Engagement Through Social Media

1. Conversational marketing – What can small business teach big business? Ivan Croxford, General Manager, BT Tradespace

2. www.everywoman.co.uk } People are spending more and more online, but they last place they want to go is your web site £20 billion was spent online last year - up 32% from the previous year - (Verdict Research 2009) 62% of shoppers consult online communities before making a purchase. Only 27% go direct to a retailer’s web site 1. communities offer me unbiased facts about products and services (32%); 2. I trust the views of communities more than merchants (27%); 3. communities help me find the best deal available (27%). (Quidco: June 2008)

3. Should we really be surprised? Take a lesson from small business 70% of UK SMEs rely on word of mouth as the primary form of lead generation Only 3% use the Web as the primary means to contact their customers (Source: BT Business research 2009).

4. So if the web’s gone social, has your online marketing and sales strategy? 17% of UK SMEs are using Twitter to send three million tweets a day ... c. 75% using Twitter to promote their businesses. 42% using it to stay in touch with customers and suppliers. 34% using Twitter to monitor their competitors. (source: O2) Big business is catching up … Dell made $1M in sales via Twitter pre Xmas

5. Online - What the Customer wants A Voice! To be understood To be inspired To be delighted Respect

6. Talk (don’t advertise) to your customers

7. And make your business the subject of conversation

9. www.everywoman.co.uk } BT Tradespace – a tool for conversational marketing Showcase and sell Recommend Be reviewed Demonstrate expertise Make contact easy

13. www.everywoman.co.uk } Thank you [email_address] http://www.bttradespace.com http://twitter.com/bttradespace