Incorporating social media into your business’ communications strategy
Posted by Paul Hadley in Social Media & Marketing on May 29th, 2010
It is crucial for commercial organisations to use online communication channels to help them engage with both customers and fellow businesses.
Businesses are increasingly using social media platforms to build more personal relationships with customers. But while well-implemented digital media communications can be the cornerstone of a building a brand or reputation, a weak online strategy can be equally damaging and deliver a poor return on investment.
Companies need to follow a strategic path using social media to grow their online presence, improve communication with staff and increase customer loyalty. Because social media challenges the old-school practice of ‘push’ media and uses engagement instead, this can come as a culture shock. It also requires an understanding of alternative technologies and online platforms as well as a fresh attitude to acquiring new business that can conflict with traditional communications techniques.
The growth of social media affects how news is delivered: on demand, placing the consumer in control and enabling them to filter content. Some 43% of news on Twitter covers developments in technology, compared with just 1% in the traditional print media*. For businesses operating in a niche such as this, the benefits of social media engagement and online marketing to consumers are clear.
Social media can also be a valuable business-to-business (B2B) communication channel. Twitter is a particularly good example, with ‘follow me’ opportunities replacing ‘friend me’, enabling people who are not friends to do business online. Twitter’s 140 character limit also encourages succinct communications. Meaningful short business conversations add a human touch to the corporate world, creating encouraging online conversations with colleagues, clients, customers and potential contacts.
Facebook on the other hand is predominantly a platform for brands to communicate with their consumers – in July 2009 a study of Fortune 100 companies found that more had a presence on Twitter (54%) than on Facebook (29%). Surprisingly, the study also found that only 32% had a corporate blog, which can be a fast and inexpensive way to promote controlled, on-brand messages and news online**.
The study also found that these companies were using social media platforms for several purposes: company news, customer service, marketing promotions and employee recruitment – the majority of which were successfully completed on LinkedIn. This is most likely to be because they are low cost and highly targeted, providing provided a platform for even the smallest company to excel.
Bullring Birmingham (@Bullring), which is based in the West Midlands, successfully integrated social media and traditional communications during its Christmas campaign in 2009. A model of the shopping centre was created from LEGO, and shoppers were offered the change to engage by recreating themselves as LEGO figures and placing themselves within the model. The initiative really fired consumer’s imaginations; not only did the project provide a story for the traditional media but consumers and local bloggers created LEGO figures online and used them as profile pictures on social networking sites such as Twitter, Facebook and Flickr.
So what is next? The BBC has announced changes to its iPlayer, which will integrate social media platforms into the TV viewing experience. Geographical tagging and the open use of publicly available data will drive online users to business directories such as http://awmist.org (set up by the Advantage West Midlands’ ICT Cluster), and this practice will actively reward engagement by offering visitors a richer experience through content such as integrated promotional videos, photographs and press releases.
The world of social media is changing fast. Facebook is causing a storm with its privacy policies at the moment, and many platform providers are seeing a huge increase in mobile handset publishing. Expect social media to become more mobile, so learn how to really use your Blackberry or iPhone now. That way, your knowledge and successful use of digital communications will grow with the technology catering for it, ensuring you can take part in online conversations that customers may already be having about your business or brand.
Top tips:
- Listen to what people have to say
- Use the platforms your target audience is already having conversations on
- Join the existing audience for your brand
- When you are listening to people, show engagement and understanding for their needs
- Build conversations in public
- Share information and news about your business
- Provide guidance, training and examples of best practice for communications staff to ensure that the voice of your company reflects your corporate values and ethos
- Don’t resort to ‘push’ tactics and spam – your customers should ask to be pulled instead
* Source: Pew Research Centre (http://pewresearch.org/pubs/1602/new-media-review-differences-from-traditional-press)
** Source: Burson-Marsteller (PDF) (http://bit.ly/d9b81i)
Authority 2.0 Conference acclaimed as an “Outstanding Success”.
