slides for newcastle uni renewable energy, enterprise & management msc - social media lecture

REEM & SOCIAL MEDIA

Justin Souter, MDSouter Consulting Limited

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MSc Renewable Energy, Enterprise & Management First delivered in 2008, the MSc in Renewable

Energy, Enterprise and Management (REEM) provides fully integrated renewable energy management and enterprise training in order to deliver a broad view of the renewable energy industry.

It is designed to be highly flexible, allowing postgraduate students to study renewable energy and business enterprise subjects either full-time or part-time, and to study whilst remaining in full-time employment.

Students on this programme will learn how to start up and develop a business in the Renewable Energy sector, with the opportunity to trade. 

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So who are you? Show of hands

– Facebook users– Bloggers– Twitter– Post videos?– Post photos?

Work– Startup– Intrapreneur ;-)– Career change

What sort of help do you need?

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So who am I? Run my own business:

– Social Media strategy, implementation, outsource

– Helping customers work out how to best use their info sharing tools

– Managing the people change Worked for nearly 10 years for IT outsourcer Bluffed at being a techie – am really a

business consultant Native of the North East (Northumberland!) Mentoring 2 students at Newcastle Uni

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Agenda

Context Social Media for business It’s now the mainstream Business level thoughts Exercise for you

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Katie brief:

“Something that will equip them with the means to assess your material against their own business ideas – to see how they can use SM to promote,

be strategic, and set up their own businesses”

Start thinking about this now, as you’ll be doing an exercise in a little while! ;-)

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BASICALLY IT'S ABOUT HOW TO USE THE SOCIAL MEDIA BIT OF WEB 2.0 FOR YOUR BUSINESS10/04/23 REEM & Social Media - (c) Souter Consulting Limited 2010 7

History & context

Internet WWW Traditional media online & then

dot.com bubble and bust Web 2.0 Breaking down the barriers of the

traditional organisation Cloud computing

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The penny has already dropped!

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It's hit the mainstream and a recognised tool for

business Gulf oil spill Punch above your weight Dramatic ability to create buzz &

influence if you– have something interesting / unique to

say– can create and maintain a community

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It's about telling your story in a different communications

channel Text, photos, video, speech Create human face for your brand Building social capital

– Create more than you capture– You're the sidekick for your community

It’s new, but use existing expertise and update it…

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Social Media Marketing

It's more than just setting up a Twitter account, blog etc.– It's about strategy

Build following around your brand, and people willing to support you and tell their friends– Give you feedback, ideas

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It's interactive brutally honest real-time a mindset, a fast-moving, dynamic way

of doing business quite a commitment not about how many followers you

have, it’s about ‘whuffie’ perfectly suited to Green issues

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Build a community to help you

Get the message out Get feedback Get new ideas Get introduced to key players Gain momentum, confidence Succeed, make £!

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Context

B2B B2C Internal

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PRACTICAL EXAMPLES

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DaGoatySocial Media effectiveness -

Rozmic

Recruitment

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Marketing

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Focus group / feedback

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Customer support

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Early warning

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Crisis Management

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Case Study – Social Media disaster

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Motrin: Twitter

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Business to Business Scenarios

According to Dan Sears, you might consider the following:– Listen and monitor the

online conversation– Gather product

requirements and feedback

– Alert customers of new product features, upcoming events

– Introduce products to prospects

– Develop advocates and Industry influencers

– Reposition products and brands

– Share information during tradeshows and events

– Align and connect communities of interest and practice

– Generate awareness and exposure (press release)

Social Media in a B2B context blog post

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Downsides

Motrin (as we’ve seen) Dell Hell – turnaround to @DellOutlet

& $3m sales Copyright issues – sharing gets

abused Phishing / spam / identity theft Time wasting Time consuming

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HOW?

kevindooley

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31Entire contents © 2008  Forrester Research, Inc. All rights reserved.

The four-step approach to the groundswell

POST

People Assess your customers’ social activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will change

Technology Decide which social technologies to use

32Entire contents © 2008  Forrester Research, Inc. All rights reserved.

