slides for newcastle uni renewable energy, enterprise & management msc - social media lecture
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Slides for Newcastle Uni Renewable Energy, Enterprise & Management MSc - Social Media lectureTRANSCRIPT
REEM & SOCIAL MEDIA
Justin Souter, MDSouter Consulting Limited
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MSc Renewable Energy, Enterprise & Management First delivered in 2008, the MSc in Renewable
Energy, Enterprise and Management (REEM) provides fully integrated renewable energy management and enterprise training in order to deliver a broad view of the renewable energy industry.
It is designed to be highly flexible, allowing postgraduate students to study renewable energy and business enterprise subjects either full-time or part-time, and to study whilst remaining in full-time employment.
Students on this programme will learn how to start up and develop a business in the Renewable Energy sector, with the opportunity to trade.
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So who are you? Show of hands
– Facebook users– Bloggers– Twitter– Post videos?– Post photos?
Work– Startup– Intrapreneur ;-)– Career change
What sort of help do you need?
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So who am I? Run my own business:
– Social Media strategy, implementation, outsource
– Helping customers work out how to best use their info sharing tools
– Managing the people change Worked for nearly 10 years for IT outsourcer Bluffed at being a techie – am really a
business consultant Native of the North East (Northumberland!) Mentoring 2 students at Newcastle Uni
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Agenda
Context Social Media for business It’s now the mainstream Business level thoughts Exercise for you
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Katie brief:
“Something that will equip them with the means to assess your material against their own business ideas – to see how they can use SM to promote,
be strategic, and set up their own businesses”
Start thinking about this now, as you’ll be doing an exercise in a little while! ;-)
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BASICALLY IT'S ABOUT HOW TO USE THE SOCIAL MEDIA BIT OF WEB 2.0 FOR YOUR BUSINESS10/04/23 REEM & Social Media - (c) Souter Consulting Limited 2010 7
History & context
Internet WWW Traditional media online & then
dot.com bubble and bust Web 2.0 Breaking down the barriers of the
traditional organisation Cloud computing
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The penny has already dropped!
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It's hit the mainstream and a recognised tool for
business Gulf oil spill Punch above your weight Dramatic ability to create buzz &
influence if you– have something interesting / unique to
say– can create and maintain a community
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It's about telling your story in a different communications
channel Text, photos, video, speech Create human face for your brand Building social capital
– Create more than you capture– You're the sidekick for your community
It’s new, but use existing expertise and update it…
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Social Media Marketing
It's more than just setting up a Twitter account, blog etc.– It's about strategy
Build following around your brand, and people willing to support you and tell their friends– Give you feedback, ideas
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It's interactive brutally honest real-time a mindset, a fast-moving, dynamic way
of doing business quite a commitment not about how many followers you
have, it’s about ‘whuffie’ perfectly suited to Green issues
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Build a community to help you
Get the message out Get feedback Get new ideas Get introduced to key players Gain momentum, confidence Succeed, make £!
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Context
B2B B2C Internal
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PRACTICAL EXAMPLES
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DaGoatySocial Media effectiveness -
Rozmic
Recruitment
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Marketing
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Focus group / feedback
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Customer support
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Early warning
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Crisis Management
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Case Study – Social Media disaster
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Motrin: Twitter
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Business to Business Scenarios
According to Dan Sears, you might consider the following:– Listen and monitor the
online conversation– Gather product
requirements and feedback
– Alert customers of new product features, upcoming events
– Introduce products to prospects
– Develop advocates and Industry influencers
– Reposition products and brands
– Share information during tradeshows and events
– Align and connect communities of interest and practice
– Generate awareness and exposure (press release)
Social Media in a B2B context blog post
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Downsides
Motrin (as we’ve seen) Dell Hell – turnaround to @DellOutlet
& $3m sales Copyright issues – sharing gets
abused Phishing / spam / identity theft Time wasting Time consuming
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HOW?
kevindooley
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31Entire contents © 2008 Forrester Research, Inc. All rights reserved.
