Gcc Friday 2nd October

Web 2.0/Social Media

‘The times they are a changing’

Dr. Jim Hamill, Alan Stevenson

Department of Marketing, University of Strathclyde

Hamill Associates/ AS Business Solutions

jim.hamill@ukonline.co.uk

ast3v3nson@googlemail.com

October, 2009

Content

Web 2.0/Social Media – overview (JH)

Business use (JH)

2.0 and the public sector (AS)

Conversation (All)

What Is It?

An over hyped ‘buzz’ word or a revolutionary change?

Fundamental, revolutionary change in the way people use the Internet, their online experiences and expectations

From passive recipients of information/brand messages to active contributors (user generated content)

Major impact on all aspects of life – business, education, media, politics, public sector, parenthood, football etc

‘Power to the people’ – Web 2.0 empowers people – empowers customers – empowers the network

What Is It?

Requires new ‘mindsets’ and new approaches - openness, sharing, collaboration, interaction, communities, social/professional networking

Talk WITH rather than AT – two way dialogue and conversations NOT one way broadcasting

Marketing as a ‘conversation with your customers, a conversation with your network’

Requires new performance measures – network quality, relationship strength, leverage – the ‘4Is’

The ‘4Is’

Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Social Media Monitoring Tools –Audit, Assess, Impact

www.mashable.com

Web 2.0

An Overview

» Applications» Features and Characteristics

» Implications

Applications

Social Network Sites

Social Content

Social Bookmarks

Blogs

Wikis

Virtual Realities

RSS Feeds

Podcasts

Social Applications

Twitter

Mash Ups

Mobile Web; Internet Telephony

Characteristics

Communities and Networks

Interactivity

Social Element

Openness

Peering

Hosted Services

Global

Sharing

Empowerment

Mass Collaboration

The Internet as the platform

Impact

Business Intelligence

Customer Interaction

Sales & Marketing

Customer Experience

Customer Insight

Processes and HRM

Mindset

Product Development

Reputation Management

Rich Internet Applications

IT Infrastructure

Business/Marketing 2.0

Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter

Characteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Impact – Wikibusiness

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

For Glasgow Businesses

Business Benefits

Business Impact

The need for new business/marketing models

– Traditional approach:• Product development – Differentiate – Market and

Promote - Sell

– New model based on: • Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

• Engage and energise• ‘Create the Buzz’

Business Benefits

Market Knowledge

Customer Insight and Understanding

Customer Interaction

Enhanced Customer Experience

Business Intelligence

Reputation Management

Business Benefits

Improved Sales and Marketing

Identify and network with high value, high growth prospects

Product Development and R&D e.g. engage and co-create

Internal cost savings

Improved Operations and Internal Processes

Increased ROI

Does It Work?

Aberdeen Research Group – study of the social media practices of 250 organisations– ‘Best in class’ (50)– ‘Industry average (125)– ‘Laggards’ (75)

‘Best in class’ outperformed others in many key areas– Customer satisfaction– Actionable insights delivered– Reduced time to market– Customer insight

Source: Weber, 2009

Does it work?

Web 2.0 in Action

‘Creating the Buzz’

Merchant City Tourism and Marketing Co-op

‘Creating the Buzz’

To build greater brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; Glasgow’s ‘hidden gem’.

Through the development, implementation and on-going management of a proactive social media communications strategy – engage with and energise the MC network of ‘advocates’

Advanced social media monitoring tools will be used to monitor project success

Strategic Objectives

Build brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; the ‘hidden gem’ of Glasgow

Achieve sustained increase in visitor numbers and spend

Build a ‘quality customer base’/ strong network of MC ‘advocates’

  Ensure that the project makes a significant contribution to

the medium-term strategic goals and objectives of the MCMTC, VS Growth Fund, Glasgow City Tourism and the Scottish Executive’s Tourism Framework 

Strategic Objectives

Maximise the net economic impact of Merchant City tourism on Glasgow and Scotland generally

Achieve high ROI from project spend.  Maximise MCMTC marketing effectiveness and marketing

efficiency  Build a strong network of local businesses, tourism

partners and MC residents, working in collaboration to position MC as a ‘must visit’ destination and to achieve sustained growth in visitor numbers and spend

KPIs

Increase the % of visitors to Glasgow with awareness of the Merchant City from 26% (2007) to 50% (2011)

  Increase visitor numbers to the MC from 1.1m (2007) to

1.19m (2011) (project to make a 25% contribution to this)  Increase visitor spend in the MC from £15m ( 2007) to £18m

(2011) (project to make a 25% contribution to this)  Targets will be agreed for the ‘4Is’ i.e. online community

Involvement, Interaction, Intimacy and Influence. These will be the main ‘lead drivers’ contributing to a sustained increase in visitor numbers and spend 

KPIs

To make a significant contribution to achieving the challenging growth targets of the ‘Glasgow Tourism Strategy’ – a minimum 60% increase in Glasgow tourism revenues by 2016 and to the Scottish Executive’s goal of a 50% increase in tourism value.

To achieve a marketing ROI from the project in excess of £8 per pound of Growth Fund spend

  150 local businesses and partners to be actively involved

in the MCMTC Online Business Network by year end 2010   150 local residents to be actively involved in the MCMTC

Online Residents Community by year end 2010

Key Actions and Initiatives

1. ‘Rich Internet Applications’ on the MC web site

2. Set up Web 2.0 channels 

3. Web Site Marketing Strategy (1.0)

4. ‘Creating the Buzz’/ Social Media Engagement Strategy

5. Building Customer Insight, Knowledge and Understanding - develop actionable customer insights

Key Actions and Initiatives

6. Offline Media Advertising

7. Partnership Working and Collaboration

8. Residents

9. Project Monitoring and Evaluation

10. Project Management and Consultancy

Bob Dylan

Come gather 'round peopleWherever you roamAnd don’t criticise

What you can't understandYour sons and your daughters

Are beyond your commandYour old road is

Rapidly agin‘Then you better start swimmin’

Or you'll sink like a stoneFor the times they are a-changin’

Glasgow City Council

Senior Management Team

Alan Stevenson

– 69% of the UK’s Internet population visited a social network or blogging site in 2008

– 1 in every 11 minutes online is spent by individuals on social networks or blogs

– 14% of mobile subscribers access the Internet. 1.96m UK people have accessed a social network through their phone

– Twitter now reaches 10.7% of all active Internet users (first half of 2009)

– The greatest growth for Facebook between 2007 and 2008 has

come from people aged 35-49 years of age (+24.1 million)

– Over 10,000 Open Source projects now exist worldwide e.g. Linux, OpenOffice.org, Lucene Search

Produced By http://www.wordle.net/

Thank You