Social media for managers

Chartered Management InstituteNorthampton12th Jan 2010

Susi O’Neill, digital consultant

About me Digital content producer, online marketer & website manager since 2000 Digital strategy consultant –growing businesses online through strategic planning and marketing Specialise in media industries moving to online economy, multimedia content and e-marketing Founded CreativeNottingham.com, new blog for creatives in Nottingham Trained as a musician, toured Europe with many alternative bands A leading UK theremin player, many TV appearances & recently 4th plinth, Trafalgar Square

Tonight’s presentation1. What is social media?2. Social media for engagement3. Social media for marketing4. Social media for research5. Personal branding and online

networking6. HR & legal implications7. Getting started: what and how8. Questions & discussion

Don Tapscott, Corporate Behaviour

Author of Wikinomics, video on YouTube

What is social media?

Defining social media

Using web tools to transform

1-to-1 to 1-to-many

conversations

Links with...

User-generated content (UGC)

Links with...

Web 2.0 (software for sharing)

...or as Tim Berners-Lee calls it

“a piece of jargon”

Isn’t the web inherently social?

Usenet Newsgroup, established 1981 (now

Google Groups)

Isn’t the web inherently social?

Google Wave, collaborative

communication tool, launched

Sept 2009

Types of social media: blogs Over 1.4 million new blog posts every day

22 of the 100 most popular websites are blogs

51% of blog readers shop online

Types of social media: social networks Facebook 4th most populous nation with 350m users & 700,000 business pages LinkedIn: 50m users Used by 2/3 people in world 4th most popular online activity (more than email) Time online growing at 3x rate of other activities

Types of social media: sharing media13 hours of footage uploaded to YouTube every second

100M YouTube videos viewed daily

50 billion photos on top 5 photo sharing sites

3M photos uploaded daily to Flickr

Types of social media: micro-blogging

Real-time status updates now appear as Google search results 3M Tweets per day on Twitter 1.2M people ‘follow’ @stephenfry

Negative perceptions

Negative perceptions

2007: The tipping point

Using social media for business

Marketing

Engagement Research

Your customers are talking about you

So help them out

Savants

Enthusiasts

Casuals

Lurkers

100 passionate users

How does social media marketing work?

1000 true fans

Social platforms: youth

(8-12 girls)

Social platforms: B2C

(over 50s) (virtual world)

Social platforms: B2B

Social platforms: create your own network

Ning: a free tool to build your own social network

Social media marketing: success stories

Video Online

Wiggly Wigglers, HerefordshireDell Global Small Business Excellence Award, 2008

Social media marketing: success stories

Zappos:Exceptional customer

service online, acquired by Amazon for $1.2billion

Social media marketing: #FAIL

Habitat: Twitter spam linked to Iranian human rights violations

Online tools for research

Surveys: Survey Monkey Alerts: TweetBeep, Google Alerts Search: Social Mention RSS feeds: Google Reader Encourage feedback

Sentiment analysis

Social Mention

Personal branding

Build & invest in your network Own your brand URLs Create a consistent avatar Build an ‘evergreen cache’ Be personal & personable

When social networking goes wrong

the twitter v FedEx saga

HR & legal Putting out a ‘shingle’ obliges you to respond Plan social media strategically, manage responsibly ‘Mow the lawn’ in your spaces Be careful how you monitor employee behaviours Create policies that balance business and personal needs

What not to do...

Respect boundaries (and employment law)!

Social marketing success strategies

Develop a digital strategy Integrate social media in marketing AND customer service Join conversations – add value Making content useful/funny engaging Allow people to share & interact

Social networking success strategies

Set your goals – what can you achieve? Seed and share – be an expert Add value – share knowledge & ideas Have fun – be social, make connections Value your time – moderate & measure

Online engagement success strategies

Monitor & horizon scan Offer solutions Share advice – soft sell Listen to the community & conversation Create service which add value

Getting started1. Start an internal or

external blog (Wordpress.com)

2. Facebook business page3. LinkedIn profile4. Start a Twitter

newsfeed

Thank you. Over to you.

Contact Me:

susi@digitalconsultant.co.uk

Tel: 07981 222799

Twitter: @susioneillSkype: susi.oneill

web: www.digitalconsultant.co.uk