Social Media: An Introduction for Businesses

@arengrimshaw | social media consultant

Social MediaAn Introduction for BusinessesPresented on behalf of Business Link in the South West

http://www.arengrimshaw.co.uk/


Introduction

These slides are used during a series of presentations provided to small to medium enterprises (SMEs) attending a Business Link workshop on Social Media..

The presentation is intended to give an overview of various aspects of Social Media theory, practice and technology, leading on to more comprehensive training in each area.

You can find details of future events in the south west region by visiting the Business Link website here.

Where possible, links to further resources have been included throughout the presentation.

http://www.businesslink.gov.uk/bdotg/action/event?site=106&r.s=a&r.lc=en&r.li=1081113273


http://www.twitter.com/arengrimshaw

http://uk.linkedin.com/in/areng

http://www.facebook.com/aren.grimshaw

http://www.delicious.com/arengrimshaw


Before we get started… Who Am I?My name is Aren Grimshaw.

I am a Social Media Consultant working with businesses and organisations looking to use platforms such as Facebook, Twitter and blogs to forge closer relationships with their customers.

I have been working in sales, marketing and media roles for over 10 years.

I am co-founder of Cornwall Social Media Cafe, lead organiser behind two Cornwall Twestivals and a UK Regional Coordinator of Twestival UK 2010.

You can connect with me on Facebook, LinkedIn, Twitter or Delicious by clicking on the icons in the footer.

http://cornwallcafe.wordpress.com/

http://cornwall.twestival.com/



http://uk.twestival.com/







Part OneIntroducing Social Media for Business



60% of European Consumers now engage with Social Media on a regular basis

64% of UK Companies say they have experimented with Social Media

However…

http://www.campaignlive.co.uk/news/964382/Viral-View-Social-Technographics-keeping-online-audience/



http://econsultancy.com/reports/social-media-and-online-pr-report

http://econsultancy.com/reports/social-media-and-online-pr-report



This leaves some important questions unanswered…

What is Social Media?

Is it just another fad?

Is anyone making any money?

Where do I start?



What is Social Media?



“Media for social interaction, using highly accessible and scalable publishing techniques.”

Wikipedia Definition - Source: http://en.wikipedia.org/wiki/Social_media

http://en.wikipedia.org/wiki/Social_media



or

“...it’s how people read, discover and shareinformation.”



Social Media Marketing is about using Social Media to engage with online communities to generate exposure, opportunity and sales



The Key Aspects & Terminology

• Web 1.0 > Web 2.0 • Real Time• Viral • Authenticity / Transparency• User Generated Content (UGC)• Consumer Generated Media (CGM)







Putting it in context – Why now?

Technology• Computing Power• Processor Power• Internet Speeds• Digital Cameras• iPods• Smartphones• iPhones / iPads

Society• Generation Y / Net Gens• Out of Town Shopping• E-commerce• Longer Working Hours• Migration & Immigration• Erosion of Community

Centres• The Age of Spin







The Technology









Social Media Platforms

Blogs Social Networks

Wiki Sites

File Sharing Sites

Social BookmarksLive StreamingForums

AggregatorsReview Systems







Take a look at the Conversation Prism...






http://theconversationprism.com/1024/


What is Facebook?

• Launched 2004 • 500m Active Users• 50% of users are between 25-49






http://www.facebook.com/


Latest Statistics

• 50% log on in any given day• 150m+ access via mobile devices

(and are twice as active)• 35m+ users update their status each day• 60m+ status updates posted each day• 30bn+ pieces of content shared per month

Source: http://www.facebook.com/press/info.php?statistics

http://www.facebook.com/press/info.php?statistics








An Average user…

• 130+ Friends• 55 minutes on the site per day• Is connected to 80 pages, groups &events• Adds 25 comments to content each month• Creates 90 pieces of content each month

Source: http://www.facebook.com/press/info.php?statistics

http://www.facebook.com/press/info.php?statistics









Some Statistics

• 77% active internet users read blogs• 133m+ blogs• 55% more traffic






http://www.wordpress.org/

https://www.blogger.com/start

http://posterous.com/

http://www.marcomprofessional.com/people/aren.grimshaw


What is Twitter?

• Social Network• Blogging Platform• Search Engine • Focus Group• News Wire






http://www.twitter.com/


Some Statistics

• 105m registered users• 300k new users sign up per day• 180m unique visitors per month• 600m+ search queries on Twitter per day








An Average user…

• Is 31 • Has 126 Followers• 75% of traffic comes from third-party apps• 37% of active users use their phone to update







Avatar Bio

Web Address

Location

Custom Background


What is LinkedIn?

• ‘Professional Network’• 65m+ members • 150 industries• 200 countries / territories






http://www.linkedin.com/


Some Statistics

• 1 new user per second • £68,000 Average earnings • 46% decision makers







http://www.linkedin.com/in/areng


Developing a Strategy



Aims & Objectives

Resources Available

Community Targets

Approach or Strategy

Technology to be Used

Developing Your Strategy (CARAT)

C

A

R

A

T







Custo

mers

•Common Characteristics

•Demographics

•Technical Ability

•Interests

•Geographic Location

Influencers

• Staff Members

• Family Members

• Journalists

• Bloggers

• Politicians

Part

ners

• Allied Industries

• Other regions

• Suppliers

• Funders Investors

• Competitors

C I P

Identifying your Community







Defining Objectives

• SEO: link building, content factors• Marketing: Promote business, brand awareness• PR: Manage reputation, get news out• Sales: New contact routes, increase purchasing• Engagement: Increase loyalty, foster word of mouth• Research: Identify trends / niches, consultation• Management: Collaboration, knowledge sharing







Allocating Resources

• Time• Money• People• Skills• Business As Usual Activity (BAU)







The Approach



The VCP Rule

Profitability

Visibility Credibility







Reach but no Results(Technology Centred Approach)

Visibility

The VCP Rule







No chance to connect – no results(Content Focused Approach)

Credibility

The VCP Rule







Is anyone making any money?



