1. Introduction to Social Media aka Kipling’s Six Friends Justin Souter

2. Warm up – Social Media disaster Original ad http://www.youtube.com/v/BmykFKjNpdY Spoof http://www.youtube.com/v/TpqpAGLS2t4 Props to Neville Hobson: http://www.nevillehobson.com/2008/11/18/the-motrin-storm-breathtaking-speed-and-scale/

3. Motrin: Twitter 25/09/2009 3 Introduction to Social Media

4. What? nolifebeforecoffee 25/09/2009 4 Introduction to Social Media

5. What is it? Yes, so what is it? Technology Social Movement Mindset Computer-mediated world Web 2.0 – users created their own content “This is about determining a future online customer communications strategy” Chief Executive I was talking with recently “If I have seen a little further it is by standing on the shoulders of Giants.” - Isaac Newton (i.e. under-lined links) 25/09/2009 5 Introduction to Social Media

6. Overwhelming amount of tools :’( 25/09/2009 6 Introduction to Social Media

8. Stats Twitter Film star Ashton Kutcher has 3,669,148 ‘followers’ 18m users projected for end 2009 Facebook >300 million active users Fastest growing demographic is >=35 Blogs 96.6 million US Internet users read a blog at least once per month, representing 48.5% of the Internet population. By 2013, 128.2 million people, or 58% of all US users, will take part. 25/09/2009 8 Introduction to Social Media

9. Why? bitzcelt 25/09/2009 9 Introduction to Social Media

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13. Reasons that US Executives do not use Social Media, July 09 25/09/2009 13 Introduction to Social Media

14. Why does it matter? It's the idiom of our Youth Interactive vs. Broadcast You've got a Website Now you need a Web Presence "Open the Kimono" at the pace *you* choose Embrace the Now; the Future is already here Influence, because it's happening already Get closer to the Customer in this age when they’ve already Googled you before you speak / they come into the shop etc. 25/09/2009 14 Introduction to Social Media

15. Twitter effectiveness Representatives from Dell said, at a Twitter for Brands event hosted by New Media Age in London on Friday, that it has seen tangible uplifts in sales which can be directly attributed to marketing on Twitter. The brand’s Twitter account has driven $3 million in sales since it began operation in 2007, Dell said. @DellOutlet is in the top 100 Twitter accounts (over one million followers, increasing ~6K per day) 25/09/2009 15 Introduction to Social Media

16. Thoughts III [NEED TO RE-ASSESS THIS] Rozmic – 1 tweet led to 60 sign-ups for new service (60 x £8.50/mth) Your business & your Customers’ businesses Business to Business Business to Consumer McKinsey Quarterly vs. a set of blogs Part of a wider trend From Push to Pull Motor industry example Social Capital Creating the right environment for buying / choosing your firm Create relationships online Become a Social Capitalist! 25/09/2009 16 Introduction to Social Media

17. What can it be used for? Recruitment Ernst & Young careers Facebook group Marketing West Midlands Police Recruitment / ‘plodcasts’ PC TV; YouTube, Twitter, Facebook Focus group GM’s Fast Lane blog “we are gaining insight about how to optimize not only our communications, but the brand itself.” Link Collaboration Reuters example at Fujitsu Example too numerous to mention 25/09/2009 17 Introduction to Social Media

18. What can it be used for? (2) Customer support Dell Hell & turnaround Early warning Domino's example PR Ford & The Ranger Station Social Media news release Social Media news room 25/09/2009 18 Introduction to Social Media

19. Business to Business Scenarios According to Dan Sears, you might consider the following: Listen and monitor the online conversation Gather product requirements and feedback Alert customers of new product features, upcoming events Introduce products to prospects Develop advocates and Industry influencers Reposition products and brands Share information during tradeshows and events Align and connect communities of interest and practice Generate awareness and exposure (press release) Social Media in a B2B contextblog post 25/09/2009 19 Introduction to Social Media

20. Downsides Motrin (as we’ve seen) Dell Hell – turnaround to @DellOutlet & $3m sales Copyright issues – sharing gets abused Phishing / spam / identity theft Time wasting Time consuming 25/09/2009 20 Introduction to Social Media

21. When? sea turtle 25/09/2009 21 Introduction to Social Media sea turtle

22. When? "As I've said many times, the future is already here. It's just not very evenly distributed.“ - William Gibson 25/09/2009 22 Introduction to Social Media

23. How? kevindooley 25/09/2009 23 Introduction to Social Media

24. The four-step approach to the groundswell P O S T PeopleAssess your customers’ social activities Objectives Decide what you want to accomplish StrategyPlan for how relationships with customers will change TechnologyDecide which social technologies to use

25. Listening Talking Energizing Supporting Embracing Groundswell objectives Roles Research Marketing Sales Support Development Key roles and their groundswell objectives

26. groundswell.forrester.com

29. What to do - strategy Get someone in your team to read Groundswell POST approach 5 ways of using social media Demographics Tech Depends on existing infrastructure Often, exploit what you already have Combine Tools are most powerful when used together 25/09/2009 28 Introduction to Social Media

30. Social Media Panel Outlines Tips for Accountants Protect your name Establish goals & revisit them often Commit Find fans & potential employees Consider multiple personalities Act professional Highlight area expertise Ask questions Don’t abandon face time http://www.journalofaccountancy.com/Web/20091830.htm 25/09/2009 29 Introduction to Social Media

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33. 10 ways to measure social media success Traffic Interaction Sales Leads Search marketing Brand metrics PR Customer engagement Retention Profits Props to Econsultancy 25/09/2009 32 Introduction to Social Media

34. Social Media Measurement Here's a framework for measuring social media: Attention Participation Authority Influence Sentiment 25/09/2009 33 Introduction to Social Media

35. Where? and Who? sighmon 25/09/2009 34 Introduction to Social Media

36. Walt Jabsco 25/09/2009 35 Introduction to Social Media

37. Where? and Who? Where? Context Internal External Stakeholders Online and offline “Top 2 inches” Who? Leadership sets the tone and example Front line delivers Management monitors, encourages, reports upwards

38. Accountants who use Social Media Dennis Howlett - @dahowlett Mark Lee - @bookmarklee Philip Woodgate - @philipwoodgate Richard Murphy - @richardjmurphy Glen Feechan - @glenfeechan AT Accounting - @ataccounting Stephen Slater - @cyberaccountant Phil Richards - @bfcauk & @philrichards Toni Hunter @ToniHunter The accountants’ guide to Twitter Brought to you by: Emily Coltman - @Ask_M 25/09/2009 37 Introduction to Social Media

39. And finally… Sister72 25/09/2009 38 Introduction to Social Media

40. Phil Richards “If you come from the "intention" just to get business, then its more difficult to take part ( IMHO ), if you come from the intention of sharing, helping, community etc.. then whilst business does come, its not the primary intention, and getting involved has more meaning.” 25/09/2009 39 Introduction to Social Media

41. Why accountants should blog Sharing what you know through a blog shows you care and provides the enabling medium that provides the context for collaboration among other professionals. As the world becomes more specialised, I see collaboration as an increasingly important part of the professional landscape. Gain a reputation for sharing knowledge and like minded people WILL come to your door. The biggest benefit though comes through your ability to show your human-ness. People deal with people and if they see authenticity expressed through your blog efforts then they are far more likely to identify with you as a person. Given the professional reputation for being stuffy, that can't be a bad thing. Agree? Dennis Howlett 25/09/2009 40 Introduction to Social Media

42. Again, Dennis Howlett […] think more about communications, internally at first and how sharing information might better serve the practice. Professionals should be looking for ways to better collaborate both internally and among their communities. We’re starting to see that at ion. And it’s not about using these tools as direct marketing tools or gimmicks but about the indirect effects that arise out of your efforts at supporting those around you through the stories you tell. [my italics] 25/09/2009 41 Introduction to Social Media

43. Military of Millennials article- Conclusion “Most generations have a way of challenging their elders’ fundamental assumptions and ways of doing things.” “Gen Y is poised to do the same — and in potentially constructive and original ways.” “The job of today’s captains, majors, and colonels is to encourage and guide millennials and protect them from the senior officers who may not appreciate their unique qualities.”[!] 25/09/2009 42 Introduction to Social Media

44. Sister72 Call to action 25/09/2009 43 Introduction to Social Media

45. Souter Consulting Limited What can I do for you? Please contact me to see how we can work together! Justin Souter http://souterconsulting.eu Justin.souter@souterconsulting.eu 07717 725504 25/09/2009 44 Introduction to Social Media

46. What to do (2) Encourage Put call out to those already interested Provide environment to let this flourish “Be Michael Dell” Build up Social Capital Rare face-to-face Like indicators on a car on motorway Build up goodwill create context for positive interactions online 25/09/2009 45 Introduction to Social Media