Slides Re Social Media To Newcastle Uni M SC Renewable Energy, Enterprise & Management Class 2010

REEM & SOCIAL MEDIA
Justin Souter, MD
Souter Consulting Limited
REEM & Social Media - (c) Souter Consulting Limited

19/05/10 1
2010
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.

19/05/10 2
2010
So who are you?
 Show of hands  Work
– Facebook users – Startup
– Bloggers – Intrapreneur ;-)
– Twitter – Career change
– Post videos?  What sort of help
– Post photos? do you need?

19/05/10 3
2010
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
19/05/10 4
2010
Agenda
 Context
 Social Media for business
 It’s now the mainstream
 Business level thoughts
 Exercise for you

19/05/10 5
2010
Katie brief:
6
 “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! ;-)
REEM & Social Media - (c) Souter Consulting Limited 2010 19/05/10
BASICALLY IT'S ABOUT HOW
TO USE THE SOCIAL MEDIA
BIT OF WEB 2.0 FOR YOUR
BUSINESS
19/05/10
2010
7
History & context
8
 Internet
 WWW
 Traditional media online & then
dot.com bubble and bust
 Web 2.0
 Breaking down the barriers of the
traditional organisation
 Cloud computing
The penny has already
dropped!

19/05/10 9
2010
It's hit the mainstream and
a recognised tool for
business
10
 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
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…

19/05/10 11
2010
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

19/05/10 12
2010
It's
13
 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
Build a community to
14 help you
 Get the message out
 Get feedback
 Get new ideas
 Get introduced to key players
 Gain momentum, confidence
 Succeed, make £!
Context
15
 B2B
 B2C
 Internal
Note to self
16
 What of the existing slides can I use?

 Involvement with The Difference
Engine
 Mentoring 2 Newcastle University
students
PRACTICAL EXAMPLES

19/05/10 17
2010
DaGoaty
Social Media effectiveness -
Rozmic

19/05/10 18
2010
Recruitment

19/05/10 19
2010
Marketing

19/05/10 20
2010
Focus group / feedback

19/05/10 21
2010
Customer support

19/05/10 22
2010
Early warning

19/05/10 23
2010
Crisis Management

19/05/10 24
2010
Case Study – Social Media
disaster

19/05/10 25
2010
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/

19/05/10 26
2010
Motrin: Twitter
REEM &
Social
Media - (c)
19/05/10 27 Souter
Consulting
Business to Business
Scenarios
 According to – Develop advocates and
Dan Sears, you might Industry influencers
– Reposition products and
consider the following: brands
– Listen and monitor the
– Share information during
online conversation tradeshows and events
– Gather product – Align and connect
requirements and communities of interest
feedback and practice
– Alert customers of new – Generate awareness and
product features, exposure (press release)
upcoming events
 Social Media in a B2B con
– Introduce products to
prospects blog post
REEM &
Social
Media - (c)
19/05/10 28 Souter
Consulting
Downsides
29
 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
HOW?
REEM &
kevindooley Social
Media - (c)
19/05/10 30 Souter
Consulting
The four-step approach to the groundswell
P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T
31
Technology
Decide which social technologies to use
Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Key roles and their groundswell objectives
Roles Groundswell objectives
Research Listening
Marketing Talking
Sales Energizing
Support Supporting
Development Embracing
32
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
groundswell.forrester.com
19/05/10 33
2010
WHAT?
nolifebeforecoffee
REEM &
Social
Media - (c)
19/05/10 34 Souter
Consulting
Matt Hamm

19/05/10 35
2010
10ch

19/05/10 36
2010
Mike Licht, NotionsCapital.com

19/05/10 37
2010
Kristina B

19/05/10 38
2010
Ernst-Jan Pfauth

19/05/10 39
2010
eco2oh

19/05/10 40
2010
nanpalmero

19/05/10 41
2010
enriqueburgosgarcia

19/05/10 42
2010
Katie brief:
43
 “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”
Chief Executive I was talking with recently[!]
“THIS IS ABOUT
DETERMINING A FUTURE
ONLINE CUSTOMER
COMMUNICATIONS
19/05/10
2010
44
Technology
Sammy0716

