From Social Media to Social business Ben Foster Ketchum Digital

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  • This is such a need that PR guru Sarah Evans recently tweeted there are 155 social media monitoring services
  • These companies do a lot of great thingsScour the internet for all the sources talking about youOrganize them and rank them by influenceThen they provide a dashboard for management to see what’s going
  • The listening dashboardThis looks familiar, right? How many of you are doing something similar?Dashboards are great because they show us what’s going onAnd, execs love dashboards….particularly around something they don’t understandDashboards boil it all down into numbers and charts that are easily digestibleHere’s what you get with dashboards% of positive sentiment# of mentions on twitter% of negative coverage on blogs
  • 205 Million ViewsOutstanding creative proven before social media executionAmazing TalentLarge agency teams to executeGreat job; Pay for what you get
  • Top experts from the Association for Measurement and the Evaluation of Communication (AMEC), the Public Relations Society of America (PRSA), and other major industry organizations have established a set of seven principles to guide communications measurement.Principle six states that “social media can and should be measured” and outlines the following agreements to inform future social media measurement efforts:
  • From Social Media to Social business Ben Foster Ketchum Digital

    1. 1. From Social Media to Social BusinessMay 27, 2011Ben Foster VP Digital Strategist Ketchum<br />
    2. 2. These are the wrong numbers!<br />2 Billion<br />650 Million<br />200 Million<br />
    3. 3. Social Media is not all about<br />marketing!<br />
    4. 4. “Let’s use social media to market Moms!!!” <br />Photo Credit<br />SuperFantastic via Flickr<br />
    5. 5. Fashion?<br />
    6. 6. Product Placement?<br />
    7. 7. Supposedly?<br />
    8. 8. These Things?<br />
    9. 9. We feel your pain?<br />
    10. 10. The Social Media Backlash<br />
    11. 11. The Social Media Backlash<br />
    12. 12. 2 users<br />1 connection<br />3 users<br />3 connections<br />5 users<br />10 connections<br />
    13. 13. Connections mean conversations<br />Connections<br />Users<br />
    14. 14. Conversations<br />are social media.<br />And, conversations are what’s changing business<br />
    15. 15. What people do online<br /> Social Networking<br /> Online Games<br /> E-Mail <br />Source: Nielsen<br />
    16. 16. Searches for <br />People don’t want ads<br />“Watch Ads”<br />“Ad Blocker”<br />
    17. 17. “Recommendations or opinions posted by consumers online are the most trusted forms of advertising” - Nielsen<br />Advertisements 14% <br />
    18. 18. How people used to act<br />Source: McKinsey – The Consumer Decision Journey<br />
    19. 19. Initial Set of <br />Brands<br />Source: McKinsey – The Consumer Decision Journey<br />
    20. 20. Initial Set of <br />Brands<br />Active Evaluation<br />Moment of Purchase<br />Source: McKinsey – The Consumer Decision Journey<br />
    21. 21. Social Recommendations<br />Search Engines<br />Product Reviews<br />Initial Set of <br />Brands<br />Active Evaluation<br />Moment of Purchase<br />Source: McKinsey – The Consumer Decision Journey<br />
    22. 22. Social Recommendations<br />Search Engines<br />Product Reviews<br />Initial Set of <br />Brands<br />Active Evaluation<br />Post- Purchase experience<br />Moment of Purchase<br />Social Sharing<br />Online Communities<br />Digital Content<br />Source: McKinsey – The Consumer Decision Journey<br />
    23. 23. Social Recommendations<br />Search Engines<br />Product Reviews<br />Initial Set of <br />Brands<br />Active Evaluation<br />Loyalty Loop<br />Post- Purchase experience<br />Moment of Purchase<br />Social Sharing<br />Online Communities<br />Digital Content<br />Source: McKinsey – The Consumer Decision Journey<br />
    24. 24. People will always buy lowest cost, unless…<br />
    25. 25. People will always buy lowest cost, unless…<br />1 – Convenience<br />
    26. 26. People will always buy lowest cost, unless…<br />1 – Convenience<br />2 – Context!<br />
    27. 27. The Power of Conversations<br />
    28. 28. The Power of Conversations<br />
    29. 29. The Power of Conversations<br />Rejected claim based on sales ticket<br />
    30. 30. Sales Ticket<br />
    31. 31. Sales Ticket<br />
    32. 32.
    33. 33. Best Buy Social Business<br />
    34. 34. Best Buy Social Business<br />
    35. 35. Result<br />Not Best Buy’s fault!<br />
    36. 36. Result<br />Not Best Buy’s fault!<br />Resolved quickly through listening<br />
    37. 37. Result<br />Not Best Buy’s fault!<br />Resolved quickly through listening<br />I have context with Best Buy<br />
    38. 38. Who owns Social Media?<br />CEO<br />Human Resources<br />Marketing<br />Public Relations<br />Customer Service<br />Information<br />Technology<br />
    39. 39. Who owns Social Media?<br />CEO<br />Human Resources<br />Marketing<br />Public Relations<br />Customer Service<br />Information<br />Technology<br />Any group that can create <br />CONVERSATIONS<br />
    40. 40. Who are the best advocates for your company?<br />
