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© 2013
Dr Mark Swift
Scott Crowther
Dr. Xiao Ma
Ellie Precious
Introduction to Social Mediafor Business Use
© 2013
Agenda9.30 The Social Media ‘big picture’ Mark
10.00 LinkedIn: the social media everyone should use Scott
11.00 Coffee
11.15 Facebook and Twitter for your business Xiao + Scott
12.45 Lunch
1.45 Exposing your visual side: YouTube + Pinterest Ellie
2.30 Location, location, location: Foursquare. Xiao
3.00 Coffee
3.15 Google+ Xiao
4.00 Don’t Panic: managing your networks and your time. Scott
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What is IIPSI?
• International Institute for Product and Service Innovation
• New SME centre– Experience led Innovation (people), Polymers (product), Digital (innovation) thinking
• Purpose– Help West Midlands small businesses understand your customers and users better,
prototype new products for example using Additive Layer Manufacturing, and usedigital (Internet) to launch as well as develop market ready products and services
– Improve the region's capacity to translate innovation into outcomes
• IIPSI must have IMPACT– Business growth
• Fully funded until end of June 2015 (initially)
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Market ready Productsand Services
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What is the iIP - our approach
The IIPSI Innovation Programme (iIP) is:1. Centred on Innovation
– “Successful exploitation of new ideas” WMG definition– "Innovation distinguishes between a leader and a follower." Steve
Jobs
2. Demonstration activities– Raise awareness of what is possible through the adoption of new ideas
and thinking
3. Knowledge Exchange– Common sharing and exploitation of new thinking– We don’t have all the answers
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What's the structure of iIP
Intensive company projects - prototyping,identifying markets, product/service evaluation,internships
Marketleading
products &services
Feasibility studies, collaborative projects,assistance with funding and grant applications
Expansionthrough R&D
Awareness briefing, case studies, technicaldemonstratorsRaising
Awareness
In-depth workshops, advanced technicaldemonstrators, horizon scanning, hands on…
Embeddingcapability
30+places
peryear
Inn
ova
tio
nP
rogr
amm
e
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Introductions
• Housekeeping
• Name...
• What your business does…
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Summary
• Unique, high profile facility for the region• Range of SME services• No such thing as a free lunch!
– Short forms
– Baseline monitoring
• Feedback and Evaluation• Enjoy the day• Get involved
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Social Media Revolution
http://youtu.be/lFZ0z5Fm-Ng
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“There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy”
1. Well established andembedded technology:
Tipping point was overfour years ago
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Social media 2011…
Social Media in 2011… Organises the Arab spring? Activists – Cairo 31 Jan 2011http://www.telegraph.co.uk/news/worldnews/africaandindianocean/egypt/8293551/Egypt-protests-Monday-31-January-2011-as-it-happened.html
2. Power in your pocket
Portability andaccessibility ofsmartphones
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3. Pace of change
Google+ is now #2Watch Pinterest etcGoing – myspace, bebo?
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Michael BrennerSenior Director of Global Marketing at SAP
“Marketing today is difficult.
200 million people on the U.S. ‘Do Not Call’ list.
Over 86% of TV viewers skip commercials.
44% of direct marketing is never opened.
Roughly 99.9% of online banners are never clicked.
Buyers wait until they have completed 60-80% of theirresearch before reaching out to vendors”.
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What does this mean for a small business? - get Creative?
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YouTube yourself…
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BlendTec
• SME manufacturer of commercial and home blenders• Blendtec produced a video in which the CEO blended unusual
products such as a garden rake, a golf club, and light bulbs.– YouTube, video had 3.9 million views (over 8-months)– The Will It Blend? campaign illustrates the potential value of connecting
with consumers online versus traditional advertising
• Now:– 218,173,850 views on YouTube
– 700% increase in sales• BlendTec Case TIPS:
– Be creative– Don’t be afraid to shout about your product’s capability
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What is it?
New communication technologies - help people interact, and share information
KeySocialTools
Photosharing
Blogging
Microblogging
RSS
WidgetsLocation
basedservices
Productreviews
Messageboards
Podcasts
Videosharing
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Digital Conversation
Insight Innovation Advocacy Natural search
Customerservice
Increased sales
Can replace existing methods of generating enquires
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Summary
• Significant growth and pace of change
• Multi channels which impact most of us
• Many uses, moved from just B2B
• Move from searching to following content
• Its not going away (at the moment)
• Can be used by the majority of businesses andindustries
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Don Tapscott - Best selling business authorOn social media
“All one needs is a computer, a networkconnection, and a bright spark of initiative andcreativity to join the economy.”
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What they tell us!
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191m users9m users
2m company pages
2012 Q1: 31st most visited global website
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375 (av. network)
74,100+
4,828,600+
Look at your reach!
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Your profile
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Find people you know
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Find people you don’t know
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Your company page
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LinkedIn Tips
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LinkedIn Tips
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LinkedIn Tips
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LinkedIn Tips
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LinkedIn Tips
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LinkedIn Summary
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Coffee
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Twitter“Twitter is a real-time information network that connects you to the latest stories,ideas, opinions and news about what you find interesting. Simply find the accountsyou find most compelling and follow the conversations.”
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Let’s take a general look
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Time to tweet
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Case Studies
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Twitter Tools!
http://tweet.grader.com/location/
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Twitter Small Business Guide: www.bit.ly/LfShmZ
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Welcome
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Facebook ?
