Are you a native? Fluent
social media participants are (mostly) born digital, later than ~ 1982 Digital immigrants have an accent - Print e-mails - Can imagine life without wikipedia - Don’t share
big players - summary Social
Networking: Founded 2004, +300 million users (~22% mobile) spending 8 billion minutes per day, +35 years and older group grows fastest, friends / fans / groups, +350,000 applications (+250 apps with +1 million users), +2 billion photos and +14 million videos uploaded per month. Professional Networking: Founded 2003, +50 million users, 1 new user every second, relationships, corporate and alumni groups, recommendations, popular recruiting tool. Microblogging: Founded 2006, tweets under 140 characters, +50 million users, 1,000% growth 2008-2009, 25 million tweets per day, many mobile users, tweets are public. Video sharing: Founded 2005, 20 hours of video uploaded each minute, +100 million US viewers per month, +120 million videos. Blogging software and site: Open Source Software, ~8 million hosted blogs, 200 million visitors per month.
Awakenings 2005: Dell Hell (Jeff
Jarvis, The Buzz Machine Blog) 2006: Oops my Dell is on fire! 2009: Ranked no 2 in social media engagement Dell Best Practices: - Be conversational from start - Make social media part of the job - Synchronize content across channels
Accept facts "These conversations are
going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation." Michael Dell in BusinessWeek, October 2007 With hard work, angry customers can be turned into loyal fans!
Full-duplex “Marketers don't understand channels
where you have to talk and listen at the same time……. ……. The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” Josh Bernoff on http://blogs.forrester.com/groundswell Social Media are Full-Duplex. You must be able to handle this!
The voice of your employees?
http://www.youtube.com/watch?v=xaNuE3DsJHM http://www.youtube.com/watch?v=ivjybzdXVmI http://www.youtube.com/watch?v=a1iyN7Y-jJQ http://www.youtube.com/watch?v=V09_sFjvt50
Social media policies Company do’s
and dont’s online Employee do’s and dont’s online Others (customers, partners etc.) do’s and dont’s on company properties Protects the company Empowers employees Alignment with existing policies 3 Great Social Media Policies to Steal From http://www.openforum.com/idea-hub/topics/technology/article/3-great-social- media-policies-to-steal-from-jennifer-van-grove-1
Relationship marketing 1.0 ”… people
en masse distrust marketing and marketers. … our ostentatious attempts to declare undying love, to get ever closer to the customer, … are immediately discounted … Customers start from a position akin to ’who is this lying and thieving bastard and why is he pretending to care for me’ …”* * Brown, S. (2000). The Three R’s of Relationship Marketing: Retroactive, Retrospective, Retrogressive. In T. Henning-Thurau & U. Hansen (Eds.). Relationship Marketing. Berlin: Springer
Relationship marketing 2.0 Honest multi-way
sharing of information earns trust from customers. Web 2.0 and social media are the channel but the message must be true, in tune and preferably fluent. And remember: If you can’t stand the heat, get out of the kitchen!
Trust 90 % trust recommendations
from people they know 70 % trust consumer opinions posted online 56 % trust advertising With too much info - More and more choices are trust-based!
Share Open Source developers share
code and ideas Shared knowledge grows Thoughts are shared in social networks Sharing is much more than file-sharing Willingness to share what’s interesting is a core value needed for social media success But Information Hoarding is an ingrained behavior! You must deal with values and existing behavior to succeed!
Getting started in 8 steps
1. Secure names (company name, trade names, executive names, product names etc.) 2. Create account / profile on LinkedIn and Facebook 3. Connect with at least 100 people 4. Create a Twitter account and find at least 10 industry people to follow 5. Find at least 10 industry blogs to follow 6. Listen 7. Form a strategy 8. Implement it – and keep listening….
Form a strategy Define purpose
CRM, Reputation Management, Events, Sales & Promotion, Support etc. Decide Which networks Who to follow What to create Who to enlist How to engage
Sample strategy Purpose: Crisis Management
Networks: Twitter and blogs Follow: Own brand, products and issues Create: Explaining responses, direct to resources, updated information Enlist: Partners Engage: Raise issues, answer questions, respond rapidly, show concern
Connect with me If you
are an personal friend (and speak Swedish) http://www.facebook.se/people/Peter-Baeza/681348141 If you have done or maybe will do business with me http://se.linkedin.com/in/peterbaeza http://twitter.com/peterbaeza peter @infoaction.se www.infoaction.se
Sources 3. Image: Damien Basile
on Flickr; http://www.flickr.com/photos/damienbasile/ 9. http://www.checkfacebook.com 14. ENGAGEMENTdb report, July 2009; http://www.engagementdb.com 21. Image: Stéphane Giner on Flickr; http://www.flickr.com/photos/stephaneginer/ 23. Nielsen Global Online Consumer Survey, July 2009