A Strategic Approach to Social Media


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Presentation at Social Media in Manchester Conference (24th March 2011)

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  • Quick survey around the room to establish personal level of involvement in social media
  • Pulse of nation = 18,000 consumer panel Aisle Spy = blog & web cams & video Bright Ideas = money saving (5% of savings)
  • The brief called for provocation & inspiration In spirit of biting the hand that feeds me … I will start by attacking the title
  • A Strategic Approach to Social Media

    1. 1. Understanding Strategic Opportunity for Social Media Martin Thomas @crowdsurfing
    2. 2. The State of Play
    3. 3. Hype Shows No Sign of Diminishing
    4. 4. Growing Commercial Case <ul><li>70% of companies regularly create value through use of web-based communities </li></ul><ul><li>Using customer communities to solve customer problems costs 10% of traditional call centres </li></ul><ul><li>Web 2.0 companies are more profitable </li></ul>* McKinsey 2010
    5. 5. Growing Commercial Case <ul><li>Product revenues +200% </li></ul><ul><li>Claim $6.5m revenues directly from Twitter </li></ul><ul><li>Saved over £200k on photog costs using Flickr </li></ul>
    6. 6. Transforming Activism Hacktivism v Slacktivism
    7. 7. Transforming Politics?
    8. 8. Transforming Customer Service
    9. 9. Transforming Customer Relations 19% of UK adults had an enhanced view of the airline 3/4+% of those who had encountered BA’s communications felt as supportive of the airline or more so than before
    10. 10. Transforming Creativity
    11. 11. Transforming Innovation
    12. 12. Transforming Consumerism
    13. 13. “ Amplifying Volume of Moaning”
    14. 14. Amplifying Damage Caused by Internal Moaning <ul><li>“ R ude, smelly and stupid” </li></ul><ul><li>“ Pikey skanks” </li></ul><ul><li>“ Chavs” “Poor safety standards” </li></ul>
    15. 15. Heightened Expectations <ul><li>Speed & responsiveness </li></ul>“ The trouble with McDonald’s is it’s too bloody slow” Instant access, instant response, instant gratification “living life through shortcuts” MTV
    16. 16. Why many institutions struggle <ul><li>Not configured to work in real time, in terms of speed or resources </li></ul>One hour Ten Minutes * Critical response time for responding to negative comments
    17. 17. Emerging Trends <ul><li>Community Management as core skill </li></ul>RS Components built community of 17,000+ electronics design engineers from 139 countries in only 3 months 36,000 members (lawyers) from 160 countries
    18. 18. Emerging Trends <ul><li>Community Management as core skill </li></ul><ul><li>Mobile & Geo-location </li></ul><ul><ul><li>From gimmicks to game changers </li></ul></ul>
    19. 19. Emerging Trends <ul><li>Community Management as core skill </li></ul><ul><li>Mobile & Geo-location </li></ul><ul><li>Social commerce </li></ul><ul><li>Rise of Relevance </li></ul><ul><li>Facebook faces challenge of ubiquity </li></ul><ul><li>Legislative catch-up  </li></ul>
    20. 20. Legal Clarification of Private/Public
    21. 21. Legal Enforcement of Disclosure
    22. 22. Observations <ul><li>Premium on judgement rather than rules </li></ul><ul><li>We’re all learning as we go </li></ul><ul><li>Attitude more important than level of budget or technological sophistication </li></ul><ul><ul><li>Need to loosen up </li></ul></ul>
    23. 23. Thriving by Loosening Up <ul><li>Five simple operational & cultural traits of successful users of social media </li></ul><ul><ul><li>Trusting </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Agile </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Collaborative </li></ul></ul>
    24. 24. Tight Thinkers Need Not Apply <ul><li>Organisations that struggle with social media </li></ul><ul><ul><li>Hierarchical </li></ul></ul><ul><ul><li>Bureaucratic </li></ul></ul><ul><ul><li>Process oriented </li></ul></ul><ul><ul><li>Distrustful </li></ul></ul>
    25. 25. Trusting <ul><li>Bedrock of strong internal culture </li></ul><ul><li>Allows shared responsibility & real time decision making </li></ul><ul><li>The best company rulebook ever written? </li></ul>
    26. 26. Trusting <ul><li>No scripts </li></ul><ul><li>No time limits </li></ul><ul><li>Devolved decision-making </li></ul>
    27. 27. Open <ul><li>Transparency & honesty non negotiable </li></ul><ul><li>Capable of transforming reputations </li></ul>
    28. 28. Agile <ul><li>Ability to improvise & operate in real time </li></ul>
    29. 29. Informal <ul><li>Living life in Beta </li></ul><ul><li>Messy vitality </li></ul><ul><li>Speed more important than absolute accuracy </li></ul>
    30. 30. Collaborative <ul><li>Tapping into spirit of collective self expression </li></ul><ul><li>Opening up new business models </li></ul>
    31. 31. www.crowdsurfing.net @crowdsurfing