Introduction to social medai case studies and tools or small businesses.

1. Social Tools
Julie Walker
julie@purplespinnaker.com
07887 644 799

2. Agenda
• An Introduction to Social Tools
• Social Tools In Action
• Getting started – simple tools and rules….
• Key questions to ask BEFORE you start the project.

3. Potted History
2000....
1960’s
Social Tools BRANDED
1990’s
EMAIL Services
Wikis Awareness
Intranets Wikipedia
Blogs
Web sites Wikia
1970’s Podcasts
Online Communities Friends Reunited
iTunes
Online Games Online Dating Linkedin/Xing
IPOD’s/MP3
Bulletin Board BLOGS YouTube
Digital Video
Systems Google Flickr
Digital Photo
Forums Digital Audio Players Facebook
Albums
Digital Cameras Second Life
Mini‐BLOGS
1980’s RSS Habbo Hotel
Online
Customer Com World of Warcraft
Twitter
Business Tools Open Source NING
Ning
Online Chat Initiative Twitter
Friendfeed
Public access Slideshare Jellycast
to tools Scribd Britkite
TBC.....

4. Social Tools
Social Tools • Enable Individuals, Organisations and Brands
– Connect
Web site – Communicate
Blog – Collaborate
– Converse
Micro‐blog
– Listen & Learn
Wiki – Share
Forums – Update
Brand Community • Create, Share & disseminate Content which is
– Entertaining
Online Game
– Educational
Community Email/Chat – Engaging
Text/SMS – Social
– Informative
Video
• Encourage and Enable Participation
Podcast

5. Who uses social tools?
Stakeholders
Employees Customers
Company
Employees
Marketing Sales
Customer
Man/Prod Service
Collaboration Collaboration
Communication Communication
Conversation Conversation
Public Customer
Relations Logistics
Partners
Suppliers Accounts
Investors Influencers
Advocates

6. We ALL use Social Tools

7. Social Tools in Action
Purpose
Strategy
Tools
Results

8. Fund Raising – Red Nose Climb
Kilimanjaro
Climb
Website
Twitter Kilimanjaro
Climb
Facebook
Page
Follow the climbers
Hourly/Daily
Post Updates Radio 1
Website
Youtube
BBC
Website
Flickr

9. Fund Raising – Red Nose Climb
Purpose Raise Money for Red Nose Charity
Strategy Instantly communicate progress of climb
Tools Primary Tools Twitter, Youtube
Secondary Tools Websites, Facebook & Flickr
Result £3million raised through the climb

10. SME ‐ Wiggly Wigglers
Wiggly Wigglers was a finalist in Dells
Best use of social media tools by a small company award in 2008.
Podcasts
Blog
Cinema
www.wigglywigglers.co.uk
Tweets
Facebook Twitter
You tube 2,148 fans 1,445 followers

11. www.WigglyWigglers.co.uk
Purpose To sell worms and worm based gardening equipment
through educating gardeners about the benefits of
using worms to cultivate and manage their garden.
Reduce marketing and advertising costs
Strategy Utilise multiple online channels to support an education
based marketing campaign.
Tools Primary Tools Website, Podcasts, Youtube
Twitter, Facebook & Flickr
Result Reduced marketing costs by 80%
Dell SME award for best use of Social Media
Good PR and relationship with Dell

12. Author ‐ Alex Milway
Web site Book Launch Twitter
From Crystal Palace
to
Shetland
BLOG
Alaska, USA
& New Zealand
Podcasts

13. Alex Milway
Purpose To sell Mousehunter book
To create a following of teenage readers
To promote Alex as a new author
To attract publishing deals
Strategy Utilise multiple channels to generate interest in books
Partner with local independent bookseller to launch book
Tools Primary Tool Book Website, Blog, Twitter
Secondary Tools Author channels
Result Increased awareness of his books in target audience
Publishing deal for Mousehunter trilogy
New publishing deal for new series

14. KOGI BBQ ‐ LA
Tweet – location of BBQ vans in LA
Twitter
Web site Facebook Flickr

15. KOGI BBQ ‐ LA
Purpose Sell Korean BBQ Tacos in LA
Strategy Instantly communicate location of vans
Tools Primary Tool Twitter
Secondary Tools Website, Facebook & Flickr
Result Sell lots of Korean BBQ Tacos
Groups of up to 300-800 customers
turn up to buy BBQ Tacos at different

16. Starbucks – B2C

17. Starbucks
Purpose To engage Starbucks customers
Find new revenue through streams customer engagement
- Via instant coffee
- Starbucks micro payment iphone app
To maintain innovator “label” in coffee market
Strategy Utilise multiple channels to engage customers
To listen and respond to customer feedback
Tools Tool s Website, mystarbucksidea forum
shared planet microsite
Blog, Twitter, youtube, facebook
Result Launch of Via instant coffee
Launch of micro payment iphone app
Recognition of innovative use of tools and new tech

18. Industry Thought Leader – B2B
igoogle Blog
Contributors &
Editors
Slideshare
Tweetdeck
Contributors &
Editors & Forum
Internal Team Moderators
Wikipedia Social Network
LinkedIn
Partner blog
Employee Twitter Accounts

19. Global Services Business
Purpose To maintain thought leadership position with clients
To engage “expert” partners
To attract new clients
Strategy To maintain & develop thought leadership position
Partner with complimentary “expert” vendors
Tools Tool s Website, Blog, Ning, Twitter, LinkedIn
Result Going live in October 2009.

