Dave Evans BizBuzz Keynote


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  • 06/03/10
  • http://mashable.com/2009/12/16/ftc-social-media/
  • Understanding that the difference between people who will talk positively and negatively about you Helps measure and understand influence on the social web Can work on setting up influence rather than control central element you have on the social web
  • American Cancer Society
  • Comcast tech sleeping on the couch, along with an internal epiphany, were catalysts for getting them involved in social media http://www.measuredup.com/review/A-Comcast-Technician-Sleeping-on-my-Couch-2482
  • Dave Evans BizBuzz Keynote

    1. 1. Social Media And why it matters.
    2. 2. Three Questions <ul><li>Why does Social Media matter? </li></ul><ul><li>How does Social Media fit? </li></ul><ul><li>Can you show me some money? </li></ul><ul><li>Also: </li></ul><ul><ul><li>@evansdave </li></ul></ul><ul><ul><li>#bizbuzz </li></ul></ul>
    3. 3. Why “Social Media?” Less of a Television Channel Bringing Friends and Colleagues Closer A Sea of Shared Knowledge Misunderstandings Cause Many of the World's Woes Coming to Better Understandings We Leave for Those Who Follow A Friendly Environment For Them to Adopt or Correct Working on Knowledge Together Our Reasoning and Assumptions Made of Things We Have Seen or Figured Out Having Worked Them Out We Can Work Them Out in Cyberspace 0:50
    4. 4. The Social Feedback Cycle marketer-generated (Think “funnel”) word-of-mouth be aware consider buy consumer-generated (Think “megaphone”) use form opinion talk Social content, networks, and interactions relative media spending brand awareness keyword Social Web
    5. 5. The Purchase Funnel Awareness  Consideration  Purchase Social Media
    6. 6. The Social Web, Deconstructed. Social Content Social Platforms BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS PROFILES EVENTS and CALENDARS STATUS UPDATES Social Graph INTERACTIONS A place to meet, connect, collaborate, and solve problems .
    7. 7. What’s a TV Channel? We all have them… but what are they? 0:43
    8. 8. TV: Sarnoff’s Law <ul><li>Broadcast: One-to-Many. </li></ul><ul><li>Value is related directly to the subscriber base. </li></ul><ul><li>Conversation is one-sided; Passive audience. </li></ul><ul><li>TV Facilitates Interruptions. </li></ul>
    9. 9. What does this mean for my business? “ If you couldn’t interrupt me, how would you reach me?” 1:15 0:40
    10. 10. Question Authority of consumers don’t believe that companies tell the truth in advertisements 76% Source:Yankelovich
    11. 11. Case Study: DELL <ul><li>August 7, 2005: </li></ul><ul><ul><li>Satisfaction plummeting; </li></ul></ul><ul><ul><li>Marketshare shrinking; </li></ul></ul><ul><ul><li>Stock price deflating; </li></ul></ul><ul><ul><li> 700 Comments </li></ul></ul>
    12. 12. <ul><li>Dell Support reduces support cost and improves support experience. </li></ul><ul><li>Built on Lithium Technologies forums platform </li></ul>Case Study: DELL
    13. 13. Case Study: DELL <ul><li>IdeaStorm solicits ideas directly from customers. </li></ul>
    14. 14. <ul><li>Built around lifestyle of “mobile” </li></ul><ul><li>Indirectly promotes Dell hardware. </li></ul>Case Study: DELL
    15. 15. <ul><li>Built around lifestyle of small biz owners, rather than Dell. </li></ul><ul><li>Operated by Dell Small Biz team. </li></ul>Case Study: DELL
    16. 16. Case Study: DELL <ul><li>Employee community that facilitates collaboration and response to customer issues </li></ul>
    17. 17. Our @DellOutlet is over 1.5 million followers on Twitter. We’ve now passed $3 million from DellOutlet and $6 million from DellSmBizOffers. Lionel Menchaca, Dell Chief Blogger Case Study: DELL
    18. 18. Implementing Social Media Bringing Friends and Colleagues Closer A Sea of Shared Knowledge Less of a Television Channel Misunderstandings Cause Many of the World's Woes Coming to Better Understandings We Leave for Those Who Follow A Friendly Environment For Them to Adopt or Correct Working on Knowledge Together Made of Things We Have Seen or Figured Out Our Reasoning and Assumptions Having Worked Them Out We Can Work Them Out in Cyberspace 0:35
    19. 19. Tie to Business Objectives <ul><li>What are you trying to do? </li></ul><ul><li>Who are you trying to do it to? </li></ul><ul><li>How will you measure results? </li></ul>Thinking of the Social Web as “Twitter” or “Facebook” is like thinking about “America” as a tractor or cement mixer. It’s not about the tools: It’s about what the tools enable.
