Trainleaders1hr010410

Creating collaborative conversations…

trainleaders

Form, Follow or Fear the Future


Agenda

• What how and who.........Old world order

• Inverted social capital• New world order• Value and RoI• Free tools – how to be found• Automation• What is your strategy?• Questions and conclusion


Marshmallows

Don't eat marshmallows

http://trainleaders.wordpress.com/success/


What are social media?

• Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site.www.capilanou.ca/help/active-cms/glossary.html

• Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, LinkedIn, Facebook, Twitter etc)www.bottlepr.co.uk/glossary.html

http://www.google.co.uk/url?ei=JHKyS6LkDIL80wTT-ZW2BA&sig2=ZLhXkDEI5hylFMF5BCubIw&q=http://www.capilanou.ca/help/active-cms/glossary.html&ei=JHKyS6LkDIL80wTT-ZW2BA&sa=X&oi=define&ct=&cd=1&ved=0CBQQpAMoBQ&usg=AFQjCNHC6is6OMUMByGqLowybzc5LDWotQ

http://www.google.co.uk/url?ei=JHKyS6LkDIL80wTT-ZW2BA&sig2=KSAHBSpZBLkKTvtiq0X48Q&q=http://www.bottlepr.co.uk/glossary.html&ei=JHKyS6LkDIL80wTT-ZW2BA&sa=X&oi=define&ct=&cd=1&ved=0CBUQpAMoBg&usg=AFQjCNGdydYtDf-su8d_qxMqJWeozSio3g


Common themes

• User-generated content UGC• Video, audio, text or multimedia• Sharing & discussion• Opinions insights experiences perspectives


What How Who

• What direction are you going in• Are you in a startup, growth, matured,

declining, renewed organisation• Who provides your foresight• How is the need for change recognised• How integrated is your value chain for

shareholders, employees, customers, clients, volunteers, suppliers


Old world New world orderSumerian Tablet Walking upright

Papyrus Paths

Gutenberg Press Wheel

Telegraph Roads

Fear Telephone Carts

Or Radio Carriage

Celebrate Computer Train

Technology TV Car

Radar Lorry

Satellites Plane

WWW Satellite

Mobile Space


Old World Order

• How to get your message to market?

• Advertising – Print Radio TV Internet

• PR Word of mouth Networking Direct Mail

• In a competitive market all required huge sums of capital

• We trusted a few large organisations

• BBC ITV Telegraph Independent

• World is fragmenting

• Bloggers are now stars


Old World Order• TV favoured as most powerful – yet likely most

expensive and most difficult to measure results..........

• You can now have a 2 minute video created for £200! Spread globally............

• In 1835 James Gordon Bennet founded the first mass circulation daily paper in New York (Herald)

• It cost $10,000 in today’s money*

• By 1850 to achieve the same result cost $2,500,000 in todays money...........*

*source Yochai Benkler – The Wealth of Networks


The Point? Inverted social capital

• The internet and Social media specifically has created a level playing field for promoting your organisation

• You can compete equally and very often more successfully than large brands because they do not understand social media due to inertia – clinging onto old ways of business!


Convergence Change

Email soon dead 90% 200bn a day spamYour mobile is your new PC - in 3 yearsThe world of private & closed is goneCelebrate the true marvel that is web 3.0

Free press? Collaboration? Local politics?


New World Order

• Social media touches every aspect of your organisation, internally and externally

• Are you listening, managing & monitoring this• By not engaging - other people control what is

said about you• Engaging overcomes this whilst beneficially

attracting people/customers towards you


New World Order• Facebook > 400m subscribers > 20% internet users• Facebook = 3rd country in the world• Estimated > 200m blogs source: Blogherald

• 33% adults post > weekly to web - Facebook, Twitter*• 25% of adults publish a blog & upload video/audio*• 60% maintain a profile on a social networking site*• 70% Read blogs, tweets and watch UGC video*• In 2 months UGC > combined content of ABC NBC CBS

since 1948, when ABC started source: Did you know 4

• Google earns $200 a second• Teanagers 6 X more effective on web than adults source BBC

* Source http://www.lostremote.com/2010/01/20/adult-social-media-use-hits-new-highs/


New World OrderSocial Media has overtaken porn as the #1 activity on the Web Source: Huffington Post

