Business Of Social Media
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Presentation at the Gordon Institute of Business (GIBS), http://www.gibs.co.za/

Presentation at the Gordon Institute of Business (GIBS), http://www.gibs.co.za/

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Business Of Social Media Presentation Transcript

  • 1. the business of social media Matthew Buckland matthewbuckland.com GM: M&G Online Presented at the Gordon Institute of Business July 2008
  • 2. What’s the fuss? We’ve been networking for years As old as humanity, itself
  • 3. ...but online It’s more efficient, cheaper, easier to create communities Do it on a grand scale
  • 4. Business is about... Connecting people & ideas in the information economy
  • 5. It’s part of us Networking is a biological urge. Our bodies work as networks.
  • 6. 2 key motives for joining social network: "I want to communicate better with the people that I already know and trust". "I want to increase my visibility so that I can connect with more people".
  • 7. YOU! We are networking Right now, right here in this room
  • 8. Take it further online? Extend life online? Grow bigger?
  • 9. Types ...of social networking & media with business application ...can be external or internal Some types ...of social media with business application ...can be externally or internally focused
  • 10.
    • “ Blogs good for business”- Bill Gates
    • 5% of fortune 500 companies blog [1]
    • 34% large companies blogging [2]
    • Conversations betw readers & writers, companies & customers
    • Attract community via what you write
    • Direct customer service and comms: CRM function
    • Influence thinking about subject
    • Position executive & company as industry leaders
    • Policy, terms & conditions NB
    [1] Anderson C. and Mayfield R. Fortune 500 Business Blogging Wiki [Via wikipedia] [2] JupiterResearch, (June 26, 2006) JupiterResearch [Via wikipedia] TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
  • 11.
    • EG: Specialised doctor’s social/business or media/journalist network
    • Generalist networks can’t cater for specialist niche demands
    • As a company you can create, invest in or join a relevant niche industry network
    • Build relationship with potential business partners, clients, employees, even competitors
    • Knowledge-sharing and good positioning
    TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
  • 12.
    • Examples include Linkedin.com or Xing.com
    • Entrepreneurs love these
    • Used to headhunt, form relationships
    • Can be used to market company
    • Used by employees to build relationships, but also find employment
    TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
  • 13.
    • These include apps like Facebook
    • Fun & personal, but also business application
    • Need to be subtle about business activity
    • We recruit from private and business networks, why not from Facebook?
    • 30,000 Microsoft employees, 8,500 Googlers, etc.
    • Relationships are ripe for exploiting for business networking
    TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
  • 14.
    • Short form of blogging, includes Twitter.com
    • For those too busy to blog, or can’t write 
    • Could also add social bookmarking: del.icio.us, digg.com and local muti.co.za
    • Knowledge sharing and collaboration example can be applied internally to your organisation?
    • Break down silos, create efficiencies
    TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
  • 15.
    • Collaborative publishing: anyone can create, write & edit a webpage
    • Internal or external –good for “how-to” guides and manuals, documenting experiences
    • Obsidian: local tech company uses wikis for its diverse, travelling consultants
    TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
  • 16.
    • Beefed up intranets with social networking features: profiles, contact sharing, content sharing, knowledge sharing
    • Joint corporate directories (centralised & efficient)
    • SAP solutions, IBM’s enterprise social networking suite, called Lotus Connections
    • Unlock the latent knowledge & expertise within organisation and employees heads
    TYPES Corporate blogging Niche networks Professional networks ‘Social’ networks Micro-blogging Wikis Intranet 2.0
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  • 26. Openess vs privacy Confidentiality NB for company Manage this tension Companies = “walled gardens”
  • 27. Driven by internet and mobile communications, networks are turning into the major means of doing business ... Simply put, networks will make the world go round. So controlling the networks of this world will soon count for more than controlling the capital. Netocracy, by Jan Söderqvist and Alexander Bard (2001)
  • 28.
    • Get hold of me on
    • Presentation also available on:
    • www.slideshare.net/matthewbuckland
    Thank you msn: [email_address] Skype: matthewbuckland Linked in: matthewbuckland Twitter: matthewbuckland Facebook: matthew buckland Blog: www.matthewbuckland.com Email: [email_address]