Introduction to Social Media for Business Use 291112

© 2012

INTERNATIONAL INSTITUTE FORPRODUCT & SERVICE INNOVATION

INNOVATION PROGRAMME

WELCOME

© 2012

Dr Mark Swift

Scott Crowther

Dr. Xiao Ma

Ellie Precious

© 2012

Agenda

9.30 The Social Media ‘big picture’ Mark

10.00 LinkedIn: the social media everyone should use Scott

11.00 Coffee

11.15 Facebook and Twitter for your business Xiao + Scott

12.45 Lunch

1.45 Exposing your visual side: YouTube + Pinterest Ellie

2.30 Location, location, location: Foursquare. Xiao

3.00 Coffee

3.15 Google+ Xiao

4.00 Don’t Panic: managing your networks and your time. Scott

© 2012

What is IIPSI?

• International Institute for Product and Service Innovation• New SME centre

– Experience led Innovation (people), Polymer (product), Digital (web)

• Purpose– Help West Midlands small businesses understand your customers and users

better, prototype new products for example using Additive LayerManufacturing, and use digital (Internet) to launch as well as developmarket ready products and services

– Improve the region's capacity to translate innovation into outcomes

• IIPSI must have IMPACT– Business growth

• Fully funded until end of June 2015 (initially)

© 2012

What is the iIP - our approach

The IIPSI Innovation Programme (iIP) is:1. Centred on Innovation

– “Successful exploitation of new ideas” WMG definition– "Innovation distinguishes between a leader and a follower."

Steve Jobs

2. Demonstration activities– Raise awareness of what is possible through the adoption of

new ideas and thinking

3. Knowledge Exchange– Common sharing and exploitation of new thinking– We don’t have all the answers

© 2012

What's the structure of iIP

Feasibility studies, collaborative projects,assistance with funding and grant applications

Intensive company projects - prototyping,identifying markets, product/service evaluation,internships

Marketleading

products &services

Expansionthrough R&D

Awareness briefing, case studies, technicaldemonstratorsRaising

Awareness

DAYONE

In-depth workshops, advanced technicaldemonstrators, horizon scanning, hands on…

Embeddingcapability

DAYTWO

30+places

peryear

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Introductions

• Housekeeping

• Name...

• What your business does…

See: www.bit.ly/mobrowarwick

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Summary

• Unique, high profile facility for the region• Range of SME services• No such thing as a free lunch!

– Short forms

– Baseline monitoring

• Feedback and Evaluation• Enjoy the day• Get involved

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Social Media Revolution

http://youtu.be/lFZ0z5Fm-Ng

© 2012© 2011

“There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy”

© 2012

Social media 2011…

Social Media in 2011… Organises the Arab spring? Activists – Cairo 31 Jan 2011http://www.telegraph.co.uk/news/worldnews/africaandindianocean/egypt/8293551/Egypt-protests-Monday-31-January-2011-as-it-happened.html

© 2012

Michael BrennerSenior Director of Global Marketing at SAP

“Marketing today is difficult.

Are 200 million people on the U.S. ‘Do Not Call’ list.

Over 86% of TV viewers skip commercials.

44% of direct marketing is never opened.

Roughly 99.9% of online banners are never clicked.

Buyers wait until they have completed 60-80% of theirresearch before reaching out to vendors”.

© 2012

What does this mean for a small business? - get Creative?

© 2012

YouTube yourself…

© 2012

BlendTec

• SME manufacturer of commercial and home blenders

• Blendtec produced a video in which the CEO blended unusualproducts such as a garden rake, a golf club, and light bulbs.– YouTube, video had 3.9 million views (over 8-months)

– The Will It Blend? campaign illustrates the potential value of connectingwith consumers online versus traditional advertising

• Now:– 214,917,203 views on YouTube (Nov 2012)

– 700% increase in sales• BlendTec Case TIPS:

– Be creative

– Don’t be afraid to shout about your product’s capability

© 2012

What is it?

KeySocialTools

Photosharing

Blogging

Microblogging

RSS

WidgetsLocation

basedservices

Productreviews

Messageboards

Podcasts

Videosharing

Online tools that help people interact, collaborate and share content

© 2012

Digital Conversation

Insight Innovation Advocacy Natural search

Customerservice

Increased sales

Can replace existing methods of generating enquires

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How are you currentlyusing social media?

