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The True Power of Social Media


                          grow your business




                                  DHI
                               March 2013


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Christie Stauning Andersen
       MsC IT
       netseeds




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“Social technologies can disrupt traditional
        business models. (...) Organizations that fail
        to invest in understanding social technologies
        will be at greater risk of having their business
        model disrupted by social technologies.”
                                      - McKinsey & Company, “The Social Economy” 2012




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Social media are conversations
       supported by online services



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Some statistics



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Kilde: Nielsen:
                          THE SOCIAL MEDIA REPORT 2012




                                                         Nielsen: THE SOCIAL MEDIA REPORT 2012




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Nielsen: THE SOCIAL MEDIA REPORT 2012




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Nielsen: THE SOCIAL MEDIA REPORT 2012




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1 billion monthly active users
                                     618 million daily active users
                                680 million active users via mobile devices




                                         200 million active users
                                        400 million tweets per day
                                       60% login via mobile devices




                                         200 million members
                          2,6 million companies have a LinkedIn company page




                                     135 million monthly active users




                          100 million monthly active users    48, 7 million users



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Socially Aware - Time spent statistics 2012




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70% of businesses worldwide use social media
    90% of them saw business benefits
                                        - McKinsey & Company, 2012




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The true power of social media
                             lies beneath the surface
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Branding and Marketing



 Customer Service                                   Recruitment




                          Collaboration


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Branding and Marketing




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Service not
                marketing!
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http://blisstree.com/files/2008/10/gift-giving.jpg


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What problem can you help
       your customers solve?



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From campaigns to always on




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How to make results: Understand...




                                                              Why do
            Why customers
                                                              people share
            love your
                                                              content in
            product/brand
                                                              social media




                          Content that drives business results
                                             Jason Li, Lead Strategist with Global Creative Solutions of Facebook

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Why do people share content:




        1. To make life easier
        2. To build relationships
        3. To help others
        4. To craft their identity


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To make life easier




         Inspire me




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To make life easier




    Help me learn
    something new




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Build relationships


            1. Give meaningful answers
            2. Show personality
            3. Be authentic
            4. Humour
            5. Focus on the feelings and
              memories the product evokes

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Build relationships




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Build relationships




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Help others




            1. Be open
            2. Ask for feedback
            3. Give influence



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Help others




    Be open




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Help others




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Identity




        Publish content that helps your
        users to express who they are




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Identity




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Branding and Marketing



 Customer Service                                   Recruitment




                          Collaboration


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Branding and Marketing



  Customer Service                                  Recruitment




                          Collaboration


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Customer
                      Marketing
                                   Service




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Kilde: Nielsen: THE SOCIAL MEDIA REPORT 2012




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“1 person doing social care can
                          replace 1-2 people in a call center”
                                  - Jonathan Wichmann, Head of Social Media, Mærsk Line




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Branding and Marketing



 Customer Service                                   Recruitment




                          Collaboration


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Branding and Marketing



 Customer Service                           Recruitment



                          Collaboration


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98% of respondents used social media for recruiting in 2012
                                 - Bullhorn: North American Staffing and Recruitment Trends Report, 2013




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Bullhorn: North American Staffing and Recruitment Trends Report, 2013




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Collaboration


                          The true power of social media
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20-25% productivity raise for knowledge workers
                                        - McKinsey & Company, 2012




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28 hours each week

                   Is what knowledge workers spent on
                   writing e-mails, searching for
                   information and collaborating internally
                                                 - McKinsey & Company, 2012



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Internal cooperation and communication tools


                                       Inspiration not rules


                                     Management innovations


                                  A compelling purpose

                                                      - McKinsey & Company, 2012



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“We get more status out of sharing
            knowledge than protecting it”
                          - Jonathan Wichmann, Head of Social Media, Mærsk Line




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Risks?




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"Data will be the basis of competitive advantage
      for every company, every industry for the next
      decade. It's going to drive IT."
                          - Chief Executive Virginia Rometty, IBM, february 2013




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Where should you post your status?




                                                  http://www.simplyzesty.com/




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Thank You!

