• Save
Change Comes From Within
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Change Comes From Within

  • 2,081 views
Uploaded on

A talk at HTNG in Lisbon on why 'doing social media' outside the company isn't enough to achieve the adaptability companies need to survive the 21st century.

A talk at HTNG in Lisbon on why 'doing social media' outside the company isn't enough to achieve the adaptability companies need to survive the 21st century.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,081
On Slideshare
1,876
From Embeds
205
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 205

http://winningbysharing.typepad.com 204
http://miclark 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Change comes from within Why social media outside the company isn’t enough Leon Benjamin
  • 2. What’s the story?
    • Social media actually works
        • Case studies and insights
          • British Airways
          • Mornflake (who?)
        • Challenges, limits
    • Why change comes from within
        • The implications of an unstoppable shift to a network economy
        • How to adapt
    • Discussion
  • 3. British Airways – Business Case Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √   √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √   Special offers to subscribers Affiliation √ √   Viral sales Member-Member commerce √ √   Packaging brand products to serve customer's own network Web Services, community, UGC √     Forms deeper customer relationships Competitive research √   √ Access to opinions using polls/surveys Product development & feedback √ √ √ Lower service development costs Peer-to-peer self-help √   √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member
  • 4. British Airways - Metrotwin
    • Social recommendation engine
        • Places & things in London & New York
        • If you like this in London, you’ll like this in New York
    • Innovative use of lists
        • IBM’s experience of lists
        • Twitter launches lists
  • 5. British Airways - Metrotwin
    • Innovative use of Google Maps
        • Improve navigation
        • Easy filtering
        • What’s around my hotel?
    • Twinning
        • Places
        • Areas
    • Indexing
        • The Metrotwin Index
        • Complex algorithm
          • Genuine popularity
          • Prevent ‘gaming’
  • 6. British Airways – Challenges
    • Quality of content
        • How do you guarantee quality?
          • Recruited/vetted specialists in each city
            • ‘ A’ List bloggers
            • Content partners (Radio & web)
            • The Metrotwin Network
          • Incentives
            • (a lot) of BA Miles (per list, per entry)
            • Bragging rights
            • Page rank/links
          • Anyone can sign up but only MT Network can create new entries
          • Other users can rate, suggest twins, comment
        • Images
          • Flickr, image rights and the use of Creative Commons Licensing
    • Getting people to join (seeding/community outreach)
        • Cannot be underestimated whatever the brand
        • Email campaign
          • BA’s Club Card, agencies, partners
        • PR Campaign
          • Conventional print (consumer/trade)
          • Mayor from each city submitting a list
  • 7. British Airways – Challenges
    • Legal & Moderation
        • Hosting User Generated Content (UGC) makes directors responsible
          • Jail time – EU eCommerce Directive
        • Strict terms & conditions of use covers much of the risk
          • Contracts with content partners
        • Moderation
          • Pre-moderation? Post-moderation? Reactive?
          • 24hr coverage
          • Outsourced
            • Transfers a lot of risk – insurance is expensive
        • Names, logos, searches – time consuming!
    • Organisational
        • Multi-agency effort
          • Competing agencies (MadeByMany, BBH, Agency.com, Headshift, Tempero...and others!)
          • Increased complexity & politics
            • Greater effort/cost to deliver
  • 8. British Airways - Outcomes
    • Business Case
        • Achievements
          • Useful tool used/promoted by many customers
            • Brand awareness
            • Deeper relationships
            • 5k-10k ACTIVE users
          • Low maintenance moderation/operational effort
            • Low numbers of deviants
          • Incorporated into BA’s overall marketing mix
            • London-Mumbai coming soon!
          • Good return on investment
            • Recognition of the value of intangibles/relationships
        • Failures
          • Advertising/pass through revenue not nearly enough to cover the operational costs
            • Facebook type volumes required
  • 9. Mornflake – Case Study Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √   √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √   Special offers to subscribers Affiliation √ √   Viral sales Member-Member commerce √ √   Packaging brand products to serve customer's own network Web Services, community, UGC √     Forms deeper customer relationships Competitive research √   √ Access to opinions using polls/surveys Product development & feedback √ √ √ Lower service development costs Peer-to-peer self-help √   √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member
  • 10. Mornflake Video Competition
    • Make a video about your values
        • £15k first prize
        • 10 week campaign
    • Uvizz
        • Innovative use of video technology
          • Groups, reward structure
        • 52 uVizz video submissions
        • 11,000 unique views
        • 20,000 total views
        • 30-90sec clips
        • 5 TV quality commercials
          • Value = £250k
    • Legal
        • Reasonably straight forward
  • 11. Social Media Assets – Flickr
    • Innovative seeding strategy
        • Engaged a network of ‘free thinkers’
