Harnessing social media for business
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Harnessing social media for business Harnessing social media for business Presentation Transcript

  • “ Harnessing social media for communication in the credit industry. ”AICM
(WA)
breakfast
16.09.11Nick
LeighAssociate
Director,
Digital
Media
UnitCurAn
University
of
Technology
  • about social media*
  • “The intro bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Reveal
0me
<a
bit
about
me>★ Background
in
visual
comms
and
digital
stuff★ Survived
Web
1.0,
surviving
higher
ed
(so
far..)★ Stop
me
for
a
chat
at
any
point! Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Ques0on
0me
<a
bit
about
you>★ So
who’s
social?★ What
about
professionally?★ What
do
you
hope
to
get
out
of
today? Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Agenda
0me
<give
or
take>★ Why
social
maSers
(like
it
or
not)★ GeUng
some
context
–
war
stories,
do’s,
don’ts★ The
how
to’s
–
rules
of
engagement,
strategies★ Bonus!
Tasty
take‐aways Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Outcomes
0me
<to
tell
the
boss>★ Compelling
reasons
to
get
with
the
picture★ Tools
to
get
you
thinking,
listening,
doing★ Ideas
to
implement,
spread
and
get
results Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Caveats
0me
<just
in
case>★ 88.2%
of
stats
are
made
up
on
the
spot
(Vic
Reeves)★ The
only
constant
is
change★ All
for
one
not
one
for
all★ The
teacher
becomes
the
pupil Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The why bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The why bit. ”wtf) (omg Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • stock.xchng
  • Past Source: PHD Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Today Source: PHD Harnessing
social
media
for
communicaAon
in
the
credit
industry(thanks Peter Harris) AICM
(WA)
16
September
2011
  • Context
0me
<teh
interwebz>★ Whachoo
talkin’
bout
Willis?★ The
web
has
changed
many
things,
specifically
the
 behaviour,
expectaAons
and
power
of
our
customers★ All
our
stakeholder
groups
have
become
informed,
 impaAent,
mobile,
social
and
criAcal★ We’re
selling
to
them
on
digital
channels
but
haven’t
 all
updated
our
businesses
accordingly Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Context
0me
<teh
interwebz>★ Whachoo
talkin’
bout
Willis?★ The
web
has
changed
many
things,
specifically
the
 behaviour,
expectaAons
and
power
of
our
customers★ All
our
stakeholder
groups
have
become
informed,
 impaAent,
mobile,
social
and
criAcal★ We’re
selling
to
them
on
digital
channels
but
haven’t
 all
updated
our
businesses
accordingly Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “More
than
25%
of
search
results
on
Google
for
the
world’s
20
largest
brands
are
links
to
user‐generated
content.(SES
Magazine,
from
Social
Media
Today,
09.04.10) ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “More
than
25%
of
search
results
on
Google
for
the
world’s
20
largest
brands
are
links
to
user‐generated
content.(SES
Magazine,
from
Social
Media
Today,
09.04.10) ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Stats
0me
<caveat
no.1!> ★ 3.5
billion
pieces
of
content
shared
Facebook
/
week ★ Youtube:
2
billion
views
per
day ★ 700
million
on
Facebook,
200
million
on
TwiSer ★ 96%
of
18‐35
year
olds
are
on
a
social
network ★ 30
million
tweets
per
day ★ 78%
of
consumers
trust
peer
recommendaAons... ★ ...and
only
14%
trust
adverAsing* Harnessing
social
media
for
communicaAon
in
the
credit
industry(eExpectations 2010) AICM
(WA)
16
September
2011
  • Reality
0me
<keep
calm,
carry
on>★ The
social
web
is
not
new...or
social.
It’s
just
the
web★ However,
it
is
instant
and
global...and
so
is
the
impact★ They’re
talking
about
you
and
to
you
on
these
channels★ It’s
happening
whether
you
like
it,
know
it
or
neither★ The
impact
on
business
is
game
changing Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Reality
0me
<keep
calm,
carry
on>★ The
social
web
is
not
new...or
social.
It’s
just
the
web★ However,
it
is
instant
and
global...and
so
is
the
impact★ They’re
talking
about
you
and
to
you
on
these
channels★ It’s
happening
whether
you
like
it,
know
it
or
neither★ The
impact
on
business
is
game
changing Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The gory bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The gory bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Using social media at Curtin May 2011Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • Using social media at Curtin May 2011Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • Using social media at Curtin May 2011Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • “You’re doing it wrong. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “You’re doing it wrong. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Outcomes
0me
<1.0>★ This
is
conversaAon
and
content,
not
just
broadcasAng★ Time
to
relinquish
control
(you
never
had
it)★ Conduct,
responsiveness
and
transparency
are
criAcal★ Compelling
case
to
engage
customers
via
social
 channels.
They’re
there...why
wouldn’t
you
be?★ The
opportunity
cost
of
not
adding
social
to
your
 communicaAons
is
the
potenAal
to
lose
business. Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The how bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The how bit. ”w) (ft Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 1.
