introducing social media for small business
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Introducing Social Media for Small Business
Neil Infield – Manager Business & IP [email protected] - @ninfield (twitter) - www.inoutfield.com
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We are for anyone who wants to do research academic, personal or commercial
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Introducing Social Media for Small Business – Neil Infield 2013
Who is the British Library for?
We are for anyone who wants to do research academic, personal or commercial
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Introducing Social Media for Small Business – Neil Infield 2013
The first place to come for entrepreneurs, innovators and business researchers
Get inspiration
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Introducing Social Media for Small Business – Neil Infield 2013
The first place to come for entrepreneurs, innovators and business researchers
Get inspiration Protect your ideas
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Introducing Social Media for Small Business – Neil Infield 2013
The first place to come for entrepreneurs, innovators and business researchers
Get inspiration Protect your ideas Develop your business
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Introducing Social Media for Small Business – Neil Infield 2013
Key Criteria Registered or trading in London Trading for at least a year with proven sales Turnover shows you cover the cost of one other employee
British Library - Innovating for Growth programme
A free business consultancy worth over £10,000 to help you expand your business through new ideas, markets and products
www.bl.uk/bipc/innovating.html 7
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Introducing Social Media for Small Business – Neil Infield 2013
Open Innovation Project
Aims to stimulate the application of open innovation principles to create jobs and new businesses
Partnership of business support organisations, higher education institutions, local government
Diverse programme of activities
Funded by Interreg IVB NEW
http://openinnovationproject.co.uk/dev/index.php/home
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Introducing Social Media for Small Business – Neil Infield 2013
Success Story - Guy Jeremiah - ohyo bottle
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Introducing Social Media for Small Business – Neil Infield 2013
What is Social Media
Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks
Ahlqvist, Toni; Bäck, A., Halonen, M., Heinonen, S (2008)
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Introducing Social Media for Small Business – Neil Infield 2013
What is Social Media
Characteristics
Free or very low cost
or Freemium model
Simple technology using web browser, or mobile Apps
Lots of online help and guidanceSource - http://www.sxc.hu/profile/garwee
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Introducing Social Media for Small Business – Neil Infield 2013
What is Social Media really
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Introducing Social Media for Small Business – Neil Infield 2013
What is Social Media really
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Introducing Social Media for Small Business – Neil Infield 2013
Why all the fuss about Social Media
For the UK only…
Facebook – 33 million people
Sourcehttp://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for-2013/
http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg
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Introducing Social Media for Small Business – Neil Infield 2013
Why all the fuss about Social Media
For the UK only…
Facebook – 33 million people
Twitter – approx 34 million active accounts
Sourcehttp://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for-2013/
http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg
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Introducing Social Media for Small Business – Neil Infield 2013
Why all the fuss about Social Media
For the UK only…
Facebook – 33 million people
Twitter – approx 34 million active accounts
LinkedIn – 11 million (79% over 35 years)
Sourcehttp://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for-2013/
http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg
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Introducing Social Media for Small Business – Neil Infield 2013
Why all the fuss about Social Media
For the UK only…
Facebook – 33 million people
Twitter – approx 34 million active accounts
LinkedIn – 11 million (79% over 35)
Pinterest – under 1 million (but growing fast and 29% in highest income bracket)
Sourcehttp://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for-2013/
http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg
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Introducing Social Media for Small Business – Neil Infield 2013
Why all the fuss about Social Media
For the UK only…
Facebook – 33 million people
Twitter – approx 34 million active accounts
LinkedIn – 11 million (79% over 35)
Pinterest – under 1 million (but growing fast and 29% in highest income bracket)
Google Plus – unsure, but 135m globally active
Sourcehttp://www.rosemcgrory.co.uk/2013/01/08/uk-social-media-statistics-for-2013/
http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg
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Introducing Social Media for Small Business – Neil Infield 2013
Business & IP Centre page - 2,462 likes
Business & IP Centre and Social Media
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Introducing Social Media for Small Business – Neil Infield 2013
Business & IP Centre page - 2,462 likes
BIPC TV channel - 851 subscribers - 378,267 views
Business & IP Centre and Social Media
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Introducing Social Media for Small Business – Neil Infield 2013
Business & IP Centre page - 2,462 likes
BIPC TV channel - 851 subscribers - 378,267 views
4,372 followers on Twitter
Business & IP Centre and Social Media
