dr jim hamill session 1
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TRANSCRIPT
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Today’s Conference
A conversationnot a broadcast
Theme is ‘learning from experience’
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Today’s Schedule
Session Topic/SpeakersSession 19.30 - 10.15
The ‘State of Play’ – Dr. Jim Hamill, Prof Alan Wilson
QuestionsSubmit your questions
Session 210.30 - 11.15
‘Listen’ – Alan Stevenson, Ed Cochrane
Tea/Coffee 11.15 – 11.30
Session 311.30 – 12.15
Social Media in Action (1) – ‘Internationalisation’ – Jane Gotts, Aileen Lamb, Brian Inkster
Session 412.15 – 12.45
Q&A Session – ‘The Key Drivers of Social Media Success’
Lunch Break
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Today’s Schedule
Session Topic/SpeakersSession 513.45 – 14.30
Social Media in Action (2) – ‘Scottish Food and Drink’ – Lesley Wood, Craig Stevenson, Carol-Anne Doyle
Session 614.30 – 15.15
Social Media in Action (3) – ‘Celtic and Rangers’ – Tony Hamilton, Robert Boyle
Comfort Break15.15 – 15.25
Session 715.25 – 16.05
Social Media in Action 4 – ‘Maximising the Potential of Linkedin’ – Kenny Mulcahy
Session 816.05 – 16.30
Q&A Session ‘Next Steps’ and Conference Close
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Social Media: The State of Play
Where are you with social media?
What progress has been made?
Where are you going?
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Our View on Progress Made
Interest and enthusiasm has grown rapidly
Channels are being set up
But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement, business impact and ROI
A broadcast mentality prevails…….
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What road are we on?
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Is there something fundamentally wrong with our approach to Social
Media?
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Something Wrong…..
Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?
Is anyone listening anymore?
Have the rules of businesschanged?
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Be Social
New ‘mindsets’ are required to be successful in social media
‘BE SOCIAL BEFORE DOING SOCIAL’
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The Five Key Things to Remember about Social Media
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1. It’s a Revolution
A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ Internet
Content generated by the network for the network
We are no longer passive consumers of content/brand messages
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2. It’s Social
Marketing as a conversation; two-way dialogue
Conversations are already taking place on the cloudrelevant to your business – are you listening?
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3. Power Shift
Social media empowers customers, empowers the network
We no longer control the brand The brand becomes the customer
experience of the brand – experiences that are widely
shared online
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4. Declining Effectiveness
Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?
We are no longer passive sheep waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell youto ‘flock off’.
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5. The End of Business as Usual
New ‘mindsets’, new business approaches and new performance measures are required
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe
This is something we are not very good at doing. We prefer telling people how good we are
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The End of Business as Usual
‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and
network relationships
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‘Getting There’
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Avoid the Road to Nowhere
‘Social Media Planning Pays’
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Social Media Strategy and Action Plans
• Use a simplified Balanced Scorecard approach to social media strategy development and implementation
• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects
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Develop a Strategy
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• What are the key actions and initiatives you need to take?
• Organisation, resource and people issues
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Potential Business Benefits of Social Media
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Potential Business Benefits
5 main areas:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)
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‘Be Customer Led’
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Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle?
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Questions About Social Media?