The socialisation of the internet – Social Media World Forum

Social Media World ForumMy colleague Fran Taylor has kindly allowed me to publish her notes from the Social Media World Forum in March. There are some excellent tips below.

Socialisation of the internet

–    Social media encourages mob or herd like mentality, which can be really negative. The panel gave examples of this in Japan where users of social networks are often anonymous.

–    You need to think about your business objectives first when using social media.

–    If you have a strong product and brand, people will be receptive to you online.

–    More controversially, traditional branding is ‘plastic’, i.e. it’s based on an ideal not a reality. Organisations have to accept that they won’t be perfect and that they’re made up of real people.

–    It’s important to accept that you can make mistakes if you want to be innovative.  Organisations need to remember the importance of ‘playing’.

–    If someone ‘likes’ you on Facebook it doesn’t mean that you’ve made it.  Someone needs to buy your product and give it a good review – this is the end goal, not a social media output.

–    Marketers can be too optimistic when reporting on success e.g. “I have x thousand followers’.  Again, success is in reaching your business goals, not just having fans on social media sites.

–    Quote of the session: “Being dull is a recipe for disaster.” From Joanne Jacobs, social media consultant.

–    Sites like Trip advisor are going to increasingly come into trouble with litigation, which may affect the credibility of review sites in the future.

–    Worryingly the representative from Facebook had no idea if the site was accessible for people with a disability. The panel agreed it needed to be higher on the agenda.

–    You don’t have to be innovative i.e. first to market.  It’s fine to be an ‘adapter’ i.e. to build and improve on what others do first.

–    We can’t move completely to crowd sourcing and social decision making in the future.  You still need leaders and experts.

Measuring reputation and monitoring social media activity


Klout Logo–    The two main tools at the moment are Klout and Peer index.

–    Reputation measurement is still flawed through social media – you need to take these figures with a pinch of salt as they don’t reflect the full picture, although they can be useful.

–    Sites like Stack Overflow are being used for reputation scores in employing people in the tech industry.

–    It’s important to know who are the major tweeters and bloggers in your industry and engage with them.

Measuring activity

–    There are lots of agencies and products that could help us measure our social media activity.  Brandwatch, Synthesio UK to name a few.

–    It’s important to remember that monitoring agencies can’t access private content e.g. a lot of LinkedIn and Facebook.

–    Good quote: “In real life all good relationships start by listening.”  You need to know what you are listening to online and what types of conversations you want to monitor.

–    It’s important to collect qualitative as well as quantitative information.

–    Sampling can be effective.

–    Sentiment analysis is when you look at whether content is positive, neutral or negative.

–    If you have more sophisticated systems, they can link in to your CRM data.

–    Google alerts are misleading – they only pick up around 5% of content.

–    Free tools are ok but very limited.  You have to weigh up time spent vs. value.

–    Measurement is about outcomes and changes in behaviour.  People are not ‘avatars’ or ‘clicks’.

Where social media fits in an organisation and PR

–    It’s important to be clear who is accountable for activity, but no one can own social media.

–    Be clear about how you measure your activity and what your business goal is.

–    You can’t control, only follow and contribute.

–    You need to set guidelines for staff, coach and train them.  Focus on empowering them, again, rather than controlling.

–    Sometimes the line between PR and customer service can get blurred through social media.

–    It’s not about being ‘liked’ it’s about adding value.

Fran Taylor!/BL_Creative

The Marketing Master Class – Social Media for Business

Kimberly_DavisOnce again I was fortunate enough to be able to attend the second of Kimberly Davis‘ Marketing Masters Series, this time the hot topic of Social Media for Business. See Apprentice Kim and her Marketing Masters Series for my notes from the first.

Kimberly promised us eleven ways to turn free resources into powerful marketing and sales tools, and she certainly delivered, with additional excellent contributions from Warren Cass and Stefan Thomas.

Here are my notes from the day:

Definition of Social Media – A conversation between you and your customers (or potential customers).

Why you should use it:

  • ­    Powerful
  • ­    International
  • ­    Instant
  • ­    Connects people
  • ­    No barriers
  • ­    Viral
  • ­    Easy (you don’t need to be tech savvy)
  • ­    Is the future of marketing



  • ­    Half of UK population is now on Facebook
  • ­    Average user has 130 friends


  • ­    “The SMS of the Internet”
  • ­    58% of tweeps have +$60k income

Linked In

  • ­    Six degrees of Kevin Bacon
  • ­    Job searching


  • ­    Owned by Google
  • ­    Increases your SEO

Research – Use Social Media to find out what are people saying about you and your competitors?
Surveys – Test – Feedback

  • ­
  • ­
  • ­
  • ­
  • ­


  • Build a database
  • Building your Brand
  • Trust is essential
  • The power of blogging
  • Customer Service
  • Events and promotions
  • Networking
  • Referrals
  • Recruitment and Refresh
  • Sales
  • Create a Social Media Strategy
  • Do you need a Social Media manager?


