How to think about using social media for your small business
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Your company’s social media opportunity Shawn Roberts May 20, 2009
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This is NOT "How To Use Twitter." Rather it provides a framework for thinking about how social media and its tools can benefit your business to reach customers and your industry community.
Transcript of How to think about using social media for your small business
Your company’s social media opportunity
Shawn RobertsMay 20, 2009
Human attention is at an all time premium
One-way marketing is over
Affinity is everywhere
Everyone is part of the transformation
The new elements of marketing
Relevance Resonance
Context Meaning
Every company is a media company
Great Media Products
DistributionRelevant, unique content
Trust
The Opportunity
Tell & own the story of your company, products or industry
Enable relationships and communityBuild brand equity in new ways
Extend the shelf life of your contentGet more search traffic
Attract like-minded professionalsBe seen as a go-to expert
Provide ongoing product support
The Power of Thought Leadership
Source: The Society for New Communications Research
TraditionalTraditional
Social Media Peer GroupsSocial Media Peer Groups
‘Social Media’ is more than a set of tools
The reason social media is so difficult for most organizations:
IT’S A PROCESS, NOT AN EVENT– Seth Godin
Strong relationships require constant, continuous communication
Bewildering Options
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Social Technographics classifies people according
to how they use social technologies.
Forrester quantifies the number of online consumers within these groups using its consumer surveys.
The Social Technographics™ Ladder
This slide contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish their own Web pagesUpload video theycreated Upload audio/music theycreatedWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Taken together, these groups in some combination comprise your company’s unique ecosystem.
By examining how they are represented in any subgroup, your can determine which sorts of strategies make sense to reach your customers.
The Social Technographics ™ Ladder
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
The people you used to know
The people you know now (and the people they know)
The people you would like to know
Today’s Big Three
What You Can Do Right Now
• The Bare Minimum– Create a member profile that directs
traffic back to your company’s website– Post relevant company events and jobs– Share newsworthy articles and videos
• Next Steps– Participate in industry groups on LinkedIn– Form and moderate groups– Advertise using banner or tower ads– Blog
Business Models
Customer Support
Recruitment Research & Development
IT Infrastructure
Skills Base & Management
Advertising & Marketing
Six Common Misperceptions
• It’s free• You can make a big
splash in a short time
• If you do something interesting, it will be found
• You can’t measure results
• Anybody can do it• You can do it all
in-house
B2P Marketing
CongruentAppropriateValuableShareableContinuous
Thank you!
