Joanne Jacobs: How to use Social Media for Small Business

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Joanne JacobsSocial Media Expert ConsultantEmail: [email protected]: joannejacobsPhone: (+44) 07948 318 298

Practical Social Media Practical Social Media for local businessfor local business

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Scope of the immersiveScope of the immersive

What are the tools?

Which tools should my business adopt?

How do I engage with my customers/clients?

How much staff time should be devoted to social media activities?

How are my social strategies performing?

How can I be “creative and curatorial”?

Where to from here?

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ToolsTools

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Social networksSocial networks

Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning groups.

Networks enable sharing of updates, likes, images and media.

Businesses use social networks to:Develop a community of advocatesRun a customer service channelDrive traffic to their websites

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Business networksBusiness networks

LinkedIn, Plaxo, professional communities and groups.

Business networks enable CV promotion and connections between like minded professionals.

Business networks are used to:Recruit staffExhibit professional authorityCommunicate with suppliers/clients in groupsTarget business questions to ‘serious’ individuals.

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Real time messaging/publishingReal time messaging/publishing

Twitter, Friendfeed, Google Buzz.

Real time messaging enables conversations, fast promotion of alternative content, and quick responses to issues as-they-happen.

Businesses use real time messaging to:

Promote events, blogs and activitiesEngage with existing customersFind new customers

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Rich media sitesRich media sites

YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc.

Rich media sites are designed to showcase images, video content, audio content, etc.

Businesses use rich media sites to:Engage audiences with a traditional media-like content channelCapture responses to events and campaigns as part of a reporting or promotional activityLiven up static sites

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Social bookmarkingSocial bookmarking

Digg, Reddit, Delicious, StumbleUpon, etc.

Bookmarks are used as a means of curating resources relevant to an individual, business or network, as well as a simple promotion utility.

Businesses use social bookmarks to:Promote new content/products/servicesAggregate resources on area of expertise or items of interest to one’s communityVote up/down interesting content.

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Blogs & RSS FeedsBlogs & RSS Feeds

Blogs, keyword feeds and anything other updating feeds.

Blogs enable sharing your expertise while feed aggregation can be useful to focus attention.

Businesses use RSS feeds to:Demonstrate authority in your area of expertiseAggregate social content streams (assets) into a single page onlineSet alerts for brand mentions

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Social media tool variants Social media tool variants

1. Social networks

2. Business networks

3. Real time messaging and publishing

4. Rich media sharing

5. Social bookmarks

6. Blogs & RSS

ALL HAVE DIFFERENT BUSINESS FUNCTIONS

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Which tools are right for my business?Which tools are right for my business?

What do you want to achieve?

Establish your authority in your area of expertise

Customer service

Advertising

Community engagement

Active listening

Product development

Knowledge & crisis management

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AUTHORITY: Blogs, Answering LinkedIn business questions, responding to queries on twitter, curation of useful resources for your communities in bookmarks

CASE STUDY:Blogs as exhibitors

of authority(Large) GM Motors: Fastlane(Local) Butler Sheet Metal:

Tinbasher

Image source: http://www.flickr.com/photos/proimos/4045973322/

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CUSTOMER SERVICE: Twitter query response, Facebook channels

Image source: http://images.smh.com.au/ftsmh/ffximage/2009/03/12/switchb

oard1_wideweb__470x285,0.jpg

CASE STUDY:Facebook for

customer service(Large) VodafoneUK: Service(Large) AT&T: Customer Care

(Local) Devon Travel

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ADVERTISING: Twitter promotion, Facebook fan pages, ads on YouTube.

Image source: http://www.flickr.com/photos/peterblanchard/3402211563/

CASE STUDY:Facebook fan pages

StarbucksDisney

VisaOxfam UK

(Local) The Handbag Lady(Local) Exeter Leukemia Fund

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COMMUNITY ENGAGEMENT: Forums and niche community facilitation on custom networks (ning, etc), LinkedIn groups

CASE STUDY:Linked In Groups

Internet Coaching CircleMarketing recruitment

firm: StopGapFashion event:Pure London

Image source: http://www.flickr.com/photos/pinkmoose/93825403/

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ACTIVE LISTENING: Responses via all social channels to discussions and issues with your brand (not just own channels)

CASE STUDY:Brand search and

twitter conversationsLocal BusinessTwitter Search:Devon StoneStone tiling ;

Signs expressNeed signage

Image source: http://www.flickr.com/photos/walkadog/3353936487/sizes/m/

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PRODUCT DEVELOPMENT: Facilitating crowd sourcing of product ideas and marketing research.

CASE STUDY:Product development

online (SMEs)Threadless

Local MotorsBrickfish: Design a Coach tote

Tauntaun sleeping bag

Image source: http://www.flickr.com/photos/pargon/2444155973/

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KNOWLEDGE & CRISIS MANAGEMENT: Facilitating crowd sourced knowledge and enabling information access in crises.

CASE STUDY:Crisis wiki

Image source: http://www.flickr.com/photos/msvg/4433428957/

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Which tools?Which tools?

IMPORTANT: It is better to have no social media assets than establish tools that are not updated and where you do not converse with your audience.

