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Business and the social web

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Brief overview how social media is impacting on business with an emphasis on public relations and marketing communications.

Brief overview how social media is impacting on business with an emphasis on public relations and marketing communications.

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Business and the social web Presentation Transcript

  • 1. Business and the social web Stuart Bruce UK’s Outstanding Small Consultancy
  • 2. Samsung laptop Digital Sony Ericsson camera Portable Bluetooth Sony digital hard drive head set Flip video recorder camera Sony Ericsson USB flash Mobile broadband Xperia X1 smart phone drive dongle
  • 3. IT’S ALL ABOUT COMMUNITY, IT WAS NEVER ABOUT TECHNOLOGY
  • 4. EVERY SECOND Two new blogs created Two million emails sent Seven new PCs sold 1,157 videos viewed on YouTube Seven people log-on for the first time 23 Twitter messages sent Inspired by Dell’s Kerry Bridge
  • 5. “The era of mass media is giving way to one of personal and participatory media, that will profoundly change both the media industry and society as a whole” quot;Eventually, most businesses will use blogs to communicate with customers, suppliers and employees“ Bill Gates, Microsoft quot;It is difficult, indeed dangerous, to underestimate the huge changes this revolution will bring or the power of developing technologies to build and destroy - not just companies but whole countries.quot; Rupert Murdoch, Chairman, News Corporation
  • 6. May 2005
  • 7. GARTNER HYPE CYCLE Twitter Facebook Visibility Websites E-commerce Blogs Second Life Audioboo Technology Peak of Inflated Trough of Slope of Plateau of Trigger Expectation Disillusionment Enlightenment Productivity Inspired by Microsoft’s Tom Murphy
  • 8. OUTREACH OBJECTIVE Transparent, candid and quick communication RESULTS Join conversations on hundreds of blogs VERY positive customer responses Pay attention regardless of size of blog Negative sentiment has dropped nearly 30% since August ’06.
  • 9. RESOURCE OBJECTIVE Transparent, candid and timely communication RESULTS More than 400,000 unique visitors every month 100-200 comments per week Expanding: English, Spanish, Chinese, Japa nese, Norwegian
  • 10. LISTEN AND ACT OBJECTIVE Encourage ideas, feedback, input and dialogue RESULTS More than 11,000 ideas generated by the community Dell has implemented more than 300 ideas Integration: new Facebook applications
  • 11. CROWD SOURCING
  • 12. ISSUES MANAGEMENT ISSUE Stop the Great HSBC Graduate Rip-Off! RESULT Almost 6,000 members Mainstream media coverage HSBC admitted defeat and backed down
  • 13. OUTREACH  Number one watched programme on BBC iPlayer for two weeks after event  Theme song watched more than 144,000 times on YouTube  Exclusive previews seen more than 91,000 times on YouTube  … even an executive interview watched more than 6,000 times!
  • 14. OBJECTIVE Catch up and beat other competitors who ‘did’ social media first RESULT “a master class for companies to actually implement social media strategies” - Somesso
  • 15. XPERIA LAUNCH
  • 16. LISTEN METHODOLOGY  Seeded survey with 21 blogs RESULT  More than 200 responses within 24 hours “This is great news and really a great initiative. I’ve been begging Sony Ericsson to get something like this started for ages now” “I’m quite happy that companies like SE also discover blogs and bloggers as a valuable media source”
  • 17. BUILD OBJECTIVE  Create a trusted community for two-way dialogue RESULT  Almost 255,000 unique visitors  … with almost ¾ million page views  More than 1,115 comments  More than 209,000 related links  First page of Google for seven out of 10 key target phrases…  … and the top result for three
  • 18. OUTREACH OBJECTIVE Increase awareness of World View competition RESULT Target Result 25 blog 233 blog partners partners 10,000 page 274,122 impressions impressions 10 countries 32 countries
  • 19. C-suite Chief Executive Corporate Social media communications Human resources Legal Marketing Customer communications services
  • 20. REMEMBER Think like a customer Your business units don’t matter to customers A conversation involves listening Never try to hide the negatives – you’ll fail Respond in minutes and hours, not days and weeks If you say it, then meant it Your community owns your brand and messages It’s public relations
  • 21. “Great companies will excel in transparency… … bad companies will fail”