Social Media and Small Business

Editor's Notes

• #4: Gege
• #5: Gege
• #6: A social network is a set of socially-relevant nodes connected by one or more relations. Nodes, or network members, are the units that are connected by the relations whose patterns we study. These units are most commonly persons or organizations, but in principle any units that can be connected to other units can be studied as nodes. These include web pages (Watts, 1999),
• #8: Gege
• #9: Gege The Social Technographics Ladder classifies people according to how they use social technologies. The users in this ladder represent an increasing amount of activism. By examining users are represented we can determine WHICH strategies make sense to reach which users. CREATORS make social content go. They write blogs, or upload video, music or text. CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles. COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com JOINERS connect in social networks like MySpace and Facebook SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews INACTIVES neither create nor consume content of any kind.
• #10: Gege The Social Technographics Ladder classifies people according to how they use social technologies. The users in this ladder represent an increasing amount of activism. By examining users are represented we can determine WHICH strategies make sense to reach which users. CREATORS make social content go. They write blogs, or upload video, music or text. CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles. COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com JOINERS connect in social networks like MySpace and Facebook SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews INACTIVES neither create nor consume content of any kind.
• #11: Alex
• #12: Alex social media is a different kind of marketing because it has much to do with people communicating with each other and sharing ideas, feedback and recommendations.
• #17: Alex
• #18: Alex
• #19: Alex
• #20: Alex
• #21: http://www.slideshare.net/oreillymedia/active-facebook-users-by-country-region-august-2009   Slide 9
• #25: Alex Source: Nielsen, Trust in Advertising Report, 2007
• #26: Alex Source: Nielsen, Trust in Advertising Report, 2007
• #28: Alex Source: Nielsen, Trust in Advertising Report, 2007
• #30: Your stakeholders now effectively define what your brand stands for, based on their life-long interactions with your organisation, your service, your products, your people, your partners, your CSR activities, and other stakeholders. You can’t tell them; you can only make sure your brand value permeates everything you do, continuously, so they end up reaching the conclusion about your brand that you want them to. The social web analytics e-book. http://www.socialwebanalytics.com/The_Social_Web_Analytics_eBook_2008.pdf
• #33: Convergence finally happening Skype Tools becoming useful at last, beyond just pure communication devices Mobile + skype + social media + price falls +
• #34: Alex And they’re smart, and not scared of making their voices heard.
• #35: Alex It is already in use within the political scenario
• #42: Alex Source: IAB Platform Status Report – User Generated Content, Social Media & Advertising
• #43: Alex
• #44: Alex
• #50: Personal Offers Discussions Conversations
• #52: http://www.flickr.com/photos/larslars/718618057/
• #53: Alex
• #54: http://www.flickr.com/photos/60577574@N00/2281428223/
• #55: Many large corporations block their employees from accessing the Internet altogether. Others try to block employees from accessing personal email or social networks like Facebook during work hours. In May, 2009, according to emarketer, there were 29 million smartphones in the United States. That's a lot of Internet access available to workers everywhere - and employers can't stop us from accessing the Internet - on breaks, at lunch, in the bathroom, you name it. The value to workers of having Internet access - in terms of research, communication, and speed - is far greater than the threat of lost productivity. Companies have a right to make policies and rules about personal use of the Internet, but blocking it during work is just stupid.
• #56: "What if people say bad, mean, nasty things about our brand?“ Well, there may be things you need to change about your brand, and in that case, you should thank them for letting you know what they are. Then you should make changes. If you have built an online community that includes people who don't hate you, that community will rise to your defense and they will handle the problem for you. every person with a computer and even a tiny skill level has the tools to make their opinion about your brand heard by other people. They're already talking about you. Your workers are talking about you in closed Facebook groups designed to keep you out so they can talk about you in peace. Your customers are emailing, Tweeting, Facebooking, and that old standby - calling - their friends about their experience with your brand. You don't have control. You might as well join the conversation. At least that way you can influence what is being said.