Fastest growing segment on Facebook is 55-65 yr old females Source: Inside Facebook Blog

80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what this means for bad customer experiences? Source: Attempting to Relocate

25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox & Nielsen

Only 18% of traditional TV campaigns generate a positive ROI Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007

24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us Source: Yahoo Finance

http://www.amazon.com/Marketing-Social-Web-Customer-Communities/dp/0470124172


Use Case Value/ROI

Brand Audit Identify opportunities in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marketing Increased sales & rate of return on ad spend

Customer Service Increased satisfaction, brand loyalty, awareness

Competitive Insight Identify differentiating features & innovate

Public Relations Efficient use of time & identify influencers

Sales – Lead Generation Increased sales & shortened sales cycle

Search Engine Optimization More effective SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

Value and RoI


Join the conversations

• So what is your 2010 social media strategy• Your 2 brands – personal/corporate• What are your core messages• Targeting your conversations where?• Which platforms to use?• Listening managing monitoring• Freeing and allocating resources• Being everywhere at once• Digital time management


Outcomes of your strategy

• Increase your number of transactions• Increase their value• Increase their frequency• Increase your margins• Measure sales activity with SM activity

and company activity = what works, what doesn’t


But I don't have time......

• Knowing what to say helps

• Knowing where to say it helps

• Using multi media makes your customer experience richer – post by txt or email

• Automation means that you can be in many places at once................

• Understanding your browser helps

• Managing your inbox helps

Honestly where are you investing time on marketing?


Use & Automation of Social Media

Platforms


Reach Depth Useful updates

• Know Like Follow

• Open Random Supportive

• Want to be seen in many places at same time (live in a fragmented world) BBC Christmas shows

• More places:

– more likely to be stumbled upon

– easier for Google (search engines) to find you

– easier for aquaintances and friends to find you

– EASIER FOR STRANGERS TO FIND YOU


Search engines

• Youtube – 2nd largest

• Facebook – 4th largest

• Important you are found on:

– Google

– Youtube

– Facebook

– Twitter

– LinkedIn

– ? ? ? cost effective listings with other sites ? ? ?


Many places…

• Networking sites:– eg Facebook, LinkedIn, Ecademy, Xing, Ning,

Viadeo

• Sharing sites:– eg StumbleUpon, Digg, Delicious, Reddit,

Technorati

• Blogging:– eg Wordpress, Blogger, Yahoo, Windows Live

• Video sites:– eg Youtube, Vimeo…


What is RSS

• RSS (most commonly expanded as "Really Simple Syndication") is a family of web feed formats used to publish frequently updated works — such as blog entries, news headlines, audio, and video — in a standardised format

source wikipedia


Sharing useful newsFrom RSS news feeds

Google Reader(auto-gather, manual distribution)

large number of sites


OR /

download into Browser

Google profile Individual sharing sitesto share web page with another

site such as

Global favourites bar Blogs


Youtube automation


RSS feed

feed


Blog sharing tools

• allow multiple Blog postings

• on different platforms

• link different tools

• to say the same in different places..............

• Reach Depth Quality


Free Google ToolsGoogle Local Business – inc maps listing

Google Profile

Google Reader

Google News

Google Alerts

Google Friend Connect

Google Analytics

YouTube/Blogger

Google Mail Google Calendar

Google Blog search

Free web address and hosting for a year


Guaranteed value from usSo first you need a strategy........... We'll guide you

Then we can show you where to buy an email client for the year for US$59

25,000 a month + free PR listing in Google News

Personal SEO listing £50 for the year

Improved SEO for your website and personal brand

Live video streaming for free

Email/txt your updates - voice/txt/video

Speak (by phone) your updates to your network

Is this worth £500?


Guaranteed value from us

How to write your profileWe'll show you how to do it all - in a day!

And support you afterwards

And the Govt will pay - subject to terms


Social media 4 grown ups

Oh yes and we can show you who is talking about you......

Provide you with sales leadsShow you how effective your marketing isHelp you ride the wave not drownBe seen as bigger than you really are


Questions?

Better informed

Better decision making

Better world Why WE do what we do!

Trainleaders1hr010410

Documents

social media

inverted social capital

social environment

video hosting

minute video

todays money

new york herald

exchange of content