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Bauwens Kloetzer professional use of social media
 

Bauwens Kloetzer professional use of social media

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How do heavy users of social media like Linked in, Facebook, Twitter use these tools professionally? How is it useful to them?

How do heavy users of social media like Linked in, Facebook, Twitter use these tools professionally? How is it useful to them?

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  • Recruiting and interviewing 45 Lead users defined as having more than 400 contacts on LinkedIn or Xing and being active on a variety of social media Project done in collaboration with master students in Ethnography and Design from Dundee University, Scotland 3 places : London, Berlin, Switzerland 3 communities : Indian community in London, professionals of SNS Other professionals using SN for private and professional reasons Swisscom SNS professionals
  • We believed that we would find a diverse range of professionals who matched our criteria, especially social media professionals, but were surprised to find a lack of permanent employees who were active professional networkers : Professional Social Networking requires both a urge to do so and a way of life that are not frequent outside the milieu of entrepreneurs.
  • After having analysed it, it appeared like an extremely sophisticated, well thought, optimised media ecology: platforms feed or complement each other
  • Being a reference among one ’ s peers. They blogged to get professional visibility, exchanged links and papers to appear as thought leaders. They promoted themselves to promote their products and services.
  • Improving one ’ s project or product. They published ideas or prototypes, got comments, measured reactions, and iteratively improved these first tries.
  • Searching and following people. They checked people online identity, recruited employees and partners, evaluated if they were “ on the same wave length ” . Ryan recruited 2 persons he had followed on Twitter
  • SNS partly replaced emails, planned meetings, exchanges on specific projects Sabine uses Facebook in her distributed team to get a feeling of being together despite physical distance

Bauwens Kloetzer professional use of social media Bauwens Kloetzer professional use of social media Presentation Transcript

