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*Why social media works
*What is social media?

 “ All of the activities, platforms and
  practices that enable users to share,
  co-create, recommend and filter
  knowledge, opinions and content.    ”
*Building trusting
 relationships




 It influences the nature of people’s
  relationships and level of trust in an
  organisation
*It works for multiple
 business teams

 It enables organisations to build
  stronger relationships with
  customers, employees, partners,
  supporters, the media…
 It can help numerous
  organisational departments and
  teams meet their objectives
*Success requires
 integration & collaboration


 It requires these teams to
  work together to extract
  maximum benefit from their
  activity
*In summary, social media:
 Helps people share, co-create,
    filter and recommend information
   Influences relationships and level
    of trust in an organisation
   Enables organisations to build
    stronger relationships with
    customers, employees, partners,
    supporters, the media…
   Helps multiple business teams
    meet their objectives
   Requires these teams to work
    together to create maximum
    benefit
*What are small businesses
 doing in social media spaces?
*Six areas of activity
*1. Listen
  Listening involves monitoring relevant conversations in social
   media spaces
  Listen for comments on your organisation, products, services,
   competitors or topics that might drive customer preference
  Listening gives you insight into your market-place, audience
   and how they interact with your organisation
  It also helps you identify customer service issues
  Useful free tools: Google Alerts (online mentions)
   BoardTracker (forum mentions) and Tweetdeck (Twitter)
  Paid-for tools: Scoutlabs, Alterian SM2 (with a freemium
   service) and Sentiment Metrics and ViralHeat (which is a low
   cost solution)
*Chief listener: Kodak
                 Kodak ‘s ‘Chief Listening
                  Officer’ monitors and
                  gathers any mention of
                  Kodak across social
                  media
                 Kodak uses mentions to
                  inform product R&D,
                  brand comms and
                  customer service
*2. Respond
  Respond to customers who are making comments about
   your organisation, products and services in social spaces
  Responding to queries and mitigating complaints helps to
   build positive sentiment towards your organisation
  As it is done in public social spaces, it can effect not only the
   person who asks the initial question, but anyone searching
   online who has a similar issue
  Monitor and categorise any feedback and create a suitable
   response
  Be polite, respond promptly and respond authentically –
   maintain a friendly, personal tone while taking customer
   issues seriously
*Customer service: Dishoom
               Dishoom restaurant
                monitors and responds to
                customer comments on
                Twitter
               Quick responses to
                complaints made via social
                media - and
                encouragement to take
                serious issues offline
               Over 1,000 followers on
                Twitter
*3. Engage
  Proactively join conversations in your own and third-party
   social media spaces with your customers and other
   stakeholders (e.g. media)
  Engaging in relevant online discussions will help generate
   awareness, interest and consideration of your organisation’s
   point of view – as well as driving traffic to your own online
   properties.
  Create content on your organisation’s blog, generate
   discussion through comments and proactively contribute to
   discussions across relevant forums, newsgroups and social
   networks.
  Identify relevant niche conversation topics on social
   networks and then decide how to participate
*Niche blogs: Xerox
               Xerox hosts a number of
                blogs focused on niche
                topics
               Very specific content
                enables Xerox to target and
                engage deeply with niche
                communities
               13 niche topic blogs on the
                Xerox network
*4. Network
  Make and receive relevant introductions to prospects,
   partners and media within your own business social network
  This will increase the size of your network by exchanging
   introductions
  Use your own or a third-party networking site (e.g. LinkedIn)
   to join communities which provide a platform to facilitate
   introductions
  LinkedIn is a free, business-oriented social networking site
   and enables users to set up and manage communities
   focused around specific topics
  Make sure your introductions are relevant and of a high
   quality – don’t just link for the sake of it
*OPEN forum: AMEX
               American Express’
                OPEN forum enables
                small business owners
                to network and discuss
                ideas
               AMEX becomes
                synonymous with the
                concept of innovation in
                small businesses
*5. Enlist
  Use social media to turn your best and most vocal
   customers into advocates for your organisation
  Encourage users to leave feedback publicly, in
   social spaces
  Create ambassador programmes for reward
   customers for advocacy
  Create social objects for advocates to share easily
   among their networks – e.g. video clips, comment
   pieces, online vouchers…
*TripAdvisor reviews:
 Mandarin Oriental
                Mandarin Oriental hotels
                 actively drive users to leave
                 feedback on TripAdvisor
                Generates trust and public
                 advocacy as customers
                 view feedback left on third-
                 party site
                The original Mandarin
                 Oriental in Hong Kong is
                 the no. 1 hotel on
                 TripAdvisor for Hong Kong,
                 with 308 reviews
*6. Transform
  Use your own community to discuss, debate and
   feedback on ways in which your products and
   services can be improved
  Collaborate with your customers and partners to
   evolve and improve products & services
  Collaborate with your employees through Enterprise
   2.0 tools (e.g. Yammer, BlueKiwi)
  Ensure participating stakeholders are aware that
   you have implemented their feedback – publicise
   any product changes and thank them for their input
*User-generated menus:
 AJ Bombers
                 Burger joint, AJ
                  Bombers, invites user
                  input for all aspects of
                  their products
                 Products and services
                  constantly revolve
                  around what users
                  want
                 Sales of items
                  promoted via social
                  media have risen 30%
*In summary:
Use social media to:
 1. Listen
 2. Respond
 3. Engage
 4. Network
 5. Enlist
 6. Transform
Iain MacMillan
               RMM
    +44 207 193 4556
iain@rmmlondon.com
 www.rmmlondon.com
        @RMM_LDN

