SOCIAL MEDIA
The revolution of communication
Pollenzo, October 10th 2009

The world is living a new era, the biggest shift since
Industrial Revolution. Social media are changing
monological broadcast into dialogues. Knowledge and
information are being democratized.

Social media is an
umbrella term that
defines the various
activities that
integrate technology,
social interaction,
and the construction
of words and
pictures.
Social networking,
wikis, blogging,
ranking, content
sharing, participated
journalism,
podcasting,
publishing, gaming...

“SOCIAL MEDIA IS ONLY GOING TO BECOME
MORE PERVASIVE AND AS SUCH, BECOME A
CRITICAL FACTOR IN THE SUCCESS OR FAILURE
OF A BUSINESS.”
Brian Solis, Social Media Manifesto, 21st August 2007

BEFORE - sharing
- transparency
- info
+ knowledge
+ expertise
TODAY
sharing ++
transparency ++
info +
knowledge ++
expertise ++

News Issues for companies
Reputation
Business Processes
Internal Processes

BUT WOULD YOU IGNORE
YOUR REPUTATION ?

2/3 OF THE GLOBAL
INTERNET POPULATION
VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked Places, 2009
93% OF SOCIAL MEDIA USERS
BELIEVE A COMPANY SHOULD
HAVE A PRESENCE IN SOCIAL
MEDIA
85% OF SOCIAL MEDIA USERS
BELIEVE A COMPANY SHOULD
GO FURTHER THAN JUST
HAVING A PRESENCE ON
SOCIAL SITES AND SHOULD
ALSO INTERACT WITH ITS
CUSTOMERS
Cone, Business in Social Media Studies, 2008

“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 PUTTING ITSELF OUT THERE IT OUGHT BE.”
BusinessWeek, 19th February 2009

Reputation
-
Presence on Mass Market Social Network
Direct Communication with Management
Trasparency about products
Customers contributes to innovation

HOW DOES IT EFFECT
YOUR BUSINESS?

THINK 2.0!
GIVE CREATIVITY TO YOUR BUSINESS
Clienti fidelizzati
Gruppi e comunità come tutor
AUDI Electricity
Viral marketing
ZOPA Spot
autogenerati
NIKE Plus...
H3G Le sai tutte
Untamed
UNIPOL Linear
Customer Care P2P
Prestiti Inter Pares
Comunità di auto-aiuto

Business 2.0
-
New Marketing Channels
P2P Customer Support
Social network to expand the service to the
client
New Business Models

INTERNAL PROCESSES
AND SOCIAL MEDIA

Communities of practice,
knowledge management
and forums demonstrate
the need for sharing
companies always had.

Communities of practice,
knowledge management
and forums demonstrate
the need for sharing
companies always had.
Only a partial success..

Before social media time..
Sharing practices and competences as a
magic box!

After..
o Focus on people with “enriched traces”
about them and their competences..
o Connections enhance viral diffusion of
knowledge about expertise and people

Corporate Social Network Models
Idea Generation Profile Sharing
o New idea o Professional Competences
generation vs personal interests
o osting of own idea
P o Sharing of project staffing
and comments from o Enrich My profile
users o Mentoring and Coaching
o ewards/awards
R o ewards /awards /best
R
practices
Workspaces Content Sharing
o Room to share project o Editorial Team vs user
knowledge generated content
o Communication tools o Sharing of user
o Doc sharing and versioning comments vs media /
o Vertical workspaces vs work docs
thematic ones o Publishing related to
o Syncronous vs asyncronous my profile vs creation of
functionalities sections with user
generated contents
o Rewards/awards

SO WHAT SHOULD YOU
DO NOW ?

 ORGANIZATIONAL & CULTURAL CHANGE
 NEED FOR QUICK RESPONSES
 USER GENERATED CONTENTS
 TRANSPARENCY
 GOVERNANCE ISSUES
 AGENDA SETTING

THANK YOU!
Image credits to*:
Flickr.com
Hello.eboy.com
*Some images have been downloaded from the internet. Please contact us in case of any copyright infringement.