social media for small businesses
DESCRIPTION
an introduction to social media marketing delivered at the Fresh Business Thinking event 'Hit Me! An Introduction to Internet Marketing' by Jenni Lloyd of NixonMcInnes, the UK's largest social media agencyhttp://is.gd/1qbTvTRANSCRIPT
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social mediafor small businesses
jenni lloyd
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hope you enjoyed lunch…
hello!
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i’m a consultant with social media agency nixonmcinnesone of the UK’s largest dedicated teams of social media specialists
I’m Jenni Lloyd
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hands up who…
is on Facebook?
uses social media?
knows what social media is?
is on LinkedIn?
is on Twitter?
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but these things are just tools
if they don’t last the course will social media then be ‘finished’?
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the tools are a product. of fundamental, long-lasting change
No.
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brought about by cheap, easy, mass access to a global publishing platform
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we’re seeing a fundamental shift
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from a time when we saw our websites as a destination
where we could present ourselves how we wanted
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to a recognition that our customers are playing elsewhere
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if we want to talk to them we need to be where the conversation is
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we need to be useful
and we need to be wherever they want us to be
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what does this mean?
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anyone can have a voice
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individual experts can build up global influence without the mediation of publishers
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ex-employees with insider knowledge can expose uncomfortable facts
how should you respond?
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cease and desist doesn’t work in this environment
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groups of people can quickly organise themselves: for, or against
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Source: eBay.com; Amazon.com
customer opinions about products & services are freely available
average rating = 4.3authentic ratings increase conversion ratesreturns rate goes down
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hands up…
if you’ve ever used Trip Advisor or read a review on Amazon?
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welcome to the world of empowered consumers
how can we capture their attention?
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buy it?
Jan 2008, BIGResearch
Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity:
1. eating
2. doing housework
3. doing laundry
4. cooking
5. talking on the phone
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mobile text ads scored 18%
banner ads 26%
search 34%
TV and magazines 56%
word of mouth 78%
DoubleClick, via The Guardian, May 2008
earn it!
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5 tips to get you started
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who are they?
where are they online?
what are they doing?
what tools are they likely to use?
know your audience
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find out who’s saying what about you
set up Google alerts
use addictomatic / twitter search
listen
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what is it you’re trying to achieve…
know your objectives
to listen and understand?
to engage in conversations?
to generate buzz?
to encourage participation?
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offer value
be authentic, transparent and helpful
link to those that disagree
disclose your position/interests
match your message to the environment -these are social spaces…
follow the rules of engagement
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a facebook fan page?
a blog?
ratings and reviews on your site?
twitter?
choose the right tools
an island in second life?
use what’s right for your audience and objectives, not the big new thing
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a few examples of how we’ve been applying this approach
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we helped T-Mobile get the über geeks on board for the launch of the first Google phone
network mapping & influencer engagement
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we are helping Chelsea FC find out where their global fan-base congregate online so they can market to them more effectively
network mapping & community engagement
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we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets
strategy and widget design, build & deployment
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we helped C4’s PR team more effectively promote programmes to niche audiences through social media training
training & consultancy
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we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about
consultancy, design & build
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finally...
we can all learn from this man
widgets
blog
you tube
podcasts
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hands up who…
wants to be more social now?
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I’ll get my coat!
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any questions?
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes
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get in touch
nixonmcinnes.co.uk
nixonmcinnes.co.uk/ebooks
twitter.com/nixonmcinnes
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some must reads…
The 17 Rules of Social Media Optimization
The New PR Wiki
Any online marketing blog (Seth Godin = v.good)
The Cluetrain Manifesto by various
The Long Tail by Chris Anderson
The Wisdom of Crowds by James Surowiecki
Tipping Point by Malcolm Gladwell
Anything by Seth Godin
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Image credits
hands up 1http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/shifthttp://flickr.com/photos/sanbeiji/220645446/sizes/l/disneylandhttp://www.flickr.com/photos/denn/160596269/sizes/l/playing elsewherehttp://flickr.com/photos/mugley/2227098069/sizes/o/conversationhttp://flickr.com/photos/emdot/32179191/sizes/l/toolshttp://flickr.com/photos/22280677@N07/2504310138/wonderwomanhttp://flickr.com/photos/bbaltimore/10566018/sizes/o/