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Social Media for Business

The Journey


A Brief HistorySocial media has become an integral part of modern society.

There are general social networks with user bases larger than the population of most countries.

There are niche sites for virtually every special interest out there.

There are sites to share photos, videos, status updates, sites for meeting new people and sites to connect with old friends.


Social Ignition

1997 – Usenet• Usenets let users post articles or posts

(referred to as “news”) to newsgroups.

• The precursor to RSS feed readers used to follow blogs and news sites today.


Online Groups

• Group sites such as Google Groups and Yahoo!

• Groups use many of the conventions established by the original usenet systems.


Digital Notice Boards

BBSs (Bulletin Board Systems)• The first BBSs came online in the late 70s.

• Only one person at a time could gain access to the BBS.

• BBSs were the first type of sites that allowed users to log on and interact with one another


Online Services

CompuServe & Prodigy• The first real “corporate” attempts at accessing

the Internet.

• CompuServe was the first company to incorporate a chat program

• Prodigy was responsible for making online service more affordable


Online Networks

1985 – Genie created by a General Electric subsidiary • GEnie offered games, shopping, mail, and forums

(called RoundTables).

• AOL started as an online service to make the Internet more accessible in the U.S.


Real Time

1988 - IRC, ICQ, and Instant Messaging• IRC (Internet Relay Chat) was used for file sharing,

link sharing and keeping in touch, the father of instant messaging as we know it today.

• ICQ was developed in the mid-90s and was the first instant messaging program for PCs


The Birth of Personality

ICQ was partly responsible for the adoption of avatars, abbreviations (LOL, BRB) and emoticons.

LMAO - ROTFL


Test of Time?


The Dawn of Social Networking

Dating Sites• Sometimes considered to be the first social networks.• Allowing users to create profiles (usually with photos)

and to contact other users.


The Dawn of Social Networking

Forums• The descendents of the Bulletin Boards popular in

the 70s and 80s

• Various forum platforms, including vBulletin and phpBB, were developed, many of which are still used for forums.

• Forums remain a popular part of online culture


The First Social Networks

Six Degrees• Launched in 1997 - The first modern social network.

It allowed users to:– create a profile– become friends with other users.

• At its peak had around 1 million users.• Purchased for $125 million in 2000• 2001 it was shut down.


The First Social Networks

AsianAvenue, MiGente, BlackPlanet• Launch, between 1997 and 2001

• They allowed users to – create profiles– add friends– create professional,

personal and dating profiles


Social Networks - Social Media

1999 - LiveJournal• Built around constantly-updated blogs.• Users follow one another, create groups and interact.• The precursor to the live updates we see in social

networks today.• Features added, include groups, question and answer

forums, advanced profile features and real-time updates.

22 July 2010


Perspective

2002 – Friendster2003 – MySpace

LinkedIn was founded in 2003 and was one of the first mainstream social networks devoted to business.


...and finally

Facebook• Started out as a Harvard-only social network back in

2004, it quickly expanded to other schools, then to high schools and businesses

• Open to everyone by 2006

• In 2008 Facebook became the most popular social networking site, surpassing MySpace, and continues to grow.


Business on Social Networks

www.yourbusinesschannel.com


Is it just a Fad?

http://bit.ly/cMiehn


Where do we go from here?


And there’s more!

• Niche Social Networks• Company Sponsored Social Networks• Media Sharing• Social News & Bookmarking• Real Time Updates• Lifestreaming and Lifecasting


The 5 steps

• Arrive• Listen• Ask• Provide• Advise


Social Media

The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.

Social media can take many different forms, including text, images, audio, and video.

Popular social mediums include blogs, message boards, podcasts, wikis.


Experiences...


Foundation Thinking

“Don't add technology to the way you do

things, change the way you do things

when you see what the technology can

do.”

Marcus RomerArtistic Director - Pilot Theatre Company.


Maximise your business potential

Online


Sociable New Media


Social Media?


Social Media Filtering

• Radio• Newspapers• Magazines• Theatre• Television• Books• Cinema• Shops• Restaurants



Online


7 Roads of Social Media

1. Generate new leads / find work?

2. Provide customer service?

3. Improve customer retention?

4. Increase your knowledge?

5. Competitors alignment & metrics?

6. Establish your authority as an expert?

7. Do business more productively?


Business Benefits

• Cost effective web updates

• Greater control of your web content

• Boosted organic Google listings

• Cost reduction on printed materials

• Strengthens networked connections

• Collaborative knowledge sharing


More Business Benefits

• Greater access to marketing materials

• Greater reach of marketing materials

• Facilitates word of mouth sharing & viral sharing

• Increases repeat business

• Rewards advocacy

• Ambient participation


Social Media in Action

• Engage & Listen

• Social Networking

• Forums, Community & Personal Development

• Collaboration and the workplace

• E-marketing, Measurement & Documentation

• Content generation & storage


Engage & Listen

• Google Alerts• Tweet Deck• Flow Town


Social Networking - the big three


Facebook – what’s on offer?

