Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison

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Within Social Media Week London 2013 The Patchwork Elephant Team ran an event discussing the future of Social Business (or what some people call Enterprise 2.0) - about using social tools inside as well as outside the organisation, for internal and external teams to collaborate to make business more effective. We ran a similar event within the February 2010 edition of Social Media Week London. We called it "Social Media in Enterprises - The Elephant in the Ecosystem" and we used a patchwork elephant to symbolise the theme - it's a patchwork elephant because it's very large, in the room, but it's hard to see the whole thing!

Business models are changing, and social technologies are ever more important in the way we work, but where are we really? 8 Different speakers asked:

* How has social business evolved?
* What is the current state?
* How does social integrate with our systems and processes today?
* What are the challenges for implementation and achieving success?
* Where are we headed?

Our speakers were:

Alan Patrick - Broadsight (and The Patchwork Elephant Team)
Janet Parkinson - Technotropolis (and The Patchwork Elephant Team)
Will McInnes - NixonMcInnes (author of Culture Shock)
Mat Morrison - Starcom MediaVest Group (World's Oldest Living Social Media Guru™)
Luis Saurez - IBM (famous for living outside of the inbox)
Neil Usher - WorkEssence
Anne-Marie McEwan - The Smart Work Company (author of Smart Working: Creating the Next Wave)
David Terrar - D2C (and The Patchwork Elephant Team)

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  • This is me. Mediaczar. I have more than 5000 followers, so I'm probablyquite popular, and you should listen to me.
  • Although I'm not as popular as my evil twin, Evilczar. He has twice as many fans as I do, although I have reason to believe he may have bought those followers.Today's presentation is a bit of a collaboration between the two of us. I hope that won't upset you. Or confuse you.
  • This is how most of us use Facebook most of the time. We go to Facebook.com, and never leave that page. All the stories about our friends and all the photographs they took and all the things they shared are there.
  • When it comes to Facebook Pages, this means that – once they’ve liked your Page, they’re not going to come back. Yes – people visit brand Pages from time to time – but that’s actually pretty rare. We’ll see how rare in a moment.So they like your Page, but they see your Posts in their News Feed alongside the posts from their friends.
  • While this isn’t obvious at first, if you think about it, you’ll see why this has to be true.Let’s say I join Coca Cola’s Page. Coke has 60m fans – around the population of the UK. If Facebook shared the activity of those 60m people on Coca Cola’s Page into my newsfeed, then I’d be swamped. It would be ridiculous. These people aren’t my friends. I’ve told Facebook that I want a direct relationship with Coca Cola. So Coke’s posts may turn up in my feed (along with any comments from my fellow fans). But I’ll never see any conversation initiated by the other 60m unless I choose to visit the Page.Which we’ve more or less established that I will NEVER do.
  • Peer comments on UGC posts represent more than 60% of UGC follow-up, and almost 30% of all content posted on the Cineworld Timeline.Further investigation suggests a vanishingly small subset of followers are responsible for a majority of this content: a mere 38 users (4% of unique UGC commenters) create 80% of the follow-up content on all UGC. While Cineworld should take pride in this, we recommend caution when extrapolating from this behaviour.It is unlikely to scale well.
  • http://blog.magicbeanlab.com/networkanalysis/how-should-page-admins-deal-with-flame-wars/
  • Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison

    1. 1. SMG PRESENTATION TEMPLATE
    2. 2. THIS IS ME @MEDIACZAR Mat Morrison @mediaczar World's Oldest Living Social Media Guru™. Hangs around Starcom MediaVest Group. No disclaimer is sufficiently powerful to justify these opinions. London · blog.magicbeanlab.com 17,450 1,024 TWEETS FOLLOWING 5,277 17 FOLLOWERS
    3. 3. @EVILCZAR (ALSO ME) Evil Mat Morrison @evilczar Gollum to @mediaczar's Smeagol. Social media #uberninja and passionate coach. Secret millionaire philanthropist. Hates hobbitses. London · mczar.me/evilczar 129 2,472 TWEETS FOLLOWING 10,194 17 FOLLOWERS
    4. 4. 24 SEPTEMB
    5. 5. 24 SEPTEMB
    6. 6. 23 MAY
    7. 7. I don't want to sweep hate speech under the rug and pretend it didn't happen, any more than I want to give it a platform from which it can be repeated. The personal abuse -- verging on persecution -- is actually prohibited in GameSpot's Terms of Use, and yet it runs rampant across the site. I don't want to contribute to it anymore. I'm not sure where this show is going in the future, if I'm honest, but I can tell you right now that I don't like the way that our community currently treats the concept of the comment box. 20 SEPTEMB
    8. 8. 20 SOCIAL MEDIA PLATFORMS: NEWS MENTIONS VS MONTHLY USERS NEWS MENTIONS PAST 12 MONTHS (M) 15 10 5 0 0 250 ACTIVE USERS (M) 500 750 1,000 http://emergingspaces.co.uk/the-one-chart-about-twitter-that-you-never-se
    9. 9. #BILLYNOMATES 30 MEDIAN NUMBER OF FOLLOWERS FOR ACTIVE TWITTER http://diegobasch.com/some-fresh-twitter-stats-as-of-july-2012 ACCOUNTS (n = 80 M)
    10. 10. When researchers from the University of Southern California looked at 5.8m microbloggers (and 194m links between them) they found that, on average, both the people a user follows and, worse, those who follow him, have more followers than he does.
    11. 11. OLD POSITIONING (THIS ROOM) http://blogs.hbr.org/20 13/09/twitter-that-oldmedia-darling/
    12. 12. NEW POSITIONING http://blogs.hbr.org/20 13/09/twitter-that-oldmedia-darling/
    13. 13. IS SOCIAL MEDIA THE BEST PLACE? “MOST OF YOUR CUSTOMER SERVICE TWEETS COME AROUND DINNER TIME, JUST WHEN YOUR CS TEAM KNOCKS OFF.”
    14. 14. IS SOCIAL MEDIA THE BEST PLACE? “WE’D RATHER THEY COMPLAINED TO THE MANAGER”
    15. 15. IS SOCIAL MEDIA THE BEST PLACE? “HI, THIS IS MARQUE X. HOW CAN WE HELP YOU?”
    16. 16. IS SOCIAL MEDIA THE BEST PLACE? “OH DEAR. HAVE YOU TALKED TO YOUR DEALER?”
    17. 17. IS SOCIAL MEDIA THE BEST PLACE? “HERE’S THE NUMBER FOR OUR CUSTOMER SERVICES TEAM”
    18. 18. WHAT YOU NEED TO KNOW ABOUT FACEBOOK OPEN NEWS FEED READ STORIES ENGAGE (OR NOT) LEAVE COME BACK LATER HOW PEOPLE USE FACEBOOK
    19. 19. WHAT YOU NEED TO KNOW ABOUT FACEBOOK HOW PEOPLE USE FACEBOOK PAGES LIKE PAGE SEE STORIES (OR DON’T) ENGAGE (OR NOT)
    20. 20. SOMEWHAT LESS OBVIOUS ADMIN POSTS FAN POSTS PUBLISHED TO FAN NEWSFEEDS NOT PUBLISHED TO OTHER FANS’ NEWSFEEDS
    21. 21. WHY THIS MATTERS
    22. 22. “WE WANT TO CREATE A COMMUNITY” COMMUNITY FACEBOOK PAGE LIST
    23. 23. “WE JUST WANT TO LISTEN”
    24. 24. BRAND PAGE (BUDWEISER) 82 747 1,100 Stories posted by F ans 291 C omments on stories posted by F ans C omments from author/poster omments from 128 C P Admins age 353 C omments from P Admins age 5,166 Stories posted by P Admins age C omments from peers 133 Stories posted on BudweiserUK Wall 81 C omments on stories posted by P Admins age 5,033 C ircle area is proportional to volume of activity C omments from F ans
    25. 25. RETAILER (ASOS) omments from 1,116 C author/poster 1,061 1,092 2,591 Stories posted by F ans C omments on stories posted by F ans Stories posted on Wall 1,394 Comments from P Admins age C omments from peers (81) C omments from P Admins age (349) 1,317 Stories posted by P Admins age (31) C ircle area is proportional to volume of activity C omments on stories posted by P Admins age 968 C omments from F ans
    26. 26. OMG WTF? (CINEWORLD) C omments from P Admins age 1,481 5,676 Stories posted by P ublic 6,630 16,469 4,623 C omments on stories posted by P ublic 10,368 C omments from author/poster C omments from peers P osts C omments from P age Admins (282) 954 Stories posted by P age Admins C ircle area is proportional to volume of activity 13,103 C omments on stories posted by P Admins age 12,821 C omments from P ublic
    27. 27. COMMENTS 38 USERS CREATED 80% OF FOLLOW UP USERS
    28. 28. OMG WTF BBQ? (2 DAYS ON WAITROSE) P age Waitrose Data Start 2011-11-08 Data E nd 2011-11-10 T R otal ecords 607 C omments from author/poster 91 86 Stories posted by F ans C omments from P age Admins (4) 431 C omments on stories posted by F ans 336 88 C omments from peers Stories posted on Wall C omments from P age Admins (0) 156 Stories posted by P Admins (2) age C omments on stories posted by P Admins age C ircle area is proportional to volume of activity 156 C omments from F ans

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