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Introducing Social Media for Small Business – Neil Infield 2013
Business & IP Centre page - 2,462 likes
BIPC TV channel - 851 subscribers - 378,267 views
4,372 followers on Twitter
6,372 members
Business & IP Centre and Social Media
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Introducing Social Media for Small Business – Neil Infield 2013
Business & IP Centre page - 2,462 likes
BIPC TV channel - 851 subscribers - 378,267 views
4,372 followers on Twitter
6,372 members
The Patent Blog – 1,200 views a weekIn from the Outfield – 1,000 views a week
Business & IP Centre and Social Media
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Introducing Social Media for Small Business – Neil Infield 2013
What will Social Media do for your business
Find out what your
Customers
Critics
Fans
…are saying about you online
Spot trends
Monitor your competitors
Example: www.wigglywigglers.co.uk
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Introducing Social Media for Small Business – Neil Infield 2013
What will Social Media do for your business
Allow you to engage with your
Customers
Critics
Fans
…in a transparent manner
Measure your impact
Crowdsource your products and services
Example: Dress designer Sabina Alli crowdsourcing on Facebook - www.facebook.com/MotasemDresses
http://www.flickr.com/photos/kryten/125710155/
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Introducing Social Media for Small Business – Neil Infield 2013
Blogging for Small Business
Wikipedia definition:
“Blogs are frequently updated webpages which are easy to edit and to share. They allow readers to subscribe as well as comment on the posts.”
Tend to be informal in style and short in length.
An addition to main business website.
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Introducing Social Media for Small Business – Neil Infield 2013
Blogging for Small Business
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Introducing Social Media for Small Business – Neil Infield 2013
Why you should blog
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Introducing Social Media for Small Business – Neil Infield 2013
Why you should blog
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To build trust – ‘real’ people vs anonymous business
To build an audience
Increase Search Engine Optimisation without the risk – Google loves blogs and hates cheaters
Why you should blog
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Drive traffic to your website – see above
To act as your social media hub
Be seen as an expert in your field – requires insightful, quality content
Reach a wider market – word of mouth referrals
Why you should blog
http://www.sxc.hu/profile/Kurhan
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With passion… and patience
For your audience
On your own or in a team
Mainly about things related to your business
Headings must be ‘Ronsealed’
How you should blog
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Regularly – minimum once a week
Content must be engaging / surprising / controversial / intriguing
Including images and videos
Length must be ‘just right’ – somewhere between Stephen Fry’s Blessays and Euan Semple’s The Obvious.
How you should blog
http://www.sxc.hu/profile/dspruitt
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Leveraging your other social media channels – Twitter, LinkedIn, Facebook, +Google, etc
Using your web domain if possible
Promote using contacts and ‘Blogroll’
Measure using built in tools or Google Analytics
How you should blog
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Not all spam is tasty
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Look out for Trolls
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My favourite blog post
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Introducing Social Media for Small Business – Neil Infield 2013
Your About page
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Introducing Social Media for Small Business – Neil Infield 2013
Twitter for Small Business
What is Twitter?
Micro blogging – 140 character limit
The ‘Marmite’ of Social Media services
Love it or loath it – it does work
Smaller numbers than Facebook – but bigger spenders
Unparalleled access to celebrities and decision makers
An opportunity to ‘go’ viral
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Introducing Social Media for Small Business – Neil Infield 2013
Twitter for Small Business
How to use Twitter
Short term promotions and special offers
Invite feedback / market research
Enhance your reputation
Improve your customer responsiveness
Build good relations
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Introducing Social Media for Small Business – Neil Infield 2013
Twitter for Small Business
How to use Twitter
Find trending topics
Find experts and evangelists for your brand
With caution – going viral could be a bad thing
Try to separate work and play
Be careful when re-tweeting (libel laws apply)
Think first – tweet second
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Introducing Social Media for Small Business – Neil Infield 2013
Twitter for Small Business
Twitter top tips
Customize your page:
Change default profile picture
Use 160-character BIO space, using keywords
Use # tags for searching - e.g. #thatchersdead
Shrink your links using Bit.ly etc
Install a mobile app
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Introducing Social Media for Small Business – Neil Infield 2013
Twitter for Small Business
Twitter top tips
Create a tweet button on your web pages
Create and use lists to clean your stream
Learn the twitter lingo
@reply - Direct Message (DM) - Follower - Hashtag - Retweet (RT) - Trending Topics
Use tools to manage - e.g. Tweepi
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Twittertop of the pops quiz
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Introducing Social Media for Small Business – Neil Infield 2013
Facebook for Small Business
“The time has passed when Facebook was a "good idea" for businesses to try. It's now essential to your inbound marketing strategy.”
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http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-Video.aspx#ixzz2NMs3aw5H
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Introducing Social Media for Small Business – Neil Infield 2013
Facebook for Small Business
Do’s
Stay active
Post frequently
Post questions
Ask about your customers
Include photos and videos
Offers and promotions
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Introducing Social Media for Small Business – Neil Infield 2013
Facebook for Small Business
Do’s
Stay active
Post frequently
Post questions
Ask about your customers
Include photos and videos
Offers and promotions
Don’ts
Too much activity
Too personal
Only posting links
Only in selling mode
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Create a Facebook Pageto build a closer relationship with your audience and customers
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Introducing Social Media for Small Business – Neil Infield 2013
LinkedIn for Small Business
The ‘grown-up’ Social Media channel
According to a study by Hubspot in 2013, LinkedIn is almost 3 times more effective than Twitter or Facebook for converting more website visitors into leads.
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Introducing Social Media for Small Business – Neil Infield 2013
LinkedIn for Small Business
Good for consultants, trainers and professions
Research and engage with potential customers
Check out your competitors
Get connections to endorse your expertise
Get recommendations
Link to your other social media activities
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Is Ben a clueless hippy or an industry expert?
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Is Ben a clueless hippy or an industry expert?
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Introducing Social Media for Small Business – Neil Infield 2013
Pinterest for Small Business
Pinterest is a pinboard-style photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more.
Users can browse other pinboards for inspiration, 're-pin' images to their own pinboards, or 'like' photos.
The young upstart on the Social Media scene
…But very rapid growth last year
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Introducing Social Media for Small Business – Neil Infield 2013
Pinterest for Small Business
Use it to post images related to your business
Reach an affluent audience with high quality images
Benefit from visual content over text
Link to your website
and other Social Media activities
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Google Plus for Small Business
Still a pale shadow of Facebook
But is now incorporated in search results
So definitely worth adding your presence
One to keep an eye on
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Introducing Social Media for Small Business – Neil Infield 2013
YouTube for Small Business
People love moving images
Google loves videos
Demonstrate how things work
Share your knowledge
Example Blendtec
Example Rasheed Ogunlaru
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Introducing Social Media for Small Business – Neil Infield 2013
Developing your Social Media strategy
Have a plan
Work out what you want to get out of Social Media
What are your goals?
More attention for your brand?
Customer service?
Customer interaction?
All of the above?
Define your audience and find out where they ‘live’
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Developing your Social Media strategy
Work with your neighbour to complete pages 1 and 2 of the hand-out
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Introducing Social Media for Small Business – Neil Infield 2013
Tools to help you
Hootsuite or Tweetdeck to manage your posts
Google Analytics
Facebook Insights
Sprout Social
Wildfire Social Media Monitor
www.monitoring-social-media.com
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Hootsuite for monitoring and scheduling
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Introducing Social Media for Small Business – Neil Infield 2013
My top tips for Social Media success
Try to limit to 30 minutes a day
Keep it professional – you might go viral in a bad way
Keep an eye out for new services
Try to measure results
Cull any activities that don’t help your business
Try to stay focussed – keep away from the Lolcats
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Don’t get involved in flame wars
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Introducing Social Media for Small Business – Neil Infield 2013
My top tips for Social Media success
Be a person online – but not too personal
Always try to add value
Don’t just lurk - contribute
Try to be ‘marketing lite’ - avoid spamming
Have a consistent brand / name across your social media platforms
Have fun with it
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Introducing Social Media for Small Business – Neil Infield 2013
Question time
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