Go-Social ManchesterBootcamp

Sponsored by

What is Go-Social?• A dynamic online community of 1,400 business

people• A series of innovative networking and training events• Cutting edge use of social media • It’s fun, interesting and safe to be a member • Our goal is to help businesses gain a competitive

advantage through social media marketing• Crowdsourcing leading edge social media marketing

advice, practical support and innovative ideas

Goals for Today• To provide ideas and motivation

• Access to inspiring examples from major brands, charities, B2B & B2C, and smaller local champions that are doing remarkable things

• To have a conversation and to keep that conversation going

• For you to commit to improvements • Live Blogging - #GoSocialUK

Why Go-Social• Something fundamentally wrong with the way we are

selling and marketing today• Bombarded with marketing messages, TV ads,

newspaper ads, websites, Tweets • We are learning to filter all that doesn’t engage• We are becoming immune to interruptions• Advertising is failing (cigarettes) cold calling is failing

(fishing stocks) • Social media is the dotcom boom: we overestimated the

instant change & underestimated the 10 year trend

Four Trust Drivers• Historical Trust – testimonials – client lists – LinkedIn recommendations –

previous dealings – brand reputation

• Capability Trust – case studies – expert blogs - qualifications – memberships – awards - ROI

• Interpersonal Trust - professionalism – ask thought provoking questions – rapport – attire – humour

• Social Trust – do you engage via social media – do you look approachable – positive ORM - opportunities to engage and network – Meshworks?

• These are the strategic foundations – it’s not about the tools!

The Buying Process

Becoming Aware

Looking for solutions / responses

Understanding the problem

EvaluatingSuppliers

Comparing prices

Blissfully Unaware

Disappointment 10%

20% 50%

75%

60%

90%

Integrated Business Development

Social Media Marketing

MarketingSales

Cold Calling

TargetsPipeline

Sales Teams

Sales meetings

Tenders

PitchesNetworking

Websites

Design

Advertising

Brochures

PR

Events

Conferences

Brand

Exhibitions

Twitter

You-Tube

Facebook

BlogsLinkedIn

Ning

Opportunity

?Threat

Our survey said…We surveyed 551 UK companies and found out the following:• 63% fully committed to using Social Media as a marketing tool• 30% using but looking to increase usage • Only 7% had no plans to use Social Media this year

• 86% looking to increase their Social Media Marketing budget this year• No companies reported plans to cut investment

• Key commercial benefits looked for were: – brand awareness – better customer relationships – increased web traffic– lead generation – expert positioning

Our survey said…• The tools they use

– 22% use LinkedIn (23) – 22% use Twitter (19)– 20% are on Facebook (22) – 13% have Blogs (13)– 10% use YouTube (15)– Flickr less than 1%

• Biggest barrier is a lack of time - 27%• No strategy 17% / Skills and Knowledge 14%• Lack of CEO buy-in 11% • Only 50% monitor social media brand mentions

Our survey said…• 66% are thinking of contracting an outside agency

to advise on social media– 25% Social media marketing agency– 16% Digital marketing agency– PR firm with specialist division 9%– Web firm with SM division 8.4%– Advertising agency 7.2%– Business Development consultant 1.2%

• Marketing department 45% / CEO 30%• 87% expect business to grow next 12 months • 10% of non-engaged companies expect business to grow

Predictions• Sharing knowledge – pay it forward• Showing a genuine interest in others• Conversation – being remarkable• Increased influence – deeper and wider• Different tools for different pools• Some of the best work will be low budget• Integration is the big challenge• It takes less time than you think!