Talk social dec 2011 keynote michelle goodall
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Michelle Goodall's keynote at Talk Social conference, Norwich Dec 2011.
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Talk social dec 2011 keynote michelle goodall
- 1. Social media and its place in your business Michelle Goodall Online communica7ons and social media consultant/trainer Twi;er: @greenwellys Blog: h;p://michellegoodall.posterous.com/
- 2. 40 minutes of… • Helpful (mainly) UK based sta7s7cs • The state of social media in the UK – the consumers’ view • The state of social media in the UK – the business view • Challenges and opportuni7es and applying these to your business © Michelle Goodall -‐ @greenwellys
- 3. @greenwellys
- 4. Who am I talking to? • SME or sole trader? • Larger organisa7on? • Who here B2B • Who here B2C • If you could only use one social network personally and professionally, what would it be? © Michelle Goodall -‐ @greenwellys
- 5. Social media – think beyond the “Big 4” • Not just your owned presence on FB, Twi;er, YouTube and LinkedIn • Reviews/recommenda7ons/sharing, loca7on based, comments on trade/tradi7onal media ar7cles, forums, niche professional communi7es…and more • Think bigger! © Michelle Goodall -‐ @greenwellys
- 6. …social media tools to make your job/ life easier © Michelle Goodall -‐ @greenwellys
- 7. Social media in the UK The consumer
- 8. Not quite always on...yet 59% of UK Internet users access social media at least once a week 42% access it daily! © Michelle Goodall -‐ @greenwellys Source: Porter Novelli – Social Consumers in Europe Report
- 9. The rise and rise of social networks Will social network usage overtake online shopping & News in 2012? © Michelle Goodall -‐ @greenwellys Source: Pew Research Center’s Internet & American Life 2002-‐2011
- 10. The numbers Facebook -‐ 30,481,300 users 48.89% of UK populaMon LinkedIn -‐ 8,142,912 users 13% of UK populaMon TwiSer -‐ 225 million users globally No UK stats currently + dormant accounts Google+ -‐ 50 million globally No UK stats currently – faster growth than Facebook © Michelle Goodall -‐ @greenwellys Source: Socialbakers
- 11. Mul7ple devices How many minutes do you spend per day on the following? © Michelle Goodall -‐ @greenwellys Source: Porter Novelli – Social Consumers in Europe Report
- 12. Consumers of the conversa7on Image: h;p://www.22squared.com/
- 13. ‘Argos altruism’ Guess how many reviews for an Argos Water BuS? © Michelle Goodall -‐ @greenwellys Source: Lexis – the science of sharing
- 14. Why do we follow or ‘friend’ brands? 47% to get the latest product news 61% to get discounts Or vouchers 52% to enter compeMMons 53% because I like the brand © Michelle Goodall -‐ @greenwellys Source: Porter Novelli – Social Consumers in Europe Report
- 15. Sadly, ‘friendships’ can turn sour… 52% -‐ too repeMMve 41%-‐ they crowd my feed 39% -‐ they post too frequently 31% -‐ I took advantage of a one Mme offer/ compeMMon © Michelle Goodall -‐ @greenwellys Source: Adobe – Social Analy7cs event Nov 2011
- 16. Do they think you ‘do’ social well? Only 15% of customers believe organisaMons do a good job of interacMng with them in social media 1 in 6 want a more meaningful relaMonship (including co-‐developing future products and services) © Michelle Goodall -‐ @greenwellys Source: Ernst & Young – surveyed 2,000 UK consumers
- 17. The state of social media in the UK The business view
- 18. Peer benchmarking © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 19. Navel gazing © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 20. The ‘Big 4’ © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 21. Content, content, content © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 22. In-‐source or outsource? © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 23. Budgets? ROI? • 79% respondents say investment will increase next year • 35% say they currently spend less than <£5k annually and 23% spend nothing • 41% don’t have any ROI figures for their social media efforts © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 24. Warning: Social media can seriously damage your reputa7on 46% do not monitor conversa7on about their brand/organisa7on >60% have not implemented governance models or training Even the great and good get it wrong… © Michelle Goodall -‐ @greenwellys Source: Econsultancy State of Social Report Oct 2011
- 25. Social media in the UK B2B
