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The social web for small business Jonathan Crossfield / Netregistry 2010
The Social Web for Small Business
Presenter: Jonathan Crossfield Date: August 2010
The social web for small business Jonathan Crossfield / Netregistry 2010
Why should I care about social media?
The social web for small business Jonathan Crossfield / Netregistry 2010
Time spent on social media is up 82%
The social web for small business Jonathan Crossfield / Netregistry 2010
Aussies are the highest users worldwide!
Country Time/ person Unique audience
Australia 6:52:28 9,895United States 6:09:13 142,052
United Kingdom 6:07:54 29,129
Italy 6:00:07 18,256
Spain 5:30:55 19,456
Brazil 4:33:10 31,345
Germany 4:11:45 28,057
France 4:04:39 26,786
Switzerland 3:54:34 2,451
Source: The Nielsen Company, January 2010
The social web for small business Jonathan Crossfield / Netregistry 2010
Twitter visitors doubled 2009 - 2010
*Data from Comscore,
June 2010
The social web for small business Jonathan Crossfield / Netregistry 2010
Facebook overtook Google in March 2010
*courtesy Hitwise Australia,
March 2010 (Hitwise.com.au)
The social web for small business Jonathan Crossfield / Netregistry 2010
So, what is the social web?
The social web for small business Jonathan Crossfield / Netregistry 2010
You might think social media is this
The social web for small business Jonathan Crossfield / Netregistry 2010
These are just tools – snow shovels
The social web for small business Jonathan Crossfield / Netregistry 2010
Deciding to use a tool is a TACTIC
I want to use a snow shovel to benefit my business
The social web for small business Jonathan Crossfield / Netregistry 2010
Using them to reach goals is a STRATEGY
Clearing my driveway helps more customers get where they’re going
The social web for small business Jonathan Crossfield / Netregistry 2010
Knowing the customer goal may reveal better tools
Wow! Cleanest driveway in the street!
The social web for small business Jonathan Crossfield / Netregistry 2010
The entire web is social – with many tools
The social web for small business Jonathan Crossfield / Netregistry 2010
Replying to an email is a social activity…
The social web for small business Jonathan Crossfield / Netregistry 2010
Writing on a blog is a social activity…
The social web for small business Jonathan Crossfield / Netregistry 2010
Interacting with a website is a social activity…
The social web for small business Jonathan Crossfield / Netregistry 2010
…& everyone has access to the toolshed!
The social web for small business Jonathan Crossfield / Netregistry 2010
The audience is now the media...
The social web for small business Jonathan Crossfield / Netregistry 2010
...but so are you!
The social web for small business Jonathan Crossfield / Netregistry 2010
The web is a two way conversation!
The social web for small business Jonathan Crossfield / Netregistry 2010
How should we use the social web?
The social web for small business Jonathan Crossfield / Netregistry 2010
Businesses often ask the wrong question
How can my business sell more by using social media?
The social web for small business Jonathan Crossfield / Netregistry 2010
There is a better question
How can I use the social web to help consumers achieve their goals?
The social web for small business Jonathan Crossfield / Netregistry 2010
Human behaviour is the key!
The social web for small business Jonathan Crossfield / Netregistry 2010
Start thinking like an ANT!
The social web for small business Jonathan Crossfield / Netregistry 2010
ANT businesses can grow extremely BIG!
The social web for small business Jonathan Crossfield / Netregistry 2010
Google: built for users, not businesses
The social web for small business Jonathan Crossfield / Netregistry 2010
Twitter – evolved with user behaviour
The social web for small business Jonathan Crossfield / Netregistry 2010
Amazon – made buying books easier
The social web for small business Jonathan Crossfield / Netregistry 2010
They provide 'elegant organisation'!
You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.
Mark Zuckerberg - Facebook
The social web for small business Jonathan Crossfield / Netregistry 2010
Identify the customer goal, need or obstacle
The social web for small business Jonathan Crossfield / Netregistry 2010
Understand the route they prefer to take (behaviour)
The social web for small business Jonathan Crossfield / Netregistry 2010
Use the right tools to make it easier
The social web for small business Jonathan Crossfield / Netregistry 2010
Watch more people choose your route!
The social web for small business Jonathan Crossfield / Netregistry 2010
Let’s look at just one tool
The social web for small business Jonathan Crossfield / Netregistry 2010
What is Twitter?
A “microblogging” platform
Allows people to create posts (“tweets”) of 140 characters or less
Users can “follow” others that interest them
The social web for small business Jonathan Crossfield / Netregistry 2010
Starting out as a ‘broadcast’ medium…
One way messaging
Followers couldn’t reply to tweets
Difficult to create conversations
The social web for small business Jonathan Crossfield / Netregistry 2010
...it evolved into an 'engagement' medium
Users created the ‘@’ reply
Began using # to tag conversations
Twitter adopted and built these behaviours into the application
The social web for small business Jonathan Crossfield / Netregistry 2010
Users transformed how Twitter worked
Turned it into a true communications network
Extremely rapid spread of ideas, content and comments
Twitter is entirely about people talking to each other – word of mouth
The social web for small business Jonathan Crossfield / Netregistry 2010
Word of mouth marketing
The social web for small business Jonathan Crossfield / Netregistry 2010
WOM most powerful marketing around!
The social web for small business Jonathan Crossfield / Netregistry 2010
Will someone recommend your product?
The social web for small business Jonathan Crossfield / Netregistry 2010
Will someone recommend your shop?
