The Social Web for Small Business The Social Web for Business Jonathan Crossfield 15th September 2009

The statistics are exciting

Over 70% of Australian internet users visited a social networking site in June 2009*

*comScore study, June 2009 Reported in Marketing Charts, August 17th 2009 The Social Web for Small Business Online behaviour is evolving

Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008*

*comScore study, June 2009 Reported in Marketing Charts, August 17th 2009 The Social Web for Small Business Twitter is seeing astronomical growth The Social Web for Small Business *courtesy Hitwise Australia, July 2009 (Hitwise.com.au) But businesses keep asking the wrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Small Business There is a better question How can I use the social web to help consumers achieve their goals? The Social Web for Small Business Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 The Social Web for Small Business Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where theyre going http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 The Social Web for Small Business Knowing the customer goal may reveal a better tool http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 Wow! Cleanest driveway in the street! The Social Web for Small Business Why should my business care? WHY The Social Web for Small Business Human behaviour is the key! The Social Web for Business The ANT Approach A N T nthropology ot echnology The Social Web for Small Business ANT businesses are taking over The Social Web for Small Business Google designed for users, not businesses The Social Web for Small Business Twitter tapped into social behaviour The Social Web for Small Business Amazon made buying books easier The Social Web for Small Business So, what is the social web? WHAT The Social Web for Small Business You might think social media is this The Social Web for Small Business These are just tools snow shovels The Social Web for Small Business The entire web is social with many tools The Social Web for Small Business Sending an email is a social activity The Social Web for Small Business Commenting on a blog is a social activity The Social Web for Small Business Interacting with a website is a social activity The Social Web for Small Business and everyone has access to the toolshed! The Social Web for Small Business The audience is now the media The Social Web for Small Business But so are you! The Social Web for Small Business The web is a two way conversation! The Social Web for Small Business Lets look at just one tool The Social Web for Small Business What is Twitter?

A microblogging platform

Allows people to create posts (tweets) of 140 characters or less

Users can follow others that interest them

The Social Web for Small Business Originally designed as a broadcast medium The Social Web for Small Business Evolved into an engagement medium The Social Web for Small Business The users transformed Twitter The Social Web for Small Business Word of mouth marketing The Social Web for Small Business WOM most powerful marketing around! The Social Web for Small Business Will someone recommend your product? The Social Web for Small Business Will someone recommend your shop? The Social Web for Small Business Wow! Now this is word of mouth! The Social Web for Small Business But then, so is this!The Social Web for Small Business Should we care what they say?

Trib is followed by 4000+ people. Id care!

The Social Web for Small Business How should we use the social web? HOW The Social Web for Small Business By providing elegant organisation

You dont start communities. They already exist. Theyre already doing what they want to do. The question you should ask is how you can help them do that better. Bring them elegant organisation.

Mark Zuckerberg Creator of Facebook Quoted by Jeff Jarvis What Would Google Do? The Social Web for Small Business Identify the customer goal, need or problem The Social Web for Small Business Understand the route they prefer to take (behaviour) http://www.flickr.com/photos/tyskis/ / CC BY-NC-ND 2.0 The Social Web for Small Business Use the right tools to make it easier for them! http://www.flickr.com/photos/jkransen/ / CC BY-SA 2.0 The Social Web for Small Business See how many customers choose your route! http://www.flickr.com/photos/grahamking/ / CC BY-NC-SA 2.0 The Social Web for Small Business Direct sales via links & promotions The Social Web for Business Brand awareness / customer engagement The Social Web for Business Feedback & complaints management The Social Web for Business Customer service & support The Social Web for Small Business But wheres the ROI? PROVE IT! The Social Web for Small Business Engagement to revenue is there a trend? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter

The top 100 global brands & the social web

The Social Web for Small Business Show me the money! Wallflowers(low or no - engagement in 6 or less channels) Selectives(high engagement in 6 or fewer channels) Butterflies(low engagement in 7 or more channels Mavens(high engagement in 7 or more channels) *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter The Social Web for Small Business What about a small business case study? The Social Web for Business A fun, friendly website The Social Web for Business with a regularly updated and funny blog The Social Web for Small Business a popular newsletter The Social Web for Small Business quirky videos The Social Web for Small Business great use of Twitter, with a business account The Social Web for Small Business and a personal account! The Social Web for Small Business A casual, irreverent style The Social Web for Small Business mixed with a sense of community The Social Web for Business The brand has PERSONALITY!

My tone seems to be novel in the retail world because it pulls no punches, but it's just me. It's not elitist and the humour is adult. It's free entertainment.

*Janet E leach ArteryStore.com All are connected. Many tools, one voice The Social Web for Business Sales & enquiries rise approx 200% after each email The Social Web for Small Business One email saw sales of Nooka watches rise 500%! The Social Web for Small Business Twitter provides 10% of all traffic

Nearly 2000 unique visitors per month

The Social Web for Small Business and fantastic word of mouth! The Social Web for Small Business Other blogs have picked up on the site Each blog mention boosts traffic

Hundreds of unique visitors per month

Positive word of mouth

Hasnt sent a press release in 9 months! The Social Web for Small Business The strategy dictates the tools

I want to be the design store at street level, creating a community and being created by its community.

*Janet E leach ArteryStore.com The Social Web for Small Business Nearly there CONCLUSION The Social Web for Small Business I grew up near a corner shop (not this one) The Social Web for Small Business They knew me, my family, our story The Social Web for Small Business and we knew them The Social Web for Small Business Its gone now. But 30 years on I still remember them The Social Web for Small Business Corner shops gave way to supermarkets The Social Web for Small Business We scaled up production http://www.flickr.com/photos/inju/ / CC BY-NC-SA 2.0 The Social Web for Small Business We scaled up marketing The Social Web for Small Business We scaled up sales http://www.flickr.com/photos/mr_beaver/ / CC BY-NC-SA 2.0 The Social Web for Small Business We couldnt scale up relationships Do you want fries with that? The Social Web for Small Business The social web scales up relationships! The Social Web for Business What does this mean? The Social Web for Business Listen and respond dont just broadcast Vieweverythingfrom the customers position http:// www.flickr.com/photos/quaelin //CC BY-NC-ND 2.0 The Social Web for Business Treat everyone as individuals, not a mass market The Social Web for Small Business Be an ANT!

Care aboutAnthropology ,Not Technology !

The Social Web for Small Business Thankyou The Social Web for Small Business Email marketing Search engine marketing Video Hosting Domains