    20. 20. Understand the Audience Consumption and participation are indicators of the clear trend.
    21. 21. Integrate with Marketing http://www.brooklynmuseum.org Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising
    22. 22. What does this mean for my business? How do I influence the collective? How do I build support inside my organization? 0:30
    23. 23. The Operations Connection Operations Marketing The challenges that CMOs are tasked with are often more operational than “marketing.”
    24. 24. Mary Beth Kemp/ Forrester <ul><li>Marketers need to: </li></ul><ul><ul><li>Connect the dots </li></ul></ul><ul><ul><li>Disparate  Holistic </li></ul></ul><ul><ul><li>Prepare for innovation </li></ul></ul>“ Take the reins of the brand experience and ensure that all of the touch points in the company -- operations, retail, sales teams, the call center -- adhere to and promote the brand experience consistently .”
    25. 25. Using Social Networks, I http://johnbell.typepad.com/ Spotting influencers is key to efficient outreach.
    26. 26. <ul><li>Targeted CPC </li></ul><ul><li>LinkedIn to landing page </li></ul><ul><li>Integration via API </li></ul>Using Social Networks, II This is a smarter landing page!
    27. 27. Using Social Networks, III http://itsinsider.com/ <ul><ul><li>http://www.socialmedia.org/ </li></ul></ul><ul><li>Launched 2008 </li></ul><ul><li>Average 2 customer-driven innovations per week. </li></ul><ul><li>Stock price has outperformed competitive set since program began. </li></ul>
    28. 28. Using Social Networks, IV 0:27 When your customers are using location-based, real-time tools that provide indicators of organizational behaviors and personal values-based connections, how will your business be forced to evolve?
    29. 29. Using Social Networks, V If you saw this tweet in real-time , and knew it was from a patient or family member in your hospital, what would you do next ? What would be able to do next?
    30. 30. Shared Curation <ul><li>Us: Enforcing Policy </li></ul><ul><li>Them: Judging Content </li></ul>http://www.ibm.com/blogs/zz/en/guidelines.html
    31. 31. Transparency and Disclosure <ul><li>To violate trust is to violate a relationship. </li></ul><ul><li>All other mistakes can be forgiven. </li></ul>
    32. 32. FTC - Transparency Brand is responsible Create code of ethics WOMMA Ethics Code Ethics In Social Media
    33. 33. Measurement and Metrics    Social Media Listening Web Analytics Pipeline Metrics Products with syndicated reviews convert 26% higher
    34. 34. The Net Promoter Score <ul><li>Likelihood of Recommendation (0-10) </li></ul><ul><li>Share of Promoters (9-10) </li></ul><ul><li>Share of Detractors (0-6) </li></ul><ul><li>Difference is Net Promoter score </li></ul>% Strong Promoters - % All Detractors = Net Promoter Score, % http://www.hearthis.com/index.php/features/fred_reichheld_on_good_profits_and_true_growth/
    35. 35. Net Promoter Doesn’t Lie Word of Mouth Among Airlines Source: Harvard Business Review (evangelists)
    36. 36. Four Tips <ul><li>Plan “Long-term.” Social Media is not “Fast.” </li></ul><ul><li>Look for conversations and understand them. </li></ul><ul><li>Listen, Engage, Respond. </li></ul><ul><li>Measure everything, and connect it to your business or non-profit organization. </li></ul>
    37. 37. Compelling Examples Less of a Television Channel Bringing Friends and Colleagues Closer A Sea of Shared Knowledge We Leave for Those Who Follow Having Worked Them Out Misunderstandings Cause Many of the World's Woes Our Reasoning and Assumptions A Friendly Environment Working on Knowledge Together Made of Things We Have Seen or Figured Out For Them to Adopt or Correct Coming to Better Understandings We Can Work Them Out in Cyberspace 0:15
