CM2 Class Social Media Overview


Published on

Session 1 - Guest Lecture for the Customer Management 2 Class, Dept of Marketing, University of Strathclyde, April 2011

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  • We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example… Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.
  • ICT Strategy Development and the Balanced Scorecard
  • CM2 Class Social Media Overview

    1. 1. ‘ Mastering Social Media’ ‘ Social Media Planning Pays’ Guest Workshops: University of Strathclyde Dr. Jim Hamill [email_address] Alan Stevenson [email_address] April, 2011
    2. 2. Session 1 Social Media: An Overview
    3. 3. Overview <ul><li>Social Media – An Overview; Social Media in Action </li></ul><ul><li>Key Things to Remember About Social Media </li></ul><ul><li>‘ Social Media Planning Pays’ </li></ul><ul><ul><li>Key steps in developing, implementing and managing a successful Social Media Strategy </li></ul></ul><ul><li>Support Material </li></ul><ul><ul><li> </li></ul></ul>
    4. 4. SM Opportunities and Progress Made <ul><li>Used effectively, social media can deliver the following business benefits: </li></ul><ul><ul><li>Market/Customer Knowledge & Insight through customer feedback and the use of social media monitoring tools </li></ul></ul><ul><ul><li>Low cost brand awareness and reputation management </li></ul></ul><ul><ul><li>Increase sales/repeat sales </li></ul></ul><ul><ul><li>Build strong online community/ quality customer base of high value, high growth potential customers </li></ul></ul><ul><ul><li>Engage and energise </li></ul></ul><ul><ul><li>Enhanced customer experience and loyalty </li></ul></ul><ul><ul><li>Sales/Marketing Effectiveness, Efficiency and ROI </li></ul></ul><ul><ul><li>Operational / Internal Process efficiency (open source and hosted apps) </li></ul></ul>
    5. 5. SM Opportunities and Progress Made <ul><li>Interest and enthusiasm for Social Media is growing rapidly - channels are being set up </li></ul><ul><li>Companies fall into three main groups in terms of progress made </li></ul><ul><ul><li>Progressive Adopters </li></ul></ul><ul><ul><li>Cautious/ Experimental Adopters </li></ul></ul><ul><ul><li>Non Adopters </li></ul></ul>
    6. 6. SM Opportunities and Progress Made <ul><li>While some good progress is being made, there is a need for a more ‘strategic’ approach </li></ul><ul><li>Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement </li></ul><ul><li>More attention needs to be paid to organization, people, resource issues critical to on-going SM success </li></ul><ul><li>Social Media Planning Pays </li></ul>
    7. 7. <ul><li>But first – a quick introduction </li></ul>
    8. 8. Introductions Jim Alan
    9. 9. <ul><li>Social Media </li></ul><ul><li>A Quick Overview </li></ul>
    10. 12. Web 2.0/Social Media <ul><li>An Overview </li></ul><ul><ul><ul><ul><ul><li>Applications </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Features and Characteristics </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Implications </li></ul></ul></ul></ul></ul>
    11. 13. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social/ Prof Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
    12. 14. Social Media in Plain English
    13. 15. <ul><li>How important has it become? </li></ul>
    14. 16. The Social Media Revolution
    15. 17. <ul><li>Potential Business Benefits </li></ul><ul><li>of Social Media </li></ul>
    16. 18. Business Benefits <ul><li>Market Knowledge </li></ul><ul><li>Customer Insight and Understanding </li></ul><ul><li>Customer Interaction </li></ul><ul><li>Enhanced Customer Experience </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Reputation Management </li></ul>
    17. 19. Business Benefits <ul><li>Improved Sales and Marketing </li></ul><ul><li>Identify and network with high value, high growth prospects </li></ul><ul><li>Product Development and R&D e.g. engage and co-create </li></ul><ul><li>Internal cost savings </li></ul><ul><li>Improved Operations and Internal Processes </li></ul><ul><li>Increased ROI </li></ul>
