A Digital Briefing - Social Media

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A Digital Briefing from One Zero One on Social Media for business. Digital Briefings are to provide awareness for business decision makers on digital topics.

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  • Primary Takeaway
    - Directly interact with your customers, employees and other business stakeholders
    - Reduce the need to pay for access to “networks” of people
  • Primary Takeaways
    - This Digital Briefing is to provide initial awareness and an overview of topic. An overview
    - Strategic impacts
    - Management information
    - Talk about the opportunities and benefits of removing the middleman
  • Primary Takeaways
    - Used to pay for access to networks (Press, TV, Radio, Recuiters)
    - Discussions between parties were limited to physical bounds
    - Single message, usually PR’d to death, sent to stakeholders and employees
    - No personality at all
  • Primary Takeaways
    - Social Media is negligible cost to access personal networks
    - Generational impacts is driving the requirement to use these services
    - More than ever, businesses are able to directly access their customers/stakeholders
    - It’s a two way channel, opening doors for new ways of interacting and running business
    - Old network providers have been sidelined and will need to provide great advice to help businesses manage the new ways of communicating.
    - Ultimately, Social Media is a toolkit of communications tools
  • Key Takeaways
    - New Media is a subset and sometimes interchangeable
  • Primary Takeaway
    - Details of the “defined” elements of Social Media
    - Wikipedia was one of the first Social Media examples - public edited encyclopedia
    - Popularity of the search term “Social Media” is at it’s peak now, largely due to business interest in it’s application
  • Primary Takeaways
    - Social Media allows people to Create, Share and Discuss online
    - Results in a networks of interactions
  • Primary Takeaways
    - Social Media allows people to Create, Share and Discuss online
    - Media - Create - Text, Audio, Video, others
    - Social - Share/Discuss
    - Draws people because it empowers, and it’s FUN!
    - Results in networks of interactions
    - Sharing is powerful in the business world - can leverage personal networks
    - Businesses traditionally have paid for networks, more on that later.
  • Primary Takeaways
    - It’s the Garden Fence conversation
    - It’s the Water Cooler chat
    - It’s the BBQ discussion
    - Direct, personal, digital conversations
    - Conversations in the cloud will take place irrespective of your businesses involvement
  • Primary Takeaways
    - The simplicity allows people to build networks very quickly and easily
    - The simplicity then allows people to share and discuss within those networks very easily
  • Primary Takeaways
    - Social Media is negligible cost to access personal networks
    - Generational impacts is driving the requirement to use these services
    - More than ever, businesses are able to directly access their customers/stakeholders
    - It’s a two way channel, opening doors for new ways of interacting and running business
    - Old network providers have been sidelined and will need to provide great advice to help businesses manage the new ways of communicating.
    - Ultimately, Social Media is a toolkit of communications tools
  • Primary Takeaways
    - Potential opportunity for business to:
    - Become more efficient
    - Respond quicker to customers
    - Engage on a personal level with customers
  • Primary Takeaways
    - The One Zero One model for considering technology
    - True technology element is only the tools
    - The rest are adaptations to put the technology to use and are far more important
    - Social Media consists of tools, attitudes and strategies
    - This is the structure of the Digital Briefing.
  • Primary Takeaways
    - See what the tools look like
    - See primary business attributes
    - See some examples how they work
  • Primary Takeaways
    - Online encylopedia
    - Founded in 2001
    - Over 3 million, just in English, created and edited by the Internet community.
  • Primary Takeaways
    - Vehicle
    - New press
    - Examples
    - Cheap, far-reaching
    - Very prevalent in smaller companies

    Examples
    Randy's Journal - Boeing
    GM FYI Blog
    GM FastLane
    Jonathan Schwartz's Blog (Sun Microsystems)
    George F. Colony's Blog: The Counterintuitive CEO (Forrester Research)
  • Primary Takeaways
    - Subscription based audio, text and video services
    - tailored for mobility and on demand
    - Important part of social media
    - some are turning into niche media stations
    - iTunes aggregates more than 150,000 podcast series
  • Primary Takeaways
    - Run through some facebook stats
    - Run through tool demonstration
    - Business dimensions Communications
  • Primary Takeaways
  • - Run through tool
    - Statistics
    - Business dimensions
  • - Why - Give an idea of the
    - Run through tool
    - Business dimensions
  • Primary Takeaways
    - They’re all platforms, enablers, allow people to engage in their passions
    - They’re all technology platforms that have only recently matured / reached critical mass
    - They’re all technology that has resulted in an attitude shift
    - They’re all very low cost, from a business perspective it’s time.
    - Created with the consumer in mind.
  • Attitudes of the consumer
    Attitudes of business
  • Consumers / General public
    1. Real time / On Demand
  • Consumers / General public
    1. Real time / On Demand
  • Consumers / General public
    2. Niche / Interest-Based
  • Consumers / General public
    2. Niche / Interest-Based
  • Consumers / General public
    3. Transparency
  • Consumers / General public
    3. Transparency
  • Primary Takeaways
    - Sounds strange in a technology discussion
    - Social Media is ultimately about human interaction
    - Businesses have an opportunity to build relationships
    - Strategies for doing this in a sustainable fashion across the whole spectrum will be ongoing
    - Plenty of strategies using current platforms such as Blogs, emerging strategies with Twitter, Facebook etc.
  • Primary Takeaways
    - Sounds strange in a technology discussion
    - Social Media is ultimately about human interaction
    - Businesses have an opportunity to build relationships
    - Strategies for doing this in a sustainable fashion across the whole spectrum will be ongoing
    - Plenty of strategies using current platforms such as Blogs, emerging strategies with Twitter, Facebook etc.
  • Primary Takeaways
    - These principles clash with traditional business practices
    - Customers are expecting these tools to be available
    - Employees are expecting the world to run this way
  • Advertise
    Influencers
    Internal Uses
    Employee networks
    Traditional Network Suppliers need to change
    PR and Crisis Communications
  • Primary Takeaways
    - Business drivers are very black and white, while the variables that lead to their success are harder to define
    - Difficult to build Trust or Goodwill into these metrics, however they definitely feed Revenue, Costs and Risk
    - Social Media should be considered for sustainable interaction with all the business stakeholders, including customers, employees and suppliers.
    - At a minimum, Social Media is
  • Primary Takeaways
    - Westfield - leveraging platform. Disregarding norms Westfield Gift Cards taking over Facebook, breaking rules in the process - Digital Media
    - Burger King
    - Ikea uses Facebook photo tagging competition to get publicity for new store opening http://www.youtube.com/watch?v=0TYy_3786bo&feature=player_embedded
  • Compare the Market.com - Compare the meerkat.com