Get
reading★ Find
your
change
agents,
case
studies.
Subscribe★ Understand
your
(new?)
operaAng
environment★ Get
to
know
your
stakeholders
and
markets...again Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 2.
Get
listening★ Find
your
channels★ Seek
out
your
influencers
and
champions★ Set
up
a
monitoring
service Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 3.
Get
analysing★ Get
your
facts
straight
‐
data
not
opinions★ Trend
monitoring,
industry
insights★ Do
your
business
analysis
and
set
objecAves Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 4.
Get
buy
in★ Get
strategising,
prepare
your
company.
Teach/learn★ Train
every
touch
point
in
transparency
and
empathy★ Allocate
resources
‐
not
token,
not
try
hard Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 5.
Get
going!★ Start
small!
Controllable
project
or
issue★ Stay
focused
on
clearly
defined
goals
and
objecAves★ Communicate,
collaborate,
network,
parAcipate,
 build,
listen,
respond,
add
value...engage Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 6.
Get
measuring★ SubjecAve,
qualitaAve
and
quanAtaAve
measures★ Report
‐
review,
discuss,
learn,
develop★ Establish
a
cycle
and
build
into
your
operaAons★ Rinse
and
repeat... Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • 6. Get measuring 1. Get reading5. Get going 2. Get listening 4. Get buy in 3. Get analysing Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Rules
of
engagement★ Listen.
It’s
all
about
your
audience.
By
opening
up
a
social
 media
channel,
you’re
inviAng
them
in.
Are
you
ready?★ Control.
You
never
had
it
anyway.
Once
you
set
social
 projects
loose,
you
can
only
steer.
And
hang
on.★ Engage.
This
isn’t
a
one‐way
deal,
you’re
not
preaching,
 telling
or
broadcasAng.
You’re
engaging.
Are
you?★ Personality.
Have
one.
Very
few
will
follow
a
dull,
 ambiguous
or
faceless
corporaAon.
So
give
it
some
gusto. Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Rules
of
engagement★ Conduct.
You’re
talking
with
your
audience.
Be
appropriate,
 transparent,
relaxed,
have
empathy
and
be
human.
★ Value.
Add
it.
If
you
can’t,
there
is
no
reason
for
your
 audience
to
contribute,
respond,
engage
or
share.★ Success.
How
will
you
measure
success?
Have
you
found
 your
audience
and
improved
your
business?★ Fun.
Make
sure
you
have
some.
A
posiAve
approach
will
be
 reflected
in
your
interacAons
and
connecAons. Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Weapons
of
choice Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Weapons
of
choice Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Outcomes
0me
<2.0>★ A
process
framework
(game
plan)
to
work
to★ Rules
of
engagement★ Now
for
the
details... Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The clever bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The clever bit. (#w ”g) innin Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Social
project
<business
case>★ Purpose:
why
am
I
doing
this?
CriAcal
you
nail
this★ Objec0ves:
what
will
it
deliver?★ Requirements:
what
do
my
audience
and
business
need?★ Roles
and
responsibili0es:
who
will
be
involved?
Approve
it?★ Audience:
who
are
they
and
what
are
their
characterisAcs?★ Scope:
what
will
and
won’t
be
done
on
the
channel?★ Risks,
assump0ons:
what
impact
might
this
channel
have? Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Social
project
<strategies>★ Content:
what
value
are
you
going
to
add?★ Engagement:
how
are
you
going
to
engage
your
audience?★ Resourcing:
who’s
going
to
operate/maintain
this?★ Launch:
how
are
you
going
to
announce
this
channel?★ Repor0ng,
op0mising:
how
will
you
measure
success? Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Harnessing
social
media:
how
to
communicate
with
students
in
2011
ATEM
Professional
Development
event
16
February
2011
  • Checklist
<walk
before
running>★ Channels:
do
I
understand
the
channels,
their
use,
their
 reach,
their
purpose,
their
impact?★ Business
case:
what
am
I
doing
this
for?
Is
it
signed
off
 by
management?★ Training:
am
I
skilled
up
in
social
media?
Do
I
know
the
 rules
of
engagement?★ Review:
is
it
feasible?
Is
it
already
being
done
by
 someone
out
there? Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • And
there’s
more
<sAll
walking>★ Audience:
are
they
there?
Does
this
project
fulfil
an
 unmet
need
and
are
these
channels
appropriate
to
them?★ Resources:
do
I
have
everything
I
need?
