Weitere ähnliche Inhalte Ähnlich wie Talk social dec 2011 keynote michelle goodall (20) Mehr von Michelle Goodall (7) Kürzlich hochgeladen (20) Talk social dec 2011 keynote michelle goodall1. Social
media
and
its
place
in
your
business
Michelle
Goodall
Online
communica7ons
and
social
media
consultant/trainer
Twi;er:
@greenwellys
Blog:
h;p://michellegoodall.posterous.com/
2. 40
minutes
of…
• Helpful
(mainly)
UK
based
sta7s7cs
• The
state
of
social
media
in
the
UK
–
the
consumers’
view
• The
state
of
social
media
in
the
UK
–
the
business
view
• Challenges
and
opportuni7es
and
applying
these
to
your
business
©
Michelle
Goodall
-‐
@greenwellys
4. Who
am
I
talking
to?
• SME
or
sole
trader?
• Larger
organisa7on?
• Who
here
B2B
• Who
here
B2C
• If
you
could
only
use
one
social
network
personally
and
professionally,
what
would
it
be?
©
Michelle
Goodall
-‐
@greenwellys
5. Social
media
–
think
beyond
the
“Big
4”
• Not
just
your
owned
presence
on
FB,
Twi;er,
YouTube
and
LinkedIn
• Reviews/recommenda7ons/sharing,
loca7on
based,
comments
on
trade/tradi7onal
media
ar7cles,
forums,
niche
professional
communi7es…and
more
• Think
bigger!
©
Michelle
Goodall
-‐
@greenwellys
8. Not
quite
always
on...yet
59%
of
UK
Internet
users
access
social
media
at
least
once
a
week
42%
access
it
daily!
©
Michelle
Goodall
-‐
@greenwellys
Source:
Porter
Novelli
–
Social
Consumers
in
Europe
Report
9. The
rise
and
rise
of
social
networks
Will
social
network
usage
overtake
online
shopping
&
News
in
2012?
©
Michelle
Goodall
-‐
@greenwellys
Source:
Pew
Research
Center’s
Internet
&
American
Life
2002-‐2011
10. The
numbers
Facebook
-‐
30,481,300
users
48.89%
of
UK
populaMon
LinkedIn
-‐
8,142,912
users
13%
of
UK
populaMon
TwiSer
-‐
225
million
users
globally
No
UK
stats
currently
+
dormant
accounts
Google+
-‐
50
million
globally
No
UK
stats
currently
–
faster
growth
than
Facebook
©
Michelle
Goodall
-‐
@greenwellys
Source:
Socialbakers
11. Mul7ple
devices
How
many
minutes
do
you
spend
per
day
on
the
following?
©
Michelle
Goodall
-‐
@greenwellys
Source:
Porter
Novelli
–
Social
Consumers
in
Europe
Report
13. ‘Argos
altruism’
Guess
how
many
reviews
for
an
Argos
Water
BuS?
©
Michelle
Goodall
-‐
@greenwellys
Source:
Lexis
–
the
science
of
sharing
14. Why
do
we
follow
or
‘friend’
brands?
47%
to
get
the
latest
product
news
61%
to
get
discounts
Or
vouchers
52%
to
enter
compeMMons
53%
because
I
like
the
brand
©
Michelle
Goodall
-‐
@greenwellys
Source:
Porter
Novelli
–
Social
Consumers
in
Europe
Report
15. Sadly,
‘friendships’
can
turn
sour…
52%
-‐
too
repeMMve
41%-‐
they
crowd
my
feed
39%
-‐
they
post
too
frequently
31%
-‐
I
took
advantage
of
a
one
Mme
offer/
compeMMon
©
Michelle
Goodall
-‐
@greenwellys
Source:
Adobe
–
Social
Analy7cs
event
Nov
2011
16. Do
they
think
you
‘do’
social
well?
Only
15%
of
customers
believe
organisaMons
do
a
good
job
of
interacMng
with
them
in
social
media
1
in
6
want
a
more
meaningful
relaMonship
(including
co-‐developing
future
products
and
services)
©
Michelle
Goodall
-‐
@greenwellys
Source:
Ernst
&
Young
–
surveyed
2,000
UK
consumers
18. Peer
benchmarking
©
Michelle
Goodall
-‐
@greenwellys
Source:
Econsultancy
State
of
Social
Report
Oct
2011
19. Navel
gazing
©
Michelle
Goodall
-‐
@greenwellys
Source:
Econsultancy
State
of
Social
Report
Oct
2011
20. The
‘Big
4’
©
Michelle
Goodall
-‐
@greenwellys
Source:
Econsultancy
State
of
Social
Report
Oct
2011
23. Budgets?
ROI?
