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Overcoming Social Media Challenges Faced by Big Brands<br />Keynote Presentation – Social Pulse 2011<br />March 24, 2011<b...
Seriously…you want to do what?<br />
Social media is just media, no?<br />
No, it’s just another part of our corporate web site!<br />
Is there anybody out there?<br />Chevron – Fortune 3<br />
The math just does not add up for us…<br />BoA - 20M customers<br />65K?<br />950?<br />Allstate  – Millions of customers<...
A conversation? Not here…we talk, you listen<br />
Oops, no one noticed she quit…<br />Last post 8/09<br />
Social = couponing, no?<br />
That is what our whole industry thinks…<br />
And yet, you can do it right…<br />
Companies do create movements<br />
And some can make the numbers work<br />PTC – 25K customers<br />116K!<br />
Overview<br />So – what’s going on here?1) Understand the true drivers of Social Media - Humans	2) Don’t adopt the worst p...
So what’s going on here?<br />…it’s the social stupid, not the media!<br />
1) Understand the true drivers of social media<br />	Hyper-Social Humans<br />
To understand how to do business in a 2.0 world<br />You are better off understanding Human 1.0 – not as individuals, but ...
What are the important Human 1.0 Hyper-Social Traits<br />Reciprocity – it’s a reflex that allows us to be the only super-...
Even though they enjoy widespread adoption<br />2) Don’t adopt the worst practices<br />
Worst practice #1: build it and the will come<br />
Worst practice#2: the “not invented here” syndrome<br />
Worst practice#3: keep it small so it doesn’t move the needle<br />
Worst practice#4: my company is smarter than me<br />
Worst practice#5: finding the one “big idea” that will work magic<br />
Worst practice#6: it’s my world mr. customer; you happen to live in it<br />
Worst practice#7: you can control your brand<br />
3) Think differently about your business<br />Think tribes, understand their culture, their leaders, and their social stru...
Understanding your Tribes <br />Ecosystem Map<br />Map of identifiable tribes that matter with the platform through which ...
Turn your business processes into social processes…and power your brand with people<br />Think differently<br />
“To the extent that we can be ‘human’ we will be fostering a deeper level of trust with consumers” <br />– Barry Judge, CM...
Any questions?	<br />Francois Gossieaux<br />Partner, Beeline Labs<br />e. francois@human1.com<br />w. http://www.human1.c...
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Overcoming Social Media Challenges Faced by Big Brands

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Social Pulse 2011 Keynote presentation

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Overcoming Social Media Challenges Faced by Big Brands

  1. 1. Overcoming Social Media Challenges Faced by Big Brands<br />Keynote Presentation – Social Pulse 2011<br />March 24, 2011<br />@fgossieaux<br />
  2. 2. Seriously…you want to do what?<br />
  3. 3. Social media is just media, no?<br />
  4. 4. No, it’s just another part of our corporate web site!<br />
  5. 5. Is there anybody out there?<br />Chevron – Fortune 3<br />
  6. 6. The math just does not add up for us…<br />BoA - 20M customers<br />65K?<br />950?<br />Allstate – Millions of customers<br />
  7. 7. A conversation? Not here…we talk, you listen<br />
  8. 8. Oops, no one noticed she quit…<br />Last post 8/09<br />
  9. 9. Social = couponing, no?<br />
  10. 10. That is what our whole industry thinks…<br />
  11. 11. And yet, you can do it right…<br />
  12. 12. Companies do create movements<br />
  13. 13. And some can make the numbers work<br />PTC – 25K customers<br />116K!<br />
  14. 14. Overview<br />So – what’s going on here?1) Understand the true drivers of Social Media - Humans 2) Don’t adopt the worst practices3) Think differently about your business – think TribesPower your business with people<br />
  15. 15. So what’s going on here?<br />…it’s the social stupid, not the media!<br />
  16. 16. 1) Understand the true drivers of social media<br /> Hyper-Social Humans<br />
  17. 17. To understand how to do business in a 2.0 world<br />You are better off understanding Human 1.0 – not as individuals, but as hyper-social creatures<br />You do not need to understand the Web 2.0 technologies<br />17<br />
  18. 18. What are the important Human 1.0 Hyper-Social Traits<br />Reciprocity – it’s a reflex that allows us to be the only super-social species without all being brothers and sisters<br />The role of fairness in assessing situations<br />Social framework of evaluating things vs. market framework<br />The importance of looking cool and mimicking others<br />Herding and self-herding<br />(early research shows that social behavior does not change when it scales)<br />So to the extent that we can basically be human with what we know, and share it as freely as we possibly can, I think we’ll go a long way towards gaining a higher or stronger level of trust with the consumers.<br />Barry Judge, CMO Best Buy<br />http://www.cmotwo.com<br />
  19. 19. Even though they enjoy widespread adoption<br />2) Don’t adopt the worst practices<br />
  20. 20. Worst practice #1: build it and the will come<br />
  21. 21. Worst practice#2: the “not invented here” syndrome<br />
  22. 22. Worst practice#3: keep it small so it doesn’t move the needle<br />
  23. 23. Worst practice#4: my company is smarter than me<br />
  24. 24. Worst practice#5: finding the one “big idea” that will work magic<br />
  25. 25. Worst practice#6: it’s my world mr. customer; you happen to live in it<br />
  26. 26. Worst practice#7: you can control your brand<br />
  27. 27. 3) Think differently about your business<br />Think tribes, understand their culture, their leaders, and their social structure <br />
  28. 28. Understanding your Tribes <br />Ecosystem Map<br />Map of identifiable tribes that matter with the platform through which they engage with one another<br />Leader Strategy Map<br />For each tribe you need to identify the leadership structure<br />Engagement Strategy Map<br />For each tribe you need to define an appropriate engagement strategy (online, hyper-local, face-to-face, etc.) and process<br />Map of Strategic Benefits<br />Tie the tribal engagement models with strategic benefits (e.g., Word-of-Mouth, innovation, customer support, etc.)<br />Measurement Strategy<br />Define measurement strategy for the various tribal engagement project lifecycles (beta, launch, ramp-up and ongoing)<br />
  29. 29. Turn your business processes into social processes…and power your brand with people<br />Think differently<br />
  30. 30. “To the extent that we can be ‘human’ we will be fostering a deeper level of trust with consumers” <br />– Barry Judge, CMO Best Buy<br />
  31. 31. Any questions? <br />Francois Gossieaux<br />Partner, Beeline Labs<br />e. francois@human1.com<br />w. http://www.human1.com<br />b. http://www.emergencemarketing.com<br />Our new book: The Hyper-Social Organization<br />http://www.hypersocialorg.com<br />31<br />

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