A copy of the slides used in the Rural Focus events on Social Media across the south west, presented by Aren Grimshaw.

1. Focus on Social Media

2. Before we get started… Who Am I?
Aren Grimshaw ‐ Consultant & Trainer
• I help businesses, organisations & individuals use innovations in
technology and business to enhance their growth
• I’ve worked in sales, media and marketing roles for over 10 years
• I believe in the power of communities – co‐founding Cornwall
Social Media Cafe and establishing Cornwall’s first Twestival.
• My clients include companies big and small within the private
and public sectors.

3. 86% of B2B & 82% of B2C companies are using
social media.[1]
83% of companies reported that they expected
social media investment to increase over the
next year.[2]
However, this leaves some pretty important
questions unanswered...

4. • What is Social Media?
• Is it just the latest marketing fad?
• What can it do for my business?
• How can my business take advantage of it?

5. What is Social Media?

6. What is Social Media?
“Media for social interaction, using highly accessible
and scalable publishing techniques.”[3]
“Tools that allow the sharing of information and
creation of communities through online networks of
people.”[4]
“How people read, discover & share information”

7. Social Media Marketing
“Using Social Media to engage with online
communities in order to generate exposure,
opportunity and sales.”

8. “People are searching for
answers and directions, not
messages or sales pitches.”
“The tools are just
extensions of you...”
Source: Engage, Brian Solise ‐ http://www.briansolis.com/2010/01/engage/

9. Some Key Aspects & Terminology
• Web 1.0, 2.0 & 4.0
• Real Time
• Viral
• Authenticity / Transparency
• User Generated Content (UGC)
• Consumer Generated Media (CGM)

10. Putting it in context – Why now?
Society Technology
• Generation Y / Millennials • Computing Power
• Out of Town Shopping • Processor Power
• E‐commerce • Internet Speeds
• Longer Working Hours • Digital Cameras
• Migration & Immigration • iPods
• Erosion of Community • Smartphones
Centres • iPhones / iPads
• The Age of Spin

11. Social Media & Your Business

12. The Planning Process
Research
Community Targets
Aims & Objectives
Resources Available
Concept
Approach or Strategy
Implementation
Technology to be Used

13. Your Community
• Customer (the decision maker)
A person or organisation that purchases goods or
services from you
• Influencer
A person or organisation that may influence another
person or organisation’s decision to purchase from you
• Partner (an ally)
A person or organisation that supports yours, or your
customers’, aims & objectives

14. Defining Objectives
• SEO: Link building, content factors
• Marketing: Promote organisation, brand awareness
• PR: Manage reputation, get news out
• Sales: New contact routes, increase sales
• Engagement: Increase loyalty, foster word of mouth
• Research: Identify trends / niches, consultation
• Management: Collaboration, knowledge sharing

15. Buying Processes & Lifecycles
Inactives Suspects
Brand
Prospects
Advocates
New
Regular Customers
Customers
Awareness Knowledge Consideration Selection Satisfaction Advocacy

16. Allocating Resources
• Time
• Money
• People
• Skills
• Business As Usual Activity (BAU)

17. Your Approach ‐ Needs
• Visibility
...you need to be visible to your target audience
• Credibility
...“Don’t tell them you’re funny, tell them a joke”
• Value
...establish a “What’s in it for me?” factor
• Personality
...everything should be consistent with your brand profile
• Responsiveness
...are you setup to deal with responses

18. Your Approach – Practical Elements
• Content Marketing
• Aggregating / Curation
• Networking & Events Marketing
• Community Engagement
• WOM / Advocacy Programmes

19. The Tools & Technology

21. Social Media Platforms
Blogs Social Networks File Sharing Sites
Forums Live Streaming Review Systems
Geo‐tagging Wiki Sites Aggregators

23. Facebook
• Launched 2004
• 750m+ Active Users
• 30m+ users in the UK
• 50% of registered users are between 25‐49

24. Facebook
• 50% log on in any given day
• 250m+ access via mobile devices
(and are twice as active)
• 250m+ people engage with Facebook on
external websites
• 900m+ objects that people interact with
(pages, groups, events & community pages)
Source: http://www.facebook.com/press/info.php?statistics
Source: http://www.facebook.com/press/info.php?statistics

25. An Average user…
• 38 years old
• 130 Friends
• Is connected to 80 pages, groups &events
• Creates 90 pieces of content each month
• Adds 25 comments to content each month
Source: http://www.facebook.com/press/info.php?statistics

31. Facebook Deals
@arengrimshaw

32. Blogs & Blogging
• 133m+ blogs
• 77% internet users read blogs
• Two thirds of bloggers are male
• 60% are 18 – 44 years old
• 75% have a college education or above
• 50%+ are married
• 50%+ have kids