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grow your business

                             http://netseeds.dk




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Bullhorn: “North American Staffing and Recruiting Trends Report 2013”, February 2013
 Li, Jason: “Facebook Brand Pages: Rules of Engagement”, HootSuite University, http://learn.hootsuite.com/webinar/facebook-brand-pages?submissionGuid=8295a4aa-
 bd90-4909-8bf3-d8d8c22e8576
 McKinsey & Company: “The Social Economy: Unlocking value and productivity through social technologies”, July 2012
 Nielsen: “State of the Media: The Social Media Report 2012”, April 2012, http://www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media-
 report-2012.html
 http://blogs.wsj.com/digits/2012/12/06/google-announces-135-million-users-debuts-instagram-competitor/
 http://gigaom.com/2013/01/17/whos-winning-the-race-in-social-media-monthly-active-users-by-the-numbers-chart/
 http://www.slideshare.net/dynamIt/5-digital-trends-for-2013-dynamit
 http://www.forbes.com/sites/susanadams/2013/02/05/new-survey-linked-in-more-dominant-than-ever-among-job-seekers-and-recruiters-but-facebook-poised-to-gain/
 http://www.euroinvestor.dk/nyheder/2013/02/28/ibm-sets-higher-bar-for-revenue-from-big-data/12229457
 http://new.livestream.com/smwcopenhagen/events/1885537 “Next Step for Mærsk Line” Video from Social Media Week Copenhagen 2013

 Pictures:
 http://morethanpuppets.files.wordpress.com/2012/05/listen.jpg
 http://upload.wikimedia.org/wikipedia/commons/3/33/Hbo_monitoring.jpg
 http://3.bp.blogspot.com/-icriY5kDwtg/TlRJyEy4YLI/AAAAAAAAKR8/xMEat3BVdWA/s1600/tip_of_the_iceberg.jpg
 http://distractedenterprise.com/wp-content/uploads/2011/03/information-overload-harmon_thumb1.jpg
 http://www.mindwerx.com/files/imagecache/node-view/Wordle_Information_Overload_Stress.JPG
 http://shawetmooc.files.wordpress.com/2013/01/info-overload.png
 http://www.beproductivetoday.com/wp-content/uploads/2012/08/productivity.jpg
 http://www.accolade-corporate-events.com/team-building-blog/wp-content/productivity.jpg
 http://franciseherrera.com/wp-content/uploads/2012/07/productivity-button.jpg
 http://www.volvoce.com/SiteCollectionImages/VCE/Pictures%20and%20Videos/VCE%20Corporate/iStock_000005415621Medium.jpg
 http://techpinions.com/wp-content/uploads/2012/01/chapter_innovation_bob.jpg
 http://alidavies.com/wp-content/uploads/2010/03/Taking-a-Risk.jpg
 http://epspark.com/images/800/facebook-time.jpg
 http://i3.kym-cdn.com/photos/images/original/000/249/984/85e.jpg
 http://www.troll.me/images/biff/thread-forecast-shitstorm.jpg
 http://socialmedia.universum.de/wp-content/uploads/Fotolia_43318193_S_%C2%A9-bluedesign.jpg
 http://i0.kym-cdn.com/photos/images/newsfeed/000/249/976/09c.jpg
 http://www.cleanmychapelhillhouse.com/wp-content/uploads/misinformation.jpg
 http://www.thinkswissny.org/genevemeetsnewyork/wp-content/uploads/Internet_Censorship1.jpg
 http://3.bp.blogspot.com/-cLokXLWruPQ/TyaYwhqTP9I/AAAAAAAAEWE/Igao8w4eyhw/s1600/twitter-is-censored-2.png
 http://cs317118.userapi.com/v317118305/6caa/nNi-wPOnI1g.jpg
 http://i.i.com.com/cnwk.1d/i/tim/2012/01/18/lam.png
 http://elainefogel.net/wp-content/uploads/2011/12/Guy-with-signs-getting-attention.jpg
 http://cdn.10dailythings.com/images/2010/08/problem-solved.jpg
 http://thumbnails.visually.netdna-cdn.com/data-never-sleeps_502918ef011f6_w594.jpg
 http://farm4.staticflickr.com/3209/2322476325_a7f162bb72_z.jpg?zz=1
 http://www.factpile.com/wp-content/uploads/2010/04/teamwork.jpg
 http://i.imgur.com/tY4rsoU.jpg
 http://philmckinney.com/wp/wp-content/uploads/2012/06/speech_bubble_reviews_noBackground.jpg
 http://vesselhead.com/wp-content/uploads/2012/12/Big-Data.jpg
 http://funstuffcafe.com/img/funny-images/stepaway/stepaway04.jpg



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The true power of social media

