Social media revolution dof oct2012(2)[1]


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Prezo for the HR Atlantic Conference.

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Social media revolution dof oct2012(2)[1]

  1. 1. Social Media Revolution Prepared by Cory Hartlen Product Marketing Manager Twitter: @CoryHartlen Linkedin: /in/Coryhartlen
  2. 2. Introduction
  3. 3. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2011. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.@CoryHartlen
  4. 4. 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?
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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?
  9. 9. | THE SOCIAL DIVIDE:Your customers, How do youemployees, suppliers, fans seize theand detractors are social. opportunity?This is your community!
  10. 10. 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.
  11. 11. 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.
  12. 12. 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
  14. 14. | THE FIVE C’S OF SOCIAL MARKETING Community
  15. 15. | THE FIVE C’S OF SOCIAL MARKETINGConversation
  16. 16. | THE FIVE C’S OF SOCIAL MARKETING Collaboration
  17. 17. | THE FIVE C’S OF SOCIAL MARKETING Connections
  18. 18. | 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,
  19. 19. So, what does this have to do with you?
  20. 20. EVERYTHING
  21. 21. New Positions Are Being Created
  22. 22. | AVOID THE SILOS Blogs Forums Facebook Twitter YouTubeMarketing PR HR Sales Cust. Serv.
  23. 23. | SOCIAL MEDIA COUNCIL, CHAMPIONS FROM EACH DEPARTMENT Blogs Forums Facebook Twitter YouTubeMarketing PR HR Sales Cust. Serv.
  24. 24. | ADVANCED COMMUNITY MODEL Blogs Forums Facebook Twitter YouTube Community TeamMarketing PR HR Sales Cust. Serv.
  25. 25. How Companies Are Approaching Social Media
  26. 26. | IT ALL STARTS WITH LISTENING Compliments Ideas Crisis InfluencersComplaints Campaign Needs Competition
  27. 27. 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?
  28. 28. It’s about Trust• Do you think that banning social media really works? • Edelman’s Trust Barometer • BlessingWhite
  29. 29. 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
  30. 30. Social is Disrupting the EntireEnterprise Executives Sales Marketing R&D Service Recruiting
  31. 31. UPS – Recruitment Converting more fans and followers to employees (Facebook, Twitter and Text Messaging)@CoryHartlen
  32. 32. FedEx - Crisis Communications 1. Responded Quickly 2. Fixed Problem 3. Spoke in human voice 4. They used the right medium@CoryHartlen
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. QUESTIONS?Presented by@CoryHartlenProduct Marketing ManagerSalesforce
  37. 37. Resources
  38. 38. LinksEbooks: and Presentations: Studies and White Papers: