Slides for Newcastle Uni Renewable Energy, Enterprise & Management MSc - Social Media lecture

REEM & SOCIAL MEDIA

Justin Souter, MD
Souter Consulting Limited

19/05/2010 REEM & Social Media - (c) Souter Consulting Limited 2010 1

MSc Renewable Energy,
Enterprise & Management
 First delivered in 2008, the MSc in Renewable Energy,
Enterprise and Management (REEM) provides fully
integrated renewable energy management and
enterprise training in order to deliver a broad view of
the renewable energy industry.
 It is designed to be highly flexible, allowing
postgraduate students to study renewable energy and
business enterprise subjects either full-time or part-
time, and to study whilst remaining in full-time
employment.
 Students on this programme will learn how to start up
and develop a business in the Renewable Energy
sector, with the opportunity to trade.


So who are you?
 Show of hands  Work
– Facebook users – Startup
– Bloggers – Intrapreneur ;-)
– Twitter – Career change
– Post videos?  What sort of help do
– Post photos? you need?


So who am I?
 Run my own business:
– Social Media strategy, implementation, outsource
– Helping customers work out how to best use their info
sharing tools
– Managing the people change
 Worked for nearly 10 years for IT outsourcer
 Bluffed at being a techie – am really a business
consultant
 Native of the North East (Northumberland!)
 Mentoring 2 students at Newcastle Uni


Agenda
 Context
 Social Media for business
 It‟s now the mainstream
 Business level thoughts
 Exercise for you


Katie brief:
6

 “Something that will equip them with the
means to assess your material against
their own business ideas
– to see how they can use SM to promote, be
strategic, and set up their own businesses”
 Start thinking about this now, as you‟ll be
doing an exercise in a little while! ;-)

REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/2010

BASICALLY IT'S ABOUT HOW TO
USE THE SOCIAL MEDIA BIT OF
WEB 2.0 FOR YOUR BUSINESS

History & context
8

 Internet
 WWW
 Traditional media online & then dot.com
bubble and bust
 Web 2.0
 Breaking down the barriers of the
traditional organisation
 Cloud computing

The penny has already dropped!


It's hit the mainstream and a
10 recognised tool for business
 Gulf oil spill
 Punch above your weight
 Dramatic ability to create buzz & influence
if you
– have something interesting / unique to say
– can create and maintain a community


It's about telling your story in a
different communications channel
 Text, photos, video, speech
 Create human face for your brand
 Building social capital
– Create more than you capture
– You're the sidekick for your community
 It‟s new, but use existing expertise and
update it…


Social Media Marketing
 It's more than just setting up a Twitter
account, blog etc.
– It's about strategy
 Build following around your brand, and
people willing to support you and tell their
friends
– Give you feedback, ideas


It's
13

 interactive
 brutally honest
 real-time
 a mindset, a fast-moving, dynamic way of
doing business
 quite a commitment
 not about how many followers you have, it‟s
about „whuffie‟
 perfectly suited to Green issues

Build a community to help
14 you
 Get the message out
 Get feedback
 Get new ideas
 Get introduced to key players
 Gain momentum, confidence
 Succeed, make £!


Context
15

 B2B
 B2C
 Internal


PRACTICAL EXAMPLES


DaGoaty

Social Media effectiveness - Rozmic


Recruitment


Marketing


Focus group / feedback


Customer support


Early warning


Crisis Management


Case Study – Social Media disaster


Motrin: Twitter

REEM &
Social Media
19/05/2010 27 - (c) Souter
Consulting

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

REEM &
Social Media
19/05/2010 28 - (c) Souter
Consulting

Downsides
29

 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


HOW?

kevindooley REEM &
Social Media
19/05/2010 30 - (c) Souter
Consulting

The four-step approach to the groundswell

P People
Assess your customers‟ social activities

O Objectives
Decide what you want to accomplish

S Strategy
Plan for how relationships with customers will change

T Technology
Decide which social technologies to use

31 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Key roles and their groundswell objectives