  • 1. The True Power of Social Media grow your business DHI March 2013 onsdag den 13. marts 13
  • 2. Christie Stauning Andersen MsC IT netseeds onsdag den 13. marts 13
  • 3. onsdag den 13. marts 13
  • 4. “Social technologies can disrupt traditional business models. (...) Organizations that fail to invest in understanding social technologies will be at greater risk of having their business model disrupted by social technologies.” - McKinsey & Company, “The Social Economy” 2012 onsdag den 13. marts 13
  • 5. Social media are conversations supported by online services onsdag den 13. marts 13
  • 7. Kilde: Nielsen: THE SOCIAL MEDIA REPORT 2012 Nielsen: THE SOCIAL MEDIA REPORT 2012 onsdag den 13. marts 13
  • 8. Nielsen: THE SOCIAL MEDIA REPORT 2012 onsdag den 13. marts 13
  • 9. Nielsen: THE SOCIAL MEDIA REPORT 2012 onsdag den 13. marts 13
  • 10. onsdag den 13. marts 13
  • 11. 1 billion monthly active users 618 million daily active users 680 million active users via mobile devices 200 million active users 400 million tweets per day 60% login via mobile devices 200 million members 2,6 million companies have a LinkedIn company page 135 million monthly active users 100 million monthly active users 48, 7 million users onsdag den 13. marts 13
  • 12. onsdag den 13. marts 13
  • 13. onsdag den 13. marts 13
  • 14. Socially Aware - Time spent statistics 2012 onsdag den 13. marts 13
  • 15. onsdag den 13. marts 13
  • 16. 70% of businesses worldwide use social media 90% of them saw business benefits - McKinsey & Company, 2012 onsdag den 13. marts 13
  • 17. The true power of social media lies beneath the surface onsdag den 13. marts 13
  • 18. Branding and Marketing Customer Service Recruitment Collaboration onsdag den 13. marts 13
  • 19. Branding and Marketing onsdag den 13. marts 13
  • 20. onsdag den 13. marts 13
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  • 22. onsdag den 13. marts 13
  • 23. Service not marketing! onsdag den 13. marts 13
  • 25. What problem can you help your customers solve? onsdag den 13. marts 13
  • 26. onsdag den 13. marts 13
  • 27. onsdag den 13. marts 13
  • 28. From campaigns to always on onsdag den 13. marts 13
  • 29. How to make results: Understand... Why do Why customers people share love your content in product/brand social media Content that drives business results Jason Li, Lead Strategist with Global Creative Solutions of Facebook onsdag den 13. marts 13
  • 30. Why do people share content: 1. To make life easier 2. To build relationships 3. To help others 4. To craft their identity onsdag den 13. marts 13
  • 31. To make life easier Inspire me onsdag den 13. marts 13
  • 32. To make life easier Help me learn something new onsdag den 13. marts 13
  • 33. Build relationships 1. Give meaningful answers 2. Show personality 3. Be authentic 4. Humour 5. Focus on the feelings and memories the product evokes onsdag den 13. marts 13
  • 36. Help others 1. Be open 2. Ask for feedback 3. Give influence onsdag den 13. marts 13
  • 37. Help others Be open onsdag den 13. marts 13
  • 38. Help others onsdag den 13. marts 13
  • 39. Identity Publish content that helps your users to express who they are onsdag den 13. marts 13
  • 41. Branding and Marketing Customer Service Recruitment Collaboration onsdag den 13. marts 13
  • 42. Branding and Marketing Customer Service Recruitment Collaboration onsdag den 13. marts 13
  • 43. Customer Marketing Service onsdag den 13. marts 13
  • 44. Kilde: Nielsen: THE SOCIAL MEDIA REPORT 2012 onsdag den 13. marts 13
  • 45. “1 person doing social care can replace 1-2 people in a call center” - Jonathan Wichmann, Head of Social Media, Mærsk Line onsdag den 13. marts 13
  • 46. Branding and Marketing Customer Service Recruitment Collaboration onsdag den 13. marts 13
  • 47. Branding and Marketing Customer Service Recruitment Collaboration onsdag den 13. marts 13
  • 48. 98% of respondents used social media for recruiting in 2012 - Bullhorn: North American Staffing and Recruitment Trends Report, 2013 onsdag den 13. marts 13
  • 49. Bullhorn: North American Staffing and Recruitment Trends Report, 2013 onsdag den 13. marts 13
  • 50. Collaboration The true power of social media onsdag den 13. marts 13
  • 51. 20-25% productivity raise for knowledge workers - McKinsey & Company, 2012 onsdag den 13. marts 13
  • 52. 28 hours each week Is what knowledge workers spent on writing e-mails, searching for information and collaborating internally - McKinsey & Company, 2012 onsdag den 13. marts 13
  • 53. onsdag den 13. marts 13
