Change comes from within Why social media outside the company isn’t enough Leon Benjamin
What’s the story? <ul><li>Social media actually works </li></ul><ul><ul><ul><li>Case studies and insights </li></ul></ul><...
British Airways – Business Case Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & ...
British Airways - Metrotwin <ul><li>Social recommendation engine </li></ul><ul><ul><ul><li>Places & things in London & New...
British Airways - Metrotwin <ul><li>Innovative use of Google Maps </li></ul><ul><ul><ul><li>Improve navigation </li></ul><...
British Airways – Challenges <ul><li>Quality of content </li></ul><ul><ul><ul><li>How do you guarantee quality? </li></ul>...
British Airways – Challenges <ul><li>Legal & Moderation </li></ul><ul><ul><ul><li>Hosting User Generated Content  (UGC) ma...
British Airways - Outcomes <ul><li>Business Case </li></ul><ul><ul><ul><li>Achievements </li></ul></ul></ul><ul><ul><ul><u...
Mornflake – Case Study Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awa...
Mornflake Video Competition <ul><li>Make a video about your values </li></ul><ul><ul><ul><li>£15k first prize </li></ul></...
Social Media Assets – Flickr <ul><li>Innovative seeding strategy </li></ul><ul><ul><ul><li>Engaged a network of ‘free thin...
Competitive Comparison Web presence indicator Jordans Dorset Mornflake Comment Main site Page Rank 4 5 4 Mornflake catches...
Quantitative Outcomes Target/objective Achieved? Delivered Comment 100,000 registrations X 3138 683 video, 2455 Bag of Oat...
Why isn’t this enough? <ul><li>Mornflake </li></ul><ul><ul><ul><li>Culture shock </li></ul></ul></ul><ul><ul><ul><li>Unwil...
The Big Shift
What’s that coming over the hill?
The Big Shift
The Biggest Story of the 21 st  Century? <ul><li>The demise of command and control </li></ul><ul><ul><ul><li>Massive advan...
What do these need to survive? <ul><li>Orders </li></ul><ul><li>Order  </li></ul><ul><li>Stability </li></ul><ul><li>Conti...
The Cost of Command & Control <ul><li>Modern Ways Open India’s Doors to Diabetes </li></ul><ul><ul><ul><li>Got the cash bu...
What do these need to survive? <ul><li>Everyone is a leader </li></ul><ul><li>Everyone sensing, responding,  </li></ul><ul...
The Value of Peer-to-Peer Production <ul><li>Open Source Software </li></ul><ul><ul><ul><li>Google, Facebook, Yahoo, Amazo...
Where to start? <ul><li>Create  antibodies  &  Super Connectors </li></ul><ul><ul><ul><li>‘ Chief listening Officer’ </li>...
Change comes from within In both  internetworked  markets and among  intranetworked  employees, people are speaking to eac...
Room for discussion? <ul><li>Objects in the mirror are closer than they appear...... </li></ul>
Change Comes From Within
Upcoming SlideShare
Loading in...5
×

Change Comes From Within

1,384

Published 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.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,384
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Change Comes From Within

  1. 1. Change comes from within Why social media outside the company isn’t enough Leon Benjamin
  2. 2. What’s the story? <ul><li>Social media actually works </li></ul><ul><ul><ul><li>Case studies and insights </li></ul></ul></ul><ul><ul><ul><ul><li>British Airways </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Mornflake (who?) </li></ul></ul></ul></ul><ul><ul><ul><li>Challenges, limits </li></ul></ul></ul><ul><li>Why change comes from within </li></ul><ul><ul><ul><li>The implications of an unstoppable shift to a network economy </li></ul></ul></ul><ul><ul><ul><li>How to adapt </li></ul></ul></ul><ul><li>Discussion </li></ul>
  3. 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. 4. British Airways - Metrotwin <ul><li>Social recommendation engine </li></ul><ul><ul><ul><li>Places & things in London & New York </li></ul></ul></ul><ul><ul><ul><li>If you like this in London, you’ll like this in New York </li></ul></ul></ul><ul><li>Innovative use of lists </li></ul><ul><ul><ul><li>IBM’s experience of lists </li></ul></ul></ul><ul><ul><ul><li>Twitter launches lists </li></ul></ul></ul>
