Finding_Value-in-SocialMedia

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Finding_Value-in-SocialMedia

  1. 1. Finding  Value  In  Social  Media       October  2013  
  2. 2. Companies  need  to  expand  the  concept  of  “returns”   and  their  significance  to  the  company.   Companies  focusing  purely   on  the  financial  aspects  of   investment  and  return   Failure  to  recognize  that   the  very  nature  of  the   market  has  changed.       Social  media  doesn’t  just  contribute  to  brand  value;  it  can  also  acEvely   express  brand  value  through  the  newly  visible  flows  of  non-­‐monetary   economic  value  that  traverse  social  networks.   Source:  Measuring  –  and  Capturing  –  the  Value  of  Social  media,  DeloiCe  2012.  
  3. 3. Just  as  money  flows  through  the   economy,  so  too  does  informaJon.     Likewise,  movements  of  data,  labor,  capital,  and  even  customers’   aLenEon  represent  flows  within  the  business  system.   a)  Flows  of  aCenJon:  transforming  media  metrics  (less  expensive  costs)   b)  Crowd-­‐sourced  labor:  community  support  via  social  channels  (cost  avoidance)   c)  Data  &  Stories:  customers  idenEty,  habits  and  behaviors  (revenue  gained  or  lost)   Source:  Measuring  –  and  Capturing  –  the  Value  of  Social  media,  DeloiCe  2012.  
  4. 4. Forming  R.E.A.L.  RelaJonships   Source:  Measuring  –  and  Capturing  –  the  Value  of  Social  media,  DeloiCe  2012.  
  5. 5. What  makes  social  technologies  powerful?   1.  Being social is a feature not a product. 2.  Social technologies enable social behaviors at an Internet scale. 3.  Social technologies enable new forms of content creation, distribution, and consumption. 4.  Social  technologies  can  capture  the  structure  and  content  of  interacEons.       5.  Social  technologies  can  be  disrupEve  to  exisEng  power  structures.     6.  Social  plaXorms  extend  the  disintermediaEng  power  of  the  Internet.     7.  Social  technologies  enable  unique  insights.     Source:  The  social  economy:  Unlocking  value  and  producEvity  through  social  technologies,  McKinsey  &  Co  2012  
  6. 6. Source:  The  social  economy:  Unlocking  value  and  producEvity  through  social  technologies,  McKinsey  &  Co  2012  
  7. 7. Source:  The  social  economy:  Unlocking  value  and  producEvity  through  social  technologies,  McKinsey  &  Co  2012  
  8. 8. Source:  The  social  economy:  Unlocking  value  and  producEvity  through  social  technologies,  McKinsey  &  Co  2012  
  9. 9. Thanks! Fabián Baldovinos fabian.baldovinos@havasmedia.com @baldovinux

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