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Introduction to Social Media for Business Use 291112
WELCOME
INTERNATIONAL INSTITUTE FOR PRODUCT & SERVICE INNOVATION INNOVATION PROGRAMME © 2012
Dr Mark Swift
Scott Crowther Dr. Xiao Ma © 2012 Ellie Precious
Agenda
9.30 The Social Media ‘big picture’ Mark 10.00 LinkedIn: the social media everyone should use Scott 11.00 Coffee 11.15 Facebook and Twitter for your business Xiao + Scott 12.45 Lunch 1.45 Exposing your visual side: YouTube + Pinterest Ellie 2.30 Location, location, location: Foursquare. Xiao 3.00 Coffee 3.15 Google+ Xiao 4.00 Don’t Panic: managing your networks and your time. Scott © 2012
What is IIPSI?
• International Institute for Product and Service Innovation • New SME centre – Experience led Innovation (people), Polymer (product), Digital (web) • Purpose – Help West Midlands small businesses understand your customers and users better, prototype new products for example using Additive Layer Manufacturing, and use digital (Internet) to launch as well as develop market ready products and services – Improve the region's capacity to translate innovation into outcomes • IIPSI must have IMPACT – Business growth • Fully funded until end of June 2015 (initially) © 2012
What is the
iIP - our approach The IIPSI Innovation Programme (iIP) is: 1. Centred on Innovation – “Successful exploitation of new ideas” WMG definition – "Innovation distinguishes between a leader and a follower." Steve Jobs 2. Demonstration activities – Raise awareness of what is possible through the adoption of new ideas and thinking 3. Knowledge Exchange – Common sharing and exploitation of new thinking – We don’t have all the answers © 2012
What's the structure
of iIP Awareness briefing, case studies, technical DAY Raising demonstrators Awareness ONE DAY In-depth workshops, advanced technical Embedding capability TWO demonstrators, horizon scanning, hands on… Market leading products & Intensive company projects - prototyping, services identifying markets, product/service evaluation, 30+ internships places Expansion per through R&D year Feasibility studies, collaborative projects, assistance with funding and grant applications © 2012
Introductions
• Housekeeping • Name... • What your business does… See: www.bit.ly/mobrowarwick © 2012
Summary
• Unique, high profile facility for the region • Range of SME services • No such thing as a free lunch! – Short forms – Baseline monitoring • Feedback and Evaluation • Enjoy the day • Get involved © 2012
Social Media Revolution
http://youtu.be/lFZ0z5Fm-Ng © 2012
“There's a plane
in the Hudson. I'm on the ferry going to pick up the people. Crazy” © 2012 © 2011
Social media 2011… Social
Media in 2011… Organises the Arab spring? Activists – Cairo 31 Jan 2011 © 2012 http://www.telegraph.co.uk/news/worldnews/africaandindianocean/egypt/8293551/Egypt-protests-Monday-31-January-2011-as-it-happened.html
Social Media in
2012 helps continue the Arab spring: Activists - Cairo - April 20, 2012 © 2012 http://amandamustard.tumblr.com/post/21672119873
“Marketing today is
difficult. Are 200 million people on the U.S. ‘Do Not Call’ list. Over 86% of TV viewers skip commercials. 44% of direct marketing is never opened. Roughly 99.9% of online banners are never clicked. Buyers wait until they have completed 60-80% of their research before reaching out to vendors”. Michael Brenner Senior Director of Global Marketing at SAP © 2012
What does this
mean for a small business? - get Creative? © 2012
YouTube yourself… © 2012
BlendTec
• SME manufacturer of commercial and home blenders • Blendtec produced a video in which the CEO blended unusual products such as a garden rake, a golf club, and light bulbs. – YouTube, video had 3.9 million views (over 8-months) – The Will It Blend? campaign illustrates the potential value of connecting with consumers online versus traditional advertising • Now: – 214,917,203 views on YouTube (Nov 2012) – 700% increase in sales • BlendTec Case TIPS: – Be creative – Don’t be afraid to shout about your product’s capability © 2012
What is it?
