Social Media for Business
Social Media Taster Webinar
August 2009
Aren Grimshaw
• Traditional marketing and media background
• Works with SMEs to get the most from their marketing
• Organiser of Cornwall Twestival and lead organiser of Cornwall Twestival Local
• Co-Founder of Cornwall Social Media Café
• Marketing Director at Tonick Media, publisher of Business Cornwall
• Working with a range of companies to help them get the most from their Social Media activities
Overview
• What is Social Media?• Why now?• The Technology• Who’s using it?• How are they using it?• Social Media in Action: Examples • Planning your approach • The Challenges• Getting Started• Further Reading
“Social Media is media designed to be
disseminated through social interaction, created using highly accessible and scalable publishing techniques.”
Wikipedia
What is Social Media?
A Definition
What is Social Media?
The Key Aspects
Sociology + Technology
Many to Many
Conversational
Shared Meaning
Community
Authentic
Real-Time
UGC / CGM
Why Now?
Generation Y
Computing Power
Broadband
Home Computers
Mobile Power
Blogs
Social Networks
Live Casting
Forums
File / Doc Sharing
Social Bookmarks
Wiki Sites
Virtual Worlds
The Technology
Podcasting Instant Messaging
The Technology
What do you use?
What Social Media platforms
are you already using in your business?
Add your answer to the chat window
on the right of your screen. >>>
SMEs / SMBs
The Media
Politicians
Not for Profits
Corporations
Governments
Lobbyists
Individuals
Who is using it?
Who is using it?
Some Statistics
• Facebook has more than 250m active users• More than 120m FB users log on every day• 8m+ FB users become fans of Pages every day• 77% of active internet users read blogs• 133m+ blogs indexed by Technorati• Time spent on Twitter has soared 3,702% YoY• LinkedIn gains 1 new user per second• Executives from all Fortune 500 companies on LinkedIn• 10 hours of video uploaded to YouTube every minute
Who is using it?
Some Demographics
• Highest indexing age groups on Facebook are those 25-34 (27%) and 35-49 (23%)
• Fastest growing user group on Facebook is 35+• The average age of a Twitter user is 31• The average age of a MySpace user is 27• The average age of a LinkedIn user is 41• The average earnings of a LinkedIn user is $109k• 46% of LinkedIn users are Decision Makers• ABC1s are more likely to have a Facebook profile • C2DEs are more likely to have MySpace profile
Research
Marketing
Customer Service
Collaboration
Engagement
Sales
SEO
Public Relations
How are they using it?
How are you using it?
How are you using
Social Media in your business?
Add your answer to the chat window
on the right of your screen. >>>
Social Media in Action: Goldcorp Inc.
• “Goldcorp Challenge” launched March 2000
• Prize of $575,000 on offer
• Published 400mb of information
• Over 1,000 people from more than 50 countries took part
• Identified 110 targets (50% previously unidentified)
• Over 80% of targets yielded substantial quantities of gold
• Took company from underperforming $100m to $9bn
Source: Wikinomics
Social Media in Action: Dell
• Over 600,000 Twitter followers
• Used to message out coupons, clearance events and new arrival information to those looking for Dell technology at a discounted price
• Over $3m sales attributed to Twitter($2m Dell outlet sales / over $1m in other Dell.com purchases.)
Social Media in Action: Business Cornwall
• Niche magazine and community website
• Aimed at businesses in Cornwall, UK
• 4,300+ printed magazine subscribers
• 7,000+ web visits
• Presence on key social networks
• Content shared on other platforms
• Easy to share content
Planning your approach
10 Steps
1. Set up Alerts
2. Research your community
3. Define Clear Objectives
4. Identify your Strategy
5. Link to Technology
6. Set Clear Guidelines
7. Implement
8. Monitor
9. Review
10. Adapt Accordingly
Noise
Lack of Control
Time
Over-Stretching
Fragmentation
Measurement
Etiquette
Flux
The Challenges
Getting Started
• Find your existing connections first
• Ensure alerts and analytics are working
• Listen to conversations first
• Engage in conversations / Engage with complaints
• Test, Monitor, Review and Tweak approaches
• ‘Content is king’
• Be ethical in your actions / respect etiquette
• Keep it relevant to your audience
• Be clear in your objectives
• Don’t overstretch
Thank you for listening
www.tonickmedia.com
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