Social media 2.0: Getting older and (hopefully) wiser


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The slide deck from the session Ed Major and I did at Oracle's Cloud Application Day in Copenhagen on 13 March 2014. More on

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  • Great presentation Jonathan. Would only change one thing: slide 26: #Targeted job postings a hygiene factor, what really changes the game is storytelling
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Social media 2.0: Getting older and (hopefully) wiser

  1. 1. SOCIAL MEDIA 2.0 GETTING OLDER AND (HOPEFULLY) WISER Copenhagen / 13.03.2014 / @JonathanWich and @EdMajor1
  2. 2. ISSOCIALMEDIADYING? And why I can’t remember anything you said...
  3. 3. No, but it’s broken. And it’s our own fault. •  Condescending like-bait and embarrassing attempts at relevancy. •  Executives wanted immediate results. And we didn’t push back.
  4. 4. Entering the stage of commodification •  Companies (500k+) only reach 2% of their fan base organically. Soon it will be zero. •  Community management and testing a thing of the past? Commodification: is the transformation of goods and services, as well as ideas or other entities that normally may not be considered goods, into a commodity.
  5. 5. Where are we now? •  Are we back in the commercialized, big business media landscape of the 90’s where we are all consumers (and nothing more)? •  In part, “yes”, because companies have realized that it’s where the users are – and that the ROI is better here. •  So money and commercial messaging is speeding up. •  Luckily, some companies (still too few) have realized that they need to focus on nurturing long-term relationships through on-going relevance.
  6. 6. Say goodbye to the gunslingers!
  7. 7. Say goodbye to the gunslingers! •  From disconnected “conquer the world” attitudes and usage (The Wild West) to sober, informed (data-driven) usage. •  In the near future: Better understanding of and focus on holistic business value from the outset. •  In the near future II: Better understanding of the audiences, their interests, problems and context. •  In the near future III: Email marketing revisited. •  Does it mean we move beyond the testing? No, you should always be testing.
  8. 8. The media landscape has been democratized. It has been turned upside-down. And that won’t change. Some things cannot be undone
  9. 9. Content marketing (again and again) •  Content marketing – one of the buzzwords this year – has turned out to be the most efficient form of advertising on the social web. •  Companies are becoming publishers. •  Companies are hiring brand journalists and creative content creators. •  Focus is on engaging fans and followers in your content to stay top-of-mind. •  And we’re being met by more and more marketing messages (3000 per day).
  10. 10. I can’t remember anything you said •  People are getting fed up •  They can’t remember the content and they don’t care •  Not enough relevance •  Not enough authenticity
  11. 11. OOOOOOXOOO
  13. 13. You are not a publisher •  Studies show that the best way to invest your time is in the community, interacting with individual users. •  In that sense, companies are not publishers. •  Yes, they publish. But it’s not the end goal and a reason why. •  The end goal is to interact with users to learn from them, to improve brand perception and to create lasting relationships.
  14. 14. Anyquestions?
  15. 15. ENABLINGSOCIAL FROMWITHIN How to go about it and why you shouldn’t be afraid.
  16. 16. Support the business goals •  Realize what social can do. •  And that you don’t know it all. •  ROI only on a case-level (and to help optimize).
  17. 17. Social is cross functional •  Social belongs to the company, not a single department (stop fighting about it!) •  How to become a social business? •  One step at a time (and don’t start with Marketing) •  Acceptance, alignment and buy-in. •  Social is a potential silo breaker. Mkt Comms HR Ops R&D / BI Social technologies Sales IT CS Execs
  18. 18. It’s not dangerous. It’s educational. •  Hire the right people. •  Trust them (management by exception). •  Learning by doing. •  Make sure you make mistakes (sic!). •  Remember: You should always be testing.
  19. 19. You need your colleagues (now more than ever) •  Most important people to engage? •  Reach out •  Get the organization on board •  Empower the employees (your best brand advocates) •  Identify hidden influencers
  20. 20. Anyquestions?
  21. 21. KEYAREASWHEN SCALINGTHEEFFORTS From engagement to bottom-line value.
  22. 22. Get a content infrastructure up and running Content Dedicated staff Internal copywriters, journalists, campaign managers, videographers etc. Voluntary staff From all functions – contributing with blog posts, photos, video etc. External voluntary professionals Journalists, bloggers etc. publishing on own site or doing guest posts External hired professionals Agencies or freelance content producers hired by the company Engaged fans and followers All sorts of stakeholders – e.g. photos via Instagram or retweetable tweets
  23. 23. •  From listening comes understanding customers and improving products and services. •  Listening an integral part of social for most experienced corporations, especially in ”low engagement” industries. •  Many ways to listen, depending on what you want to achieve, e.g. R&D, CSAT, competition, influencers etc. •  Dell is the absolute frontrunner in this field. Social listening
  24. 24. Social Media Customer Service •  Efficiency gains: When 2 become 1 •  Access and empowerment •  Crisis management Live FAQ §  Host social CS on your website. §  Merging community and FAQ into one. §  Gives call-deflection, improved CSAT, transparency, employees are empowered and visible, hosting the conversation, rewarding ambassadors and supporting ”audience”.
  25. 25. Social Selling •  The sales funnel has changed •  Empower your sales reps to become thought leaders •  Value-based selling •  Getting in early: Teaching where the customers are learning The average purchase decision is 57% complete, and more than 10 information sources have been consulted, by the time a supplier is engaged. Learn Define Needs Access Options Make Decision Source: CEB, 2012
  26. 26. Social Recruitment •  The challenge: “The good people are hired by your competitors, and you cannot offer them a better salary.” •  Employer branding •  Storytelling, not job posting •  Facebook + Twitter + Blog + LinkedIn
  27. 27. Internal social collaboration •  McKinsey sees a 20-25% productivity gain for knowledge workers •  Internal collaboration platforms like Chatter, Jive, Podio help organizations get rid of the time wasted on emails and meetings •  Inspire – not “provide and pray”, nor “provide and pressure”. •  It’s all about having “The compelling purpose”
  28. 28. From CRM to Audience •  Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and employees. •  Improve Sales and Service while reducing your media spend. •  A new role is about to arrive: Audience Development Manager. DM Social Web TV CRM Audience
  29. 29. The collaborative economy •  Airbnb, Loft, Uber, TaskRabbit, Kickstarter etc. •  Built on social technologies •  “What role do companies play, if people get what they need from each other?” •  Sharing is the new buying: 25% are already doing it, an estimated 50% will be doing it over the next year.
  30. 30. Anyquestions?