Seeing is Believing:
Social Media: Web
2.0
Prepared by Josh Feldberg
28 January 2009
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Social Media: Web 2.0
Social Media: Web 2.0
What is it?

Why bother?

 How does it work?
 Social Media & SiB
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Social Media: Web 2.0: What
What is it?
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Social Media: Web 2.0: What
Well sort of…
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Social Media: Web 2.0: What
The term reflects the sharing of information, experiences

and opinions through a series of widely available, easy-to-
use tools. Very simple, very public, very hard to ignore.
Social media encourages the building of communities

Groups of people with common interests who are keen to
interact with one another on matters important to them.
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Social Media: Web 2.0: What
“ Social networking is really recommendation between
people about the things that they are interested in
and they like”
-Sir Martin Sorrell (chief executive officer of WPP Group)
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Social Media: Web 2.0
Social Media: Web 2.0
 What is it?
Why bother?

 How does it work?
 Social Media & SiB
7

Social Media: Web 2.0: Why
Nearly half of the online adult population around the world

is a member of at least one networking site.
 394m watch video clips online
 346m read blogs
 303m share a video clip
 160m subscribe to an RSS feed
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Social Media: Web 2.0: Why
The balance of power has shifted

 Control has passed from the brands themselves to the
consumers.
 Online audiences can now choose…
 the content they want to view
 what to comment on/share
 whom they wish to share it with.
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Social Media: Web 2.0: Why
Brands must accept that they need to embrace this shift,

rather than shy away from it, as this is a trend that looks
set to continue.
It is therefore vital to be part of those conversations, or

even to initiate them
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Social Media: Web 2.0: Why
Social media enables more rapid sharing of information.

 Search Engine Optimization (SEO) is a key component of
today’s direct marketing and lead generation strategies,
and social media greatly complements SEO initiatives.
Social media can also lead to invaluable Insight into why

people like or dislike a brand and what is needed to help
change it.
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Social Media: Web 2.0
Social Media: Web 2.0
 What is it?
 Why bother?
How does it work?

Social Media & SiB

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Social Media: Web 2.0: How
Branded Microblogging
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Social Media: Web 2.0: How
Integrated social media apps on
websites
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Social Media: Web 2.0: How
Tailored social media apps
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Social Media: Web 2.0: How
Integrated blogs
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Social Media: Web 2.0
Social Media: Web 2.0
 What is it?
 Why bother?
 How does it work?
Social Media &

SiB
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Social Media: Web 2.0: Why
 Current SiB setup
Audience
SiB Site
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B. Social Media: Web 2.0: Why
 What happens when
Audience
you engage social
media?...
SiB Site
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Social Media: Web 2.0: Why
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C. Social Media & SiB: Why
Websites are the most common way that SC staff hear

about SiB
120 thousand blog pages are talking about 'Standard

Chartered'.
Over 14 thousand blog pages are talking about SC

marathons
Over one thousand blog pages are talking about SiB

 There are over 180 individual facebook groups which
bring together thousands of people.
We need to be facilitating their enthusiasm and
listen and join the conversations that already
happening.
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Social Media & SiB
Benefits to SiB/SCB…
 Positive media coverage
 Brand equity – differentiate SC from its competitors
 Financial institutions are only just starting to get onboard,
so there is room to be a leading player in the field.
 Staff engagement/moral/recruitment etc
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