    http://www.comparethemeerkat.com/
    http://www.youtube.com/user/CompareTheMeerkat
    http://www.facebook.com/Comparethemeerkat
    http://twitter.com/Aleksandr_Orlov
  • Primary Takeaways

    SlideShare: McDonald’s Social Media Strategy | Digital Buzz Blog
  • Primary Takeaways
    - Tools are inherently cost efficient
    - Costs can be saved in many ways, Sales, Marketing, PR, Recruiting, Collaboration, Internal/External Communications, Product Development, Customer Service
    - Cheaper to advertise through social media channels, improved targeting. Facebook ads, Blog ads, Banners, Youtube ads,
    - Starbucks started “My Starbucks Idea” - Crowd sourcing new ideas for improving the Starbucks experience and it’s products
  • Primary Takeaways
    - Companies are using social media as a sales channel, early days but with some levels of success
    - A risk based approach should be taken for all companies and weighed with the potential benefits
    - Particularly with Brand, need to be aware that the “conversation” is happening without you
    -

    Brand
    United Airlines
    http://www.davecarrollmusic.com/story/united-breaks-guitars/
    http://www.guardian.co.uk/news/blog/2009/jul/23/youtube-united-breaks-guitars-video

    Cotton On
    http://mamamia.com.au/weblog/2009/08/are-cotton-on-on-crack.html
    http://www.thepunch.com.au/articles/cotton-on-slogan-not-such-a-laugh/
    http://www.theaustralian.com.au/news/cotton-on-vows-to-withdraw-offensive-t-shirts/story-e6frg6n6-1225761674211
    http://www.smartcompany.com.au/internet/20090817-cotton-on-hit-by-social-media-backlash-what-are-the-lessons-for-your-business.html

    Dominos
    http://www.youtube.com/watch?v=7l6AJ49xNSQ


    Legal
    FTC setting up guidelines in US in relation to product promotion through social media channels - disclosure.
    Tranaparency!
    SEC is evaluating the impacts of Social Media tools on corporate governance regulations, in particular the requirements around corporate record keeping

    Information Systems
    Social Media, like any other electronics channels is subject to the threats of electronics system
    Phishing, viruses, malware and malicious websites all feature as does information leakage
    Useage of URL shortners has resulted in threats being hidden
    Availability of Twitter


    Productivity
    - Arguable on both sides.
    - Employees will use regardless.
  • Primary Takeaways
  • Primary Takeaways
  • Primary Takeaway
  • A Digital Briefing - Social Media

    1. 1. Removing the Middleman - Your Business and Social Media A Digital Brie ng
    2. 2. Where are we? Awareness Planning Execution Digital Brie ngs
    3. 3. Then... Advisers & Providers Customers and Stakeholders Your business
    4. 4. Now... Customers and Stakeholders Your business Advisers
    5. 5. What is Social Media? A De nition
    6. 6. Thanks Wikipedia “ Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. ” Google Search Insights Google Keyword Tool
    7. 7. What is Social Media? A One Zero One De nition
    8. 8. Create Discuss Share
    9. 9. Water Cooler Garden Fence BBQ Photo by quinn.anya
    10. 10. Public Relations Crisis Customer Service Communications Promotion Press Releases Social Media Collaboration Advertising Internal Lead Generation Communications Market Research Recruitment Brand Sentiment
    11. 11. Opportunity Customers and Stakeholders Your business Advisers
    12. 12. Technology Lifecycle Tools Strategies Attitudes
    13. 13. Tools Strategies Attitudes
    14. 14. Blogging
    15. 15. Podcasting
    16. 16. Facebook Statistics Facebook geographic statistics CheckFacebook
    17. 17. Advertising Fan Pages Facebook Apps User Features
    18. 18. Flickr stat
    19. 19. Common Themes?
    20. 20. Tools Strategies Attitudes
    21. 21. Real-Time
    22. 22. Niche
    23. 23. Photo by thefrost
    24. 24. Transparent Photo by thefrost
    25. 25. Photo by batega
    26. 26. Photo by batega Human
    27. 27. Photo by szlea
    28. 28. Tools Strategies Attitudes
    29. 29. Business objectives Revenue Costs Risk
    30. 30. Costs
    31. 31. Information Brand Systems Risks Legal & Productivity Regulatory
    32. 32. Some other examples
    33. 33. Removing the Middleman - Your Business and Social Media A Digital Brie ng by Jason Elston Check out the One Zero One Blog Sign up for the One Zero One newsletter - insights101

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