REEM & SOCIAL MEDIA

Justin Souter, MD Souter Consulting Limited

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MSc Renewable Energy, Enterprise & Management
 First delivered in 2008, the MSc in Renewable Energy, Enterprise and Management (REEM) provides fully integrated renewable energy management and enterprise training in order to deliver a broad view of the renewable energy industry.  It is designed to be highly flexible, allowing postgraduate students to study renewable energy and business enterprise subjects either full-time or part-time, and to study whilst remaining in full-time employment.  Students on this programme will learn how to start up and develop a business in the Renewable Energy sector, with the opportunity to trade. 
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So who are you?
 Show of hands
– – – – – Facebook users Bloggers Twitter Post videos? Post photos?

 Work
– Startup – Intrapreneur ;-) – Career change

 What sort of help do you need?

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So who am I?
 Run my own business:
– Social Media strategy, implementation, outsource – Helping customers work out how to best use their info sharing tools – Managing the people change

 Worked for nearly 10 years for IT outsourcer  Bluffed at being a techie – am really a business consultant  Native of the North East (Northumberland!)  Mentoring 2 students at Newcastle Uni
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Agenda
     Context Social Media for business It’s now the mainstream Business level thoughts Exercise for you

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Katie brief:
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 “Something that will equip them with the means to assess your material against their own business ideas
– to see how they can use SM to promote, be strategic, and set up their own businesses”

 Start thinking about this now, as you’ll be doing an exercise in a little while! ;-)
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BASICALLY IT'S ABOUT HOW TO USE THE SOCIAL MEDIA BIT OF WEB 2.0 FOR YOUR BUSINESS
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History & context
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 Internet  WWW  Traditional media online & then dot.com bubble and bust  Web 2.0  Breaking down the barriers of the traditional organisation  Cloud computing
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The penny has already dropped!

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It's hit the mainstream and a recognised tool for business
 Gulf oil spill  Punch above your weight  Dramatic ability to create buzz & influence if you

– have something interesting / unique to say – can create and maintain a community

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It's about telling your story in a different communications channel
 Text, photos, video, speech  Create human face for your brand  Building social capital

– Create more than you capture – You're the sidekick for your community

 It’s new, but use existing expertise and update it…
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Social Media Marketing
 It's more than just setting up a Twitter account, blog etc.
– It's about strategy

 Build following around your brand, and people willing to support you and tell their friends
– Give you feedback, ideas

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It's
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interactive brutally honest real-time a mindset, a fast-moving, dynamic way of doing business  quite a commitment  not about how many followers you have, it’s about ‘whuffie’  perfectly suited to Green issues    
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Build a community to help you
      Get the message out Get feedback Get new ideas Get introduced to key players Gain momentum, confidence Succeed, make £!

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Context
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 B2B  B2C  Internal

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Note to self
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 What of the existing slides can I use?  Involvement with The Difference Engine  Mentoring 2 Newcastle University students

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PRACTICAL EXAMPLES

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DaGoaty

Social Media effectiveness Rozmic

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Recruitment

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Marketing

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Focus group / feedback

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Customer support

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Early warning

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Crisis Management

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Case Study – Social Media disaster

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Motrin backup
Props to Neville Hobson: http://www.nevillehobson.com/2008/11/18/the-motrin-storm-breathtaking-speed-and-scale/

Original ad

Spoof

 http://www.youtube.com/v/BmykFKjNpdY  http://www.youtube.com/v/

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Motrin: Twitter

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REEM & Social Media - (c) Souter Consulting

Business to Business Scenarios
 According to  Dan Sears, you might consider the following:
– Listen and monitor the online conversation – Gather product requirements and feedback – Alert customers of new product features, upcoming events – Introduce products to prospects
– Develop advocates and Industry influencers – Reposition products and brands – Share information during tradeshows and events – Align and connect communities of interest and practice – Generate awareness and exposure (press release)

 Social Media in a B2B con blog post
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Downsides
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 Motrin (as we’ve seen)  Dell Hell – turnaround to @DellOutlet & $3m sales  Copyright issues – sharing gets abused  Phishing / spam / identity theft  Time wasting  Time consuming
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HOW?
kevindooley
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The four-step approach to the groundswell

P O S T

People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use
Forrester Research, Inc. All rights reserved.

