Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th - http://www.sdpscotland.co.uk/events/events-list/meet-the-buyer.aspx

1. ‘Creating the Buzz’
Social Media Strategies for
Sustained Business Growth
Dr. Jim Hamill and Alan Stevenson
jim.hamill@ukonline.co.uk
ast3v3nson@googlemail.com
June, 2010

3. Agenda
1. Web 2.0/Social Media Overview
2. Things to remember about Social Media
3. Examples
4. Social Media Monitoring Tools
5. ‘Getting There’

4. What Is It?
 An over hyped ‘buzz’ word or an opportunity for ‘creating a
buzz’ about your brand?
 It’s a fundamental, revolutionary change in online behaviour,
expectations and the customer experience
 Major impact on consumer/B2B decision-making and
behaviour across a broad spectrum of industries
 Major opportunities, but also threats, for your organisation

5. Web 2.0/Social Media
An Overview
» Applications
» Features and Characteristics
» Implications

6. Business/Marketing 2.0
Impact – Wikibusiness Web 2.0 Applications
Mindset Open source
Business Intelligence Online Applications/ Web Services
Customer Insight and Understanding Social Network Sites
Customer Interaction Social Content – Social Bookmarking
Enhanced Customer Experience – Blogs or Weblogs
Rich Internet Applications Wikis
Reputation Management Podcasts/ Vodcasts
Sales and Marketing Virtual Realities
Product Development and R&D e.g. Mash Ups
engage and co-create RSS Feeds
IT/Software/Applications Mobile Web; Internet Telephony
Operations, Internal Processes and
Characteristics Twitter
HRM
Communities and Networks
Openness
Sharing
Peering
Hosted Services – online
applications; the Internet as
the platform
Interactivity
Social Element
Mass Collaboration
Empowerment
Global

9. www.mashable.com

10. Three Simple Questions
 Who are our customers?
 Where do they hang out in social media?
 How can we best engage with and energise them?

11. Business Impact/
Opportunities

12. Business Impact
 Knowledge and Insight
 Engagement / Reputation Manag.
 Enhanced Customer Experience
 Sales and Marketing
 Operations/ Internal Processes

13. Business Impact Knowledge Engagement Enhanced Sales and Operations/
and Insight / Reputation Customer Marketing Internal
Social Media
Manag. Experience Processes
Application
Feeds & Alerts
Review and Recommendations Sites
Publishing
Microblogging
Social and Professional Networking
Multimedia Sharing
Rich Internet Applications
Social Bookmarking
Mobile & Internet Telephony
OpenSource & Hosted Apps

14. Things to Remember
about Social Media

15. The Essence of Social Media
 It’s social
– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and
revolutionary change in online behaviour, expectations and the
online customer experience. The end of the ‘read only’ internet
 Power shift
– Social media empowers customers, empowers the network.
Recognizing this shift is the cornerstone of future success
 Declining effectiveness of traditional approaches
– Does anyone listen to sales/brand messages anymore?

16. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare
(www.slideshare.com)

18. The Essence of Social Media
 Pull v push
– Consumers/users decide what information they wish to access
 New ‘mindsets’ are required
– Marketing as a conversation with your customers, a conversation
with your network – dialogue not broadcasting
– But this is something that most of us are not very good at doing
– We prefer ‘telling’ people
 SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the
interactive power of Web 2.0 technology for engaging with and
energising customer and network relationships

21. The Essence of Social Media
 New performance measures
– Requires new performance measures
• Quality of your network
• Relationship strength
• Ability to leverage
 Social media monitoring tools
 Redefines the concept of a web site
 The need for new business/marketing models

22. Performance Measures - The ‘4Is’
 Involvement – network/community numbers/quality, time
spent, frequency, geography
 Interaction – actions they take – read, post, comment,
reviews, recommendations
 Intimacy – affection or aversion to the brand ; community
sentiments, opinions expressed etc
 Influence – advocacy, viral forwards, referrals and
recommendations, social bookmarking
Social Media Monitoring Tools –Audit, Assess, Impact

25. Business Impact
 The need for new business/marketing models
– Traditional approach:
• Product development – Differentiate – Market and
Promote - Sell
– New model based on:
• Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’
globally
• Engage and energise
• ‘Create the Buzz’

