Edelman trust barometer, many verticals and organizations, CEO’s aren’t to be trusted, most distrusted group is government. 2011 study, keeps them up at night, reputational risk, all comes back to trust. Forced channel awareness
Your customers, prospects, analysts, detractors and advocates are social.. They are having important conversations that either need immediate responses or hold valuable data about your products and operations. -There needs to be a way to seize these opportunities as they arise on the social web, and be part of the conversations going on about your brand, products, competitors, and industry.
Adding up the view counts for first dozen results all related I get 11,730,708 views, from Dave Carroll, response from United and Taylor guitars.
Tell the P&G story
Don’t get hung up on titles Bonin Bough Frank Eliason
Huge outflux of employees, what are you doing to prepare? What’s the average age of employees, what’s your limitation on social networks doing for employee retention. Do you know how your employees wish to be communicated with? Have you thought about using an internal social network like yammer or chatter. Most university grads don’t use email anymore, they’re born social. Are you telling your own stories
Blessing White, employee engagement survey, Engaged employees stay for what they can give, Disengaged employees stay for what they can get.
>17,000 ideas submitted >732,572 votes
Social media revolution dof oct2012(2)
Social Media Revolution Prepared by Cory Hartlen Product Marketing Manager Twitter: @CoryHartlen Linkedin: /in/Coryhartlen
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Questions – a Quiz• How many of you just CANNOT keep up with this social media technology?• How many of you have a smart phones?• How many of you have two smart phones?• How many of you have children?• Of those with children, how many have smart phones?
Your Customers Share More than Ever Before Having a Great problem with… article on… Love the Looking new… Cool for recs... video … Hiring Prod uct a review… CTO… The Social Media Revolution
Not a Technology, but a Revolution• It is about relationships• One in five couples met on line• One in five couples who divorce blame Facebook
It’s about Sharing • 30 billion pieces of content is shared on Facebook each month • Youtube generates 92 billion page views per month • People upload 3,000 Flickr photos every minute • There are on average more than 190 million Tweets per day • People spend 700 billion minutes per month on Facebook
It’s about Trust• Did you know that more than 90% of people trust peer reviews?• Did you know that only 14% of us believe advertising?• Did you know there is an annual Trust Barometer?• Did you know what the #1 thing is that keeps Boards of Directors up at night?• Did you know that the Dow Jones now has a Reputation Index?
| THE SOCIAL DIVIDE:Your customers, How do youemployees, suppliers, fans seize theand detractors are social. opportunity?This is your community!
JUNE2006 Asleep at the wheel: Comcast technician becomes poster child for poor customer service. 1.3 million view the video. Social Relevance : Comcast humiliation caused a change in priorities. Soon becomes industry leader in Twitter customer service help.
JULY2009 United Airlines handles hundreds of lost and damaged baggage complaints each year. But aggrieved Dave Carroll went viral with his ballad of a broken guitar. Social Relevance : United had 9 months to placate Carroll before he penned his protest song. Instead they were confronted with a backlash millions empathized with.
That’s Created a Fundamental Shift inMarketing Traditional Marketing Social Marketing Interruption marketing Invitation marketing Company controls brand perception Community shapes brand perception Trust company messages Trust friend recommendations Eyeballs and ears Hearts and minds Centralized presence (www) Distributed presence Buy a list of names to email Social listening & engagement
| THE FIVE C’S OF SOCIAL MARKETINGContent is KING
| THE FIVE C’S OF SOCIAL MARKETINGConversation
| THE FIVE C’S OF SOCIAL MARKETING Collaboration
| THE FIVE C’S OF SOCIAL MARKETING Connections
| THE SEVEN OUTCOMES OF SOCIAL MARKETING• Enhance Branding or Increase awareness• Protect Brand Reputation• Facilitating PR• Building Communities• Improving Customer Service• Driving R&D• Increasing Sales -Jason Falls, Nobullshitsocialmedia.com
| IT ALL STARTS WITH LISTENING Compliments Ideas Crisis InfluencersComplaints Campaign Needs Competition
It’s about Relationships• How many of you are thinking about the baby boomer retirement issues?• 50% of population is < 30 - how are you recruiting? • Are you using Linkedin? Do you know how? • Does your company ban social media use for employees? • 56% of respondents said they would not accept a job where social media is banned• How are you communicating with existing employees?• How are you communicating with recruits?• Do you allow social media use in your workplace?
It’s about Trust• Do you think that banning social media really works? • Edelman’s Trust Barometer • BlessingWhite
It’s about people• It is about building community• It is about building a network of your workers – inclusion• It is about knowing your audience
Social is Disrupting the EntireEnterprise Executives Sales Marketing R&D Service Recruiting
UPS – Recruitment Converting more fans and followers to employees (Facebook, Twitter and Text Messaging)@CoryHartlen
FedEx - Crisis Communications 1. Responded Quickly 2. Fixed Problem 3. Spoke in human voice 4. They used the right medium@CoryHartlen
Social Media Use Cases – CustomerService Southwest Airlines are in the Customer Service Business not the airline business In addition to Tweeting news, they provide updates through Rapper Flight Attendants. Channels Used: Twitter, Facebook, Blog – Nuts About Southwest, YouTube
Social Media Use Cases – Recruiting Ernst and Young 85,000 likes Sharing 3rd party articles, Job listings and ebooks Promoting employee Achievements Responding to recruiting questions Drive traffic to careers page
Social Media Use Cases – R&D Dell (Ideastorm) It stared with a post… “Dell lies. Dell sucks” >17,000 ideas >736,572 votes Channels Used: Twitter, Facebook, Blogs, YouTube
LinksEbooks: http://www.radian6.com/blog/media_types/e-books/Videos and Presentations: http://www.radian6.com/blog/media_types/videos-presentations/Case Studies and White Papers:http://www.radian6.com/blog/media_types/case-studies-white-papers/