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01



Social Media &SME’s

More than a tool …

More than a change …

External & Internal … Coca Cola as an Example
02
More than a media tool …

Silos between Advertising, Marketing & PR
are being eradicated




                                Earned
                                 Paid


                       Owned
03
More than a tool …

Who is online & what are they doing?



A Global TGI poll conducted this past
summer … found that the UK has the
second highest level of internet use &
access at home with 73%


What are they doing? Leisure, playing &
researching products & services …
04
More than a tool …

Who is online & what are they doing?



A Global TGI poll conducted this past
summer … found that the UK has the
second highest level of mobile phone use
… GLOBALLY with 91%


What are they doing? Accessing QR
codes, playing, sharing data &
experiences
05
More than a change…

How are technologies changing us?


With the industrial revolution … the economy developed
a muscular system … now it is developing a neural
system …


From: Arthur, WB., (2011), The Second Economy, McKinsey & Company


The Medium is the message … new ways of behaving &
buying … new VALUES


Marshal McLuhan
06

This is not about going online … this is
about going online for the right reasons …



Burberry as an example … within its sector
& audience Burberry’s online proposition is
ranked number one by experts
07

If you go online what is your proposition?
Why are you there and want is the added
value …



Back to McLuhan … this is no longer about
you … what are the customers doing with
Twitter, FaceBook& app’s?
08
More than a change … So with FaceBook
according a to survey carried out by AdAge
in the USA this past summer … main benefit
is:

Social Media is perfect for Customer
Engagement – 85%

Social Media is not about sales or about
lead generation … only 21%
09
What has changed? With FaceBook
according a to survey carried out by AdAge
in the USA this past summer … the main
benefit is:

Building communities is NOT about sales …
but about building relationships, generating
a positive ‘buzz’ and EARNING favorable
reviews (41% of fans are more likely than
non fans to recommend products &
services)

Customer Retention
10
Does this change actually mean anything for
me & my business?


Nielsen research this summer shows that
mobile social media is on the increase (link
this with TGI stat from earlier)
11


Not so fast … aren’t smart phones, app’s
and connectivity on the go only for young
people?

Nielsen research this summer shows that
the fastest uptake is in the 55+ age group
12
At Bournemouth University we carried out
research in 2006, 2008 & 2011 on youth &
media engagement


In 2006 … social media did not exist …

In 2008 … 71% consumed social media daily

In 2011 … 97% used social media daily

Social media is now viewed as having
technological ‘lock-in’ status
13
Our research also asked about trust … (we
as academics are still ranked second
highest next to parents!)

In 2006 … do you trust personal web sites …
45% said NO

In 2008 … do you trust personal web sites …
26% said NO

In 2011 … do you trust personal web sites …
18% said NO
14
What can we do? What can we TAKE AWAY?

1 VALUE FOR MONEY

2 INCREASING REACH (PARETO 80/20)

3 BRAND ENGAGEMENT

4 REJUVENIATE YOUR SERVICE

5 BUILDING PARTICIPATION
From: Benaldy, A., (2010), Five Uses of Social Media, WARC Prize
15




   ANY
QUESTIONS?

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Social Media & SMEs

  • 1. 01 Social Media &SME’s More than a tool … More than a change … External & Internal … Coca Cola as an Example
  • 2. 02 More than a media tool … Silos between Advertising, Marketing & PR are being eradicated Earned Paid Owned
  • 3. 03 More than a tool … Who is online & what are they doing? A Global TGI poll conducted this past summer … found that the UK has the second highest level of internet use & access at home with 73% What are they doing? Leisure, playing & researching products & services …
  • 4. 04 More than a tool … Who is online & what are they doing? A Global TGI poll conducted this past summer … found that the UK has the second highest level of mobile phone use … GLOBALLY with 91% What are they doing? Accessing QR codes, playing, sharing data & experiences
  • 5. 05 More than a change… How are technologies changing us? With the industrial revolution … the economy developed a muscular system … now it is developing a neural system … From: Arthur, WB., (2011), The Second Economy, McKinsey & Company The Medium is the message … new ways of behaving & buying … new VALUES Marshal McLuhan
  • 6. 06 This is not about going online … this is about going online for the right reasons … Burberry as an example … within its sector & audience Burberry’s online proposition is ranked number one by experts
  • 7. 07 If you go online what is your proposition? Why are you there and want is the added value … Back to McLuhan … this is no longer about you … what are the customers doing with Twitter, FaceBook& app’s?
  • 8. 08 More than a change … So with FaceBook according a to survey carried out by AdAge in the USA this past summer … main benefit is: Social Media is perfect for Customer Engagement – 85% Social Media is not about sales or about lead generation … only 21%
  • 9. 09 What has changed? With FaceBook according a to survey carried out by AdAge in the USA this past summer … the main benefit is: Building communities is NOT about sales … but about building relationships, generating a positive ‘buzz’ and EARNING favorable reviews (41% of fans are more likely than non fans to recommend products & services) Customer Retention
  • 10. 10 Does this change actually mean anything for me & my business? Nielsen research this summer shows that mobile social media is on the increase (link this with TGI stat from earlier)
  • 11. 11 Not so fast … aren’t smart phones, app’s and connectivity on the go only for young people? Nielsen research this summer shows that the fastest uptake is in the 55+ age group
  • 12. 12 At Bournemouth University we carried out research in 2006, 2008 & 2011 on youth & media engagement In 2006 … social media did not exist … In 2008 … 71% consumed social media daily In 2011 … 97% used social media daily Social media is now viewed as having technological ‘lock-in’ status
  • 13. 13 Our research also asked about trust … (we as academics are still ranked second highest next to parents!) In 2006 … do you trust personal web sites … 45% said NO In 2008 … do you trust personal web sites … 26% said NO In 2011 … do you trust personal web sites … 18% said NO
  • 14. 14 What can we do? What can we TAKE AWAY? 1 VALUE FOR MONEY 2 INCREASING REACH (PARETO 80/20) 3 BRAND ENGAGEMENT 4 REJUVENIATE YOUR SERVICE 5 BUILDING PARTICIPATION From: Benaldy, A., (2010), Five Uses of Social Media, WARC Prize
  • 15. 15 ANY QUESTIONS?

Notas del editor

  1. Why should you think widely & differently about social media … owned, paid and earned media
  2. In the UK internet penetration means that most likely your target audience, stakeholders and potential customers are online – you will need to think about buzz and conversations around your brand, your reputation and your presence online
  3. In the UK internet penetration means that most likely your target audience, stakeholders and potential customers are online – you will need to think about buzz and conversations around your brand, your reputation and your presence online
  4. A different way of thinking about marketing, advertising & PR … new models, new challenges & new opportunities
  5. Burberry’s website is ranked number one among: users (it would though wouldn’t it?), but moe importantly from a marketing point of view it creates perfect online/offline brand synergy
  6. Honda & Crosstours on FaceBook … all positive comments from a brand manager at Honda … not clever
  7. From Ad Age Summer 2011 … this is about creating a conversation with your TA, customers and stakeholders
  8. FaceBook when done well works for Burberry & IBM … maybe not for SME’s