Back to the blog
How far does social media’s influence stretch?
At Teesside University’s Darlington campus we were treated to a great spread including king prawns with sweet chilli sauce, cheese burger crostinis and smoked salmon bagels along with the main course, Social Media guru Christer Holloman (@holloman).
Once Christer was introduced along with his accolades, we knew we were in for a treat! He had written for Sky, Guardian and GQ to name but a few, not to mention setting up multiple businesses including a Rent-A-Santa company! Christer was also named ‘One of London’s most influential individuals within new media’ by The Evening Standard
He started with a bold quote from Picasso – ‘Bad artists copy. Good artists steal’. You shouldn’t be afraid to use something that has worked for someone else.
He then went on to give us examples of how social media is quickly setting about changing our world…
Key Digital Trends – Thanks to social media, change is afoot!
- Artificial Intelligence – Amazon has introduced a UK trial of ‘Air Prime’ to Cambridge delivering (by drone) items which it predicts you will need in the not too distant future! Think toothbrush heads for an electric toothbrush.
- Wearables – They are in their infancy although already getting fairly technologically advanced, taking readings from our bodies and providing feedback on our lifestyles, then giving us recommendations of how we could improve… 1984?!
Digital Lifecycle – How is social media influencing the way we live our lives?
- Tinder – who wants to spend their hard earned cash on expensive entry to a club and overpriced drinks and still not find a partner? This is simply a cost effective night clubbing tool!
- Hello Fresh – they deliver the exact ingredients that you need to cook a delicious meal every week direct to your door, no more shopping lists or supermarkets required!
New Services – What else is available?
- Airbnb – cut the cost of holiday accommodation in half and live the life of a local! Then review the owner, be careful as they will also review you!
- Borrow My Doggy – ever wanted to go on a walk but felt like there was something missing? A dog! You can now take someone else’s pooch along for a walk and then give them back at the end of the day.
Business models – how have companies adapted to social media?
- PWC – launched an internal social media site to give everyone a platform to provide feedback on PWC’s internal processes. They even made improvements off the back of it!
- Barclay Card – gave its customers the chance to customise their own credit card… think more rates, services and support levels rather than the colour of the card. The idea was to make costs more transparent and give the customer exactly what they wanted.
- GiffGaff – is it a surprise that the biggest phone provider in the UK has the lowest number of employees?! They survive with a forum culture where other customers help to answer your questions.
So how do you deliver ROI though social?
According to Christer there are 7 steps to success –
- Define business goals – what value are you going to place on a ‘Like’?
- Establish benchmarks – against competitors as well as past campaigns
- Realistic expectations – make sure you get your timings right
- Tools to track – use the likes of Bitly / Hootsuite and Radian6
- Launch – give your campaign a kick start
- Evaluate – keep changing and improving
- Iterate – repeat this process
If this sounds right up your street – Business Exchange is free to sign up to, for more information please click here
If this has inspired you to buy Christer’s book then please click here to buy