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Summary

• Significant growth - not going away (at the moment)• Can be used by the majority of businesses & industries• Top tips:

– Don’t announce, engage– Be responsive – don’t ignore converstations– Be adaptable– Be selective– Be creative

• Many uses – insight, customer service, natural search,innovation, advocacy, INCREASE SALES

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Agenda



11.00 Coffee


12.45 Lunch



3.00 Coffee

3.15 Google+ Xiao


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Social Media

© 2012

LinkedIn

What is it?

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LinkedIn

191m users9m users

2m company pages

2012 Q1: 31st most visited global website

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LinkedIn

8 ways to use LinkedIn

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LinkedIn

1. Personal profile

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LinkedIn

2. Keep in touch

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375 (av. network)

74,100+

4,828,600+

Your network

Look at your reach!

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LinkedIn

3. Company profile

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LinkedIn

4. Showcase yourproducts and ask forrecommendations…

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LinkedIn

Add video…

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LinkedIn

and a direct salescontact.

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LinkedIn

Can also use it foryour servicebusiness.

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LinkedIn

5. Search forpotentialclients…

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LinkedIn

...the people whowork there…

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LinkedIn

…then contactthem...

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LinkedIn

…or let themcontact you.

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LinkedIn

6. ProfessionalGroups. Whereare your clients?Start your own?

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LinkedIn

7. Watch yourcompetitors…

© 2012

LinkedIn

…what Groups dothey frequent?

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LinkedIn

…invisibility cloak!

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LinkedIn

8. Recruit.Pay for a jobadvert or start afree discussion

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LinkedIn

Plug-in apps.

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LinkedIn Tips

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LinkedIn Summary

© 2012

Use LinkedIn to research one of the other people on yourtable (or your competition).

What groups are they in? Who are the connected to?

Team up if you don't have a LinkedIn account yet.

We have a phone with camera on hand to take profilephotos!!!

Activity

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Coffee

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Agenda



11.00 Coffee


12.45 Lunch



3.00 Coffee

3.15 Google+ Xiao


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Welcome

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Have you got a smart phone?

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Soon to beat India in Population???

Facebook

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Facebook – Why?

• 50% of members usingmobile devices

• Built on friend to friendconnections

900 Million Active Users

Mobile and Web Ready

Over 700,000 businesses in UK have active pages

Biggest source of social media traffic

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Facebook - Interesting Facts

1

17

279

1130

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69% 87% 18%

76:72


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Mind jumpers

30%

52%

95%

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Facebook for B2B

• Conversation/Feedback withcustomers? Not just for posting news

• Are your customers B2C? Then likelyto be on Facebook

• Facebook as Search Engine

• Recruitment

• Fun – Show your face to your clients,do something different

© 2012

Facebook for B2C

• Word of mouth

• Power of “Like”

• Listen and Talk to Fans

• Community

• Facebook fans have an 80%higher propensity to buy

• Advertise with precision

© 2012

Facebook- Likes (Pros)

• Another face for the business

• Personalisation of business pages withcomments, sharing facilities etc

• Interaction with followers Easy engagement –customers can “Like” button or add a commentto engage

• Interaction with other businesses. Connectwith your suppliers, distributors, or contractors.

© 2012

Facebook for business

• Set up “Business Page”not “Profile”

• Advocates are key –encourage feedback

• Set up “Like” icon on webpages

• Visuals are GREAT!!

• Completely free, supportedby advertising if required

© 2012

Create a page

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Facebook 2012 Updates

• Timeline Feature• Custom Tabs (Views &

Apps)• Facebook Developer –

developers.facebook.com/apps e.g add yourPinterest Account

• Insights

• SEARCH!!!!!• ‘Pin’ option (posts last

longer!)

© 2012

Mobile

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Insights

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0

100

200300

400

500600

Birmingham Leicester Manchester Nottingham

Facebook interactions

© 2012

Facebook tips

B2C

Interaction

E-word of mouth

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A bit more …

© 2012

Social Media

Twitter

“Twitter is a real-time information network that connects you to the latest stories,ideas, opinions and news about what you find interesting. Simply find the accountsyou find most compelling and follow the conversations.”

