social media: a presentation

•
who am I ?

some of the people who seem to find me
interesting…

really hope
YOU
do to

a social media
introduction

TV used to have people’s undivided attention

but the
landscape
has changed

information overload...?

we are not experiencing information
overload, we are experiencing ‘filter failure’.
- Clay Shirky

prior to the Internet, the
last technology that had
any real effect on the
way people sat down
and talked together was
THE TABLE..

there was no technological mediation for
group conversations.
- Clay Shirky

consumers now have
an enormous toolbox
at their disposal

to name a few …

a changed
environment

consumer in control

from to
a changed business model

the cause?
SOCIAL MEDIA

umbrella term

WHY need a
social media strategy

of people trust ads

trust consumer
recommendations

+250M active users on Facebook
makes it the 4th largest country
Country Population
China ~ 1.3 B
India ~ 1.2 B
US ~ 300 M
Facebook ~ 250 M
Indonesia ~240 M
Brazil ~190 M
Pakistan ~ 165 M
Bangledash ~ 162 M

Facebook: +699%
Twitter: +3712%
Blogger: +30%
LinkedIn: +69%
… and this is not the end

the wind of change
is blowin’ …
… like a hurricane

INFLUENCE 2.0
anyone + everyone

the world is your communications
department

the speed of word-of-mouth is now only
limited by how fast people can type (Cluetrain)

WOM > WOH
hype
(… everytime)

your brand is what your customers say it is.
- Charlene Li

micro-interactions:
building blocks of BRAND 2.0

you probably think
SO WHAT?

the conversation is happening, with or
without you.
- Holtz & Havens

people are talking about you:
some like you, some don’t.

6th organic
search result
for ‘comcast’!!

ignoring
social media
does not make
you invisible

the sad truth is..
NOBODY
CARES
ABOUT
YOU!

me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
M-ECONOMY
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me

If you talk to people the way
advertising talked to people,
they’d punch you in the face
(hugh macleod)

good marketing encourages the right of
conversation.
- Seth Godin

customer service is
the new marketing

this is not about
reinventing the wheel

what
should I do?

5-step model
listen facilitate participate collaborate evaluate

identifying
weak signals

what matters is who we are talking to …
not how many.
- Jeff Jarvis

1 9 90
??

it is not who is influential that counts but
who acts as a catalyst for conversation
– Keith O’Brien

your target
engage your evangelists

SOME KEY
#PRINCIPLES

transparency

authenticity

trust

SIMPLY
SAID

don’t be an island

participate
not
dictate

always add VALUE!
Keywords:
transparency, authenticity, trust

nobody
expects you
to be perfect

concentrate on
relationships
not technology

conversation =
(content is just something we talk about …)

but let’s
not forget

set goals !

set metrics

if you don't know what your strategy is you
can't figure out measurable objectives.

if you can't figure out your measurable
objectives you can't figure out what tools
you need.

people on the search of gold

ROI = …
return on interaction !
return on insight !

it is the communication on
the line that creates value

CULTURAL SHIFT
needed

companies need to be willing to
trade control for conversation

break down the wall

•
survey results

term ‘social media’…
very familiar 62,10%
quite familiar 25,30%
somewhat familiar 5,80%
not very familiar 4,30%
not at all familiar 2,50%

most knowledgeable…
88,1%
social network
81,7%
online video
80,6%
wiki

least knowledgeable…
47,2%
virtual worlds
46,3%
social bookmarking
40,3%
microblog

tools used in campaign
social network 67,4%
online video 55,1%
blog 51,1%
podcast 24,7%
bookmarking 22,5%
virtual world 15%

duration professional use
45%
less than 1 year
20%
more than 2 years

available personnel
full-time 18,5%
part-time 28,3%
none 47,8%
external
5,5%
support

who should be
responsible?

responsible
48%
marketing
16%
cross-functional group

you can not leave the
conversation to marketing …

involve all departments

BUT .. try to make it everyone’s job and it
becomes no one’s job!

reasons driving adoption
communication with
potential customers 56,7%
maximize campaign
effectiveness 46,6%
active feedback 41,8%
consumer insight 40,4%
better respond to
customer needs 35,4%

perceived benefits
65%
relationship building
51%
direct communication
39%
low cost

adoption barriers
FEAR!
72%
uncontrollable nature
53% brand/reputation risk
51%unproven technology

It is not just the adoption of new tools, but
the adoption of new ways of working that is
prooving difficult.

organizational barriers
CULTURE!
34%
insufficient incentives
32% culture doesn’t encourage use
30% leadership doesn’t encourage use

the chronic
problem with
management

the higher up you get,
the more out of touch
with reality you become

metrics
2 in 3 companies
have no defined metrics

despite the lack of metrics
8 in 10 companies
measure internal

social media policy
81%
find it (very) important to
have a SM guideline …

social media policy
…but
3 in 4 companies
have no guideline in place!

importance social media
88%
believe social media marketing
will become more important

7 in 10
say social media will become a key communication tool with their
customers
1 in 2
say that companies that fail to embrace social media technologies will
be left behind
8 in 10
say social media have forced organizations to respond more quickly to
criticism
6 in 10
say social media are impacting organizational transparency

2009 social media budget
50%
increase
2%
decrease
(1 in 4 companies does not have a budget for social media)

budget vs economic situation
1 in 4 companies
say their budget increased
due to the economic climate

LAST BIT
OF ADVICE

burn down
business-as-usual

be remarkable

take risks
instead of
take care

protecting yesterday is the surest path to
never discovering tomorrow
- Umair Haque

failure is
just another
stepping stone
to greatness

change is never linear

long term
thinking

BUT remember:
social media is not the holy grail…

the road may be long …
but is well worth it!

NK Y OU !
THA

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