Mildura social mediaengageextended


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Social Media: Engage Presentation delivered to Southern Cross Business Advisers, in Mildura, June 2011

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Mildura social mediaengageextended

  1. 1. Social Media: Engage!<br />Mindshop Conference, June 2011<br />Fergal Coleman<br />Twitter @symphony3think<br /><br /><br /><br />
  2. 2. Introduction<br />“By 2015, the 20% of enterprises employing social media beyond marketing will lead their industries in revenue growth”<br />Gartner, June 2011<br />The changing world <br />How to approach social media and web2.0<br />It’s about your future business model<br />Strategy first then tactics (examples)<br />Your plan<br /><br />
  3. 3. Interact <br />@symphony3think<br /><br /><br /><br />Tel: 0423 198184<br />Coffee<br /><br />
  4. 4. (R)evolution or (R)evolutions?<br />“Every generation needs a new revolution.” <br />Thomas Jefferson<br />We are witnessing multiple revolutions right now…<br /> “Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviours “ <br />Prof. Clay Shirky author “Here Comes Everybody”<br /><br />
  5. 5. Worldwide Society is Changing – 17 years of Internet<br />In four years to 2010, newspaper <br />ad revenue dropped by 44.24%<br />Revolution is Everywhere<br />1 out of 8<br />couples married in 2009 the US met online<br />Manufacturing to China,<br />Services to India, Philippines,<br />Eastern Europe, etc<br />
  6. 6. So Why Now? The Perfect Storm<br />An analysis by Merrill Lynch claimed that cloud technology could make business applications “three to five times cheaper,” meaning that organizations could save anywhere from 67 to 80 percent (Greenberg, 2009). Rajen Sheth (2009) of Google projects cost savings of 67 percent for moving e-mail to the cloud<br />In December 2010 there were 9,361,520 Australians actively using Facebook. The average session time for a user visiting Facebook was 28 minutes and 58 seconds.<br />366 million people (31 per <br />cent of the population) in India <br />had access to improved sanitation <br />in 2008. 545 million cell phones <br />are now connected to service in <br />India's emerging economy. <br />UN Report<br />By 2013, mobile phones will overtake PCs as the most common Web access device worldwide<br />Gartner<br /><br />
  7. 7. Changing Behaviours!<br /><br />
  8. 8. Does It Bring Back Memories?<br />This Week<br />Feb 3rd 2001<br />What can the era teach us about winners and losers?<br /><br />
  9. 9. We’ve Been Here Before<br />There was a crash with lots of losers but some major winners<br />Losers:,, V. Winners: Amazon, Paypal, Ebay, Seek, Wotif<br />But trends and take-up levels have continued<br /><br />
  10. 10. The Big Picture: What can we learn? <br />Think long-term<br />Emergent and Realized Strategy (Mintzberg) <br />Success will be determined over a period of years not months<br /> “Deliberate strategies provide the organization with a sense of purposeful direction. Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies help the organization to control its course while encouraging the learning process”<br /><br />
  11. 11. Why Social Media? The pay back comes quickly<br />“Companies using the web intensively gain greater market shares and higher margins”<br />- “The Rise of the networked enterprise: Web2.0 finds its payday” – McKinsey Quarterly Dec. 2010<br /> Some averages from report<br />20% decrease in travel costs<br />20% improvement in marketing effectiveness<br />10% reduction in operational costs<br />15% decrease in marketing costs<br />18% increase in customer satisfaction<br />41% increase in employee satisfaction<br /><br />
  12. 12. 10% increase in productivity for small and medium businesses from Internet usage<br />2.6 jobs created for every 1 job lost<br />75% of Internet impact arises from traditional industries<br />Small and medium businesses heavily using Web technologies grow and export 2x as much as others<br />“The internet is still in its infancy”<br />MGI Report, “Internet Matters: The Net’s sweeping impact on growth, jobs and prosperity.” May 2011<br />Internet-centred strategy works!<br />
  13. 13. Fear still remains<br />Fear at the top management level:<br /><ul><li> Fear of reputational risks
  14. 14. Fear of unknown
  15. 15. Fear of wasting time
  16. 16. Fear of wasting money
  17. 17. Fear of loss of control
  18. 18. Fear of loss of credibility</li></ul><br />
  19. 19. No wonder it’s daunting!<br /><br />
  20. 20. The Reality: Most not being strategic<br /><br />2.10minutes<br /><br />