    41. 41. Social Media OrganizationJeremiah Owyang of Altimeter Group<br />Hub and Spoke<br />Multiple Hub and Spoke<br />Organic<br />Centralized<br />Holistic<br />10.8%<br />28.8%<br />41%<br />18%<br />1.4%<br />Source: Jeremiah Owyang, Altimeter Group. <br />Read Full post at: <br />http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/<br />
    42. 42. Social Businesses<br /><ul><li>Know that Social Media is not a marketing channel
    43. 43. Deploy social technologies across the business
    44. 44. Provide clear governance and formal training
    45. 45. Allow authentic communication</li></li></ul><li>
    46. 46.
    47. 47. “What was the biggest technical hurdle?”<br />“What systems does Watson use?”<br />“What is IBM’s next great challenge?”<br />
    48. 48. “What was the biggest technical hurdle?”<br />“What systems does Watson use?”<br />“What is IBM’s next great challenge?”<br />
    49. 49. Social Business Challenges<br />Governance<br />Authenticity<br />Business Impact<br />Scale<br />
    50. 50. PR and Communications Strengths<br />Challenges<br />Governance<br />Aligned to corporate reputation<br />Authenticity<br />Business Impact<br />Scale<br />
    51. 51. PR and Communications Strengths<br />Challenges<br />Governance<br />Aligned to corporate reputation<br />Authenticity<br />Experts in communication<br />Business Impact<br />Scale<br />
    52. 52. PR and Communications Strengths<br />Challenges<br />Governance<br />Aligned to corporate reputation<br />Authenticity<br />Experts in communication<br />Business Impact<br />Understand the market for stories<br />Scale<br />
    53. 53. PR and Communications Strengths<br />Challenges<br />Governance<br />Aligned to corporate reputation<br />Authenticity<br />Experts in communication<br />Business Impact<br />Understand the market for stories<br />Scale<br />Successful integrators<br />
    54. 54.
    55. 55.
    56. 56.
    57. 57.
    58. 58. Social is changing search technolgoy<br />
    59. 59. Social is changing search technolgoy<br />Personalized results from someone I trust<br />
    60. 60. The History of the Press Release<br />
    61. 61. Press Releases on the Internet<br />
    62. 62. Future of the Press Release?<br />Human Resources<br />Marketing<br />Public Relations<br />Customer Service<br />Information<br />Technology<br />
    63. 63. Future of the Press Release?<br />Facts<br />Human Resources<br />Facts<br />Marketing<br />Facts<br />Multimedia<br />Public Relations<br />Facts<br />Quotes<br />Customer Service<br />Facts<br />Links<br />Information<br />Technology<br />
    64. 64. Future of the Press Release?<br />Facts<br />Human Resources<br />Facts<br />Marketing<br />Facts<br />Multimedia<br />Public Relations<br />Facts<br />Quotes<br />Customer Service<br />Facts<br />Links<br />Information<br />Technology<br />
    65. 65. Future of the Press Release?<br />Facts<br />Human Resources<br />Facts<br />Marketing<br />Facts<br />Multimedia<br />Personal<br />Release<br />Public Relations<br />Facts<br />Quotes<br />Customer Service<br />Facts<br />Links<br />Information<br />Technology<br />
    66. 66.
    67. 67.
    68. 68. Collecting<br />Organizing<br />Presenting<br />
    69. 69. Social Media Dashboard<br />Is this listening?<br />
    70. 70. Important conversations aren’t about your company<br />Your company<br />Customer needs<br />
    71. 71. Beyond the brand<br />
    72. 72.
    73. 73. Listening leads to engagement<br />2.5x<br />Average Visitor<br />Pages/Visit<br />Visitor Engaged<br />Through Listening<br />3x<br />Average Visitor<br />Time<br />On Site<br />Visitor Engaged<br />Through Listening<br />
    74. 74. Listening at Gatorade<br />
    75. 75.
    76. 76. The internet Likes cats<br />
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81.
    82. 82.
    83. 83.
    84. 84.
    85. 85. The Barcelona Principles<br />No single metric<br />Clearly defined goals<br />Supplemented by web analytics and Social CRM<br />Quality and quantity<br />“Conversation” not just “Coverage”<br />Experimentation is key to success<br />
    86. 86. Initial Set of <br />Brands<br />Active Evaluation<br />Loyalty Loop<br />Post- Purchase experience<br />Moment of Purchase<br />Source: McKinsey – The Consumer Decision Journey<br />
    87. 87. Measuring what drives sales<br />Social Recommendations<br />Search Engines<br />Product Reviews<br />Initial Set of <br />Brands<br />Active Evaluation<br />Loyalty Loop<br />Post- Purchase experience<br />Moment of Purchase<br />Social Sharing<br />Online Communities<br />Digital Content<br />Source: McKinsey – The Consumer Decision Journey<br />
    88. 88. Where we can measure ROI<br />Online Conversion<br />
    89. 89. Where we can measure ROI<br />Coupon Tracking<br />
    90. 90. Social Media<br />ROI<br />Thousands of people trying to figure out<br />Figure it out – You will be rich<br />
    91. 91. Measuring ROI<br />Return Side<br /><ul><li>My future purchases
    92. 92. Offline recommendations
    93. 93. My audience’s purchases</li></ul>Investment Side<br /><ul><li>Cost to train Coral
    94. 94. Coral’s time
    95. 95. Overhead</li></li></ul><li>Social Media ROI?<br />Sometimes, the simplest explanation is the best<br />
    96. 96. Social Media ROI?<br />Are conversations with customers valuable enough to produce return?<br />
    97. 97. From Social Media to Social BusinessMay 27, 2011Ben Foster VP Digital Strategist Ketchum<br />

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