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Social Media   For Km Round Table

Social Media For Km Round Table



Social Media - What is it, why it matters, and a 3 step action plan for business

Social Media - What is it, why it matters, and a 3 step action plan for business

Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009



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    Social Media   For Km Round Table Social Media For Km Round Table Presentation Transcript

    • 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.
    • 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