Post on 17-Dec-2014
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© RiverRhee Consul.ng 2013
Social Media – why use it? What’s the ROI?
Elisabeth Goodman
Cambridge Network Breakfast Mee.ng
25th April 2013
Enhancing Team Effectiveness
© RiverRhee Consul.ng 2013
15 minutes to explore!
1. RiverRhee Consul.ng’s / my experience of Social Media
2. Other people’s experience (from the survey)
3. Challenges and .ps for ROI
4. Further reading!
© RiverRhee Consul.ng 2013
RIVERRHEE CONSULTING’S / MY EXPERIENCE OF SOCIAL MEDIA
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© RiverRhee Consul.ng 2013
Why am I teaching people about Social Media tools?
A good adjunct to my business
1. I’ve learnt how to use social media tools to meet my needs over several years
2. People have been asking me to teach them
3. Social media tools are a good fit with Knowledge Management
– They enable people to share what they know and learn from others
My stats..
• LinkedIn – Since March 2006
– 758 connec.ons
• Blogs (Wordpress) – Since July 2009; – 609 followers; 77 posts
• Twi`er – Since Aug 2009 – 570 followers; 2400+ tweets
• Facebook – Since Dec 2009
• Google+, Pinterest – early days
© RiverRhee Consul.ng 2013
What has been my ROI in terms of paid work?
Social Media training / wri.ng
1 to 1 tutorials 2009 -‐>
St John’s seminars 2010-‐ 2011
Ar.cle (in FUMSI) 2012
Workshop Cambridge Network 2011
Work with previous colleagues
Approx. 99% & 75% turnover 2010-‐2011
Approx. 75% turnover
2012/2013
New clients
Gower publishing 2012 -‐>
Warm leads
2013
New associates
Collabora.on
2012 -‐>
© RiverRhee Consul.ng 2013
Social Media tools also deliver other ROIs
They help you to:
Build your reputa.on
Build your network of connec.ons
Build your knowledge
They complement face-to-face networking and marketing to lead to referrals and clients..
© RiverRhee Consul.ng 2013
My networking & marke.ng media
Library and Informa.on Science
Life Sciences Cambridgeshire & Herkordshire
Team Effec.veness
NetKIX
CILIP
UKeIG
TFPL
Blogs
Twi`er lists
OneNucleus
GSK & ex-‐GSK contacts
StevBioSciCat
Various LinkedIn groups
Twi`er lists
The Cambridge Network
APM East of England
Various LinkedIn groups
Blogs Ex-‐GSK contacts
APM
IQPC Associates
OneNucleus
Melbourn BA
Royston CoC
LBIC
© RiverRhee Consul.ng 2013
OTHER PEOPLE’S (SURVEY) EXPERIENCE OF SOCIAL MEDIA
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Profile of 19 respondents (some anonymous)
Robin Higgons Qi3 Ltd robin.higgons@qi3.co.uk
Karen James, Lilac James
QTP Environmental Ltd. 01223 269400 infor@qtpe.co.uk Amanda Brown, Managing Director, Alterra Amanda@alterra-‐
consul.ng.co.uk 07947 502760
Mark Collingwood www.tonicfusion.com Tonic Fusion 01727810254
Jamie Lesinski, Crossbar-‐fx, jamielesinski@crossbarfx.com 02031957136, @jamielesinski @crossbarfx
Ed Goodman, Cambridge Business Lounge, 01223 324040
Richard Wishart, Delivery Management Ltd richard.wishart@del-‐mgt.com
Goncalo Syndicate room
Alexandra Murphy Cambridge Network alex.murphy@cambridgenetwork.co.uk
1 – 25+ people in:
Training
Marke.ng (Social Media)
Accoun.ng
Financial management
Mobile phones apps
Distributor
Payment services
Analy.cal & formula.on Design
Informa.on services
© RiverRhee Consul.ng 2013
To support web ac.vity
Main reasons for using Social Media
Establishing myself as a world wide expert
Building trust with clients on a
personal level
Managing contacts and
keeping in touch
Job promo.on
Lead genera.on
Informa.on gathering
Networking, discussion
Other par.cipants are clearly and strongly linked to my business stream Communica.ng to
target markets & influencers
Promo.ng company news and events
Personal and business
development
Broadcas.ng knowledge
Building reputation Building connections Building knowledge
To reach our network without spending vast amounts of money
© RiverRhee Consul.ng 2013
Social Media tools used
YouTube eMarketing integrating social media No other
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Time spent per week
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Your ROIs
• Much greater reach to new and exis.ng clients. • Avoiding “castle guard protec.on systems” • Less about "them and us" sales; more about sharing needs and solu.ons. • Get a real feel for people’s and companies’ problems. • A fresh, personal and free way of learning more about clients & sharing on their terms. • Engaging my client with a specific director in a hotel group gained a contract for
£100,000+ via strategic use of LinkedIn. • Another client gained by responding to Twi`er ques.on – short-‐term project valued at
£1,500. • ‘Selflessly retwee.ng' content important to prospec.ve clients = sort of statement of
intent. • Retweets by others -‐ “I do consider this as a benefit” • Signs-‐ups and direct contacts from LinkedIn • Not having to travel so much to overseas conferences. • Maintaining my influence networks with relevant and persuasive original content.