26. How Big Is It?

27. How Big Is It?
 Time spent on social network sites is growing 3 times
faster than the Net itself
 Social media messages have replaced e-mail as the
dominant form of e-communications
 If facebook was a country – it would be the 4th most
populated in the world
 93% of social media users think that companies should be
actively engaged

28. How Big Is It?
 13 hours
– Amount of video uploaded on youtube every minute
 412.3 years
– Time to view all youtube videos
 100,000,000
– Number of youtube videos viewed every day
 13,000,000
– Number of articles on wikipedia
 3,600.000,000
– Number of images on flickr

29. How Big Is It?
 1382%
– Monthly growth of twitter
 3,000,000
– Average number of tweets per day
 1,000,000,000
– Amount of content shared on F/book every week
 5,000,000
– Number of active Barrack Obama supporters across 15 social
networks
 14,200,000
– Views of the ‘Yes We Can’ video on youtube

30. How Big Is It?

31. Socialnomics 09

32. Quick Examples

33. In a Web 2.0 Era, the Brand Becomes the
Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel

39. From the web site
• This 5-star hotel and residence offers European hospitality
with an unmistakable French touch. The hotel consists of 318
beautifully appointed guest rooms/suites, while the residence
offers 112 fully furnished and equipped deluxe Studios and 1-
3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant
rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we
are there… Give in to that irresistible wanderlust. Discovering
and staying in the most exceptional hotels in the world has
become the modern-day Graal, a game, a quest…

40. The Customer Experience
of the Brand
Tripadvisor

41. From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be
more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy'
unfortunately we were let down. The rooms, although
comfortable and clean, were not of the standard we expected
and were definately not what we expected after looking at the
photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant
experience at several other Sofitel locations over the past 2
years with my new job I was looking forward to a 5 star luxury
stay after a stressful business trip. My expectations were
reasonable, however certainly not met by this hotel.

63. Cafe Gandolfi

69. Social Media
Monitoring Tools
A Case Example of
Cairngorm Brewery

70. Products & Services
• 7 Permanent Cask Ales / 8 Permanent Bottled Ales
• 12 Special Seasonal Ales in Cask
• Website with online shopping for bottles & party barrels
• Shop on site selling beers & merchandise (Mon-Sat)
• Brewery Tours – twice daily & groups by arrangement
• Events, Promotions and Tastings at Customers’ premises

71. Social Media Monitoring

72. Social Media Monitoring

73. Whose talking about us?

74. Whose talking about us?

75. Whose talking about us?

76. Whose talking about us?

77. Whose talking about us?

78. Whose talking about us?

79. Whose talking about us?

80. Session 3
‘Getting There’

81. Next Steps
 Get Involved
– Google Alerts, Linkedin, Social Media Monitoring
 Learn more
 Develop a strategy
 Implement
 Monitor

82. Social Media
Development Cycle

83. SM Development Cycle

84. Ten Key Steps
 EVALUATE YOUR SOCIAL MEDIA LANDSCAPE
– Applications, impact, customers, conversations, features and
characteristics
 AGREE YOUR GENERIC SOCIAL MEDIA STRATEGY
– Channels and depth of engagement
 KEY PERFORMANCE INDICATORS
– Measuring success
 INTERNAL SOCIAL MEDIA AUDIT
– Progress benchmarking
 READINESS TO ENGAGE
– Are you ready to engage?

85. Ten Key Steps
 SOCIAL MEDIA STRATEGY DEVELOPMENT
– Vision, strategy, objectives, targets, customers, key initiatives
and actions
 CHANNEL ACTION PLANS
– “Getting there”
 ORGANISATION, RESOURCE AND PEOPLE ISSUES
– The key pillars of social media success
 IMPLEMENTATION
– Professional project management for social media success
 MONITOR AND MEASURE
– On-going performance measurement

86. Strategy Development
 Strategic objectives
 Targets
 Key performance indicators (KPIs)
 Customer segments
 The key social media actions and initiatives required for
‘getting there’
 Organisational, people and resource issues
Ensure that your social media strategy is fully aligned with and
supportive of your overall strategic goals and objectives with
clear targets and ROI criteria

87. Continue the discussion at
www.web2-0cpd.com

88. www.web2-0cpd.com

89. Bob Dylan
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’

90. Thank You