HP Social Media Roundtable - Allen's intro and presentation


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My intro and presentation - "From Social Networking to Social Business" - from the Social Media Roundtable event held at HP Cupertino on April 21, 2010

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HP Social Media Roundtable - Allen's intro and presentation

  1. 1. Social Media for Business<br />Executive Roundtable, Cupertino CA<br />April 21, 2010<br />hosted by HP | sponsored by EIS and OutStart<br />
  2. 2. Welcome!<br />Social media and Web 2.0 are top of mind for many of us. Especially as social networking and communities change the way we work, shop, socialize, and share ideas. But…how much of this translates to day-to-day business? And not just the ‘easy’ stuff!<br />This roundtable event bring together social media, customer service, education and marketing leaders to share experiences, discuss successes/challenges, and learn about some of the latest trends and approaches for applying social media for business<br />Thanks – to HP, our host; to our presenters, and to EIS and OutStart, our sponsors!<br />
  3. 3. Agenda<br />
  4. 4. Introductions + Hot Topics<br />Name, Company, Role<br />+ <br />One question or goal for today’s session<br />
  5. 5. Evoke<br />From Social Networking to Social Business<br />Allen Bonde | Twitter.com/abonde | allen@allenbondegroup.com<br />
  6. 6. Key Questions…<br />Where are we in the growth and evolution of social media?<br />How can we best apply social in mainstream marketing?<br />What is needed to drive business adoption more broadly?<br />
  7. 7. Where are we in the growth and evolution of social media?<br />Where are the fish?<br />
  8. 8. A Brief History<br />22% of F500 have public facing corporate blogs; 86% of these link to corp Twitter account<br />growth<br />What is the state of social media adoption (blogs and public social networks)…and how did we get here?<br />346 M WW blog readers<br />Ad model<br />Twitter 18 M+ US adult users<br />invest<br />launch<br />Twitter 6 M US adult users<br />94 M US blog readers<br />LinkedIn 60 M members<br />60 M blogs<br />Launch of Buzznet<br />LinkedIn 33 M members<br />Launch of Delicious<br />Launch of Digg<br />Launch of Huffington Post<br />Launch of Plaxo<br />400 M<br />LinkedIn 10 M members<br />Facebook 300 M active users<br />Facebook 100 M active users<br />Launch of LinkedIn<br />News Corp buys MySpace for $580M<br />Facebook 20 M active users<br />79.5 M US online social network users (monthly)<br />Launch of MySpace<br />Yahoo! buys Flickr<br />Launch of Twitter<br />MSFT invests $250M in Facebook<br />Launch of Facebook<br />Facebook passes MySpace in monthly visitors<br />Google buys Blogger<br />Google buys YouTube<br />10 M blogs<br />2003<br />2004<br />2005<br />2006<br />2007<br />2009<br />2008<br />2010<br />Sources: company factsheets,Technorati, eMarketer, Wikipedia, press reports, Umass Dartmouth study<br />
  9. 9. Some Definitions<br />Social Media<br />Social Media Marketing<br />blogs, wikis, forums, public social networking sites, microblogging (Twitter), audio or video sharing sites, where a community model is in play and user-generated content and connections are the primary currency. These are the “channels” for social media marketing<br />the business use of social media for engaging customers, building brand, creating leads and/or driving product innovation<br />Social Business Software <br />the general class of Web 2.0 “packages” geared toward enterprise users (also called Enterprise 2.0). SBS to this point has mostly been used to power private/company communities and public or specialty forums where scale or management or monitoring is key<br />
  10. 10. Selected Social Trends<br />4 out of 5 online Americans use social content at least once a month (Forr)<br />social networks and blogs now the 4th most popular online activity – ahead of personal email (Nielsen)<br />35-54 and 55+ two fastest growing age groups on Facebook<br />Service & Support <br />Yet TODAY, only 2-10% of total customer service & support is handled using social media (TSIA)<br />63% say social media “very desirable/critical” to service & support org in 2 years (TSIA)<br />Marketing <br />As paid social ads top $1.3B in 2010 (eMarketer), are traditional agencies / media buyers ready for new channels?<br />Ford Motor Co. is spending 25% of its marketing dollars on digital and social media (BW)<br />
  11. 11. How can we best apply social in mainstream marketing?<br />What’s the hook?<br />
