http://www.robertogrossi.net Roberto Grossi

Definitions (from Wikipedia)
Social media are media designed to be
A social network is a social structure disseminated through social interaction,
made of individuals (or organizations) created using highly accessible and
called "nodes," which are tied scalable publishing techniques. Social
(connected) by one or more specific media supports the human need for
types of interdependency, such as social interaction, using Internet- and
friendship, kinship, financial exchange, web-based technologies to transform
dislike, sexual relationships, or broadcast media monologues (one to
relationships of beliefs, knowledge or many) into social media dialogues (many
prestige. to many)

In other words …
Conversations happening on:
• Blogs
• Microblogs
• Wikis
• Photo sharing websites
• Video sharing websites
• Social Networks
• RSS
• Forum
• Chat
• Podcast
• Bookmarking
• Virtual worlds
It is like being at a business reception
cocktail without time or space constraints.

Some figures …
2/3 off the global internet population visit social networks (1)
Visiting social sites is now the 4th most popular online activity – ahead pf personal email (1)
Time spent on social networks is growing at 3x the overall Internet rate, accounting ~10% of
all internet time (1)
13 Million articles available on Wikipedia
1382% the monthly growth rate of Twitter users from January to February 2009
3.000.000 the average number of messages (“Tweets”) per day on Twitter
93% of social media users believe a company should have a presence in social media (2)
1: Nielsen, Global Faces & Networked Places, 2009
2: Cone, Business in Social Media Study, September 2008

Impact on the final customer
Consultative selling 1:1 • WWW
• Relations
• Word of mouth (WOM)

New types of networking
relationships
Dentro = Out
Fuori = In
Mercato = Market
Personale = Employees
Source: Impresa 4.0, Franco Giacomazzi – Marco Camisani Calzolari

New challenges for enterprises
• Enhance comunications towards employees, market
and shareholders
• Listen (from communications to conversations)
• Monitor conversations (which are out of their
control):
• Market   Market (Out – Out)
• Stakeholders  Stakeholders (Out – Out)
• Employees Employees (Out – Out)
Entreprise communications cannot afford to ignore
Social Media
Source: Impresa 4.0, Franco Giacomazzi – Marco Camisani Calzolari

Customer Service

Public Relations

Collaboration & Loyalty

Innovative services

Not only for large corporations

How Social Media can help SMEs?
• Monitor their brand identity
• Test and get feedbacks on new products
• Low cost alternative to PPC campaigns
• Increase web visits and conversions
• Share their brand via “network friends” (viral)
• Product/service alerts via “tweets”/messages
Social Media Marketing strategy should be seen
as complementary and not as an alternative

What is happening in Italy
Bocconi’s market research
(9/2009) on 100 Italian
companies :
• 35% tradizional web
• 23% web used to increase interaction
with clients
• 22% social media adopted as THE
communication channel
• 20% various reactive approaches
“First to Market” opportunity is still there !
Source: Social Media Monitor, Cento aziende nella rete, di Paola Dubini e Martino Garavaglia

Social Media Marketing for SMEs:
Critical success factors
• Does it fit with company’s prospect and client
base?
• Continuous dialogue (simply being there is not
sufficient)
• Make sure social media presence protects
company’s brand?
• Measure ROI
• Enough time and resources to allocate?

http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html
Outsourcing could be the solution!

If you want to know how I can help
your company
Blog: http://www.robertogrossi.net
Roberto Grossi Twitter: @grossiro1
Social Media
Linkedin: http://www.linkedin.com/in/robertogrossi
Temporary Manager
This presentation can be found on:
http://www.slideshare.net/grossiro