Development

Support

Sales

Marketing

Research

Groundswell objectivesRoles

Listening

Talking

Energizing

Supporting

Embracing

Key roles and their groundswell objectives

WHAT?

nolifebeforecoffee

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Matt Hamm

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10ch

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Mike Licht, NotionsCapital.com

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Ernst-Jan Pfauth

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eco2oh

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nanpalmero

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enriqueburgosgarcia

Katie brief:

“Something that will equip them with the means to assess your material against their own business ideas – to see how they can use SM to promote,

be strategic, and set up their own businesses”

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“THIS IS ABOUT DETERMINING A FUTURE ONLINE CUSTOMER COMMUNICATIONS STRATEGY”

Chief Executive I was talking with recently[!]

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Technology

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Sammy0716

Social Movement

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Paul Keller

Mindset

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websuccessdiva

Next steps Set up tools

– Online– Offline– Integrate them

Start following people– Twitter & RSS, subscribe to videos,

presentations Start to find your own voice It's about the long term

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There is also Innovation

– Get your community to suggest where you go next

Crowdsourcing– Get folk to collaborate on your next project

and help de-risk it Mashups - lightweight process-based

applications Cloud Use these tools to fast forward to

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Further materials

Groundswell Whuffie Factor Good presos on Slideshare

– Social Media– Enterprise– Web & Enterprise 2.0

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Are you enterprising? North East Access

to Finance Entrepreneurs

Forum Centre of

Excellence– Teesside– Tyneside– Wearside

Business Link

Other networks– Netpark– Supermondays

One North East - http://onenortheast.co.uk/page/business/energy.cfm

Guy Kawasaki – The Art of the Start

Lots of support!

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Summary It’s about doing business … differently It gives smaller players a massive leg-up Cost can be limited to time spent doing

(& learning how to do) It’s here to stay whether we like it or not You can just ‘fire & forget’ by getting the

youngies to do it – you need to manage it

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http://pwnwear.com/2009/11/06/keybinding-do-it/

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Souter Consulting Limited

What can I do for you? Please contact me to see how we

can work together!

Justin Souter– http://souterconsulting.eu – Justin.souter@souterconsulting.eu– 07717 725504

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WHY?bitzcelt

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Cause & effect – Adam Parker stylee

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Measure Description Examples

ActivityIndicate that PR activity has made an

impact.

Relevant coverage on publications, tweets about your announcement/brand, YouTube views,

downloads.

QualificationAssess potential influence of these

activities.

Twitter followers, readership of publication, authority of blog, Page Rank. These can then be

further distilled into overall measures.

Indicator

Indicate the likelihood that the activities measured will result in a

desired response of some kind either now or in the future

Referrals to your website from a particular piece of coverage or Twitter activity; increased positive

sentiment compared to the position prior to the PR campaign; relative impact compared to other

campaigns.

ActionActual desired responses that

resulted.

Lead generation, sign ups, attendance at an event,

sales.

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ROI = actualized potential.

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10 ways to measure social media success

1. Traffic2. Interaction3. Sales4. Leads5. Search marketing

6. Brand metrics7. PR8. Customer

engagement9. Retention10.Profits

Props to Econsultancy

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Resources

Yongfook / Egg & Co Oliver Blanchard Adam Parker Dave McClure My Delicious links on ROI Other links are embedded on the

slides…

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AND FINALLY…Sister72

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Phil Richards

“If you come from the "intention" just to get business, then its more difficult to take part ( IMHO ), if you come from the intention of sharing, helping, community etc.. then whilst business does come, its not the primary intention, and getting involved has more meaning.”

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Why accountants should blog

“The biggest benefit though comes through your ability to show your human-ness. – People deal with people and if they see

authenticity expressed through your blog efforts then they are far more likely to identify with you as a person.

– Given the professional reputation for being stuffy, that can't be a bad thing.

– Agree?” Dennis Howlett

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