social media for business (business link, barnstaple)
DESCRIPTION
An online version of the slides used in Aren Grimshaw's presentation on Social Media to business in Barnstaple. Originally presented on Wednesday 11th August at the Barnstaple Hotel as part of a Business Link one day seminar on Social Media and Internet Marketing.TRANSCRIPT
Aren GrimshawTonick Media
Social Media for BusinessPresented on behalf of Business LinkWednesday 11th August 2010
Introduction
These slides were used during a presentation given to small to medium enterprises attending a Business Link workshop on internet marketing and Social Media.
To find details of future events please check the Business Link website here.
Where possible links to further resources have been included throughout the presentation.
Part OneIntroducing Social Media for Business
Before we get started… Who Am I?
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…
This leaves some important questions unanswered…
What is Social Media?
Is it just another fad?
Is anyone making any money?
Where do I start?
What is Social Media?
“Media for social interaction, using highly accessible and scalable publishing techniques.”
Wikipedia DefinitionSource: http://en.wikipedia.org/wiki/Social_media
or
“...it’s how people read, discover and shareinformation.”
Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales
The Key Aspects & Terminology
• Web 1.0 > Web 2.0 • Real Time• Viral • Authenticity / Transparency• User Generated Content (UGC)• Consumer Generated Media (CGM)
Putting it in contextTechnology• Computing Power• Processor Power• Internet Speeds• Digital Cameras• iPods• Smartphones• iPhones / iPads
Society• Generation Y / Net Gens• Out of Town Shopping• E‐commerce• Longer Working Hours• Migration & Immigration• Erosion of Community
Centres• The Age of Spin
The Technology
Social Media Platforms
Blogs Social Networks
Wiki Sites
File Sharing Sites
Social BookmarksLive StreamingForums
AggregatorsReview Systems
What is Facebook?
• Launched 2004 • 500m Active Users• 50% of users are between 25‐49
Latest Statistics
• 50% log on in any given day• 150m+ access via mobile devices (and are twice as active)
• 35m+ users update their status each day• 60m+ status updates posted each day• 30bn+ pieces of content shared per month
Source: http://www.facebook.com/press/info.php?statistics
An Average user…
• 130+ Friends• 55 minutes on the site per day• Is connected to 80 pages, groups &events• Adds 25 comments to content each month• Creates 90 pieces of content each month
Source: http://www.facebook.com/press/info.php?statistics
Some Statistics
• 77% active internet users read blogs• 133m+ blogs• 55% more traffic
What is Twitter?
• Social Network• Blogging Platform• Search Engine • Focus Group• News Wire
Some Statistics
• 105m registered users• 300k new users sign up per day• 180m unique visitors per month• 600m+ search queries on Twitter per day
An Average user…
• Is 31 • Has 126 Followers• 75% of traffic comes from third‐party apps• 37% of active users use their phone to update
A Typical Profile
Avatar Bio
Web Address
Location
Custom Background
What is LinkedIn?
• ‘Professional Network’• 65m+ members • 150 industries• 200 countries / territories
Some Statistics
• 1 new user per second • £68,000 Average earnings • 46% decision makers
Developing a Strategy
Aims & Objectives
Resources Available
Community Targets
Approach or Strategy
Technology to be Used
Developing Your Strategy (CARAT)
Custom
ers
•Common Characteristics
•Demographics
•Technical Ability
•Interests
•Geographic Location
Influ
encers • Staff Members
• Family Members
• Journalists
• Bloggers
• Politicians
Partne
rs • Allied Industries
•Other regions
• Suppliers
• Funders Investors
• Competitors
C I P
Identifying your Community
Defining Objectives• SEO: link building, content factors• Marketing: Promote business, brand awareness• PR:Manage reputation, get news out• Sales: New contact routes, increase purchasing• Engagement: Increase loyalty, foster word of mouth• Research: Identify trends / niches, consultation• Management: Collaboration, knowledge sharing
Allocating Resources
• Time• Money• People• Skills• Business As Usual Activity (BAU)
The Approach
The VCP Rule
Profitability
Visibility Credibility
Reach but no Results(Technology Centred Approach)
The VCP Rule
No chance to connect – no results(Content Focused Approach)
The VCP Rule
Is anyone making any money?
