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HP Social Media Roundtable - Allen's intro and presentation
 

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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    HP Social Media Roundtable - Allen's intro and presentation HP Social Media Roundtable - Allen's intro and presentation Presentation Transcript

    • Social Media for Business
      Executive Roundtable, Cupertino CA
      April 21, 2010
      hosted by HP | sponsored by EIS and OutStart
    • 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!
    • Agenda
    • Introductions + Hot Topics
      Name, Company, Role
      +
      One question or goal for today’s session
    • Evoke
      From Social Networking to Social Business
      Allen Bonde | Twitter.com/abonde | allen@allenbondegroup.com
    • 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?
    • Where are we in the growth and evolution of social media?
      Where are the fish?
    • 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
    • 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
    • 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)
    • How can we best apply social in mainstream marketing?
      What’s the hook?
    • 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
    • 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
    • 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.
    • 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
      • Twitter to blog content
      • Website to Facebook fan page
      casual
      Tone
    • 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”
    • What is needed to drive business adoption more broadly?
      How to scale?
    • 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
    • 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/
    • Checklist for Social Business Strategy
      SEE : 10 Steps to a Practical Social Media Business Strategy, Allen Bonde, SearchCRM.com, 27 Jan 2010
    • 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!