  5. 5. British Airways - Metrotwin <ul><li>Innovative use of Google Maps </li></ul><ul><ul><ul><li>Improve navigation </li></ul></ul></ul><ul><ul><ul><li>Easy filtering </li></ul></ul></ul><ul><ul><ul><li>What’s around my hotel? </li></ul></ul></ul><ul><li>Twinning </li></ul><ul><ul><ul><li>Places </li></ul></ul></ul><ul><ul><ul><li>Areas </li></ul></ul></ul><ul><li>Indexing </li></ul><ul><ul><ul><li>The Metrotwin Index </li></ul></ul></ul><ul><ul><ul><li>Complex algorithm </li></ul></ul></ul><ul><ul><ul><ul><li>Genuine popularity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Prevent ‘gaming’ </li></ul></ul></ul></ul>
  6. 6. British Airways – Challenges <ul><li>Quality of content </li></ul><ul><ul><ul><li>How do you guarantee quality? </li></ul></ul></ul><ul><ul><ul><ul><li>Recruited/vetted specialists in each city </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>‘ A’ List bloggers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Content partners (Radio & web) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Metrotwin Network </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Incentives </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>(a lot) of BA Miles (per list, per entry) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Bragging rights </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Page rank/links </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Anyone can sign up but only MT Network can create new entries </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Other users can rate, suggest twins, comment </li></ul></ul></ul></ul><ul><ul><ul><li>Images </li></ul></ul></ul><ul><ul><ul><ul><li>Flickr, image rights and the use of Creative Commons Licensing </li></ul></ul></ul></ul><ul><li>Getting people to join (seeding/community outreach) </li></ul><ul><ul><ul><li>Cannot be underestimated whatever the brand </li></ul></ul></ul><ul><ul><ul><li>Email campaign </li></ul></ul></ul><ul><ul><ul><ul><li>BA’s Club Card, agencies, partners </li></ul></ul></ul></ul><ul><ul><ul><li>PR Campaign </li></ul></ul></ul><ul><ul><ul><ul><li>Conventional print (consumer/trade) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Mayor from each city submitting a list </li></ul></ul></ul></ul>
  7. 7. British Airways – Challenges <ul><li>Legal & Moderation </li></ul><ul><ul><ul><li>Hosting User Generated Content (UGC) makes directors responsible </li></ul></ul></ul><ul><ul><ul><ul><li>Jail time – EU eCommerce Directive </li></ul></ul></ul></ul><ul><ul><ul><li>Strict terms & conditions of use covers much of the risk </li></ul></ul></ul><ul><ul><ul><ul><li>Contracts with content partners </li></ul></ul></ul></ul><ul><ul><ul><li>Moderation </li></ul></ul></ul><ul><ul><ul><ul><li>Pre-moderation? Post-moderation? Reactive? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>24hr coverage </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Outsourced </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Transfers a lot of risk – insurance is expensive </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Names, logos, searches – time consuming! </li></ul></ul></ul><ul><li>Organisational </li></ul><ul><ul><ul><li>Multi-agency effort </li></ul></ul></ul><ul><ul><ul><ul><li>Competing agencies (MadeByMany, BBH, Agency.com, Headshift, Tempero...and others!) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increased complexity & politics </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Greater effort/cost to deliver </li></ul></ul></ul></ul></ul>
  8. 8. British Airways - Outcomes <ul><li>Business Case </li></ul><ul><ul><ul><li>Achievements </li></ul></ul></ul><ul><ul><ul><ul><li>Useful tool used/promoted by many customers </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Deeper relationships </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5k-10k ACTIVE users </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Low maintenance moderation/operational effort </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Low numbers of deviants </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Incorporated into BA’s overall marketing mix </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>London-Mumbai coming soon! </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Good return on investment </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Recognition of the value of intangibles/relationships </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Failures </li></ul></ul></ul><ul><ul><ul><ul><li>Advertising/pass through revenue not nearly enough to cover the operational costs </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Facebook type volumes required </li></ul></ul></ul></ul></ul>
