Social Media: Engage


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A presentation by Fergal Coleman at the Mindshop conference in Sydney, Australia, May 2011.

The talk covers how technology is enabling changing behaviours in every facet of life. It explores the lessons that can be learnt from the bubble and the parallels between todays social media bubble and the late 90's and early 2000's. Attendees were then provided with a framework for implementing social media followed by a range of examples and case studies from the real world

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Social Media: Engage

  1. 1. Social Media: Engage!<br />Mindshop Conference, May 2011<br />Fergal Coleman<br />Twitter @symphony3think<br /><br /><br />
  2. 2. Introduction<br />The changing world <br />How to approach social media and web2.0<br />It’s about your future business model <br />Strategy first then tactics (examples)<br />How to help each other<br />Your plan<br /><br />
  3. 3. Interact <br />@symphony3think<br />#mindshop<br /><br /><br />Tel: 0423 198184<br />Coffee<br /><br />
  4. 4. (R)evolution or (R)evolutions?<br />“Every generation needs a new revolution.” <br />Thomas Jefferson<br />We are witnessing multiple revolutions right now…<br /> “Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviours “ <br />Prof. Clay Shirky author “Here Comes Everybody”<br /><br />
  5. 5. Worldwide Society is Changing – 17 years of Internet<br />In four years to 2010, newspaper <br />ad revenue dropped by 44.24%<br />Revolution is Everywhere<br />1 out of 8<br />couples married in 2009 the US met online<br />Manufacturing to China,<br />Services to India, Philippines,<br />Eastern Europe, etc<br />
  6. 6. So Why Now? The Perfect Storm<br />An analysis by Merrill Lynch claimed that cloud technology could make business applications “three to five times cheaper,” meaning that organizations could save anywhere from 67 to 80 percent (Greenberg, 2009). Rajen Sheth (2009) of Google projects cost savings of 67 percent for moving e-mail to the cloud<br />In December 2010 there were 9,361,520 Australians actively using Facebook. The average session time for a user visiting Facebook was 28 minutes and 58 seconds.<br />366 million people (31 per <br />cent of the population) in India <br />had access to improved sanitation <br />in 2008. 545 million cell phones <br />are now connected to service in <br />India's emerging economy. <br />UN Report<br />By 2013, mobile phones will overtake PCs as the most common Web access device worldwide<br />Gartner<br /><br />
  7. 7. Changing Behaviours!<br /><br />
  8. 8. Does It Bring Back Memories?<br />This Week<br />Feb 3rd 2001<br />What can the era teach us about winners and losers?<br /><br />
  9. 9. We’ve Been Here Before<br />There was a crash with lots of losers but some major winners<br />Losers:,, V. Winners: Amazon, Paypal, Ebay, Seek, Wotif<br />But trends and take-up levels have continued<br /><br />
  10. 10. The Big Picture: What can we learn? <br />Think long-term<br />Emergent and Realized Strategy (Mintzberg) <br />Success will be determined over a period of years not months<br /> “Deliberate strategies provide the organization with a sense of purposeful direction. Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies help the organization to control its course while encouraging the learning process”<br /><br />
  11. 11. Why Social Media? The pay back comes quickly<br />“Companies using the web intensively gain greater market shares and higher margins”<br />- “The Rise of the networked enterprise: Web2.0 finds its payday” – McKinsey Quarterly Dec. 2010<br /> Some averages from report<br />20% decrease in travel costs<br />20% improvement in marketing effectiveness<br />10% reduction in operational costs<br />15% decrease in marketing costs<br />18% increase in customer satisfaction<br />41% increase in employee satisfaction<br /><br />
  12. 12. Fear still remains<br />Fear at the top management level:<br /><ul><li> Fear of reputational risks
  13. 13. Fear of unknown
  14. 14. Fear of wasting time
  15. 15. Fear of wasting money
  16. 16. Fear of loss of control
  17. 17. Fear of loss of credibility</li></ul><br />
  18. 18. No wonder it’s daunting!<br /><br />
  19. 19. The Reality: Most not being strategic<br /><br />2.10minutes<br /><br />
  20. 20. Social Media Framework Logical Boxes<br />People Needs<br />Who are you Serving? Where are they?<br /> What are they doing online?<br />What drives them to engage with you?<br />Customer Segment A<br />Customer Segment B<br />Employees<br />Customer Segment A<br />Customer Segment B<br />Employees<br />Why We Exist<br />Mission <br />Strategic Goals<br />Core Values<br />Vision<br />Financial Profitability <br />Improved Customer Service<br />New customers<br />More Efficient Processes<br />Lower Costs<br />Lower Customer Churn<br />More $ per customer<br />How We Do It<br />Make (Services delivered)<br />Communicate<br />Engaging / Energising<br />Talking / Informing<br />Supporting Activities<br />Supporting<br />Listening<br />Building Blocks<br />Finance <br />(Budget)<br />15<br />People<br />Leadership<br />Culture<br />Skills +Training<br />Data and Information<br />Standards and Policies<br />Social Media Policy<br />Response Guide<br />Risk Mgmt<br />Technology (Tools)<br />
