Marketing Masterclass: An Introduction to Social Media for Business
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Social Media for Business Marketing Masterclass Presented by Aren Grimshaw Monday 26 th April 2010
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A copy of the presentation delivered to delegates at Mervyn Smallwood's Marketing Masterclasses held at the Berlewen Building, Pool and Jury's Inn, Plymouth during the week of the 26th April 2010. The original presentation was delivered by Aren Grimshaw or Tonick Media. To arrange for a similar presentation at your event or training seminar please contact Aren on 01209 718688 / 07501 259000. You can also connect with Aren across a number of social networks by searching Google for 'Aren Grimshaw'.
Transcript of Marketing Masterclass: An Introduction to Social Media for Business
Social Media for BusinessMarketing Masterclass
Presented by Aren GrimshawMonday 26th April 2010
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 designed to be disseminated through social interaction, created using highlyaccessible and scalable publishing techniques.”
Wikipedia Definition
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
Key Aspects & Terminology
• Web 2.0
• Viral
• Real Time
• Authentic
• UGC & CGM
• Sociological / Technological
The Technology
Social Media Platforms
Blogs Social Networks
Wiki Sites File Sharing Sites
Social BookmarkingLive Streaming
Forums Aggregators
What is Facebook?
• Launched 2004
• 400m Active Users
• 50% are between 25-49
Latest Statistics
• 50% log on in any given day
• 100m+ access via mobile devices (twice as active)
• 35m+ users update their status each day
• 60m+ status updates posted each day
• 5bn+ pieces of content shared per week
Source: http://www.facebook.com/press/info.php?statistics
An Averege user…
• 130+ Friends
• 55 minutes on Facebook per day
• Adds 25 comments to content each month
• Becomes a fan of 4 Pages each month
• Is a member of 13 groups
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?
• Blogging Platform
• Social Network
• Search Engine
• Focus Group
• News Wire
Some Statistics
• 50m Tweets Per Day
• 66m Unique Visitors
• 550m Visits
• 5.5m UK Members
An Average user…
• 31
• 126 Followers
• 80% do not go via the website
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
Where do I start?
COMMUNITY
AIMS
APPROACH
RESOURCES
TECHNOLOGY
The CARAT Planning Process
The notion of community, refers to a group of people united by at least one common characteristic.
Source: http://www.cdc.gov/phppo/pce/part1.htm
To some people it’s a feeling, to some people it’s relationships, to some people it’s a place, to some people it’s an institution
Source: http://www.cdc.gov/phppo/pce/part1.htm
Experiences
Interests Values
Geographic
Innate Characteristics
CharacteristicGroups
Each individual may be part of many different communities
Innate / Experiences
Male
28 Years Old
Father of 2 Children
Working in a small business
Interests
Social Media
Business
‘Social Good’
Geographic
St.Austell
Cornwall
United Kingdom
Identifying Communities
Customers Influencers Partners
Demographics
Technical ability
Interests
Geographic location
Staff
Journalists
Suppliers
Politicians
Allied trades
Competitors
Funders / Investors
Other regions
Defining Your Objectives
• SEO: link building, content factors
• Marketing: Promote business, brand awareness
• Sales: New contact routes, increase purchasing
• Engagement: Increase loyalty, foster word of mouth
• Research: Identify trends / niches, consultation
• PR: Manage reputation, get news out
• Management: Collaboration, knowledge sharing
• Calculate potential returns and define KPIs
Allocating Resources
• Budget
• Skills
• Staff
• Gaps
• Business As Usual (BAU)
• Time
The Approach
VCP
Visibility
+
Credibility
=
Profitability
Visibility
• Create Shop Windows
• Networks / Community Engagement
• Viral / WOM
• Joining Conversations
• Tell a Story
• Broaden Reach of Activity
Credibility
• Show Knowledge
• Passive Marketing
• Use Network
• ‘Givers Gain’
Profitability
• Long Term
• Define KPIs
• Cost Savings
• New Contact Routes
Some Examples
Is anyone making any money?
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: Business Cornwall
The Results:
• 207 Comments
• 365 Facebook Fans
• 1,259 Twitter Followers
• 21,867 Reads on Scribd
• 73% Increase in Unique Monthly Visitors
• 97% Increase in Monthly Visits
Case Study: Business Cornwall
Results: UKNetWeb
• 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
Results: UKNetWeb
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
Where do I start?
Your First Steps
• Start building your social & professional networks with the people you know
• Explore Social Media content around subjects of interest (Real time)
Google Show Options
Google Show Options
Your First Steps
• Start building your social & professional networks with the people you know
• Explore Social Media content around subjects of interest (Real time)
• Identify interesting sources & people – what makes them worth listening to?
• Try engaging with content through comments, messaging etc
Tips & Advice
• Quality wins over Quantity
• Aim for a dialogue (engagement)Social Media is not a broadcast medium
• Think about your story
• Use a variety of media
• Review regularly and tweak
A couple of things to keep in mind...
The conversation goes on whether you take part or not
You cannot control it, you can only seek to manage it
Get it right…
• 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
Extra Support
We can offer additional support in the following areas:
• Research & Strategy
• Consultancy
• Training & Mentoring
• Implementation & Integration
• Content Production
For More information
• Message me on Facebook, Twitter, LinkedIn or any other social network you find me on
• Check out the blog at www.tonickmedia.com/blog
• Give me a call – 01209 718688 / 07501 259000
• Send me an email - [email protected]
@arengrimshawwww.tonickmedia.com
www.slideshare.net/tonickmedia
