Part 3 - Time To Get Social And Personal

www.steria.no The Social Media wave It’s a tidal force on the Internet. Deal with it or loose your foothold © Steria © Photo: plainpicture/Pictorium

Three lessons II I III Six ways Four forces people adapt of change The Social Media wave www.steria.no 07.06.2009 2 Time to get social & personal

Lesson III: Three parts III 1. Why use Social Media The Social Media wave 2. The risks 3. How to use it www.steria.no 07.06.2009 3 Time to get social & personal

Are you ready for some more accelerated learning www.steria.no 07.06.2009 4 Time to get social & personal

n ds e co s 60 In This is what you’ll learn www.steria.no 07.06.2009 5 Time to get social & personal

The Social Media wave It’s a tidal force on the Internet Deal with it or loose your foothold It’s affecting your organization Whether you know it or not ©www.steria.no Singles Photo: Radius 07.06.2009 6 Time to get social & personal

It’s is too big too take lightly Social Media is another evolutionary step in information exchange It holds great opportunities And many threats ©www.steria.no Singles Photo: Radius 07.06.2009 7 Time to get social & personal

Focus on giving people what they want 6 ways Speed up When using Social Media: people adapt to modern life Start multiprocessing Get to the point, quickly Choose relevance Be personally relevant Use noise filter Don‘t be marketing noise Seek guidance Provide guidance Want easiness Make things easy www.steria.no 07/06/2009 07.06.2009 8 Time to get social & personal

Now lets go to our story www.steria.no 07.06.2009 9 Time to get social & personal

www.steria.no Why use Social Media Get better connected with customers and employees © Steria © Photo: Designpics Singles

First, let’s get rid of a misconception www.steria.no 07.06.2009 11 Time to get social & personal

Social Media is all about this www.steria.no 07.06.2009 12 Time to get social & personal

www.steria.no 07.06.2009 13 Time to get social & personal

It’s about people connecting On the web with technologies like youtube, flickr, facebook, twitter, wikipedia… www.steria.no 07.06.2009 14 Time to get social & personal © Photo: plainpicture/Pictorium

With family, friends, colleagues, customers… www.steria.no 07.06.2009 15 Time to get social & personal

Social Media fulfills a basic human urge © Photo: Photo Alto CONNECTING www.steria.no 07.06.2009 16 Time to get social & personal

It’s a connector of people “ Social Media is another evolutionary step in the way Internet is a connector of people. ” – Vinton G. Gerf, VP & Chief Internet Evangelist, Google www.steria.no 07.06.2009 17 Time to get social & personal http://www.youtube.com/watch?v=oxySmrn-IwQ&feature=channel

People have instantly recognized its value www.steria.no 07.06.2009 18 Time to get social & personal

Because humans are herd animals www.steria.no 07.06.2009 19 Time to get social & personal

And social creatures www.steria.no 07.06.2009 20 Time to get social & personal

Connecting is an eternal human urge Getting together Sharing experiences It nourishes us Makes us strong www.steria.no 07.06.2009 21 Time to get social & personal

Today, we can connect with blinding speed www.steria.no 07.06.2009 22 Time to get social & personal

Easier than ever before www.steria.no 07.06.2009 23 Time to get social & personal

With the Internet and the Web as the platform A map of the global Internet Source: MIT's Technology Review, Mapping the internet www.steria.no 07.06.2009 24 Time to get social & personal

And Social Media technologies www.steria.no 07.06.2009 25 Time to get social & personal

We have instant worldwide reach www.steria.no 07.06.2009 26 Time to get social & personal

No wonder why usage has exploded www.steria.no 07.06.2009 27 Time to get social & personal

Everyone is online The World Wide Web 1,6 billion users 60 % of the population in EU 76 % in the Nordic countries Source: Eurostat – ICT statistics www.steria.no 07.06.2009 28 Time to get social & personal

Flocking around Social Media Usage has exploded 70% of all internet users use it More people are watching videos online than using e-mail In 2007, it surpassed porn sites in popularity © Photo: Image Source Singles www.steria.no 07.06.2009 29 Time to get social & personal

Using a wide variety of tools www.steria.no 07.06.2009 30 Time to get social & personal

