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ADPR4300 - Session 7 - Spring 2012
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  • 1. EMERGING AND SOCIALMEDIA IN THE MARKETPLACEMARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300
  • 2. RE: SOCIAL SHARING WHAT IS A SOCIAL BUSINESS?AGENDA / / CLASS DISCUSSION CASE STUDIES MID-TERM ASSIGNMENT QUESTIONS 2
  • 3. RE: SOCIAL SHARINGQUESTIONS ON BOOKMARKING, SOCIAL NEWS, SOCIAL SHARING 3
  • 4. SOCIAL SHARING + BOOKMARKINGWhat are the benefits of social bookmarking? • Allows the storage, management, organization and searching for bookmarks, resources, or assets. • Creates inbound links to your content when in turn drives traffic, increases your page ranking, and encourages sharing. • Distributes content across a variety of services and sites.What are the benefits of social sharing? • Quick and effective way to promote and spread content. • Increases visibility, awareness and influence. 4
  • 5. WHAT DEFINES A SOCIALBUSINESS?DELIVERING ON SOCIAL DNA 5
  • 6. 6
  • 7. SOCIAL BUSINESSOften referenced as a “social business”, “social enterprise” or “enterprise2.0”. It’s not just about social media, but about a new era of collaboration. • An organization that has put in place the strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value. • “A social business isn’t a company that just has a Facebook page and a Twitter account. Social business means that every department, from HR to marketing to product development to customer service to sales, uses social media the way it uses any other tool and channel to do its job.” 7
  • 8. SOCIAL BUSINESSEthan McCarty, Senior Manager of Digital and Social Strategy at IBM: • Social media will be dwarfed by social business. • People do business with people, not companies. • Your employees need to be digital citizens, too. • You don’t need to eat the whole social business elephant in one bite. • A social business can be a good business, too. • Enough already with the useless email chains. • It’s okay to fail as long as you do it quickly. 8
  • 9. “To be a social enterprise, a company needsto embrace transparency as a guidingprinciple for business and engage inconversations with customers whenever andwherever they are talking.”Wendy Lea, CEOGetSatisfaction.com
  • 10. SOCIAL CUSTOMER CUSTOMER SOCIALSATISFACTION LISTENING SALES ADVOCACY PRODUCT FEEDBACK VALUE CREATION SOCIAL SOCIAL BUSINESS BRAND ENGAGEMENT BRAND ENABLEMENT PRODUCT DISCOUNTS PRODUCT INNOVATION RELEVANT CONTENT PROCESS IMPROVEMENT CUSTOMER SERVICE WORK FLOW PROCESS
  • 11. CALL VOLUMEPROBLEMS PRODUCTS VALUE CREATIONPROCESS RETENTION REVENUE
  • 12. SOCIAL BUSINESS 12
  • 13. CLASS DISCUSSIONHOW DO YOU THINK A BUSINESS CAN BENEFIT FROM BEING MORE SOCIAL? 13
  • 14. 14
  • 15. SOCIAL BUSINESS CASE STUDIESBRAND: AT&T • Moving Beyond Social Media • Opportunity to collaborate, brain storm, and provide up-to-the-moment content for people in the field. • Wikis growing faster than any other tool for people in customer service and techs in the field. • Saving $80 Million in Productivity • Social media profiles and collaboration tools to help AT&T benefit internally and externally. 15
  • 16. SOCIAL BUSINESS CASE STUDIESBRAND: Domino’s Pizza • Employees on YouTube • In 2009, employees recorded themselves doing disgusting things. • Poor crisis management. • Reinvented the Brand • Improved product. • Transparency. • Encouraged conversation. • Real-time monitoring. 16
  • 17. SOCIAL BUSINESS CASE STUDIESBRAND: Mint.com • Improved Customer Service and Support • Within the first 90 days of implementing Get Satisfaction, Intuits Mint.com reported a 75% decrease in weekly support tickets. • Self-serve community based support forum that gives consumer the opportunity to share feedback and index questions and responses. 17
  • 18. SOCIAL BUSINESS CASE STUDIESBRAND: Victors and Spoils • Crowd Sourcing Creative Development • Creative agency that is using consumer- created work to expand their team and generate more ideas for brands. • Harley-Davidson • Cages" is a concept that comes out of the motorcycle lifestyle ... typically it meant no cars. • The crowd and Victors & Spoils took "cages" and make it more about liberation from your boring life. 18
  • 19. SOCIAL BUSINESS CASE STUDIES 19
  • 20. ASSIGNMENTFEBRUARY 8, 2012 20
  • 21. ASSIGNMENTFebruary 8, 2012 • Guest Speaker • Submit any questions you have for Sarah Van Elzen (@SarahVanElzen) and connect with her in social channels. • Blog Entries + Comments • Read class members’ blogs by end of week and comment at least twice. (Submit links on D2L). • Twitter • Don’t forget to participate in sharing content on Twitter using the #ADPR4300 hashtag. (At least twice a week) • Readings • Check D2L for appropriate links. 21
  • 22. ASSIGNMENTFebruary 8, 2012 • Mid-term Exam • Teams of three, will need to select a brand for approval by next Wednesday. • Research potential brands and companies. • Collect and analyze the information about the brand or company how they are expanding social and emerging media from a channel to a piece of their workflow and business units. • Describe the problem / opportunity, provide a background on the company or brand, provide any information on the audience, results and any conclusion on the efforts. • Will have a full assignment document on D2L next week for Monday. 22
  • 23. QUESTIONS 23