        • Open source, authentic approach
    • Created presence in wide variety of ‘destinations’
        • Flickr, Youtube, Twitter, Facebook, blogs
    • Twitter
        • Permission marketing tool
  • 12. Competitive Comparison Web presence indicator Jordans Dorset Mornflake Comment Main site Page Rank 4 5 4 Mornflake catches up Google Search Results 47,800 37,000 21,000 At peak. Currently 14,000. SamePoint Search Results 2,700 5,500 1,600 Reflects the shorter time/less content No. Twitter Followers 330 188 4,000 Surpassed competition.
  • 13. Quantitative Outcomes Target/objective Achieved? Delivered Comment 100,000 registrations X 3138 683 video, 2455 Bag of Oats 20m interactions with the brand X 2m interactions Based on link planting Rich video advertising content √ 51, 30sec-90sec videos £250k market value Customer intelligence √ Qualitative feedback after trying product Cost avoidance of focus groups? Incremental demand for product Cost avoidance (Facebook advertising) √ £50k Based on five month ad campaign to raise awareness (home page ads) Presence all major social media platforms √ Flickr, Youtube, Facebook, Typepad (blog), Twitter 4,000 Twitter followers Improve the selling process to big supermarkets √ Young buyers at supermarkets more aware of product Penetrate new demographics √ See above Engaged new demographic age group 25-45
  • 14. Why isn’t this enough?
    • Mornflake
        • Culture shock
        • Unwilling to ‘take over’
          • Receive training
          • Marketers not given permission to incorporate ‘conversation’ into daily schedule
            • E.g. Maintain blog, Twitter
          • But wants to capture a new demographic?
        • Agency execution
          • Outsourced their personality
          • Danger that new advocates will feel used
    • British Airways
        • Ditto
    • To interact with networks, brands must themselves become networks
        • Adopting social media ‘inside’
          • Changes behaviour
        • Digital (banner) advertising is losing its effectiveness
  • 15. The Big Shift
  • 16. What’s that coming over the hill?
  • 17. The Big Shift
  • 18. The Biggest Story of the 21 st Century?
    • The demise of command and control
        • Massive advances in technology
        • Prosperity to millions
          • But at what cost to humanity, equality , society and the environment?
    • Network organisation as the model of choice
        • There is a spectre haunting the world. The spectre of peer-to-peer
          • Open source production
          • Collaborative capitalism * not * managerial capitalism
        • The future is about less
    • Web 2.0
          • Is about “architectures of participation”
          • Hanging out where your customers are
  • 19. What do these need to survive?
    • Orders
    • Order
    • Stability
    • Continuity
    • Rules
    • Fear
    • Withholding Information
    • Measurement
    • Incentives
    • Competition
  • 20. The Cost of Command & Control
    • Modern Ways Open India’s Doors to Diabetes
        • Got the cash but it comes with ‘issues’
          • Western diet/lifestyle
            • 35m type 2 diabetics. 75m by 2030
    • Work Rage
        • France Telecom’s suicide rate
          • 21 since Feb 2008
            • One more last week despite ‘interventions’
        • 2.6m people in Britain on incapacity benefits
          • Over 60% there courtesy of workplace stress
    • Inequality
        • USA 1950, CEO earns on average 40 X lowest paid worker
        • In 2009, CEO earns on average 4,000 X lowest paid worker
          • Frequently as high as 200,000 X
        • 47m Americans without health insurance
        • In the UK poverty is almost at pre-war levels
    • Environment
        • The economy is a wholly owned subsidiary of the environment
          • The Story of Stuff, An Inconvenient Truth, etc, etc
    • The West: Signs of cracking?
        • US infant mortality, UK & US drop to 17 th & 19 th (out of 19) on preventable deaths
        • 30m Americans on ‘low food security’
        • Education disparity
  • 21. What do these need to survive?
    • Everyone is a leader
    • Everyone sensing, responding,
    • Transparency
    • Trust
    • Peers
    • Agile
    • Adaptable
    • Self-organising
  • 22. The Value of Peer-to-Peer Production
    • Open Source Software
        • Google, Facebook, Yahoo, Amazon, eBay could not exist without Open Source technology
        • Linux & Coase’s Penguin
    • P2P lending
        • Grameen bank, Kiva, Zopa...many others
    • Prosperity without growth
        • Steady state economies
        • Fractional work
    • Creative commons
        • Crowdsourcing is solving some of the world's intractable problems
        • NASA Clickworkers
    • Crowdsourcing
        • “ The future of a country depends less on the nature of its issues, and more on its capacity to invent social structures able to solve them”. Noubel
  • 23. Where to start?
    • Create antibodies & Super Connectors
        • ‘ Chief listening Officer’
        • Sole purpose is to achieve the same levels of productivity being achieved by ‘open source’, peer-to-peer production models
        • No other way to have a continuous dialogue with the market
    • Adopt different tools & methodologies
        • Projects/programmes
          • Bioteams
          • Rowe (Best Buy)
          • Agile development
        • The intranet as a conversation platform
          • Email is important?
            • More private messages sent on social networks than email (as of 2008)
    • Read The Cluetrain Manifesto
        • Published in 2000
  • 24. Change comes from within In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community . Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal
  • 25. Room for discussion?
    • Objects in the mirror are closer than they appear......