The social web for small business Jonathan Crossfield / Netregistry 2010
Wow! Now this is word of mouth!
a
The social web for small business Jonathan Crossfield / Netregistry 2010
But then, so is this!
a
The social web for small business Jonathan Crossfield / Netregistry 2010
Should we care what one person thinks?
Trib has over 4,000 followers. I’d care!
How many followers may share this with their followers? And so on…
Do you know what people are saying about your business?
The social web for small business Jonathan Crossfield / Netregistry 2010
Twitter marketing strategies
The social web for small business Jonathan Crossfield / Netregistry 2010
Direct sales via links & promotions
The social web for small business Jonathan Crossfield / Netregistry 2010
Brand awareness / customer engagement
The social web for small business Jonathan Crossfield / Netregistry 2010
Feedback & complaints management
The social web for small business Jonathan Crossfield / Netregistry 2010
Customer service & support
The social web for small business Jonathan Crossfield / Netregistry 2010
But where’s the ROI?
The social web for small business Jonathan Crossfield / Netregistry 2010
Is there a relationship between SM and $?
*Source:
Engagement db.com
July 2009
Prepared by
Wetpaint and
Altimeter
The social web for small business Jonathan Crossfield / Netregistry 2010
Show me the money!
Wallflowers
(low – or no - engagement in 6 or less channels)
Selectives
(high engagement in 6 or fewer channels)
Butterflies
(low engagement in 7 or more channels
Mavens
(high engagement in 7 or more channels)
The social web for small business Jonathan Crossfield / Netregistry 2010
What about a small business case study?
The social web for small business Jonathan Crossfield / Netregistry 2010
A fun, friendly website…
The social web for small business Jonathan Crossfield / Netregistry 2010
…with a regularly updated, funny blog…
The social web for small business Jonathan Crossfield / Netregistry 2010
…a popular newsletter…
The social web for small business Jonathan Crossfield / Netregistry 2010
…quirky YouTube videos…
The social web for small business Jonathan Crossfield / Netregistry 2010
…great use of Twitter, with a business account…
The social web for small business Jonathan Crossfield / Netregistry 2010
…and a personal account!
The social web for small business Jonathan Crossfield / Netregistry 2010
A casual, irreverent style
The social web for small business Jonathan Crossfield / Netregistry 2010
…mixed with a sense of community
The social web for small business Jonathan Crossfield / Netregistry 2010
The brand has PERSONALITY!
My tone seems to be novel in the retail world because it pulls no punches, but it's just me. It's not elitist and the humour is adult. It's free entertainment.
Janet Leach – Arterystore.com.au
The social web for small business Jonathan Crossfield / Netregistry 2010
All are connected. Many tools, one voice
The social web for small business Jonathan Crossfield / Netregistry 2010
Sales enquiries rise approx 200% after each email
The social web for small business Jonathan Crossfield / Netregistry 2010
One email saw sales of Nooka watches rise 500%!
The social web for small business Jonathan Crossfield / Netregistry 2010
Twitter provides 10% of all traffic…
Nearly 2000 unique visitors per month
Using unique links in tweets allows for better tracking
The social web for small business Jonathan Crossfield / Netregistry 2010
…and fantastic word of mouth!
Supporters spread the word
Happy customers tweet about their purchase
The social web for small business Jonathan Crossfield / Netregistry 2010
Other blogs have picked up on the site
The social web for small business Jonathan Crossfield / Netregistry 2010
Each blog mention boosts traffic
The social web for small business Jonathan Crossfield / Netregistry 2010
Hasn’t sent a press release in 18 months!
The social web for small business Jonathan Crossfield / Netregistry 2010
Customers have direct influence on the brand!
I want to be the design store at street level, creating a community and being created by its community.
Janet Leach – Arterystore.com.au
The social web for small business Jonathan Crossfield / Netregistry 2010
Nearly there…
The social web for small business Jonathan Crossfield / Netregistry 2010
I grew up near a corner shop
The social web for small business Jonathan Crossfield / Netregistry 2010
They knew me, my family, our story…
The social web for small business Jonathan Crossfield / Netregistry 2010
…and we knew them
The social web for small business Jonathan Crossfield / Netregistry 2010
It’s gone now but 30 yrs on I still remember them
The social web for small business Jonathan Crossfield / Netregistry 2010
Corner shops gave way to supermarkets
The social web for small business Jonathan Crossfield / Netregistry 2010
We scaled up production
The social web for small business Jonathan Crossfield / Netregistry 2010
We scaled up marketing
The social web for small business Jonathan Crossfield / Netregistry 2010
We scaled up sales
The social web for small business Jonathan Crossfield / Netregistry 2010
We couldn’t scale up relationships
Do you want
fries with
that?
The social web for small business Jonathan Crossfield / Netregistry 2010
The social web scales up relationships!
The social web for small business Jonathan Crossfield / Netregistry 2010
What does this mean for you?
The social web for small business Jonathan Crossfield / Netregistry 2010
Listen and respond – don’t just broadcast
The social web for small business Jonathan Crossfield / Netregistry 2010
View everything from the customer’s POV
The social web for small business Jonathan Crossfield / Netregistry 2010
Treat everyone as individuals, not a mass market
The social web for small business Jonathan Crossfield / Netregistry 2010
Become an ANT business!
Understand your customers’ goals and online behaviour
Choose the right tools to fit that behaviour
Develop a strategy
Simplify, simplify, simplify
The social web for small business Jonathan Crossfield / Netregistry 2010
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