UKNetWeb Limited
• Small to Medium Enterprise• Based in St.Agnes, Cornwall• 5 Full Time Staff• Primary services:
– Web Development (Ecommerce)– Internet Consultancy– Social Media Integration
Social Media Activities
• Blogging & Micro‐Blogging• Social Networking• Professional Networking• File‐Sharing• Webinars & Other Events
Results – Web Traffic
Results – Bottom Line
In a 6 month period:• 500% increase in new business enquiries through social networks
• 2/3 of all enquiries through social networks• 100% increase in average order values• Opened up UK & international markets
Business Cornwall
• Small to Medium Enterprise• Based in Camborne, Cornwall• 3 Full Time Staff • Media Company
Social Media Activities
• Blogging & Micro‐Blogging• Live‐Blogging• Social Networking• Professional Networking• File‐Sharing• Webinars & Other Events• Community Engagement
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Jan Feb Mar Apr May Jun Jul Aug Sep
Visits
New Visitors
Page Views
Results – Web Traffic
Results – Web Traffic
Results ‐ InteractionsThe Results:• 250 Comments• 444 Facebook Fans• 1,515 Twitter Followers• 28,135 Reads on Scribd• 100% increase in unique visitors• 120% increase in visits• 125% increase in page views
Results: More Examples
• Dell– $7m Twitter Sales
• Twestival (2010)– SW / Wales Region approx. £20,000 to date– UK £62,000 to date
• Surfers Against Sewage– New members, increased activity
• Tonick Media
What could you gain?• Increased brand awareness & credibility• Increased web traffic & website engagement• Higher average order values• More repeat business, increased loyalty• Reach into new markets / existing markets• Insight into customer opinions & opportunities
• More sales & increased profitability
Part TwoGetting Started: Your First 5 Steps
Your first 5 steps...
1. Start monitoring2. Improve your current marketing3. Build your online network4. Set up your corporate profiles5. Develop a strategy
Even if you decide Social Media isn’t for you, you should set up alerts to inform you of any comments made about your company.
“Just because you leave the room, it doesn’t mean that those left behind aren’t talking about you.“
1. Start Monitoring
1. Start Monitoring
Set up your alerts:
• Google Alertshttp://www.google.com/alerts
• Social Mentionhttp://www.socialmention.com
2. Improve your current marketing
• Try ‘Passive Marketing’• “Don’t tell them you’re funny, tell them a joke”• “Get more bang for your buck”
“Get more bang for your buck”
• You’re delivering a presentation to a group of customers. Why not...– Upload the presentation online?– Broadcast the event live over the internet?– Live‐blog the event?– Add all the guests as new contacts on online networks?
– Upload photos of the event?
3. Build your online network
A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following:
• Professional Networkinghttp://www.linkedin.com
• Social Networkinghttp://www.facebook.com
3. Build your online network
• Connect with your existing contacts first• Add new connections to your network as you meet them
• Don’t push your sales message at your contacts
• Don’t rush to speak, listen first• Encourage debate among your network
4. Set up your corporate accounts
• Choose the right type of account• Make it clear what people should expect• Encourage regular interaction• Avoid spamming
Facebook Groups, Pages & Profiles• Profiles = Individuals
– Your connections are known as ‘Friends’
• Pages = Businesses and Organisations– Individuals ‘Like’ your Page (Your organisation)– Administered by an individual(s) Profile (private)
• Groups = ‘Communities’ – Individuals ‘Join’ your Group– Administered by an individual(s) Profile (public)
Facebook Help
• Facebook Pages Guides & Resourceshttp://www.facebook.com/FacebookPages
• Facebook Page Setuphttp://www.facebook.com/page
5. Develop a Strategy
When you are ready to start putting resource into your efforts you should set out what you aim to achieve. Ask yourself:
• Where are we now?• Where do we want to go?• How are we going to get there?
Where are you now?
• Collect all your current performance figures (Benchmark)– Website visitors– Number of purchases– Time on site– Mentions on social networks
– http://google.com/analytics
Where do you want to get to?
• Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)
• Decide how you will measure your results –link to your initial benchmark
Aims & Objectives
Resources Available
Community Targets
Approach or Strategy
Technology to be Used
How are you going to get there?
Getting more support...
More support
There is a wealth of knowledge available on the internet to help with your efforts. However, we understand that sometimes finding the information you need can be difficult.
In the first instance you can try speaking to your Business Link adviser for advice and guidance.
As a private company, we can also offer help in a number of areas...
How can we help?
• Training• Consultancy• Strategy• Delivery• Monitoring
Getting in touch
To get in contact with Aren Grimshaw and / or Tonick Media:
01209 71868807501 [email protected]://www.tonickmedia.com
Or search Google for ‘aren grimshaw’ for more ways to connect.
@arengrimshawwww.tonickmedia.com
www.slideshare.net/tonickmedia