  21. 21. Case Study: Kingston City Council<br />“In the past we (local government) told the community what we were doing, we have now evolved to engaging the community in what we propose to do, but the expectation of the community today is that not only will they be engaged but they will directly influence and they will have control over what happens. This is not an unreasonable expectation.”<br />John Nevins, CEO, City of Kingston.<br />“Social Media in Everything We Do”<br /><br />
  22. 22. Roadmap<br />Commitment and Leadership Steering Group<br />Adopted by business:<br />Person Responsible and One Page Plan for each tool<br /><ul><li>Social Media Policy
  23. 23. Skype</li></ul>- SM Awareness and Training<br />- Facebook<br /><ul><li>CEO Blog
  24. 24. -Mayoral Blog</li></ul>- Twitter<br />- Yammer<br />Y/N<br />Ideas (Prioritised) <br />Y/N<br />Working Group (cross-dept) <br />Y/N<br />Y/N<br /><br />
  25. 25. Wiki – Internal Initiatives first <br /><ul><li>Improved collaboration
  26. 26. Better information sharing
  27. 27. No email trail with multiple document versions
  28. 28. Less paper
  29. 29. No IT overhead</li></ul><br />
  30. 30. Social Media Policy and Response Guide<br /><ul><li>Parameters on how to behave online
  31. 31. Parameters on what can be said about the organisation
  32. 32. Guidelines on how to respond to comments and opinions</li></ul><br />
  33. 33. CEO Blog<br /><ul><li>Shows Leadership commitment
  34. 34. Direct line of communication to the CEO for employees
  35. 35. Learning internally</li></ul><br />
  36. 36. Facebook Page<br /><br />
  37. 37. Coming soon or in prototype…<br />LinkedIN<br />Community Engagement<br />Mayoral Blog<br />Twitter<br />YouTube/Video<br />Department specific - strategies<br />Training, awareness and more training!<br /><br />
  38. 38. Now, Where, How<br /><br />
  39. 39. Where are you now - Take the Questionnaire<br /><br />
  40. 40. Where do you want to be?<br />Vision: In three years time how will social media be engaging your clients and empowering you and your organisation?<br />Listening – Use social media to better understand customer needs.<br />Talking – Use social media to spread messages about your business<br />Energising – get your most enthusiastic customers to become advocates, using social media to increase word of mouth.<br />Supporting – Support residents/local businesses or help them to support each other.<br />Embracing – Integrate your customers into the way your organisation works<br />How will it be helping my business?<br />Discuss with a partner<br /><br />
  41. 41. How: What are you going to do?<br /><br />
  42. 42. How? Listening<br />Listening<br />Twitter<br />LinkedIn<br /><br />
  43. 43. Find the Influencers<br />7 to 750 million <br />Picked seven bloggers to attend a top secret “Midnight Webcast”<br />They told tens of thousands of fans<br />Mainstream media listened and reported<br />Estimated 350 million people heard the news within 24 hours<br />2008<br />Who are the influencers in your community? Listen, comment, provideopinion using the social media they use<br /><br />
  44. 44. Can you provide the best advice about just one thing?<br /><br />
  45. 45. Test a service/process online<br /><br />
  46. 46. Support and EmpowerHR Block (<br />Jan – April 2010: 1.5 million visits<br />120,000 tax-related questions<br />iPhone app: 28,000 downloads in Feb 2010<br /><br />
  47. 47. Can you make your offering more engaging<br /><br />
  48. 48. Can you use social media in your consulting toolbox?<br /><br />
  49. 49. Internal Tools – help you learn and be top of mind<br /><ul><li>Improved idea sharing and innovation
  50. 50. Mobile communication
  51. 51. Improved communication </li></ul><br />
  52. 52. Engage your customers – get them to help you<br /><br />
  53. 53. 7. Measure<br />Set clear KPIs and Measure them<br />Relate them back to the business – leads, prospects sales<br />Use the information to refine what you say<br /><br />
  54. 54. 9. Syndicate<br /><br />
  55. 55. Can this “tribe” use social tools to work more closely together ?<br />If time and money wasn’t an issue… <br />?<br /><br />
  56. 56. How: What are you going to do?<br />In pairs<br />Write down three strategies and accompanying actions in your OPP<br /><br />
  57. 57. Conclusion<br />Believe in social media and web2.0<br />Be wary of the hype<br />Think beyond tools and talking AT people<br />Where do you want to be in 3 years time<br /><br />
  58. 58. Interact <br /><br />@symphony3think<br /><br />Tel: 0423 198184<br /><br />