  • Social medias: What opportunities, what threats? May 2010 V. Bauwens, L. Kloetzer, S. Schlegel With the Dundee team : C. Albrecht, D. Connelly, N.Gupta
  • What does the Business User Observatory do? Business User Observatory: we observe how people collaborate daily at work 17.06.11 V. Bauwens, L. Kloetzer
  • Why are we here today? Share learnings from our social media study, debate about future developments
    • We did a user study:
    • We met 45 lead users across Europe
    • To study how they use SNS daily professionally
    17/06/11 V. Bauwens, L. Kloetzer
    • Our questions were:
    • Are social media a buzz?
    • Who is using them?
    • What does it bring them ?
    • What impact for Swisscom?
  • Who did we meet? 17.06.11 V. Bauwens, L. Kloetzer
  • Who did we meet? Ryan : the Tweeter (London) 17.06.11 V. Bauwens, L. Kloetzer
  • Who did we meet? Jule : the Busy Bee (Berlin) 17.06.11 V. Bauwens, L. Kloetzer
  • Key findings from our research 17.06.11 V. Bauwens, L. Kloetzer
  • Who are the Lead Users? Entrepreneurs - no full time employee in large corporations
    • “ As a permanent employee, you don ’ t need to be such an active networker. If you don ’ t do it, you still get a paycheck. If I don ’ t do it, (as a small business owner) nobody will do it, and I won ’ t get a paycheck ”
    17.06.11 V. Bauwens, L. Kloetzer
  • Which SNS are used ? Rich, interrelated, almost for free media ecology 17.06.11 V. Bauwens, L. Kloetzer
  • How do they manage their tools? With a very clear strategy 17.06.11 V. Bauwens, L. Kloetzer
  • How much do they use these sites? MASSIVE amount of time
      • “ It ’ s part of breakfast and it ’ s part of going to bed ”
      • “ It is not any more a tool, it is a way of life ”
      • “ People would probably think that I am dead if I stop posting on Twitter ”
    17.06.11 V. Bauwens, L. Kloetzer
  • Is privacy an old-fashioned concept ? Not really… they hypermanage their public face
    • “ I take seriously what I publish online, I know that this content will never disappear, it will still be there in 10 years and I must not be ashamed of it.
    • But when you are aware of the ways these tools work, you can meanwhile be very free in what you decide to do. I try to be very authentic not to regret what I wrote in the future. ”
    17.06.11 V. Bauwens, L. Kloetzer
  • What did they do with social media and why? 17.06.11 V. Bauwens, L. Kloetzer
  • Why do they use social media? Because social media are extremely impactful and that, without any cash out
    • Without any cash out
    • Without any geographical constraints,
    • They can potentially reach « millions » of people
    • And manage a big part of their main operational activities
    17.06.11 V. Bauwens, L. Kloetzer
  • Concretely, what do these expert users do with social media? 8 main use cases 17.06.11 V. Bauwens, L. Kloetzer
    • Business Promotion:
    • reaching customers
    2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: And even supporting each other 8. Knowledge sharing: Debate around topics
  • Use case 1: business promotion, reaching customers Reach partners or customers that you would not have been able to meet – and that for free 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics 17.06.11 V. Bauwens, L. Kloetzer
    • Business Promotion
    • reaching customers
    Jule has direct exchange with cooks in hotels about recipes with honey
  • Use case 2: business intelligence, data mining Watch your market in innovative ways and that for free 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics 17.06.11 V. Bauwens, L. Kloetzer
    • Business Promotion
    • reaching customers
    Guru and downloaded 589 profiles on LinkedIn . He made several graphs and charts highlighting regions of interest, investment and potential opportunities
  • Use case 3: establishing a reputation, spreading influence Become a reference for your peers, the base for selling one ‘ s product 17.06.11 V. Bauwens, L. Kloetzer 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics
    • Business Promotion
    • reaching customers
    „ I would not be where I am without my blog “
  • Use case 4: Testing ideas - prototyping Getting fast and cheap feedbacks to improve one ‘ s roduct 17.06.11 V. Bauwens, L. Kloetzer 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics
    • Business Promotion
    • reaching customers
      • Akash tests his ideas by publishing them on his blog and then on the social media
      • He then collects feedbacks , measures of interest, and tunes his ideas accordingly
  • Use case 5 : People sensemaking, getting to know people Remain upadated about others, even without meeting them 17.06.11 V. Bauwens, L. Kloetzer 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics
    • Business Promotion
    • reaching customers
      • Guru uses LinkedIn to gain in-depth knowledge about potential business clients, executives, vendors or buyers they are about to meet
  • Use case 6: daily collaboration, feeling together An efficient communication channel 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics 17.06.11 V. Bauwens, L. Kloetzer
    • Business Promotion
    • reaching customers
    Ryan SNS replaced most emails, planned meetings, exchanges on specific projects by Twitter
  • Use case 7: customer support, even supporting each other Solving on the spot issues before they spread,customers supporting each other 17.06.11 V. Bauwens, L. Kloetzer 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: And even supporting each other 8. Knowledge sharing: Debate around topics
    • Business Promotion
    • reaching customers
    Stefan uses Twitter extensively for customer interaction . If he sees someone comment about a technical bug , he sends them a quick message
  • Use case exemple 8: knowledge sharing, debate Learning from others, sharing, building team ’ s knowledge, and reputation 17.06.11 V. Bauwens, L. Kloetzer 2. Business Intelligence: data mining 3. Establishing a reputation : spreading influence 4. Testing ideas: prototyping 5. People sensemaking: Getting to know people 6. Daily collaboration: Communicating feeling together 7. Customer support: Customer supporting each other 8. Knowledge sharing: Debate around topics
    • Business Promotion
    • reaching customers
    • Khiladi discusses telecom and stock market with the customers and talk about newly released products .
    • He calls it „ active engagement “ with the customers which makes the dynamic interaction more meaningful as his team is always „on it “ .
  • So what? 17.06.11 V. Bauwens, L. Kloetzer
  • Social media, a new communication channel? Yes, and one that will remain
    • Social media will remain tomorrow ,
      • even though, they might not be called « Facebook » or « Linkedin »
    • They are too useful business tools to disappear
    17.06.11 V. Bauwens, L. Kloetzer
  • Will Facebook and other social media replace the ubiquitous email? No, it will decrease its usage but not replace it
    • Emails will remain for:
      • Information: one to one or one to a limited user group
      • Coordination
    • Social media will replace emails in specific situations:
      • When a debate between several parties has to take place
      • When one wants to inform an undefined range of persons
    17.06.11 V. Bauwens, L. Kloetzer
  • Are social media for any company? Yes, BUT one has to weigh beforehand the risks and benefits and have a clear strategy Online support Systematic brand or product watch Looking for information about someone 17.06.11 V. Bauwens, L. Kloetzer Identify and follow actors in a community Test ones product with customers Open a Facebook page about one ’ s company Less visible or passive presence: less risky More active presence: more risky
  • Are social media for any type of industry? Yes, BUT potential risks/benefits, strategy to adopt are different depending on the industry 17.06.11 V. Bauwens, L. Kloetzer
    • Business Promotion
    2. Business Intelligence 3. Establishing a reputation 4. Testing ideas 5. People sensemaking 4. Testing ideas 3. Establishing a reputation 2. Business Intelligence 5. People sensemaking Less visible or passive presence: less risky More active presence: more risky 6. Daily collaboration 7. Customer support 8. Knowledge sharing 8. Knowledge sharing
  • #Merci… Valérie & Laure [email_address] +41 79 244 04 21 [email_address] +41 79 249 10 87