"Creating the Buzz" - Discover Inverclyde - Sessions 1 and 3

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Presentation to Discover Inverclyde, 2nd Sept. 2010, Sessions 1 and 3

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  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • "Creating the Buzz" - Discover Inverclyde - Sessions 1 and 3

    1. 1. Creating the Buzz Social Media for Sustained Business Growth Dr. Jim Hamill [email_address] Alan Stevenson [email_address] August, 2010
    2. 3. Agenda <ul><li>W eb 2.0/Social Media Overview (JH) </li></ul><ul><li>Social Media Monitoring/ Performance Measurement (AS) </li></ul><ul><li>‘ Getting There’ (JH) </li></ul><ul><li>Questions </li></ul>
    3. 4. Session One - Overview <ul><li>What is it? </li></ul><ul><li>Implications for my business? </li></ul><ul><li>How big is it? </li></ul><ul><li>Things to remember about SM </li></ul><ul><li>Examples </li></ul>
    4. 5. <ul><li>Social Media in Action </li></ul><ul><li>Quick Examples </li></ul>
    5. 6. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    6. 12. 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>
    7. 13. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    8. 14. 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>
    9. 17. Will It Blend?
    10. 18. Will It Blend?
    11. 19. Will It Blend? - iPad
    12. 20. 5.7 Million Views
    13. 21. United Breaks Guitars
    14. 22. 9 Million Views
    15. 23. 26,817 Comments
    16. 24. <ul><li>Fashion brands v </li></ul><ul><li>the new ‘kid on the block’ </li></ul>
    17. 25. Buy Our Stuff
    18. 26. Customer Engagement
    19. 27. Threadless on Facebook
    20. 28. 141,332 'likers'
    21. 29. 1.5 Million Twitter Followers
    22. 30. <ul><li>Social media redefines </li></ul><ul><li>the concept of a web site </li></ul>
    23. 31. www.skittles.com
    24. 32. Site Builds Community
    25. 33. 676 Purple Tweets Per Minute
    26. 34. 8.9 Million Facebook Friends
    27. 35. Engagement
    28. 36. Engagement
    29. 37. Number 10 Built Using Wordpress
    30. 38. Embeds Content from SM Channels
    31. 39. Embeds Youtube
    32. 40. Embeds Twitter
    33. 41. Links to Facebook
    34. 42. Energise 2.0 Built on Wordpress
    35. 43. Social Bookmarking
    36. 44. CMS and Stats
    37. 45. CMS and Stats
    38. 46. CMS and Stats
    39. 47. <ul><li>Cafe Gandolfi </li></ul>
    40. 48. Brand Engagement
    41. 49. Customer Interaction/Intimacy
    42. 50. 1,300 Plus Involved
    43. 51. The Winner
    44. 52. Interaction
    45. 53. Performance Insights
    46. 54. Performance Insights
    47. 55. Performance Insights
    48. 56. Performance Insights
    49. 57. Extend to Twitter
    50. 58. Extend to Twitter
    51. 59. The New Gandolfi Blog
    52. 60. The New Gandolfi Blog
    53. 61. The New Gandolfi Blog
    54. 62. <ul><li>So what is social media? </li></ul>
    55. 63. What Is It? <ul><li>An over hyped ‘buzz’ word or an opportunity for ‘creating a buzz’ about your brand? </li></ul><ul><li>It’s a fundamental, revolutionary change in online behaviour, expectations and the customer experience </li></ul><ul><li>Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries </li></ul><ul><li>Major opportunities, but also threats, for your organisation </li></ul>
    56. 64. 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>
    57. 65. Business 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social 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
    58. 68. www.mashable.com
    59. 69. Three Simple Questions <ul><li>Who are our customers? </li></ul><ul><li>Where do they hang out in social media? </li></ul><ul><li>How can we best engage with and energise them? </li></ul>
    60. 70. <ul><li>Business Impact/ </li></ul><ul><li>Opportunities </li></ul>
    61. 71. Business Impact <ul><li>Knowledge and Insight </li></ul><ul><li>Engagement / Reputation Management </li></ul><ul><li>Enhanced Customer Experience </li></ul><ul><li>Sales and Marketing </li></ul><ul><li>Operations/ Internal Processes </li></ul>
    62. 72. <ul><li>Things to Remember </li></ul><ul><li>about Social Media </li></ul>
    63. 73. The Essence of Social Media <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>
    64. 74. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )
    65. 76. The Essence of Social Media <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, a conversation with your network – dialogue not broadcasting </li></ul></ul><ul><ul><li>But this is something that most of us are not very good at doing </li></ul></ul><ul><ul><li>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>
    66. 79. The Essence of Social Media <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>   </li></ul><ul><li>Redefines the concept of a web site </li></ul><ul><li>The need for new business/marketing models </li></ul>