- 26. B2B? • Only 8% heavily leveraging social media • Only 5% report strong link between social media and strategy • Only 11% state they have the tools and systems to ‘do social’ effec7vely • 20% of execu7ves don’t trust their companies to make the right social media investments © Michelle Goodall -‐ @greenwellys Source: Accenture study 2011
- 27. The opportunity for your business
- 28. HP: LinkedIn Company profile with products/services/ recommendaMons HP Small Biz NaMon >15k members Connects small business owners Exclusive offers, newsleSers etc >50k UUs >7x similar businesses HP LinkedIn case study -‐ Slideshare © Michelle Goodall -‐ @greenwellys
- 29. Econsultancy – a social business Focus on channels that deliver brand awareness and impact ExperimentaMon becomes content – e.g. Red Friday, Google+, Live TwiSer feed 30% of all traffic from content and social 25 B2B social media case studies © Michelle Goodall -‐ @greenwellys
- 30. Pai – small business success Focus = great products, building advocacy, content, PR and social Highly engaged fans and sales correlaMon with peaks of social engagement Customer service through Get SaMsfacMon Co-‐creaMon, high levels of advocacy and strong NPS Scores h;p://www.paiskincare.com/ © Michelle Goodall -‐ @greenwellys
- 31. Starbucks – big business success LocaMon based deals and promoMons in Facebook/Foursquare Customer co-‐creaMon – My Starbucks Idea “not brand, relaMonship markeMng” 100th idea -‐ gining via Facebook © Michelle Goodall -‐ @greenwellys
- 32. Trends – challenges and opportuni7es and applying them to your business
- 33. Challenge #1: Cut-‐through Q: What percentage of social media conversaMon is driven by social media campaigns? © Michelle Goodall -‐ @greenwellys A: = 1%
- 34. Challenge #1: Cut-‐through 30% of all social media conversaMon is driven by the news agenda The rest is Sport, Music, Celebrity, TV shows, products and services, BIG adverMsing campaigns © Michelle Goodall -‐ @greenwellys Source: Precise Media
- 35. Challenge #2: Crap content © Michelle Goodall -‐ @greenwellys
- 36. Challenge #3: privacy/’fric7onless’ sharing Take this Lollipop © Michelle Goodall -‐ @greenwellys
- 37. Challenge #4: The pace of change © Michelle Goodall -‐ @greenwellys
- 38. Challenge #5: ‘influence’ © Michelle Goodall -‐ @greenwellys
- 39. Challenge #6: tailored search Every ‘like’, ‘+1’ and Google search changes the Internet that we and others see © Michelle Goodall -‐ @greenwellys
- 40. Opportunity #1: online/offline integra7on © Michelle Goodall -‐ @greenwellys
- 41. #AskAvanade – B2B’s Old Spice guy… © Michelle Goodall -‐ @greenwellys
- 42. Opportunity #2: loca7on based social media © Michelle Goodall -‐ @greenwellys
- 43. Opportunity #3: ROI and ROE © Michelle Goodall -‐ @greenwellys
- 44. Opportunity #4: brilliant free and enterprise tools Monitoring Management Measurement (insight) (AcMon) (Analyse) Free Google Alerts Crowdbooster Google AnalyMcs Tweetdeck Twentyfeet Facebook Insights Hootsuite Sproutsocial YouTube Insights SocialmenMon Tweetdeck LinkedIn group analyMcs Tweetreach Crowdbooster Enterprise Brandwatch Hootsuite Adobe Social Radian6 Buddy Media AnalyMcs Sysomos Lithium IBM Coremetrics Brandwatch social analyMcs Radian 6 Sysomos Hundreds of tools, here’s some to get you started… © Michelle Goodall -‐ @greenwellys
- 45. Opportunity #5: social commerce © Michelle Goodall -‐ @greenwellys
- 46. Opportunity #6: Customer to customer care © Michelle Goodall -‐ @greenwellys
- 47. Opportunity #7: Crowdfunding © Michelle Goodall -‐ @greenwellys
- 48. A blueprint for success • Clear business objec7ves • Departmental objec7ves (blurring) • Long term brand narra7ve and content strategy • People – audiences, segmenta7on, storytellers, connectors, listeners etc • Channels • Monitoring – insight -‐ ac7on • Measuring • Evaluate – reiterate – evolve • Keep up with this stuff…personal appe7te © Michelle Goodall -‐ @greenwellys
- 49. Becoming a social business – a 4 stage journey © Michelle Goodall -‐ @greenwellys Source: Econsultancy – Adobe quarterly digital intelligence briefing
- 50. Summary • SM pervasive and beyond niche – evolu7on is lightening fast • Investment s7ll low – failure to make connec7on between engagement and ROI • Consider sustainable strategy given your resources and budgets • Plan properly – objec7ves, insights, resource, reputa7on, risk, ROI • Where are you on the 4-‐stage journey? © Michelle Goodall -‐ @greenwellys
- 51. Thanks – download my presenta7on here: h;ps://www.slideshare.net/ michellegoodall Michelle Goodall Online communica7ons and social media consultant/trainer Twi;er: @greenwellys Blog: h;p://michellegoodall.posterous.com/