The four-step approach to the groundswell
POST
People Assess your customers’ social activities
Objectives Decide what you want to accomplish
Strategy Plan for how relationships with customers will change
Technology Decide which social technologies to use
32Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Development
Support
Sales
Marketing
Research
Groundswell objectivesRoles
Listening
Talking
Energizing
Supporting
Embracing
Key roles and their groundswell objectives
WHAT?
nolifebeforecoffee
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Matt Hamm
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10ch
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Mike Licht, NotionsCapital.com
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Ernst-Jan Pfauth
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eco2oh
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nanpalmero
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enriqueburgosgarcia
Katie brief:
“Something that will equip them with the means to assess your material against their own business ideas – to see how they can use SM to promote,
be strategic, and set up their own businesses”
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“THIS IS ABOUT DETERMINING A FUTURE ONLINE CUSTOMER COMMUNICATIONS STRATEGY”
Chief Executive I was talking with recently[!]
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Technology
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Sammy0716
Social Movement
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Paul Keller
Mindset
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websuccessdiva
Next steps Set up tools
– Online– Offline– Integrate them
Start following people– Twitter & RSS, subscribe to videos,
presentations Start to find your own voice It's about the long term
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There is also Innovation
– Get your community to suggest where you go next
Crowdsourcing– Get folk to collaborate on your next project
and help de-risk it Mashups - lightweight process-based
applications Cloud Use these tools to fast forward to
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Further materials
Groundswell Whuffie Factor Good presos on Slideshare
– Social Media– Enterprise– Web & Enterprise 2.0
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Are you enterprising? North East Access
to Finance Entrepreneurs
Forum Centre of
Excellence– Teesside– Tyneside– Wearside
Business Link
Other networks– Netpark– Supermondays
One North East - http://onenortheast.co.uk/page/business/energy.cfm
Guy Kawasaki – The Art of the Start
Lots of support!
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Summary It’s about doing business … differently It gives smaller players a massive leg-up Cost can be limited to time spent doing
(& learning how to do) It’s here to stay whether we like it or not You can just ‘fire & forget’ by getting the
youngies to do it – you need to manage it
Start the journey now!10/04/23 REEM & Social Media - (c) Souter Consulting Limited 2010 52
http://pwnwear.com/2009/11/06/keybinding-do-it/
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Souter Consulting Limited
What can I do for you? Please contact me to see how we
can work together!
Justin Souter– http://souterconsulting.eu – [email protected]– 07717 725504
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WHY?bitzcelt
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Cause & effect – Adam Parker stylee
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Measure Description Examples
ActivityIndicate that PR activity has made an
impact.
Relevant coverage on publications, tweets about your announcement/brand, YouTube views,
downloads.
QualificationAssess potential influence of these
activities.
Twitter followers, readership of publication, authority of blog, Page Rank. These can then be
further distilled into overall measures.
Indicator
Indicate the likelihood that the activities measured will result in a
desired response of some kind either now or in the future
Referrals to your website from a particular piece of coverage or Twitter activity; increased positive
sentiment compared to the position prior to the PR campaign; relative impact compared to other
campaigns.
ActionActual desired responses that
resulted.
Lead generation, sign ups, attendance at an event,
sales.
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ROI = actualized potential.
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10 ways to measure social media success
1. Traffic2. Interaction3. Sales4. Leads5. Search marketing
6. Brand metrics7. PR8. Customer
engagement9. Retention10.Profits
Props to Econsultancy
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Resources
Yongfook / Egg & Co Oliver Blanchard Adam Parker Dave McClure My Delicious links on ROI Other links are embedded on the
slides…
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AND FINALLY…Sister72
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Phil Richards
“If you come from the "intention" just to get business, then its more difficult to take part ( IMHO ), if you come from the intention of sharing, helping, community etc.. then whilst business does come, its not the primary intention, and getting involved has more meaning.”
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Why accountants should blog
“The biggest benefit though comes through your ability to show your human-ness. – People deal with people and if they see
authenticity expressed through your blog efforts then they are far more likely to identify with you as a person.
– Given the professional reputation for being stuffy, that can't be a bad thing.
– Agree?” Dennis Howlett
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