Posted by Paul Hadley in General & News, Social Media for Social Good on April 30th, 2010
Image: Jon Hickman. http://www.flickr.com/photos/jonhickman/sets/72157623837016447/
MA Social Media students from Birmingham City University Media Suite delivered an extremely high quality event on 28th April, based around how officers from West Midlands Police do, and can communicate and engage via social networks with citizens in the digital age.
With presentations and debates hosted by students, the event also highlighted how social networks and digital communications from Western and Eastern cultures are used to both good and bad effect, giving the students a prime opportunity to showcase their research, experience and professional practice to a broad audience, including senior police officers, photographers, council representatives, local government officials and members of the public.
The event itself saw audiences engage with presentations from students Paul Hadley and Jennifer Yang, with Jigar Patel chairing the “Terrorist or Photographer” panel debate, the main feature. With the assistance of BCU technical team and Aquila TV, a live video link to student Leland Strott in Baltimore was executed faultlessly, enabling the audience to ask questions and receive answers immediately following Strott’s pre-recorded video presentation.
Using digital multimedia technology to increase audience participation, the 46 invited guests attending were joined by 386 visitors via a live video stream and immediate commentary, where Twitter and ‘live blog’ information was spreading the messages from the conference across the globe.
The visitor statistics collected by students show that the online audience reached digital participants not only in the West Midlands and UK, but also in Japan, Australia, USA, all parts of Europe, Asia and pockets of the Middle East.
Featured guest presentations were also delivered by Nick Booth, a local social media specialist and founder of Podnosh Ltd; Will Perrin, former Cabinet Office advisor and leader of Talk About Local; and Jon Hale, regional director of Gov Delivery, digital communications specialists for local governments.
The “Terrorist or Photographer” debate featured open questions and discussions from the audience and internet social networking sites, with representatives from West Midlands Police and the photography and media industries. Panel guests for the debate were Chief Inspector Mark Payne, Detective Chief Inspector Ian Grundy (Terrorist Intelligence Unit), Karen Strunks (professional photographer) and Christian Payne (social technologist and mobile media creator).
Some of the comments after the event from the physical and digital audience include “awesome”, “fantastic content and intelligent debate”, “totally engaging” and “fascinating’.
MA Social Media course leader Dave Harte and lecturer Jon Hickman described the event as “a really excellent event” and “superb”.
More information, video recordings, presentations and photographs are all available at http://eventwith.me/authority2
The principles behind Programme Paragon
Posted by Paul Hadley in Social Media for Social Good on April 24th, 2010
A short while ago, the MA Social Media team were introduced to the new study project we would be running for our Social Media as Practice module. Working with West Midlands Police during their restructuring ‘Programme Paragon’; we have been researching the current issues that may potentially impact on the future communications strategy and use of alternative media practices by officers and the citizens of Handsworth, Lozells, Oscott and Perry Barr (Birmingham).
Following a couple of initial meetings and discussion sessions, the team have now split in many directions, drawing comparisons from all parts of the globe, with the aim of feeding these back into a proposal, which will be presented after May 7th.
In preparation for this, we will be hosting an event at the university on Wednesday April 28th. More information about the event can be found at http://eventwith.me/authority2 .
Perhaps drawing reference to Franklin D. Roosevelt when he said “Rules are not necessarily sacred, principles are” as he announced the implementation of Social Security and a route out of the depression for the USA in 1945, programme Paragon has been described as a “major overhaul” (Payne, 2010) of the West Midlands Police operating system.
From within the West Midlands Police media team, the phrase “a cumbersome and complex beast” has been used by DCI Markham when highlighting the recent operational changes and referring to past rules. Hopeful of allowing local policing units to “concentrate on delivering LOCAL policing like never before” perhaps the integration of alternative media into the mainstream practice, including social media communications, will increase the uptake of engagement with the citizens of our geographical study area.
Certainly, from the outcomes of our neighbourhood community group meetings research, the average senior age, understanding of internet technology, skills and knowledge base, financial affordability, connectivity and expressed need to use such opportunities by citizens will be significant barriers that need removing or traversing before any level of success can be achieved, if indeed this is one chosen route.
