Post on 12-May-2015
description
Welcome to social media for business management
Nottingham6th November 2010
Susi O’Neilldigital consultant
About me
o DIGITAL STRATEGISTo MEDIA INDUSTRYo COMMUNITY MEDIAo MUSICIAN
Introduction to social media for business management
1. What is social media?2. Social media for engagement3. Personal branding and online networking4. Social media for recruitment5. Using social media to influence
Introduction to social media for business management
1. What is social media?
SOCIAL MEDIA
Why use social media?
Don Tapscott, Corporate Behaviour
Author of Wikinomics, video on YouTube
How is it working for you?
What is social media?
Defining social media
Using web tools to transform
1-to-1 to 1-to-many
conversations
Links with...
User-generated content (UGC)
Links with...
Web 2.0 (software for sharing)
...or as Tim Berners-Lee calls it
...or as Tim Berners-Lee calls it
“a piece of jargon”
Yesterday’s social media technologies
Today’s social media technologies
Today’s social media applications
Types of social media: blogs Over 1.4 million new blog posts every day
22 of 100 most popular websites are blogs
51% of blog readers shop online
Types of social media: social networks Facebook 4th most populous nation with 350m users & 700,000 business pages LinkedIn: 50m users Used by 2/3 people in world 4th most popular online activity (more than email) Time online growing at 3x rate of other activities
Types of social media: sharing media13 hours of footage uploaded to YouTube every second
100M YouTube videos viewed daily
50 billion photos on top 5 photo sharing sites
3M photos uploaded daily to Flickr
Types of social media: micro-blogging
Real-time status updates now appear as Google search results
3M Tweets per day on Twitter
1.2M people ‘follow’ @stephenfry
Changing the game
“When we change how we communicate, we
change society.”
Clay Shirky, Here Comes Everybody
“Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money”
(gmarketing.com)
Social media: a new name for an old thing
Old media: lean back
New media – lean forward
Old media: New media
From direct to personalised marketing
David Wilcox, The Social Reporter
Social media is conversational
“Markets are conversations. When you think of the internet, think of a table for two.”
The Cluetrain Manifesto
Introduction to social media for business management
1. What is social media?2. Social media for engagement
The social media shamrock
Marketing Engagement
Research
Types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
3. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
Types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
3. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
SocialMedia
The seven roads of social media1. Generate new work2. Customer service3. Improve customer retention4. Increase your knowledge5. Align with your competitors6. Establish authority as an expert7. Do business more productively
PCM Creative www.pcmcreative.co.uk
How does social media marketing work?
Savants
Enthusiasts
Casuals
Lurkers
100 passionate users
1000 true fans
Social media speeds up the sales funnel
Digital engagement: Johnson & Johnson
Digital engagement: Hungry Pumpkin
Your customers are talking about you
So help them out
Social media tools for PAs
RSS
Social media tools for PAs
RSSBookmarking
(Digg, Delicious)
Social media tools for PAs
RSSBookmarking
(Digg, Delicious)
Google alerts
Social media tools for PAs
RSSBookmarking
(Digg, Delicious)
Google alerts
Introduction to social media for business management
1. What is social media?2. Social media for engagement3. Personal branding and online networking
Personal branding makes you distinctive
Three laws of personal branding
Authenticity: Be yourself, replicas aren’t valuable. Define your brand before someone else does for you.
Transparency: It’s better to be straightforward and honest, then lie, and have your actions work against you.
Visibility: If you aren’t known, you don’t exist.
“Me 2.0” Dan Shawbel personalbrandingbook.com
Social media changes everythingBefore: Now:
Jobs are for life, stay loyal to the company brand
Loyalty is to your professional journey working with organisations
that can support your aims
Only businesses and organisations are visible online, branding is a corporate issue
Everyone is visible online, branding is about the person and
the organisation
Your social graph
Google yourself
Personal branding
Build & invest in your network Own your brand URLs Create a consistent avatar Build an ‘evergreen cache’ Be personal & personable
Memorable avatars
Social networking success strategies
Set your goals – what can you achieve? Seed and share – be an expert Add value – share knowledge & ideas Have fun – be social, make connections Value your time – moderate & measure
When social networking goes wrong
the twitter v FedEx saga
Introduction to social media for business management
1. What is social media?2. Social media for engagement3. Personal branding and online networking4. Social media for recruitment
HR & legal: How much is too much?
What not to do...
Respect boundaries (and employment law)!
Your staff as brand ambassadors
Social media in HR
RSM McGladrey USA Accountants:Corporate blog, CSR blog, YouTube recruitment channel and Facebook group, B2B Twitter
Social media policy
Five core values:
Managing your business social media Putting out a ‘shingle’ obliges you to respond Plan social media strategically, manage responsibly ‘Mow the lawn’ in your spaces Be careful how you monitor employee behaviours Create policies that balance business and personal needs
Introduction to social media for business management
1. What is social media?2. Social media for engagement3. Personal branding and online networking4. Social media for recruitment5. Using social media to influence
Get your boss to blog
Fritz Henderson, CEO, General Motors
...or Twitter
Tony Hsieh, CEO Zappos, @zappos, followers: 1.7Million
Get started yourself1. Start an internal or
external blog (Wordpress.com)
2. Facebook business page
3. LinkedIn profile4. Twitter
Thank you
Contact Me:
susi@digitalconsultant.co.uk
Tel: 07981 222799WTwitter: @susioneillSkype: susi.oneill
web/blog: www.digitalconsultant.co.uk