• Status Updates• Groups• Fan Pages• Forum discussions• Notice Boards / Wall / Events• PPC targeted advertising• Video & Photos• IM live chat• Gifts


Facebook – is it safe?

http://nyti.ms/bAj58M


The State of Facebook

•News Feed

•Profile

•Groups

•Pages

•Applications

•Like

•Share


Pages vs Groups

• Personal profile protected• Visible beyond Facebook

• Marketing Hubs• Facebook for Business


Do they like you?

• Shows up in “News Feed”• Individual products• Specific product marketing• Page approval


Social Media in action


LinkedIn

• Facebook is essentially a SOCIAL network. • LinkedIn is a BUSINESS networking platform.

Keeping business contactsand social contacts separate?

LinkedIn exists to help you makebetter use of your professional network and help the people youtrust in return.


With out the social fluff!

• A profile that summarizes your professional expertise and accomplishments

• Manage information that’s publicly available about you as a professional

• Gain new insights from discussions with like-minded professionals

• Discover inside connections that can help you land jobs and close deals


LinkedIn – What’s on offer

• Status Updates• Groups• Forum discussions• Events Listing• Job Searching• Business Listings• Job Posting• Messaging• Answers


Twitter


Twitter.com


ConversationUpdates written and sent when your profile is locked will only be seen by people who follow you

Tweets sent when your profile is unlocked will also be published in the global timeline

@twittername Sends an update seen by everyone you both follow but intended for one person

RT @twittername with the original update indicates that you are repeating an interesting tweet you want your followers to see.

This is called Re-Tweeting


Twitter - land

• Stats & Analytics tools

• Tacking conversations

• Many Tweets in one stream

• Twitter central control

• Promotions

• Backchannel

• Research


Filtering

• Bafa10• BritArtsFest• Arts festival


Forums & Community

Customer service is the new marketing when conversation comes first.

• Fundraising• Influence change

InnoCentive harnesses collectivebrainpower around the world tosolve problems that really matter.


Ambient participation


Personal Development

• Team building• Cost saving


Collaboration & Workplace

• Huddle• Hootesuite• Dropbox• FreeAgent• Eventbrite• Google Apps


Events & conferences


E-marketing & Documentation


Monitor & Measure

• Facebook• MySpace• LinkedIn• Twitter• YouTube• FriendFeed


Content and Distribution

• Marketing• PR• UGC


Photo Sharing

Manchester International Festival


PowerPoint Sharing

www.slideshare.net/pcmcreative


PDF Sharing


E-books

Twitter for beginners on Issuuhttp://bit.ly/4yngN


Print on Demand


Old Media meets New Media

• Magazines• Papers• Fliers• Posters• Programs• Business Cards• Buses• Signs• T-Shirts


Ambient Engagement

• QR codes• Geo-location

http://bit.ly/b71cEe


Live Streaming

• Point and shoot• Hit 5 to Tweet

http://bit.ly/9lzFkg

Nottingham Creative Business Awards Launch 2009


Documenting


Live Documentation

#EMB10


Stay Connected

JOIKUSPOT premium

Notebook PC or Mac

Mobile Broadband

Mobile wifi hub


Foundation Thinking

“Don't add technology to the way you do

things, change the way you do things

when you see what the technology can

do.”

Marcus RomerArtistic Director - Pilot Theatre Company.


The 5 steps

• Arrive• Listen• Ask• Provide• Advise


7 Roads of Social Media

1. Generate new leads / find work?

2. Provide customer service?

3. Improve customer retention?

4. Increase your knowledge?

5. Competitors alignment & metrics?

6. Establish your authority as an expert?

7. Do business more productively?



Online


Social Media


Making it simple, adding value

• Multiple channel distribution

• Scheduling

• Automation

• Measurement

• Analytics

• Campaign Structure


• Email updates• Mobile updates• RSS• Google Alerts• Tagging• Dashboards

Multiple Channel Distribution


• Posterous• Tumblr• Delicious• Tweetdeck• Hootesuite• Ping

Scheduling & Automation


Simple Campaign Structure

• Plan• Prepare • Deliver • Reflect• Report


Making it Work

• Start small. • Schedule social media time.• Pick your platforms.• Define your goals & expectation.• Formalise practice and conduct.• Establish your identity.• Make the web part of your process.

http://bit.ly/policytool


All roads lead home

Audience

Agents

Clients

Funders, Investors Customers

Stakeholders

Staff, Team, Employees

SuppliersPress


Call to Action

Identify your top 3 priority roads 3 services to investigate further Tweet and include the #EMB10 tag


Questions

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