Devils Advocate: Presentation 1

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Overview presentation for Devil's Advocate Event. Presented by Alan Stevenson 020210

Theme: “Your messages are our messages” – Can we, or should we, manage what our employees say about our business on
Social Networking sites?

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  • We’ve stopped listening. Stopped listening in Tourism, Consumer Goods,
  • The Engagement Database helps to identify which companies are doing more in this area. The top 100 brands (courtesy of Interbrand) were reviewed by EngagementDB (a Alltimeter, Charlene Li initiative). What they found was that there were a range of brands with varying levels of channels and depth of engagement. What they found was that some channels or mavens came to the top. Li and her team has made a correlation between financial performance and mavens (supports the Aberdeen research). Revenue growth and profitability both seem higher amongst Mavens.
  • The Engagement Database helps to identify which companies are doing more in this area. The top 100 brands (courtesy of Interbrand) were reviewed by EngagementDB (a Alltimeter, Charlene Li initiative). What they found was that there were a range of brands with varying levels of channels and depth of engagement. What they found was that some channels or mavens came to the top. Li and her team has made a correlation between financial performance and mavens (supports the Aberdeen research). Revenue growth and profitability both seem higher amongst Mavens.
  • Devils Advocate: Presentation 1

    1. 1. Devil’s Advocate<br />Alan Stevenson<br />ast3v3nson@googlemail.com<br />January, 2010<br />
    2. 2. Applications<br />Blogs<br />Social Network Sites<br />Virtual Realities<br />Social Content <br />RSS Feeds<br />Wikis<br />Mash Ups<br />Podcasts<br />Social Bookmarks<br />Mobile Web; Internet Telephony<br />Social Applications <br />Twitter<br />
    3. 3. Characteristics<br />Openness<br />Communities and Networks<br />Hosted Services<br />Interactivity<br />Global <br />Peering <br />Mass Collaboration<br />Sharing <br />Social Element<br />The Internet as the platform<br />Empowerment<br />
    4. 4. Impact<br />Customer Experience <br />Business Intelligence<br />Processes and HRM<br />Customer Interaction<br />Mindset <br />Customer Insight <br />Rich Internet Applications<br />Product Development <br />Sales & Marketing<br />IT Infrastructure<br />Reputation Management<br />
    5. 5. How Big Is It?<br />Time spent on social network sites is growing 3 times faster than the Net itself<br />Social media messages have replaced e-mail as the dominant form of e-communications<br />If Facebook was a country – it would be the 4th most populated in the world<br />93% of social media users think that companies should be actively engaged<br />
    6. 6. Business Implications<br />Major impact on consumer behaviour, especially in information intense industries – ‘customer to customer’ reviews and recommendations<br />Declining effectiveness of traditional approaches to sales, marketing, brand promotion etc<br />New mindsets and new approaches required - Marketing as a ‘conversation with your customers, a conversation with your network’<br />New performance measures required<br />‘Power shift’ – Web 2.0 empowers customers, empowers the network<br />
    7. 7. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) <br />
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    11. 11. Safety Harness Company<br />
    12. 12. Safety Harness Company<br />
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    17. 17. Final Thoughts<br />Your employees… <br />Are key to building your network reach, they should all be Linkedin<br />Often the best brand advocates you’ve got <br />Have many more channels and opportunities to engage with…customers, other staff, partners, etc.<br />(Many) have exactly the skills you will need moving forward<br />The question is no longer “should we embrace this across the company?” but “how should we embrace this?”<br />
    18. 18. Thank You<br />

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