HP Social Media Roundtable - Allen's intro and presentation
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My intro and presentation - "From Social Networking to Social Business" - from the Social Media Roundtable event held at HP Cupertino on April 21, 2010

My intro and presentation - "From Social Networking to Social Business" - from the Social Media Roundtable event held at HP Cupertino on April 21, 2010

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Transcript

  • 1. Social Media for Business
    Executive Roundtable, Cupertino CA
    April 21, 2010
    hosted by HP | sponsored by EIS and OutStart
  • 2. Welcome!
    Social media and Web 2.0 are top of mind for many of us. Especially as social networking and communities change the way we work, shop, socialize, and share ideas. But…how much of this translates to day-to-day business? And not just the ‘easy’ stuff!
    This roundtable event bring together social media, customer service, education and marketing leaders to share experiences, discuss successes/challenges, and learn about some of the latest trends and approaches for applying social media for business
    Thanks – to HP, our host; to our presenters, and to EIS and OutStart, our sponsors!
  • 3. Agenda
  • 4. Introductions + Hot Topics
    Name, Company, Role
    +
    One question or goal for today’s session
  • 5. Evoke
    From Social Networking to Social Business
    Allen Bonde | Twitter.com/abonde | allen@allenbondegroup.com
  • 6. Key Questions…
    Where are we in the growth and evolution of social media?
    How can we best apply social in mainstream marketing?
    What is needed to drive business adoption more broadly?
  • 7. Where are we in the growth and evolution of social media?
    Where are the fish?
  • 8. A Brief History
    22% of F500 have public facing corporate blogs; 86% of these link to corp Twitter account
    growth
    What is the state of social media adoption (blogs and public social networks)…and how did we get here?
    346 M WW blog readers
    Ad model
    Twitter 18 M+ US adult users
    invest
    launch
    Twitter 6 M US adult users
    94 M US blog readers
    LinkedIn 60 M members
    60 M blogs
    Launch of Buzznet
    LinkedIn 33 M members
    Launch of Delicious
    Launch of Digg
    Launch of Huffington Post
    Launch of Plaxo
    400 M
    LinkedIn 10 M members
    Facebook 300 M active users
    Facebook 100 M active users
    Launch of LinkedIn
    News Corp buys MySpace for $580M
    Facebook 20 M active users
    79.5 M US online social network users (monthly)
    Launch of MySpace
    Yahoo! buys Flickr
    Launch of Twitter
    MSFT invests $250M in Facebook
    Launch of Facebook
    Facebook passes MySpace in monthly visitors
    Google buys Blogger
    Google buys YouTube
    10 M blogs
    2003
    2004
    2005
    2006
    2007
    2009
    2008
    2010
    Sources: company factsheets,Technorati, eMarketer, Wikipedia, press reports, Umass Dartmouth study
  • 9. Some Definitions
    Social Media
    Social Media Marketing
    blogs, wikis, forums, public social networking sites, microblogging (Twitter), audio or video sharing sites, where a community model is in play and user-generated content and connections are the primary currency. These are the “channels” for social media marketing
    the business use of social media for engaging customers, building brand, creating leads and/or driving product innovation
    Social Business Software
    the general class of Web 2.0 “packages” geared toward enterprise users (also called Enterprise 2.0). SBS to this point has mostly been used to power private/company communities and public or specialty forums where scale or management or monitoring is key
  • 10. Selected Social Trends
    4 out of 5 online Americans use social content at least once a month (Forr)
    social networks and blogs now the 4th most popular online activity – ahead of personal email (Nielsen)
    35-54 and 55+ two fastest growing age groups on Facebook
    Service & Support
    Yet TODAY, only 2-10% of total customer service & support is handled using social media (TSIA)
    63% say social media “very desirable/critical” to service & support org in 2 years (TSIA)
    Marketing
    As paid social ads top $1.3B in 2010 (eMarketer), are traditional agencies / media buyers ready for new channels?
    Ford Motor Co. is spending 25% of its marketing dollars on digital and social media (BW)
  • 11. How can we best apply social in mainstream marketing?
    What’s the hook?
  • 12. Community Marketing Model (CMM)
    CORE BELIEF:every relationship begins with a discussion.
