Upload
jenni-lloyd
View
587
Download
1
Tags:
Embed Size (px)
DESCRIPTION
an introduction to social media marketing delivered at the Fresh Business Thinking event 'Hit Me! An Introduction to Internet Marketing' by Jenni Lloyd of NixonMcInnes, the UK's largest social media agencyhttp://is.gd/1qbTv
Citation preview
social mediafor small businesses
jenni lloyd
hope you enjoyed lunch…
hello!
i’m a consultant with social media agency nixonmcinnesone of the UK’s largest dedicated teams of social media specialists
I’m Jenni Lloyd
hands up who…
is on Facebook?
uses social media?
knows what social media is?
is on LinkedIn?
is on Twitter?
but these things are just tools
if they don’t last the course will social media then be ‘finished’?
the tools are a product. of fundamental, long-lasting change
No.
brought about by cheap, easy, mass access to a global publishing platform
we’re seeing a fundamental shift
from a time when we saw our websites as a destination
where we could present ourselves how we wanted
to a recognition that our customers are playing elsewhere
if we want to talk to them we need to be where the conversation is
we need to be useful
and we need to be wherever they want us to be
what does this mean?
anyone can have a voice
individual experts can build up global influence without the mediation of publishers
ex-employees with insider knowledge can expose uncomfortable facts
how should you respond?
cease and desist doesn’t work in this environment
groups of people can quickly organise themselves: for, or against
Source: eBay.com; Amazon.com
customer opinions about products & services are freely available
average rating = 4.3authentic ratings increase conversion ratesreturns rate goes down
hands up…
if you’ve ever used Trip Advisor or read a review on Amazon?
welcome to the world of empowered consumers
how can we capture their attention?
buy it?
Jan 2008, BIGResearch
Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity:
1. eating
2. doing housework
3. doing laundry
4. cooking
5. talking on the phone
mobile text ads scored 18%
banner ads 26%
search 34%
TV and magazines 56%
word of mouth 78%
DoubleClick, via The Guardian, May 2008
earn it!
5 tips to get you started
who are they?
where are they online?
what are they doing?
what tools are they likely to use?
know your audience
find out who’s saying what about you
set up Google alerts
use addictomatic / twitter search
listen
what is it you’re trying to achieve…
know your objectives
to listen and understand?
to engage in conversations?
to generate buzz?
to encourage participation?
offer value
be authentic, transparent and helpful
link to those that disagree
disclose your position/interests
match your message to the environment -these are social spaces…
follow the rules of engagement
a facebook fan page?
a blog?
ratings and reviews on your site?
twitter?
choose the right tools
an island in second life?
use what’s right for your audience and objectives, not the big new thing
a few examples of how we’ve been applying this approach
we helped T-Mobile get the über geeks on board for the launch of the first Google phone
network mapping & influencer engagement
we are helping Chelsea FC find out where their global fan-base congregate online so they can market to them more effectively
network mapping & community engagement
we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets
strategy and widget design, build & deployment
we helped C4’s PR team more effectively promote programmes to niche audiences through social media training
training & consultancy
we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about
consultancy, design & build
finally...
we can all learn from this man
widgets
blog
you tube
podcasts
hands up who…
wants to be more social now?
I’ll get my coat!
any questions?
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes
get in touch
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes
some must reads…
The 17 Rules of Social Media Optimization
The New PR Wiki
Any online marketing blog (Seth Godin = v.good)
The Cluetrain Manifesto by various
The Long Tail by Chris Anderson
The Wisdom of Crowds by James Surowiecki
Tipping Point by Malcolm Gladwell
Anything by Seth Godin
Image credits
hands up 1http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/shifthttp://flickr.com/photos/sanbeiji/220645446/sizes/l/disneylandhttp://www.flickr.com/photos/denn/160596269/sizes/l/playing elsewherehttp://flickr.com/photos/mugley/2227098069/sizes/o/conversationhttp://flickr.com/photos/emdot/32179191/sizes/l/toolshttp://flickr.com/photos/22280677@N07/2504310138/wonderwomanhttp://flickr.com/photos/bbaltimore/10566018/sizes/o/