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RMM - Social media for small businesses

  • 1.
  • 3. *What is social media? “ All of the activities, platforms and practices that enable users to share, co-create, recommend and filter knowledge, opinions and content. ”
  • 4. *Building trusting relationships  It influences the nature of people’s relationships and level of trust in an organisation
  • 5. *It works for multiple business teams  It enables organisations to build stronger relationships with customers, employees, partners, supporters, the media…  It can help numerous organisational departments and teams meet their objectives
  • 6. *Success requires integration & collaboration  It requires these teams to work together to extract maximum benefit from their activity
  • 7. *In summary, social media:  Helps people share, co-create, filter and recommend information  Influences relationships and level of trust in an organisation  Enables organisations to build stronger relationships with customers, employees, partners, supporters, the media…  Helps multiple business teams meet their objectives  Requires these teams to work together to create maximum benefit
  • 8. *What are small businesses doing in social media spaces?
  • 9. *Six areas of activity
  • 10. *1. Listen  Listening involves monitoring relevant conversations in social media spaces  Listen for comments on your organisation, products, services, competitors or topics that might drive customer preference  Listening gives you insight into your market-place, audience and how they interact with your organisation  It also helps you identify customer service issues  Useful free tools: Google Alerts (online mentions) BoardTracker (forum mentions) and Tweetdeck (Twitter)  Paid-for tools: Scoutlabs, Alterian SM2 (with a freemium service) and Sentiment Metrics and ViralHeat (which is a low cost solution)
  • 11. *Chief listener: Kodak  Kodak ‘s ‘Chief Listening Officer’ monitors and gathers any mention of Kodak across social media  Kodak uses mentions to inform product R&D, brand comms and customer service
  • 12. *2. Respond  Respond to customers who are making comments about your organisation, products and services in social spaces  Responding to queries and mitigating complaints helps to build positive sentiment towards your organisation  As it is done in public social spaces, it can effect not only the person who asks the initial question, but anyone searching online who has a similar issue  Monitor and categorise any feedback and create a suitable response  Be polite, respond promptly and respond authentically – maintain a friendly, personal tone while taking customer issues seriously
  • 13. *Customer service: Dishoom  Dishoom restaurant monitors and responds to customer comments on Twitter  Quick responses to complaints made via social media - and encouragement to take serious issues offline  Over 1,000 followers on Twitter
  • 14. *3. Engage  Proactively join conversations in your own and third-party social media spaces with your customers and other stakeholders (e.g. media)  Engaging in relevant online discussions will help generate awareness, interest and consideration of your organisation’s point of view – as well as driving traffic to your own online properties.  Create content on your organisation’s blog, generate discussion through comments and proactively contribute to discussions across relevant forums, newsgroups and social networks.  Identify relevant niche conversation topics on social networks and then decide how to participate
  • 15. *Niche blogs: Xerox  Xerox hosts a number of blogs focused on niche topics  Very specific content enables Xerox to target and engage deeply with niche communities  13 niche topic blogs on the Xerox network
  • 16. *4. Network  Make and receive relevant introductions to prospects, partners and media within your own business social network  This will increase the size of your network by exchanging introductions  Use your own or a third-party networking site (e.g. LinkedIn) to join communities which provide a platform to facilitate introductions  LinkedIn is a free, business-oriented social networking site and enables users to set up and manage communities focused around specific topics  Make sure your introductions are relevant and of a high quality – don’t just link for the sake of it
  • 17. *OPEN forum: AMEX  American Express’ OPEN forum enables small business owners to network and discuss ideas  AMEX becomes synonymous with the concept of innovation in small businesses
  • 18. *5. Enlist  Use social media to turn your best and most vocal customers into advocates for your organisation  Encourage users to leave feedback publicly, in social spaces  Create ambassador programmes for reward customers for advocacy  Create social objects for advocates to share easily among their networks – e.g. video clips, comment pieces, online vouchers…
  • 19. *TripAdvisor reviews: Mandarin Oriental  Mandarin Oriental hotels actively drive users to leave feedback on TripAdvisor  Generates trust and public advocacy as customers view feedback left on third- party site  The original Mandarin Oriental in Hong Kong is the no. 1 hotel on TripAdvisor for Hong Kong, with 308 reviews
  • 20. *6. Transform  Use your own community to discuss, debate and feedback on ways in which your products and services can be improved  Collaborate with your customers and partners to evolve and improve products & services  Collaborate with your employees through Enterprise 2.0 tools (e.g. Yammer, BlueKiwi)  Ensure participating stakeholders are aware that you have implemented their feedback – publicise any product changes and thank them for their input
  • 21. *User-generated menus: AJ Bombers  Burger joint, AJ Bombers, invites user input for all aspects of their products  Products and services constantly revolve around what users want  Sales of items promoted via social media have risen 30%
  • 22. *In summary: Use social media to: 1. Listen 2. Respond 3. Engage 4. Network 5. Enlist 6. Transform
  • 23. Iain MacMillan RMM +44 207 193 4556 iain@rmmlondon.com www.rmmlondon.com @RMM_LDN