RSA Conference Exhibitor List 2024 - Exhibitors Data
Social Media and Small Business
1. Social Media &
Small Business
A quick primer
Digital Arts Expo, 5th November 2009
Alex Grech
2. “Social Media is a bit like teen sex.
Everyone wants to do it. Nobody knows how.
When it’s finally done, there is surprise that it’s not better.”
Avinash Kaushlik, Analytics Evangelist, Google.
4. “SOCIAL MEDIA describes a new
set of internet tools that enable
shared community experiences,
both online and in person.”
Source: technologyintranslation.blockwork.org
8. Inactives
Spectators
Joiners
Collectors
Critics
Creators
Who uses social media?
Source: Groundswell, Forrester Research, 2008.
Publish a blog
Publish your own web pages
Upload video you created
Upload audio/music you created
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add ‘tags’ to web pages or photos
‘Vote’ for websites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
10. 1. It’s HUGE
2. It’s TRUSTED
3. It IMPACTS YOUR BUSINESS
4. It’s NOT GOING AWAY
Why bother with Social Media?
11. 2/3 OF THE GLOBAL INTERNET POPULATION
VISITS SOCIAL NETWORKS
Nielsen, Global Faces & Networked Faces, 2009
#1
It’s HUGE
12. SOCIAL MEDIA MAKES UP ALMOST 10% OF ALL
INTERNET TIME.
THAT’S AN 83% INCREASE OVER THE PAST YEAR.
Nielsen, Global Faces & Networked Faces, 2009
#1
It’s HUGE
13. Source: The Nielsen Company, 2nd June 2009
#1
It’s HUGE
TIME SPENT ON SOCIAL NETWORKS IS GROWING
AT 3X THE OVERALL INTERNET RATE,
ACCOUNTING FOR 10% OF ALL INTERNET TIME
Nielsen, Global Faces & Networked Faces, 2009
15. Source: Universal McCann Comparative Study on Social Media Trends, April 2008
13,000,000The number of articles available on Wikipedia
#1
It’s HUGE
16. 83% have watched movies online
45% of teens spend time on the internet and 28% in front of TV
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
Nielsen, Global Faces & Networked Faces, 2009
100,000,000The number of YouTube videos viewed per day
#1
It’s HUGE
17. 77% of active online users have read a
blog
346,000,000 read blogs globally
Blogging grew by 68% last year
Source: http://technorati.com/state-of-the-blogosphere/
#1
It’s HUGE
WORDPRESS currently being downloaded
430,000 times a WEEK
18. Source: Universal McCann Comparative Study on Social Media Trends, April 2008
3,600,000,000The number of photos archived on Flickr at June 2009
#1
It’s HUGE
19. 57%
joined a social network
Source: Universal McCann Comparative Study on Social Media Trends, April 2008
Over 110,000
in Malta network
Source: O’Reilly Media, August 2009
#1
It’s HUGE
20. 3,000,000
The average number of tweets per day
Immediacy Brevity
‘Pull’ not
‘push’
Searchability
Mix of public
& personal
Retweeting
1382%The monthly growth rate of Twitter users from January to February 2009
#1
It’s HUGE
22. People trust each other, and now they have the tools to
communicate with each other using social technologies and
mobile with or without brands involved.
Trust has shifted to the participants.
Jeremiah Owyang, www.web-strategist.com
#2
It’s TRUSTED
Companies aren’t trusted,
brands aren’t trusted, and nor
are your executives.
23. 78%
OF PEOPLE TRUST THE
RECOMMENDATIONS OF
OTHER CONSUMERS.
Source: Nielsen, Trust in Advertising Report, 2007
SOCIAL MEDIA IS DEMOCRATISING COMMUNICATIONS. BIG TIME.
#2
It’s TRUSTED
24. The old communication model was a MONOLOGUE.
14% OF PEOPLE TRUST ADVERTISING
#2
It’s TRUSTED
Source: Nielsen, Trust in Advertising Report, 2007
25. SOCIAL MEDIA IS LIKE WORD OF MOUTH ON STEROIDS.
#2
It’s TRUSTED
26. SOCIAL MEDIA IS DEMOCRATISING COMMUNICATIONS. BIG TIME.
#2
It’s TRUSTED
27. PEOPLE ARE TALKING ABOUT
YOUR BRAND RIGHT NOW.
#3
It IMPACTS YOUR BUSINESS
28. The brand does not live in the voices of PR.
It lives in the VOICES of YOUR CUSTOMERS.
Source: Forrester Research, 2009.