    18. 20. Potential Business Benefits <ul><li>Wide ranging: </li></ul><ul><li>Market/Customer Knowledge & Insight </li></ul><ul><li>Engagement & Reputation Management </li></ul><ul><li>Enhanced Customer Experience and Loyalty </li></ul><ul><li>Sales/Marketing Effectiveness, Efficiency and ROI </li></ul><ul><li>Operations/ Internal Processes (open source and hosted apps) </li></ul>
    19. 21. Potential Business Benefits
    20. 22. <ul><li>Social Media in Action </li></ul><ul><li>Quick Examples </li></ul>
    21. 23. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    22. 29. From the web site <ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. </li></ul><ul><li>The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. </li></ul><ul><li>Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… </li></ul>
    23. 30. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    24. 31. From Tripadvisor <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. </li></ul><ul><li>Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel. </li></ul>
    25. 34. 11 Million Views
    26. 35. United Breaks Guitars
    27. 36. 10.2 Million Views
    28. 37. Crowdsourced NPD
    29. 38. 266,555 on Facebook
    30. 39. 1.6 Million Twitter Followers
    31. 40.
    32. 41. <ul><li>Things to Remember </li></ul><ul><li>about Social Media </li></ul>
    33. 42. Key Things to Remember <ul><li>It’s social </li></ul><ul><ul><li>A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet </li></ul></ul><ul><li>Power shift </li></ul><ul><ul><li>Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success </li></ul></ul><ul><li>Declining effectiveness of traditional approaches  </li></ul><ul><ul><li>Does anyone listen to sales/brand messages anymore? </li></ul></ul>
    34. 43. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( )
    35. 45. Key Things to Remember <ul><li>Pull v push </li></ul><ul><ul><li>Consumers/users decide what information they wish to access </li></ul></ul><ul><li>New ‘mindsets’ are required </li></ul><ul><ul><li>Marketing as a conversation with your customers/network– dialogue not broadcasting </li></ul></ul><ul><ul><li>But this is something that most of us are not very good at doing. We prefer ‘telling’ people </li></ul></ul><ul><li>SM ‘winners’ and ‘losers’ </li></ul><ul><ul><li>‘ Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships </li></ul></ul>
    36. 48. Key Things to Remember <ul><li>New performance measures </li></ul><ul><ul><li>Requires new performance measures </li></ul></ul><ul><ul><ul><li>Quality of your network </li></ul></ul></ul><ul><ul><ul><li>Relationship strength </li></ul></ul></ul><ul><ul><ul><li>Ability to leverage </li></ul></ul></ul><ul><li>Social media monitoring tools </li></ul><ul><li>Redefines the concept of a web site </li></ul><ul><li>The need for new business/marketing models </li></ul>
    37. 49. Performance Measurement <ul><ul><li>Involvement – network/community numbers/quality, time spent, frequency, geography </li></ul></ul><ul><ul><li>Interaction – actions they take – read, post, comment, reviews, recommendations </li></ul></ul><ul><ul><li>Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc </li></ul></ul><ul><ul><li>Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking </li></ul></ul><ul><ul><li>Insight – customer insight </li></ul></ul><ul><ul><li>Impact – business impact </li></ul></ul><ul><ul><li>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
    38. 50. The ‘6Is’
    39. 51. Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li></ul><ul><li>What you can't understand </li></ul><ul><li>Your sons and your daughters </li></ul><ul><li>Are beyond your command </li></ul><ul><li>Your old road is </li></ul><ul><li>Rapidly agin‘ </li></ul><ul><li>Then you better start swimmin’ </li></ul><ul><li>Or you'll sink like a stone </li></ul><ul><li>For the times they are a-changin’ </li></ul>
    40. 52. <ul><li>Thank You </li></ul><ul><li>Questions </li></ul><ul><li>Next Session </li></ul><ul><li>Social Media Strategy Development </li></ul>