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Guest lecture on social media, presented February 22 2013 at the Academy for Digital Entertainment, Masters of Media Innovation programme, NHTV

Guest lecture on social media, presented February 22 2013 at the Academy for Digital Entertainment, Masters of Media Innovation programme, NHTV

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The point of no return why doing business means being social Presentation Transcript

  • 1. The point of no return:why doing business means beingsocialOlha BondarenkoSocial Media Architect @Philips ITPresented February 22 2013 at the Academy for Digital Entertainment, Masters of Media Innovation, NHTV
  • 2. Philips: a strong diversified industrial groupWho we are Our businesses Operating in >100 countries Founded in 1891 Headquartered in Amsterdam, The Netherlands 26% Sales of €22.6 billion in 20111 40% - 33% in Growth Markets - 65% in B2B 2011 - EBITA 7.4% of sales Globally recognized brand (world top 50) 34% Our brand value doubled to $8.7bn since 20042 122,000 employees Healthcare Growth Markets Sales and service outlets in over 100 countries Lighting Western Europe Consumer Lifestyle North America €1.6 billion investment in R&D, 7% of sales Other 21Note 2 - All figures exclude discontinued operations Source: Interbrand
  • 3. Unique leadership positions in many markets Healthcare Global Global Global Global Regional Cardiovascular Patient Cardiac Sleep Therapy Ultrasound X-ray Monitoring resuscitation Systems Consumer Lifestyle Global Global Global Regional Regional Male electric Garment Care Rechargeable Kitchen Electric Hair shaving Toothbrushes Appliances Care Lighting Global Global Global Global Global Lamps LED Lamps Automotive Professional High Power LEDs Lighting Luminaires
  • 4. Olha Bondarenko, Social Media Architect@Philips IT 4
  • 5. Today we’ll talk about - Caught up in the revolution: how social media became a fact of life - Seriously social: using social media for business growth - When size matters: is social media data really that Big? 5
  • 6. When I say Social Media, what comes first to your mind? 6
  • 7. The Internet?In 1995, Clifford Stoll fromNewsweek outlined the mostprominent socio-cultural trendsfor the next two decades, allrelated to Internet. 7
  • 8. The Internet? Bah!.. In 1995, Clifford Stoll from Newsweek outlined the most prominent socio-cultural trends for the next two decades, all related to Internet. He claimed, though, they’ll never take place.http://www.thedailybeast.com/newsweek/1995/02/26/the-internet-bah.html 8
  • 9. Caught up in therevolution: how socialmedia became a factof life Image: office.microsoft.com 9
  • 10. B.d.C. (Before dot-com A.D.c. (After Dot-comCollapse): collapse):1980 Usenet, a worldwide distributed 2001 Wikipedia, the freeInternet discussion system encyclopedia, is founded1994 First web-based forums & 2002 – 2006 The major socialvirtual communities of interest networks, as we know them1996 ICQ instant messenger opens 2009 Twitter replaces ―What are youthe IM decade doing?‖ with ―What’s happening?‖1999 LiveJournal & Blogger.com 2013 Almost all websites becomeavailable as services ―social‖, almost every internet user took part in an activity online 10 Image: © BrokenSphere / Wikimedia Commons
  • 11. 1980 vs 2013Twitter vs Usenet – celebrities or heroes?Some Usenet posters achieved a Alexander Abian,certain amount of fame (or infamy) mathematician, professor{…} because of their unusual, non- Iowa State Universutyconformist ideas, or because theirwritings and responses areconsidered especially humorous or Jack Sarfatti, theoreticalbizarre. Wikipedia physicist, scientists and book authorWho is the most followed Twitteruser of today? ? Archimedes Plutonium, an eccentric personality 11
  • 12. 1980 vs 2013Twitter vs Usenet – celebrities or heroes? Alexander Abian, mathematician, professor Iowa State Universuty Jack Sarfatti, theoretical physicist, scientists and book author ? Archimedes Plutonium, an eccentric personality Note mr. Obama occupying a honorable 5th position on Twitter 12
  • 13. 1980 vs 2013 Being anonymous used to be a norm but became an expression of protestImage: http://www.blesk.cz/clanek/digital-internet/184809/hackeri-anonymous-opet-vyhrozuji-dnes-vyradime-z-provozu-facebook.html 13
  • 14. 1980 vs 2013Modern social networks collect, useand sell personally identifiable data 14
  • 15. 1980 vs 2013 Tigers at the streets of Londonhttp://www.guardian.co.uk/uk/interactive/2011/dec/07/london-riots-twitter 15
  • 16. 1980 vs 2013 Tigers at the streets of Londonhttp://www.guardian.co.uk/uk/interactive/2011/dec/07/london-riots-twitter 16
  • 17. 1980 vs 2013A recent example from 2012 riots in Greece:real- time coverage on Twitter 17
  • 18. 1980 vs 2013A day later: there were fires in Athens but the cityhall wasn’t burned, traditional press reports 18
  • 19. The social and cultural impact of social media is irreversible. But what about the business?
