The business landscape has changed. Consumers have become more self-reliant and increasingly less dependent on so called ‘experts’. Quite simply people trust people - and they like to do business with people they know and trust. Consumers refuse to be talked down to anymore - demanding that companies engage with them. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust. This presentation offers a no nonsense look at social media and how companies have benefited and fallen victim to the power of social media. Giving examples from around the world but focusing on the Netherlands. It gives 10 simple-to-follow first steps to start implementing social media into your business. Dispelling a few misconceptions along the way. Presentation developed by Iain Davenport, Internet Consultant at The Englishman Online.

1. SOCIAL MEDIA BEYOND THE
Iain Davenport

2. Its not NEW

3. People have always shared their passions

4. Today’s Internet is a
social-amplifier

5. A technology that puts the power of
information in the hands of consumers
Today’s Internet is a
social-amplifier

6. Sharing and Participating

7. People trust people

8. Just how popular is it in Holland?

9. 3,417,540 users 9,000,000 users
102% growth in 12 months 8 m unique visits monthly
Ranked 29th world wide 6.5 b page views / month
Facebook statistics for The Netherlands 2010 Hyves statistics for The Netherlands 2010
1,500,000 users 418,000 users
In the top 5 in the world Most active country in Europe
Linkedin statistics for The Netherlands 2010 Twitter statistics for The Netherlands 2010

10. 90% Follow brands for product
information and updates
33% Share opinions weekly on
products and services
20% Seek advice and recommendations
20% Are looking to communicate
Twitter usage

11. 20%
20%
8%
38%
64%
27%
Segments include consumers participating in at least one
of the indicated activities at least monthly.
Base 13,254 European online adults
Source: European Technographics Benchmark Survey 2009
Diagram: Forrester
Levels of participation

12. 30 years old 26 years old
30 years old 39 years old
Average age Dutch users

13. ‘ Uit onderzoek van Motivaction onder
ruim 1.200 ondernemers in het MKB
blijkt dat slechts een kleine groep
ondernemers social media inzet.
Source: Marketingonline.nl, 29 maart 2011
’
And yet businesses are slow to act

14. MISCONCEPTIONS
Debunking 5 Social Media Myths

15. The tools are free to use. However, integrating these tools into
your marketing program requires skill, time, and money.
Social media is cheap, if not free

16. The basics are within most peoples reach However, you need
experience to conceive and execute a social media campaign.
Anyone can do it

17. “Social media success isn’t big
moves... it’s little moves made
every day that eventually add
up to a major shift.”
Jay Baer, co-author of 'The Now Revolution'
You can make a big splash in a short time

18. Every business can benefit
ONE SIZE DOESN’T FIT ALL: No marketing method fits all businesses and markets.

19. Ask yourself 2 basic questions:
1. Do you have something to say
that will benefit your customers?
2. Are you prepared to enter into a
conversation with your customers?
Are you ready to talk?

20. CONVERSATIONS

21. Creating a buzz

22. MAVENS
Independent thinkers who
act as information brokers

23. CONNECTORS
Gregarious individuals with an
extensive social network

24. A CHAIN REACTION
That can either damage or build your brand

26. Getting your message across

27. Promotion & Marketing

28. Involvement: creating ambassadors

29. PERFECT PARTNERS:
mobile and social media

30. Old New The opinion
Unfortunately there’s a dark side

31. Gap experienced the power of social media
when they unveiled a new logo, quite badly
designed, and the reaction was an immediate
social media backlash. Across the internet
detractors pulled the new logo apart.

32. How to implement a Social Media Strategy
...in ten steps

33. STEP #1 ESTABLISH GOALS

34. STEP #2 LISTEN

35. WHO SHOULD
YOU BE
LISTENING TO?

37. NETHERLANDS
& BELGIUM

38. STEP #3 FOLLOW
THE CONVERSATION

39. STEP #4 IDENTIFY YOUR AUDIENCE

40. STEP #5 Take control of your web presence

41. “Your image is what people
say about you when you’ve
left the room”
Jeff Bezos, Amazon

42. Personal Branding
Cultivating a unique promises of value.

43. ELEVATOR PITCH

44. STEP #6 BUILD
Choose your
channels wisely
THE CONVERSATION PRISM
by Brian Solis & JESS3

45. RELEVANCE

46. Use your channels
to engage
and drive traffic
Build your BASE
Elliance infographics

47. The base

48. Use your channels
to engage
and drive traffic
Elliance infographics

49. The channels

50. The channels

51. The channels

52. Elliance infographics

53. STEP #7 JOIN
THE CONVERSATION

54. “85% of social media users believe that companies should
go further than just having a presence on social sites and
should also INTERACT with their customers”
Cone, Business in Social Media Study, September 2008.

55. Starbucks gave their customers a voice

56. Q: What are your thoughts on our
newest product? Like / Dislike?
They asked questions

57. Resulting in 50,000 product ideas

58. Twitter as a customer service channel

60. STEP #8
Move from top
down to bottom
up innovation

62. Ingraining consumer participation
into business processes

63. Consumer participation lowers research costs

64. ‘Maak de Smaak’

65. Dove Oscars competition 3500 entries

66. Dove aired the winner of its online contest for a 30-second ad for the
Oscar broadcast on ABC - air time to the value of $1.7 million.

67. 5720 entries

68. STEP #9 MEASURE

69. YOU CAN MEASURE
- Reach
- Frequency
- Traffic
- Influence
- Conversations
- Sentiment

71. STEP #10 ANALYZE AND ADAPT

72. Don’t treat SOCIAL MEDIA
as just another marketing
channel...
It can be so much more

73. THE END... Iain Davenport May 2011