social media… - aat · avaya discovered a 57-character tweet: “[...] or avaya? time for a new...

Business Improvement and Growth

Virtual IT Director | Competitive Business Processes | Improved Sales Through Social Media | Stable and Secure Systems | Office Relocations



Social Media… Long Live Social Media

Lisa Jones

Barclay Jones





• Lisa Jones

• Virtual IT Director advising businesses on how to use technology, web and social media to grow their businesses

• Social media is critical to my business development strategy

Introduction

• Member of IoD

• Committee member of West Yorkshire IoD

• Member of Social Media team in Yorkshire IoD

• Setup the Twitter stream, blog and run the blog day to day

• Help to market the IoD Yorkshire region, and it’s members





• Social Experiment

• Social Media Quiz

• Brief history of social media

• Social media and the recession; the relationship

• Breakout session: your challenges

• Social Media Strategy – practical tips for developing the brand and engaging with existing and potential members – LinkedIn, Twitter, Blogging, Facebook

• The Institute of Directors (Yorkshire) case study

• Breakout session: your options

Session Contents





Get up, sit down: a social experiment

(Marathon warm up)





Question: What’s your approach to and experience of social

media?





The Social Media Quiz

Hint: answers are in the presentation, even if they are NOT in the correct order

–> stay engaged!

(#9 should say “Twitter”)





Brief History of Social Media





Brief history of social media

When?






• 1973, Berkeley

• Community Memory was born

• The world’s first computer based social network -> a computerised version of a paper bulletin board






• Early ‘80s, computers become personal, leading to a more computerised culture

What was your first computer?






• The Grateful Dead use social media (The Well) to publish their gigs late ‘80s





.com bubble bursts

When?






• Blogs go online 1990 onwards

• Now the norm (65% of businesses blog)






• LinkedIn launched in 2003

• Now 100m users worldwide (5m uk)





• Twitter launched 2006

• 200m worldwide users

• sending 55m tweets (up to 140 characters) per day







• Facebook launched 2004 (Mark took 2 weeks to build in his bedroom), worth £50bn

• 600m users worldwide

• 29m users UK

• 50% of active users logon every day






• 3 things lead to social network success: – Digital cameras

– Broadband speed

– Access to the web massively increases

• 2011 = 1st year where mobile/tablet devices outsell traditional PCs





10 min Exercise: What challenges do you face marketing to, and engaging

with, your membership?





10min Debrief: What challenges do you face marketing to, and engaging

with, your membership?





Coffee





Social Media and the Recession:

the Relationship





Social Media and the Recession: the Relationship

• Social Media Today early 2010:

transitioning from a “shiny new experimental tool” to a device that is on the verge of necessity

– More cost effective way to spread brand message

– Enabled consumers to engage with brands

– Enabled brands to become more transparent to their buying audience

– Brands that listen to their consumers are becoming more successful

http://socialmediatoday.com/SMC/190190





Interesting?

• 80% of US companies polled in December 2010 suggested that they are likely to use the web to source new staff in 2011 (social recruitment)

• McKinsey suggests that “Networked Enterprises” are making much bigger gains than peers who are not making best use of social media

• CXO poll: “Companies that don't use social media are losing out”





Company Websites =

Propaganda?





SEO is Dead… Long Live Social Media





• SEO = Search Engine Optimisation – Traditionally money spent on outside

organisations to generate page 1 rankings on Google





SEO – at what cost?

• Only 25% of Google surfers go to page 2 of Google

• Thus businesses “need” to be on page 1 of Google

Are you aiming for credibility, or simply a ranking?





The new kid on the block…

…Social Media Optimisation

Attract visitors to you using social media, but how?





Inbound Marketing Concept: Create content that attracts people to you

Your website / business





Social Media Average Age of User

Note: stats

vary, but are

always late

30s early 40s





Example: Facebook Vs Google… who is Winning?

August 2010 USA Stats by CNBC:

• 41 million mins by Facebook users

• 39 million mins by Google Users

Facebook has raised £500million from Goldman Sachs (Facebook now est. worth £50billion)





Inbound Marketing Concept: When was the last time you booked a hotel, or bought a car, something from Amazon, without going online to research it?

…Personalized Discovery

is the new way





Take Social Media Seriously...Want to earn £3k for 140 characters?





