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Welcome to Weetwood
Aim of the day:
This morning is about creating shared understanding
of social media, and looking at the role of creating
content for building relationship capital and driving
sales
Relationship Capital is about proving expertise and
longevity, and building confidence and trust in your
service and in the results you provide.
Aim of the day:
This afternoon will be about practically applying that
knowledge to your profiles, and then using social
networks to market them.
Along the way we will introduce tips and tricks for
individual networks, and answer your burning
questions about social media, and how it applies to
you and your business
Table Exercise: Why are we here?
10 minutes to answer the question in the
envelope, then report back to the group.
What’s social about social media?
Why Social Media?
“It’s not the strongest of our species
who survives, or the most intelligent,
but the one who is most responsive
to change.”
Charles Darwin
What is Social Media?
“In an affluent society, we value our time and our money, so before we invest either of them in a purchase or an activity, we want to know if it is worthwhile. To figure that out, we turn to other people, listening to their advice and observing their behaviour.”
Craig McMurty
Microsoft Developers Weblog
What is Social Media?
SOCIAL =
anyone (& everyone)
can have their say
MEDIA =
they can say it any way
they want to
“I put it up that night, and before I went to bed I had six hits,
and I was pretty impressed with that at the time . . . .”
Dave Carroll
On CNN
Charmin Ultra Strong’s brand message:
“Charmin Ultra Strong toilet
paper is more durable than
the ultra rippled brand, so
you can count on a clean
with fewer pieces left
behind.”
Actual facebook status update & ensuing
conversation:
Which message carries the most weight
with parents?
facebook conversation observed by
655 people – the total number of
“friends”.
If each passes it on to the average of
132 friends . .
86,460 people have developed their
own brand awareness of Charmin.
Will they ever visit the website?
Traditional Advertising
Sarnoff’s Law
A network with 100 people is 10
times as valuable as a network
with 10 people.
Web-based Advertising
Metcalfe’s Law
A network with 100 people is
roughly a 1000 times as
valuable as a network with 10
people.
Social Media Marketing
Reed’s Law
Compared with a network of 10
people, a network with 100
people is worth 2 raised to the
power of 90.
Social Media Marketing
Beckstrom’s Law
“The value of a network equals the net value added to each
user’s transactions conducted through that network, summed
over all users.”
Social Media Marketing
Beckstrom’s Law
In English . . . .
“The more people you connect to, and the more your
contributions add value, the more valuable the network
becomes.”
CASE STUDY: West Café, Oregon
West Café Five-Point Plan
1. $10 Bail-out Menu
2. Dow Drinks Deals
3. “Let them eat cake” – mini cup cake give-away
4. Election-night Extravanganza
5. Bootleg Bash – “party like it’s 1929”
Price, Place, Product, Promotion
West Café Results – online visibility
1. Web site traffic up 500% from September to March
2. Page views increased 300%
3. Time on site increased 25%
4. Traffic from Search Engines increased from 42% to 70%
5. Number of indexed pages up from 27 to over 100
West Café Results – Press Coverage
West Café Results – Press Coverage
West Café Results – Sales Revenue
Using September as the baseline:
October +12%
November +32%
December +26%
January +25%
February +34%
March +20%
Are you REACHing your customers?
Individual Exercise: Where are we now?
Take 10 minutes to review your current
online presence
Search Engines exist to help you find the most
up-to-date, reliable information.
Based on:
1. Keywords
2. Content Velocity
3. Social Connectivity
A Quick Word about Google
The REACH Model
reach engage amplify convert hold
reach How many people receive our message?
engage How many people talk to us?
amplify How many people talk about us?
convert How many people buy?
hold How many people come again?
reach engage amplify convert hold
What’s social about Social Media?
The aim is to get trusted
referrals . . . from people who
authentically evangelise your
product or service for you.
Steve Holzner
“Facebook Marketing”
Where are these influencers?
People just like you.
WHO are these influencers?
When do they influence?
o 75% of social networkers access
their networks from their mobile
devices
o More than 250 million people
access Facebook through mobile
o Half of UK population is on
o A fifth of them have it open
permanently.
Going Social
o Ask your customers what networks they are on:
o Email address
o Twitter ID
o Facebook “vanity” URL
o Foursquare ID
o Ask them if they use QYPE, Yelp, etc.
What social networks should we use?
Six Questions . . .
Six Questions
1. How much time will it take?
Six Questions
1. How much time will it take?
How much is my
time worth?
Six Questions
1. How much time will it take?
Where can I
find time?
Six Questions
2. What will we say?
Six Questions
2. What will we say?
What does
our audience
want to hear?
Six Questions
3. How will we know it’s working?
Six Questions
3. How will we know it’s working?
How do you
measure success?
Six Questions
4. Do we need to re-do the website?
Six Questions
4. Do we need to re-do the website?
Is it working?
Can we change it frequently?
Where else can members find us?
Six Questions
5. What social networks should we
use?
Six Questions
5. What social networks should we
use?
Which ones
work for
you now?
Six Questions
6. Can someone else do it for us?
Six Questions
6. Can someone else do it for us?
Is it cheaper
to outsource?
Can we mobilise
members?
Seven Networks
Eight Tools
