Women in Media Breakfast 21.01.10 - Building Your Network by Jenni Lloyd
Social Media For Small Business_By Jenni Lloyd, NixonMcInnes
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Transcript of Social Media For Small Business_By Jenni Lloyd, NixonMcInnes
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social mediafor small businesses
jenni lloyd
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i’m a consultant with social media agency nixonmcinnesone of the UK’s largest dedicated teams of social media specialists
hello! I’m Jenni Lloyd
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we help create authentic, powerful, and long lasting unions between people and brands.
we call it social media goodness.
we do this through digital media today.
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we design and build social solutions
we provide strategic consultancy
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hands up who…
is on Facebook?
uses social media?
knows what social media is?
is on LinkedIn?
is on Twitter?
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but these things are just tools
if they don’t last the course will social media then be ‘finished’?
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the tools are a product. of fundamental, long-lasting change
No.
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brought about by cheap, easy, mass access to a global publishing platform
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we’re seeing a fundamental shift
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from a time when we saw our websites as a destination
‘build it and they will come’
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to a recognition that our customers are playing elsewhere
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if we want to talk to them we need to be where the conversation is
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we need to be useful
and we need to be wherever they want us to be
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what does this mean?
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anyone can have a voice
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individual experts can build up global influence without the mediation of publishers
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ex-employees with insider knowledge can expose uncomfortable facts
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cease and desist doesn’t work in this environment
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groups of people can quickly organise themselves: for, or against
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Source: eBay.com; Amazon.com
customer opinions about products & services are freely available
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hands up…
if you’ve ever used Trip Advisor or read a review on Amazon?
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a landscape of empowered consumers
how can we capture their attention?
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buy it?
Jan 2008, BIGResearch
Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity:
1. eating
2. doing housework
3. doing laundry
4. cooking
5. talking on the phone
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mobile text ads scored 18%
banner ads 26%
search 34%
TV and magazines 56%
word of mouth 78%
DoubleClick, via The Guardian, May 2008
earn it!
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5 tips to get you started
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who are they?
where are they online?
what are they doing?
what tools are they likely to use?
know your audience
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find out who’s saying what about you
set up Google alerts
use addictomatic / twitter search
listen
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what is it you’re trying to achieve…
know your objectives
to listen and understand?
to engage in conversations?
to generate buzz?
to encourage participation?
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offer value
be authentic, transparent and helpful
link to those that disagree
disclose your position/interests
match your message to the environment -these are social spaces…
follow the rules of engagement
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a facebook fan page?
a blog?
ratings and reviews on your site?
twitter?
choose the right tools
an island in second life?
use what’s right for your audience and objectives, not the big new thing
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a few examples of how we’ve been applying this approach
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we helped T-Mobile get the über geeks on board for the launch of the first Google phone
network mapping & influencer engagement
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we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets
strategy and widget design, build & deployment
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we helped C4’s PR team more effectively promote programmes to niche audiences through social media training
training & consultancy
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we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about
consultancy, design & build
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hands up who…
knows what social media is now?
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I’ll get my coat!
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any questions?
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes
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get in touch
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes
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some must reads…
The 17 Rules of Social Media Optimization
The New PR Wiki
Any online marketing blog (Seth Godin = v.good)
The Cluetrain Manifesto by various
The Long Tail by Chris Anderson
The Wisdom of Crowds by James Surowiecki
Tipping Point by Malcolm Gladwell
Anything by Seth Godin
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Image credits
hands up 1http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/shifthttp://flickr.com/photos/sanbeiji/220645446/sizes/l/disneylandhttp://www.flickr.com/photos/denn/160596269/sizes/l/playing elsewherehttp://flickr.com/photos/mugley/2227098069/sizes/o/conversationhttp://flickr.com/photos/emdot/32179191/sizes/l/toolshttp://flickr.com/photos/22280677@N07/2504310138/wonderwomanhttp://flickr.com/photos/bbaltimore/10566018/sizes/o/