Trainleaders August2010

Creating collaborative conversations…

trainleaders

Form, Follow or Fear the Future


Agenda• What how and who.........Old world

order• Inverted social capital• New world order• Value and RoI• Free tools – how to be found• Automation• What is your strategy?• Problem Solving• Questions and conclusion


Who Is Ivor Kellock?Financial Services 24 years

Social Media 4 years

Interviewed on BBC News 8pm Sat night

Various TV shows

Numerous Radio Shows – local and national

National Press

Professional Bodies - speaker/comtributor

LSP member/Herts Chamber coordinator

Lobbying APPGCC

Deliver training for Business Link


What is social media?

• Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site.www.capilanou.ca/help/active-cms/glossary.html

• Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, LinkedIn, Facebook, Twitter etc)www.bottlepr.co.uk/glossary.html

• Actually it's what YOU think it is.........................

http://www.google.co.uk/url?ei=JHKyS6LkDIL80wTT-ZW2BA&sig2=ZLhXkDEI5hylFMF5BCubIw&q=http://www.capilanou.ca/help/active-cms/glossary.html&ei=JHKyS6LkDIL80wTT-ZW2BA&sa=X&oi=define&ct=&cd=1&ved=0CBQQpAMoBQ&usg=AFQjCNHC6is6OMUMByGqLowybzc5LDWotQ

http://www.google.co.uk/url?ei=JHKyS6LkDIL80wTT-ZW2BA&sig2=KSAHBSpZBLkKTvtiq0X48Q&q=http://www.bottlepr.co.uk/glossary.html&ei=JHKyS6LkDIL80wTT-ZW2BA&sa=X&oi=define&ct=&cd=1&ved=0CBUQpAMoBg&usg=AFQjCNGdydYtDf-su8d_qxMqJWeozSio3g


What is Social Media

A TV programme Advert Magazine Newspaper Radio show

Direct mail

PR

All rolled into one........


Common themes

• User-generated content UGC• Video, audio, text or multimedia• Sharing & discussion• Opinions insights experiences perspectives

• Critical learning point – content MUST add immediate value


Did You Know?file:///D:/SocialMedia/Presentations/OldPresentations/DidYouKnow3/jpegs/1.jpg

http://www.trainleaders.co.uk/


Old world New world orderSumerian Tablet Walking upright

Papyrus Paths

Gutenberg Press Wheel

Telegraph Roads

Telephone Carts

Radio Carriage

Computer Train

TV Car

Radar Lorry

Satellites Plane

WWW Satellite

Mobile Space

Erotic texts were writtenfor 200 years beforescientific journals.........

Fear or

EmbraceTechnology?


Old World Order

• How to get your message to market?

• Advertising – Print Radio TV Internet

• PR Word of mouth Networking Direct Mail

• All require huge sums of capital & expertise – barriers to entry

• We trust a few large organisations

• BBC ITV Telegraph Independent


Old World New World Order• TV favoured as most powerful – yet likely most

expensive and most difficult to measure results..........

• You can now have a 2 minute video created for £200! Spread globally............

• In 1835 James Gordon Bennet founded the first mass circulation daily paper in New York (Herald)

• It cost $10,000 in today’s money*

• By 1850 to achieve the same result cost $2,500,000 in todays money...........*

*source Yochai Benkler – The Wealth of Networks


The Point? Inverted social capital

• The internet and Social Media specifically has created a level playing field for promoting your organisation

• You can compete equally and very often more successfully than large brands - because they do not understand social media due to inertia – clinging onto old ways of doing business!


Convergence Change

Email soon dead 90% 200bn a day spamThe Activity Illusion – busy being busy!Your mobile is your new PC - in 3 yearsThe world of private & closed is goingCelebrate the true marvel that is web 3.0World is fragmentingBloggers are now becoming stars


New World Order• Social media touches every aspect of your

organisation, internally and externally• Are you listening managing & monitoring this?• By not engaging - other people control what is

said about you• Engaging overcomes this whilst beneficially

attracting people/customers towards you• Are your competitors ahead of you – who is

dominating the internet space around your product/service?


Predictions Can Be Tricky!“I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943.

"There is no reason anyone would want a computer in their home." -- Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977.

"640K ought to be enough for anybody." -- Attributed to Bill Gates, 1981.

"Almost all of the many predictions now being made about 1996 hinge on the Internet's continuing exponential growth. But I predict the Internet will soon go spectacularly supernova and in 1996 catastrophically collapse."Robert Metcalfe, founder of 3Com, 1995.