    67. 80. Performance Measures - The ‘4Is’ <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>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
    68. 81. Business Impact <ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul><li>Product development – Differentiate – Market and Promote - Sell </li></ul></ul></ul><ul><ul><li>New model based on: </li></ul></ul><ul><ul><ul><li>Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally </li></ul></ul></ul><ul><ul><ul><li>Engage and energise </li></ul></ul></ul><ul><ul><ul><li>‘ Create the Buzz’ </li></ul></ul></ul>
    69. 82. <ul><li>How Big Is It? </li></ul>
    70. 83. How Big Is It? <ul><li>Time spent on social network sites is growing 3 times faster than the Net itself </li></ul><ul><li>Social media messages have replaced e-mail as the dominant form of e-communications </li></ul><ul><li>If facebook was a country – it would be the 4 th most populated in the world </li></ul><ul><li>93% of social media users think that companies should be actively engaged </li></ul>
    71. 84. How Big Is It? <ul><li>13 hours </li></ul><ul><ul><li>Amount of video uploaded on youtube every minute </li></ul></ul><ul><li>412.3 years </li></ul><ul><ul><li>Time to view all youtube videos </li></ul></ul><ul><li>100,000,000 </li></ul><ul><ul><li>Number of youtube videos viewed every day </li></ul></ul><ul><li>13,000,000 </li></ul><ul><ul><li>Number of articles on wikipedia </li></ul></ul><ul><li>3,600.000,000 </li></ul><ul><ul><li>Number of images on flickr </li></ul></ul>
    72. 85. How Big Is It? <ul><li>1382% </li></ul><ul><ul><li>Monthly growth of twitter </li></ul></ul><ul><li>3,000,000 </li></ul><ul><ul><li>Average number of tweets per day </li></ul></ul><ul><li>1,000,000,000 </li></ul><ul><ul><li>Amount of content shared on F/book every week </li></ul></ul><ul><li>5,000,000 </li></ul><ul><ul><li>Number of active Barrack Obama supporters across 15 social networks </li></ul></ul><ul><li>14,200,000 </li></ul><ul><ul><li>Views of the ‘Yes We Can’ video on youtube </li></ul></ul>
    73. 86. 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>
    74. 87. <ul><li>Thank You </li></ul>
    75. 88. <ul><li>Session 3 </li></ul><ul><li>‘ Getting There’ </li></ul>
    76. 89. Next Steps <ul><li>Get Involved </li></ul><ul><ul><li>Google Alerts, Linkedin, Social Media Monitoring </li></ul></ul><ul><li>Learn more </li></ul><ul><li>Develop a strategy </li></ul><ul><li>Implement </li></ul><ul><li>Monitor </li></ul>
    77. 90. <ul><li>Social Media </li></ul><ul><li>Development Cycle </li></ul>
    78. 91. SM Development Cycle
    79. 92. Ten Key Steps <ul><li>Evaluate your Social Media Landscape </li></ul><ul><ul><li>Applications, impact, customers, conversations, features and characteristics </li></ul></ul><ul><li>Agree your Generic Social Media Strategy </li></ul><ul><ul><li>Channels and depth of engagement </li></ul></ul><ul><li>Key Performance Indicators </li></ul><ul><ul><li>Measuring success </li></ul></ul><ul><li>Internal Social Media Audit </li></ul><ul><ul><li>Progress benchmarking </li></ul></ul><ul><li>Readiness to Engage </li></ul><ul><ul><li>Are you ready to engage? </li></ul></ul>
    80. 93. Ten Key Steps <ul><li>Social Media Strategy Development </li></ul><ul><ul><li>Vision, strategy, objectives, targets, customers, key initiatives and actions </li></ul></ul><ul><li>Channel Action Plans </li></ul><ul><ul><li>“ Getting there” </li></ul></ul><ul><li>Organisation, Resource and People Issues </li></ul><ul><ul><li>The key pillars of social media success </li></ul></ul><ul><li>Implementation </li></ul><ul><ul><li>Professional project management for social media success </li></ul></ul><ul><li>Monitor and Measure </li></ul><ul><ul><li>On-going performance measurement </li></ul></ul>
    81. 94. SM Strategy Development <ul><li>Strategic objectives </li></ul><ul><li>Targets </li></ul><ul><li>Key performance indicators (KPIs) </li></ul><ul><li>Customer segments </li></ul><ul><li>The key social media actions and initiatives required for ‘getting there’ </li></ul><ul><li>Organisational, people and resource issues </li></ul><ul><li>Ensure that your social media strategy is fully aligned with and </li></ul><ul><li>supportive of your overall strategic goals and objectives with </li></ul><ul><li>clear targets and ROI criteria </li></ul>
    82. 95. Social Media Strategy Map
    83. 96. <ul><li>Continue the discussion at </li></ul><ul><li>www.web2-0cpd.com </li></ul><ul><li>www.tourism2-0.co.uk </li></ul><ul><li>www.energise2-0.com </li></ul>
    84. 97. www.web2-0cpd.com
    85. 98. www.tourism2-0.co.uk
    86. 99. <ul><li>Thank You </li></ul>

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