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The social web for small business 2010

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Jonathan Crossfield
Jonathan Crossfield

Is social media relevant to small business or is it just confused hype? How can a small business owner make sense of how the social web works? Facts, figures and strategy to help SMEs finally 'get' what the social web really means.

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The Social Web for Small Business Presenter: Jonathan Crossfield Date: August 2010
Why should I care about social media? WHY
Time spent on social media is up 82%
Aussies are the highest users worldwide! Country Time/ person Unique audience Australia 6:52:28 9,895 United States 6:09:13 142,052 United Kingdom 6:07:54 29,129 Italy 6:00:07 18,256 Spain 5:30:55 19,456 Brazil 4:33:10 31,345 Germany 4:11:45 28,057 France 4:04:39 26,786 Switzerland 3:54:34 2,451 Source: The Nielsen Company, January 2010
Twitter visitors doubled 2009 - 2010 *Data from Comscore, June 2010
Facebook overtook Google in March 2010 *courtesy Hitwise Australia, March 2010 (Hitwise.com.au)
So, what is the social web? WHAT
You might think social media is this
These are just tools – snow shovels
Deciding to use a tool is a TACTIC ,[object Object]
Using them to reach goals is a STRATEGY ,[object Object]
Knowing the customer goal may reveal better tools ,[object Object]
The entire web is social – with many tools
Replying to an email is a social activity…
Writing on a blog is a social activity…
Interacting with a website is a social activity…
… & everyone has access to the toolshed!
The audience is now the media...
...but so are you!
The web is a two way conversation!
How should we use the social web? HOW
Businesses often ask the wrong question How can my business sell more by using social media?
There is a better question How can I use the social web to help consumers achieve their goals?
Human behaviour is the key!
Start thinking like an ANT! nthropology A N T ot echnology
ANT businesses can grow extremely BIG!
Google: built for users, not businesses
Twitter – evolved with user behaviour
Amazon – made buying books easier
They provide 'elegant organisation'! You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Mark Zuckerberg - Facebook
Identify the customer goal, need or obstacle
Understand the route they prefer to take (behaviour)
Use the right tools to make it easier
Watch more people choose your route!
Let’s look at just one tool
What is Twitter? ,[object Object],[object Object],[object Object]
Starting out as a ‘broadcast’ medium… ,[object Object],[object Object],[object Object]
...it evolved into an 'engagement' medium ,[object Object],[object Object],[object Object]
Users transformed how Twitter worked ,[object Object],[object Object],[object Object]
Word of mouth marketing
WOM most powerful marketing around!
Will someone recommend your product?
Will someone recommend your shop?
Wow! Now this is word of mouth! a
But then, so is this! a
Should we care what one person thinks? ,[object Object],[object Object],[object Object]
Twitter marketing strategies
Direct sales via links & promotions
Brand awareness / customer engagement
Feedback & complaints management
Customer service & support
But where’s the ROI? PROVE IT!
Is there a relationship between SM and $? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter
Show me the money! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What about a small business case study?
A fun, friendly website…
… with a regularly updated, funny blog…
… a popular newsletter…
… quirky YouTube videos…
… great use of Twitter, with a business account…
… and a personal account!
A casual, irreverent style
… mixed with a sense of community
The brand has PERSONALITY! My tone seems to be novel in the retail world because it pulls no punches, but it's just me. It's not elitist and the humour is adult. It's free entertainment. Janet Leach – Arterystore.com.au
All are connected. Many tools, one voice
Sales enquiries rise approx 200% after each email
One email saw sales of Nooka watches rise 500%!
Twitter provides 10% of all traffic… ,[object Object],[object Object]
… and fantastic word of mouth! ,[object Object],[object Object]
Other blogs have picked up on the site
Each blog mention boosts traffic
Hasn’t sent a press release in 18 months!
Customers have direct influence on the brand! I want to be the design store at street level, creating a community and being created by its community. Janet Leach – Arterystore.com.au
Nearly there… CONCLUSION
I grew up near a corner shop
They knew me, my family, our story…
… and we knew them
It’s gone now but 30 yrs on I still remember them
Corner shops gave way to supermarkets
We scaled up production
We scaled up marketing
We scaled up sales
We couldn’t scale up relationships Do you want fries with that?
The social web scales up relationships!
What does this mean for you?
Listen and respond – don’t just broadcast
View everything from the customer’s POV
Treat everyone as individuals, not a mass market
Become an ANT business! ,[object Object],[object Object],[object Object],[object Object]
Attract more customers with Netregistry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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