This document discusses social media and how businesses can benefit from it. It defines social media as content and networks that allow people to connect, share content and build relationships. It provides examples of social networks like Facebook and Twitter. The document also outlines how businesses can use social media to engage with customers, answer questions, promote products and get feedback. It discusses new metrics for measuring social influence and campaign performance using data from platforms. Finally, it provides tips for businesses on how to effectively engage on social media through community building, sharing content and having conversations.

1. What is “Social Media?” & how can it help my business? Wayne Gibbins Communications Director © Viadeo 2010

2. [The videos] The links below relate to some of the public videos shown during the presentation: Short Socialnomics vid: http://bit.ly/jq1zZ1 And the longer Fat Boy Slim version: http://bit.ly/jI8no7 The Old Spice ad: http://bit.ly/dcJ7Dx & the blacklab response: http://bit.ly/mMkDtn *this slide was added after the seminar

3. Maybe just a fad? twitter: @waynegibbins

4. Social Media twitter: @waynegibbins

5. What does it include? Content Share Social Networks Bookmarking Social Media Wikis Blogs Micro- blogging Professional Networks Location Based twitter: @waynegibbins

6. So a Social Network… Image © Facebook twitter: @waynegibbins

7. How do they work? Connect with people you know (Facebook, Twitter etc.) or through content you like (Flickr, YouTube) From these grows relationships based on shared knowledge, experience or content. Relationships and networks grow through continued engagement and sharing. PEOPLE PLATFORM twitter: @waynegibbins

8. How can businesses benefit? In-Store Answer Questions Suggest Experience Listen Advise Sell Solve a problem Suppliers Promote Support Line Press Evolve Offers New Products Staff Introduce a friend Out-of-store / back office twitter: @waynegibbins

9. Case Study? Rixar Garcia His Twitter handle: @taxioviedo Website: http://www.taxioviedo.com/ Blog: http://taxioviedo.blogspot.com And his taxi! twitter: @waynegibbins

10. So what’s changing? A changing marketing model. New channels to reach your customers. New metrics to prioritize consumer influence New metrics to measure campaign performance. New influences on ‘traditional’ digital marketing.

11. The advertising funnel We require a large audience to achieve a small sale twitter: @waynegibbins

12. The influential model Neville Hobson Paul Steele Robert Scoble twitter: @waynegibbins

13. Case Study? twitter: @waynegibbins

14. New Metrics .. To define influencer importance And reward social status Klout Algorithm True ReachAmplification Probability Network Value twitter: @waynegibbins

15. New Metrics … To measure campaign performance. Measurements such as Facebook Insights start to tell us more about how consumers are engaging with our brand and content. Greater engagement means greater exposure and business potential twitter: @waynegibbins

16. New Influences … on ‘traditional’ digital marketing. Facebook likes are now appearing in Bing results Google +1 votes will appear in results and count to your adwords quality score. twitter: @waynegibbins

17. How to spice things up (JUMP) Press Advertising Events Offline Media Raise Profile Build Online Audience Amplify Success Content Commentary Community Sharing Social Media Customisation Personalisation Conversation Engagement twitter: @waynegibbins

18. How to spice things up Twitter engagement Launch Ad Response Example twitter: @waynegibbins

19. How to spice things up Return on Investment Image from: http://bit.ly/l2TpIv twitter: @waynegibbins

20. Key things to understand Transparency, accountability & openness People talking to people New channel, no shouting Everyone is in PR 3 way dialogue Power of recommendation twitter: @waynegibbins

21. Some good practice Clear objectives Champion & Empower Change management Customer centric Consistent & Regular Value not marketing Crisis management Not just the numbers Realistic measurements Innovation vs emulation twitter: @waynegibbins

22. Where are we? Social media channels twitter: @waynegibbins

23. Social Ambassadors Comms: Sharing and engaging on Twitter, Facebook, Flickr & YouTube from branded accounts / channels Spokespeople: Sharing and engaging from our personal accounts – building relationships Experts: Sharing and engaging from our personal accounts – building relationship twitter: @waynegibbins

24. Harness social media? Image: © UBS Understand, embed, harness twitter: @waynegibbins

25. Thank you, any questions? Or contact me Twitter: @waynegibbins