5. What we will cover How do networks work? Why does social media matter? Benefits and challenges The Tools Getting Started Questions to ask Measuring Results The Future 3
15. Why does Social Media Matter for Business A lovely introduction to why social media matters for business: 9
16. Why Social Media Matters What's happening in principle? Media and businesses no longer control the agenda who does? the consumer the dangers? 10
17. Why Social Media Matters Stage 1 - consumers to do things for themselves - create news -buy/sell products to others -customers do own admin eg online purchases - products/airline/ Stage 2 in doing all this businesses or consumers can act to engage by creating community 11
18. Why Social Media Matters Key reasons: Defensive and Offensive : Rules of Game have changed Without Social Media expertise you are at risk Rules of the marketing game have changed New lower cost marketing strategy than print advertising and PR Important for B2C and B2B 12
38. Getting Started with Social Media Questions to ask before you start with social media : What is needed and what is possible? People Objectives Strategies Technology 18
39. Behind POST People : Who are your customers? How do they engage? What excites them? What are they saying about your company, sector, product area? 19
40. People : what are they saying? Social Media Monitoring Tools eg : http://www.icerocket.com http://www.socialmention.com List for reference http://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed/ 20
41. Behind POST Objectives : What do you hope to gain for your business? - eg Marketing? Customer interaction? Customer innovation? 21
42. Behind POST Strategy How do you want relations with cusomers/employees to change? 22
62. Steps towards getting started Define plan and objectives Involve employees Get closer to customers Think like a journalist and publisher Create a community Measure what is most important 26
70. From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft Interview Identify : 1 Good practice 2 Challenges 3 Ideas for your business Write on Post Its and put on Flip chart for each case study Afternoon discussion/feedback session 1 Group to summarisefindings from flipchart nearest your table 2. One person from each table to feedback to whole course 32
71. OMM case study event of 2008 Seathwaite, Borrowdale, Cumbria 33
72. The business an event founded 1968 2 day mountain marathon for teams of 2 carrying all equipment and food for days days unsupported overnight camp with c1200 tents. no support other than water. product design development manufacturing sales packs and clothing lightweight and suited for adventure racing events 34
74. Event event merchandise tees sweats etc a high kudos event a status symbol car stickers 3,000 competitors was first UK event to be reported on website during period of event forum community equipment used over weekend more value than London marathon (40,000 runners) 36
75. 2008 Seathwaite Borrodale Storm hit 2 days prior and cleared through forecast was second storm Saturday sunshine by Sunday afternoon - prize giving. second storm extremely violent with sever flooding Honister quarry Press call Dunkirk spirit Mark Weir morgue for 1700 people 37
77. PRESS reactions TV got into overnight camp deluge of calls from 7am my press man arrived back through floods mike - you have ............ BBC lets check facts before we go live no one dead I hope how many injured? one reporter to boss I cannot find not a single person willing to slag off the organisers. 39
78. Results by Monday am 3,000 articles around teh world from China - NZ - SA and Fox news USA all 7 nat dailies in UK carried at least 1 page usually 2 barrage of requests for interviews 40
81. Wiggly Wigglers Case Study : Business to Consumer Wiggly Wigglers 2008 Dell Small Business Award Customer Catalogue development using wiki Podcasts and blogs Facebook page Why Heather Gorringe uses Social Media 80% saving on advertising budget 43
82. 44
83. From the case studies : OMM, Wiggly Wigglers, Mike Redwood and Twitter, Chris Tossell and Access, Sarah Howcroft Interview Identify : 1 Good practice 2 Challenges 3 Ideas for your business Write on Post Its and put on Flip chart for each case study Afternoon discussion/feedback session 1 Group to summarisefindings from flipchart nearest your table 2. One person from each table to feedback to whole course 45
84. Some questions to take away (2) 1How do you communicate with your customers? How could it be improved? 2. Do you collaborate and seek feedback from your customers? 3. What do your customers value most about your company? How might this be addressed using social media? 4. What are your competitors’ social media strategies? 46
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