Entire 31 contents © 2008

Key roles and their groundswell objectives
Roles Research Marketing Sales Support Development Groundswell objectives Listening Talking Energizing Supporting Embracing

Entire 32 contents © 2008

Forrester Research, Inc. All rights reserved.

groundswell.forrester.com
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WHAT?
nolifebeforecoffee
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REEM & Social Media - (c) Souter Consulting

Matt Hamm

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10ch

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Mike Licht, NotionsCapital.com

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Kristina B

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Ernst-Jan Pfauth

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eco2oh

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nanpalmero

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enriqueburgosgarcia

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Katie brief:
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 “Something that will equip them with the means to assess your material against their own business ideas
– to see how they can use SM to promote, be strategic, and set up their own businesses”

REEM & Social Media - (c) Souter Consulting Limited 2010

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Chief Executive I was talking with recently[!]

“THIS IS ABOUT DETERMINING A FUTURE ONLINE CUSTOMER COMMUNICATIONS
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Technology

Sammy0716

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Social Movement

Paul Keller

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Mindset

websuccessdiva
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Next steps
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 Set up tools
– Online – Offline – Integrate them

 Start following people
– Twitter & RSS, subscribe to videos, presentations

 Start to find your own voice  It's about the long term
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There is also
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 Innovation
– Get your community to suggest where you go next

 Crowdsourcing
– Get folk to collaborate on your next project and help de-risk it

 Mashups - lightweight process-based applications  Cloud  Use these tools to fast forward to credibility at low cost
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Further materials
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 Groundswell  Whuffie Factor  Good presos on Slideshare
– Social Media – Enterprise – Web & Enterprise 2.0

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Are you enterprising?
 North East Access to Finance  Entrepreneurs Forum  Centre of Excellence
– Teesside – Tyneside – Wearside

 Other networks
– Netpark – Supermondays

 Business Link

 One North East http://onenortheast.co.  Guy Kawasaki – The Art of the Start  Lots of support!

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Summary
 It’s about doing business … differently  It gives smaller players a massive leg-up  Cost can be limited to time spent doing (& learning how to do)  It’s here to stay whether we like it or not  You can just ‘fire & forget’ by getting the youngies to do it – you need to manage it  Start the journey now!

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Sister72

CALL TO ACTION
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http://pwnwear.com/2009/11/06/keybindingdo-it/

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Souter Consulting Limited
 What can I do for you?  Please contact me to see how we can work together!  Justin Souter
– http://souterconsulting.eu – Justin.souter@souterconsulting.eu – 07717 725504
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WHY?
bitzcelt
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Cause & effect – Adam Parker stylee
Measure Description Examples

Activity

Indicate that PR activity has made an impact. Assess potential influence of these activities.

Relevant coverage on publications, tweets about your announcement/brand, YouTube views, downloads. Twitter followers, readership of publication, authority of blog, Page Rank. These can then be further distilled into overall measures. Referrals to your website from a particular piece of coverage or Twitter activity; increased positive sentiment compared to the position prior to the PR campaign; relative impact compared to other campaigns.

Qualification

Indicator

Indicate the likelihood that the activities measured will result in a desired response of some kind either now or in the future Actual desired responses that resulted.
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2010

Action

Lead generation, sign ups, attendance at REEM & Social Media - (c) Souter Consulting Limited an event, sales.
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Olivier Blanchard Principal, BrandBuilder Marketing 864.630.7398 www.thebrandbuildermarketin g.com @thebrandbuilder (on Twitter) www.smroi.net
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ROI = actualized potential.

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10 ways to measure social media success
1. 2. 3. 4. 5. Traffic Interaction Sales Leads Search marketing
6. Brand metrics 7. PR 8. Customer engagement 9. Retention 10.Profits Props to Econsultancy
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Resources
      Yongfook / Egg & Co Oliver Blanchard Adam Parker Dave McClure My Delicious links on ROI Other links are embedded on the slides…
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AND FINALLY…
Sister72
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REEM & Social Media - (c) Souter Consulting

Phil Richards
 “If you come from the "intention" just to get business, then its more difficult to take part ( IMHO ), if you come from the intention of sharing, helping, community etc.. then whilst business does come, its not the primary intention, and getting involved has more meaning.”
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Why accountants should blog
 “The biggest benefit though comes through your ability to show your human-ness.
– People deal with people and if they see authenticity expressed through your blog efforts then they are far more likely to identify with you as a person. – Given the professional reputation for being stuffy, that can't be a bad thing. – Agree?” Dennis Howlett
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