19/05/10 45
2010
Social Movement
Paul Keller

19/05/10 46
2010
Mindset
websuccessdiva

19/05/10 47
2010
Next steps
48
 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
There is also
49
 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
Further materials
50
 Groundswell
 Whuffie Factor
 Good presos on Slideshare
– Social Media
– Enterprise
– Web & Enterprise 2.0
Are you enterprising?
 North East Access to  Other networks
Finance – Netpark
 Entrepreneurs Forum – Supermondays
 Centre of Excellence  One North East -
– Teesside http://onenortheast.co.
– Tyneside
 Guy Kawasaki –
– Wearside
The Art of the Start
 Business Link
 Lots of support!

19/05/10 51
2010
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!

19/05/10 52
2010
Sister72
CALL TO ACTION REEM &

Social
Media - (c)
19/05/10 53 Souter
Consulting
http://pwnwear.com/2009/11/06/keybinding-
do-it/

19/05/10 54
2010
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
REEM &
Social
Media - (c)
19/05/10 55 Souter
Consulting
WHY?
bitzcelt
REEM &
Social
Media - (c)
19/05/10 56 Souter
Consulting
Cause & effect –
Adam Parker stylee
Measure Description Examples
Activity Indicate that PR activity has made an Relevant coverage on publications,

tweets about your
impact. announcement/brand, YouTube views,
downloads.
Qualification Assess potential influence of these Twitter followers, readership of

publication, authority of blog, Page
activities. Rank. These can then be
further distilled into overall measures.
Indicator Indicate the likelihood that the activities Referrals to your website from a
particular piece of coverage or Twitter
measured will result in a desired activity; increased positive sentiment
response of some kind either now or in compared to the position prior to the
PR campaign; relative impact
the future
compared to other campaigns.
Action Actual desired responses that resulted. Lead generation, sign ups,
attendance
REEM & Social Media - (c) Souter Consulting at an event, sales.
Limited
19/05/10 57
2010
19/05/10 58
2010
19/05/10 59
2010
19/05/10 60
2010
19/05/10 61
2010
Olivier Blanchard
Principal, BrandBuilder
Marketing
864.630.7398
www.thebrandbuildermarketin
g.com
@thebrandbuilder (on Twitter)
www.smroi.net
19/05/10 62
2010
ROI = actualized potential.

19/05/10 63
2010
10 ways to measure social media
success
1. Traffic 6. Brand metrics
2. Interaction 7. PR
3. Sales 8. Customer
4. Leads engagement
5. Search marketing 9. Retention
10.Profits
Props to Econsultancy
REEM &
Social
Media - (c)
19/05/10 64 Souter
Consulting
Resources
 Yongfook / Egg & Co
 Oliver Blanchard
 Adam Parker
 Dave McClure
 My Delicious links on ROI
 Other links are embedded on the
slides…

19/05/10 65
2010
AND FINALLY… REEM &
Social
Sister72 Media - (c)
19/05/10 66 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.”

19/05/10 67
2010
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
19/05/10 68
2010

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REEM & SOCIAL MEDIA

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

 “Something that will equip them with

REEM & Social Media - (c) Souter Consulting Limited

 Gulf oil spill

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

 What of the existing slides can I use?

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

 Motrin (as we’ve seen)

Entire contents © 2008 Forrester Research, Inc. All rights reserved.

Roles Groundswell objectives

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

 “Something that will equip them with

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

CALL TO ACTION REEM &

REEM & Social Media - (c) Souter Consulting Limited

Activity Indicate that PR activity has made an Relevant coverage on publications,

Qualification Assess potential influence of these Twitter followers, readership of

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

REEM & Social Media - (c) Souter Consulting Limited

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