Social Media: An Introduction for Businesses
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Transcript of Social Media: An Introduction for Businesses
@arengrimshaw | social media consultant
Social MediaAn Introduction for BusinessesPresented on behalf of Business Link in the South West
@arengrimshaw | social media consultant
Introduction
These slides are used during a series of presentations provided to small to medium enterprises (SMEs) attending a Business Link workshop on Social Media..
The presentation is intended to give an overview of various aspects of Social Media theory, practice and technology, leading on to more comprehensive training in each area.
You can find details of future events in the south west region by visiting the Business Link website here.
Where possible, links to further resources have been included throughout the presentation.
@arengrimshaw | social media consultant
Before we get started… Who Am I?My name is Aren Grimshaw.
I am a Social Media Consultant working with businesses and organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers.
I have been working in sales, marketing and media roles for over 10 years.
I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivals and a UK Regional Coordinator of Twestival UK 2010.
You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.
@arengrimshaw | social media consultant
Part OneIntroducing Social Media for Business
@arengrimshaw | social media consultant
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…
@arengrimshaw | social media consultant
This leaves some important questions unanswered…
What is Social Media?
Is it just another fad?
Is anyone making any money?
Where do I start?
@arengrimshaw | social media consultant
“Media for social interaction, using highly accessible and scalable publishing techniques.”
Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media
@arengrimshaw | social media consultant
or
“...it’s how people read, discover and shareinformation.”
@arengrimshaw | social media consultant
Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales
@arengrimshaw | social media consultant
The Key Aspects & Terminology
• Web 1.0 > Web 2.0 • Real Time• Viral • Authenticity / Transparency• User Generated Content (UGC)• Consumer Generated Media (CGM)
@arengrimshaw | social media consultant
Putting it in context – Why now?
Technology• Computing Power• Processor Power• Internet Speeds• Digital Cameras• iPods• Smartphones• iPhones / iPads
Society• Generation Y / Net Gens• Out of Town Shopping• E-commerce• Longer Working Hours• Migration & Immigration• Erosion of Community
Centres• The Age of Spin
@arengrimshaw | social media consultant
@arengrimshaw | social media consultant
Social Media Platforms
Blogs Social Networks
Wiki Sites
File Sharing Sites
Social BookmarksLive StreamingForums
AggregatorsReview Systems
@arengrimshaw | social media consultant
Take a look at the Conversation Prism...
@arengrimshaw | social media consultant
What is Facebook?
• Launched 2004 • 500m Active Users• 50% of users are between 25-49
@arengrimshaw | social media consultant
Latest Statistics
• 50% log on in any given day• 150m+ access via mobile devices
(and are twice as active)• 35m+ users update their status each day• 60m+ status updates posted each day• 30bn+ pieces of content shared per month
Source: http://www.facebook.com/press/info.php?statistics
@arengrimshaw | social media consultant
An Average user…
• 130+ Friends• 55 minutes on the site per day• Is connected to 80 pages, groups &events• Adds 25 comments to content each month• Creates 90 pieces of content each month
Source: http://www.facebook.com/press/info.php?statistics
@arengrimshaw | social media consultant
Some Statistics
• 77% active internet users read blogs• 133m+ blogs• 55% more traffic
@arengrimshaw | social media consultant
What is Twitter?
• Social Network• Blogging Platform• Search Engine • Focus Group• News Wire
@arengrimshaw | social media consultant
Some Statistics
• 105m registered users• 300k new users sign up per day• 180m unique visitors per month• 600m+ search queries on Twitter per day
@arengrimshaw | social media consultant
An Average user…
• Is 31 • Has 126 Followers• 75% of traffic comes from third-party apps• 37% of active users use their phone to update
Avatar Bio
Web Address
Location
Custom Background
@arengrimshaw | social media consultant
What is LinkedIn?