Historically familiar with more traditional routes of communication and engagement, it is suspected that not only will Programme Paragon present challenges for the police and citizens, the most demanding element could perhaps prove to be the cultural changes and affects that such digital opportunities present for both interested parties. There will be positive and negative outcomes over time following the implementation of new communication strategies, and it is this key word that will perhaps have one major affect.
One of life’s most precious commodities, careful consideration for sensible and structured use of time will, without doubt, be required to suggest, propose, plan, negotiate, build partnerships, train, implement, develop, evaluate and change the communication culture of this study group.
Today, West Midlands Police released this video, aimed at engaging with young children across the region; an open invitation from officers to “let us have your views” (Markham, 2010 via Twitter). By actively seeking to initially reach those of a younger age, perhaps the methodology behind the initial strategy deployment is one of engagement with those more familiar with social networking and alternative media platforms, with a cascading upwards by age, rather than downwards by seniority approach being used by officers. There is logic to this approach; one of family learning influenced by examples of the younger generation. However, without yet having the opportunity to view the alternative and social media policy (yet), my suspicion so far is that this video release is purely coincidental to evidence of a planned strategic, long-term approach.
Paul Hadley.
South by Southwest (SXSW) 2010 – Quick Update!
Posted by Jigar Patel in General & News on March 18th, 2010
Currently I am in Austin, TX for South by Southwest (SXSW) which, is considered to be one of the biggest Interactive, Film and Music festival/conference in the World. Thanks to Dave Harte, Jon Hickman and John Kirk for giving me this opportunity, as well as Birmingham City University. As my first time at SXSW, it has been fun, exciting, informative, and exhausting. What makes SXSW one of the most exciting conferences is not the panels, speakers, and trade shows (although they are very informative and useful) but its the people aspect of the conference which, is what is the most valuable. Believe it or not its the moments before the panels as well as after the panels, along with the parties and sitting around waiting for your iPhone to charge at the lounge is what makes it an unique experience. I have met many people here and built a stronger relationship with the ones that I had already met in Birmingham.
In the past week I have attended more than 30 panels which has resulted in information overload. However, there were some key panels that have inspired me to start new projects as I go back home to Pennsylvania and then back to Birmingham. One thing that I have learned and observed is that the panel speakers aren’t necessarily the experts, its the people in the audience, who are asking the questions and challenging the assumptions of the panel that know more than the panel speakers. For everyone that is interested in seeing the tweets from all of the panels at SXSW have a look at SessionTweets. Also have a look at PepsiCo’s Zeitgeist project, which will show you trends, locations of tweets, photos and almost everything you need to know.
The Interactive part of SXSW was extremely overwhelming, especially because it was my first time. However, I think if I decide to come back again next year (which the chances are very high) I have learned some things that will make it so much better. Now that the Interactive one is over, the Music one started yesterday. The Music part kicked off and the culture of the conference has completely changed. Not so much of the free drinks, cocktails, foods, and parties, but more of the people. You can tell that the nerds and geeks are gone!
I am still in the information overload state, which is completely fine, but I will reflect more on the whole SXSW experience, once I get some time to sit down and think about it.
Putting the my in myTown
Posted by Jigar Patel in General & News on January 18th, 2010
When I left Birmingham to go home to the United States for christmas holidays, I couldn’t have predicted that I would end up creating a little buzz in local politics. As part of the Enterprise module, I created a project called myTown. While working on the module, I decided to take this idea a little further and implement it in my own hometown of Jonestown, Pennsylvania.
At home, I got myself a meeting with the Mayor of Jonestown. Turns out it was the Mayor’s last week in office, but that didn’t keep him from getting me in touch with the Borough Council’s Vice-President (now the President), who manages Jonestown’s website. While having a chat with him, he asked me to come present it to the Borough Council. At first, I was extremely excited to present it until I realized it was the first meeting of the year for the Borough so there will be quite a crowd there.
I opened my presentation with the following, “MyTown is a social enterprise which aims to build a stronger community by education and empowering the citizens digitally to ensure sustainable civic engagement.” Looking around I saw some confused yet excited faces, which to me meant that they were eager to find out more about it. The presentation ended up being good enough for the Borough to unanimously adopt it with a budget of $200.