  • 20. seriously social:using socialmediafor businessgrowth Image: office.microsoft.com 20
  • 21. Have you ever engaged with a brand online?
  • 22. Social media: the place to be for brands …interacting with each other, with communities and with brands * * * *In 2012 1.3 billion people(84% of the global internet population) *were spending increasingly moretime on social platforms … * ** *Percent of US social media users participating at least once a month, Nielsen 2012 **Erik Qualman: Social Media 2013 Video 22
  • 23. ―Digital‖ consumer decision journey 23http://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 (2009)
  • 24. Doing business meansbeing socialCompanies have to shift frombroadcasting to dialogue &interaction mode.Traditional organizationstructure often does not matchthe needs of rapid response andflexibility of social platformsSocial media is a relativelyuncontrolled environment, everyemployee can be active online. 24 http://www.prdaily.com/Main/Articles/11535.aspx
  • 25. A systematic view on being a social business Social engagement enables seamless real-time interaction with consumers and customers across the enterprise Social intelligence enables using social data for MI, BI, innovation, business decision making and product improvement, 360° consumer & customer view Social collaboration enables seamless cooperation through the enterprise eco-system & supports the transformation into the social enterprise 25
  • 26. when sizematters: is socialmedia data reallythat big? Image: office.microsoft.com 26
  • 27. Can you think of useful information brands may find on social media?
  • 28. May 2012 “The Road Map To Integrated Social Intelligence” The Road Map To Social Data Integration28
  • 29. Monitoring social media - a few real-life scenarios • A targeted investigation • An overview of brand or • A comparison of a on a specific question – product group sentiment specific product group or e.g., what plays a role in in a specific period of market segment, ―Radiology‖ topic online, time (incl. e.g. campaign geographically. Includes who are the influencers, preparation). custom developed where does the metrics (e.g., Digital discussion occur? Sentiment Index). Investigation & Ask Report Compare analysis • Wide-range monitoring • Crisis management / • Community of mentions of company event, brand, campaign management: products worldwide, to impact. ―Real-time‖ monitoring, responding detect and respond to detection and monitoring & engaging - relevant complains /suggestions of related statements, discussions on various measure impact & platforms (managed & identify response needs. earned) (Near) realtime monitoring & Respond Manage Community engagement 29
  • 30. What kind of data is available on social media? Image: office.microsoft.com Image: office.microsoft.com Image: office.microsoft.com Linkage* Profile Message* The linkage behavior of the Information about the Content published on various network, important nodes, participants of the network, platforms, from 140-charater- communities, links, evolving either provided by them or cryptic tweets to lengthy regions* deduced opinion blogs 30*Social Network Data Analytics. Charu C. Aggarwal, Ed. Springer Science+Business Media, LLC 2011 Chapter 1. An Introduction to Social Network Data Analytics, pp. 5
  • 31. Respecting privacy and obeying tolegislations is of the outmostimportance for companies operatingin social media space 31 Image: office.microsoft.com
  • 32. The information value chain: making sense of chaos All Internet search results Set of relevant keywordsOther parameters (dates, languages, geographies) classification Message type (e.g., complaint) Message relevance (e.g., product, brand) Aggregation & analysis reports Attribution for storage Image: office.microsoft.com Data for Company BI, MI, decision making 32
