The slides from my presentation given on 29 July 2010 to an audience of 25 clients and contacts and the IOD Bristol. Find out more at http://wwwDigital-divinity.co.uk

1. Social Networking for Business Success Richard Dennys Principal Consultant Digital Divinity Liimited http://www.digital-divinity.co.uk Tel +44 (0) 843 289 5 389 @digitaldivinity

2. What is Social Media Marketing? “Social media marketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix—advertising, personal selling, public relations, publicity, direct marketing, and sales promotion—to produce a customer focused message.” http://en.wikipedia.org/wiki/Social_media_marketing

4. Hierarchy of Needs and Social Media Maslow’s Hierarchy of Needs: Social Media

5. Social Networking Statistics

6. Social Media in the UK 2010 ClickLink

7. The Ups and Downs of Social Networking around the world

8. Top Five Social Networks by Country

9. Time spent on Facebook in June 2009 and 2010 by Country

10. Why is it important?

11. Why is it important? Interests offline resonate further online, trends on the web bubble into real life, and mobile technology makes it vast and instant; essentially, social media is now always in the mix and brands have to engage with this new reality. It’s not a question of whether social media is right for your idea. It’s a question of which social media platforms are right for you and then employing the right approach for your brand in that medium.

12. Why is it important?

13. Brand and Reputation

14. Brand and Reputation

15. The Power of Recommendation, Advocation and Testimonial That’s great, I have more trust and respect for that person Recipient Please have some valuable knowledge, to help you and make me look good Advocate It didn’t work, your advocation was false, I trust and like you less

16. How does it work?

17. How does it work? There are numerous Social Networking services to register with and use, usually for free (providers make their money generally through advertising, or perhaps by providing certain features to premium users) They provide us with a virtual map of the real world social web, allowing us to connect and communicate with different groups of people on different levels, from family and friends to complete strangers. Understanding privacy concerns is extremely important, therefore. Nowadays, it is very simple to register and begin using these services, but to understand how to make best use of them in a business and marketing context, takes some experience.

18. How does it work? Lighting the Bonfire.. In order to get the viral message moving, mainly focus on collaborative content. Very similar to the school playground! Comedy Photos and Videos Informative Diagrams Jaw Droppers / No Ways Schadenfreud Free stuff ORIGINAL breaking news

19. A basic understanding of Facebook and Twitter in a Business context

20. Facebook 1. Register Personal Profile... ...vs. Creating a Page

21. Facebook 2. Create/Edit your Page profile Do you want to connect your Twitter account, or simply use a Twitter client instead? Consider what information you put down carefully. It can always be changed at a later date but, generally, less is more to begin with. To add more administrators, etc. click on ‘Edit Page’ below the profile photo The whole process (sign up and basic profile creation) should take no more than 10 minutes

22. Facebook 3. Use it! Firstly, as a quick way of gaining fans use the ‘suggest to friends’ tool Provide interesting, meaningful posts with a suitable frequency. Try to encourage activity amongst fans - don’t simply talk at them! Would creating an event be worthwhile?

23. Facebook Fan page back end management

24. Twitter 1. Register The sign-up process takes a couple of minutes max.

25. Twitter Overview Essentially a global, public chatroom, allowing you to update followers with information and follow others, limited to 140 characters per update. #hashtags search.twitter.com URL shorteners: e.g. bit.ly, tinyURL, is.gd www.twitter.com/your_username - choose your username wisely You can share media: e.g. TwitPic, Yfrog Third-Party applications (‘clients’) for Mobile, Windows/Mac, Web e.g Tweetdeck, Twitterific, Brizzly Geo-location of tweets (like FourSquare) @username replies d username direct messages RT retweets (2 types) .@username replies /cc @username (via @username)

27. Threadsy (www.threadsy.com)Desktop: - Tweetdeck (requires Adobe Air - www.tweetdeck.com) - Twhirl (requires Adobe Air - www.twhirl.org) iPhone: - Twitter (official application) - Tweetdeck - Twitteriffic Blackberry: - Twitter (official application) - Twitterberry Clients are available for other mobiles and SMS updates are possible for non-smartphone users.