Since, it was the first meeting of the year, the local newspaper was present there along with the County Commissioners of Lebanon County. One of the Commissioners, Jo Ellen Litz, who already films the weekly commissioners meeting and uploads them to YouTube, got in touch with me and asked me to come present the same presentation to the rest of the commissioners. I immediately said yes, without considering the fact that they had already declined to do this when Commissioner Litz asked them almost a year ago. Commissioner Litz thought that since Jonestown’s Borough unanimously agreed to adopt the project, why not see if it can be adopted for the entire county.
As I was preparing for the presentation, I spent nearly three hours looking for data relating to Lebanon County. Let me tell you there is very little public data available. Lebanon County website does no justice at all either. Taking account of this, I decided to spend majority of my time talking about the need for transparency in local government. The county commissioners meeting occurs every Thursday at 9:30AM. I was given 20 minutes to talk about the project and majority of my talk I focused on why the county should adopt it. I also mentioned the fact that many people couldn’t attend this meeting because it was during business hours and most of the people are working full-time jobs. They listened and moved to a vote, no one second therefore it was not approved.
Their decision to not approve gave me my 15 minutes of local fame and put the two commissioners in a situation that could have easily been avoided with a simple yes. Turns out the story about them declining the offer to have their meetings webcast, turned up on the front page of the local daily newspaper. People who follow local politics were outraged from this and posted their comments on Lebanon Daily News’s website. The day the story was in the paper, I was also invited to talk about it on the local radio station WLBR 1270 AM.
Even though my offer was declined, I have decided to continue on convincing them to adopt it later in the summer. There is a bit of irony to this, which is, during the presentation, one of the things that I talked about was how streaming the meeting would mean the commissioners would be talking and taking actions directly in front of their constituents. Their constituents would know exactly what they would be saying, not something they would hear from the local newspaper or radio station. Turns out the commissioners want to wait and see the results of live streaming the meeting in the Borough of Jonestown, before they decide on taking the project up in the county. However, that wasn’t conveyed in the newspaper correctly. Only if they would have listened to me! 
MA Social Media on ‘Yourope’
Posted by Dave Harte in Social Media in Birmingham on January 15th, 2010
Before Christmas we had a visit from a German TV crew who wished to produce an item about the MA Social Media course. Ever obliging, we said yes. Little did we know they’d take up a whole day of our time and ask us to throw balls of wool at each other. It was fun though.
Here’s the finished result, a section in a programme called ‘Yourope’ on Arte TV. The programme is in German but as I understand it, is also played across Europe. To be perverse I’ve ripped the French version (offers to translate gratefully received). It covers the course and the Birmingham social media scene:
We Live in Public – in Birmingham
Posted by Dave Harte in General & News on December 19th, 2009
Here’s a short story of how our enterprising MA Social Media students JFDI (‘Just F**cking Did It’).
It’s been a beef of mine for a while that sometimes Birmingham misses out on getting good indie or foreign films into its cinemas until well after they’ve been released across the UK. Whatever the reasons it was clear that it was going to happen again when the award-winning documentary ‘We Live in Public‘, about the internet entrepreneur Josh Harris, was released in the UK in November. In fact the schedule of upcoming screenings didn’t include Birmingham at all, whilst Northampton and Norwich, amongst others, were all lined up to get a viewing.
As part of the MA Media suite (PDF link) of courses that the MA Social Media forms a part of, the students have the chance to organise some activities under the banner of ‘Personal Development Planning’. In fact there’s even a bit of cash to spend on the activities. So in mentioning to my students that an exciting, important film about the late 90s dotcom boom was bypassing the city, quick as a flash they reacted. As I went off grumbling about the situation Paul Hadley quietly got on with the job of organising a one-off, special screening of the film. Within 24 hours the cinema was booked and the film hired from the distributor.
The eventbrite page went up and on December 9th a cinema full of people took their seats to learn how downright weird things were the last time we all got excited about the potential of the internet. The film focused more on the personal life of Harris which was inevitable since he put his personal life on display when he and his partner chose to wire up their house to the internet.