Online tools that help people interact, collaborate and share content Photo sharing Video Blogging sharing Micro Podcasts Key blogging Social Message boards Tools RSS Product Widgets reviews Location based services © 2012
Digital Conversation
Insight Innovation Advocacy Natural search Can replace existing methods of generating enquires Customer Increased sales service © 2012
How are you
currently using social media? © 2012
Summary
• Significant growth - not going away (at the moment) • Can be used by the majority of businesses & industries • Top tips: – Don’t announce, engage – Be responsive – don’t ignore converstations – Be adaptable – Be selective – Be creative • Many uses – insight, customer service, natural search, innovation, advocacy, INCREASE SALES © 2012
Agenda
9.30 The Social Media ‘big picture’ Mark 10.00 LinkedIn: the social media everyone should use Scott 11.00 Coffee 11.15 Facebook and Twitter for your business Xiao + Scott 12.45 Lunch 1.45 Exposing your visual side: YouTube + Pinterest Ellie 2.30 Location, location, location: Foursquare. Xiao 3.00 Coffee 3.15 Google+ Xiao 4.00 Don’t Panic: managing your networks and your time. Scott © 2012
Social Media © 2012
LinkedIn
What is it? © 2012
LinkedIn
2012 Q1: 31st most visited global website 9m users 191m users 2m company pages © 2012
LinkedIn
8 ways to use LinkedIn © 2012
LinkedIn
1. Personal profile © 2012
LinkedIn
2. Keep in touch © 2012
Your network
375 (av. network) 74,100+ 4,828,600+ Look at your reach! © 2012
LinkedIn
3. Company profile © 2012
LinkedIn
4. Showcase your products and ask for recommendations… © 2012
LinkedIn
Add video… © 2012
LinkedIn
and a direct sales contact. © 2012
LinkedIn
Can also use it for your service business. © 2012
LinkedIn
5. Search for potential clients… © 2012
LinkedIn
...the people who work there… © 2012
LinkedIn
…then contact them... © 2012
LinkedIn
…or let them contact you. © 2012
LinkedIn
6. Professional Groups. Where are your clients? Start your own? © 2012
LinkedIn
7. Watch your competitors… © 2012
LinkedIn
…what Groups do they frequent? © 2012
LinkedIn
…invisibility cloak! © 2012
LinkedIn
8. Recruit. Pay for a job advert or start a free discussion © 2012
LinkedIn
Plug-in apps. © 2012
LinkedIn Tips © 2012
LinkedIn Tips © 2012
LinkedIn Tips © 2012
LinkedIn Tips © 2012
LinkedIn Tips © 2012
LinkedIn Summary © 2012
Activity
Use LinkedIn to research one of the other people on your table (or your competition). What groups are they in? Who are the connected to? Team up if you don't have a LinkedIn account yet. We have a phone with camera on hand to take profile photos!!! © 2012
Coffee © 2012
Agenda
9.30 The Social Media ‘big picture’ Mark 10.00 LinkedIn: the social media everyone should use Scott 11.00 Coffee 11.15 Facebook and Twitter for your business Xiao + Scott 12.45 Lunch 1.45 Exposing your visual side: YouTube + Pinterest Ellie 2.30 Location, location, location: Foursquare. Xiao 3.00 Coffee 3.15 Google+ Xiao 4.00 Don’t Panic: managing your networks and your time. Scott © 2012
Welcome © 2012
Have you got
a smart phone? © 2012
© 2012
Facebook
Soon to beat India in Population??? © 2012
Facebook – Why?
Over 700,000 businesses in UK have active pages 900 Million Active Users • 50% of members using Biggest source of social media traffic mobile devices • BuiltMobile and Webto friend on friend Ready connections © 2012
Facebook - Interesting
Facts 1 279 17 1130 © 2012
Facebook - Interesting
Facts 69% 87% 18% 76:72 © 2012
Facebook - Interesting
Facts 95% 52% 30% Mind jumpers © 2012
Facebook for B2B
• Conversation/Feedback with customers? Not just for posting news • Are your customers B2C? Then likely to be on Facebook • Facebook as Search Engine • Recruitment • Fun – Show your face to your clients, do something different © 2012
Facebook for B2C
• Word of mouth • Power of “Like” • Listen and Talk to Fans • Community • Facebook fans have an 80% higher propensity to buy • Advertise with precision © 2012
Facebook- Likes (Pros)
• Another face for the business • Personalisation of business pages with comments, sharing facilities etc • Interaction with followers Easy engagement – customers can “Like” button or add a comment to engage • Interaction with other businesses. Connect with your suppliers, distributors, or contractors. © 2012
Facebook for business
• Set up “Business Page” • Visuals are GREAT!! not “Profile” • Completely free, supported by advertising if required • Advocates are key – encourage feedback • Set up “Like” icon on web pages © 2012
Create a page ©
2012
Facebook 2012 Updates
• Timeline Feature • SEARCH!!!!! • Custom Tabs (Views & • ‘Pin’ option (posts last Apps) longer!) • Facebook Developer – developers.facebook.com /apps e.g add your Pinterest Account • Insights © 2012
Mobile © 2012
Insights © 2012
Facebook interactions
600 500 400 300 200 100 0 Birmingham Leicester Manchester Nottingham © 2012
Facebook tips
B2C Interaction E-word of mouth © 2012
A bit more
… © 2012
Social Media
Twitter “Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. Simply find the accounts you find most compelling and follow the conversations.” © 2012
Twitter © 2012
Twitter © 2012
Twitter © 2012
Twitter © 2012
Twitter © 2012
Twitter © 2012
Twitter © 2012
Twitter © 2012
Twitter: re-tweeting © 2012
Twitter
My interests © 2012
Twitter
Business uses © 2012
Twitter 1.