New World Order• Facebook > 500m subscribers > 25% internet users• Facebook = 3rd country in the world• Estimated > 200m blogs source: Blogherald

• 33% adults post > weekly to web - Facebook, Twitter*• 25% of adults publish a blog & upload video/audio*• 60% maintain a profile on a social networking site*• 70% Read blogs, tweets and watch UGC video*• In 2 months UGC > combined content of ABC NBC CBS

since 1948, when ABC started source: Did you know 4

• Google earns $200 a second• Teanagers 6 X more effective on web than adults source BBC

* Source http://www.lostremote.com/2010/01/20/adult-social-media-use-hits-new-highs/


New World OrderSocial Media has overtaken porn as the #1 activity on the Web Source: Huffington Post

Fastest growing segment on Facebook is 55-65 yr old females Source: Inside Facebook Blog

80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what this means for bad customer experiences? Source: Attempting to Relocate

25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox & Nielsen

Only 18% of traditional TV campaigns generate a positive ROI Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007

24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us Source: Yahoo Finance

http://www.amazon.com/Marketing-Social-Web-Customer-Communities/dp/0470124172


The World At Our Doorstep


Use Case Value/ROI

Brand Audit Identify opportunities in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marketing Increased sales & rate of return on ad spend

Customer Service Increased satisfaction, brand loyalty, awareness

Competitive Insight Identify differentiating features & innovate

Public Relations Efficient use of time & identify influencers

Sales – Lead Generation Increased sales & shortened sales cycle

Search Engine Optimization More effective SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

Value and RoI


Social Media Monitoring

Sophisticated tools now exist:To monitor the social media space

To create simple easy to read reports for Strategy

Measurement of successFinding Markets

Watching competition





Join the conversations

• So what is your 2010 social media strategy• Corporate policy?• Your 2 brands – personal/corporate• What are your core messages• Targeting your conversations where?• Which platforms to use?• Listening managing monitoring• Freeing and allocating resources• Being everywhere at once• Digital time management


It works for all organisations

• What direction are you going in• Are you in a startup, growth, matured,

declining, renewed organisation• Who provides your foresight• How is the need for change recognised• How integrated is your value chain for

shareholders, employees, customers, clients, volunteers, suppliers


Outcomes of your strategy

• Increase your number of transactions• Increase their value• Increase their frequency• Increase your margins• Measure sales activity along with SM

activity and company activity = • what works, what doesn’t


Marshmallows

http://www.ted.com/talks/joachim_de_posada_says_don_t_eat_the_marshmallow_yet.html


Impatience

Don't be impatient – social media is about community building and long term

relationships.............


But I don't have time......

• Knowing what to say helps

• Knowing where to say it helps

• Using multi media makes your customer experience richer – post by txt or email

• Automation means that you can be in many places at once................

• Understanding your browser helps

• Managing your inbox helps

• Having a strategy – vision and mission keeps focus

Honestly how are you investing time on marketing?


Use & Automation of Social Media

Platforms


Reach Depth Useful updates

• Know Like Follow...6 degrees of separation

• Open Random Supportive

• Want to be seen in many places at same time (live in a fragmented world) BBC Christmas shows

• More places:

– more likely to be stumbled upon

– easier for Google (search engines) to find you

– easier for aquaintances and friends to find you

– EASIER FOR STRANGERS TO FIND YOU


Search engines

• Youtube – 2nd largest - 2009

• Facebook – 7th largest - 2009

• Important you are found on:

– Google – search engine – info source

– Youtube – search engine – info source

– Facebook – search engine – info source

– Twitter – search engine – info source

– LinkedIn – search engine – info source

– ? ? ? cost effective listings with other sites ? ? ?


Many places…

• Networking sites:– eg Facebook, LinkedIn, Ecademy, Twitter, Xing,

Ning, Viadeo

• Sharing sites:– eg Twitter, StumbleUpon, Digg, Delicious, Reddit,

Technorati,

• Blogging:– eg Wordpress, Blogger, Yahoo, Windows Live

• Video sites:– eg Youtube, Vimeo…


What is RSS

• RSS (most commonly expanded as "Really Simple Syndication") is a family of web feed formats used to publish frequently updated works — such as blog entries, news headlines, audio, and video — in a standardised format

source wikipedia


Sharing useful newsFrom RSS news feeds

Google Reader(auto-gather, manual distribution)

large number of sites

Google ReaderGoogle Reader

From your website


OR /

download into Browser

Google profile Individual sharing sitesto share web page with another

site such as

Global favourites bar Blogs


Youtube automation


RSS feed

feed


Blog sharing tools

• allow multiple Blog postings• on different platforms• link different tools• to say the same in different places.........• Reach Depth Quality


Free Google ToolsGoogle Places – inc maps listing

Google Profile

Google Reader

Google News

Google Alerts

Google Friend Connect

Google Analytics

YouTube/Blogger

Google MailGoogle Calendar Google Documents

Google Blog search

Free web address and hosting for a year


Problem Solvingfile:///D:/Docs%20and%20Settings/Ivor/My%20Documents/My%20Videos/RealPlayer%20Downloads/SasaVucinic.jpg

http://www.ted.com/talks/view/id/75


Problem Solving1 : 5 suffer with stress – WHO

83% of global population no independent press

Climate Change >80% global energy supply chain is fossil fuel reliant

Gender equality – how do we tackle this?

Education – sharing of resources - mobile internet

Modern cardiovascular care cost 10% USA budget

Grameen Bank / Grameen Mobile


Answer For A Better WorldBe prepared to learn Avoid top down thinking

Trust people more Listen to grass roots

Learn how to collaborate

Network & share & SUPPORT ONE ANOTHER

Social media is a part of all of this (web 2.0/3.0)

We Become -

Better informed for Better decision making

From DISCOVERY TO MASTERY


Questions?

Ivor Kellock

[email protected]

http://www.trainleaders.co.uk

+44 7782193093

mailto:[email protected]

http://www.trainleaders.co.uk/