Ceo Guide To Social Media

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

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Ceo Guide To Social Media

by Peter Baeza on Nov 05, 2009

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Ceo Guide To Social Media — Presentation Transcript