Creating a new era of connectedness People are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see. You won’t ”Check this believe…” ”Did you out…” ”Great! ”Stay ”Send ”Funniest Useful!” away…” hear…” m ”Saw this the link e ”Sucks.” thing ever..” on MSN…” ..” ”BAD!” www.steria.no 07.06.2009 31 Time to get social & personal

Some of the most popular tools www.steria.no 07.06.2009 32 Time to get social & personal

The figures are BIG and growing fast Tool Key facts Google.com 82% market share YouTube.com 9,5 billions videos Flickr.com 3 billion images Facebook.com 275 million visitors pr. month Blogs 200 million in total Wikipedia.com 65 million visitors pr. month © Photo: Image Source Singles LinkedIn.com 40 million users Digg.com 33 million visitors pr. month Twitter.com 6 million users Innocentive.com 160.000 contributors www.steria.no 07.06.2009 33 Time to get social & personal

Lets look at some good examples www.steria.no 07.06.2009 34 Time to get social & personal

Search engines Keyword- based search www.steria.no 07.06.2009 35 Time to get social & personal

Blogs Write and publish www.steria.no 07.06.2009 36 Time to get social & personal

Micro blogging Short text messages www.steria.no 07.06.2009 37 Time to get social & personal

Wikis Written collaboratively by volunteers www.steria.no 07.06.2009 38 Time to get social & personal

Video sharing Upload, share, watch and comment videos www.steria.no 07.06.2009 39 Time to get social & personal

Photo sharing Upload and share photos www.steria.no 07.06.2009 40 Time to get social & personal

Music sharing Internet radio & community for sharing music tastes www.steria.no 07.06.2009 41 Time to get social & personal

Slide sharing Community for sharing presentations www.steria.no 07.06.2009 42 Time to get social & personal

Social bookmarking Store, organize and search bookmarks and links www.steria.no 07.06.2009 43 Time to get social & personal

Social networks Communities of people who share interest & for general socializing www.steria.no 07.06.2009 44 Time to get social & personal

B2B Social Networks Communities for networking and finding information www.steria.no 07.06.2009 45 Time to get social & personal

Crowdsourcing Collaborative problem solving www.steria.no 07.06.2009 46 Time to get social & personal

Forums Discuss topics www.steria.no 07.06.2009 47 Time to get social & personal

RSS feeds Users subscribe to updates www.steria.no 07.06.2009 48 Time to get social & personal

Now, to the BIG question for businesses… www.steria.no 07.06.2009 49 Time to get social & personal

Do you want to be better connected with your customers and employees www.steria.no 07.06.2009 50 Time to get social & personal

Would you like them to take notice and be your fans www.steria.no 07.06.2009 52 Time to get social & personal

Would you like them to be your ambassadors www.steria.no 07.06.2009 54 Time to get social & personal

Companies are saying: YES “ We’re in the business of connecting with people. ” – Trevor Edwards, VP Global Brands, NIKE ©www.steria.no Photo: NIKE 07.06.2009 55 Time to get social & personal

Companies are saying: YES “ 75 percent of Fortune 1000 companies with websites will have undertaken some kind of online social networking initiative for marketing or customer relationship purposes in the next year. ” October 2008 www.steria.no 07.06.2009 56 Time to get social & personal

“ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media. ” – Rupert Murdoch, owner of News Corp and MySpace ©www.steria.no Photo: NewsCorp 07.06.2009 57 Time to get social & personal

Benefits of using Social Media www.steria.no 07.06.2009 58 Time to get social & personal

“ If your digital communication strategy does not include Social Media, you’re missing an awful lot of brand building opportunities. ” – Anders Lindgren, marketing director, Steria Scandinavia www.steria.no 07.06.2009 59 Time to get social & personal © Photo: Steria / CF-Wesenberg@foto.no

Business Week sums it up nicely www.steria.no 07.06.2009 60 Time to get social & personal

“ For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t pulling itself out there, it ought to be. ” February 19, 2009 www.steria.no 07.06.2009 61 Time to get social & personal

www.steria.no The risks of Social Media Don’t mess with it unless you know what you’re doing © Photo: Masterfile / Mike Randolp © Steria

Be aware of the dangers Don’t mess with Social Media unless you know what you’re doing Same goes for all your employees Gartner predicts that many initiatives will be classified as failures www.steria.no 07.06.2009 63 Time to get social & personal

