George Anders on Making Sense of Social media


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George Anders on Making Sense of Social media

  1. 1. Making Sense of Social Media Wavelength R2 – 19 September 2012 George Anders
  2. 2. Our Arrival Quiz: What Did We Learn?10 1
  3. 3. Reshaping How We Stay ConnectedWhat’s Familiar What’s New
  4. 4. We Won’t Bring Social Media to Work Unless• It Saves Time For Us• It Sharpens Our Job Performance• It Passes the “John Lewis Test” – Winners Use It; Losers Don’t
  5. 5. How Each Platform Rates Digital Business Card and Address BookX Your Nieces on Holiday Useful If You Have the TimeLet’s Take a Closer Look
  6. 6. Is Twitter at the John Lewis Tipping Point?• Test Case: 2-Player Market• Relaunches Every 4 Years• 50.1% Market Share Is Crucial• Total Addressable Market: 300m People• Competitive Edges Are Fluid and Transient• Can Social Media Shape the Outcome?
  7. 7. Romney Does Well in Traditional Homes
  8. 8. But Obama Overwhelms in Social MediaTwitter followers (in millions) Facebook fans (in millions)
  9. 9. It’s As If Romney Had Digital Laryngitis
  10. 10. Making Obama Nearly Impossible To Catch
  11. 11. Even If We Aren’t In Politics …• We Still Want to Win New Customers• Gather Market Intelligence• Raise the Esteem of Our Brand• Spread Our Most Important Opinions• Improve Our Recruiting Profile
  12. 12. The Key Insight About Social Media“Y o u n e e d t o s t a r tt h e d i a l o g u e b yc o n t r i b u t i n gs o me t h i n g u s e f u l t ot h e c o mmu n i t y . O n c ey o u d o t h a t ,e v e r y t h i n g e l s e wi l lwo r k o u t q u i t e
  13. 13. Step 1: Share Great Ideas
  14. 14. Step 2: Pay Your Respects
  15. 15. Step 3: Create Prized Listening Posts• News: @BBCWorld; @NYTimes; @AJEnglish; @LeMondeFR; @BracknellNews• Competitive Intelligence: @MobilePaymentsNews; @WorldEconomicForum; @TodayInTheSky;• Business Strategy and Thought Leaders: @TheEconomist; @HarvardBiz; @LondonBSchool; @DanielPink, @AdieSimpson
  16. 16. Step 4: Build Brand and Customer Rapport
  17. 17. Step 5: Share Your Company’s Sparkle
  18. 18. Step 6: Rally Support for Your Causes
  19. 19. Step 7: Torment Your Enemies
  20. 20. Summing Up:Social Media and the BRIC Countries