  12. 12. Community Marketing Model (CMM)<br />CORE BELIEF:every relationship begins with a discussion.<br />WHAT THIS MEANS:in today’s Facebook world, a key role for marketing (and customer service!) is using social media/networking to engage in discussions* – ideally steering and monitoring the community as it defines your brand and products – and then to capture feedback which 1) iteratively improves the brand experience and 2) generates leads.<br />Creating a Framework<br />GOAL: add structure and repeatable process around using online social media and offline marketing and community-building programs so businesses can participate as a regular trusted advisor<br />* Community discussions can span online and offline channels<br />
  13. 13. Feedback<br />Engagement<br />CMM in Action – it’s all About Discussions!<br />PR, local events<br />1<br />2<br />community defines the brand<br />Conversations<br />Wiki/blogs<br />Ratings/ <br />Reviews<br />Social sites <br />Market research<br />Social Search<br />defines the<br />experience<br />online<br />Profiling<br />Focus groups<br />Monitoring/analytics<br />Community management<br />Product<br />Innovation<br />defines product / solution /<br />partners<br />offline<br />Message<br />Tuning<br />3<br />generates<br />qualified<br />leads<br />Surveys<br />
  14. 14. Managing Social Channels<br />One overall social strategy + (separate) channel owners/tactics needed<br />Social media campaignsmust target unique characteristics of each channel<br />Each social channel has its own “persona” – demographics, usage, style, rules etc. <br />
  15. 15. Social Channel Persona Spider Chart<br />usage<br />Relationships<br />LinkedIn<br />Activity<br />Facebook<br />anonymous<br />Twitter<br />fun<br />Blogs<br />demographics<br />work<br />friends<br />Persistence<br />months<br />mature<br />minutes<br />58% over 35; more males<br />business<br />young<br />60% over 25; more females<br />Age<br />66% under 25<br />style<br />Cross-links are key…<br /><ul><li> LinkedIn to Twitter updates
  16. 16. Twitter to blog content
  17. 17. Website to Facebook fan page</li></ul>casual<br />Tone<br />
  18. 18. Twitter and Brand Value – a correlation?<br />Many top brands (esp. retail, media, high-tech) have high Twitter influence/engagement scores – but not all; and some companies (esp. in cable TV, insurance) who have invested heavily in Twitter have NOT seen a bump in their brand/experience scores<br />Forrester CxPI scores vs. Twitter Grader scores<br />Barnes & Noble<br />Marriott<br />Hampton Inn (Hilton)<br />Amazon<br />Top 10<br />Holiday Inn (IHG)<br />Kohl’s<br />JC Penney<br />Comfort Inn (Choice)<br />CxPI ranking<br />Bj’S Wholesale (not active)<br />Macy’s<br />US Airways<br />CITI (forward)<br />Comcast<br />Aetna (not active)<br />Qwest (talkto)<br />HSBC (careers)<br />CIGNA<br />Bottom 10<br />Medicaid (CMS Gov)<br />UHG (Feds)<br />Charter<br />95<br />100<br />90<br />Twitter Grader “influence”<br />
  19. 19. What is needed to drive business adoption more broadly?<br />How to scale?<br />
  20. 20. Moving from Social Networking to SBS<br />Social businessstrategy often evolves from initial efforts with social media/marketing<br />Integrating with core biz processes and communication leads to need for new platforms<br />Vendors such asOutStart, Jive, Lithium, Socialtext etc. offering ‘SBS’ or Social CRM solutions<br />
  21. 21. Making a Business Case <br />The recent McKinsey global survey and a growing list of case studies show clear gains from initial adoption of Web 2.0, with blogs and social networking/forums tops among approaches in terms of measurable benefits.<br /><ul><li>Yet (IMO) few companies are using Web 2.0 tools for core business processes due to challenges handling structured and unstructured data, along with questions about trust models and integration between enterprise and social content!</li></ul>COMMON BENEFITS<br />Customer applications–increased marketing effectiveness, improved customer sat and lower marketing/support costs are top benefits<br />Internal applications–access to knowledge and experts, lower communication and travel costs, and increased employee satisfaction are top benefits<br />Sources: McKinsey Global Survey, 2009 (survey of 1,700 global executives); <br />for list of some companies using social see: http://mashable.com/2008/07/23/corporate-social-media/<br />
  22. 22. Checklist for Social Business Strategy<br />SEE : 10 Steps to a Practical Social Media Business Strategy, Allen Bonde, SearchCRM.com, 27 Jan 2010<br />
  23. 23. Bottom Line<br />Social is clearly disruptive + attractive, but path to full-scale social business still uncharted<br />Social media marketing more proven, builds on community/ multi-channel marketing (mostly)<br />Watch for: mobile/ location/ Twitter apps, lots o M&A! + listen to Gautam and Esteban!<br />