Case Study – Better Client Meetings

• My business blogs and tweets about our products, approach and the future of IT and business growth

• We get involved in discussions online (LinkedIn, Twitter etc…)

• We research our ideal clients, they research us

• Meetings go more smoothly, better client retention and delivery





Case Study – IoD Yorkshire • More activity in the region

• Members joining (and rejoining) due to more engaged approach

• Run by volunteers

• Markets the members, not just the institute





Specific Social Media Examples





• Users = typically 44 years old, £50k salary

• 100m users worldwide

• 5m UK





LinkedIn

• Referrals have gone “online”

• Tips for practical activity:

– Connecting with contacts and clients (real and ideal)

– 3 degrees of separation

– Groups (up to 50)

– Events

– Updates





LinkedIn

• Businesses are using it to market their services

• Sales teams are using it to generate call lists

• Buyers are using it to ask communities for help and referrals

• 30% of the 100million users are PASSIVE

• It’s not simply about having a CV online – who’s looking at you whilst you are on the phone?





Twitter

• Typically 39 years old

• 200m worldwide, 15m UK

• AAT Tweets





Twitter

• Tips for ideal, practical activity:

– Use for research, marketing, networking

– Forward (retweet) interesting content

– “push” out blogs and updates

– Questions to engage

• Most popular times to tweet: Thurs and Friday (nearly 1/3 off all tweets sent on these days)





Twitter

• Can it actually generate cash for my business? YES

Avaya discovered a 57-character tweet:

“[...] or avaya? Time for a new phone system very soon”

Avaya’s response:

“@[customer] – let me know if we can help you – we have some Strategic Consultants that can help you assess your needs.”

The potential customer did, and 13 days later, Avaya closed a $250,000 sale.

• People SHARE everything online, even something as “mundane” as their phone system not working





Facebook

• Users typically 38 years old


• 29m UK users

• If it were a country, it would be the 3rd biggest

• Viral marketing, “liking”

spreads the word





Facebook


• 29m UK users

• 30bn pieces of new content/month

• 50% of active users logon every day

• 55% of Facebook users access via a mobile device





Blog

• What is a blog?

• What makes a good blog?

• Tips for ideal, practical activity

– Commenting strategy

– Content strategy

– Frequency

– Guest blogging





Blogging

• Blogs (in their current form) have been around for over 10 years

• Recently become the “new black” for business marketing – 65% of businesses blog





IoD Yorkshire Case Study






• Region made up of 5 committees

– North

– South

– East

– West

– Young Directors Forum

• Committee members = volunteers






• June 2010:

– Volunteers running committees

– Engaging with members where possible

– Trying to attract younger membership

– Benefits

• Events

• Hubs for meetings

• Bi-monthly newsletter






• Membership “getting older”

• No social media presence

• Social media team created to begin engagement

– LinkedIn

– Twitter

– Blog






• Yorkshire IoD Members have their own group

• Regular discussions:

Do you think interest rates will rise this week?

Poll: The thing you hate most about IT partners

Why is sales a dirty word?

Poll: what is the ideal time for an event?





IoD Yorkshire Case Study – Personal profiles of

committee show their involvement

– IoD Yorkshire has a company page






• Twitter

– Number of followers 700

– Not a members only group, thus allows for potential members to “road test” brand

– Used to “push” blogs, news and press releases

– Engagement with members and non members

– Used to “retweet” (forward) interesting tweets





• Blog: www.iodyorkshire.co.uk

• Launched October 2010

• 150 blogs

• 40 guests and counting

• Content = members and IoD staff blogging about their tips for business, events in the region, thoughts on the economy etc…

• Allows for potential members to “road test” brand


http://www.iodyorkshire.co.uk/






• Paying yourself in the most tax efficient way has changed

• Snap: Do you and your employer have the same brand?

• Sales Referrals: 4 part blog

• The quiet revolution

• Planning 2011: how to get the best out of your business

• Business Link Briefing

• Meet your Local MP

• Social Media as a Customer Service Channel?

• Big Picture: Spending Review for 2011

• Is it just the weather (and higher taxes?)

• IoD welcomes supply side budget





15 min Exercise: How can you use social

media at AAT? 5 Blog headlines

5 LinkedIn discussions 5 Tweets





15 min Debrief: How can you use social

media at AAT? 5 Blog headlines

5 LinkedIn discussions 5 Tweets





The Social Media Quiz RESULTS





Questions?





Connect with me on:

ITStrategyLisa

ITStrategyBaby

lisamarijones

www.barclayjones.com/blog

[email protected]

social media… - aat · avaya discovered a 57-character tweet: “[...] or avaya? time for a new...

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