20. Tai Wai Exotic Animal Hospital
Clients Talking
Join The
Conversation

21. Tai Wai Exotic Animal Hospital
Purpose To increase client base
To engage clinic clients
To engage pet enthusiasts
To highlight other animal welfare projects
Strategy Listen to conversations on pet forums in Hong Kong
Tools Tools Website, Forums, Facebook (?)
Result They have 153 fans, but they are not engaging them…

22. Individuals – personet
Tailored Content
Interesting news
IM & Chat Blog micro blogging
Professional Friends & Social Knowledge Discussion
Communities Forums
Tools selected and managed by the INDIVIDUAL.
Bespoke to INDIVIDUAL.

23. Personal Online Brand
Purpose To develop an online brand
Develop credibility through demonstration of capabilities,
knowledge and samples of work
Develop understanding of free consumer social tools
Strategy Utilise multiple channels and complimentary tools to
provide a view of skills and capabilities.
Tools Tool s Website, Blog, LinkedIn, Twitter
Slideshare, Librarything, Ning
Result Understanding of tools and their benefits
Joined up imitative launched in summer 2009
results to be determined

24. Getting Started
Social Media & Content Strategy

25. Your Business
• Business Objectives
• Content
• Social Tools
• Social Media Schedule

26. Business Objective
Your business is………..
Your business will use social tools to
develop a Digital Identity for your business
support your customer community
manage business partnerships
create new revenue streams

27. Your businesses Content and Social Media Strategy
CONTENT STRATEGY

28. Content Subjects
RainTrust has 3 to 5 primary areas of information and content on which it will focus
their social tools and content strategy:
• Core service of your business
• Unique offering of your business
• Trade Associations your business is associated with
• Unique areas of your business (diversity)
• Location/Geography of your business
• ?????????
You can use research and social tools to support the information gathering and
publishing process.

29. Content Process
Research
Publish
Research information Social Platform
Igoogle and knowledge from a
Twitter Blog
variety of resources. Social Network
Youtube
Videojug Video
Combine new info Photos
Specific Info with your own Forums
‐ Website/Blogs content to
‐ Social Network create posts, Twitter
‐Twitter documents and Tweetdeck
‐ Discussion Boards commentary for Bit.ly
publication.

30. Simple Tools
igoogle
Twitter
Tweetdeck

31. igoogle
Research

32. igoogle
Igoogle is an option on the
google.co.uk front page
You must have a Google
account to use this facility.
You do not need a Google
email account you can use
your own.
Igoogle provides you with the
ability to have windows to news
and information from other
websites
This enables you to keep up to
date with different types of news
and information.
You can create a number of tabs
to track different subjects.

33. Twitter
Specific Subjects or events

34. Twitter Tools
Bit.ly – track activity
Tweetdeck – Research & Publish

35. www.Tweetdeck.com
Tweetdeck is a 3rd party tool which
enables you to track different
subjects on twitter – for example
the subjects under your lists, plus
some other areas of interest
- social media
- online pr
- online marketing
- knowledge management
Tweetdeck can sit on your desktop
and run in the background and
when new tweets arrive you can
use the alert tools and you will see
this in the corner of your screen –
these can be turned off too.
You can manage your tweets from
here ie you do not need to use
twitter – only tweetdeck to write
your tweets and read them.

36. www.bit.ly
Bit.ly is a tool which can
be used to create short
links to other websites.
Bit.ly lets you see how
many hits have happened
on a website as a result of
your twitter account being
posted.
On the left you can see
that the tweets on the
raintrustadvice twitter
account have had a
few hits.
This provides some feedback on the number of people clicking through from my twitter account – it should
only be used as a guide.
This is also useful when using twitter to push readers to the Purple Spinnaker or Kukutana sites

37. Other Tools
LinkedIn
Facebook
Ning.com
Slideshare.net/Scribd.com
Vimeo.com

38. LinkedIn
Contacts Groups
3rd Party Tools

39. The Connected Profile

40. Facebook – Fan Pages

41. Facebook – Fan Pages

42. Ning – www.kukutana.com

43. Slideshare
www.slideshare.net

44. Scribd

45. Video
Vimeo
Brightcove

46. Things to Think About

47. Social, Business or Both
• Personal, Professional or both
• Think about what you want each audience to know about you.
• Subject list – make this small to start with
• Look at what others are doing – same/different subjects
• Have a look at the different tools
• Work out what the tools do
• Decide which one or 2 to try
• Try it and be prepared to change

48. Brand your social presence
• Personalise your signature
– Email
– Linkedin
• Select the topics you want to contribute to
– Areas of interest – work
– Areas of interest ‐ personal
• Share about what you know
– Micro blogs/Twitter
– Blogs
– Wikis
– Feed Tools

49. Social Media Guidelines ‐ example
• Be aware that what you publish will live in the ether forever (or a very long time)
• Honesty, we ask you to be honest and provide factual information
• Please do not criticize clients, colleagues or business partners
• Please ensure the information you provide is factual
• Do not disclose company confidential information
• Please link to online references and original source materials directly
• We value your opinions and ask that you put these forward respectfully
• Please add value when creating a post or commenting on others posts
• Use your voice, please use your own voice when contributing, we understand that
new bloggers take a few posts to settle into their own style
• Please correct errors promptly
• Please respect others points of view
• Please reply to comments as promptly as possible
• Please ensure all links to external sources are valid
• Please identify yourself, relationship to Lloyds Banking Group and area of expertise
49

50. Be your self……..
Have fun!

51. Julie Walker
julie@purplespinnaker.com
www.twitter.com/juliewalker11
www.linkedin.com/in/juliewalker11