  • 33. Social listening (monitoring) Social listening (monitoring) is a capability that combines harvesting, presenting and analyzing data from across the web (focusing on social platforms) with the purpose of understanding quantitative (e.g., volume) as well as qualitative (e.g., topics) aspects of such data.Image: office.microsoft.com Usually comes along with Engagement & AnalyticsWHY Know your audience | Evaluate your brand | Engage with consumers or customers | Detect & measure crisis | Discover new opportunitiesWHO PR teams | Marketing | (Consumer ) care | CommunicationsHOW Manually (search) | Free tools | Paid tools | Enterprise tools | Insights and analytics technologies 33
  • 34. Social listening (monitoring) concept architecture Philips Integrated landscape Social monitoring, engagement Internet & analytics system Digital marketing Campaign automation External sites Monitoring SEO …E.g., Twitter, blogs, forums, review sites Systematic harvesting of relevant data based on pre-set parameters CRM Managed sites Engagement Consumer care Customer care …E.g., company FB page, LinkedIn page Interacting & responding to relevant conversations on social platforms Information Owned sites Analytics factoriesE.g., .com reviews, hosted communities Understanding quantitative (e.g., volume) & qualitative (e.g., topics) aspects of the data 34 Consumer Customer Philips employee or contractor
  • 35. Social monitoring, engagement & analytics technologies 200+ vendors: similar basics, different flavorslarge enterprise players coming in through acquisitions & own expertise: predicts the market collapsing in IN PLACE 2YEARS Live connections to data sources | workflows | dashboards | reporting | manual sentiment | share of voice | basic metrics EMERGING Influencers | engagement modules | advanced metrics | insights & trend analysis IMMATURE Automated sentiment | languages beyond top-5 | text mining | data integration | process integration 35
  • 36. Social listening case 1: Listen to the whispersHackers start their conversation 24 hrs before the bad news hit mainstream36
  • 37. Social listening case 2: KLM against Eyjafjallajökull 37
  • 38. Social listening case 3: Dell’s Hell Dell converted an early 2005 social media crisis into a holistic strategy 38http://www.slideshare.net/dellsocialmedia/idc-sadler-feb2012
  • 39. What’s next?..How about extraterrestrial social media?
  • 40. 40
  • 41. 41
  • 42. References & further readingJan H. Kietzmann *, Kristopher Hermkens, Ian P. McCarthy, Bruno S. Silvestre. (2011) Social media? Get serious!Understanding the functional building blocks of social media. Business Horizons, 54, pp. 241—251, Elsevierboyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-MediatedCommunication, 13(1), article 11.Pritam Gundecha, Huan Liu (2012). Mining Social Media: A Brief Introduction. Informs 2012. Tutorials in OperationsResearch.Social Network Data Analytics. Charu C. Aggarwal (Ed.). Springer 2011.Social Media Will Play A Big Part In BI’s Future. Forrester blogs, 20102013: The Year Of Digital Business. Forrester blogs, 2012Warc case studies for Social Media marketingFree but not easy. The Economist on Wikipedia fund raising. November 5th 2012―What’s happening?‖ Twitter blogAnalysing Social Media Collaboration The research group behind The Guardian Twitter visualizationDell Social Media strategy on SlideShareMy Dell hell. By Jeff Jarvis at the Guardian, August 2005Big Data and social media: A match made in heaven? By Patrick Gray, October 23, 2012, TechRepulic blogsKLM Social Media Strategy on KML blogThe Road Map To Integrated Social Intelligence. Zach Hofer-Shall, Forrester 2012Report: More Facebook fans equals lower engagement rates. Kevin Allen, PR Daily 2012The consumer decision journey. McKinsey Quarterly 2009Facebook Helps Get One in Five People Worldwide Socializing on Online Networks. eMarketer 2012Social Media report 2012, Nielsen 2012How riot rumours spread on Twitter. guardian.co.uk, Wednesday 7 December 2011I Know What You Did on The Web – Baynote InfographicThe Internet? Bah! Feb 26, 1995, Newsweek. 42The Brief History of Social Media Dr. Anthony Curtis, Mass Communication Dept., University of North Carolina at Pembroke