Three social media stepsfor small businesses #DayatDellApril 27, 2010

Neville Hobson - Head of Social Media Europe, WCG LondonKerry Bridge – Dell Social Media Communications, Dell Inc

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Let’s start with a conclusion

Online word of mouth is a powerful marketing tool:• You do know how, where

and when she discusses your brand online

• With whom• With precision• From awareness of you to

an ambassador for you• Welcoming you into her

peer network• Form a trusted partnership

http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

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Why social media matters to small business

• Increasing importance of word-of-mouth on consumer purchasing behaviour

• Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion

• Social media can help foster a genuine connection between a company and its customers

http://www.brandirectory.com/league_tables/table/global_500

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What social media is and isn’t

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A working definition

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

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Step 1 - Listen • Know who the influencers are, with precision

• Know your “share of conversation” vs “share of voice”

• Know where conversations are occurring that matter

• Know how news is shared and by whom

• Know the right keywords that drive search

• Know what content your customers care about

• Know who is defining your brand, pro or con

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Know which conversations are defining your brand

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Listen – Tools and Tactics

Listening audit:• Discover where people are talking about your brand

and your industry online. • Uncover key influencers• Free and paid tools.• Share insights and take action.

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Step 2 - Plan and measure

• For example, an objective might be to: • increase positive brand mentions online by 25 percent; or• drive a 10 percent increase in traffic to the company Web

site in a given timeframe; or • to get people to share their e-mail addresses.

Establish measurable objectives

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Plan before you get started

Business goal social media will support:

• Primary goal:• Secondary goal:

Target audience: • Primary audience:• Secondary audience:

Social media strategy:

• Defined strategy

Key tactics: • Listen and learn and outline key opportunities and tactics

Measures of success:

• SMART i.e. Specific, Measurable, Achievable, Realistic, and Timed.

• Example planning template

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Step 3 - Engage and join the conversation

• Build relationships with digital influencers.• Generate positive word of mouth.• Share thought leadership to demonstrate that your business is

innovative.• Manage issues and crisis situations by responding quickly.• Influence mainstream media coverage. • Expose brand evangelists within your own company.

Put a human face on your brand

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Engage rules of the road:

• Example rules of the road :• Intel -

http://www.intel.com/sites/sitewide/en_us/social-media.htm

• Coca-Cola - http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf

• BBC - http://www.bbc.co.uk/guidelines/editorialguidelines/onguide/

• Are you adding value? • Write what you know.• Be transparent. • Respect proprietary

information. • Encourage comments. • Create some excitement.

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Wiggly Wigglers *2008 Global Award Winner*

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Business goal: To inspire people to create their own amazing gardens

Target audience: Everyone interested in gardening, wildlife and making a difference to the environment

Social media strategy: Creating a global online community through podcasts, wikis, blogs, Facebook and Twitter

Business result: Grows global customer base to 90,000 and reduced ad spend by 80%

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Steps…

1. Listen

2. Plan

3. Engage

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Thank you

Twitter: @JanglesEmail: nhobson@WCGworld.com

Twitter: @KerryatDellEmail: kerry_bridge@dell.com