  • 54. Internal cooperation and communication tools Inspiration not rules Management innovations A compelling purpose - McKinsey & Company, 2012 onsdag den 13. marts 13
  • 55. onsdag den 13. marts 13
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  • 65. onsdag den 13. marts 13
  • 66. onsdag den 13. marts 13
  • 67. “We get more status out of sharing knowledge than protecting it” - Jonathan Wichmann, Head of Social Media, Mærsk Line onsdag den 13. marts 13
  • 69. onsdag den 13. marts 13
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  • 76. "Data will be the basis of competitive advantage for every company, every industry for the next decade. It's going to drive IT." - Chief Executive Virginia Rometty, IBM, february 2013 onsdag den 13. marts 13
  • 77. Where should you post your status? http://www.simplyzesty.com/ onsdag den 13. marts 13
  • 78. Thank You! onsdag den 13. marts 13
  • 79. grow your business http://netseeds.dk onsdag den 13. marts 13
  • 80. Bullhorn: “North American Staffing and Recruiting Trends Report 2013”, February 2013 Li, Jason: “Facebook Brand Pages: Rules of Engagement”, HootSuite University, http://learn.hootsuite.com/webinar/facebook-brand-pages?submissionGuid=8295a4aa- bd90-4909-8bf3-d8d8c22e8576 McKinsey & Company: “The Social Economy: Unlocking value and productivity through social technologies”, July 2012 Nielsen: “State of the Media: The Social Media Report 2012”, April 2012, http://www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media- report-2012.html http://blogs.wsj.com/digits/2012/12/06/google-announces-135-million-users-debuts-instagram-competitor/ http://gigaom.com/2013/01/17/whos-winning-the-race-in-social-media-monthly-active-users-by-the-numbers-chart/ http://www.slideshare.net/dynamIt/5-digital-trends-for-2013-dynamit http://www.forbes.com/sites/susanadams/2013/02/05/new-survey-linked-in-more-dominant-than-ever-among-job-seekers-and-recruiters-but-facebook-poised-to-gain/ http://www.euroinvestor.dk/nyheder/2013/02/28/ibm-sets-higher-bar-for-revenue-from-big-data/12229457 http://new.livestream.com/smwcopenhagen/events/1885537 “Next Step for Mærsk Line” Video from Social Media Week Copenhagen 2013 Pictures: http://morethanpuppets.files.wordpress.com/2012/05/listen.jpg http://upload.wikimedia.org/wikipedia/commons/3/33/Hbo_monitoring.jpg http://3.bp.blogspot.com/-icriY5kDwtg/TlRJyEy4YLI/AAAAAAAAKR8/xMEat3BVdWA/s1600/tip_of_the_iceberg.jpg http://distractedenterprise.com/wp-content/uploads/2011/03/information-overload-harmon_thumb1.jpg http://www.mindwerx.com/files/imagecache/node-view/Wordle_Information_Overload_Stress.JPG http://shawetmooc.files.wordpress.com/2013/01/info-overload.png http://www.beproductivetoday.com/wp-content/uploads/2012/08/productivity.jpg http://www.accolade-corporate-events.com/team-building-blog/wp-content/productivity.jpg http://franciseherrera.com/wp-content/uploads/2012/07/productivity-button.jpg http://www.volvoce.com/SiteCollectionImages/VCE/Pictures%20and%20Videos/VCE%20Corporate/iStock_000005415621Medium.jpg http://techpinions.com/wp-content/uploads/2012/01/chapter_innovation_bob.jpg http://alidavies.com/wp-content/uploads/2010/03/Taking-a-Risk.jpg http://epspark.com/images/800/facebook-time.jpg http://i3.kym-cdn.com/photos/images/original/000/249/984/85e.jpg http://www.troll.me/images/biff/thread-forecast-shitstorm.jpg http://socialmedia.universum.de/wp-content/uploads/Fotolia_43318193_S_%C2%A9-bluedesign.jpg http://i0.kym-cdn.com/photos/images/newsfeed/000/249/976/09c.jpg http://www.cleanmychapelhillhouse.com/wp-content/uploads/misinformation.jpg http://www.thinkswissny.org/genevemeetsnewyork/wp-content/uploads/Internet_Censorship1.jpg http://3.bp.blogspot.com/-cLokXLWruPQ/TyaYwhqTP9I/AAAAAAAAEWE/Igao8w4eyhw/s1600/twitter-is-censored-2.png http://cs317118.userapi.com/v317118305/6caa/nNi-wPOnI1g.jpg http://i.i.com.com/cnwk.1d/i/tim/2012/01/18/lam.png http://elainefogel.net/wp-content/uploads/2011/12/Guy-with-signs-getting-attention.jpg http://cdn.10dailythings.com/images/2010/08/problem-solved.jpg http://thumbnails.visually.netdna-cdn.com/data-never-sleeps_502918ef011f6_w594.jpg http://farm4.staticflickr.com/3209/2322476325_a7f162bb72_z.jpg?zz=1 http://www.factpile.com/wp-content/uploads/2010/04/teamwork.jpg http://i.imgur.com/tY4rsoU.jpg http://philmckinney.com/wp/wp-content/uploads/2012/06/speech_bubble_reviews_noBackground.jpg http://vesselhead.com/wp-content/uploads/2012/12/Big-Data.jpg http://funstuffcafe.com/img/funny-images/stepaway/stepaway04.jpg onsdag den 13. marts 13