The reason is this www.steria.no 07.06.2009 64 Time to get social & personal

Herd mentality reigns www.steria.no 07.06.2009 65 Time to get social & personal

The online BUZZ about your organization… www.steria.no 07.06.2009 66 Time to get social & personal

Can be great www.steria.no 07.06.2009 67 Link: http://www.flickr.com/photos/30337646@N06/3057552482/ Time to get social & personal

Or really bad www.steria.no 07.06.2009 68 Time to get social & personal

Either way, it spreads quickly They don’t call it Viral for nothing www.steria.no 07.06.2009 69 Time to get social & personal

So be cautious www.steria.no 07.06.2009 70 Time to get social & personal

Remember the good old days A consumer who experience a bad customer service situation will tell 10 or 20 people? How does 1.3 million sound? That’s the new reality www.steria.no 07.06.2009 71 Time to get social & personal

Example 1 One of best stories of Social Media embarrassment: The sleeping Comcast service tech To date, viewed 1.3 million times www.steria.no 07.06.2009 72 Time to get social & personal

Example 2 “In videos posted on YouTube and elsewhere this week, a Domino's employee in Conover, N.C. prepared sandwiches for delivery while putting cheese up his noce, nasal mucus on the sandwhich.” - New York Times, April 16, 2009 www.steria.no 07.06.2009 73 Time to get social & personal

You must have a clear strategy Align the use What to do of Social Media What NOT to do with your internal and external communication plan ©www.steria.no Photo: Digitalvision 07.06.2009 74 Time to get social & personal

TIP! Use the SteriaSOCIAL method The method was created by Steria to help people get started with Social Media Assess: Investigate your customers’ and employees’ social activities Objectives: Determine what you want to achieve Strategy: Choose the areas which is most relevant and likely to engage your audiences Technology: Decide on which tools and solutions to use People: Train and empower your people Processes: Don’t underestimate the time it takes Measure: Measure your progress and fine-tune your approach www.steria.no 07.06.2009 75 Time to get social & personal

Shy away from these marketing scams www.steria.no 07.06.2009 76 Time to get social & personal

OK, let’s wrap it up www.steria.no 07.06.2009 77 Time to get social & personal

The biggest risk with Social Media is to do nothing ©www.steria.no / Mike Randolp Photo: Masterfile 07.06.2009 78 Time to get social & personal

You have to do something www.steria.no 07.06.2009 79 Time to get social & personal

So let’s look at how to use Sosial Media www.steria.no 07.06.2009 80 Time to get social & personal

It will be the topic of the next chapter www.steria.no 07.06.2009 81 Time to get social & personal

www.steria.no How to use Social Media Give people what they want © Photo: Photo Alto © Steria

Can you handle the last session www.steria.no 07.06.2009 83 Time to get social & personal

www.steria.no How to use Social Media Give people what they want © Photo: Photo Alto © Steria

To use Social Media right… www.steria.no 07.06.2009 85 Time to get social & personal

You need to do one simple thing www.steria.no 07.06.2009 86 Time to get social & personal

It is the ”red thread” of this chapter www.steria.no 07.06.2009 87 Time to get social & personal

Get to the point, quickly www.steria.no 07.06.2009 89 Time to get social & personal

It takes only ½ a second … Research indicates that people spend less than ½ second to “decide” if something is worth giving more attention to, or not. www.steria.no 07.06.2009 90 Time to get social & personal

Be personally relevant www.steria.no 07.06.2009 91 Time to get social & personal

Relevancy has always been relevant “ By far the most important factor explaining likeability is the extent to which the commercial is meaningful for the viewer. – Giep Franzen, 1994 ” www.steria.no 07.06.2009 92 Time to get social & personal

Today, relevancy is more relevant than ever “ Customer Bullsh*t meters are hypersensitive. Irrelevant ads cause a disconnect - bad scent. Relevant ads and content offer good scent. ” – Bryan Eisenberg, Future Now, Chicago ad:tech 2006 conference www.steria.no 07.06.2009 93 Time to get social & personal

Don’t be noise www.steria.no 07.06.2009 94 Time to get social & personal

There is just way too much information The advances in worldwide communications The growth of news and other media The increase in publishing The explosion of information on the Internet www.steria.no 07.06.2009 95 Time to get social & personal © Photo: Mathias Kulka / Corbis / Scanpix

Especially marketing noise… www.steria.no 07.06.2009 96 Time to get social & personal