© 2012

Twitter

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Twitter: re-tweeting

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Twitter

My interests

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Twitter

Business uses

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1. Engage with industry leaders…

Twitter

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Twitter

(20k+ followers)

…they can giveyou exposure!

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2. Sniff out new business

Twitter

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Twitter

http://tweet.grader.com/location/

3. Find advocates.

Local ones…

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Twitter

… and by searching biographies

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Twitter

4. Promote your othercontent

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Twitter

5. Embedin a website

https://twitter.com/about/resources/buttons

Use Settings > Widgets in Twitter account

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6. Watch your competitors

Twitter

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Twitter

7. Advertising

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Promote your @IDor #hashtag

Twitter : info, tips and tricks

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A management tool

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When’s best to Tweet?

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Simple cleanup tools

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Twitter Small Business Guide: www.bit.ly/LfShmZ

Twitter

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On paper, write a quick twitter plan based around anevent, e.g. product launch, networking event

Think about the days, times to post, tweet content, photoor not, hashtags and IDs to use.

Practice keeping to Twitter 140 (120!) character limit

Activity

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Lunch

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Agenda



11.00 Coffee


12.45 Lunch



3.00 Coffee

3.15 Google+ Xiao


© 2012

Exposing your visual side

© 2012

“Social Media is Video”(Social Media Examiner, 2012)

Image sharing is big business!

£1billion

of all Facebook activity revolves around photos (HBR 2012)

© 2012

“YouTube is a platform for uploading,viewing, sharing, discussing and ratingvideo content online….”

YouTube

© 2012

800 million unique users visit YouTube each month

3 billion hours of video are watched each month

72 hours of video are uploaded every minute

YouTube Stats

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How it works/main features

YouTube

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Encouragesharing

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How it works/main features

YouTube

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YouTube

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View visitors bygeography,demographics,traffic sources

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Facebook

YouTube

Twitter

Yahoo Answers

Gumtree

LinkedIn

Tumblr

Moneysavingexpert

Moshi Monsters

Stumble Upon

UKTop 10 Social MediaDecember 2011(Experian Hit Data)

Also UK’s 2nd biggest search engine!

4 reasons to use YouTube

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Google rankings!Google own YouTube!!!


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“Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all thebeautiful things you find on the web. People use pinboards to plan their

weddings, decorate their homes, and organize their favorite recipes. Best ofall, you can browse pinboards created by other people.”

Pinterest

© 2012

80%10 million+ users(fastest network to achieve this)

High monthly time spent

Comscore, jeff bullas, MediaPost, PookyShares.

Pinterest

© 2012Comscore, jeff bullas, MediaPost, PookyShares.

Pinterest

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Pinterest: how you can use it

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Pinterest: how it works

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Share your products

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Others then follow,‘repin’ or ‘like’


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Showcase your expertise


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Become a thought leader


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Not just for B2C companies


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http://pinterest.com/pinterestbiz/pinterest-marketing/

Business Tips for using Pinterest .

Pinterest

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“We want to help people make their photos available tothe people who matter to them.”

“Other visual networks are available”

© 2012

Visual media applicationsWhat are customers

saying about yourcompetitors, anyone

disgruntled…….

Power of key clients

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Profiles on Facebook and YouTubeImpact:Web enquiries up by 180%Increase in conversions and sales

Visual media applications

© 2012

Activity

Choose a company on your table and brainstorm ways they coulduse video or imagery for the benefit of their business.

Be prepared to share the best/wackiest idea with the group.

© 2012

I don't care

who you areWhere you're fromWhat you did

4sq what?

All 4sq cares

WHO you areWhere you areWhat you didWhat you doing

© 2012

Coffee

© 2012

Google+ session - hold a hangout for 10 people,where Scott and Xiao are presenting a document tothe remaining people.

Activity

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On paper, start writing a simple strategy for yourbusiness.

What are your goals and objectives?What networks do you want to work with?What are your tactics for each?

Activity

© 2012

What Next

Innovation Programme – Other workshops

3D PrintingCloud for Businesswww.wmgsme.eventbrite.com

Talk through a project…..

© 2012

How to kick off your social media?

Social Media footprint:Come back and WMG

will help

Google it!

Talk topeople like

the SMEteam

Talk toeach other

SME Programmes Team, WMG@[email protected] 7657 5594

Introduction to Social Media for Business Use 291112

Technology

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