  21. 21. Social Media Framework Logical Boxes<br />People Needs<br />Who are you Serving? Where are they?<br /> What are they doing online?<br />What drives them to engage with you?<br />Customer Segment A<br />Customer Segment B<br />Employees<br />Customer Segment A<br />Customer Segment B<br />Employees<br />Why We Exist<br />Mission <br />Strategic Goals<br />Core Values<br />Vision<br />Financial Profitability <br />Improved Customer Service<br />New customers<br />More Efficient Processes<br />Lower Costs<br />Lower Customer Churn<br />More $ per customer<br />How We Do It<br />Make (Services delivered)<br />Communicate<br />Engaging / Energising<br />Talking / Informing<br />Supporting Activities<br />Supporting<br />Listening<br />Building Blocks<br />Finance <br />(Budget)<br />16<br />People<br />Leadership<br />Culture<br />Skills +Training<br />Data and Information<br />Standards and Policies<br />Social Media Policy<br />Response Guide<br />Risk Mgmt<br />Technology (Tools)<br />
  22. 22. Case Study: Kingston City Council<br />“In the past we (local government) told the community what we were doing, we have now evolved to engaging the community in what we propose to do, but the expectation of the community today is that not only will they be engaged but they will directly influence and they will have control over what happens. This is not an unreasonable expectation.”<br />John Nevins, CEO, City of Kingston.<br />“Social Media in Everything We Do”<br /><br />
  23. 23. Roadmap<br />Commitment and Leadership Steering Group<br />Adopted by business:<br />Person Responsible and One Page Plan for each tool<br /><ul><li>Social Media Policy
  24. 24. Skype</li></ul>- SM Awareness and Training<br />- Facebook<br /><ul><li>CEO Blog
  25. 25. -Mayoral Blog</li></ul>- Twitter<br />- Yammer<br />Y/N<br />Ideas (Prioritised) <br />Y/N<br />Working Group (cross-dept) <br />Y/N<br />Y/N<br /><br />
  26. 26. Wiki – Internal Initiatives first <br /><ul><li>Improved collaboration
  27. 27. Better information sharing
  28. 28. No email trail with multiple document versions
  29. 29. Less paper
  30. 30. No IT overhead</li></ul><br />
  31. 31. Social Media Policy and Response Guide<br /><ul><li>Parameters on how to behave online
  32. 32. Parameters on what can be said about the organisation
  33. 33. Guidelines on how to respond to comments and opinions</li></ul><br />
  34. 34. CEO Blog<br /><ul><li>Shows Leadership commitment
  35. 35. Direct line of communication to the CEO for employees
  36. 36. Learning internally</li></ul><br />
  37. 37. Facebook Page<br /><br />
  38. 38. Coming soon or in prototype…<br />LinkedIN<br />Community Engagement<br />Mayoral Blog<br />Twitter<br />YouTube/Video<br />Department specific - strategies<br />Training, awareness and more training!<br /><br />
  39. 39. Now, Where, How<br /><br />
  40. 40. Where are you now - Take the Questionnaire<br /><br />
  41. 41. Where do you want to be?<br />Vision: In three years time how will social media be engaging your clients and empowering you and your organisation?<br />Listening – Use social media to better understand customer needs.<br />Talking – Use social media to spread messages about your business<br />Energising – get your most enthusiastic customers to become advocates, using social media to increase word of mouth.<br />Supporting – Support residents/local businesses or help them to support each other.<br />Embracing – Integrate your customers into the way your organisation works<br />How will it be helping my business?<br />Discuss with a partner<br /><br />
  42. 42. How: What are you going to do?<br /><br />
  43. 43. How? Listening<br />Listening<br />Twitter<br />LinkedIn<br /><br />
  44. 44. Find the Influencers<br />7 to 750 million <br />Picked seven bloggers to attend a top secret “Midnight Webcast”<br />They told tens of thousands of fans<br />Mainstream media listened and reported<br />Estimated 350 million people heard the news within 24 hours<br />2008<br />Who are the influencers in your community? Listen, comment, provideopinion using the social media they use<br /><br />
  45. 45. Can you provide the best advice about just one thing?<br /><br />
  46. 46. Test a service/process online<br /><br />
  47. 47. Support and EmpowerHR Block (<br />Jan – April 2010: 1.5 million visits<br />120,000 tax-related questions<br />iPhone app: 28,000 downloads in Feb 2010<br /><br />
  48. 48. Can you make your offering more engaging<br /><br />
  49. 49. Can you use social media in your consulting toolbox?<br /><br />
  50. 50. Internal Tools – help you learn and be top of mind<br /><ul><li>Improved idea sharing and innovation
  51. 51. Mobile communication
  52. 52. Improved communication </li></ul><br />
  53. 53. Engage your customers – get them to help you<br /><br />
  54. 54. Measure<br />Set clear KPIs and Measure them<br />Relate them back to the business – leads, prospects sales<br />Use the information to refine what you say<br /><br />
  55. 55. Syndicate<br /><br />
  56. 56. How: What are you going to do?<br />In pairs<br />Write down three strategies and accompanying actions in your OPP<br /><br />
  57. 57. Conclusion<br />Believe in social media and web2.0<br />Be wary of the hype<br />Think beyond tools and talking AT people<br />Where do you want to be in 3 years time<br /><br />
  58. 58. Interact <br /><br />@symphony3think<br /><br />Tel: 0423 198184<br /><br />