  • ­
  • ­
  • ­

Words of caution

  • ­    Facebook owns your photos – and changes the privacy rules regularly
  • ­    15 minutes in the morning and 15 minutes at night
  • ­    Friends don’t equal love
  • ­    Beware of bots

The Marketing Master Class

Social Media for Business

Kimberly Davies

Story of Sarsaparilla

Flash, fluff and fakers

11 ways to turn free resources into powerful marketing and sales tools

Definition – A conversation




Connects people

No barriers


Easy (you don’t need to be tech savvy)

Is the future of marketing

Pre social media customer experience sharing

Good = 3 people, Bad experience = 9 people

Social media connects you to the world.

22% of online time in the US is on social networking

40 million tweets per day

20% of Twitter updates mention a business or brand

The Big Four – YouTube, Twitter, Facebook, Linked In

Twitter – 190 users – more tech savvy and higher incomes

Facebook – 600 million – casual not business – B2C

Linked In – 90 million – more service based businesses.


half of UK population is now on Facebook

average user has 130 friends

90 items of content per month on average

Gets more visits than Google, people asking friends they trust for recommendations

25 fans enables you to get your own facebook domain address

Friends activities are recorded on stats page

Only .04% of adverts work on Facebook – compared to 8% on Google

Wall post conversions work better

Point your adverts to your Facebook page, not out of Facebook

Set your keyword campaign to run for two days, then go back an use same words at a lower price


“the SMS of the Internet”

58% of tweeps have +$60k income

Mentions of you are visible

Needs a better tech understanding

Enables a direct link to people

Search topics and see what people are saying

You can brand your Twitter page

Tools –, twitpic

Hash tags – follow events and trending topics

Linked In

Six degrees of Kevin Bacon

job searching



Great SEO – at least put in your basic profile details

Get recommendations for your business – much better than promoting yourself


owned by Google

increases your SEO

for people who like to learn by watching than reading

can use Flip or iPhone – cheap and easy


Use Social Media to find out what are people saying about you and your competitors?





Build a database

lists, groups

get people to register their data

offer something for free in order to get people to sign up

don’t do it the wrong way – quality is more important than quanitity

Building your Brand

establish yourself as an expert – answer questions

have an opinion


write articles and promote

What can you write about?

What are you an expert on?

Trust is essential

– Your customers need to trust that you genuinely have their interest at heart.

Warren Cass

Why you should Network Online

Examples of Will it Blend and United Breaks Guitars on YouTube

Useful tools

The power of blogging

host guest bloggers who have lots of traffic

comment on popular blogs

Customer Service

Monitor and respond to service issues

Give support

Answer questions

Respond to people’s comments, good and bad

People want to talk to people, not companies


CRM (Customer Relationship Management)


Events and promotions




direct people to your website, blog, etc

fundraising via sites like

increase awareness of who you are and what you do

ReTweet and Follow to enter


Keep up to date with what everyone is doing

Who moved

Build relationships

The world is listening

Reach a wider audience


Introduce people to each other

Pay it forward

Recommendations – use in your marketing materials

Like Amazon Book reviews

Recruitment and Refresh


Create a buzz

Viral Marketing

What you say can go further than you think


Promoting a sale. Launching a product

Build rapport

Today’s fans are tomorrow’s buyers

Create a demand, teasers, new products etc

Offer discounts

Create a Social Media Strategy

What are you going to use social media for?

Think long term


Write 5 things you’d tweet today

Do you need a Social Media manager?



Virtual Assistants

Outsourced Professionals

Dual identities – business and personal


Words of caution

Facebook owns your photos – and changes the privacy rules regularly

15 minutes in the morning and 15 minutes at night

Friends don’t equal love

Beware of bots

Stefan Thomas –

Story of being an estate agent, made redundant

Pathological fear of public speaking

Top tips for real and social networking success

Don’t sell to your audience

Passion and confidence

Be aware of what you want to say – don’t make it up on the fly – you wouldn’t do that for a brochure or advert

When you get to a one to one – still don’t sell – treat it like a first date

People don’t go into online forums to be sold to – so don’t do it – build up a relationship first

Don’t use social media for selling

Social networking complements person to person networking, it complements it and keeps them warm.

Insider Trends – The Future of Online Marketing

logo_insider_trendsOnce again Insider Trends founder and all round marketing guru Cate Trotter raced through an enormous number of ideas and examples.

Tonight’s topic was the Future of Online Marketing, and she started with a shocking prediction. If Google was dominant internet power in the 2000’s, then in the 2010’s it will be Facebook. In fact Facebook already drives more traffic to some websites that Google.

