"growing your businessin a digital world" to hp smb group
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20 MAY 2011 growing your business
in a digital world
I’m Allister
something big is
happening
1x
15,000x
Our journey to connectedness
1970 1980 1990 2000 2010
Co
nn
ect
ed
ness
social media changes
everything
Social Media comprises online applications, platforms and media focused on collaboration, sharing and interaction between users.
“It’s just people having conversations online”
Blogging
RSS
Podcasting
Video Sharing
Photo Sharing
Social Networking
Microblogging
Bookmarking
Search
Professional
Wikis
Presentations
An average hour online
Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)
-66%
+11%
-36%
+159%
+84%
Top 10 Uses of Social Media
Source: Universal McCann Wave Study 4 / % of active internet universe
Fun / entertainment
To share new experiences
To share knowledge
Meet new people
Stay in touch with friends
To feel like I belong
To promote myself
Make contacts for work
To earn respect
To change opinions
Younger Me (1993)
Older Me (2008)
Today Me (2011)
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
of people trust recommendations
from people they know
What do we trust?
Recommendations from people I know
Brand web sites
Consumer opinions posted online
Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
Ads in magazines
Ads on radio
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Trust completely
Trust somewhat
Don’t trust much
Don’t trust at all
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
CO
NV
ERSI
NG
SH
OU
TIN
G
A day in the life of a Tweet
Posted to Twitter
Posted to Facebook
Retweeted
Enters the blogosphere
Used in office e-mails
Submitted to social bookmarking sites
Indexed by Google/Bing
Forwarded around the web, forever
Inspired by www.ngonlinenews.com
Photo taken
social is everywhere
advertising /ˈædvәˌtaɪzɪŋ/
n. the cost of being boring.
from shouting to conversing
Marketing in a Digital World
Paid Owned Earned
on Halloween we eat a lot of sausage. That’s tradition.
Is anyone dressing up as a sausage for Halloween this year?
next week is pub week, and sausage week, and then Halloween so we must eat pumpkin pie and toffee apples? Did I miss pie week?
Costume Party
Going
Happy Candy
Dress
Love
tips for marketers
invest in social leadership
invest in social players
invest in tools & expertise
develop your SRO strategy
SRO = Social Recommendation Optimisation
listen, then engage
go where the audience is
create social objects
use multiple interfaces
make it better when shared
show some personality
Juvenile delinquent
Company robot
fail fast, learn faster
(again and again…)
What’s the cost of not being social?
Thank you for listening
© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft
Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
http://allisterfrost.com [email protected] @allisterf