• ‘Professional Network’• 65m+ members • 150 industries• 200 countries / territories
@arengrimshaw | social media consultant
Some Statistics
• 1 new user per second • £68,000 Average earnings • 46% decision makers
@arengrimshaw | social media consultant
Aims & Objectives
Resources Available
Community Targets
Approach or Strategy
Technology to be Used
Developing Your Strategy (CARAT)
C
A
R
A
T
@arengrimshaw | social media consultant
Custo
mers
•Common Characteristics
•Demographics
•Technical Ability
•Interests
•Geographic Location
Influencers
• Staff Members
• Family Members
• Journalists
• Bloggers
• Politicians
Part
ners
• Allied Industries
• Other regions
• Suppliers
• Funders Investors
• Competitors
C I P
Identifying your Community
@arengrimshaw | social media consultant
Defining Objectives
• SEO: link building, content factors• Marketing: Promote business, brand awareness• PR: Manage reputation, get news out• Sales: New contact routes, increase purchasing• Engagement: Increase loyalty, foster word of mouth• Research: Identify trends / niches, consultation• Management: Collaboration, knowledge sharing
@arengrimshaw | social media consultant
Allocating Resources
• Time• Money• People• Skills• Business As Usual Activity (BAU)
@arengrimshaw | social media consultant
The VCP Rule
Profitability
Visibility Credibility
@arengrimshaw | social media consultant
Reach but no Results(Technology Centred Approach)
Visibility
The VCP Rule
@arengrimshaw | social media consultant
No chance to connect – no results(Content Focused Approach)
Credibility
The VCP Rule
@arengrimshaw | social media consultant
UKNetWeb Limited
• Small to Medium Enterprise• Based in St.Agnes, Cornwall• 5 Full Time Staff• Primary services:– Web Development (Ecommerce)– Internet Consultancy– Social Media Integration
@arengrimshaw | social media consultant
Social Media Activities
• Blogging & Micro-Blogging• Social Networking• Professional Networking• File-Sharing• Webinars & Other Events
@arengrimshaw | social media consultant
@arengrimshaw | social media consultant
@arengrimshaw | social media consultant
Results – Web Traffic
@arengrimshaw | social media consultant
Results – Bottom Line
In a 6 month period:• 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
@arengrimshaw | social media consultant
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
@arengrimshaw | social media consultant
What could you gain?
• 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
@arengrimshaw | social media consultant
Part TwoGetting Started: Your First 5 Steps
@arengrimshaw | social media consultant
Your first 5 steps...
1. Start monitoring2. Improve your current marketing3. Build your online network4. Set up your corporate profiles5. Develop a strategy
@arengrimshaw | social media consultant
“Just because you leave the room, it doesn’t mean that those left behind
aren’t talking about you.“
Even if you decide Social Media isn’t for you, you should set up alerts to inform you of any comments made about your company.
1. Start Monitoring
@arengrimshaw | social media consultant
1. Start Monitoring
Set up your alerts:
• Google Alertshttp://www.google.com/alerts
• Social Mentionhttp://www.socialmention.com
@arengrimshaw | social media consultant
2. Improve your current marketing
• Try ‘Passive Marketing’• “Don’t tell them you’re funny, tell them a joke”• “Get more bang for your buck”
@arengrimshaw | social media consultant
“Get more bang for your buck”
• You’re delivering a presentation to a group of customers. Why not...– Upload the presentation online?– Broadcast the event live over the internet?– Live-blog the event?– Add all the guests as new contacts on online
networks?– Upload photos of the event?
@arengrimshaw | social media consultant
3. Build your online network
A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following:
• Professional Networkinghttp://www.linkedin.com
• Social Networkinghttp://www.facebook.com
@arengrimshaw | social media consultant
3. Build your online network
• Connect with your existing contacts first• Add new connections to your network as you
meet them• Don’t push your sales message at your
contacts• Don’t rush to speak, listen first• Encourage debate among your network
@arengrimshaw | social media consultant
4. Set up your corporate accounts
• Choose the right type of account• Make it clear what people should expect• Encourage regular interaction• Avoid spamming
@arengrimshaw | social media consultant
Facebook Groups, Pages & Profiles
• Profiles = Individuals– Your connections are known as ‘Friends’
• Pages = Businesses and Organisations– Individuals ‘Like’ your Page (Your organisation)– Administered by an individual(s) Profile (private)
• Groups = ‘Communities’ – Individuals ‘Join’ your Group– Administered by an individual(s) Profile (public)
@arengrimshaw | social media consultant
Facebook Help
• Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages
• Facebook Page Setuphttp://www.facebook.com/page
@arengrimshaw | social media consultant
5. Develop a Strategy
When you are ready to start putting resource into your efforts you should set out what you aim to achieve.
Ask yourself:• Where are we now?• Where do we want to go?• How are we going to get there?
@arengrimshaw | social media consultant
Where are you now?
• Collect all your current performance figures (Benchmark)– Website visitors– Number of purchases– Time on site– Mentions on social networks
– http://google.com/analytics
@arengrimshaw | social media consultant
Where do you want to get to?
• Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)
• Decide how you will measure your results – link to your initial benchmark
@arengrimshaw | social media consultant
How are you going to get there?
Aims & Objectives
Resources Available
Community Targets
Approach or Strategy
Technology to be Used
C
A
R
A
T
Remember this...?
@arengrimshaw | social media consultant
More support
There is a wealth of knowledge available on the internet to help with your efforts; however, we recognise that sometimes finding the information you need can be difficult.
In the first instance you should speak to your Business Link adviser for advice and guidance.
www.businesslink.gov.uk
@arengrimshaw | social media consultant
How can I help?
Explaining How…I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams.
Explaining What…Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives.
Explaining Why…This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results.
Doing it…I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.
@arengrimshaw | social media consultant
Getting in touch
Search for “aren grimshaw” on Google
Or
Tel: 01872 273103Mob: 07598 242212
Email: [email protected]: www.arengrimshaw.co.uk