33. Blogs & Blogging
• 56% say their blog has helped their company
establish a position as ‘thought‐leader’
• 58% of bloggers say they’re better known in
their industry as a result
• B2B companies that blog generate 67% more
leads per month than those who do not.
• 94% of bloggers reported measurable SEO
benefits within 12 months

36. What is Twitter?
• Micro‐blog
• Social Network
• Search Engine
• Focus Group
• News Wire

37. Twitter
• Launched 2006
• 200m registered users
• 100m active users per month
• 50m log on at least once a day
• 200m+ tweets per day
• 400m+ unique visitors per month

38. Twitter
• 1.6bn search queries on Twitter per day
• 55% of active users are active on their mobiles
• 75% of traffic via third‐party applications

39. Average user…
• Is 39 years old
• Has 126 Followers
• 53% are female
• Only 11% aged between 12 to 17

41. What is LinkedIn?
• ‘Professional Network’
• Founded in 2003
• 120m+ members
• 150 industries
• 200 countries – all 7 continents
• Gains 1 new user per second
• 47m+ monthly unique visitors

42. Some Statistics
• 11m users in Europe
• 4m UK users
• Average user age of 44
• 70% of visitors over 35 years old
• 75% of visitors college educated or above

44. Foursquare
• Community: Over 10 million people
worldwide
• Over a billion check‐ins, with millions more
every day
• Businesses: Over 500,000 using the Merchant
Platform
https://foursquare.com/about/

48. Foursquare Specials
@arengrimshaw

50. Case Study: UKNetWeb

51. UKNetWeb Limited
• Small to Medium Enterprise
• Based in St.Agnes, Cornwall
• Primary services:
– Web Development (Ecommerce)
– Internet Consultancy
– Social Media Integration

52. Social Media Activities
• Blogging & Micro‐Blogging
• Social Networking
• Professional Networking
• File‐Sharing
• Webinars & Other Events

58. Results – Web Traffic

59. Results – Bottom Line
In a 6 month period:
• 500% increase in new business enquiries
through social networks
• 2/3 of all enquiries through social networks
• 100% increase in average order values
• Opened up UK & international markets

60. Results: More Examples
• Dell
– $7m Twitter Sales
• Twestival (2010)
– SW / Wales Region approx. £20,000 to date
– UK £62,000 to date
• Surfers Against Sewage
– New members, increased activity

61. Getting Practical

62. Monitoring
“Just because you leave the
room, it doesn’t mean that
those left behind aren’t
talking about you.”

63. Monitoring Tools
Set up your alerts:
• Google Alerts
http://www.google.com/alerts
• Social Mention
http://www.socialmention.com

66. Research
• Use Google Search Options
www.google.com
• Try ‐ site:<platform url> <search query>
• Use the platforms themselves

70. Extend reach & engagement
• Passive Marketing
“Don’t tell them you’re funny, tell them a joke”
• Repurpose Content
“Get more bang for your buck”

71. Share your story
Free Blogging Platforms:
• Wordpress
https://en.wordpress.com/signup/
• Tumblr
https://www.tumblr.com/

72. “Get more bang for your buck”
• You’re having an open day...
– Blog / tweet about the event
– Broadcast the event live over the internet
– Add all the guests / invite guests to connect via
online networks
– Upload photos of the event

73. Building fans & followers
• Twitter
http://www.twitter.com
• Facebook
http://www.facebook.com
• LinkedIn
http://www.linkedin.com

74. Building fans & followers
• Ask yourself ‘Why would they want to connect?’
• ‘....and stay connected over time?’
• Start with the people you already know
• Add new people as you meet them
• Don’t push your sales message
• Be interested first, interesting second
• Encourage participation

75. Measurement
• Link to your objectives
• Benchmark at the start
• Establish Key Performance Indicators (KPIs)
• Review regularly
• Tweak your approach accordingly
“Not everything that counts can be measured.
Not everything that can be measured counts.”
Albert Einstein

76. Social Media Specific KPIs
• Click‐Throughs
• Fans / Followers
• Interactions
• Mentions
• Sentiment
• Reach
• Influence

77. Sign Up: www.hootsuite.com

78. Sign Up: www.twittercounter.com

79. Built into Facebook Pages

80. Register your location at www.foursquare.com

81. Go to: http://search.twitter.com

83. ‘Posts by Everyone’ in Facebook

84. Create Alerts at: www.google.com/alerts

85. Create Alerts at: www.socialmention.com

86. Go to: www.TweetReach.com

87. Sign Up: www.klout.com

88. Summary: 4 Themes
• People (Communities)
• Interaction (Dialogue)
• Information (Accessibility)
• Technology (Integrated)

89. Need more help?

90. More info: Free 28 page ebook available for download
http://ow.ly/7f8F6

91. Getting in touch
Search for “aren grimshaw” on Google
Or
Tel: 01209 311057
Mob: 07598 242212
Email: info@arengrimshaw.co.uk
Web: www.arengrimshaw.co.uk