120327m2c

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Presentation at m2c in hamburg germany, March 2012

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  • Just kidding about the 87%. But we’re mostly like everyone else.
  • Once brands discover their voice entering into social media, they can build honest relationships with their consumers. That means turning to them for advice on how your business can perform better. Crowd sourcing can mean small changes that equal big differences in your customers lives..Devo consulted their fans digitally on every aspect of their upcoming album, thus guaranteeing a record their community would love.
  • When we launched our customer service on twitter account, we tried to be a bit more human than that. So one of the things we did was put my face on the page. To HUMANIZE the experience. But we did that right before we mailed 12 million letters raising the interest rate on your credit cards.
  • Even with all this excitement of social media, there’s still a lot of questions that need answ3ered. For example. Miley Cyrus deleted her twitter account, but yet her tweets live on. Us gov to now archive social dataWhat will the long-term reaction be to using consumer data? What about privacy?Brands exploring new ways to use, store & analyze social data against there customer base
  • 120327m2c

    1. 1. Social Business:Telling a Few Truths, Debunking a Few MythsJaime PunishillGlobal Head of WM Digital Distribution & Content Strategym2c2012@jpunishill
    2. 2. IT’S THE ECONOMY, STUPID
    3. 3. IT’S ABOUT CONTROL, STUPID
    4. 4. WHO CONTROLS YOURBRAND?
    5. 5. Source: Brandtags.net, created with wordle.net Socialnomics: 25% of “The head of social mediasearch results for top 20 at McDonald’s is thebrands are links to user customer” generated content
    6. 6. Go Read Open Leadership
    7. 7. YOUR WHOLE COMPANY ISSET UP TO RESIST CHANGE
    8. 8. Most companies STILL don’t get digital,nevermind social
    9. 9. How well does digital represent your firm?
    10. 10. “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media. The old media was PAY to PLAY. Now you get back what you can authentically put in. You’ve got to be willing to PLAY to PLAY.” Alex Bogusky, CP&BBUT are you ABLE to PLAY w/o being Nestle?
    11. 11. IT’S ABOUT CONTROL, STUPID
    12. 12. Start by admitting your not in control http://www.charleneli.com/open-leadership/ http://t3.gstatic.com/images?q=tbn:ANd9GcT-Po6yUiC5Re9dF4E_dUsO8OVvN-Xu-dQjs-0UcNFm9gCWLo2QmA
    13. 13. If they can figure out how to do it, what’sstopping your firm?
    14. 14. CHASE: This call will be monitored orrecorded…ANN: “Yes it will.” http://www.youtube.com/watch?v=_9mqj7jD0QE
    15. 15. Getting in isn’t your biggest challenge, it’s what to do once you get accesshttp://piccsy.com/2011/04/studio-54/ http://www.bachelorvegas.com/nightclubs/jpegs/studio54/studio-54-night-club.jpg
    16. 16. DON’T BRING A KNIFE TO AGUN FIGHT
    17. 17. http://www.swamedia.com/releases/a714b09b-6c39-403a-4446-41004e021c55
    18. 18. You can’t hide, don’t try
    19. 19. You can’t hide, don’t try
    20. 20. be authentic
    21. 21. be honest about who you ARE
    22. 22. and who you are NOT
    23. 23. You ARE a change manager, aka Sisyphus
    24. 24. You are NOT Ramone
    25. 25. if you are going to listen, actually listen
    26. 26. metrics matter … a lot• No right metrics
    27. 27. Only one metric really matters
    28. 28. metrics matter … a lot• No right metrics• Meaningful to your leaders• What is the ROI for the phone?
    29. 29. What is the ROI of pants?
    30. 30. there IS a price to humanity “TheSo plan for the WORST, early most hated man on the internet”
    31. 31. build out controls, this stuff lasts forever
    32. 32. Your control functions are not these guyYou can’t value LOVE, but you can put a price on divorce
    33. 33. More lessons learned • This is a cultural • Social business vendors are transformation, understand not yet ready for scalable your organization’s tolerance primetime for openness • Don’t underestimate how • Don’t underestimate the time different this is from BAU you’ll need to evangelize (e.g. VA, Twitter API, profanity) • Every group has to staff • Expect to help everyone else • Social Business is NOT real do their job – if you actually time want it done in a way that is • Social Business is not FREE usable for something new like social media
    34. 34. THANK YOU!Jaime Punishill646-223-7959@jpunishillwww.linkedin.com/jpunishillwww.slideshare.net/jpunishilljaime.punishill@thomsonreuters.com

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