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Social Media & SME’s

More than a tool …

More than a change …

External & Internal … Coca Cola as an Example

Owned

Paid

Earned

02More than a media tool …

Silos between Advertising, Marketing & PR are being eradicated

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More than a tool …

Who is online & what are they doing?

A Global TGI poll conducted this past summer … found that the UK has the second highest level of internet use & access at home with 73%

What are they doing? Leisure, playing & researching products & services …

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More than a tool …

Who is online & what are they doing?

A Global TGI poll conducted this past summer … found that the UK has the second highest level of mobile phone use … GLOBALLY with 91%

What are they doing? Accessing QR codes, playing, sharing data & experiences

With the industrial revolution … the economy developed a muscular system … now it is developing a neural system …

From: Arthur, WB., (2011), The Second Economy, McKinsey & Company

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More than a change…

How are technologies changing us?

The Medium is the message … new ways of behaving & buying … new VALUES

Marshal McLuhan

This is not about going online … this is about going online for the right reasons …

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Burberry as an example … within its sector & audience Burberry’s online proposition is ranked number one by experts

If you go online what is your proposition? Why are you there and want is the added value …

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Back to McLuhan … this is no longer about you … what are the customers doing with Twitter, FaceBook & app’s?

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More than a change … So with FaceBook according a to survey carried out by AdAge in the USA this past summer … main benefit is:

Social Media is perfect for Customer Engagement – 85%

Social Media is not about sales or about lead generation … only 21%

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What has changed? With FaceBook according a to survey carried out by AdAge in the USA this past summer … the main benefit is:

Building communities is NOT about sales … but about building relationships, generating a positive ‘buzz’ and EARNING favorable reviews (41% of fans are more likely than non fans to recommend products & services)

Customer Retention

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Does this change actually mean anything for me & my business?

Nielsen research this summer shows that mobile social media is on the increase (link this with TGI stat from earlier)

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Not so fast … aren’t smart phones, app’s and connectivity on the go only for young people?

Nielsen research this summer shows that the fastest uptake is in the 55+ age group

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At Bournemouth University we carried out research in 2006, 2008 & 2011 on youth & media engagement

In 2006 … social media did not exist …

In 2008 … 71% consumed social media daily

In 2011 … 97% used social media daily

Social media is now viewed as having technological ‘lock-in’ status

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Our research also asked about trust … (we as academics are still ranked second highest next to parents!)

In 2006 … do you trust personal web sites … 45% said NO

In 2008 … do you trust personal web sites … 26% said NO

In 2011 … do you trust personal web sites … 18% said NO

What can we do? What can we TAKE AWAY?

1 VALUE FOR MONEY

2 INCREASING REACH (PARETO 80/20)

3 BRAND ENGAGEMENT

4 REJUVENIATE YOUR SERVICE

5 BUILDING PARTICIPATION

From: Benaldy, A., (2010), Five Uses of Social Media, WARC Prize

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ANY QUESTIONS?

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