Digital Agenda 2012 Keynote axel
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Keynote as presented at Digital Agenda Assembly 2012, including proposal to stimulate SMEs leveraging social media for more growth and creating additional jobs.

Keynote as presented at Digital Agenda Assembly 2012, including proposal to stimulate SMEs leveraging social media for more growth and creating additional jobs.

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Digital Agenda 2012 Keynote axel Presentation Transcript

  • 1. Axel SchultzeSocial Media Academy
  • 2. Social Media – Where To Go?From experiments to purpose driven business
  • 3. • 2003 LinkedIn starting Beta • 2004 Facebook goes live • 2006 Twitter changes news distribution • 2007 Demarkation between personal and business gets very blurry • 2008 Obama‘s US presidential campaignUS versus EU • 2009 Businesses promote their social presence • 2010 Year of social media for business The fear of being not mentioned takes over the fear of getting negative mentions • 2011 Mid market gets to strategic cross functional engagement • 2012 Integration of distribution channels
  • 4. Social Business vs. profitabilitySocial media engagement * No social media engagement *• Wal-Mart $13B • General Motors -$30B• IBM $12B • Citi -$27B• Cisco $8B • Ford -$14B• Verizon $6B • Delta Airlines -$8.9B• Pepsi Co $5B • Macy’s -$4.8B• Walt Disney $4.4B • Sprint -$2.7B• UPS $3B • US Airways -$2.2B• Wells Fargo $2B • OfficeMax -$1.6B• Starbucks $.3B • Hertz -1.2B• Southwest Airlines $178M • Wendy’s / Arby’s -$0.4B• Zappos (n/a) • United Airlines (n/a) * = Based on sentiment analysis (social media monitoring). Millions of recommendations drives billions in revenue Thousands of ignored rants drive billions of losses
  • 5. Democratization of Influence on a global scale
  • 6. Contributor
  • 7. DA12social Preparation • Focus: Business Relevance! • Strategy crowd sourcing – A team of 30 strategists – Additional 250 contributor – Roughly 1,000 pages of research • Identifying the 3 most important industries/country, perception on social media for business and opportunities to go after
  • 8. DA12 Social Media Objective • Objective: Job creation Stimulate small and medium size businesses / start-ups leveraging social media to create a sustainable growth, additional jobs and being able to compete in a global market plus integrating public sector in the initiative.
  • 9. DA 12 Social Strategy • Initial Focus: Growth by Export • Helping the mid market to expand across Europe leveraging Social Media • Helping startups to gain attention across Europe • Integrating the public sector in the very engagementFascino Group Guangzhou China
  • 10. Results by 2013• 100 Social Media strategists, 2+ in every EU country• 5.000+ businesses and startups engaging• Open competition for customer experience leadership
  • 11. Thank Youhttp://XeeMe.com/AxelS