28. Semantics @username replies are public (show up on your profile) but don’t appear in followers’ feeds, unless they also follow the person it’s directed to. d username a direct message - private. (Does not appear on your profile page or in other people’s feeds, even if they follow them also) RT A retweet, either direct or edited. A simple way of sharing interesting tweets with your followers/showing appreciation for a particular tweet. .@username a reply which you want everyone to see /cc @username draw a tweet to a particular person’s attention widely used (via @username) pay respect to a particular user who introduced you to something

29. Sharing Media Pictures, Videos, Audio Most Twitter clients make this easy by using default services. e.g. Yfrog , Twitvid, Twaud.io. These services generally don’t require you to sign up with them- they automatically create an account based on your Twitter name. They automatically create a short URL (to conserve space) which people can click on to view and comment on (with their Twitter username).

30. URL Shorteners URL shorteners can be used in all forms of web communication but are particularly prevalent on Twitter because of the 140 character limit on messages. There are a few different services available (e.g. bit.ly, is.gd, tinyurl.com, etc. - again, most clients use a default to auto-shrink URLs). Bit.ly The most popular URL shortener by far - provides simple analytics. To see info of any bit.ly link, simply add a ‘+’ after the URL in the address bar

31. Hash tags and Searches using or creating a #hashtag shows a tweet relates to a particular topic e.g. #worldcup2010 #eng and automatically creates a clickable search query for that term. Usually they’re as short as possible (to conserve characters for your message) but you can make them as long/random as you like. #hashtags search.twitter.com Twitter automatically provides a list of what’s popular on Twitter called ‘Trending Topics’. If you want to search for something specific though, you can. This can be useful for a number of reasons:

32. Geo-Location If using a client with access to geo-location data (e.g. smartphone, some web browsers), you can apply a location to a tweet. This allows users to see what people are saying in a certain area (locally, for example).

33. Client Cases and Best Practices

34. Frankie and Benny’s Prominent location next to navigational area Use of ‘great offers’ as an incentive to follow

35. The harsh reality of public forums (Frankie & Benny’s Facebook Wall) Negative Posts/Feedback

36. Frankie and Benny’s Twitter feed More control over the stream: More positive posts (Re-Tweets)

37. But... Still the potential for negative public attention

38. Innocent Less Prominent positioning of social network links (+ use of Flickr and YouTube)

39. Innocent’s Social Networks Facebook is more positive (better product?) Twitter more conversational (less promotive) Own fully-fledged blog (typepad) YouTube + Flickr

40. Ben & Jerry’s UK, less prominent US/International, slightly more prominent

41. Ben & Jerry’s social networks Separate International/American and UK sites Similar to Innocent - Generally positive facebook posts; Less promotive, more conversational on Twitter;

42. By the numbers... US US UK UK What does this say? Demographical differences?

43. The Local Over 9,000 facebook fans Over 2,700 Twitter followers

44. How to Market Locally

45. Twitter Find local Twitter users: There are a few companies who use Twitter APIs to provide real-time feeds. One of the best is Twitterfall: (www.twitterfall.com)

46. Facebook Facebook Advertising Shows exactly how many registered users your query is applicable to

47. Linked In Linked In Targeted Advertising

48. How to measure success?

50. Generate buzz around your product

51. Get the attention of your target market

52. Encourage participation

53. Do some research/gain feedback

54. Divert a PR crisis

55. Create an ongoing community of fans

57. More on Metrics and KPI Site metrics, Advertising metrics (e.g. Google and Facebook) KPI examples Site - Unique visitors, No. of Impressions, etc. Twitter - No. of followers, mentions, RTs, etc. http://www.backtype.com/ Facebook - Advertising analytics + Fan Page No. of wall posts, discussions, views, etc.

58. The General ‘Rules’ of social networking

60. Being dictatorial

61. Short term and all about me

62. Rushing in and then disappearing

63. Patronising

64. Listening, responding

65. Discussing, conversing

66. Long term and about both of us

67. Maintaining a relationship

69. Developing your social marketing strategy for your business 1. Fish where the fish are - engage with your target audience in the right places 2. Integrate effectively - join the conversation, add value, build trust - listen as much as you talk - remember it’s real-time: keep up! 3. Keep on top of current trends - don’t apply outdated thinking to new realities - social media has democratised the web - understand this and play the game

70. Why is it important?

71. Developing your social marketing strategy for your business

72. Thank You! Richard Dennys @DigitalDivinity