CEO GUIDE TO
SOCIAL MEDIA
Peter Baeza
peter @infoaction.se
www.infoaction.se

You might have heard of
and a few more……….

Today’s session

So what is social media?
Depends on who you ask.
Not even experts agree on
a single definition.
Fairly new, still a lot of
ideas, huge reach, while
still in it’s infancy!

A broad definition of social media
Media where the
consumer is an
active participant

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.

Facebook facts (Nov 03, 2009)
In perspective: Only China and India
have a larger population than Facebook

Social media impact!

Obama’s social media stats
(2008 campaign)
+5 million friends / fans in
15 social networks
+20 million YouTube views
Raised 6.5 million USD from
online donors
Can social media improve your campaigns?

bad examples
http://www.youtube.com/watch?v=5YGc4zOqozo
Be a part of the discussion before it’s
too late. Give your honest version, and
realize that censorship will make
things much worse.

Good examples

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!

Short demo: Twitter Support
http://www.youtube.com/watch?v=N_Nxly0jlik

The power of ideas
Customer Ideas:
- Creative / out-of-the-box
- Promotion by votes
- Implemented Ideas shows that you are listening!

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!

Key terms
Web 2.0
API
Mashup Enterprise Enterprise
Cloud
Std ~75,000 ~30,000 ~25,000 ~21,000
Std
~20,000 ~ 11,000 ~9,000 ~5,000 ~5,000 ~5,000
~4,000 ~4,000 ~3,500 ~3,200 ~3,000 ~2,900

Close the gap!
Companies IT-investments
Customers are here:
Contact Center
Community Sites

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