#3
It IMPACTS YOUR BUSINESS
40. “IN 2009, IF YOU’RE NOT ON A
SOCIAL NETWORKING SITE,
YOU’RE NOT ON THE
INTERNET.”
Source: IAB Platform Status Report – User Generated Content, Social Media & Advertising
42. Social
• People’s desire to network
• Increasing reliance on word
of mouth
• Rebel against institutional
power
Technology
• More and more people online
• Faster, ubiquitous
connections
• Web 2.0
• Convergence finally meets
user-generated content
Economics
• Crowd sourcing
• Scramble for new business
models (freemium still
being deployed)
Social media is a
GROUNDSWELL
from a collision of
three forces
50. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A
SOCIAL MEDIA PRESENCE.
85% BELIEVE IT SHOULD INTERACT WITH ITS CUSTOMERS.
Cone, Business in Social Media Study, 2008
53. Employees will
WASTE TIME
• Sensible social media guidelines
• Mobile devices mean you cannot
stop people getting access to the
Internet
54. 55We will lose control
of OUR BRAND
• You never had much control!
• Better to listen and take remedial
action
• Your community will come to your
defence if attack not merited
55. It’s NOT REALLY
FREE!
• It needs the same commitment,
funding and ownership as any
other strategic initiative
• Get someone who has got their
hands dirty with social media on
board!
56. 57
We will give away
SECRETS!
Risks not mitigated by non-
participation. Just train people to be
sensible.
57. We can only do
PR!
If you can only shout, don’t get into
social media, because you will be
found out
59. Social Networking Activities of US companies
31%
30%
29%
23%
23%
21%
18%
14%
13%
11%
0% 5% 10% 15% 20% 25% 30% 35%
CEO is on Facebook
Social networking is part of business and
operations strategy
Utilise social networking as a tool to manage and
build our brand
Utilise social networking as an internal
communications tool
Utlise social networking for recruiting
Utilise social networking to engage employees
Company has an employee-created Facebook
group
CEO has a Twitter profile
Post corporate videos on YouTube
Company has a corporate-sponsored Facebook
group
% of respondents
Source: Deloitte Ethics & Workplace survey, May 19 2009 (n=500)
60. 0.0% 20.0%40.0%60.0%80.0%
Branding
Information sharing
Public relations
Understanding…
Lead generation
Collaborative work
Internal communication
Sales support
71.8%
70.5%
65.8%
56.6%
54.9%
38.4%
32.1%
25.8%
Which of the following business
functions do you use social media
to improve?
Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected
between March 13th and April 4, 2009
61. 6.3%
7.9%
11.2%
13.3%
16.8%
17.3%
25.4%
1.8%
Which one business function are you most
considering using social media for?
Sales support
Collaboration
Information sharing
Understanding customers
Public relations
Branding
Lead generation
Internal communication
Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected
between March 13th and April 4, 2009
63. 71.9%
68.7%
55.1%
48.6%
20.0%
15.3%
5.8%
Sharing breaking news
Extending a personal face to…
Keeping in immediate touch with…
Getting feedback from customers
Offering products for sale
Organise meetings
Keeping management in touch with…
Twitter functionality used by business
Source: Social Media Today, June 2009: members survey based on sample of 632 respondents,
collected between March 13th and April 4, 2009
64. 6.9%
10.0%
15.5%
18.1%
20.8%
27.3%
25.4%
What function is your organisation planning to
use Twitter most in the future?
Organising meetings
Offering products for sale
Getting feedback from
customers
Sharing breaking news
Extending a personal face
to customers
Keeping in immediate
touch with customers
Keeping top management
in touch with financial
community
Source: Social Media Today, June 2009: members survey based on sample of 632 respondents, collected
between March 13th and April 4, 2009
65. What are
the best
tactics to
use?
How do I
measure
ROI?
Where do I
start?