Image source: http://www.flickr.com/photos/gcfairch/4385543669/

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ANY QUESTIONS? ANY QUESTIONS?

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Engaging onlineEngaging online

Engagement has a series of manifestations:

Responding to queries

Conversing with customers/contacts

Active listening

Dealing with negativity/conflict

Facilitating change in communities

Image source: http://www.flickr.com/photos/bensonkua/2743081060/

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RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords.

Image source: http://www.flickr.com/photos/70554893@N00/4284764493/

CASE STUDY:BT Care

Irena Vaksman (Dentist)

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CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting.

Image source: http://www.flickr.com/photos/nostri-imago/2866399803/

CASE STUDY:Kerry@DELLDIRECTTV

(Local) H& R Block(tax agents)

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ACTIVE LISTENING: Active listening involves searches on keywords and engagement on social sites other than your own branded assets.

Image source: http://www.flickr.com/photos/danielduende/30444390/

CASE STUDY:Boardtracker

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DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate.

Image source: http://www.flickr.com/photos/sylvar/3054077849/

CASE STUDY:Nestle and Greenpeace campaign ;Kevin Smith & South West Airlines

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FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologies, changes in staffing etc. Social media can be used to collect info about problems in processes & put minds at ease about new co-workers.

Image source: http://www.flickr.com/photos/spursfan_ace/2328879637/

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ANY QUESTIONS? ANY QUESTIONS?

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Time Time

The amount of time you spend with social media is dependent on what you want to achieve.

Conversations are NOT time wasting.

Need to balance time spent in content production with listening, tracking and engaging.

ROUGH GUIDE TO MINIMUM TIME

INVESTMENT

Monitoring staff = 20% of workload

Contributing staff = 10-15% workload

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PerformancePerformance

Tracking divided into:Mentions and sentiment

Workload reduction for traditional customer service channels

Brand awareness & product enhancement

SALES

Image source: http://www.flickr.com/photos/lrargerich/3969494964/

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MENTIONS & SENTIMENT: Mentions are great but only when sentiment expressed is positive.

Image source: http://www.flickr.com/photos/noelzialee/233883651/

CASE STUDY:Social Mention

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WORKLOAD REDUCTION: Normally quantitative research in terms of number of calls to helpdesk/customer care, and time spent on dealing with issues.

Image source: http://www.flickr.com/photos/gadl/320300354/

CASE STUDY:Microsoft Xbox supportClinical trial recruitment

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BRAND AWARENESS & PRODUCT ENHANCEMENT: Active listening activities can enhance brand awareness by responding to questions in your field of expertise

Image source: http://www.flickr.com/photos/wonderlane/4234358423/

CASE STUDY:LinkedIn Answers

Answers.com

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SALES: In the end, a social media strategy that fails to improve brand awareness, attract new sales or increase intention to purchase, is a failed social media strategy.

Image source: http://www.flickr.com/photos/timparkinson/930660427/

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Performance: basics and top tier monitoringPerformance: basics and top tier monitoring

Google analytics: http://www.google.com/analytics/

Radian 6: http://www.radian6.com/

Scoutlabs: http://www.scoutlabs.com/

Hootsuite: http://hootsuite.com/ (Twitter)

Google Real Time: http://www.google.com/realtime

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Performance: tools demonstrationPerformance: tools demonstration

Blog search: http://blogsearch.google.com/

Brand metrics: http://www.howsociable.com/ , http://socialmention.com/

Ubervu - http://www.ubervu.com/

Bloglines - http://www.bloglines.com/

Icerocket - http://www.icerocket.com/

Samepoint - http://www.samepoint.com/

Addict-o-matic - http://addictomatic.com/

Boardtracker - http://www.boardtracker.com/

Keotag - http://www.keotag.com/

EgoSurf - http://www.egosurf.org/

Tinker - http://www.tinker.com/

Twittratr - http://twitrratr.com/

Surchur - http://surchur.com/

Backtype - http://www.backtype.com/

Spy - http://spy.appspot.com/

Monitor This - http://alp-uckan.net/free/monitorthis/

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PLEASE NOTE:Tracking numbers of fans/followers is completely pointlessTracking number of comments is mostly pointlessTracking unique views on websites is pointless if conversions are low

Image Source: http://www.purchasetwitterfriends.com/

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Creativity and curationCreativity and curation

Best approach to social media is not a sales approach, but rather creative and curation oriented

Chances are, if something is interesting to you, it will be interesting to others

A curatorial approach to content development and aggregation will organically generate attention.

Image source: http://www.flickr.com/photos/laffy4k/404321726/

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Where to from here?Where to from here?

1. Establish what you want to achieve

2. Analyse social presence of competitors

3. Gather examples of quality social media interaction

4. Commit resources to social media

5. Implement, augment, review and improve

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Questions?Questions?

Joanne Jacobs

Social Media Expert Consultant

Email: [email protected]

Blog: http://joannejacobs.net/

Twitter: joannejacobs

Skype: bgsbjj

Skype-in: (+44) 0208 144 9348

Mob: (+44) 07948 318 298

Date post:	17-Oct-2014
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Joanne Jacobs: How to use Social Media for Small Business

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