Introduction by Gordon MacIntyre-Kemp

1. Go-Social Manchester
Bootcamp
Sponsored by

4. What is Go-Social?
• A dynamic online community of 1,400 business
people
• A series of innovative networking and training events
• Cutting edge use of social media
• It’s fun, interesting and safe to be a member
• Our goal is to help businesses gain a competitive
advantage through social media marketing
• Crowdsourcing leading edge social media marketing
advice, practical support and innovative ideas

5. Goals for Today
• To provide ideas and motivation
• Access to inspiring examples from major
brands, charities, B2B & B2C, and smaller local
champions that are doing remarkable things
• To have a conversation and to keep that
conversation going
• For you to commit to improvements
• Live Blogging - #GoSocialUK

6. Why Go-Social
• Something fundamentally wrong with the way we are
selling and marketing today
• Bombarded with marketing messages, TV ads,
newspaper ads, websites, Tweets
• We are learning to filter all that doesn’t engage
• We are becoming immune to interruptions
• Advertising is failing (cigarettes) cold calling is failing
(fishing stocks)
• Social media is the dotcom boom: we overestimated
the instant change & underestimated the 10 year trend

7. Four Trust Drivers
• Historical Trust – testimonials – client lists – LinkedIn
recommendations – previous dealings – brand reputation
• Capability Trust – case studies – expert blogs - qualifications –
memberships – awards - ROI
• Interpersonal Trust - professionalism – ask thought provoking
questions – rapport – attire – humour
• Social Trust – do you engage via social media – do you look
approachable – positive ORM - opportunities to engage and
network – Meshworks?
• These are the strategic foundations – it’s not about the tools!

8. The Buying Process
Becoming
Aware
Looking for
solutions /
responses
Understanding
the problem
Evaluating
Suppliers
Comparing prices
Blissfully
Unaware
Disappointment
10%
20% 50%
75%
60%
90%

9. Integrated Business Development
Social Media
Marketing
MarketingSales
Cold Calling
Targets
Pipeline
Sales Teams
Sales meetings
Tenders
Pitches
Networking
Websites
Design
Advertising
Brochures
PR
Events
Conferences
Brand
Exhibitions
Twitter
You-Tube
Facebook
Blogs
LinkedIn
Ning
Opportunity
?
Threat

10. Our survey said…
We surveyed 551 UK companies and found out the following:
• 63% fully committed to using Social Media as a marketing tool
• 30% using but looking to increase usage
• Only 7% had no plans to use Social Media this year
• 86% looking to increase their Social Media Marketing budget this
year
• No companies reported plans to cut investment
• Key commercial benefits looked for were:
– brand awareness
– better customer relationships
– increased web traffic
– lead generation
– expert positioning

11. Our survey said…
• The tools they use
– 22% use LinkedIn (23)
– 22% use Twitter (19)
– 20% are on Facebook (22)
– 13% have Blogs (13)
– 10% use YouTube (15)
– Flickr less than 1%
• Biggest barrier is a lack of time - 27%
• No strategy 17% / Skills and Knowledge 14%
• Lack of CEO buy-in 11%
• Only 50% monitor social media brand mentions

12. Our survey said…
• 66% are thinking of contracting an outside
agency to advise on social media
– 25% Social media marketing agency
– 16% Digital marketing agency
– PR firm with specialist division 9%
– Web firm with SM division 8.4%
– Advertising agency 7.2%
– Business Development consultant 1.2%
• Marketing department 45% / CEO 30%
• 87% expect business to grow next 12 months
• 10% of non-engaged companies expect business to grow

13. Predictions
• Sharing knowledge – pay it forward
• Showing a genuine interest in others
• Conversation – being remarkable
• Increased influence – deeper and wider
• Different tools for different pools
• Some of the best work will be low budget
• Integration is the big challenge
• It takes less time than you think!