Social Media for Business

Social Media Taster Webinar

August 2009

Aren Grimshaw

• Traditional marketing and media background

• Works with SMEs to get the most from their marketing

• Organiser of Cornwall Twestival and lead organiser of Cornwall Twestival Local

• Co-Founder of Cornwall Social Media Café

• Marketing Director at Tonick Media, publisher of Business Cornwall

• Working with a range of companies to help them get the most from their Social Media activities

Overview

• What is Social Media?• Why now?• The Technology• Who’s using it?• How are they using it?• Social Media in Action: Examples • Planning your approach • The Challenges• Getting Started• Further Reading

“Social Media is media designed to be

disseminated through social interaction, created using highly accessible and scalable publishing techniques.”

Wikipedia

What is Social Media?

A Definition

What is Social Media?

The Key Aspects

Sociology + Technology

Many to Many

Conversational

Shared Meaning

Community

Authentic

Real-Time

UGC / CGM

Why Now?

Generation Y

Computing Power

Broadband

Home Computers

Mobile Power

Blogs

Social Networks

Live Casting

Forums

File / Doc Sharing

Social Bookmarks

Wiki Sites

Virtual Worlds

The Technology

Podcasting Instant Messaging

The Technology

What do you use?

What Social Media platforms

are you already using in your business?

Add your answer to the chat window

on the right of your screen. >>>

SMEs / SMBs

The Media

Politicians

Not for Profits

Corporations

Governments

Lobbyists

Individuals

Who is using it?

Who is using it?

Some Statistics

• Facebook has more than 250m active users• More than 120m FB users log on every day• 8m+ FB users become fans of Pages every day• 77% of active internet users read blogs• 133m+ blogs indexed by Technorati• Time spent on Twitter has soared 3,702% YoY• LinkedIn gains 1 new user per second• Executives from all Fortune 500 companies on LinkedIn• 10 hours of video uploaded to YouTube every minute

Who is using it?

Some Demographics

• Highest indexing age groups on Facebook are those 25-34 (27%) and 35-49 (23%)

• Fastest growing user group on Facebook is 35+• The average age of a Twitter user is 31• The average age of a MySpace user is 27• The average age of a LinkedIn user is 41• The average earnings of a LinkedIn user is $109k• 46% of LinkedIn users are Decision Makers• ABC1s are more likely to have a Facebook profile • C2DEs are more likely to have MySpace profile

Research

Marketing

Customer Service

Collaboration

Engagement

Sales

SEO

Public Relations

How are they using it?

How are you using it?

How are you using

Social Media in your business?

Add your answer to the chat window

on the right of your screen. >>>

Social Media in Action: Goldcorp Inc.

• “Goldcorp Challenge” launched March 2000

• Prize of $575,000 on offer

• Published 400mb of information

• Over 1,000 people from more than 50 countries took part

• Identified 110 targets (50% previously unidentified)

• Over 80% of targets yielded substantial quantities of gold

• Took company from underperforming $100m to $9bn

Source: Wikinomics

Social Media in Action: Dell

• Over 600,000 Twitter followers

• Used to message out coupons, clearance events and new arrival information to those looking for Dell technology at a discounted price

• Over $3m sales attributed to Twitter($2m Dell outlet sales / over $1m in other Dell.com purchases.)

Social Media in Action: Business Cornwall

• Niche magazine and community website

• Aimed at businesses in Cornwall, UK

• 4,300+ printed magazine subscribers

• 7,000+ web visits

• Presence on key social networks

• Content shared on other platforms

• Easy to share content

Planning your approach

10 Steps

1. Set up Alerts

2. Research your community

3. Define Clear Objectives

4. Identify your Strategy

5. Link to Technology

6. Set Clear Guidelines

7. Implement

8. Monitor

9. Review

10. Adapt Accordingly

Noise

Lack of Control

Time

Over-Stretching

Fragmentation

Measurement

Etiquette

Flux

The Challenges

Getting Started

• Find your existing connections first

• Ensure alerts and analytics are working

• Listen to conversations first

• Engage in conversations / Engage with complaints

• Test, Monitor, Review and Tweak approaches

• ‘Content is king’

• Be ethical in your actions / respect etiquette

• Keep it relevant to your audience

• Be clear in your objectives

• Don’t overstretch

Thank you for listening

www.tonickmedia.com