…and advertising noise www.steria.no 07.06.2009 98 Time to get social & personal

Ads are everywhere © Photo: Image Source Singles In fact, people see and hear between 1,000 and 3,000 advertising messages every day 87,600,000 throughout their lives www.steria.no 07.06.2009 99 Time to get social & personal

Not only are people immune www.steria.no 07.06.2009 100 Time to get social & personal

We use the smartest noise filter in the world OUR MIND People who live near train lines find ways to adjust to the noise ... We treat encroaching advertising and marketing just like those trains www.steria.no 07.06.2009 Inspired by Alain Thys / Futurelab 101 Time to get social & personal

People have become highly sophisticated They mentally tune out messages that do not resonate immediately with their own desires or needs ©www.steria.no Photo: Pixland 07.06.2009 102 Time to get social & personal

We actively try to avoid ads… www.steria.no 07.06.2009 103 Time to get social & personal

Please, spare me… 70% of consumers would be interested in products or service that help them avoid marketing messages – Yankelovich Marketing and Forrester Research ©www.steria.no Photo: Masterfile 07.06.2009 104 Time to get social & personal

… and believe they lie www.steria.no 07.06.2009 105 Time to get social & personal

Stop the Bullsh*t 76% of consumers don’t believe that companies tell the truth in advertisements Source: Yankelovich, 2006 www.steria.no 07.06.2009 106 Time to get social & personal

Provide guidance www.steria.no 07.06.2009 107 Time to get social & personal

Help people find the way © Photo: Steria There is just way too much information for us to absorb, filter and sort out To save time, people are forced to seek expert advice and guidance www.steria.no 07.06.2009 108 Time to get social & personal

Make things easy www.steria.no 07.06.2009 109 Time to get social & personal

Everything should be extremely userfriendly Usability is a term used to denote the ease with which people can employ a particular tool or other human-made object www.steria.no 07.06.2009 110 Time to get social & personal

To sum it up www.steria.no 07.06.2009 111 Time to get social & personal

Back to our red thread www.steria.no 07.06.2009 112 Time to get social & personal

That concludes the three lessons II I III Six ways Four forces people adapt of change The Social Media wave www.steria.no 07.06.2009 114 Time to get social & personal

And today’s accelerated learning session www.steria.no 07.06.2009 115 Time to get social & personal

This is what you have learned www.steria.no 07.06.2009 116 Time to get social & personal

Four forces of change 1 2 3 4 Population Accelerating Unlimited Information growth technology choice overload www.steria.no 07.06.2009 07/06/2009 117 Time to get social & personal

Six ways people adapt Speed up Six ways we adapt to modern life Start multiprocessing Choose relevance Use noise filter Seek guidance Want easiness www.steria.no 07/06/2009 07.06.2009 118 Time to get social & personal

The Social Media wave It’s a tidal force on the Internet Deal with it or loose your foothold It’s affecting your organization Whether you know it or not ©www.steria.no Singles Photo: Radius 07.06.2009 119 Time to get social & personal

It’s is too big too take lightly Social Media is another evolutionary step in information exchange It holds great opportunities And many threats ©www.steria.no Singles Photo: Radius 07.06.2009 120 Time to get social & personal

Thank you and good luck www.steria.no 07.06.2009 122 Time to get social & personal

Acknowledgements There are a lot of great presentations, books and articles on Social Media available on the web. A few in particular were noteworthy inspirations for this presention, including: The Wealth of Networks: How Social Production Transforms Markets and Freedom, Yochai Benkler, Yale University Press, 2006 The Cluetrain Manifesto: http://www.cluetrain.com/ Social Media is… http://www.slideshare.net/leewhite/social-media-is Social Media & Internet Marketing http://www.slideshare.net/JeffBennett/social-mediainternet-marketing- presentation The future of advertising: http://www.slideshare.net/mattanium/the-future-of-advertising-313836 www.steria.no 07.06.2009 123 Time to get social & personal

Created by Anders Lindgren marketing director, Steria AS www.steria.no e-mail: al@steria.no www.linkedin.com: http://www.linkedin.com/in/anderslindgren4u www.slideshare.com: anderslindgren4u www.twitter.com: AndersLindgren www.steria.no 07.06.2009 124 Time to get social & personal

Part 3 - Time To Get Social And Personal

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