    WHAT THIS MEANS:in today’s Facebook world, a key role for marketing (and customer service!) is using social media/networking to engage in discussions* – ideally steering and monitoring the community as it defines your brand and products – and then to capture feedback which 1) iteratively improves the brand experience and 2) generates leads.
    Creating a Framework
    GOAL: add structure and repeatable process around using online social media and offline marketing and community-building programs so businesses can participate as a regular trusted advisor
    * Community discussions can span online and offline channels
  • 13. Feedback
    Engagement
    CMM in Action – it’s all About Discussions!
    PR, local events
    1
    2
    community defines the brand
    Conversations
    Wiki/blogs
    Ratings/
    Reviews
    Social sites
    Market research
    Social Search
    defines the
    experience
    online
    Profiling
    Focus groups
    Monitoring/analytics
    Community management
    Product
    Innovation
    defines product / solution /
    partners
    offline
    Message
    Tuning
    3
    generates
    qualified
    leads
    Surveys
  • 14. Managing Social Channels
    One overall social strategy + (separate) channel owners/tactics needed
    Social media campaignsmust target unique characteristics of each channel
    Each social channel has its own “persona” – demographics, usage, style, rules etc.
  • 15. Social Channel Persona Spider Chart
    usage
    Relationships
    LinkedIn
    Activity
    Facebook
    anonymous
    Twitter
    fun
    Blogs
    demographics
    work
    friends
    Persistence
    months
    mature
    minutes
    58% over 35; more males
    business
    young
    60% over 25; more females
    Age
    66% under 25
    style
    Cross-links are key…
    • LinkedIn to Twitter updates
    • 16. Twitter to blog content
    • 17. Website to Facebook fan page
    casual
    Tone
  • 18. Twitter and Brand Value – a correlation?
    Many top brands (esp. retail, media, high-tech) have high Twitter influence/engagement scores – but not all; and some companies (esp. in cable TV, insurance) who have invested heavily in Twitter have NOT seen a bump in their brand/experience scores
    Forrester CxPI scores vs. Twitter Grader scores
    Barnes & Noble
    Marriott
    Hampton Inn (Hilton)
    Amazon
    Top 10
    Holiday Inn (IHG)
    Kohl’s
    JC Penney
    Comfort Inn (Choice)
    CxPI ranking
    Bj’S Wholesale (not active)
    Macy’s
    US Airways
    CITI (forward)
    Comcast
    Aetna (not active)
    Qwest (talkto)
    HSBC (careers)
    CIGNA
    Bottom 10
    Medicaid (CMS Gov)
    UHG (Feds)
    Charter
    95
    100
    90
    Twitter Grader “influence”
  • 19. What is needed to drive business adoption more broadly?
    How to scale?
  • 20. Moving from Social Networking to SBS
    Social businessstrategy often evolves from initial efforts with social media/marketing
    Integrating with core biz processes and communication leads to need for new platforms
    Vendors such asOutStart, Jive, Lithium, Socialtext etc. offering ‘SBS’ or Social CRM solutions
  • 21. Making a Business Case
    The recent McKinsey global survey and a growing list of case studies show clear gains from initial adoption of Web 2.0, with blogs and social networking/forums tops among approaches in terms of measurable benefits.
    • Yet (IMO) few companies are using Web 2.0 tools for core business processes due to challenges handling structured and unstructured data, along with questions about trust models and integration between enterprise and social content!
    COMMON BENEFITS
    Customer applications–increased marketing effectiveness, improved customer sat and lower marketing/support costs are top benefits
    Internal applications–access to knowledge and experts, lower communication and travel costs, and increased employee satisfaction are top benefits
    Sources: McKinsey Global Survey, 2009 (survey of 1,700 global executives);
    for list of some companies using social see: http://mashable.com/2008/07/23/corporate-social-media/
  • 22. Checklist for Social Business Strategy
    SEE : 10 Steps to a Practical Social Media Business Strategy, Allen Bonde, SearchCRM.com, 27 Jan 2010
  • 23. Bottom Line
    Social is clearly disruptive + attractive, but path to full-scale social business still uncharted
    Social media marketing more proven, builds on community/ multi-channel marketing (mostly)
    Watch for: mobile/ location/ Twitter apps, lots o M&A! + listen to Gautam and Esteban!