• #57: http://www.flickr.com/photos/larslars/718618057/ While many social media tools are free, knowing how to use them takes experience and perspective. The boss' friend's high school or college kid can't integrate social media into the company's overall marketing. That requires experience and perspective. Having a large social network and a stellar online reputation helps too. Just as there are carpenters who can knock together a book shelf and master carpenters who can create objects of genuine and lasting beauty, there are thousands of social media gurus (of all ages) who've never worked for an actual client. Hire them at your own peril. Geoff Livingston said it beautifully in a recent post: "Parroting and/or reporting what you see on the Internet does not equate to actual savoir faire. Nor does it make someone fit to offer insights or counsel."
• #58: A corporate blog has never been fatal to an organization. NBC cameraman Jim Long said the often a company’s entry into social media is a clumsy, shotgun blast and that there’s an equal chance of looking foolish by having a ham-fisted marketing department launch a social media presence as there is if a rogue employee “goes off” on Twitter. The risk of social media is not abated by not participating. And really, while there have certainly been some hiccups and miscues along the way, social media has yet to be the undoing of any company. f you don't already have a social media policy, you need to create one. If you don't trust your employees to talk to customers, or to represent the brand, you need to look at 1) your hiring practices, 2) your training practices,
• #59: http://www.flickr.com/photos/moogy/3046483472/ If you can only do PR, you’re going to be found out
• #60: Alex
• #67: DO I NEED THIS?
• #68: Alex
• #69: Profile target groups Understand target groups social activities Identify inner champions (senior policy officers, IT, Communications people) Set clear business goals for participation in social media How do you want relationships with target groups to change? How can you ‘curate’ conversations? How can you secure internal and external buy-in? Select appropriate social media tools to support strategy Benchmark Tools ROI Customer Participation tools
• #71: Monetary – increase sales, reduce costs Non-monetary All lead to ROI
• #75: Gege The Social Technographics Ladder classifies people according to how they use social technologies. The users in this ladder represent an increasing amount of activism. By examining users are represented we can determine WHICH strategies make sense to reach which users. CREATORS make social content go. They write blogs, or upload video, music or text. CRITICS respond to content from others. They post reviews, comment on blogs, participate in forums and edit wiki articles. COLLECTORS organise content for themselves or others using RSS feeds, tags & voting sites like Digg.com JOINERS connect in social networks like MySpace and Facebook SPECTATORS consume social content including blogs, user-generated video, podcasts, forums or reviews INACTIVES neither create nor consume content of any kind.
• #83: Alex
• #87: Alex Sometimes the most powerful argument to support using social media is the visibility for an issue or mission that it can offer.
• #88: Alex Sometimes the most powerful argument to support using social media is the visibility for an issue or mission that it can offer. http://rohitbhargava.typepad.com/weblog/2009/02/why-government-needs-social-media-now.html
• #89: Alex
• #98: Alex
• #103: Sometimes, it pays to feature your employees, rather than yourself INCENTIVISE your employees to use social media. They can be your best ADVOCATES
• #105: Live the lives of your customers. Turn them into your biggest ADVOCATES It’s all about the PERSONAL now
• #108: http://www.flickr.com/photos/pinksherbet/233228813 One of the complaints about social media is that it can't be measured. But there are many things that can be measured, including engagement, sentiment and whether increased traffic leads to sales. Those results can't be produced or measured in the short term. Like PR, social media marketing often produces its best results in the second and third year.
• #109: Alex This is the new way of the world. Despite old-fashioned concerns about employees goofing around , and real, to-be-addressed concerns about privacy and security, people are working, learning, collaborating and living differently. It's happening. And, even as some of the tools fall to the wayside and new ones developed, expectations of citizens and employees are out of the bottle. They can't be put back in.
• #112: http://www.flickr.com/photos/larslars/718618057/