Social media 2.0: Getting older and (hopefully) wiser
SOCIAL MEDIA 2.0
GETTING OLDER AND
Copenhagen / 13.03.2014 / @JonathanWich and @EdMajor1
And why I can’t remember anything you said...
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.
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.
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.
Say goodbye to the gunslingers!
• From disconnected “conquer the world” attitudes and usage (The Wild West) to sober, informed
• 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.
The media landscape has been
democratized. It has been
turned upside-down. And that
Some things cannot be undone
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).
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
You are not a publisher
• Studies show that the best way to invest your time is in the community, interacting with
• 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.
How to go about it and why you shouldn’t be afraid.
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).
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.
It’s not dangerous. It’s educational.
• Hire the right people.
• Trust them
• Learning by doing.
• Make sure you make
• Remember: You should
always be testing.
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
From engagement to bottom-line value.
Get a content infrastructure up and running
Internal copywriters, journalists,
campaign managers, videographers etc.
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
• From listening comes understanding customers and improving products and services.
• Listening an integral part of social for most experienced corporations, especially in ”low
• Many ways to listen, depending on what you want to achieve, e.g. R&D, CSAT, competition,
• Dell is the absolute frontrunner in this field.
Social Media Customer Service
• Efficiency gains: When 2 become 1
• Access and empowerment
• Crisis management
§ 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”.
• 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
Learn Define Needs Access Options Make Decision
Source: CEB, 2012
• 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
Internal social collaboration
• McKinsey sees a 20-25%
productivity gain for
• 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
• It’s all about having “The
From CRM to Audience
• Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and
• Improve Sales and Service while reducing your media spend.
• A new role is about to arrive: Audience Development Manager.
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.