TOP QUESTIONS BUSINESS PEOPLE WANT ANSWERED
70. Always ALIGN your SOCIAL MEDIA objectives with your
BUSINESS objectives
INCREASE
SALES
CONTROL
COSTS
MAKE
CUSTOMERS
HAPPY
ENHANCE
THE BRAND
Objectives
2
Some of these objectives SHOULD be QUANTIFIABLE
75. Increase Time
spent on site
Develop
Customer
service metrics
Encourage
Repeat visits
Increase
number of
reviews
Offer more to
Followers,
Fans, Friends
Improve
service quality
using social
media
OBJECTIVE:
Increase awareness
Objective:
INCREASE
LOYALTY
Strategies
3
76. Increase
Click-throughs
Increase Time
spent on Site
Reduce
Bounce Rate
Incentivise
Repeat Visits
Offers to
Followers,
Fans, Friends
Set up Affiliate
deals with 3rd
Parties
Improve E-
commerce
landing pages
Objective:
INCREASE
SALES
Strategies
3
81. Decision-makers cannot make informed choices about the use of social media until
they have personally had experience with this technology
Technologies
4
97. Social Media is still evolving 98
Era of social
relationships
Era of social
functionality
Era of social
colonisation
Era of social
context
Era of social
commerce
Start
maturity
1995;
2003 to 2007
2007;
2010 to 2012
2009;
2011
2010
2012
2011;
2013
Descriptions Individuals assemble
and connect with each
other in online groups
Social networks
become operating
systems
Every website is
now social, even if
it doesn’t choose to
be
Websites deliver
personalised
content to visitors
Online groups
supplant brands
Consumers Use simple profile and
discussion features to
share with each other
Embed Web
applications &
widgets on their
profiles to make
experience more
fun & useful
Lean on their
peers’ opinions to
make decisions
about products
Opt in to share
their identity in
return for a more
relevant Web
experience
Work with peers to
define the next
generation of
products; also
purchase in groups
Brands Join online groups using
conversational marketing
or sponsorship, or create
their own community
Advertise, then
sponsor, then
create applications
to provide utility to
consumers
Focus on
influencers and
include social
recommendations
Provide specialised
content for visitors;
get rid of
registration pages
Lean on groups to
define products
Social
Networks
Struggle with
monetisation
Share as
developers to
monetise
applications
Aggregate all
implicit and explicit
data, creating a
new type of social
inbox
Become the
identity system of
the Web
Offer features to
help with product
design and vendor
management
Other Media The world is more
connected
Office apps
become social;
even solitaire
games have social
leader boards
Mobile devices
trigger in-store
displays to show
custom content
TV offers
personalised
interactive
channels for
viewers
A new PR agency
emerges that
represents online
groups – not
brandsSource: Forrester Research, 2009
110. Acknowledgements
Images from Flickr under Creative Commons licences
http://www.flickr.com/photos/60577574@N00/2281428223
http://www.flickr.com/photos/pinksherbet/233228813
@jasonbaer
@armano
@mzkagan
http://www.flickr.com/photos/larslars/718618057
http://www.flickr.com/photos/luc/1824234195
http://www.flickr.com/photos/andrewmorrell/55032223
Notas do Editor
Gege
Gege
A social network is a set of socially-relevant nodes connected by one or more relations. Nodes, or network members, are the units that are connected by the relations whose patterns we study. These units are most commonly persons or organizations, but in principle any units that can be connected to other units can be studied as nodes. These include web pages (Watts, 1999),
Gege
Gege
The Social Technographics Ladder classifies people according to how they use social technologies.
The users in this ladder represent an increasing amount of activism.
By examining users are represented we can determine WHICH strategies make sense to reach which users.
CREATORS make social content go. They write blogs, or upload video, music or text.
CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.
COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com
JOINERS connect in social networks like MySpace and Facebook
SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews
INACTIVES neither create nor consume content of any kind.
Gege
The Social Technographics Ladder classifies people according to how they use social technologies.
The users in this ladder represent an increasing amount of activism.
By examining users are represented we can determine WHICH strategies make sense to reach which users.
CREATORS make social content go. They write blogs, or upload video, music or text.
CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.
COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com
JOINERS connect in social networks like MySpace and Facebook
SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews
INACTIVES neither create nor consume content of any kind.
Alex
Alex
social media is a different kind of marketing because it has much to do with people communicating with each other and sharing ideas, feedback and recommendations.
Alex
Source: Nielsen, Trust in Advertising Report, 2007
Alex
Source: Nielsen, Trust in Advertising Report, 2007
Alex
Source: Nielsen, Trust in Advertising Report, 2007
Your stakeholders now effectively define what your brand stands for, based on their life-long interactions with your organisation, your service, your products, your people, your partners, your CSR activities, and other stakeholders.
You can’t tell them; you can only make sure your brand value permeates everything you do, continuously, so they end up reaching the conclusion about your brand that you want them to.
The social web analytics e-book.
http://www.socialwebanalytics.com/The_Social_Web_Analytics_eBook_2008.pdf
Convergence finally happening
Skype
Tools becoming useful at last, beyond just pure communication devices
Mobile + skype + social media + price falls +
Alex
And they’re smart, and not scared of making their voices heard.
Alex
It is already in use within the political scenario
Alex
Source: IAB Platform Status Report – User Generated Content, Social Media & Advertising
Many large corporations block their employees from accessing the Internet altogether. Others try to block employees from accessing personal email or social networks like Facebook during work hours.