Roles Groundswell objectives

Research Listening

Marketing Talking

Sales Energizing

Support Supporting

Development Embracing

32 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

WHAT?
nolifebeforecoffee
REEM &
Social Media
19/05/2010 34 - (c) Souter
Consulting

Matt Hamm


10ch


Mike Licht,
NotionsCapital.com


Ernst-Jan Pfauth


eco2oh


nanpalmero


enriqueburgosgarcia


Katie brief:
43

 “Something that will equip them with the
means to assess your material against
their own business ideas
– to see how they can use SM to promote, be
strategic, and set up their own businesses”


Chief Executive I was talking with recently[!]

“THIS IS ABOUT DETERMINING A
FUTURE ONLINE CUSTOMER
COMMUNICATIONS STRATEGY”

Technology

Sammy0716


Social Movement

Paul Keller


Mindset

websuccessdiva


Next steps
48

 Set up tools
– Online
– Offline
– Integrate them
 Start following people
– Twitter & RSS, subscribe to videos,
presentations
 Start to find your own voice
 It's about the long term

There is also
49

 Innovation
– Get your community to suggest where you go
next
 Crowdsourcing
– Get folk to collaborate on your next project and
help de-risk it
 Mashups - lightweight process-based
applications
 Cloud
 Use these tools to fast forward to credibility at
low cost

Further materials
50

 Groundswell
 Whuffie Factor
 Good presos on Slideshare
– Social Media
– Enterprise
– Web & Enterprise 2.0


Are you enterprising?
 North East Access to  Other networks
Finance – Netpark
 Entrepreneurs Forum – Supermondays
 Centre of Excellence  One North East -
– Teesside http://onenortheast.co
– Tyneside .uk/page/business/en
– Wearside ergy.cfm
 Business Link  Guy Kawasaki – The
Art of the Start
 Lots of support!

Summary
 It‟s about doing business … differently
 It gives smaller players a massive leg-up
 Cost can be limited to time spent doing (&
learning how to do)
 It‟s here to stay whether we like it or not
 You can just „fire & forget‟ by getting the
youngies to do it – you need to manage it
 Start the journey now!


http://pwnwear.com/2009/11/06/keybinding-do-it/


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
REEM &
Social Media
19/05/2010 55 - (c) Souter
Consulting

WHY?
bitzcelt

REEM &
Social Media
19/05/2010 56 - (c) Souter
Consulting

Cause & effect – Adam Parker stylee

Measure Description Examples

Relevant coverage on publications, tweets about
Indicate that PR activity has made an
Activity your announcement/brand, YouTube
impact. views, downloads.

Twitter followers, readership of publication, authority
Assess potential influence of these
Qualification of blog, Page Rank. These can then be further
activities. distilled into overall measures.

Indicate the likelihood that the Referrals to your website from a particular piece of
coverage or Twitter activity; increased positive
activities measured will result in a
Indicator sentiment compared to the position prior to the PR
desired response of some kind either campaign; relative impact compared to other
now or in the future campaigns.

Lead generation, sign
Actual desired responses that
Action ups, attendance at 57an
19/05/2010 resulted. Social Media - (c) Souter Consulting Limited 2010
REEM &
event, sales.

ROI = actualized potential.


10 ways to measure social media success

1. Traffic 6. Brand metrics
2. Interaction 7. PR
3. Sales 8. Customer
4. Leads engagement
5. Search marketing 9. Retention
10.Profits

Props to Econsultancy

REEM &
Social Media
19/05/2010 64 - (c) Souter
Consulting

Resources
 Yongfook / Egg & Co
 Oliver Blanchard
 Adam Parker
 Dave McClure
 My Delicious links on ROI
 Other links are embedded on the slides…


AND FINALLY…
REEM &
Sister72 Social Media
19/05/2010 66 - (c) Souter
Consulting

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.”


Why accountants should blog
 “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


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Slides for Newcastle Uni Renewable Energy, Enterprise & Management MSc - Social Media lecture