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Social Media For Small Businesses

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Jenni Lloyd
Jenni Lloyd

an introduction to social media marketing delivered at the Fresh Business Thinking event 'Hit Me! An Introduction to Internet Marketing' by Jenni Lloyd of NixonMcInnes, the UK's largest social media agency http://is.gd/1qbTv

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social media for small businesses jenni lloyd
hello! hope you enjoyed lunch…
I’m Jenni Lloyd i’m a consultant with social media agency nixonmcinnes one of the UK’s largest dedicated teams of social media specialists
hands up who… knows what social media is? uses social media? is on Facebook? is on LinkedIn? is on Twitter?
but these things are just tools if they don’t last the course will social media then be ‘finished’?
No. the tools are a product. of fundamental, long- lasting change
brought about by cheap, easy, mass access to a global publishing platform
we’re seeing a fundamental shift
from a time when we saw our websites as a destination where we could present ourselves how we wanted
to a recognition that our customers are playing elsewhere
if we want to talk to them we need to be where the conversation is
we need to be useful and we need to be wherever they want us to be
what does this mean?
anyone can have a voice
individual experts can build up global influence without the mediation of publishers
ex-employees with insider knowledge can expose uncomfortable facts how should you respond?
cease and desist doesn’t work in this environment
groups of people can quickly organise themselves: for, or against
customer opinions about products & services are freely available Source: eBay.com; Amazon.com average rating = 4.3 authentic ratings increase conversion rates returns rate goes down
hands up… if you’ve ever used Trip Advisor or read a review on Amazon?
welcome to the world of empowered consumers how can we capture their attention?
buy it? Rank ordering of activities engaged in by people while ‘using media’ in order of declining popularity: 2. eating 3. doing housework 4. doing laundry 5. cooking 6. talking on the phone Jan 2008, BIGResearch
earn it! mobile text ads scored 18% banner ads 26% search 34% TV and magazines 56% word of mouth 78% DoubleClick, via The Guardian, May 2008
5 tips to get you started
know your audience who are they? where are they online? what are they doing? what tools are they likely to use?
listen find out who’s saying what about you set up Google alerts use addictomatic / twitter search
know your objectives what is it you’re trying to achieve… to listen and understand? to engage in conversations? to generate buzz? to encourage participation?
follow the rules of engagement offer value be authentic, transparent and helpful link to those that disagree disclose your position/interests match your message to the environment -these are social spaces…
choose the right tools a facebook fan page? a blog? ratings and reviews on your site? twitter? an island in second life? use what’s right for your audience and objectives, not the big new thing
a few examples of how we’ve been applying this approach
we helped T-Mobile get the über geeks on board for the launch of the first Google phone network mapping & influencer engagement
we are helping Chelsea FC find out where their global fan-base congregate online so they can market to them more effectively network mapping & community engagement
we helped Oxfam and CAFOD centralise petition sign-ups across their partner sites through building widgets strategy and widget design, build & deployment
we helped C4’s PR team more effectively promote programmes to niche audiences through social media training training & consultancy
we helped MORE TH>N compete for niche longtail search terms by building a blog around issues that their customers care about consultancy, design & build
finally... we can all learn from this man blog facebook you tube widgets twitter podcasts
hands up who… wants to be more social now?
I’ll get my coat!
any questions? nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes jenni@nixonmcinnes.co.uk
get in touch nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes jenni@nixonmcinnes.co.uk
some must reads… The Wisdom of Crowds by James Surowiecki Tipping Point by Malcolm Gladwell Anything by Seth Godin The Cluetrain Manifesto by various The Long Tail by Chris Anderson The 17 Rules of Social Media Optimization The New PR Wiki Any online marketing blog (Seth Godin = v.good)
Image credits hands up 1 http://flickr.com/photos/mic_n_2_sugars/564570276/sizes/o/ shift http://flickr.com/photos/sanbeiji/220645446/sizes/l/ disneyland http://www.flickr.com/photos/denn/160596269/sizes/l/ playing elsewhere http://flickr.com/photos/mugley/2227098069/sizes/o/ conversation http://flickr.com/photos/emdot/32179191/sizes/l/ tools http://flickr.com/photos/22280677@N07/2504310138/ wonderwoman http://flickr.com/photos/bbaltimore/10566018/sizes/o/

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