Social Media and KM
What is Social Media?
Why does it matter?
Social Media Action Plan

We speak English - William Dampier’s blog 1699

Social Emotions
“The essential difference between
emotion and reason is that emotion
leads to action, while reason leads to
conclusions.”
Donald Calne, neurologist

Media has changed - 2006
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass media … Technology is
shifting power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people who are
taking control” Rupert Murdoch, Wired July 2006.

Social cosmos

Consumers have a voice

•Internet population Feb : 2009
billion

So what is Social Media?
“Open conversations that
encourage participation
and connect people”
Ian Farmer

Social Networks
6 million (Aug 2009)
40% of Online Pop.

Blogosphere
m
23000

Wikis – collaborative
4m
Podcasts – niche / time shifting

Youtube Videos
m
Bandwidth: 2007 YouTube = 2000 Internet
Jan 2009 – 14.8 billion views
25% have watched online video (with their mobile)
26,500

And other content communities

More and more of us use it

It helps you express yourself

Review stuff, weigh up pro’s and cons

Research company / clients

Research – interview questions

Share things easily

And through the wisdom of crowds

Allows us to discover new stuff

Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan

We now know the truth
76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich

Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”
(global Nielsen survey of 26,486 Internet users in 47 markets)

Who do we believe?

People like ourselves
My friends
Their friends
Shared interest

Social media conversations are recorded

And influence “offline” behaviour

Of those who use used or buy bought
your product / service

For Good

And Not so good

Social media impacts your brands reputation
34% post opinions about products and
brands on their blog
36% think more positively about companies
that have blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3

So that’s why it matters !

Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan

Try and control this?
Consumers are beginning in a very real sense to own our brands and
participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006

Ignore it ?
... But this just eliminates you from the conversation

Social Media action plan
What is Social
Media?
Listen
Why does it
matter?
Social media
action plan Engage
Influence

How to listen to social media?

Search
• E.g. Technorati.com

Knowledge - Social Bookmarking

Alerts
• E.g. www.google.com/alerts

Opinions in real time

Monitoring #Knowledge

Speed Feed reading

Blog Trends

Listen
”The Development of a process
to understand the conversations,
and action the insights”
Ian Farmer

FORUMS
Real time feedback : Grad recruitment exposed !

Recorded Experiences

Reactions to current issues

BRAND mentions

Discover consumer insights

The new Focus group?

LISTEN : Social Media services
Listen
Research : opinions in real time
Risk Awareness
Insights Social Media Audit
Permission to Engage Social Media Monitoring Strategy
Monitoring development
Insights reporting
Training
We monitor social media because it provides unsolicited and unbiased consumer opinions about
our products and brands in real time. If a brand, messaging or product problem is identified by
bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments
help us understand early on if something is working particularly well.”
Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.

Social Media Action Plan
Listen
Engage
Influence

It’s PR Jim, but not as we know it!

Cicero’s 9 rules from “On Duties” in 44BC
1. Speak clearly
2. Speak easily, but not too much, give others their turn
3. Do not interrupt
4. Be courteous
5. Deal seriously with serious matters, gracefully with lighter ones
6. Never criticize people behind their backs
7. Stick to subjects of general interests
8. Do not talk about yourself
9. Never lose your temper

Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
Be credible
Be accurate, fair, thorough and transparent.
Be consistent
Encourage constructive criticism and deliberation. Be cordial, honest and
professional at all times.
Be responsive
When you gain insight, share it where appropriate.
Be integrated
Wherever possible, align online participation with other offline
communications.
Be a civil servant
Remember that you are an ambassador for your organisation. Wherever
possible, disclose your position as a representative of your department or
agency.

“PARTICIPATION PARTICIPATION PARTICIPATION
is the new LOCATION LOCATION LOCATION”
Ian Farmer

Social Media engagement policy?
or

GM’s FASTLANE blog
"These people have a great deal of
influence, not just on what we read,
but on the cars their friends and family
purchase.“
Bob Lutz, the vice chairman of General Motors,

Engage - Lobby the government

Identify where else to engage?

You Tube presence

BRITA Facebook

Be transparent - Ugly rocks !
• 47.7 million views
• 125,000+ comments
• In 7 days !

Engagement integration
Involve your audience >10K ideas US $1mill rev

Social Media press releases
http://rm.guinness.com.au/smpr-250?noac=true

Social learning

Crisis Response training

For when the Rats take over !!

Social Media services
Engage
• Feedback: discussion channels
• Increase Customer Service
• Exhibit Leadership : Sharing POVs
• Innovation: Source of Ideas
• Growth: reduced cycles times
• Self awareness
• Opportunity to Influence
Policy
Engagement integration
Corporate / brand blogs
Identify & track engagement
Social Media Presence (YouTube, Facebook,
Wikipedia)
Social Media Press Release
Crisis response training

Social Media Action Plan
Listen
Engage
Influence

1000 entries, 5.5 million votes

Identifying key influencers

Recruit and reward evangelists

Influence via cause marketing

Bushfire widget
• Developed in 2 days
• 90K views
• 1:722 viral ration
• 25% interacted
• 5,504 donations

Make it easy for people to tell others

Establish conversational metrics

Influence
“Measuring the results of how you effect
social media, then using that insight to
stimulate conversations, making it easier
for people to recommend and sample
your products”
Ian Farmer

Social Media services
Influence
• Expand touchpoints
• Measurement of campaigns
• Risk mgmnt “Ask the audience”
• Build loyalty & Identify Evangelists
• Collaboration opportunities
• Word of mouse!
Influence Identification
Loyalty & evangelist
programs
Campaign metrics
Word of Mouth Marketing
Internet is twice as influence of TV and 8 times that of Print
(source: Digital Influence Index study Fleishman-Hillard)

Social Media action plan
What is Social
Media?
Listen
Why does it
matter?
Social media
action plan Engage
Influence

Social Media – continuous learning
• Don’t FAIL to LEARN
• DO FAIL to LEARN

More information
Ian Farmer
ian@frontiering.com.au
+61 417 460 518
www.twitter.com/ifarmer
www.linkedin.com/in/ifarmer
Ian’s blog : http://frontiering.com.au