UKNetWeb Limited

• Small to Medium Enterprise• Based in St.Agnes, Cornwall• 5 Full Time Staff• Primary services:– Web Development (Ecommerce)– Internet Consultancy– Social Media Integration







Social Media Activities

• Blogging & Micro-Blogging• Social Networking• Professional Networking• File-Sharing• Webinars & Other Events



















Results – Web Traffic







Results – Bottom Line

In a 6 month period:• 500% increase in new business enquiries

through social networks• 2/3 of all enquiries through social networks• 100% increase in average order values• Opened up UK & international markets







Results: More Examples

• Dell– $7m Twitter Sales

• Twestival (2010)– SW / Wales Region approx. £20,000 to date– UK £62,000 to date

• Surfers Against Sewage– New members, increased activity







What could you gain?

• Increased brand awareness & credibility• Increased web traffic & website engagement• Higher average order values• More repeat business, increased loyalty• Reach into new markets / existing markets• Insight into customer opinions & opportunities• More sales & increased profitability







Part TwoGetting Started: Your First 5 Steps



Your first 5 steps...

1. Start monitoring2. Improve your current marketing3. Build your online network4. Set up your corporate profiles5. Develop a strategy







“Just because you leave the room, it doesn’t mean that those left behind

aren’t talking about you.“

Even if you decide Social Media isn’t for you, you should set up alerts to inform you of any comments made about your company.

1. Start Monitoring







1. Start Monitoring

Set up your alerts:

• Google Alertshttp://www.google.com/alerts

• Social Mentionhttp://www.socialmention.com

http://www.google.com/alerts

http://www.socialmention.com/







2. Improve your current marketing

• Try ‘Passive Marketing’• “Don’t tell them you’re funny, tell them a joke”• “Get more bang for your buck”







“Get more bang for your buck”

• You’re delivering a presentation to a group of customers. Why not...– Upload the presentation online?– Broadcast the event live over the internet?– Live-blog the event?– Add all the guests as new contacts on online

networks?– Upload photos of the event?







3. Build your online network

A great way to start using Social Media is to start by networking with those you already know. Try out one or both of the following:

• Professional Networkinghttp://www.linkedin.com

• Social Networkinghttp://www.facebook.com









3. Build your online network

• Connect with your existing contacts first• Add new connections to your network as you

meet them• Don’t push your sales message at your

contacts• Don’t rush to speak, listen first• Encourage debate among your network







4. Set up your corporate accounts

• Choose the right type of account• Make it clear what people should expect• Encourage regular interaction• Avoid spamming







Facebook Groups, Pages & Profiles

• Profiles = Individuals– Your connections are known as ‘Friends’

• Pages = Businesses and Organisations– Individuals ‘Like’ your Page (Your organisation)– Administered by an individual(s) Profile (private)

• Groups = ‘Communities’ – Individuals ‘Join’ your Group– Administered by an individual(s) Profile (public)







Facebook Help

• Facebook Pages Guides & Resources http://www.facebook.com/FacebookPages

• Facebook Page Setuphttp://www.facebook.com/page

http://www.facebook.com/FacebookPages

http://www.facebook.com/page







5. Develop a Strategy

When you are ready to start putting resource into your efforts you should set out what you aim to achieve.

Ask yourself:• Where are we now?• Where do we want to go?• How are we going to get there?







Where are you now?

• Collect all your current performance figures (Benchmark)– Website visitors– Number of purchases– Time on site– Mentions on social networks

– http://google.com/analytics

http://google.com/analytics







Where do you want to get to?

• Make your objectives SMART (Specific, Measurable, Achievable, Results Orientated, Timed)

• Decide how you will measure your results – link to your initial benchmark







How are you going to get there?

Aims & Objectives

Resources Available

Community Targets

Approach or Strategy

Technology to be Used

C

A

R

A

T

Remember this...?







Getting more support...



More support

There is a wealth of knowledge available on the internet to help with your efforts; however, we recognise that sometimes finding the information you need can be difficult.

In the first instance you should speak to your Business Link adviser for advice and guidance.

www.businesslink.gov.uk

http://www.businesslink.gov.uk/bdotg/action/home?site=106







How can I help?

Explaining How…I offer a series of training modules in the theory and practical application of Social Media tools and platforms, as well as mentoring and support to individuals or teams.

Explaining What…Traditionally referred to as strategy or consultancy, It comes down to me putting my knowledge to work on your behalf, explaining what you need to do to meet your objectives.

Explaining Why…This may involve a basic appraisal of your activity to date or ongoing monitoring of your activity for results.

Doing it…I can help setup, create and maintain Social Media accounts ready for take over at a later stage, ensuring you get the right technology working for you.







Getting in touch

Search for “aren grimshaw” on Google

Or

Tel: 01872 273103Mob: 07598 242212

Email: [email protected]: www.arengrimshaw.co.uk

mailto:[email protected]





