Gordon Gekko Is Dead:How Competitive Advantage is Shifting in the Social Media Age.<br />Joanne Jacobs<br />Social Media E...
Scope<br /><ul><li>How social media affects business
Why social media is crucial to competitive advantage
What traditional business practices need to be 'unlearned'
Where to from here?</li></li></ul><li>Gordon Gekko: &apos;Greed is Good&apos;<br />http://www.youtube.com/watch?v=7upG01-X...
Greed is Dead<br /><ul><li>Greed caused the current recession
Drive for higher profits can lead to poorer quality goods
Public relations and marketing disciplines grew from a need to manage customer service
Harder to deliver authenticity of customer service with poor quality goods</li></li></ul><li>Competitive Advantage<br /><u...
Cost Advantage
Differentiation Advantage
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SMiB09 Joanne Jacobs

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Gordon Gekko Is Dead
Joanne Jacobs - How Competitive Advantage is Shifting in the Social Media Age.

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Transcript of "SMiB09 Joanne Jacobs"

  1. 1. Gordon Gekko Is Dead:How Competitive Advantage is Shifting in the Social Media Age.<br />Joanne Jacobs<br />Social Media Expert Consultant<br />Email: joanne@joannejacobs.net<br />Twitter: @joannejacobs<br />Skype: bgbsjj<br />
  2. 2. Scope<br /><ul><li>How social media affects business
  3. 3. Why social media is crucial to competitive advantage
  4. 4. What traditional business practices need to be 'unlearned'
  5. 5. Where to from here?</li></li></ul><li>Gordon Gekko: &apos;Greed is Good&apos;<br />http://www.youtube.com/watch?v=7upG01-XWbY<br />
  6. 6. Greed is Dead<br /><ul><li>Greed caused the current recession
  7. 7. Drive for higher profits can lead to poorer quality goods
  8. 8. Public relations and marketing disciplines grew from a need to manage customer service
  9. 9. Harder to deliver authenticity of customer service with poor quality goods</li></li></ul><li>Competitive Advantage<br /><ul><li>Competitive advantage: Porter's 3 generic strategies:
  10. 10. Cost Advantage
  11. 11. Differentiation Advantage
  12. 12. Focus (niche)
  13. 13. All can be affected by greater access to information about products
  14. 14. Rise of comparison websites and user-generated responses has resulted in an increasing focus on value creation rather than cost, product or market differentiation</li></li></ul><li>Value of Corporate Messages<br /><ul><li>Brand perception versus product quality
  15. 15. Product quality versus reality in product consumption
  16. 16. Until the 1990s communication power vested in media
  17. 17. Rise of the internet diluted media power
  18. 18. Rise of social media inversely proportional to perceived value of corporate messages</li></li></ul><li>Social Media & Business Case Studies<br /><ul><li>Case studies: Negative impact
  19. 19. Habitat: twitter idiocy
  20. 20. Honda: fake endorsements on Facebook
  21. 21. Reverb PR: Apple AppStore endorsements
  22. 22. Case studies: Positive impact
  23. 23. Dell: Twitter (See also RWW)
  24. 24. H&R Block (Tax agents): Facebook
  25. 25. HSBC Business Network: private network</li></li></ul><li>Where to from here?<br /><ul><li>Ask yourself: WHY use social media?
  26. 26. REMEMBER social media doesn't make money; it saves money
  27. 27. MEASURE what you set out to achieve, not visits, hits, followers or fans
  28. 28. COMPETE on value creation, not cost or product differentiation </li></li></ul><li>Further reading<br /><ul><li>Superlist of Social Media Case Studies
  29. 29. Now is Gone Case Studies
  30. 30. HubSpot's 6 Social Media Marketing Lessons
  31. 31. Socialmedia.org's video case studies</li></ul>.... and contact a genuine expert for tailored advice. <br />(Genuine experts have 10 years or more experience in the tech sector.)<br />
  32. 32. Questions?<br />Joanne Jacobs<br />Social Media Expert Consultant<br />Email: joanne@joannejacobs.net<br />Blog: http://joannejacobs.net/<br />Phone: (+44) 07948 318 298<br />Twitter: @joannejacobs<br />SkypeIn: (+44) 0208 144 9348<br />
  33. 33. Image credits<br /><ul><li>Slide 1: http://stochastix.files.wordpress.com/2007/05/gekko-fortune.jpg
  34. 34. Slide 2: http://emersondirect.files.wordpress.com/2009/04/social-networks.jpg
  35. 35. Slide 3: http://cedricmnich.files.wordpress.com/2007/11/gordongecko.gif
  36. 36. Slide 4: http://www.e-bux.co.uk/images/800px-UK_Pounds_Sterling_3000_in_twenties.JPG
  37. 37. Slide 6: http://tylersclark.com/blog/uploads/2009/07/billboard.jpg
  38. 38. Slide 8: http://paradelle.files.wordpress.com/2009/07/compass.jpg</li>

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