Social Media For Smes

http://www.socialmediaeasy.it

Roberto Grossi | Social Media Easy

Definitions (from Wikipedia)

A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige.

Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)

In other words … Conversations happening on: • • • • • • • • • • • •

Blogs Microblogs Wikis Photo sharing websites Video sharing websites Social Networks RSS Forum Chat Podcast Bookmarking Virtual worlds

It is like being at a business reception cocktail without time or space constraints.

Myths and Facts Social Media are for young people

It's popular in the US but not in the rest of the world

• The fastest growing Facebook demographic is those 35 years old and older.

• Close to 70% of the 250M Facebook users are outside the United States.

• 80% percent of Twitter users are over 25.

• According to a Market research published in October 2009 by Weber Shandwick, 50% of the respondents in Italy are interested in interacting with my their brands through social networking websites.

• In the US just less than 1/3rd of the population now visit social networks at least monthly.

18 Millions Social Networks users in Italy

WHY BOTHER ABOUT SOCIAL MEDIA ?

2/3 OFF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS Nielsen, Global Faces & Networked Faces, 2009

TIME SPENT ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING ~10% OF ALL INTERNET TIME Nielsen, Global Faces & Networked Faces, 2009

VISITING SOCIAL SITES IS NOW THE 4TH MOST POPULAR ONLINE ACTIVITY – AHEAD PF PERSONAL EMAIL Nielsen, Global Faces & Networked Faces, 2009

13 Million articles available on Wikipedia

100,000,000 The number of YouTube videos viewed per day

Source: Universal McCann Comparative Study on Social Media Trends, April 2008 - Nielsen, Global Faces & Networked Faces, 2009

1382% the monthly growth rate of Twitter users from January to February 2009 3.000.000 the average number of messages (“Tweets”) per day on Twitter

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA Cone, Business in Social Media Study, September 2008

Impact on the final customer Consultative selling 1:1

• WWW • Relations • Word of mouth (WOM)

New types of networking relationships Dentro = Out Fuori = In Mercato = Market Personale = Employees

Source: Impresa 4.0, Franco Giacomazzi – Marco Camisani Calzolari

New challenges for enterprises • Enhance communications towards employees, market and shareholders • Listen (from communications to conversations) • Monitor conversations (which are out of their control): • Market   Market (Out – Out) • Stakeholders  Stakeholders (Out – Out) • Employees Employees (Out – Out)

Enterprise communications cannot afford to ignore Social Media Source: Impresa 4.0, Franco Giacomazzi – Marco Camisani Calzolari

Customer Service

Public Relations

Collaboration & Loyalty

Innovation (Facebook application)

Fonte: http://www.flickr.com/photos/digitalpr/3391103619/

Not only for large corporations

How Social Media can help SMEs? • Monitor their brand identity • Test and get feedbacks on new products • Low cost alternative to PPC campaigns • Increase web visits and conversions • Share their brand via “network friends” (viral) • Product/service alerts via “tweets”/messages Social Media Marketing strategy should be seen as complementary and not as an alternative

What is happening in Italy Bocconi’s market research (9/2009) on 100 Italian companies : • 35% traditional web • 23% web used to increase interaction with clients • 22% social media adopted as THE communication channel • 20% various reactive approaches

“First to Market” opportunity is still there ! Source: Social Media Monitor, Cento aziende nella rete, di Paola Dubini e Martino Garavaglia

Social Media Marketing for SMEs: Critical success factors • Does it fit with company’s prospect and client base? • Continuous dialogue (simply being there is not sufficient) • Make sure social media presence protects company’s brand • Measure ROI • Enough time and resources to allocate?

http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html

Outsourcing could be the solution!

How we can help ? Web: http://www.socialmediaeasy.it Twitter: @socialmediaeasy Email: [email protected] This presentation can be found in: http://www.slideshare.net/socialmediaeasy

Roberto Grossi Social Media Easy Viale Colli Portuensi 10 00151 Roma Tel.: +39 06 452215417