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1,000,000,000
Facebook – the most …
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Facebook - Interesting Facts
1
17
279
1130
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69% 87% 18%
76:72
Facebook - Interesting Facts
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Facebook - Interesting Facts
Mind jumpers
30%
52%
95%
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Facebook - Timeline
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Facebook – Update / options
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Facebook – Connections/Engagement
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Facebook – Page / B2B
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Facebook -
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0100200300400500600
Birmingham Leicester Manchester Nottingham
Facebook Interactions
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Facebook - Timeline
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Mobile
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Facebook – Don’t forget
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Facebook tips
B2C Interaction
E-word of mouth
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Lunch
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Exposing your visual side
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“Social Media is Video”(Social Media Examiner, 2012)
Image sharing is big business!
£1billion
of all Facebook activity revolves around photos (HBR 2012)
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YouTube
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800 million unique users visit YouTube each month
4 billion hours of video are watched each month
72 hours of video are uploaded every minute
YouTube Stats
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How it works/main features
YouTube
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Encouragesharing
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How it works/main features
YouTube
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YouTube
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View visitors bygeography,demographics,traffic sources
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Google +
YouTube
Qzone (China only)
GlobalTop 5 Social MediaDecember 2013(GlobalWebIndex)
Also UK’s 2nd biggest search engine!
4 reasons to use YouTube
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Google rankings!Google own YouTube!!!
4 reasons to use YouTube
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4 reasons to use YouTube
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4 reasons to use YouTube
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“Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all thebeautiful things you find on the web. Best of all, you can browse pinboards
created by other people.”
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80%25 million+ users(fastest network to achieve this)
High monthly time spentComscore, jeff bullas, MediaPost, PookyShares.
© 2013Comscore, jeff bullas, MediaPost, PookyShares.
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Pinterest: how you can use it
http://about.pinterest.com/goodies/
http://business.pinterest.com/widget-builder/#do_pin_it_button
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Pinterest: how it works
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Pinterest: how it works
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Pinterest: how it works
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Pinterest: how you can use it
Share your products
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Pinterest: how you can use it
Others then follow,‘repin’ or ‘like’
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Pinterest: how you can use it
Showcase your expertise
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Pinterest: how you can use it
Become a thought leader
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Not just for B2C companies
Pinterest: how you can use it
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Pinterest: how you can use itSELL - Add price with £ in description and it will automatically assign to Image
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http://pinterest.com/pinterestbiz/pinterest-marketing/
Business Tips for using Pinterest .
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“We want to help people make their photos available tothe people who matter to them.”
Other visual networks
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“Your videos belong here”
Other visual networks are available
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“It’s a fast, beautiful and fun way to share yourphotos with friends and family.”
Other visual networks are available
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Case StudyWhat are customers
saying about yourcompetitors, anyone
disgruntled…….
Power of key clients
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Go viral!
Visual media – Get Creative
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Creating your own visual content
DIY animation tools:
http://www.powtoon.comhttp://sparkol.com/videoscribe.php
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Activity
Brainstorm ways you could use video or imagery for the benefit ofyour business.
Search on Pinterest and YouTube to see what competitors are doing,get some ideas
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Welcome
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4sq what?
A day? - 4.16
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I don't care
who you areWhere you're fromWhat you did
4sq what?
All 4sq cares
WHO you areWhere you areWhat you didWhat you doing
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4sq – who needs it?
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20%
4sq how?
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Social, Game, Review, Location!!!
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4sq why?
2/3 +
80% +
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To start with…
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Han Dynasty – Virtual to Physical
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Han Dynasty – Location! Location! Location!
SocialSocial GeographicalGeographical PhysicalPhysical
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4sq tips……
Location basedpromotion
Simple but SmartTracking
Virtual VSPhysical
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Coffee
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Welcome
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G+ what?
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G+ what?
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G+ why?
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G+ for business
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G+ VS All
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G+ VS Twitter
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G+ VS Twitter
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G+ VS FB
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G+ VS LI
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G+ VS Eventbrite
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G+ VS Flickr
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G+ VS Flickr
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G+ VS 4sq
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G+ Pages
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G+ VS YouTube?
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10 HistoryMultiMedia
API
ScreenShare
GoogleApps
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G+ tips……
All in OneGoogle AppsIntegration
Its from Google
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Facebook for B2C
• Word of mouth
• Power of “Like”
• Listen and Talk to Fans
• Community
• Facebook fans have an 80%higher propensity to buy
• Advertise with precision
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Facebook- Likes (Pros)
• Another face for the business
• Personalisation of business pages withcomments, sharing facilities etc
• Interaction with followers Easy engagement –customers can “Like” button or add a commentto engage
• Interaction with other businesses. Connectwith your suppliers, distributors, or contractors.
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Facebook for business
• Set up “Business Page”not “Profile”
• Advocates are key –encourage feedback
• Set up “Like” icon on webpages
• Visuals are GREAT!!
• Completely free, supportedby advertising if required
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Create a page
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Don’t Panic!
Focus
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Don’t Panic!
Plan it like a wedding
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Don’t Panic!
Be time aware
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What Next
Contact us: @WMGSME, [email protected] 7657 5594
Innovation Programme – Other workshops
3D Printing, Cloud for Business, Twitter, Strategy, LinkedIn and Facebookwww.wmgsme.eventbrite.com
Talk through a project…..
© 2013
Thank You!