  9. 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. 10. Mornflake Video Competition <ul><li>Make a video about your values </li></ul><ul><ul><ul><li>£15k first prize </li></ul></ul></ul><ul><ul><ul><li>10 week campaign </li></ul></ul></ul><ul><li>Uvizz </li></ul><ul><ul><ul><li>Innovative use of video technology </li></ul></ul></ul><ul><ul><ul><ul><li>Groups, reward structure </li></ul></ul></ul></ul><ul><ul><ul><li>52 uVizz video submissions </li></ul></ul></ul><ul><ul><ul><li>11,000 unique views </li></ul></ul></ul><ul><ul><ul><li>20,000 total views </li></ul></ul></ul><ul><ul><ul><li>30-90sec clips </li></ul></ul></ul><ul><ul><ul><li>5 TV quality commercials </li></ul></ul></ul><ul><ul><ul><ul><li>Value = £250k </li></ul></ul></ul></ul><ul><li>Legal </li></ul><ul><ul><ul><li>Reasonably straight forward </li></ul></ul></ul>
  11. 11. Social Media Assets – Flickr <ul><li>Innovative seeding strategy </li></ul><ul><ul><ul><li>Engaged a network of ‘free thinkers’ </li></ul></ul></ul><ul><ul><ul><li>Open source, authentic approach </li></ul></ul></ul><ul><li>Created presence in wide variety of ‘destinations’ </li></ul><ul><ul><ul><li>Flickr, Youtube, Twitter, Facebook, blogs </li></ul></ul></ul><ul><li>Twitter </li></ul><ul><ul><ul><li>Permission marketing tool </li></ul></ul></ul>
  12. 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. 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. 14. Why isn’t this enough? <ul><li>Mornflake </li></ul><ul><ul><ul><li>Culture shock </li></ul></ul></ul><ul><ul><ul><li>Unwilling to ‘take over’ </li></ul></ul></ul><ul><ul><ul><ul><li>Receive training </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Marketers not given permission to incorporate ‘conversation’ into daily schedule </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E.g. Maintain blog, Twitter </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>But wants to capture a new demographic? </li></ul></ul></ul></ul><ul><ul><ul><li>Agency execution </li></ul></ul></ul><ul><ul><ul><ul><li>Outsourced their personality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Danger that new advocates will feel used </li></ul></ul></ul></ul><ul><li>British Airways </li></ul><ul><ul><ul><li>Ditto </li></ul></ul></ul><ul><li>To interact with networks, brands must themselves become networks </li></ul><ul><ul><ul><li>Adopting social media ‘inside’ </li></ul></ul></ul><ul><ul><ul><ul><li>Changes behaviour </li></ul></ul></ul></ul><ul><ul><ul><li>Digital (banner) advertising is losing its effectiveness </li></ul></ul></ul>
  15. 15. The Big Shift
  16. 16. What’s that coming over the hill?
  17. 17. The Big Shift
  18. 18. The Biggest Story of the 21 st Century? <ul><li>The demise of command and control </li></ul><ul><ul><ul><li>Massive advances in technology </li></ul></ul></ul><ul><ul><ul><li>Prosperity to millions </li></ul></ul></ul><ul><ul><ul><ul><li>But at what cost to humanity, equality , society and the environment? </li></ul></ul></ul></ul><ul><li>Network organisation as the model of choice </li></ul><ul><ul><ul><li>There is a spectre haunting the world. The spectre of peer-to-peer </li></ul></ul></ul><ul><ul><ul><ul><li>Open source production </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Collaborative capitalism * not * managerial capitalism </li></ul></ul></ul></ul><ul><ul><ul><li>The future is about less </li></ul></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><ul><ul><li>Is about “architectures of participation” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hanging out where your customers are </li></ul></ul></ul></ul>
  19. 19. What do these need to survive? <ul><li>Orders </li></ul><ul><li>Order </li></ul><ul><li>Stability </li></ul><ul><li>Continuity </li></ul><ul><li>Rules </li></ul><ul><li>Fear </li></ul><ul><li>Withholding Information </li></ul><ul><li>Measurement </li></ul><ul><li>Incentives </li></ul><ul><li>Competition </li></ul>
