Ama Webinar V5 Do You Need a Social Network


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An AMA Slideshow discussing Corporate Social Networks.

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  • Ama Webinar V5 Do You Need a Social Network

    1. 1. To hear the audio portion of today’s presentation, you must dial in: Participants (US & Canada, Toll Free): 800 954 0622 Participants (international): +1 212 231 2907 AMA Marketing Effectiveness Online Seminar Series Anna Carbonara American Marketing Association
    2. 2. Check out the AMA website
    3. 3. Commonly Asked Questions 1. Will I be able to get copies of the slides after the event? 2. Is this web seminar being taped so I or others can view it after the fact? Yes Yes
    4. 4. Ramius Corporation <ul><li>Do You Really Need Your Own Social Network? </li></ul>
    5. 5. <ul><li>In August 2008, we presented an AMA webinar about Building Corporate Social Networks and asked: </li></ul>Is social media really changing the world?
    6. 6. <ul><li>Yes, it is. </li></ul>
    7. 7. <ul><li>Today, we are going to discuss our thoughts about: </li></ul><ul><li>The value of the social web to business </li></ul><ul><li>Building a presence on existing social networks </li></ul><ul><li>Building your own social network </li></ul><ul><li>Combined approaches </li></ul>
    8. 8. <ul><li>The Social Web encompasses a wide variety of sites (not just “web 2.0”) </li></ul>Online Communities Newsgroups, Google Groups, Yahoo Groups, forum-based communities Social Networks Mainstream in 2006 with FB and MySpace clear public leaders, emerging “enterprise” versions Blogs Well accepted and well read with a strong “Blogosphere” community Specialty Social Sites Twitter for micro-blogging, Flickr,, YouTube, Epinions, GetSatisfaction, etc.
    9. 9. <ul><li>Blogs and Social Networks are leading the way </li></ul><ul><li>“ Social networking is a greater percentage of online activity than email” </li></ul><ul><li>“ One in every 11 minutes online globally is accounted for by social network and blogging sites” </li></ul><ul><li>“ Nielsen found that Facebook remained the most popular social-networking destination around the world, and user attention rocketed by 566 percent from a year ago.” </li></ul><ul><li>Mark Hachman (PC World, March 10, 2009) </li></ul>
    10. 10. <ul><li>The value of social networks to business extends way beyond traditional marketing </li></ul><ul><li>Reach </li></ul><ul><li>Binding </li></ul><ul><li>Engagement and collaboration </li></ul><ul><li>Real time pulse </li></ul><ul><li>New ways of working </li></ul><ul><li>Organic discovery </li></ul><ul><li>Productivity </li></ul><ul><li>Influence </li></ul>
    11. 11. Ways to get involved? This presentation only compares the last two Advertise Build presence on existing social networks Build your own social network
    12. 12. Building a presence on existing social networks
    13. 13. Source: Nielsen Online, US, January 2009
    14. 14. <ul><li>When does it make sense? </li></ul><ul><li>Large community exists </li></ul><ul><li>Unbounded reach </li></ul><ul><li>&quot;Listen, Talk or Energize” </li></ul><ul><li>Type of brand </li></ul><ul><li>Consumer focus </li></ul><ul><li>Budget </li></ul>
    15. 15. <ul><li>To know which to join, it’s important to ask yourself some questions first </li></ul><ul><li>Is your brand or purpose already represented somewhere? </li></ul><ul><li>Where is your audience gathering now? </li></ul><ul><li>What are their habits and preferences? </li></ul><ul><li>How much time do you have to commit to this? </li></ul><ul><li>What are you realistically trying to do? </li></ul>
    16. 16. <ul><li>This isn’t an easy option </li></ul><ul><li>To be effective, it requires planning, constant monitoring, regular participation, careful thought and lots more </li></ul>
    17. 17. <ul><li>There are tools (many are free) to help you operate effectively </li></ul><ul><li>Social media monitoring software or services: TweetDeck, FriendFeed, Google Alerts, Yahoo Pipes, coComment, IntenseDebate, Commentful, etc. </li></ul><ul><li>Professional social media monitoring services: Radian6, DNA13, Swix, etc. </li></ul><ul><li>Profile and contact list aggregation:, etc. </li></ul><ul><li>Widget platforms: Clearspring, Widgetbox, etc. </li></ul>
