5 Things about Social Media Evelyn So30th October 2009

Social Media is not Facebook, Twitter, …2#1What if Facebookdies tomorrow?Social Media will live on.

Social Media is not new3#2Think: Communication via the latest technology“New” because…tipping point in the biz landscape

4Generations of Technology

5Psst, we’re the best!Which one?What are they saying?That one!We listen, we talk, we learn

#3Social Media is not marketing(as in, marketing communication)Ecosystem – not another push channelImpact on the core strategy and operationOwned by the whole organization6

“Not marketing?What else is it good for?”7

Marketing and PRResearch (customer, competitor, etc.)Product improvementNew product development / co-creationService SupportSalesHR….and more8What’s Social Media good for?

“Why has it got to do with biz strategy, operation or culture?”9

Customers are co-shaping your reputation everyday Leaders will identify issues before they happen You realize that your customer does not care where you want them to go You know that <1% of a customer’s time is spent purchasing a product – 99% is spent browsing and socializingE-commerce will become E-communityYou focus on how people consume content and understand how it is changing Media world has changed – 74 /100 top outlets are blogs/online sitesThere is not a destination for customersSyndication of content matters more than traffic 10-20% customers call each year due to problems – 80-90% will not call the company despite problemsCustomers want to do 3 things to help each other – share ideas, share product knowledge, solve problemsWe don’t have to measure trust internally, we live itWe judge people on how they interact with us – customers do the same thingPreparing for yesterday is ineffective – old models/habits hold back innovation Understand ethical behaviour is a key part of maintaining trust10Bob Pearson (Dell)10

Examples:Companies Who Are Doing It Right11

12Social Ecommerce@etsy 1,030,481 Followers2 CommunitiesBuyers SellersSuperb user experience viaFocused targets (products, users)DesignTechnologyCommunity cultivation12

@etsy 1,030,481 Followers

2 Communities

Buyers

Sellers

Superb user experience via

Focused targets (products, users)

Design

Technology

Community cultivation

Technology, Your Way13@kogibbq, 47,351 FollowersTweet mobile van’swhereaboutPersonal touch

@kogibbq, 47,351 Followers

Tweet mobile van’swhereabout

Personal touch

14 Culture-driven Business@lululemon18,100 Followers“Dancing, singing, flossing, and tweeting from the lululemon head office in Vancouver, BC.”Consistent brand persona – online and in store

@lululemon18,100 Followers

“Dancing, singing, flossing, and tweeting from the lululemon head office in Vancouver, BC.”

Consistent brand persona – online and in store

Social Media is nothingwithout content15#4What are the stories? Where are the stories?Influencers telling the storiesAmbassadors spreading the news

16Have you considered….Conducting interviews with influencers on Twitter? Retweets (and subsequent blogs) can spread like wild fire!How people hear about a charity event or a special promotion through socializing with friends on Facebook? It is not about organizations approaching people, but spreading stories through networks and ambassadors.

Conducting interviews with influencers on Twitter?

How people hear about a charity event or a special promotion through socializing with friends on Facebook?

Social Media is not free17#5To do it right, you need 5 steps..that requires people and time (=$)

18

Summary19

20Psst, we’re the best!Which one?What are they saying?That one!We listen, we talk, we learn

#1. Social Media is not Facebook,Twitter, etc.#2. Social Media is not new.#3. Social Media is not marketing.#4. Social Media is nothing without content.#5. Social Media is not free.21

Connect with me!www.noesium.comevelyn.so@noesium.comwww.noesium.com/blog@evelynsowww.linkedin.com/in/evelynsonoesium22