• Followers / website hits, interac.ons, contacts and business (proposals) (16) • None (3)
© RiverRhee Consul.ng 2013
CHALLENGES AND TIPS FOR ROI
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Your challenges / strategies
• Effort and .me vs. ROI
• Lack of flexibility; customisa.on
• Misuse / unprofessional use of tools by others
– Twi`er -‐ rescheduling tweets – LinkedIn -‐ headlines w/ no
follow-‐up interest • Ge|ng corporate and worldwide
target audiences onto the tools
• Confiden.ality agreements limit what we can share
• Keep up to date by con.nuously researching the plakorms and developing processes to streamline their effec.veness (a strategy)
• Proper training applied to proper, tailored, strategy – Key words op.misa.on
– Knowing the best .me of day to post on each plakorm
– Keeping it relevant – Standing out in a sea of dross – Ve|ng connec.ons on LinkedIn;
using others’ connec.ons for introduc.ons
– Using the tools con.nuously and consistently
– ‘Dance as if no-‐one is watching'
© RiverRhee Consul.ng 2013
A possible framework for your social media strategy
Define your business goals
Iden.fy and analyse stakeholders
Assess the environment – what else is happening?
Iden.fy key messages
Select your tools & their use
Define measures of success & monitor
© RiverRhee Consul.ng 2013
10 top .ps for greater ROI from Social Media
1. Decide what you want to use Social Media for (reputa.on, connec.ng, knowledge etc.)
2. Develop a strategy
3. Create personal profiles and business pages
4. Make your target customers and key offerings clear throughout
5. Listen and search, acknowledge and support others
6. Match your frequency and tone of updates to the tool
7. Join and par.cipate in relevant groups (and #tags)
8. Use ‘front-‐ends’ that help you to connect your use of tools, schedule updates etc.
9. Have links to your Social Media profiles from your web site, business card etc.
10. Get support from others e.g.
– Other employees, associates post links to your Social Media business pages, retweet etc.
– Guest blogs,
– Marke.ng businesses The 3’I’s: Inform, Interact, Inspire!
© RiverRhee Consul.ng 2013
A selec.ve list of further reading • h`p://malharbarai.com/2013/04/11/10-‐
reasons-‐business-‐blogging-‐is-‐be`er-‐infographic/
• h`p://www.damarque.com/blog/gianluigi-‐cuccureddu/six-‐reasons-‐why-‐b2b-‐twi`er-‐audiences-‐are-‐poor-‐quality
• h`p://cooperlomaznews.co.uk/teams-‐twee.ng-‐and-‐genera.on-‐y-‐why-‐business-‐should-‐welcome-‐ways-‐of-‐working-‐from-‐a-‐new-‐genera.on
• /h`p://www.damarque.com/blog/gianluigi-‐cuccureddu/forrester-‐four-‐major-‐goals-‐enterprise-‐social-‐networking-‐integra.on
• h`p://www.damarque.com/blog/gianluigi-‐cuccureddu/unlocking-‐social-‐technologies-‐untapped-‐poten.al-‐annual-‐value-‐13-‐trillion
• h`p://commconn.co.uk/2013/02/20/what-‐to-‐quote-‐when-‐your-‐boss-‐asks-‐why-‐do-‐we-‐need-‐social-‐media/
• h`p://www.b2e-‐community.com/profiles/blogs/it-‐is-‐not-‐about-‐roi-‐but-‐roe-‐on-‐social-‐media?xg_source=ac.vity
• h`p://elisabethgoodman.wordpress.com/2010/07/24/social-‐media-‐pu|ng-‐you-‐and-‐your-‐business-‐at-‐the-‐heart-‐of-‐your-‐community/
© RiverRhee Consul.ng 2013
elisabeth@riverrhee.com
07876 130 817
h`p://www.riverrhee.com
LinkedIn: h`p://www.linkedin.com/in/elisabethgoodman
h`p://www.linkedin.com/company/riverrhee-‐consul.ng
Facebook: h`p://www.facebook.com/pages/RiverRhee-‐Consul.ng/243697391737
Blogs:
h`p://elisabethgoodman.wordpress.com h`p://riverrheeconsul.ng.wordpress.com
Twi`er:
h`p://twi`er.com/ecgoodman
Enhancing Team Effectiveness