What is social media and how should small and medium businesses get started? Presentation first given by Allister Frost, Group Marketing Communications Lead at Microsoft UK, to the annual conference of the Association of Independent Tour Operators and their specialist independent Travel Agencies.

1. Anyone for Social Intercourse?
for

2. I’m Allister

3. I’d like to
talk about
Social Media

4. What changed?

5. Our journey to connectedness
Connectedness
1970 1980 1990 2000 2010

6. What is Social Media?
Social Media comprises online
applications, platforms and media
focused on collaboration, sharing
and interaction between users.

7. Social Networking Blogging
Photo Sharing Video Sharing
RSS Podcasting
Microblogging Bookmarking
Search Professional
Wikis Presentations

8. Meet Rachelle

16. What are we doing online?
Source: UK Online Measurement Company, April 2010

17. Why do we use Social Media?
Meet new people 71%
Stay in touch with friends 62%
To feel like I belong 61%
To share new experiences 55%
To promote yourself 52%
Fun/entertainment 51%
Make contacts for work 51%
To earn respect 44%
To share knowledge 43%
To change opinions 42%
Source: Universal McCann Wave Study 4 / % of active internet universe

18. The impact for marketers

19. of people trust
recommendations from
people they know
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

20. Who do we trust?
Trust Trust Don’t trust Don’t trust
completely somewhat much at all
Recommendations from people I know
Brand web sites
Consumer opinions posted online
Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
Ads in magazines
Ads on radio
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

21. Who cares about a few tweets?
Photo Posted to Retweeted
taken Twitter
Enters the
blogosphere
Posted to Indexed by
Facebook Google/Bing
Submitted to social
bookmarking sites
Used in office Forwarded around
e-mails the web, forever
Inspired by www.ngonlinenews.com

22. We need
another way

23. The more specialist you are,
the better your chances of
standing out

24. Big budgets don’t win.
“PAY TO PLAY” is history.
Now it’s “PLAY TO PLAY.
With thanks to Alex Bogusky, Co-Chairman of Crispin Porter & Bogusky

25. On a level playing field
David can beat Goliath

26. But where
to start?

27. Listen
before
you engage

28. Create a
social object

29. Segment your
audience into
tribes

30. Give them
multiple
interfaces

31. Make it better
when shared

32. Track and
optimise
(again and again…)

33. A bad place for a garage sale

34. Build it and they will not come

35. Social Media is not free

36. What’s the cost of not being social?

37. Be interesting
Be useful
Be yourself

38. Thank you for listening

39. © 2010 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft
Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.