In May, 2009, according to emarketer, there were 29 million smartphones in the United States. That's a lot of Internet access available to workers everywhere - and employers can't stop us from accessing the Internet - on breaks, at lunch, in the bathroom, you name it.
The value to workers of having Internet access - in terms of research, communication, and speed - is far greater than the threat of lost productivity. Companies have a right to make policies and rules about personal use of the Internet, but blocking it during work is just stupid.
"What if people say bad, mean, nasty things about our brand?“
Well, there may be things you need to change about your brand, and in that case, you should thank them for letting you know what they are. Then you should make changes.
If you have built an online community that includes people who don't hate you, that community will rise to your defense and they will handle the problem for you.
every person with a computer and even a tiny skill level has the tools to make their opinion about your brand heard by other people. They're already talking about you.
Your workers are talking about you in closed Facebook groups designed to keep you out so they can talk about you in peace.
Your customers are emailing, Tweeting, Facebooking, and that old standby - calling - their friends about their experience with your brand.
You don't have control. You might as well join the conversation. At least that way you can influence what is being said.
http://www.flickr.com/photos/larslars/718618057/
While many social media tools are free, knowing how to use them takes experience and perspective.
The boss' friend's high school or college kid can't integrate social media into the company's overall marketing. That requires experience and perspective. Having a large social network and a stellar online reputation helps too.
Just as there are carpenters who can knock together a book shelf and master carpenters who can create objects of genuine and lasting beauty, there are thousands of social media gurus (of all ages) who've never worked for an actual client. Hire them at your own peril.
Geoff Livingston said it beautifully in a recent post:
"Parroting and/or reporting what you see on the Internet does not equate to actual savoir faire. Nor does it make someone fit to offer insights or counsel."
A corporate blog has never been fatal to an organization. NBC cameraman Jim Long said the often a company’s entry into social media is a clumsy, shotgun blast and that there’s an equal chance of looking foolish by having a ham-fisted marketing department launch a social media presence as there is if a rogue employee “goes off” on Twitter. The risk of social media is not abated by not participating. And really, while there have certainly been some hiccups and miscues along the way, social media has yet to be the undoing of any company.
f you don't already have a social media policy, you need to create one.
If you don't trust your employees to talk to customers, or to represent the brand, you need to look at 1) your hiring practices, 2) your training practices,
http://www.flickr.com/photos/moogy/3046483472/
If you can only do PR, you’re going to be found out
Alex
DO I NEED THIS?
Alex
Profile target groups
Understand target groups social activities
Identify inner champions (senior policy officers, IT, Communications people)
Set clear business goals for participation in social media
How do you want relationships with target groups to change?
How can you ‘curate’ conversations?
How can you secure internal and external buy-in?
Select appropriate social media tools to support strategy
Benchmark Tools
ROI
Customer Participation tools
Monetary – increase sales, reduce costs
Non-monetary
All lead to ROI
Gege
The Social Technographics Ladder classifies people according to how they use social technologies.
The users in this ladder represent an increasing amount of activism.
By examining users are represented we can determine WHICH strategies make sense to reach which users.
CREATORS make social content go. They write blogs, or upload video, music or text.
CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles.
COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com
JOINERS connect in social networks like MySpace and Facebook
SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews
INACTIVES neither create nor consume content of any kind.
Alex
Alex
Sometimes the most powerful argument to support using social media is the visibility for an issue or mission that it can offer.
Alex
Sometimes the most powerful argument to support using social media is the visibility for an issue or mission that it can offer.
http://rohitbhargava.typepad.com/weblog/2009/02/why-government-needs-social-media-now.html
Alex
Alex
Sometimes, it pays to feature your employees, rather than yourself
INCENTIVISE your employees to use social media. They can be your best ADVOCATES
Live the lives of your customers. Turn them into your biggest ADVOCATES
It’s all about the PERSONAL now
http://www.flickr.com/photos/pinksherbet/233228813
One of the complaints about social media is that it can't be measured. But there are many things that can be measured, including engagement, sentiment and whether increased traffic leads to sales.
Those results can't be produced or measured in the short term. Like PR, social media marketing often produces its best results in the second and third year.
Alex
This is the new way of the world.
Despite old-fashioned concerns about employees goofing around , and real, to-be-addressed concerns about privacy and security, people are working, learning, collaborating and living differently. It's happening.
And, even as some of the tools fall to the wayside and new ones developed, expectations of citizens and employees are out of the bottle. They can't be put back in.