The film told an intriguing story although I could have done without knowing how Harris enjoyed dressing as a clown and probably a bit less of the ‘it’s all his Mom’s fault’ rhetoric. I haven’t seen ‘Startup.com‘ for many a year which covers similar ground but with a less frenzied stylistic approach.
Many thanks to the (so wonderful we should list it) Electric Cinema in Birmingham, Dogwoof, the film’s distributor and Paul Hadley for pulling this together and for introducing the film with a glass of Absinthe in his hand.
Christian Payne also attended the screening and recorded an audioboo. He also seemed fond of the Absinthe.
A View of Birmingham from Baltimore, Part 2
Posted by Leland Strott in Social Media in Birmingham on November 11th, 2009
Back at the end of August, I blogged about how I observed the Birmingham social media scene before I arrived. I’m back in Baltimore already, but the month I spent in Birmingham opened my eyes to the kind of community that can really be generated and sustained through social media.
One of my first observations about Birmingham was that the academic and business communities seemed incredibly interactive. What I found was that this whole digital community was even larger than I thought, and the people who are part of it are extremely passionate about it, and keen to spread their enthusiasm. There is a quite large grassroots movement for a Digital Birmingham that is made up of academics, businesses, and regular Birmingham citizens alike.
The biggest difference I noticed between Birmingham and anywhere in the US was that Birmingham’s social media scene was constantly hosting events for digital inclusion, to discuss ideas about Digital Birmingham, or to otherwise garner attention for and praise digital efforts around the city. These events took the form of surgeries, blogger meet-ups, social media cafes, and even as large as Hello Digital, and Developing Birmingham’s Digital Districts. Here in America, I’ve never seen such consistent efforts to engage the community in the digital fever. We seem to only have big, expensive, infrequent events like SXSW, #140Conf, and Blog World Expo. Try getting to any of those for less than $300 – it’s likely to be more like $1000 that you shell out to attend and participate. What Birmingham does, I would argue is better, because it is focused locally, with goals reaching globally.
I may be naïve to speak so highly of the Birmingham social media scene – perhaps I didn’t spend enough time there to see the flaws, or I’m glossing everything over due to a tendency to be overly optimistic. But even if this were the case, I truly see a lot of potential for it to become a digital center. There is certainly a group of people very intent on making it happen, at least, and that kind of determination can go a long way. I can’t wait to watch the city and its digital industries evolve.
Concrete afterthoughts from the Creativity Gap discussion
Posted by stephencroome in Social Media & Marketing, Social Media in Birmingham on November 4th, 2009
Before I joined the Social Media course at BCU, I worked for a Digital Company as a SEO in London.
Two thoughts I had after todays talk about how Birmingham could stop talking and start doing:
1. Has anyone from BCC been to London to ask CEOs of Digi Companies what it would take to get them to move their businesses to Birmingham?
2. Is it time for a Digital Birmingham conference in London? The feedback would be enlightening
I believe Q1 would allow Brum to get narrow down the actual USP it could use as a hook to attract business and Q2 would allow Brum to start to Market itself to the rest of the UK
Econsultancy has organised days where you can go and sell yourself to Londons digital glitterati – these would provide exceptional reach at low cost
A 3rd, less related idea was that if Birmingham wants to develop Digital Business, it should dump the term Creative.
Reading Club: The Creativity Gap
Posted by Paul Hadley in General & News on October 28th, 2009
Reading: The Creativity Gap. Auth: James Heartfield
http://www.heartfield.org/Creativity_Gap.pdf
In preparation for The Big Debate, and as part of the Social Media as Culture module, this week the BCU MA Social Media students will be reading this piece, and hosting a public discussion on Wednesday 4th November, from 9-11am.
The venue will be:
30 Church Street
Birmingham
B3 2NP
The discussion is open forum with public invitation.
Please do come and join us.
UPDATES:
Here is an audio recording of Charles Leadbeater’s speech, taken at The Big Debate, some of which is perhaps relevant to our discussion-
Here is the audio recording of our reading club, part 1-
…and here is the audio from part 2-
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