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May - June 2010 Transformational ICT The Benefits of Social Media for Business

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Identity WEBTREATS etc How many icons do you recognise? #TICTEM10

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Agenda <ul><li>Social Media – Quick reminder </li></ul><ul><li>7 Roads methodology </li></ul><ul><li>Social Media in action </li></ul><ul><li>Successful engagement </li></ul><ul><li>Making it simple </li></ul><ul><li>3 Point Action Plan </li></ul>

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Where do we go from here?

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Old Media vs. New Media <ul><li>“ Don't add technology to the way you do things, change the way you do things when you see what the technology can do.” </li></ul><ul><li>Marcus Romer </li></ul><ul><li>Artistic Director - Pilot Theatre Company. </li></ul>

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Social Media <ul><li>The online tools and platforms that people use to share opinions, insights, experiences , and perspectives with each other. </li></ul><ul><li>Social media can take many different forms, including text, images, audio, and video. </li></ul><ul><li>Popular social mediums include blogs, message boards, podcasts, wikis. </li></ul>

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7 Roads of Social Media <ul><li>Generate new leads / find work? </li></ul><ul><li>Provide customer service? </li></ul><ul><li>Improve customer retention? </li></ul><ul><li>Increase your knowledge? </li></ul><ul><li>Competitors alignment & metrics? </li></ul><ul><li>Establish your authority as an expert? </li></ul><ul><li>Do business more productively? </li></ul>

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Business Benefits <ul><li>Cost effective web updates </li></ul><ul><li>Greater control of your web content </li></ul><ul><li>Boosted organic Google listings </li></ul><ul><li>Cost reduction on printed materials </li></ul><ul><li>Strengthens networked connections </li></ul><ul><li>Collaborative knowledge sharing </li></ul>

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What can it do? <ul><li>Greater access marketing materials </li></ul><ul><li>Greater reach marketing materials </li></ul><ul><li>Facilitates word of mouth sharing </li></ul><ul><li>Enables viral sharing </li></ul><ul><li>Increases repeat business </li></ul><ul><li>Rewards advocacy </li></ul>

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Tell me... <ul><li>When do you feel least in control of your online activity? </li></ul><ul><li>When do you feel most in control of your online activity? </li></ul>

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Time <ul><li>Email updates </li></ul><ul><li>Mobile updates </li></ul><ul><li>User generated content </li></ul><ul><li>Voice to text </li></ul><ul><li>Webinars </li></ul><ul><li>RSS </li></ul>

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Webinars <ul><li>Team building </li></ul><ul><li>Cost saving </li></ul>

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The big three

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Facebook – is it safe? http://nyti.ms/bAj58M

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Facebook – what’s on offer? <ul><li>Status Updates </li></ul><ul><li>Groups & Fan Pages </li></ul><ul><li>Forum discussions </li></ul><ul><li>Notice Boards / Wall </li></ul><ul><li>RSS Feeds </li></ul><ul><li>PPC targeted advertising </li></ul><ul><li>Video & Photos </li></ul><ul><li>IM live chat </li></ul>

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The State of Facebook <ul><li>News Feed </li></ul><ul><li>Profile </li></ul><ul><li>Groups </li></ul><ul><li>Pages </li></ul><ul><li>Applications </li></ul><ul><li>Likes </li></ul>

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Facebook Groups Nov 2008 1,623 members 2064 1195 140 745 341 800 August 2009 3,539 members 6 Scotland based Groups May 2010 5,285 members

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Do they like you? <ul><li>Shows up in “News Feed” </li></ul><ul><li>Individual products </li></ul><ul><li>Specific product marketing </li></ul><ul><li>Page approval </li></ul>

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Twitter

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Micro blogging

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Twitter - land <ul><li>Stats & Analytics tools </li></ul><ul><li>Tacking conversations </li></ul><ul><li>Many Tweets in one stream </li></ul><ul><li>Twitter central control </li></ul><ul><li>Promotions </li></ul><ul><li>Backchannel </li></ul><ul><li>Research </li></ul>

