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Risk and Reward
    in Social Media
or…

     …how do we control the
  message in Social Media, what
   is the risk of getting involved
        and when is th...
What’s on the agenda


•    A short history of the world
•    What is the risk … and how can we evaluate it?
•    How to m...
The opportunity in context
                                                              29.8m
                           ...
Social Media users by global region
                                                       5.20%
                         ...
Social Media                                                  62%
                                            47.4%       ...
© Daemon Group 2008   www.daemondigital.com
Normal distribution of technology adoption




© Daemon Group 2008                          www.daemondigital.com
Early adoption




© Daemon Group 2008   www.daemondigital.com
Standard extended lifecycle




© Daemon Group 2008           www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   source: thepaisano.wordpress.com   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
Traditional definition of risk




   Risk = probability x impact
           Risk = (probability of an event occurring) x ...
Risk in information systems


        •     The probability that there is a threat;




        •     The probability that...
Risk in information systems


        •     The probability that there is a threat;

              Someone who could attac...
Definition of risk in information management




Risk = threat x vulnerability x impact




© Daemon Group 2008           ...
Risk profile of engagement


       Use Social Media to listen
       Use Social Media to ask questions
       Use Social ...
Binary risk profile of Social Media

                                     Threat   Vulnerability   Impact   Risk

        ...
Risk profile of engagement


       Use Social Media to listen
       Use Social Media to ask questions
       Use Social ...
© Daemon Group 2008   www.daemondigital.com
Definition of risk in Social Media




Risk = threat x vulnerability x impact
                        engagement




© Dae...
Definition of risk in Social Media




Risk = Kohnstamm x reputation x sales
                      Credibility/Thorn Tree
...
95 video results on You Tube
                        0 video responses from Taco Bell
                        1.2 million ...
Social Media engagement




© Daemon Group 2008       www.daemondigital.com
Social Media engagement model




© Daemon Group 2008             www.daemondigital.com
Social Media engagement model




© Daemon Group 2008             www.daemondigital.com
Controlled




                        ADVERTISING




                      Monologue                    Dialogue




© D...
Controlled




                        ADVERTISING




                      Monologue                       Dialogue




...
Controlled




                        ADVERTISING




                      Monologue                         Dialogue


...
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
Zero to 60: Ford’s Social Media
Story




Scott Monty (@ScottMonty)
Global Digital Communications
Ford Motor Company (@For...
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
Early adoption




© Daemon Group 2008   www.daemondigital.com
45% of employers screen
        Social Media sites


    © Daemon Group 2008          www.daemondigital.com
source: career...
reported they found content on social media that
                                      caused them not to hire the candida...
Standard extended lifecycle




© Daemon Group 2008           www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
© Daemon Group 2008   www.daemondigital.com
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How to define risk versus reward in social media

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Transcript of "Riskrewardinsocialmedia"