Engage with industry leaders… © 2012
Twitter
…they can give you exposure! (20k+ followers) © 2012
Twitter
2. Sniff out new business © 2012
Twitter http://tweet.grader.com/location/ 3.
Find advocates. Local ones… © 2012
Twitter
… and by searching biographies © 2012
Twitter
4. Promote your other content © 2012
Twitter
5. Embed in a website https://twitter.com/about/resources/buttons Use Settings > Widgets in Twitter account © 2012
Twitter 6.
Watch your competitors © 2012
Twitter
7. Advertising © 2012
Twitter : info,
tips and tricks Promote your @ID or #hashtag © 2012
Twitter : info,
tips and tricks A management tool © 2012
Twitter : info,
tips and tricks When’s best to Tweet? © 2012
Twitter : info,
tips and tricks Simple cleanup tools © 2012
Twitter
Twitter Small Business Guide: www.bit.ly/LfShmZ © 2012
Activity
On paper, write a quick twitter plan based around an event, e.g. product launch, networking event Think about the days, times to post, tweet content, photo or not, hashtags and IDs to use. Practice keeping to Twitter 140 (120!) character limit © 2012
Lunch © 2012
Agenda
9.30 The Social Media ‘big picture’ Mark 10.00 LinkedIn: the social media everyone should use Scott 11.00 Coffee 11.15 Facebook and Twitter for your business Xiao + Scott 12.45 Lunch 1.45 Exposing your visual side: YouTube + Pinterest Ellie 2.30 Location, location, location: Foursquare. Xiao 3.00 Coffee 3.15 Google+ Xiao 4.00 Don’t Panic: managing your networks and your time. Scott © 2012
Exposing your visual
side © 2012
Image sharing is
big business! “Social Media is Video” (Social Media Examiner, 2012) £1billion of all Facebook activity revolves around photos (HBR 2012) © 2012
YouTube
“YouTube is a platform for uploading, viewing, sharing, discussing and rating video content online….” © 2012
YouTube Stats
800 million unique users visit YouTube each month 3 billion hours of video are watched each month 72 hours of video are uploaded every minute © 2012
YouTube
How it works/main features © 2012
Encourage
sharing © 2012
YouTube
How it works/main features © 2012
YouTube © 2012
View visitors by
geography, demographics, traffic sources © 2012
4 reasons to
use YouTube Facebook YouTube Twitter Yahoo Answers Also UK’s 2nd biggest search engine! Gumtree UK LinkedIn Top 10 Social Media Tumblr December 2011 Moneysavingexpert (Experian Hit Data) Moshi Monsters Stumble Upon © 2012
4 reasons to
use YouTube Google rankings! Google own YouTube!!! © 2012
4 reasons to
use YouTube © 2012
4 reasons to
use YouTube © 2012
Pinterest
“Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes. Best of all, you can browse pinboards created by other people.” © 2012
© 2012
Pinterest
10 million+ users 80% (fastest network to achieve this) High monthly time spent Comscore, jeff bullas, MediaPost, PookyShares. © 2012
Pinterest Comscore, jeff bullas,
MediaPost, PookyShares. © 2012
Pinterest: how you
can use it © 2012
Pinterest: how it
works © 2012
Pinterest: how it
works © 2012
Pinterest: how it
works © 2012
Pinterest: how you
can use it Share your products © 2012
Pinterest: how you
can use it Others then follow, ‘repin’ or ‘like’ © 2012
Pinterest: how you
can use it Showcase your expertise © 2012
Pinterest: how you
can use it Become a thought leader © 2012
Pinterest: how you
can use it Not just for B2C companies © 2012
Pinterest: how you
can use it © 2012
Pinterest: how you
can use it © 2012
Pinterest: how you
can use it © 2012
Pinterest
