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"Growing your businessin a digital world" to HP SMB Group
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Transcript of "Growing your businessin a digital world" to HP SMB Group
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20 MAY 2011 growing your business
in a digital world
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I’m Allister
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something big is
happening
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1x
15,000x
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Our journey to connectedness
1970 1980 1990 2000 2010
Co
nn
ect
ed
ness
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social media changes
everything
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Social Media comprises online applications, platforms and media focused on collaboration, sharing and interaction between users.
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“It’s just people having conversations online”
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Blogging
RSS
Podcasting
Video Sharing
Photo Sharing
Social Networking
Microblogging
Bookmarking
Search
Professional
Wikis
Presentations
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An average hour online
Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)
-66%
+11%
-36%
+159%
+84%
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Top 10 Uses of Social Media
Source: Universal McCann Wave Study 4 / % of active internet universe
Fun / entertainment
To share new experiences
To share knowledge
Meet new people
Stay in touch with friends
To feel like I belong
To promote myself
Make contacts for work
To earn respect
To change opinions
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Younger Me (1993)
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Older Me (2008)
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Today Me (2011)
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Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
of people trust recommendations
from people they know
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What do we trust?
Recommendations from people I know
Brand web sites
Consumer opinions posted online
Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
Ads in magazines
Ads on radio
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Trust completely
Trust somewhat
Don’t trust much
Don’t trust at all
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
CO
NV
ERSI
NG
SH
OU
TIN
G
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A day in the life of a Tweet
Posted to Twitter
Posted to Facebook
Retweeted
Enters the blogosphere
Used in office e-mails
Submitted to social bookmarking sites
Indexed by Google/Bing
Forwarded around the web, forever
Inspired by www.ngonlinenews.com
Photo taken
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social is everywhere
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advertising /ˈædvәˌtaɪzɪŋ/
n. the cost of being boring.
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from shouting to conversing
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Marketing in a Digital World
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Paid Owned Earned
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on Halloween we eat a lot of sausage. That’s tradition.
Is anyone dressing up as a sausage for Halloween this year?
next week is pub week, and sausage week, and then Halloween so we must eat pumpkin pie and toffee apples? Did I miss pie week?
Costume Party
Going
Happy Candy
Dress
Love
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tips for marketers
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invest in social leadership
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invest in social players
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invest in tools & expertise
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develop your SRO strategy
SRO = Social Recommendation Optimisation
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listen, then engage
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go where the audience is
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create social objects
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use multiple interfaces
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make it better when shared
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show some personality
Juvenile delinquent
Company robot
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fail fast, learn faster
(again and again…)
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What’s the cost of not being social?
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Thank you for listening
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© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft
Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
http://allisterfrost.com [email protected] @allisterf