Ric Pratte presents "Social business, looking at the road ahead"

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PechaKucha Night was devised in Tokyo in February 2003 as an event for young designers to meet, network, and show their work in public. …

PechaKucha Night was devised in Tokyo in February 2003 as an event for young designers to meet, network, and show their work in public.
It has turned into a massive celebration, with events happening in hundreds of cities around the world, inspiring creatives worldwide. Drawing its name from the Japanese term for the sound of "chit chat", it rests on a presentation format that is based on a simple idea: 20 images x 20 seconds. It's a format that makes presentations concise, and keeps things moving at a rapid pace.

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  • Keeping it Real(time): A look at the challenges and opportunities of social business What does being a ‘social’ business really mean? In today’s landscape, running a Facebook page and Twitter feed just aren’t going to cut it. How do you move your organization from being listeners to engagers? How do you socialize your workforce and why do it? Join us as Ric Pratte, Director of Meltwater Buzz explores the journey of companies who have successfully navigated these waters and are now reaping the benefits of socializing their business.  
  • Compare other mediums with the ability for so few to impact so many outside the organization so quickly Have 4 pictures: Print; Phone; Fax; Web page At no time have we been out of the customer control than we are becoming. Moving from a master slave relationship to peer to peer. It’s changing the very nature of the customer business relationship.
  • Entry points to your company will come from all over firm. If I want to find some info I ask my social network; they give me a connection of someone they know. I look on LinkedIn or Facebook who works there and I connect with them. There is no single point of entry , there is no telephone switch board. Every one must must be able to connect
  • Entry points to your company will come from all over firm. If I want to find some info I ask my social network; they give me a connection of someone they know. I look on LinkedIn or Facebook who works there and I connect with them. There is no single point of entry , there is no telephone switch board. Every one must must be able to connect
  • Let’s look at a canadian case study. How Reebok has changed their markeing to focus on social media and reviving their CCM brand by getting back in touch with their grass roots
  • Droping the Social puck. It started around the 2009 Winter Classic. Reebok aired TV spots in which the ending of the fast action video was only available on Facebook. On that game day, they went from 8K to over 20k facebook fans.
  • They now have around ¼ million FB fans and have regular dialog and conversations with their fans. In fact the web site is now thought of as their on-line ‘catalog’ facebook, twitter & youtube is where they talk to the hockey community and connect to the fan base.
  • They now have around ¼ million FB fans and have regular dialog and conversations with their fans. In fact the web site is now thought of as their on-line ‘catalog’ facebook, twitter & youtube is where they talk to the hockey community and connect to the fan base.
  • It’s great to have many thousands of facebook fans. This is great in building brand awareness. But how do you go from awareness to loyalty? Bring your core target market even closer!
  • Find people with passion, knowledge, reach and influence. Connect and build a relationship with them. These people aren’t always talking about CCM. They are real people sharing their passion for hockey. Demonstrate that CCM is the brand for REAL hockey players. Now as new products are announced they have trusted people on the ice sharing the passion and amplifying the message.
  • 38.9% of firms manage prospects and candidates with social media tools. (A recent but separate study of Fortune 500 firms noted 45% include links to social media embedded on the career page sections.) 36.1% survey respondents

Transcript

  • 1. S o c ia l B u s in e s s Looking at the Road Ahead Ric Pratte Director, Agency Partner Program Meltwater Group @RicPratte1 @RicPratte @GrtrManchester
  • 2. Meltwater Group • Founded 2001 in Oslo, Norway • 20,000+ active customers • 57 offices in 29 countries • HQ in San Francisco • 1,000+ employees worldwide • $130M+ in revenue • 2,000+ social media customers • Acquired JitterJam March 20112 @RicPratte @GrtrManchester
  • 3. Social Media is the most transformative communications medium in the history of business@RicPratte @GrtrManchester
  • 4. The nature of communications changedM a s te r- P e e r- S la v e t o -P e e r@RicPratte @GrtrManchester
  • 5. @RicPratte @GrtrManchester
  • 6. How do people feel about us? Attracting great people Brand AwarenessImproving Who is ready business to buy?processes What does the How can we help you? market need? @RicPratte @GrtrManchester
  • 7. The Marketing Journey @RicPratte @GrtrManchester
  • 8. 8 @RicPratte @GrtrManchester
  • 9. Their social media journey started with the 2009 Winter Classic9 @RicPratte @GrtrManchester
  • 10. Facebook became the primary destination to have fans interact with the brand10 @RicPratte @GrtrManchester
  • 11. Now other properties point people to interact on Facebook11 @RicPratte @GrtrManchester
  • 12. Now revive the CCMbrand by connectingwith consumers not just • Reebok/CCMfans • They have moved away from traditional media • Building their interaction to the hockey community • Focusing on building connections and influencers within their consumers @RicPratte @GrtrManchester
  • 13.  Grass roots  KnowledgeableBuilding a network of  Trustedinfluencers and brandambassadors @RicPratte @GrtrManchester
  • 14. R e c r u it m e nt14 @RicPratte @GrtrManchester
  • 15. Employment Brand vs. Consumer brand • What is it like to work for? • Boeing • Raytheon • Comcast • Difference in messaging • Opportunities • Conversations • Career Growth • Employee buzz15 @RicPratte @GrtrManchester
  • 16. Social Recruitment Use Cases16 @RicPratte @GrtrManchester
  • 17. Social Recruitment Use Cases17 @RicPratte @GrtrManchester
  • 18. Social Recruitment Use Cases18 @RicPratte @GrtrManchester
  • 19. Social Recruitment Use Cases19 @RicPratte @GrtrManchester
  • 20. @RicPratte @GrtrManchester
  • 21. “Social media will go from being a job to being a skill” Jay Baer@RicPratte @GrtrManchester