  20. 20. The Cost of Command & Control <ul><li>Modern Ways Open India’s Doors to Diabetes </li></ul><ul><ul><ul><li>Got the cash but it comes with ‘issues’ </li></ul></ul></ul><ul><ul><ul><ul><li>Western diet/lifestyle </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>35m type 2 diabetics. 75m by 2030 </li></ul></ul></ul></ul></ul><ul><li>Work Rage </li></ul><ul><ul><ul><li>France Telecom’s suicide rate </li></ul></ul></ul><ul><ul><ul><ul><li>21 since Feb 2008 </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>One more last week despite ‘interventions’ </li></ul></ul></ul></ul></ul><ul><ul><ul><li>2.6m people in Britain on incapacity benefits </li></ul></ul></ul><ul><ul><ul><ul><li>Over 60% there courtesy of workplace stress </li></ul></ul></ul></ul><ul><li>Inequality </li></ul><ul><ul><ul><li>USA 1950, CEO earns on average 40 X lowest paid worker </li></ul></ul></ul><ul><ul><ul><li>In 2009, CEO earns on average 4,000 X lowest paid worker </li></ul></ul></ul><ul><ul><ul><ul><li>Frequently as high as 200,000 X </li></ul></ul></ul></ul><ul><ul><ul><li>47m Americans without health insurance </li></ul></ul></ul><ul><ul><ul><li>In the UK poverty is almost at pre-war levels </li></ul></ul></ul><ul><li>Environment </li></ul><ul><ul><ul><li>The economy is a wholly owned subsidiary of the environment </li></ul></ul></ul><ul><ul><ul><ul><li>The Story of Stuff, An Inconvenient Truth, etc, etc </li></ul></ul></ul></ul><ul><li>The West: Signs of cracking? </li></ul><ul><ul><ul><li>US infant mortality, UK & US drop to 17 th & 19 th (out of 19) on preventable deaths </li></ul></ul></ul><ul><ul><ul><li>30m Americans on ‘low food security’ </li></ul></ul></ul><ul><ul><ul><li>Education disparity </li></ul></ul></ul>
  21. 21. What do these need to survive? <ul><li>Everyone is a leader </li></ul><ul><li>Everyone sensing, responding, </li></ul><ul><li>Transparency </li></ul><ul><li>Trust </li></ul><ul><li>Peers </li></ul><ul><li>Agile </li></ul><ul><li>Adaptable </li></ul><ul><li>Self-organising </li></ul>
  22. 22. The Value of Peer-to-Peer Production <ul><li>Open Source Software </li></ul><ul><ul><ul><li>Google, Facebook, Yahoo, Amazon, eBay could not exist without Open Source technology </li></ul></ul></ul><ul><ul><ul><li>Linux & Coase’s Penguin </li></ul></ul></ul><ul><li>P2P lending </li></ul><ul><ul><ul><li>Grameen bank, Kiva, Zopa...many others </li></ul></ul></ul><ul><li>Prosperity without growth </li></ul><ul><ul><ul><li>Steady state economies </li></ul></ul></ul><ul><ul><ul><li>Fractional work </li></ul></ul></ul><ul><li>Creative commons </li></ul><ul><ul><ul><li>Crowdsourcing is solving some of the world's intractable problems </li></ul></ul></ul><ul><ul><ul><li>NASA Clickworkers </li></ul></ul></ul><ul><li>Crowdsourcing </li></ul><ul><ul><ul><li>“ 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 </li></ul></ul></ul>
  23. 23. Where to start? <ul><li>Create antibodies & Super Connectors </li></ul><ul><ul><ul><li>‘ Chief listening Officer’ </li></ul></ul></ul><ul><ul><ul><li>Sole purpose is to achieve the same levels of productivity being achieved by ‘open source’, peer-to-peer production models </li></ul></ul></ul><ul><ul><ul><li>No other way to have a continuous dialogue with the market </li></ul></ul></ul><ul><li>Adopt different tools & methodologies </li></ul><ul><ul><ul><li>Projects/programmes </li></ul></ul></ul><ul><ul><ul><ul><li>Bioteams </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Rowe (Best Buy) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Agile development </li></ul></ul></ul></ul><ul><ul><ul><li>The intranet as a conversation platform </li></ul></ul></ul><ul><ul><ul><ul><li>Email is important? </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More private messages sent on social networks than email (as of 2008) </li></ul></ul></ul></ul></ul><ul><li>Read The Cluetrain Manifesto </li></ul><ul><ul><ul><li>Published in 2000 </li></ul></ul></ul>
  24. 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. 25. Room for discussion? <ul><li>Objects in the mirror are closer than they appear...... </li></ul>

×