1 poke + 1 poke = 3 pokes

Just what is Web 2.0?
 Web 1.0 … Talking AT people.
 Web 2.0 … Talking WITH people.

But first…
 The world is changing…
 Just how are we going to survive?

Why is it exciting?
 6 million + internet users in South Africa
 2 million + broadband users (and climbing)
 One of the world’s largest mobile infrastructures
 1 in 6 Google Searches from South Africa
originate off a mobile phone.
 1.4 million South Africans on FaceBook
 Just how connected do you think we are? Or will
be?
(Source: Arthur GoldStuck Research 2008)

So why is it so tricky?

So. What can WE do?
 The problem: In Social Media, the base unit of
control is… the individual.
 Makes segmentation tough eh?
 The age old rule applies though: People will
congregate around RELEVANCE and VALUE…

Creating value & relevance
 First up: yes, it’s a fad.
 Second up: yes, it’s probably rubbish.
 Making the wall simpler, 140 characters
at a time...
 Dangerous? Nothing is sacred
anymore...

Engagement Examples

Engagement Examples

Engagement Examples
DA WINS (but
not really!)
998 Followers
to the ANC’s
723…

The RB Chronicles
A day in the live of @RBJacobs on Twitter
A Case Study in 140 characters

RB, The FNB guy
 A long time ago (6 months) in a universe far, far
away (social networking), a person called
@RBJacobs was born.
 With a singular purpose: to open a new channel
of conversation with customers about…
“How can
Queries,
we help Sponsorships Market
Advice and
you?” Brand and Events Intelligence
Product Info
Promise

Who is RB (@rbjacobs)?

Modus Operandi
 STEP #1: Listen!

A Bad day at the office...

A Good day in the sphere…

At least they’re asking!

Modus Operandi
 STEP #2: Always respond (to the tricky stuff).

Modus Operandi
 STEP #3.1: Respond Quickly.

Modus Operandi
 STEP #3.2: Respond Quickly.
#brandplus = *****

Modus Operandi
 STEP #4: When it get’s nasty – take it offline.
Remember not everyone is reasonable...

Modus Operandi
 STEP #5: Be grateful for the warm and fuzzy (and
the new customers!)…

Modus Operandi
 Step #6: Don’t worry if it gets random…
(Remember, there’s a lot of noise!)

Market Intelligence
 The fees debate will continue ad infinitum. Why
not have your ear to the ground?

@RBJacobs. The Stats.
 Following 454 “customers”
 Has 337 followers
 Has had 246 “conversations”
 Prefers coffee black.
 Enjoys assisting customers (but not really
talking about fees).

It’s not big in SA... Yet.

Where’s it all going?
 A website is not somme a website anymore…
 It’s the front gate to your customer community –
and needs to extend far past the front page and
far into cyberspace...

Where’s it all going?
 There’s a conversation going on. Are you
listening?

The 5 Rules…
 Community before commerce. The community
exists for its own benefit, not yours.
 Communication comes next. You're hosting the
event, but it's a cocktail party, not a lecture.
 Place the community's interests above your own.
The big picture is that a vibrant community will
help you, but getting to this place means
sacrificing short-term interests. For example,
people should be able to freely discuss and
endorse competitive products.
Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and
Marketing New Products and Services, Page: 141-142

The 5 Rules…
 Tolerate criticism. This freedom produces two
desirable results: first, good public relations
because tolerating criticism on a company-
sponsored site is unheard of; second, free and
voluminous customer feedback.
 Encourage \"personalities.\" Remember how one
of the keys to the success of MTV was veejays
with an attitude?
Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and
Marketing New Products and Services, Page: 141-142

And 1 Rule 2 Rule them all…
WHAT’S
IN IT
FOR
ME!?

POKE ME:
Web:www.andyhadfield.com
Email: andyhsa@gmail.com
Twitter: www.twitter.com/andyhadfield
FNB: www.fnb.co.za
FNB RBJacobs: www.twitter.com/rbjacobs
By name on FaceBook, LinkedIn, FriendFeed,
Flickr, Google and other social meta-bits.
Thank you for your time...
Think Big.
Pilot Small.
Talk With.