adverts


Adverts

Events linked to email


19,378 followers


The Big Knit Hat of the Week vote..

Please choose which of the two below hats you think should be crowned our latest Big Knit 'Hat of The Week'. Both of this week's hats were chosen from our big knit flickr group, upload your photos and we'll do a prize giving ceremony for the best pics soon.

Dennis the Menace 'Homer's odyssey' hat by Merriwen2009

Submit

http://www.innocentdrinks.co.uk/thebigknit/

http://www.flickr.com/groups/innocent-big-knit-2009/

http://www.innocentdrinks.co.uk/


In June 2009 the site had 600,000 followers who had generated $3m in sales since inception


LorenSorensen1. Very poor customer service in H&M today. Resulting in excellent

customer service from their head office. Shame their front line are shite!

londoneating1. RT @gugroup: THE GRAND UNION CAMBERWELL GROVE LAUNCHES

TONIGHT 6PM FREE

MojoSavings1. Scotch Tape Printable Coupons: Here are some great printable coupons for

scotch tape products! $1/1 double .. http://bit.ly/fcVqj

Twitterati – use it for…….

http://twitter.com/gugroup

http://bit.ly/fcVqj

http://twitter.com/account/profile_image/LorenSorensen?hreflang=en

http://twitter.com/account/profile_image/londoneating?hreflang=en

http://twitter.com/account/profile_image/MojoSavings?hreflang=en


Even DfES uses


• 24 hours of video is now uploaded to YouTube every sixty seconds. • Every second you are browsing YouTube, a full 24 minutes of video is uploaded to

the site.• More than two million minutes of video (or 34,560 hours) is now uploaded onto

YouTube per day.• The Google-owned video site even provided a graph depicting its growth:• May 2008, users were “only” uploading 12 hours of video per minute. • In less than two years, YouTube has doubled that influx of content. There’s no sign

of it stopping


http://www.youtube.com/watch?v=5YGc4zOqozo

Social media can hit you where it hurts!

$1,500 of damageUnited refused to compensate

Protest song had over 400,000 hits in 72hrs

…they got their compensation …and an apology!

http://www.youtube.com/watch?v=5YGc4zOqozo


• Networking for business professionals• Primary objective is to put recruitment consultants out of

business• Can raise your own profile if a sole trader

– Profile– Any changes will be notified to all your contacts and their

contacts– Endorsements– Use the applications provided– Join groups– Take part in debates


Latin America3%

Other0%

North America61%

Europe24%

Asia8%

Africa1%

Middle East1%

Oceania2%

LinkedIn statistics Over 60 million professionals

– ~2 million members join/ month– Roughly 1 new sign-up/ second

In English, Spanish, French, German

Average age 41 Ave HH income $110k 95% of users have a degree 49% of users are business

decision makers WSI White Paper 2009


Monitoring social media activity - free1. Trackle - Trackle started out as newsletter service, enabling anyone to create a free email newsletter on any topic,

which would then be automatically created from web content and delivered regularly. They also offer a corporate version which includes a basic social media monitoring tool, which delivers daily updates to your inbox. Trackle offers a 30 day free trial, but it’s only $9.99 afterwards anyway. Within that price you can track 10 keywords/phrases. The Premium version is $99 for unlimited keywords.

2. TweepSearch -The service enables you to analyse your Twitter followers to find out who’s influential on which topics. If you like playing with Boolean search queries to get really interesting results, it’s the Twitter Profile monitoring tool for you.

3. FollowerWonk –It searches Twitter profiles for keywords in the same way as Tweepsearch, albeit with an easier interface (there’s a handy field for entering locations, rather than having to use search terms) but it produces the results in a more comprehensive way. As a result, one of the nicest features (which probably isn’t intended) is that you can easily copy and paste the results into a spreadsheet.

4. Klout - One of the most user-friendly and more serious Twitter “influence monitoring” tools on the market is Klout.com. You can search for a specific topic and it gives you a list of the most influential Twitter users based on (what looks like) some fairly sophisticated mapping of their connectedness and ability to instigate re-tweets and mentions. If you put your Twitter details in Klout will use the same calculations to decide if you’re a Casual, Connector, Climber or Persona (with Persona’s being both connected AND influential).

5. Realmon9 – This one’s in the list on its pure potential alone. It’s still in Beta, but it’s a social media monitoring Google App. – which means, you can use it (for free) with any Google account. You can currently view a demo (you need to sign into your Google account to view it) and email to request a full account, but it looks to offer quite comprehensive listings. The developer, AJ Chen, is already working on plugging the app into Salesforce.com, to enable end-to-end CRM (the kind Radian6 and others are striving towards). One to watch!

6. Tweetreach – Not new, but still a great site for blowing away Twitter sceptics in a single click. Just add a short URL from a popular Tweet you’ve recently posted, click the button and it shows you how many people (and who) your Tweet was sent to. Great for identifying who your most valuable and viral Followers are.

7. Cligs – This short URL company offers social media monitoring in a really simple and elegant way. Paste in your long URL and it gives you a nice short version, plus an HTML version and an HTML one with a title, if you want it. In addition to the usual number of hits, Cligs gives you the times of hits, geographical location of visitors, which search engine bots have found your “clig”, Twitter and FriendFeed mentions, blog and comment links,

8. Ubervu – Ubervu’s social media comparison site lets you see how you’re ranking against your competitors in terms of social media reach and impact. It’s basically like Compete.com, but for social media. Ubervu’s main product is a freemium social media monitoring tool which is well worth a try. It’s quite powerful, but takes a bit of getting used to.

http://www.trackle.com/

http://www.tweepsearch.com/

http://www.followerwonk.com/

http://klout.com/

http://klout.com/

http://realmon9.appspot.com/

http://www.radian6.com/

http://www.tweetreach.com/

http://cli.gs/

http://www.ubervu.com/social-media-comparison/

http://www.ubervu.com/


Outsourced monitoring

• http://www.radian6.com/what-we-do/

http://www.radian6.com/what-we-do/


• http://www.redpeppermarketing.com/p_socialmedia.html

Outsourced monitoring and activity

http://www.redpeppermarketing.com/p_socialmedia.html

http://www.redpeppermarketing.com/p_socialmedia.html





LinksPPC

On-line Ads


LinkedIn


Intimate Offline

Conversation

More Private IM, Email

Friendly, Playful

Professional

None, General

How Should You Communicate?

•Communication Style Audience Platform

8805/03/2023

SpousePartner

FamilyClose Friends

Friends

Colleagues

Strangers

Private Messages

INT

IMA

CY


Summary

• “Value is embedded in the co-creation process between the customer and the supplier.

• The customer shifts from being a passive audience to an active player.

• Value is created by experiences.• Brand relationship experience design involves the

selection, planning and implementation of value-adding activities and experiences for the customer.”

» Payne A, et al “Co-Creating Brands: Diagnosing and Designing the Relationship Experience” Journal of Business Research 62/3 March 2009

• “In relationship marketing terms, perhaps the biggest danger is to assume that technology can always effectively replace or enhance personal contact”

» Egan J, “Relationship Marketing” 2008


Social media – in case you’re not convinced!

• http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded

http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded

http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_embedded


Thank you

Malcolm JohnstonDirector, Re-Formation Associates Ltd

Associate Lecturer AIBS

[email protected] 754022

mailto:[email protected]

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