Social Media – Where To Go?From experiments to purpose driven business
• 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
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
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
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.
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
Results by 2013• 100 Social Media strategists, 2+ in every EU country• 5.000+ businesses and startups engaging• Open competition for customer experience leadership