Welcome to social media for business management

Nottingham6th November 2010

Susi O’Neilldigital consultant

About me

o DIGITAL STRATEGISTo MEDIA INDUSTRYo COMMUNITY MEDIAo MUSICIAN

Introduction to social media for business management

1. What is social media?2. Social media for engagement3. Personal branding and online networking4. Social media for recruitment5. Using social media to influence

Introduction to social media for business management

1. What is social media?

SOCIAL MEDIA

Why use social media?

Don Tapscott, Corporate Behaviour

Author of Wikinomics, video on YouTube

How is it working for you?

What is social media?

Defining social media

Using web tools to transform

1-to-1 to 1-to-many

conversations

Links with...

User-generated content (UGC)

Links with...

Web 2.0 (software for sharing)

...or as Tim Berners-Lee calls it

...or as Tim Berners-Lee calls it

“a piece of jargon”

Yesterday’s social media technologies

Today’s social media technologies

Today’s social media applications

Types of social media: blogs Over 1.4 million new blog posts every day

22 of 100 most popular websites are blogs

51% of blog readers shop online

Types of social media: social networks Facebook 4th most populous nation with 350m users & 700,000 business pages LinkedIn: 50m users Used by 2/3 people in world 4th most popular online activity (more than email) Time online growing at 3x rate of other activities

Types of social media: sharing media13 hours of footage uploaded to YouTube every second

100M YouTube videos viewed daily

50 billion photos on top 5 photo sharing sites

3M photos uploaded daily to Flickr

Types of social media: micro-blogging

Real-time status updates now appear as Google search results

3M Tweets per day on Twitter

1.2M people ‘follow’ @stephenfry

Changing the game

“When we change how we communicate, we

change society.”

Clay Shirky, Here Comes Everybody

“Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money”

(gmarketing.com)

Social media: a new name for an old thing

Old media: lean back

New media – lean forward

Old media: New media

From direct to personalised marketing

David Wilcox, The Social Reporter

Social media is conversational

“Markets are conversations. When you think of the internet, think of a table for two.”

The Cluetrain Manifesto

Introduction to social media for business management

1. What is social media?2. Social media for engagement

The social media shamrock

Marketing Engagement

Research

Types of e-marketing1. Transactional

E-CommerceDirect marketing

2. Promotional Online contentViral marketingEmail marketingBrand sponsored media

3. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content

Types of e-marketing1. Transactional

E-CommerceDirect marketing

2. Promotional Online contentViral marketingEmail marketingBrand sponsored media

3. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content

SocialMedia

The seven roads of social media1. Generate new work2. Customer service3. Improve customer retention4. Increase your knowledge5. Align with your competitors6. Establish authority as an expert7. Do business more productively

PCM Creative www.pcmcreative.co.uk

How does social media marketing work?

Savants

Enthusiasts

Casuals

Lurkers

100 passionate users

1000 true fans

Social media speeds up the sales funnel

Digital engagement: Johnson & Johnson

Digital engagement: Hungry Pumpkin

Your customers are talking about you

So help them out

Social media tools for PAs

RSS

Social media tools for PAs

RSSBookmarking

(Digg, Delicious)

Social media tools for PAs

RSSBookmarking

(Digg, Delicious)

Google alerts

Social media tools for PAs

RSSBookmarking

(Digg, Delicious)

Google alerts

Introduction to social media for business management

1. What is social media?2. Social media for engagement3. Personal branding and online networking

Personal branding makes you distinctive

Three laws of personal branding

Authenticity: Be yourself, replicas aren’t valuable. Define your brand before someone else does for you.

Transparency: It’s better to be straightforward and honest, then lie, and have your actions work against you.

Visibility: If you aren’t known, you don’t exist.

“Me 2.0” Dan Shawbel personalbrandingbook.com

Social media changes everythingBefore: Now:

Jobs are for life, stay loyal to the company brand

Loyalty is to your professional journey working with organisations

that can support your aims

Only businesses and organisations are visible online, branding is a corporate issue

Everyone is visible online, branding is about the person and

the organisation

Your social graph

Google yourself

Personal branding

Build & invest in your network Own your brand URLs Create a consistent avatar Build an ‘evergreen cache’ Be personal & personable

Memorable avatars

Social networking success strategies

Set your goals – what can you achieve? Seed and share – be an expert Add value – share knowledge & ideas Have fun – be social, make connections Value your time – moderate & measure

When social networking goes wrong

the twitter v FedEx saga

Introduction to social media for business management

1. What is social media?2. Social media for engagement3. Personal branding and online networking4. Social media for recruitment

HR & legal: How much is too much?

What not to do...

Respect boundaries (and employment law)!

Your staff as brand ambassadors

Social media in HR

RSM McGladrey USA Accountants:Corporate blog, CSR blog, YouTube recruitment channel and Facebook group, B2B Twitter

Social media policy

Five core values:

Managing your business social media Putting out a ‘shingle’ obliges you to respond Plan social media strategically, manage responsibly ‘Mow the lawn’ in your spaces Be careful how you monitor employee behaviours Create policies that balance business and personal needs

Introduction to social media for business management

1. What is social media?2. Social media for engagement3. Personal branding and online networking4. Social media for recruitment5. Using social media to influence

Get your boss to blog

Fritz Henderson, CEO, General Motors

...or Twitter

Tony Hsieh, CEO Zappos, @zappos, followers: 1.7Million

Get started yourself1. Start an internal or

external blog (Wordpress.com)

2. Facebook business page

3. LinkedIn profile4. Twitter

Thank you

Contact Me:

susi@digitalconsultant.co.uk

Tel: 07981 222799WTwitter: @susioneillSkype: susi.oneill

web/blog: www.digitalconsultant.co.uk