A Digital Briefing - Social Media
by One Zero One on Dec 16, 2009
- 751 views
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.
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.
Accessibility
Categories
Tags
More...Upload Details
Uploaded via SlideShare as Apple Keynote
Usage Rights
Statistics
- Favorites
- 2
- Downloads
- 13
- Comments
- 0
- Embed Views
- Views on SlideShare
- 730
- Total Views
- 751
Max Jhuang
- Directly interact with your customers, employees and other business stakeholders
- Reduce the need to pay for access to “networks” of people
- 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
- 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
- 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
- New Media is a subset and sometimes interchangeable
- 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
- Social Media allows people to Create, Share and Discuss online
- Results in a networks of interactions
- 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.
- 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
- 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
- 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
- Potential opportunity for business to:
- Become more efficient
- Respond quicker to customers
- Engage on a personal level with customers
- 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.
- See what the tools look like
- See primary business attributes
- See some examples how they work
- Online encylopedia
- Founded in 2001
- Over 3 million, just in English, created and edited by the Internet community.
- 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)
- 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
- Run through some facebook stats
- Run through tool demonstration
- Business dimensions Communications
- Statistics
- Business dimensions
- Run through tool
- Business dimensions
- 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 business
1. Real time / On Demand
1. Real time / On Demand
2. Niche / Interest-Based
2. Niche / Interest-Based
3. Transparency
3. Transparency
- 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.
- 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.
- These principles clash with traditional business practices
- Customers are expecting these tools to be available
- Employees are expecting the world to run this way
Influencers
Internal Uses
Employee networks
Traditional Network Suppliers need to change
PR and Crisis Communications
- 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
- 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
http://www.comparethemeerkat.com/
http://www.youtube.com/user/CompareTheMeerkat
http://www.facebook.com/Comparethemeerkat
http://twitter.com/Aleksandr_Orlov
SlideShare: McDonald’s Social Media Strategy | Digital Buzz Blog
- 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
- 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.