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Engage & Listen <ul><li>Reinforce existing connections </li></ul><ul><li>Stay informed </li></ul>

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Community & Collaboration <ul><li>Recent activity </li></ul><ul><li>Status updates </li></ul><ul><li>Personal profiles </li></ul><ul><li>Groups </li></ul><ul><li>Forums </li></ul><ul><li>Blog / Notice board </li></ul><ul><li>Events calendar </li></ul><ul><li>IM live chat </li></ul><ul><li>Photos / Video / Audio </li></ul><ul><li>Measurable stats </li></ul>www.axiscentre.ning.com

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Social Media in action

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Sample campaign <ul><li>Campaign </li></ul><ul><li>Goals </li></ul><ul><li>Promotion </li></ul><ul><li>Cost to create (including time spent) </li></ul><ul><li>Reaction </li></ul>Slideshow and accompanyingblog post demonstrating ROI

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Adding perspective <ul><li>Visitor time spent at the target media </li></ul><ul><li>Flickr and Twitter views </li></ul><ul><li>View from embeds </li></ul><ul><li>URL shortener clicks </li></ul>Figures taken from an original presentation created by Julie Delvaux

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ROI Price List <ul><li>Unique visit to the blog post - £1 ( timed by av. time on post) </li></ul><ul><li>Each returning blog visit - £1.50 </li></ul><ul><li>A view on SlideShare (excl. embeds) - £1 </li></ul><ul><li>A view from embeds - £2 </li></ul><ul><li>A view of the screen grab on Flickr - £0.50 </li></ul><ul><li>A view of the link on Twitter/bit.ly - £0.50 </li></ul><ul><li>A comment - £1.50 </li></ul><ul><li>A SlideShare download - £1.50 </li></ul><ul><li>A fave on SlideShare - £1.50 </li></ul><ul><li>An embed from SlideShare - £1.50 </li></ul><ul><li>A Flickr click-through - £1.50 </li></ul><ul><li>A Twitter click-through - £1.50 </li></ul>

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ROI – Worth vs. Return <ul><li>Can you relate social media engagement to purchases? </li></ul><ul><li>What metric are currently in place to measure existing business ROI? </li></ul><ul><li>What is your goal with each social media campaign? </li></ul><ul><li>How are you going to measure the goal? </li></ul><ul><li>Does authority and reputation have a monetary equation? </li></ul>

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Social Media in action Manchester International Festival

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Old Media meets New Media <ul><li>Magazines </li></ul><ul><li>Papers </li></ul><ul><li>Fliers </li></ul><ul><li>Posters </li></ul><ul><li>Programs </li></ul><ul><li>Business Cards </li></ul><ul><li>Buses </li></ul><ul><li>Signs </li></ul><ul><li>T-Shirts </li></ul>

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Engagement <ul><li>QR codes </li></ul><ul><li>Geo-location </li></ul>http://bit.ly/b71cEe

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Events & conferences

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Ambient participation

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More than on paper… www.slideshare.net/pcmcreative

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Making it Work <ul><li>Start small. </li></ul><ul><li>Schedule social media time. </li></ul><ul><li>Make the web part of your process. </li></ul><ul><li>Pick your platforms. </li></ul><ul><li>Define your goals & expectation. </li></ul><ul><li>Formalise practice and conduct </li></ul>http://bit.ly/policytool Plan – Prep – Deliver – Reflect - Report

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Call to Action <ul><li>Identify your top 3 priority roads </li></ul><ul><li>3 services to investigate further </li></ul><ul><li>Run the Policy Tool </li></ul>

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Questions WEB: http://www.pcmcreative.com BLOG: http://pcmcreative.typepad.com TWITTER: http://twitter.com/pcmcreative RETAGGR: http://www.retaggr.com/card/pcmcreative Home of the Purple COG Monster Internet Strategies that work - PCM creative provides web consultancy, social media and optimisation packages for creatively minded people looking to affect change and explore the potential of incorporating a new media strategy into their business. PCM creative in action community network on Ning