Social media and_business
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This document discusses the importance of social media for businesses. It explains how social media has removed geographical limits and allowed customers to be more involved. Some key points made include: - Social media provides both defensive and offensive marketing opportunities for businesses at a lower cost than traditional methods. - The benefits of social media include lower marketing costs, increased reach, generating new leads, and improving communication. The limitations include needing moderation of user-generated content and managing change internally. - The document provides an overview of major social media tools and offers guidelines for businesses getting started, such as defining objectives, creating engaging content, and measuring results.
Social media and_business
- 1. Social Media and businessByIFG Workshop 2 June 2011Mike Parsons and Mary Rose1
- 2. Aims of SessionBuilds on conclusions from online collaboration session????????????????- Business objectives????????????????- People????????????????- Technology?Explains the importance of social media
- 3. Help you focus on the social media objectives of your business
- 4. Helps you get started????2
- 5. What we will cover??How do networks work??Why does social media matter??Benefits and challenges?The Tools? Getting Started?Questions to ask?Measuring Results?The Future3
- 6. Facebook likened to an eighteenth century coffee house?4
- 7. 'Credit is like a maiden's virtue, once lost it is lost forever' Daniel Defoe,??1727?5
- 8. The square mile a hub of business intelligence and gossip?6
- 9. So how are things different in 2011?Geographical limits removed
- 10. Doesn't need to be ?'real time'
- 13. Real estate has gone digital - LinkedIn, Google etc7
- 14. Origins of Social Media8
- 15. Why does Social Media Matter for BusinessA lovely introduction to why social media matters for business:9
- 16. Why Social Media MattersWhat's happening in principle??Media and businesses no longer control the agendawho does?the consumer?the dangers???10
- 17. Why Social Media MattersStage 1-?consumers to do things for themselves- create news?-buy/sell products to others?-customers do own admin?eg online purchases - products/airline/?Stage 2in doing all this businesses or consumers?can act to engage by creating community?11
- 18. Why ?Social Media MattersKey reasons:Defensive and Offensive : Rules of Game have changed?Without Social Media expertise you are at riskRules of the marketing game have changed?New lower cost marketing strategy than print advertising and PR??Important for B2C and B2B12
- 19. Benefits of Social MediaCost effective
- 20. Reach a wider audience
- 23. Increase traffic to your website
- 25. Improve communication and collaboration
- 26. Build loyalty
- 27. Ability to respond/defend when problems13
- 28. Limitations of Social MediaUser-generated content by customers requires moderation
- 29. Security and privacy issues
- 30. Difficult to reach critical mass
- 31. Managing change internally and externally
- 32. Brand exposure & transparency: both positive and negative comments egTripAdvisor, Amazon
- 33. Time and cost of implementation & maintenance
- 34. Need to be used carefully and strategically14
- 35. Social Media - the big 4?? ?with employees?with customers?with suppliers?15
- 38. Getting Started with Social MediaQuestions to ask before you start with social media :What is needed and what is possible?PeopleObjectivesStrategiesTechnology???18
- 39. Behind POSTPeople ?:?Who are your customers? How do they engage??What excites them?What are they saying about your company, sector, product area?19
- 40. People : what are they saying?Social Media Monitoring Toolseg :?http://www.icerocket.com?http://www.socialmention.comList for reference?http://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed/20
- 41. Behind POSTObjectives :?What do you hope to gain for your business? - eg Marketing? Customer interaction? Customer innovation?21
- 42. Behind POSTStrategy How do you want relations with cusomers/employees to change?22
- 43. Behind POSTTechnology?What tools are right for the job?23
- 45. Content strategy
- 46. Right Social Media Mix
- 47. Be Human, Honest & Authentic
- 48. Educate, Entertain & Enlighten (3Es)
- 49. Give & Take
- 51. Passion, Enthusiasm & Commitment
- 52. Acknowledge & Reward Participation24
- 53. What to avoidTrying to be Everywhere
- 54. Talking to Everyone about Everything
- 55. Trying to Please Everyone
- 56. Too Many Inactive Users
- 58. Hiding Behind Your Brand
- 59. Being Too Loud
- 60. Not listening to your audience
- 61. Forgetting to reward participation25
- 62. Steps towards getting started?Define plan and objectivesInvolve employeesGet closer to customersThink like a journalist and publisherCreate a community?Measure what is most important26
- 64. Future DevelopmentsThink mobile !2D Barcodes?Mountain Riders use 2D28
- 65. 29
- 66. Questions for Group Discussion (1)1. Which social media tools do you use and how?? ? a) Personally? ? b) In your business2. What challenges do you see in adopting social media for your business?2. What are your aims in adopting social media?3. Who are your customers and how do they use social media??Discuss in groups.
- 67. Summarise on flip chart
- 68. One person from each group act feedback to whole course.30
- 69. 31
- 70. From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft InterviewIdentify :1 Good practice2 Challenges3 Ideas for your business?Write on Post Its and put on Flip chart for each case studyAfternoon discussion/feedback session1 Group to summarisefindings from flipchart nearest your table2. One person from each table to feedback to whole course32
- 71. OMM case study?event of 2008?Seathwaite, Borrowdale, Cumbria ??33
- 72. The businessan eventfounded 1968?2 day mountain marathonfor teams of 2 carrying all equipment and food for days days unsupported?overnight camp with c1200 tents. no support other than water.? ???product design?development?manufacturingsales?packs and clothing?lightweight and suited for adventure racing events?34
- 74. Event?event merchandise?tees?sweats?etc?a high kudos event?a status symbolcar stickers ??3,000 competitors?was first UK event to be reported on website during period of event?forum?communityequipment used over weekend more value than?London?marathon (40,000 runners)??36
- 75. 2008 Seathwaite Borrodale?Storm hit 2 days prior and cleared through?forecast was second storm Saturday?sunshine by Sunday afternoon - prize giving. ?second storm extremely violent with sever floodingHonister quarry?Press call?Dunkirk spirit?Mark Weir?morgue for 1700 people ? ??37
- 76. Telecoms in Borrowdale?very very basicwhy? ??38
- 77. PRESS reactions?TV got into overnight camp?deluge of calls from 7am ??my press man arrived back through floods?mike - you have ............BBC?lets check facts before we go liveno one dead I hopehow many injured?one reporter to boss?I cannot find not a single person willing to slag off the organisers. ? ??39
- 78. Results by Monday am?3,000 articles?around?teh world from China - NZ - SAand Fox news USA?all 7 nat dailies in UK carried at least 1 page usually 2?barrage of requests for interviews ???40
- 79. Interviews?25 interviews over 5 days?radio TV etc ??issues raised and why?police attitudes?41
- 80. ???42
- 81. Wiggly Wigglers Case Study : Business to ConsumerWiggly Wigglers 2008 Dell Small Business AwardCustomer Catalogue development using wikiPodcasts and blogsFacebook pageWhy Heather Gorringe uses Social Media?80% saving on advertising budget ?43
- 82. ???44
- 83. From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft InterviewIdentify :1 Good practice2 Challenges3 Ideas for your business?Write on Post Its and put on Flip chart for each case studyAfternoon discussion/feedback session1 Group to summarisefindings from flipchart nearest your table2. One person from each table to feedback to whole course45
- 84. Some questions to take away (2)?1How? do? you? communicate? with? your??customers??How?could?it?be?improved??2. ?Do? you? collaborate? and? seek? feedback??from?your?customers??3. ?What do your customers value most about your company? How might this be addressed using social media?4. ?What?are?your?competitors¡¯?social?media??strategies??46