Presentation to Motherwell College Knowledge Transfer Hub called Social Media For Business: What you need to know A high level presentation that demonstrates the breadth of opportunity the Social Media Mindset and principles offer organisations. The approach is used in order to avoid engagement with the subject through the limiting lenses of either the tools themselves which are inherently transient or the application of concept of Social Media as simply a marketing device and outwardly facing.

1. The Social Media For Business:
What You Need to Know
Motherwell College KTH
25/5/11
twintangibles 2011
Contact us +44(0)7717 714595 www.twintangibles.co.uk info@twintangibles.co.uk

2. Agenda
• Some theory
– Mindsets, Tribes, Long tails & Complexity
• Some practice
– Lightning case studies and what you
should do
• Q&A

3. Which Do You Know?

5. What is Social Media?
“It is a mindset of sharing, collaboration
and communication that is facilitated
by technical tools that provide for
many to many non mediated
exchange”
It is increasingly pervasive, it can’t
be ignored and it is affecting
society, economy and culture

6. Tribes

7. Demographics of SM

8. The Mindset
• Democratic
• Inclusive
• Mutuality
• Open
• Reduced barriers to entry
• Expectation of return non traditional
• Challenges convention
• Self regulating
• Iterative
• Deeply rooted

9. What changes with Social
Media?

10. Porters Value Chain

11. Porters Value Chain Updated
http://en.wikipedia.org/wiki/File:Porter_Value_Chain.png

12. Long Tail Distribution
http://jargotrulli.wordpress.com/2011/05/18/leveraging-the-long-tail/

13. http://dwilkinsnh.wordpress.com/2009/03/15/social-learning-and-the-long-tail/

14. Complexity and how to respond
Cynefin Framework From Dave Snowden www.cognitive-edge.com
www.cognitive-

15. Case Studies

16. www.xplane.com/obama

17. 25% of all new products
from
crowdsourcing
Innovate faster
Increase 15% to 50%
success rate of new
products

18. Customer Service run
by customers
Participate in sales and
marketing
Only 16 people in team

19. International reach
10% Equity for punks
Crowdsourced locations

20. So What Does This Mean?
• You are not in control
• This is disruptive
• You need to be ready
• You will need to change
• Gardener not engineer
• Your “tribes” are an asset
• Remember its inward facing too!

21. The Future of Advertising, APA, 17/02/09

22. The Future of Advertising, APA, 17/02/09

23. Assume the Behaviour
• Listen
• Be social
• Be generous
• Converse
• Acknowledge

24. Tools – Choose Wisely
Immediacy – referrer
Community building – B2C
Introductions - networking
Thought leader - SEO

25. What do you need to do?
• Why are you doing this?
• Are you ready?
• How can you resource this?
• Who will do this?
• What are your targets?
• How will you monitor this?

26. Action Plan
Audit & Evaluate
Monitor Intent
Choose
Engage
Channels
Listen Targets
Resource

27. Social Media Consultancy and Research
• Strategic Advice
• Strategy Development
• Research
• Social Media Management
• Social Media Audit
• Monitoring
• Sectoral Analysis
• Training
Helping you get value from Social Media

28. •11 Cities including LA, Moscow, Milan, Rio, Glasgow
•More than 30 Events in Glasgow alone
•3.5 Million SM impressions, 200,000 attendees
•Opportunities for global visibility
•@SMWGLASGOW
•http://socialmediaweek.org/glasgow

29. Social Media Unleashed 2
• 9th June 2011 : 4.30pm – 8pm
• The Lighthouse, Glasgow
• Crowdsourcing & Crowdfunding
• DELL, McClure Naismith
• Free
• Register at
www.twintangibles.co.uk/events

30. www.twintangibles.co.uk
info@twintangibles.co.uk
@twintangibles
Tim Wright
07717 714 595
twintangibles 2011
Contact us +44(0)7717 714 595 www.twintangibles.co.uk info@twintangibles.co.uk