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Creating collaborative conversations…
trainleaders
Form, Follow or Fear the Future
Creating collaborative conversations…
Agenda• What how and who.........Old world order
• Inverted social capital
• New world order
• Value and RoI
• Free tools – how to be found
• Automation
• What is your strategy?
• Problem Solving
• Questions and conclusion
Creating collaborative conversations…
Who Is Ivor Kellock?Financial Services 24 years
Social Media 3.5 years
Interviewed on BBC News 8pm Sat night
Various TV shows
Numerous Radio Shows – local and national
National Press
Professional Bodies - speaker/comtributor
LSP member/Herts Chamber coordinator
Lobbying APPGCC
Deliver training for Business Link
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What is social media?
• Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site.www.capilanou.ca/help/active-cms/glossary.html
• Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, LinkedIn, Facebook, Twitter etc)www.bottlepr.co.uk/glossary.html
• Actually it's what YOU think it is.........................
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Common themes
• User-generated content UGC• Video, audio, text or multimedia• Sharing & discussion• Opinions insights experiences perspectives
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Did You Know?
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Old world New world orderSumerian Tablet Walking upright
Papyrus Paths
Gutenberg Press Wheel
Telegraph Roads
Fear Telephone Carts
Or Radio Carriage
Celebrate Computer Train
Technology TV Car
Radar Lorry
Satellites Plane
WWW Satellite
Mobile Space
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Old World Order• How to get your message to market?
• Advertising – Print Radio TV Internet
• PR Word of mouth Networking Direct Mail
• All require huge sums of capital & expertise – barriers to entry
• We trust a few large organisations
• BBC ITV Telegraph Independent
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Old World New World Order• TV favoured as most powerful – yet likely most
expensive and most difficult to measure results..........
• You can now have a 2 minute video created for £200! Spread globally............
• In 1835 James Gordon Bennet founded the first mass circulation daily paper in New York (Herald)
• It cost $10,000 in today’s money*
• By 1850 to achieve the same result cost $2,500,000 in todays money...........*
*source Yochai Benkler – The Wealth of Networks
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The Point? Inverted social capital
• The internet and Social media specifically has created a level playing field for promoting your organisation
• You can compete equally and very often more successfully than large brands - because they do not understand social media due to inertia – clinging onto old ways of doing business!
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What is Social Media
A TV programme Advert
Magazine
Newspaper
Radio show Direct mail PRAll rolled into one........
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Convergence Change
Email soon dead 90% 200bn a day spam
The Activity Illusion – busy being busy!
Your mobile is your new PC - in 3 years
The world of private & closed is going
Celebrate the true marvel that is web 3.0
World is fragmenting
Bloggers are now becoming stars
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New World Order• Social media touches every aspect of your
organisation, internally and externally• Are you listening managing & monitoring this?• By not engaging - other people control what is
said about you• Engaging overcomes this whilst beneficially
attracting people/customers towards you• Are your competitors ahead of you – who is
dominating the internet space around your product/service?
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Predictions Can Be Tricky!“I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943.
"There is no reason anyone would want a computer in their home." -- Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977.
"640K ought to be enough for anybody." -- Attributed to Bill Gates, 1981.
"Almost all of the many predictions now being made about 1996 hinge on the Internet's continuing exponential growth. But I predict the Internet will soon go spectacularly supernova and in 1996 catastrophically collapse."Robert Metcalfe, founder of 3Com, 1995.