    38. 38. 3:00p 4 Examples: B2B
    39. 39. “ [Being a Thought Leader] is being considered the best, most authoritative, trusted source. It means being the “go to” people. It means being given the first look, being invited into a development project and asked for advice. It means being the organization that others MUST HAVE involved with a project. And it all leads to increased sales, profits, and image or it simply didn’t matter.” Rick Short, Indium Indium/ Thought Leadership “ 25% reduction in marketing spend”
    40. 40. AMEX Open Forum <ul><li>Provides business advice and insight to AMEX consumers </li></ul><ul><li>Idea Hub for members to network around content based on their interests </li></ul><ul><li>Business directory to help connect SMBs looking for clients or partners </li></ul><ul><li>Unique visitors increased by 525% year on year – from 160,000 in 2008 to nearly 1 million in 2009 </li></ul>
    41. 41. Hospitals (B2C) are Ramping Up <ul><li>Microsoft adCenter Community for advertising and publishing professionals </li></ul><ul><li>Engages community through community blogs, Twitter and Facebook </li></ul><ul><li>Active listening program and community management to respond to member communities </li></ul>
    42. 42. And so is (B2B) Healthcare <ul><li>Community for healthcare professionals to share knowledge, experiences and best practices </li></ul><ul><li>Supports continuing education through learning resources </li></ul><ul><li>Over 265,000 registrants are participating in online learning activities </li></ul>
    43. 43. 3:00p 2 Examples: B2C 0:10
    44. 44. BMW/ Facebook <ul><li>Built in Facebook, using Graffiti Wall application </li></ul><ul><li>2-3 hours average time spent </li></ul><ul><li>Integrated with larger marketing program </li></ul><ul><li>Winning car in BMW museum </li></ul>
    45. 45. Comcast/ Customer Service
    46. 46. Comcast/ Customer Service
    47. 47. 2 Examples: Gov’t and Non-Profit 10:00a 0:05
    48. 48. LIVESTRONG/ Grassroots Marketing
    49. 49. LIVESTRONG/ Grassroots Marketing
    50. 50. LIVESTRONG/ Grassroots Marketing
    51. 51. Goodwill/ Brand Repositioning <ul><li>Program Components: </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Facebook Business Page </li></ul></ul><ul><ul><li>YouTube Video </li></ul></ul><ul><ul><li>Twitter Presence </li></ul></ul><ul><ul><li>eBay Sales Page </li></ul></ul>
    52. 52. <ul><li>Over 11,500 unique visitors to virtual fashion show; 42,000 page views </li></ul><ul><li>16% of visitors have been converted into online Goodwill shoppers </li></ul><ul><li>Fashion Show Visitors from 31 countries and 48 states plus DC </li></ul><ul><li>48% of fashion show visitors from the DC, MD, VA the area we serve) </li></ul><ul><li>Blog is averaging between 600 & 700 visitors a week </li></ul><ul><li>5.6% of blog visitors converted into online Goodwill shoppers </li></ul><ul><li>Blog visitors from 77 countries and all 50 states </li></ul><ul><li>Brick & mortar stores, two weeks following the launch of the fashion show: </li></ul><ul><li>Customer count                + 6.6% </li></ul><ul><li>Rack sales (clothing)        + 16.5% </li></ul><ul><li>Total sales                        + 8.275%  </li></ul>Goodwill/ Measuring Results
    53. 53.   I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings. If misunderstandings are the cause of many of the world's woes, then can we not work them out in cyberspace. And, having worked them out, we leave for those who follow a trail of our reasoning and assumptions for them to adopt, or correct. --Tim Berners-Lee, 1995, Vannevar Bush Symposium at MIT A Sea of Shared Knowledge
    54. 54. Thank You @evansdave #bizbuzz