3. Just what is Web 2.0?
Web 1.0 … Talking AT people.
Web 2.0 … Talking WITH people.
4. But first…
The world is changing…
Just how are we going to survive?
5. 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)
7. 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…
8. 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...
11. Engagement Examples
DA WINS (but
not really!)
998 Followers
to the ANC’s
723…
12. The RB Chronicles
A day in the live of @RBJacobs on Twitter
A Case Study in 140 characters
13. 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
22. Modus Operandi
STEP #4: When it get’s nasty – take it offline.
Remember not everyone is reasonable...
23. Modus Operandi
STEP #5: Be grateful for the warm and fuzzy (and
the new customers!)…
24. Modus Operandi
Step #6: Don’t worry if it gets random…
(Remember, there’s a lot of noise!)
25. Market Intelligence
The fees debate will continue ad infinitum. Why
not have your ear to the ground?
26. @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).
28. 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...
29. Where’s it all going?
There’s a conversation going on. Are you
listening?
30. 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
31. 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 quot;personalities.quot; 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
32. And 1 Rule 2 Rule them all…
WHAT’S
IN IT
FOR
ME!?
33. 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.