gcc friday 2nd october
DESCRIPTION
Slides supporting a conversation with Glasgow City Council, DRS DepartmentTRANSCRIPT
Web 2.0/Social Media
‘The times they are a changing’
Dr. Jim Hamill, Alan Stevenson
Department of Marketing, University of Strathclyde
Hamill Associates/ AS Business Solutions
October, 2009
Content
Web 2.0/Social Media – overview (JH)
Business use (JH)
2.0 and the public sector (AS)
Conversation (All)
What Is It?
An over hyped ‘buzz’ word or a revolutionary change?
Fundamental, revolutionary change in the way people use the Internet, their online experiences and expectations
From passive recipients of information/brand messages to active contributors (user generated content)
Major impact on all aspects of life – business, education, media, politics, public sector, parenthood, football etc
‘Power to the people’ – Web 2.0 empowers people – empowers customers – empowers the network
What Is It?
Requires new ‘mindsets’ and new approaches - openness, sharing, collaboration, interaction, communities, social/professional networking
Talk WITH rather than AT – two way dialogue and conversations NOT one way broadcasting
Marketing as a ‘conversation with your customers, a conversation with your network’
Requires new performance measures – network quality, relationship strength, leverage – the ‘4Is’
The ‘4Is’
Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Social Media Monitoring Tools –Audit, Assess, Impact
Web 2.0
An Overview
» Applications» Features and Characteristics
» Implications
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
Business/Marketing 2.0
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikibusiness
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
For Glasgow Businesses
Business Benefits
Business Impact
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and
Promote - Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
Business Benefits
Market Knowledge
Customer Insight and Understanding
Customer Interaction
Enhanced Customer Experience
Business Intelligence
Reputation Management
Business Benefits
Improved Sales and Marketing
Identify and network with high value, high growth prospects
Product Development and R&D e.g. engage and co-create
Internal cost savings
Improved Operations and Internal Processes
Increased ROI
Does It Work?
Aberdeen Research Group – study of the social media practices of 250 organisations– ‘Best in class’ (50)– ‘Industry average (125)– ‘Laggards’ (75)
‘Best in class’ outperformed others in many key areas– Customer satisfaction– Actionable insights delivered– Reduced time to market– Customer insight
Source: Weber, 2009
Does it work?
Web 2.0 in Action
‘Creating the Buzz’
Merchant City Tourism and Marketing Co-op
‘Creating the Buzz’
To build greater brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; Glasgow’s ‘hidden gem’.
Through the development, implementation and on-going management of a proactive social media communications strategy – engage with and energise the MC network of ‘advocates’
Advanced social media monitoring tools will be used to monitor project success
Strategic Objectives
Build brand awareness, loyalty and advocacy of the MC as a ‘must visit’ destination; the ‘hidden gem’ of Glasgow
Achieve sustained increase in visitor numbers and spend
Build a ‘quality customer base’/ strong network of MC ‘advocates’
Ensure that the project makes a significant contribution to
the medium-term strategic goals and objectives of the MCMTC, VS Growth Fund, Glasgow City Tourism and the Scottish Executive’s Tourism Framework
Strategic Objectives
Maximise the net economic impact of Merchant City tourism on Glasgow and Scotland generally
Achieve high ROI from project spend. Maximise MCMTC marketing effectiveness and marketing
efficiency Build a strong network of local businesses, tourism
partners and MC residents, working in collaboration to position MC as a ‘must visit’ destination and to achieve sustained growth in visitor numbers and spend
KPIs
Increase the % of visitors to Glasgow with awareness of the Merchant City from 26% (2007) to 50% (2011)
Increase visitor numbers to the MC from 1.1m (2007) to
1.19m (2011) (project to make a 25% contribution to this) Increase visitor spend in the MC from £15m ( 2007) to £18m
(2011) (project to make a 25% contribution to this) Targets will be agreed for the ‘4Is’ i.e. online community
Involvement, Interaction, Intimacy and Influence. These will be the main ‘lead drivers’ contributing to a sustained increase in visitor numbers and spend
KPIs
To make a significant contribution to achieving the challenging growth targets of the ‘Glasgow Tourism Strategy’ – a minimum 60% increase in Glasgow tourism revenues by 2016 and to the Scottish Executive’s goal of a 50% increase in tourism value.
To achieve a marketing ROI from the project in excess of £8 per pound of Growth Fund spend
150 local businesses and partners to be actively involved
in the MCMTC Online Business Network by year end 2010 150 local residents to be actively involved in the MCMTC
Online Residents Community by year end 2010
Key Actions and Initiatives
1. ‘Rich Internet Applications’ on the MC web site
2. Set up Web 2.0 channels
3. Web Site Marketing Strategy (1.0)
4. ‘Creating the Buzz’/ Social Media Engagement Strategy
5. Building Customer Insight, Knowledge and Understanding - develop actionable customer insights
Key Actions and Initiatives
6. Offline Media Advertising
7. Partnership Working and Collaboration
8. Residents
9. Project Monitoring and Evaluation
10. Project Management and Consultancy
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
Glasgow City Council
Senior Management Team
Alan Stevenson
– 69% of the UK’s Internet population visited a social network or blogging site in 2008
– 1 in every 11 minutes online is spent by individuals on social networks or blogs
– 14% of mobile subscribers access the Internet. 1.96m UK people have accessed a social network through their phone
– Twitter now reaches 10.7% of all active Internet users (first half of 2009)
– The greatest growth for Facebook between 2007 and 2008 has
come from people aged 35-49 years of age (+24.1 million)
– Over 10,000 Open Source projects now exist worldwide e.g. Linux, OpenOffice.org, Lucene Search
Thank You