enterprising use of social media
Post on 17-Oct-2014
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How individuals, small businessesTRANSCRIPT
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The enterprising use of
social media
Tiffany St [email protected]
Linked In / Twitter / Facebook / Skype …..tiffanystjames
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Coming up…
• How individuals, small businesses,
government, charities and causes are now
using social media to create, connect,
share and engage with their audiences.
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Big businesses
Campaigns
Brands
Who is doing it well?
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Ford Fiesta – The campaign
• The Ford Fiesta has come to play on the
American roads. In the ultimate foreign
exchange program, our 100 agents will
spend 6 months behind the wheel of their
own Fiesta, lifestreaming their experiences,
and completing monthly missions to show
you what the Fiesta is all about.
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Ford Fiesta – What happened?
• You Tube competition
– why I should be an agent
• Free fiesta and gas for
6 months for posting
1 video a month
• Brand and agent giving and getting
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What missions??
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Ford Fiesta - Response
• 100 Ford Fiesta agents
• 6.5 million YouTube views
• 3.4 million impressions on Twitter
• 670,000 Flickr photos uploaded
• 50,000 requests for info from non-ford owners
• Sold 10,000 units in first 6 days of release
• Fraction of the cost of national advertising campaign
• Next: Reimagining the way The FF get advertised
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Southwest Airlines
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Medium and small businesses
Low budget, effective marketing
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Blendtec – quintupled sales
Here’s what Blendtec do online
CEO Tom Dickson and the R&D team
had a practice of testing wooden
boards to test product toughness
• Retail sales up 700%
• 5.8million channel views
• 142.3million upload views
• YouTube 330,000 subscribers
• The Today Show, The Wall Street Journal
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Local businesses
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Government
Local
UK
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Local two-way reporting
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Collaborative policy making
• NUS and DECC
• Shared vision
• Act on Copenhagen
• Mixed Ink
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Data.gov.uk
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Charities, voluntary and
third sector
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Social for good
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Crowdsourcing for good
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Ushahidi – how it works
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Ushahidi - Haiti
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Do the green thing
Not forgetting Amazero.com
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Causes
Power to the people
Solidarity
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Democracy in action?
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Power to the lobby
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Trafigura,Twitter & The Guardian
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Dutch Transplantation Foundation
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Individuals vs Businesses
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Showing solidarity - #IAmSpartucus
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Showing solidarity - #welovebaskers
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Individuals
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www.milliondollarhomepage.com
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Kyle
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What can we learn from all of
this?
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The tipping point framework works
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‘Recommended’ trust has changed..
And if people think 76% of advertisers lie...
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Consider how you can….
• Identify, empower and enable your
advocates
• 90 – 9 – 1
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With hundreds of millions of people on social networks..
Estimated monthly usage
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And forecast growth..
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Only fools rush in without a plan..
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Ensure you have good social content:
• Friendly voice and tone
• Consistent language across channels
• Helpful and timely
• Meaningful
• Relevant
• Entertaining
• ..... Would you want to pass it on?
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Digital Strategy • Employee Engagement • Digital Training
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With kind thanks to..
• Colleen Carrington
• http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-
tipping-point-framework-4539106
• Social Lens
• http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf
• 2009 Yanklovich Survey - People think 76% of advertisers lie
• Global Web Index Oct 2010 - Trust has changed
• Carringtom Quantcast data May 2010 - Social networks how people spend time
• Forrester and Gartner research various