Crafted Media, a creative digital agency, gave a talk about social media for business to a group of firms. The talk took place at the headquarters of Beatons Group, an accountancy firm, on July 21 2011.

1. Briefing: social media for business

3. Design

4. Development

5. Search engine marketing

6. Social media

7. Copywriting

8. Mobile sites & appsdriving sales & enquiries through engagement

9. Social media IS media Media is mass communication. Social media is essentially tailored, targeted communication with ‘opted-in’ or self-selected target audience. Where are your customers now? (trying to find you) Where will they be next week? (engaging with you, or with your competitors)

10. Relationships Mitch Lieberman states that: “Social CRM is about bringing “me” [the social customer] into the ecosystem… It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business.”

12. 28% more likely to continue using them in the future

13. Fans are worth on average $136.38 to a business and spend $71.84 more per yearSearch + Social Media increases CTR by 94 percent. (GroupM and comScore)

14. So what are you talking about? Imagine if you could influence the conversation

15. Communication Who are your customers? Where are they? What are they talking about? Every answer to these questions, or internal discussion you have around these questions, will help define both your business and marketing strategy. And your strategies will include digital media.

16. Why? The opportunity lies where ‘new media’ meets traditional. But we’ve been calling it ‘new media’ for 10 years. Social is customer recommendations Social is conversation Social is relationship building Social is free, trusted advertising We look at how social is built in to the wider marketing strategy.

18. Of mobile traffic, upwards of 50% of searches have local intent

19. 23% of time spent accessing internet is on a mobile device

21. Reach 32k people

22. Via 50 tweets

24. But get started

25. Stop, look, listen

26. It’s not all about Twitter LinkedIn CEO Jeff Weiner on the role of Google+ ‘LinkedIn is for professionals, Facebook for family and friends, and Twitter for broadcasting short thoughts and information.’ LinkedIn is networking, not marketing. Activity tends to be peer-to-peer, rather than business-to-client or customer. Other channels can be multiple things to multiple audiences.

28. Set expectations

29. Tweet in your tea break from your phone

31. Creation vs curation Produce your own news and aggregate the news that is relevant to your business and your customers. Promote it as a source of convenient and essential information. Become a trusted / respected source of news and opinion.

32. The way we need to be.

33. The way we were It’s all about search, paid and natural. And conversion. And maybe a follow-up email. Done. ‘traditional’ media + = +

34. The way we should be now Now, social influence during the search, research, purchase, post-purchase phase is more important than ever... = + +

36. User experience – from calls-to-action to form usability

37. Conversion, retention, rinse, repeat...Understand the role that social plays within this process. Get them in the shop, sell to them (softly), ensure they come back...

38. The basics + Enhance all of the above by knowing your customers. Who are they? Where are they? What are they talking about? The answer still lies in social media, but search & social are increasingly mobile. Learn from every channel. Crucially, once we’ve answered the above questions...

39. What now?

40. People haven’t changed the way they behave fundamentally, they are just more technologically enabled.

41. Mobile Make sure your website works on a mobile. Mobile search Mobile commerce 70% of people use mobile in-store. (Google)

43. enable the user

44. to reserve & collect

45. to find store locations

46. to do whatever they expect to be able to doMobile is a new and complementary channel, not a replacement.

47. Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them

48. So what? Just a website isn’t a strategy.

49. So what? Just visitors will not keep you in business.

50. So what? Just social networking is all talk and no trousers

51. So sell Social media is the opportunity to engage your customers and clients via the most effective means. Social commerce Mobile commerce

53. New technology Brand building New sales channel anyspacedirect.co.uk – iPhone mobile app

55. 40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]

56. Consumers are taking control.

58. Social change New platforms = new behaviour? Social commerce is e-commerce through social networks.E-commerce is selling products or services online. Is social change happening? How is the economy affecting the way we shop? How are any and all social factors affecting the way that we find, review and choose service providers? .

59. Social influence Social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there). We seek out the opinions of our peers & trusted brands. Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified.

60. Social interaction

61. The power of advocacy

62. Off(line) and on again

63. Be useful (93k views)

64. Add value

65. Daily (location-based) deals

66. What next? By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers* Leave here with questions: for the rest of the company. Don’t dismiss social media as something that you don’t understand. It is where your customers are, where they will be, and where business is getting done. And keep an eye on Google+ as it rolls out business pages... *Professor Manuel Castells – Digital Obama Architect

67. Contact Tom Griffiths Sales & Marketing Director tom@craftedmedia.com twitter.com/TomGriffola gplus.to/TomGriffola Linkedin.com/in/tmgriffiths Tel: 01473 213222 www.craftedmedia.com

68. Image on slide 3 http://www.flickr.com/photos/cheesy42/5945217559/ Image on slide 18 http://www.flickr.com/photos/renet/369761/sizes/z/in/photostream/ Image on slide 27 http://www.flickr.com/photos/anirudhkoul/4646989519/ Images on slides 6 and 23 from The Commons via Flickr.