An interesting example from a recent net@night with Amber and Leo is the launch of Internet legend Guy Kawasaki’s tenth book called Enchantment. Rather than building a website to promote the book, he simply created a Facebook fan page.

Here are my notes from the excellent workshop:

Online Marketing in Context

It is big and growing fast:

– UK online retail growth is predicted to grow by 20% a year.

– 30 million UK residents already access the internet every day.

– UK Broadband has grown from 40% in 2006 to 71% in 2010.

– People are prepared to spend more money online than in the past.

– Increase in use is right across the age spectrum, with 65+ the fastest growing demographic on both the internet and Facebook.

– By the end of 2011 the majority of phones in UK will be smartphones.

o        But the number of smartphone online sales are still only a tiny proportion of online retail.

Selling Online

The evolution of online retailing. The initial advantages over bricks and mortar were price and convenience.

More recently we have seen the development of rich media and additional functionality. e.g. Spotify, with online music and social media links.

The future of e-commerce will be experiential – informative – personalised – social – convenient and reliable.

Experiential – a richer, more immersive, more interactive retail experience.

– e.g. – a grocery services which allows you to layout your own allotment, which they plant for you, with a webcam to show how your veg is growing. – in 2010 they hosted 8,000 shoe videos on their website, and found that between 6% and 30% of viewers went on to buy a pair of shoes. So, for 2011 they plan to host 50,000 videos.

– Augmented reality

o        An IKEA app for the iPhone which places virtual furniture in you rooms.

More informative retail experiences with extra layers of information and advice.

– Amazon customer comments and recommendations system helps enhance customers buying decisions. have added similar approach and increased by sales  by10%

– When you are buying apples on the Tesco website, you will be asked if you want to see recipe suggestions using apples.

More personalised shopping – allows you to customise almost every aspect of your shirt. – recently bought by Google – allows you to create a personalised shopping experience.

– Tesco have released an API to open up their enormous database to developers. An example would be a recipe website which would enable you to buy all the necessary ingredients from with one click.

Social shopping

– iTunes recently went social, using Ping, enabling you to see what your friends are listening too and buy the same easily.

– Facebook Commerce (could it be the next big thing?)  – shops within Facebook which turn shopping into a social experience – evidence shows visitors are 2.5 times more likely to buy than on standard websites.

Confidence online has increased

– From marketing – to initial enquiry – to purchase – to delivery – and repair/upgrade.

– Facebook stores provide ease of access – reduced barrier to access – same familiar Facebook interface.

o        e.g. – a mini shop still inside your Facebook newsfeed. – a virtual reality changing room to preview online clothes.

– Dec 2010 Christmas online shopping experience – 45% had problems – 32% abandoned shop – 50% said they were unlikely to return.

o        One solution is 24 hour 365 days phone customer support. e.g.

o – will monitor tweets or online comments about you within the hour – currently free (positive or negative)

– Simplify payments to improve the experience

o        Amazon – one click shopping – a patented (in the US) idea.

o        PayPal can sit on any website.

o        Facebook credits – still quite new – But you can already buy them in Tesco supermarkets.


– Home delivery concerns deter 44% of online shoppers.

– Perhaps not surprising as 1 in 10 deliveries fail.

o – using local conveniences stores for collection or drop-off – already adopted by Littlewoods etc


Get the basics right first –Search Engine Optimisation is the number one thing to boost your online retailing.

The evolution of marketing

– Billboards, newspapers, TV etc.

-10 years since Internet marketing began in earnest.

– Now users have the same power and reach as companies.

– We are listening to each other, not companies – peer recommendations have value – advertising has the least impact.

o        e.g. Shoes of Prey – One teenage fan’s vlog increased their traffic by five times.


o        Facebook Facepile application – lets you see which of your friends have visited a website

o – shows what you have been buying on your credit card

How do you make your brand the thing people want to talk about and share with their friends?

Two approaches – organic and nudge:


– You need to create something special to catch people’s attention.

– Quality products and service will generate positive marketing – blogs – Facebook etc.

o – tell it the bands you like – it will send you when they are playing

– Think about putting an amazing deal on your website – people will comment on it.

o – rooms for £1, once a year

Nudge promotion – works on a sliding scale from blatant to elegant – a blatant form of nudging – 17 million members since 2009 – all around selling – you get points for activities – many for getting a friend to do them – if you get 20 friends, your points double. – less blatant – rewards for tweets and Facebook mentions – benefits for sharer and share. – service enhanced in reward for sharing with friends. – lets customers promote themselves.


– Facebook Connect Comment – natural sharing. – the value only comes when others use it – so at the elegant end of the spectrum.

Overall conclusion

The web is becoming more sophisticated, and more satisfying (much more product information) and more social.

Retailers will need to think how they are going to move from a marketing budget to satisfaction budget.

“If I had to guess, social commerce is the next area to really blow up”, Mark Zuckerberg (Facebook founder)