    18. 18. <ul><li>Common pitfalls or things to watch out for… </li></ul>
    19. 19. <ul><li>Common pitfalls or things to watch out for… </li></ul><ul><li>Same messages, different medium </li></ul><ul><li>No monitoring </li></ul><ul><li>Static presence </li></ul><ul><li>Shaping dialogue </li></ul><ul><li>Single social network </li></ul>
    20. 20. <ul><li>Limitations to consider: </li></ul><ul><li>You’re not privy to all the conversations that occur </li></ul><ul><li>Fragmented relationships </li></ul><ul><li>Uncontrolled advertising </li></ul><ul><li>Targeting populations </li></ul><ul><li>Reporting and analytics </li></ul>
    21. 21. Build and attract people to your own social network
    22. 22. <ul><li>When does it make sense? </li></ul><ul><li>Branding control </li></ul><ul><li>Existing groups fragmented </li></ul><ul><li>Deep insights, stronger engagement </li></ul><ul><li>B2B or “exclusive” B2C </li></ul><ul><li>Control the user experience </li></ul><ul><li>Own the data </li></ul><ul><li>Privacy concerns </li></ul><ul><li>Integration </li></ul><ul><li>Advanced analytics </li></ul>
    23. 23. <ul><li>Common pitfalls or things to watch out for… </li></ul>
    24. 24. <ul><li>Common pitfalls or things to watch out for… </li></ul><ul><li>No clarity of purpose </li></ul><ul><li>Poor user experience </li></ul><ul><li>Unsustained commitment </li></ul><ul><li>Inappropriate budget </li></ul><ul><li>Not benefiting from viral expansion </li></ul><ul><li>“ Cold start” effects </li></ul>
    25. 25. <ul><li>Limitations to consider: </li></ul><ul><li>Operational / financial burden </li></ul><ul><li>New skills required </li></ul><ul><li>No easy exit </li></ul><ul><li>Growing adoption </li></ul>
    26. 26. <ul><li>Four approaches that can work </li></ul>Starting with a strong presence on public networks before building anything custom Combining use of both public and private social networks Piloting private social networks before fully committing Adding social elements to traditional campaigns to gain experience
    27. 27. <ul><li>Combining public and private social networks: </li></ul><ul><li>Facebook Connect / Google Friend Connect </li></ul><ul><li>Embedding widgets / applications </li></ul><ul><li>Read & write data via API </li></ul>
    28. 28. So, do you really need your own social network?
    29. 29. <ul><li>No , but… </li></ul>
    30. 30. <ul><li>Whichever you choose, it must… </li></ul><ul><li>Be relevant to your audience </li></ul><ul><li>Stimulate a conversation and emerging purpose they can influence and control </li></ul><ul><li>Remain real and unfiltered </li></ul><ul><li>Go beyond “just another medium” </li></ul>
    31. 31. Sixent Enterprise
    32. 32. <ul><li>Sixent is everything you need to create a vibrant social network for your company </li></ul><ul><li>Multiple profiles </li></ul><ul><li>Status update micro-blogging </li></ul><ul><li>Open conversations (profile “wall”) </li></ul><ul><li>Real-time Activity Stream </li></ul><ul><li>Groups for collaboration </li></ul><ul><li>Selective content sharing </li></ul><ul><li>Categories for contacts </li></ul><ul><li>Strong visibility & sharing controls system </li></ul><ul><li>Direct Email and Group broadcasts </li></ul><ul><li>Administrative and support controls </li></ul><ul><li>Integrates with existing corporate systems </li></ul><ul><li>Integrates with Google Analytics </li></ul>
    33. 33. <ul><li>Sixent Enterprise Program </li></ul><ul><li>6 months no cost use of the platform to “pilot” it at your organization </li></ul><ul><li>Only pay for the initial setup </li></ul><ul><li>Branding and basic customizations to the platform included </li></ul>
    34. 34. <ul><li>Thanks for your patience We have time for some questions </li></ul><ul><li>Any questions we don’t answer right now, we promise to address on our community at </li></ul><ul><li>Or download free web resources from our website at </li></ul>
    35. 35. For More Information on our host, ReadyTalk , visit Thank you for your Participation! To replay this webcast: To download a copy of todays slides: Questions for the AMA: [email_address] If you’d like to receive the AMA’s monthly Media Digest containing information about upcoming webcasts, radio shows and podcasts, email [email_address] to subscribe.