The document discusses the power of social media and building communities online. It notes that change is constant, with new technologies and platforms emerging, and that broadcast media is shrinking while narrowcast grows exponentially. It defines social media as any media where communities gather, on websites, through email, social networks, reviews, and more. It emphasizes that to build a community, businesses need to focus on trust, honesty, compelling content, appropriate messages, timing, and tone. The document also provides an example of how one company grew its community from 30,000 email subscribers to over 90,000 Facebook fans and 120,000 email subscribers in a year at a low cost per new fan. It stresses the importance of not damaging the community.

1. Social Cases The Power Of Social Media Andrew Rastall andrew@connectingelement.co.uk

2. Contents Change is the norm Defining social media Building a community Feeding the monster Squaring the circle A Social Study What about when it goes wrong?

3. Change Is The Norm Google products 4 Bn Mobile Video Devices Facebook et-al TiVo Sky Plus Hard Drive Recorders BBC iPlayer

4. Change Is The Norm Broadcast is shrinking Narrowcast is growing exponentially Millions get 6 so 10,000 read & 500 act Thousands get 40 so 100,000 read and 20,000 act

5. Defining Social Media

6. Defining Social Media

7. Defining Social Media

9. Online news

10. Email

11. Social networking

12. Review sites

13. Seeding sites

15. Feeding The Monster Appropriate messages Appropriate timing Appropriate tone Modulate the conversation Offer / Value / Amenity

16. One Product = One Team Brand Team Operating Team Guest Care Team Marketing Team

17. One Product = One Team

18. A Social Study In January 2009 Toby’s Community Was 30,000 email respondents. In January 2010 Toby’s Community has topped 90,000 Facebook Fans and 120,000 email respondents

19. A Social Study

20. A Social Study The Cost To Contact Each Fan Was Under 30 pence each

21. A Social Study How did we do that then?

36. Results Record L4L sales growth Record community subscription Record levels of engagement

37. WARNING

38. You Must Not Screw With The Community

39. www.thisfluidworld.com

58. What Should They Have Done? Invoke the Crisis Plan?

59. What Should They Have Done? NO!

60. What Should They Have Done? Built Some Relationships Built Some Trust Built Some Advocates

61. What Should They Have Done? Build a Community