http://pinterest.com/pinterestbiz/pinterest-marketing/ Business Tips for using Pinterest . © 2012
“Other visual networks
are available” “We want to help people make their photos available to the people who matter to them.” © 2012
“Other visual networks
are available” “Your videos belong here” © 2012
“Other visual networks
are available” “It’s a fast, beautiful and fun way to share your photos with friends and family.” © 2012
© 2012
Visual media applications
What are customers saying about your competitors, anyone disgruntled……. Power of key clients © 2012
Visual media applications
Profiles on Facebook and YouTube Impact: Web enquiries up by 180% Increase in conversions and sales © 2012
Visual media –
Get Creative Provide better support © 2012
Visual media –
Get Creative Go viral! © 2012
Visual media –
Get Creative © 2012
Creating your own
visual content DIY animation tools: http://www.powtoon.com http://sparkol.com/videoscribe.php © 2012
Activity
Choose a company on your table and brainstorm ways they could use video or imagery for the benefit of their business. Be prepared to share the best/wackiest idea with the group. © 2012
Welcome © 2012
4sq what?
A day? - 4.16 © 2012
4sq what?
I don't care All 4sq cares who you are WHO you are Where you're from Where you are What you did What you did What you doing © 2012
4sq – who
needs it? © 2012
4sq how?
20% © 2012
Social, Game, Review,
Location!!! © 2012
Mobile based -
GPS 20% © 2012
4sq why?
80% + 2/3 + © 2012
To start with… ©
2012
© 2012
Han Dynasty –
Virtual to Physical © 2012
Han Dynasty Location!
Location! Location! Social Geographical Physical © 2012
4sq tips……
Location based promotion Simple but Smart Tracking Virtual VS Physical © 2012
Coffee © 2012
Agenda
9.30 The Social Media ‘big picture’ Mark 10.00 LinkedIn: the social media everyone should use Scott 11.00 Coffee 11.15 Facebook and Twitter for your business Xiao + Scott 12.45 Lunch 1.45 Exposing your visual side: YouTube + Pinterest Ellie 2.30 Location, location, location: Foursquare. Xiao 3.00 Coffee 3.15 Google+ Xiao 4.00 Don’t Panic: managing your networks and your time. Scott © 2012
Welcome © 2012
G+ what? © 2012
G+ what? © 2012
G+ why? © 2012
G+ for business ©
2012
G+ VS All ©
2012
G+ VS Twitter ©
2012
G+ VS Twitter ©
2012
G+ VS FB ©
2012
G+ VS LI ©
2012
G+ VS Eventbrite ©
2012
G+ VS Flickr ©
2012
G+ VS Flickr ©
2012
G+ VS 4sq ©
2012
G+ Pages © 2012
G+ VS YouTube? ©
2012
Multi
Screen Google 10 History Media Share Apps © 2012 API
G+ tips……
All in One Google Apps Integration Its from Google © 2012
Activity
Google+ session - hold a hangout for 10 people, where Scott and Xiao are presenting a document to the remaining people. © 2012
Don’t Panic! © 2012
Don’t Panic!
Focus © 2012
Don’t Panic!
Plan it like a wedding © 2012
Don’t Panic!
Be time aware © 2012
Case Study © 2012
Case Study © 2012
Case Study © 2012
Activity
On paper, start writing a simple strategy for your business. What are your goals and objectives? What networks do you want to work with? What are your tactics for each? © 2012
What Next Innovation Programme
– Other workshops 3D Printing Cloud for Business www.wmgsme.eventbrite.com Talk through a project….. © 2012
How to kick
off your social media? SME Programmes Team, WMG @WMGSME Talk to Talk to each other wmgsme@warwick.ac.uk people like the SME 024 7657 5594 team Google it! Social Media footprint: Come back and WMG will help © 2012
Thank You! © 2012
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