  1. 1. Risk and Reward in Social Media
  2. 2. or… …how do we control the message in Social Media, what is the risk of getting involved and when is this risk outweighed by the risk of not getting involved? © Daemon Group 2008 www.daemondigital.com
  3. 3. What’s on the agenda • A short history of the world • What is the risk … and how can we evaluate it? • How to manage, or mitigate, risk in Social Media • How much does it really matter if you get it wrong? • Controlling your message … or have you ever? • Key person risk, who should engage and why? • Approaching the tipping point? © Daemon Group 2008 www.daemondigital.com
  4. 4. The opportunity in context 29.8m 61.0m 0.26m 5.4m 17.8m 3.7m 72.9% 5.1m © Daemon Group 2008 www.daemondigital.com Source: UM Wave 3
  5. 5. Social Media users by global region 5.20% 9.17% 34.55% 22.61% 28.47% Asia Pacific Europe North America Latin America Mid East/Africa Based upon unique visitors in June 2008 © Daemon Group 2008 Source: comScore World Metrix www.daemondigital.com
  6. 6. Social Media 62% 47.4% read post 29.0% write 77.0% Imagery Blogging watch No14 28.2% Micro Sydney* Video upload blogging Podcasting RSS 24.6% 40.2% feed listen Forums Widgets Chat Networks 74% message 21.1% belong © Daemon Group 2008 Source: UM Wave 3 *Twitter Grader www.daemondigital.com
  7. 7. © Daemon Group 2008 www.daemondigital.com
  8. 8. Normal distribution of technology adoption © Daemon Group 2008 www.daemondigital.com
  9. 9. Early adoption © Daemon Group 2008 www.daemondigital.com
  10. 10. Standard extended lifecycle © Daemon Group 2008 www.daemondigital.com
  11. 11. © Daemon Group 2008 www.daemondigital.com
  12. 12. © Daemon Group 2008 www.daemondigital.com
  13. 13. © Daemon Group 2008 source: thepaisano.wordpress.com www.daemondigital.com
  14. 14. © Daemon Group 2008 www.daemondigital.com
  15. 15. © Daemon Group 2008 www.daemondigital.com
  16. 16. Traditional definition of risk Risk = probability x impact Risk = (probability of an event occurring) x (impact of event occurring) © Daemon Group 2008 www.daemondigital.com
  17. 17. Risk in information systems • The probability that there is a threat; • The probability that there are any vulnerabilities; • The potential impact on the business © Daemon Group 2008 www.daemondigital.com
  18. 18. Risk in information systems • The probability that there is a threat; Someone who could attack the organisation • The probability that there are any vulnerabilities; The susceptiblity to attack, or what could be used against the organisation • The potential impact on the business What damage could be caused by the attack © Daemon Group 2008 www.daemondigital.com
  19. 19. Definition of risk in information management Risk = threat x vulnerability x impact © Daemon Group 2008 www.daemondigital.com
  20. 20. Risk profile of engagement Use Social Media to listen Use Social Media to ask questions Use Social Media to extend your contacts Use Social Media to drive your existing contacts Use Social Media to sell your IP Use Social Media to sell your services © Daemon Group 2008 www.daemondigital.com
  21. 21. Binary risk profile of Social Media Threat Vulnerability Impact Risk Listen 0 0 0 0 Ask questions 0 1 0 0 Extend contacts 1 1 1 1 Drive contacts 0 1 1 0 Sell intellectual property 1 1 1 1 Sell products or services 1 1 1 1 © Daemon Group 2008 www.daemondigital.com
  22. 22. Risk profile of engagement Use Social Media to listen Use Social Media to ask questions Use Social Media to extend your contacts Use Social Media to drive your existing contacts Use Social Media to sell your IP Use Social Media to sell your services © Daemon Group 2008 www.daemondigital.com
  23. 23. © Daemon Group 2008 www.daemondigital.com
  24. 24. Definition of risk in Social Media Risk = threat x vulnerability x impact engagement © Daemon Group 2008 www.daemondigital.com
  25. 25. Definition of risk in Social Media Risk = Kohnstamm x reputation x sales Credibility/Thorn Tree © Daemon Group 2008 www.daemondigital.com
  26. 26. 95 video results on You Tube 0 video responses from Taco Bell 1.2 million view to first video alone Taco Bell response on website 2,975 comments to first video alone 0 comments from Taco Bell Rats Take Over KFC/Taco Bell © Daemon Group 2008 www.daemondigital.com
  27. 27. Social Media engagement © Daemon Group 2008 www.daemondigital.com
  28. 28. Social Media engagement model © Daemon Group 2008 www.daemondigital.com
  29. 29. Social Media engagement model © Daemon Group 2008 www.daemondigital.com
  30. 30. Controlled ADVERTISING Monologue Dialogue © Daemon Group 2008 www.daemondigital.com Uncontrolled
  31. 31. Controlled ADVERTISING Monologue Dialogue WORD OF MOUTH © Daemon Group 2008 www.daemondigital.com Uncontrolled
  32. 32. Controlled ADVERTISING Monologue Dialogue SOCIAL MEDIA © Daemon Group 2008 www.daemondigital.com Uncontrolled
  33. 33. © Daemon Group 2008 www.daemondigital.com
  34. 34. © Daemon Group 2008 www.daemondigital.com
  35. 35. © Daemon Group 2008 www.daemondigital.com
  36. 36. Zero to 60: Ford’s Social Media Story Scott Monty (@ScottMonty) Global Digital Communications Ford Motor Company (@Ford) © Daemon Group 2008 www.daemondigital.com
  37. 37. © Daemon Group 2008 www.daemondigital.com
  38. 38. © Daemon Group 2008 www.daemondigital.com
  39. 39. © Daemon Group 2008 www.daemondigital.com
  40. 40. © Daemon Group 2008 www.daemondigital.com
  41. 41. Early adoption © Daemon Group 2008 www.daemondigital.com
  42. 42. 45% of employers screen Social Media sites © Daemon Group 2008 www.daemondigital.com source: careerbuilder.com 2009
  43. 43. reported they found content on social media that caused them not to hire the candidate © Daemon Group 2008 www.daemondigital.com source: careerbuilder.com 2009
  44. 44. Standard extended lifecycle © Daemon Group 2008 www.daemondigital.com
  45. 45. © Daemon Group 2008 www.daemondigital.com
  46. 46. © Daemon Group 2008 www.daemondigital.com
  47. 47. © Daemon Group 2008 www.daemondigital.com
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