Spicer synergy conference 2011

Penny Power
@pennypower

3rd November 2011

11/8/11 Copyright © 2011 Penny Power Ltd 1

Background on Penny Power

In 1998 Penny Power Founded Ecademy.com
A Social community for SME’s that has grown to over 620,000
member profiles in 200 countries. Based in the UK, Penny and her
husband Thomas have spent 13 years evangelising the use of Social Media
and Digital tools to help SME’s become more productive and grow their business.
In 2010 Penny launched a Digital School to train Business Coaches on how to
embrace the digital world and ‘go social’, helping them and their clients to grow.
In March 2011 Penny wrote the Manifesto for Digital Business Britain
www.ecademy.com/manifesto to manifest a nation of Digital Mindsets and help
SME’s build their businesses through social media and digital tools.
The Manifesto gave rise to Penny’s White paper ‘on the exploitation of social
media by Small Businesses”…….


White Paper Solutions
An ambitious plan has been developed to achieve the following goals:
•  Growth in SME use of social media for business development purposes
•  Reduction in Youth Unemployment (NEETs) – Born Digital
•  Creation of a new Apprenticeship Framework
–  Social Media Apprentice
–  Digital Youth Academy
•  Growth in Digital jobs by the creation of a new role – the Digital Assistant
•  Growth in exporting opportunities ‘ the Global Small Business
•  Improve the ethics and communication style of British Social Media users


Business Leaders have to ‘Go Social’

“We
DO
social
media
–

in
our
Marke5ng

Department”


“Small businesses that heavily use the internet to do business
grow four times faster than those that do not “

Boston
Consul*ng
Group
Report
2010


We used to live on farms

We
‘manufactured’
food


Then we moved to the cities

We
‘manufactured

products’


Now we live on the Internet

We
‘manufacture’
DATA

Our
voice
and
thoughts
are
data


Digital Mindset –
Technology meets the human


Capital in a business

Social
Capital


Two ways to achieve sales growth

Transactional Mindset Social Mindset
•  Ecommerce •  Go Social
–  Website –  Social Networks
–  Suspect –  Stanger
•  Prospect •  Friend
–  Customer –  Follower
–  Process, task –  Friendship, social
–  Hands-off, Automated –  Engage and Spontaneous
–  Internet marketing funnels –  Networking on Steroids


Business is ‘Going Social’

•  Social Media
•  Social Networking
•  Social Engagement
•  Social Business


WHY is business going SOCIAL?

•  The Internet has given individuals a Voice
•  The Internet is Going Social
•  Google loves ‘social’
•  Self Publishing is an amazing Marketing tool
•  Isolation from Home working is creating a need for a ‘watering
hole’
•  Entrepreneurial Growth
•  Growth in ‘openness ‘ is encouraging Collaboration
•  The growth in the Global Small Business


Then I blogged this to the Ecademy Community


Blog was widely seen in less than 12 hours


And on Twitter


And they gave you these extra reasons!!!

•  With so much information, social media is a way to focus on what's relevant / of interest.
•  Because size doesn't matter any more - all companies can be equal on social media
•  It's where many of your customers live
•  Because people are talking about you there, so you should join the conversation
•  It provides speed of reaction and flexibility
•  If you're not there, people will wonder why not
•  It provides a boost to your traditional marketing
•  People want companies they can chat to
•  People are looking for your business - you need to listen
•  You'll get free ideas to improve your business
•  It works
•  Ecommerce interrupted the human Interaction' and Social Media gives us it back


People like to communicate differently

•  Text
•  Phone
•  Social Media
•  Face to face
•  Fax!
They want choice!!


The
KLF
Philosophy
and
Framework

Strangers
KNOW
ME
Collec&ng
and
Social
Media

Sharing
Knowledge
Broadcas5ng

Friends
LIKE
ME
Collec&ng
and
Social

Sharing
People

Networking

Conversa5on

Network
value
–

FOLLOW
Knowledge
and

ME
people

Followers
Leading

-‐
who
are
you
serving?


The language of the ‘social world’


The language of the business world


Mindset shift


What do you need to do – some tips
•  ENGAGE
•  Be aware and then make a decision to create a Social Media Policy
•  Lead from the Top – You have to ‘go social’
•  Create your social brand – your unique message to business
•  Go Social (Tweet, Blog, Video)
•  Follow your local #tag #brighton
•  Create your #tag for your conversation i.e. #officesuppliesbrighton
•  Find the ‘social ambassadors’ in your company
•  Find the Small Businesses in your area to follow
•  Notice and Share their content
•  Become their ‘friend’
•  Find suppliers of Social Media you can trust
–  Trainer, Set-Up, Ongoing
•  Employ an Apprentice


Top person I found on research around Spicers


Nice conversation to start….


Finally – How do I find the time?


The BIG message


Spicer synergy conference 2011

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