Can
I
sustain
it
 once
it’s
going?★ Management:
do
they
understand
the
implicaAons
of
my
 social
media
project
and
fully
support
it? Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Don’ts
0me
<keeping
it
real>★ Don’t
spread
your
net
too
wide,
focus
on
your
channels★ Don’t
obsess
over
technologies
or
tools
–
they
change★ Don’t
forget
the
control
thing
–
let
it
go
and
roll
with
it★ Don’t
get
overwhelmed,
just
focus
on
your
arena★ Don’t
forget
mobile
–
always
on★ Don’t
forget
to
play
nice:
be
a
customer
(to)
yourself Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Don’ts
0me
<keeping
it
real>★ Don’t
spread
your
net
too
wide,
focus
on
your
channels★ Don’t
obsess
over
technologies
or
tools
–
they
change★ Don’t
forget
the
control
thing
–
let
it
go
and
roll
with
it★ Don’t
get
overwhelmed,
just
focus
on
your
arena★ Don’t
forget
mobile
–
always
on★ Don’t
forget
to
play
nice:
be
a
customer
(to)
yourself Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The examples bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Case
study
<community> Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Case
study
<community> Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Recruitment
<business
case>★ Purpose:
to
help
students
through
high
school
into
uni★ Objec0ves:
30%
market
penetraAon,
help
2%
prefs
increase★ Requirements:
safe,
engaging,
community,
Amely,
integrated★ Roles
and
responsibili0es:
agency,
markeAng,
digital
media★ Audience:
Year
11
and
12s
(WA
only)★ Scope:
hosted,
targeted,
complementary
to
website★ Risks,
assump0ons:
no
interest,
cost,
hosAng,
compeAAon Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Recruitment
<strategies>★ Content:
value,
Ame,
flexibility,
tools,
topics
★ Engagement:
forums,
chat,
applicaAons★ Launch:
Student
Edge,
expos,
Facebook,
schools★ Repor0ng
and
op0misa0on:
weekly
and
monthly,
 qualitaAve
and
quanAAve Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Results
<winning>★ Members:
13,566
(up
from
4,677
in
Feb)★ Time
on
site:
2mins
55sec★ Usefulness:
95.9%
found
it
easy
to
use
and
content
useful★ Awareness:
91.2%
said
it
raised
awareness
of
CurAn★ Preference:
48.4%
more
likely
to
choose
CurAn
first
(+32.7%)★ RecommendaAon:
90.3%
would
recommend
to
a
friend★ Awards:
10
awards
inc.
AIM
markeAng
program
of
the
year Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Case
study
<event> Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Case
study
<event> Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Event
<business
case>★ Purpose:
increase
noise,
‘buzz’
and
interacAon
around
event★ Objec0ves:
what
will
it
deliver?★ Requirements:
easy,
accessible,
useful,
manageable★ Roles
and
responsibili0es:
DMU,
PR,
FSC
&
other
acronyms★ Audience:
Yr
11
&
12
plus
influencers
‐
smartphone
users★ Scope:
outbound
acAvity
program,
inbound
comments★ Risks,
assump0ons:
users
are
mobile,
find
the
channels Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Event
<strategies>★ Content:
tailored
core
messages,
reminders,
comment
★ Engagement:
TwiSer
&
Facebook,
casual
tone★ Launch:
included
in
all
media,
website,
adverAsing★ Repor0ng
and
op0misa0on:
pre
event,
post
event Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Results
<happy.
much>★ 98
tweets
(approx
4/hr):
50
replies★ Surge
in
TwiSer
followers
on
the
day
‐
300+★ 22
Facebook
posts:
10‐40
likes,
3‐10
comments
per★ Surge
in
Facebook
‘likes’
‐
300+ Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • Outcomes
0me
<3.0>★ Examples
of
implemented
strategies★ Structure
and
tools
to
get
you
going★ Some
foundaAons
for
ideas..? Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The takeaway bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “The takeaway bit. ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Hints
and
0ps
0me
<101>★ Facebook/TwiSer
yeah
yeah.
Try
blogs,
instant
 messaging,
forums,
videos,
3rd
party
websites,
 communiAes,
reviews★ Take
the
opportunity
to
widen
your
content
scope★ Resist
the
urge
to
use
corporate
speak... Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “Same sh*t, different distribution channel. Laurel
Papworth
@Silkcharm ” Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Story
0me
<on
digital>★ People
stories
will
always
be
more
interesAng
than
 product
or
service
stories.
What
does
your
service
 or
business
do
for
your
customers?★ You
have
factual
channels
–
so
substanAate
these
 with
dialogue,
examples,
success
stories,
news.
 Be
invenAve
and
creaAve★ Empathy.
It’s
all
about
them.
Never
forget
this. Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • Takeaway
0me
<we
made
it!>★ For
credit
managers
it’s
a
line
of
conversaAon
credit★ Surprise
yourselves
–
innovate,
dare
and
differenAate★ Take
the
difficult
stuff
offline
and/or
garden
wall★ The
biggest
investment
is
skill
and
Ame★ Customer
service.
I’ll
repeat:
customer
service. Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011
  • “ happy bit.The ” stock.xchng
  • “Thanks for your time. ”Nick
Leigh

@nixstuffnickjleigh@gmail.com Harnessing
social
media
for
communicaAon
in
the
credit
industry AICM
(WA)
16
September
2011