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New World Order• Facebook > 400m subscribers > 20% internet users• Facebook = 3rd country in the world• Estimated > 200m blogs source: Blogherald
• 33% adults post > weekly to web - Facebook, Twitter*• 25% of adults publish a blog & upload video/audio*• 60% maintain a profile on a social networking site*• 70% Read blogs, tweets and watch UGC video*• In 2 months UGC > combined content of ABC NBC CBS
since 1948, when ABC started source: Did you know 4
• Google earns $200 a second• Teanagers 6 X more effective on web than adults source BBC
* Source http://www.lostremote.com/2010/01/20/adult-social-media-use-hits-new-highs/
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New World OrderSocial Media has overtaken porn as the #1 activity on the Web
Source: Huffington Post
Fastest growing segment on Facebook is 55-65 yr old females Source: Inside Facebook Blog
80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what this means for bad customer experiences? Source: Attempting to Relocate
25% of search results for the World’s Top 20 largest brands are links to user-generated content Source: Marketing Vox & Nielsen
Only 18% of traditional TV campaigns generate a positive ROI
Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us Source: Yahoo Finance
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The World At Our Doorstep
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Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty, awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn
Value and RoI
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Social Media Monitoring
Sophisticated tools now exist:
To monitor the social media space
To create simple easy to read reports for Strategy
Measurement of success
Finding Markets
Watching competition
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Join the conversations
• So what is your 2010 social media strategy• Corporate policy?• Your 2 brands – personal/corporate• What are your core messages• Targeting your conversations where?• Which platforms to use?• Listening managing monitoring• Freeing and allocating resources• Being everywhere at once• Digital time management
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It works for all organisations
• What direction are you going in• Are you in a startup, growth, matured,
declining, renewed organisation• Who provides your foresight• How is the need for change recognised• How integrated is your value chain for
shareholders, employees, customers, clients, volunteers, suppliers
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Outcomes of your strategy
• Increase your number of transactions
• Increase their value
• Increase their frequency
• Increase your margins
• Measure sales activity along with SM activity and company activity =
• what works, what doesn’t
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Marshmallows
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Impatience
Don't be impatient – social media is about community building and long term
relationships.............
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But I don't have time......• Knowing what to say helps
• Knowing where to say it helps
• Using multi media makes your customer experience richer – post by txt or email
• Automation means that you can be in many places at once................
• Understanding your browser helps
• Managing your inbox helps
• Having a strategy – vision and mission keeps focus
Honestly how are you investing time on marketing?
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Use & Automation of Social Media
Platforms
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Reach Depth Useful updates
• Know Like Follow...6 degrees of separation
• Open Random Supportive
• Want to be seen in many places at same time (live in a fragmented world) BBC Christmas shows
• More places:
– more likely to be stumbled upon
– easier for Google (search engines) to find you
– easier for aquaintances and friends to find you
– EASIER FOR STRANGERS TO FIND YOU
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Search engines
• Youtube – 2nd largest - 2009
• Facebook – 7th largest - 2009
• Important you are found on:
– Google – search engine – info source
– Youtube – search engine – info source
– Facebook – search engine – info source
– Twitter – search engine – info source
– LinkedIn – search engine – info source
– ? ? ? cost effective listings with other sites ? ? ?
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Many places…
• Networking sites:– eg Facebook, LinkedIn, Ecademy, Xing, Ning,
Viadeo
• Sharing sites:– eg StumbleUpon, Digg, Delicious, Reddit,
Technorati
• Blogging:– eg Wordpress, Blogger, Yahoo, Windows Live
• Video sites:– eg Youtube, Vimeo…
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What is RSS
• RSS (most commonly expanded as "Really Simple Syndication") is a family of web feed formats used to publish frequently updated works — such as blog entries, news headlines, audio, and video — in a standardised format
source wikipedia
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Sharing useful newsFrom RSS news feeds
Google Reader(auto-gather, manual distribution)
large number of sites
Google ReaderGoogle Reader
From your website
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OR /
download into Browser
Google profile Individual sharing sitesto share web page with another
site such as
Global favourites bar Blogs
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Youtube automation
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RSS feed
feed
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Blog sharing tools
• allow multiple Blog postings
• on different platforms
• link different tools
• to say the same in different places.........
• Reach Depth Quality
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Free Google ToolsGoogle Places – inc maps listing
Google Profile
Google Reader
Google News
Google Alerts
Google Friend Connect
Google Analytics
YouTube/Blogger
Google Mail Google Calendar Google Documents
Google Blog search
Free web address and hosting for a year
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Problem Solving
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Problem Solving1 : 5 suffer with stress – WHO
83% of global population no independent press
Climate Change >80% global energy supply chain is fossil fuel reliant
Gender equality – how do we tackle this?
Education – sharing of resources - mobile internet
Modern cardiovascular care cost 10% USA budget
Grameen Bank / Grameen Mobile
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Answer For A Better WorldAvoid top down thinking
Trust people more
Empower grass roots
Collaborate
Network & share & SUPPORT ONE ANOTHER
Social media – assists all of this
We Become -
Better informed for Better decision making
From DISCOVERY TO MASTERY
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Questions?
Ivor Kellock
ivor@trainleaders.co.uk
http://www.trainleaders.co.uk
+44 7782193093
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