An introduction for small businesses on how to use Social Media effectively. Looking at the key questions and steps to take to create a successful social media strategy Looks at good and bad case studies to highlight opportunities and pitfalls.

1. Social Media for Business
Abigail Murphy
@choccybic
October 2011 01

2. Who am I
October 2011 01

3. Who am I
October 2011 01

4. Who am I
outlandishideas.co.uk
Web, Data and Social Media specialists
October 2011 01

5. Who am I
October 2011 01

6. WHAT IS SOCIAL MEDIA?
October 2011 01

7. “Social media are media for social interaction,
using highly accessible and scalable publishing
techniques. Social media use web-based
technologies to transform and broadcast media
monologues into social media dialogues.”
wikipedia page on social media
October 2011 01

8. KAPLAN & HAENLEIN
6 Different Types
Collaborative
Blogs/Microblogs
Content Communities
Social Networking sites
Virtual Game Worlds
Virtual Social Worlds
Link to Kaplan & Haenlein paper
October 2011 01

9. KAPLAN & HAENLEIN
6 Different Types
Collaborative Wikipedia, h2g2
Blogs/Microblogs Twitter, Tumblr
Content Communities Flickr
Social Networking sites Facebook
Virtual Game Worlds World of Warcraft
Virtual Social Worlds Second Life
Link to Kaplan & Haenlein paper
October 2011 01

10. WHAT DO YOU WANT TO
GET OUT OF IT?
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11. Increase sales
Raise awareness of our brand
Run competitions
Launch a new product
Let people know what we are up to
Everyone else is doing it
Its the magic answer to being successful
October 2011 01

12. WHAT DOES YOUR AUDIENCE
WANT TO GET OUT OF IT?!
October 2011 01

13. Free stuff Consume & share good content
Have fun
Find like-minded people
Complain
Find things out - be in
the know
Give feedback
Meet like-minded people Talk to you
Feel a part of a Feel listened to and appreciated
community
October 2011 01

14. WHAT’S OUT THERE?
October 2011 01

15. -800 million users
-Number 1 destination on the web
-Brand pages well established
-Sharing, conversation, engagement
-Competitions (comply with guidelines)
October 2011 01

16. -Always changing
-New Timeline
-Newfeed & Top stories
-Not just like - but read, eat, listen
-Time-consuming
October 2011 01

17. -300 million users
-Full of influencers
-Listen to what people are saying
-Minefield of information
-Topical, up to the second
October 2011 01

18. -Can be hard to get traction/known
-Needs to be totally up to date
-Twitterstorms
-Demographic - is your customer there?
-Everything you say is public
October 2011 01

19. -2nd most visited social network after FB in US
-Professional social network
-Brand pages
-Job posting
-Groups
-Business 2 business marketing/networking
October 2011 01

20. -Can only connect with people you know
-A certain demographic - professionals
-Group conversations can be cumbersome
-Messaging system is not great
October 2011 01

21. -Newest network
-Has a lot of traction with tech influencers
-Cleaner interface to Facebook
-More flexible than Twitter
-Google is spending millions to add features
-Possible professional tool?
October 2011 01

22. -Just don’t know yet
-Brands aren’t allowed profiles - yet
-Will anyone but techies go on it?
October 2011 01

23. -Good for local businesses
-Offers/coupons/competitions
-Reviews/tips available
October 2011 01

24. -Niche audience - will it take off?
-Can be time consuming
-Concentrate on key presences first
October 2011 01

25. -Professional networking
-Establishing yourself as an influencer
-Spread your brand and name
-Share your knowledge
October 2011 01

26. THINGS TO THINK ABOUT...
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27. JUST LISTENING
October 2011 01

28. JUST LISTENING
October 2011 01

29. JUST LISTENING
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30. RECRUITMENT
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31. CUSTOMER SERVICE
“I think their execution of Twitter
for customer service is excellent
and it has changed my
perception of them for the better.
Chiltern Railway are the only train
company I have available to me,
and before following them on
Twitter my perception of them
was neutral at best – viewing
them as a means to an end. Now,
though, I feel much more involved
and informed about the company
and their service, and feel more
forgiving when unexpected
incidents like this one take
place.”
Link to Blog
October 2011 01

32. WRITE A STRATEGY
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33. SOCIAL MEDIA STRATEGY
-Clear Overarching Objectives
-Time and resource constraints
-Platforms you are going to use (Start slowly)
-Specific objectives for each platform?
-Team identified
-”Voice” identified
-Any guidelines needed?
-Content plan - Content is still king
-Regular review points
October 2011 01

34. REVIEW REGULARLY
October 2011 01

35. SOME GOOD EXAMPLES
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36. OLD SPICE MAN
October 2011 01

37. OLD SPICE GUY
-Won numerous awards
-Millions of Youtube views
-107% increase in sales
-Aired at the superbowl
-Million pound campaign
October 2011 01

38. HONDA FRIENDING
October 2011 01

39. HONDA FRIENDING
-Increased fans from 15k to 1.3 million
-Generated over 3500 dealer requests
-Long term strategy
October 2011 01

40. SMALL BUSINESS
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41. SMALL BUSINESS
-Small restaurant in Dublin
-Regular promotions to encourage reviews
on tripadvisor.com
-5000 fans
October 2011 01

42. SMALL BUSINESS
October 2011 01

43. WHAT NOT TO DO...
October 2011 01

44. FORGET TO
CHANGE YOUR
PASSWORD
October 2011 01

45. This was a PR
stunt - but the
risk still stands!
October 2011 01

46. USE AN
UNMODERATED
#HASHTAG
October 2011 01

47. GILLIAN+BEN=BUNFIGHT
V
@gillianmckeith @bengoldacre
October 2011 01

48. ALWAYS HAVE A CRISIS PLAN
October 2011 01

49. From The Wallblog - http://bit.ly/qsiQx3
October 2011 01

50. From The Wallblog - http://bit.ly/qsiQx3
October 2011 01

51. From The Wallblog - http://bit.ly/qsiQx3
October 2011 01

52. KEY TAKE-AWAYS
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53. KEY TAKE-AWAYS
-Work out what you are trying to achieve
-What does your audience want?
-How can these link together?
-Set objectives
-Don’t try and do too much
-BUT, at least listen
-Content is still king
-Keep up to date with changes
-Regularly review & measure against objectives
-Don’t be afraid to stop things that aren’t working
October 2011 01

54. THANK YOU!
October 2011 01