•
79%
respondents
say
investment
will
increase
next
year
•
35%
say
they
currently
spend
less
than
<£5k
annually
and
23%
spend
nothing
•
41%
don’t
have
any
ROI
figures
for
their
social
media
efforts
©
Michelle
Goodall
-‐
@greenwellys
Source:
Econsultancy
State
of
Social
Report
Oct
2011
24. Warning:
Social
media
can
seriously
damage
your
reputa7on
46%
do
not
monitor
conversa7on
about
their
brand/organisa7on
>60%
have
not
implemented
governance
models
or
training
Even
the
great
and
good
get
it
wrong…
©
Michelle
Goodall
-‐
@greenwellys
Source:
Econsultancy
State
of
Social
Report
Oct
2011
26. B2B?
• Only
8%
heavily
leveraging
social
media
• Only
5%
report
strong
link
between
social
media
and
strategy
• Only
11%
state
they
have
the
tools
and
systems
to
‘do
social’
effec7vely
• 20%
of
execu7ves
don’t
trust
their
companies
to
make
the
right
social
media
investments
©
Michelle
Goodall
-‐
@greenwellys
Source:
Accenture
study
2011
28. HP:
LinkedIn
Company
profile
with
products/services/
recommendaMons
HP
Small
Biz
NaMon
>15k
members
Connects
small
business
owners
Exclusive
offers,
newsleSers
etc
>50k
UUs
>7x
similar
businesses
HP
LinkedIn
case
study
-‐
Slideshare
©
Michelle
Goodall
-‐
@greenwellys
29. Econsultancy
–
a
social
business
Focus
on
channels
that
deliver
brand
awareness
and
impact
ExperimentaMon
becomes
content
–
e.g.
Red
Friday,
Google+,
Live
TwiSer
feed
30%
of
all
traffic
from
content
and
social
25
B2B
social
media
case
studies
©
Michelle
Goodall
-‐
@greenwellys
30. Pai
–
small
business
success
Focus
=
great
products,
building
advocacy,
content,
PR
and
social
Highly
engaged
fans
and
sales
correlaMon
with
peaks
of
social
engagement
Customer
service
through
Get
SaMsfacMon
Co-‐creaMon,
high
levels
of
advocacy
and
strong
NPS
Scores
h;p://www.paiskincare.com/
©
Michelle
Goodall
-‐
@greenwellys
31. Starbucks
–
big
business
success
LocaMon
based
deals
and
promoMons
in
Facebook/Foursquare
Customer
co-‐creaMon
–
My
Starbucks
Idea
“not
brand,
relaMonship
markeMng”
100th
idea
-‐
gining
via
Facebook
©
Michelle
Goodall
-‐
@greenwellys
33. Challenge
#1:
Cut-‐through
Q:
What
percentage
of
social
media
conversaMon
is
driven
by
social
media
campaigns?
©
Michelle
Goodall
-‐
@greenwellys
A:
=
1%
34. Challenge
#1:
Cut-‐through
30%
of
all
social
media
conversaMon
is
driven
by
the
news
agenda
The
rest
is
Sport,
Music,
Celebrity,
TV
shows,
products
and
services,
BIG
adverMsing
campaigns
©
Michelle
Goodall
-‐
@greenwellys
Source:
Precise
Media
39. Challenge
#6:
tailored
search
Every
‘like’,
‘+1’
and
Google
search
changes
the
Internet
that
we
and
others
see
©
Michelle
Goodall
-‐
@greenwellys
44. Opportunity
#4:
brilliant
free
and
enterprise
tools
Monitoring
Management
Measurement
(insight)
(AcMon)
(Analyse)
Free
Google
Alerts
Crowdbooster
Google
AnalyMcs
Tweetdeck
Twentyfeet
Facebook
Insights
Hootsuite
Sproutsocial
YouTube
Insights
SocialmenMon
Tweetdeck
LinkedIn
group
analyMcs
Tweetreach
Crowdbooster
Enterprise
Brandwatch
Hootsuite
Adobe
Social
Radian6
Buddy
Media
AnalyMcs
Sysomos
Lithium
IBM
Coremetrics
Brandwatch
social
analyMcs
Radian
6
Sysomos
Hundreds
of
tools,
here’s
some
to
get
you
started…
©
Michelle
Goodall
-‐
@greenwellys
48. A
blueprint
for
success
• Clear
business
objec7ves
• Departmental
objec7ves
(blurring)
• Long
term
brand
narra7ve
and
content
strategy
• People
–
audiences,
segmenta7on,
storytellers,
connectors,
listeners
etc
• Channels
• Monitoring
–
insight
-‐
ac7on
• Measuring
• Evaluate
–
reiterate
–
evolve
• Keep
up
with
this
stuff…personal
appe7te
©
Michelle
Goodall
-‐
@greenwellys
49. Becoming
a
social
business
–
a
4
stage
journey
©
Michelle
Goodall
-‐
@greenwellys
Source:
Econsultancy
–
Adobe
quarterly
digital
intelligence
briefing
50. Summary
• SM
pervasive
and
beyond
niche
–
evolu7on
is
lightening
fast
• Investment
s7ll
low
–
failure
to
make
connec7on
between
engagement
and
ROI
• Consider
sustainable
strategy
given
your
resources
and
budgets
• Plan
properly
–
objec7ves,
insights,
resource,
reputa7on,
risk,
ROI
• Where
are
you
on
the
4-‐stage
journey?
©
Michelle
Goodall
-‐
@greenwellys
51. Thanks
–
download
my
presenta7on
here:
h;ps://www.slideshare.net/
michellegoodall
Michelle
Goodall
Online
communica7ons
and
social
media
consultant/trainer
Twi;er:
@greenwellys
Blog:
h;p://michellegoodall.posterous.com/