All About Steve: The Story of Steve Jobs and Apple from the Pages of Fortune
Things happen fairly slowly you know. They do. These waves of technology, you can see them way before they happen, and you have to chose wisely which ones you're going to surf. If you choose unwisely, then you can waste a lot of energy, but if you choose wisely it actually unfolds fairly slowly. It takes years. Steve Jobs, Fortune, 17 March 2008
Cluetrain Manifesto April 1999 95 Theses 1. Markets are conversations.
Meatball Sundae: Is Your Marketing Out of Sync?
"the fundamental interconnectedness of all things"
Dell Hell Jeff Jarvis posts - Dell lies. Dell sucks on 21 June 2005
Dear Mr. Dell Jeff’s advice to Michael Dell - 17 August 2005
Dear Mr. Dell <ul><li>Read blogs. </li></ul><ul><li>Talk with your consumers. </li></ul><ul><li>Blog. </li></ul><ul><li>Listen to all your bad press and bad blog PR and consumer dissatisfaction and falling stock price and to the failure of your low-price strategy and use that blog to admit that you have a problem. Then show us how you are going to improve quality and let us help. Make better computers and hire customer service people who serve customers. </li></ul>Jeff’s advice to Michael Dell - 17 August 2005
Where are they now? <ul><li>April 2006 - Technical support staff reach out to bloggers </li></ul><ul><li>July 2006 - Started a blog </li></ul><ul><li>February 2007 - Launch IdeaStorm </li></ul><ul><li>2007 spent $150m to improve call centres </li></ul><ul><li>Changed measurement metrics from handling time to time to resolution </li></ul>
Dell introduces the Social Media Listening Command Center December 2010 Round Rock, Texas
Dell LCC results … and around $7m a year extra sales direct from Twitter
Groundswell and Empowered Charlene Li Josh Bernoff Ted Schadler
Monitoring and Measurement 'Not everything that can be counted counts, and not everything that counts can be counted.' - Albert Einstein
Where do your customers hang out? <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Forums </li></ul><ul><li>User Generated Content </li></ul><ul><li>…… they're talking about you </li></ul>
What are you looking for? Influence Sentiment Volume
Can you take a DIY Approach? Getting started Google Alerts Twitter Search Google Reader Netvibes Tweetdeck Hootsuite
Can you take a DIY Approach? Free tools Twitterfall Google Blog Search Blogpulse BoardTracker Boardreader Google Discussions Quarkbase Socialmention Samepoint HowSociable Topsy Klout Twittergrader Trendestics
Are there any wiki resources? http://wiki.kenburbary.com/social-meda-monitoring-wiki
Are there any wiki resources? http:// measurementcamp.wikidot.com /tools-for-measurement
Are there any wiki resources? http:// www.thenewpr.com/wiki/pmwiki.php?pagename = SocialMediaMeasurement.HomePage
In conclusion <ul><li>Social Media isn't going away </li></ul><ul><li>Fear of your own Dell Hell? </li></ul><ul><li>Markets are conversations - get engaged! </li></ul><ul><li>Take a low cost DIY approach to learn </li></ul><ul><li>Then get smart and invest in your version of a Mission Control centre </li></ul>
References http://www.amazon.co.uk/All-About-Steve-Fortune-ebook/dp/B005CRQ29E/ref=sr_1_11?s=books&ie=UTF8&qid=1321250555&sr=1-11 http://www.cluetrain.com/book/95-theses.html http://www.amazon.co.uk/Meatball-Sundae-Marketing-Transforming-Business/dp/0749929480/ref=tmm_pap_title_0?ie=UTF8&qid=1321257880&sr=1-3-catcorr http://en.wikipedia.org/wiki/Dirk_Gently http://www.amazon.co.uk/What-Would-Google-Jeff-Jarvis/dp/0062063359/ref=sr_1_1?ie=UTF8&qid=1321257841&sr=8-1 http://www.buzzmachine.com/archives/2005_06_21.html#009911 http://www.buzzmachine.com/2005/08/17/dear-mr-dell/ https://qs.ketchum.com/browse?p=198 http://groundswelldiscussion.com/groundswell/awards2011/detail.php?id=699 https://qs.ketchum.com/browse?p=201 http://www.amazon.co.uk/Groundswell-Expanded-Revised-Transformed-Technologies/dp/1422161986/ref=sr_1_1?ie=UTF8&qid=1321262207&sr=8-1 http://www.amazon.co.uk/Empowered-Employees-Energize-Customers-Transform/dp/1422155633/ref=pd_bxgy_b_img_b http://forrester.typepad.com/groundswell/2011/06/where-is-your-company-on-the-social-maturity-scale.html http://www.brainyquote.com/quotes/quotes/a/alberteins100201.html http://wiki.kenburbary.com/social-meda-monitoring-wiki http://measurementcamp.wikidot.com/tools-for-measurement http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage http://attentio.com/ http://www.brandseye.com/ http://www.buzzcapture.com/ http://www.brandwatch.com/ http://reputation.distilled.co.uk/ http://www.trackur.com/ http://www.marketsentinel.com/ http://www.radian6.com/ These links for reference only Not for reading