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Gimmicks to Game Changers - Social Media Grows Up


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Presentation at London Social Media Summit 30th March 2011

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Gimmicks to Game Changers - Social Media Grows Up

  1. 1. Social Media Through the Looking Glass Martin Thomas @crowdsurfing
  2. 2. A Market Matures <ul><li>From gimmicks to game changers </li></ul><ul><li>From technological hype to organisational & cultural change </li></ul>Gartner Hype Cycle
  3. 3. Gimmicks to Game Changers
  4. 4. Gimmicks Play Important Role <ul><li>Beta test ideas & technologies </li></ul><ul><li>Build audiences </li></ul><ul><li>Excite media </li></ul>
  5. 5. … but Gimmicks Have Limitations <ul><li>Exacerbate market fixation with tactics, trivia & technology </li></ul><ul><li>Fail to be taken seriously in the boardroom </li></ul><ul><li>Fail to transform markets & businesses </li></ul>
  6. 6. Game Changers <ul><li>Transform operating procedures </li></ul><ul><li>Create new markets & business models </li></ul><ul><li>Set trends that others will follow </li></ul>
  7. 7. Best Buy & Real Time Customer Service <ul><li>Taking responsibility for customer service beyond a department </li></ul><ul><li>2,000+ employees, following guidelines not rules </li></ul><ul><ul><li>“ </li></ul></ul><ul><ul><li>“ Authentic honest, conversational, be yourself, show respect, expect respect. The goal is to help not be creepy” </li></ul></ul>
  8. 8. giffgaff Makes Community Commerce Work <ul><li>People-powered mobile network (O2) </li></ul><ul><ul><li>Members receive points for recruiting new people, making suggestions & solving problems => converted into cash </li></ul></ul><ul><ul><ul><li>20% actively involved </li></ul></ul></ul><ul><ul><ul><li>Aim that 25% of members get half cost of calls returned for contribution to community </li></ul></ul></ul><ul><ul><li>Plans to involve community in pricing & marketing decisions </li></ul></ul><ul><li>Not reliant on call centres, expensive marketing & product support </li></ul>
  9. 9. Asda Sees Commercial Advantage in Openness “ Empower consumers” “ Open culture” “ Creative collaboration”
  10. 10. B-B Sector Discovers Power of Community <ul><li>RS Component’s DesignSpark community </li></ul><ul><ul><li>free software tools (many developed by members), discussion groups & unbiased product reviews </li></ul></ul><ul><li>Built community of 17,000+ electronics design engineers from 139 countries in only 3 months </li></ul><ul><li>Aim to become self sustaining in 18 months </li></ul><ul><li>Analysts upgraded financial rating of parent co. </li></ul>
  11. 11. Old Spice & Real Time Creativity <ul><li>180+ executions in 48 hours </li></ul><ul><li>Most watched branded film on YouTube </li></ul>
  12. 12. Democratisation of Criticism <ul><li>Twitter-powered aggregator of amateur reviews </li></ul><ul><li>End of the professional critic? </li></ul>
  13. 13. Technological Hype to Organisational & Cultural Change
  14. 14. The Real Social Media Effect <ul><li>Driving new behaviours & expectations </li></ul><ul><li>Dramatizing institutions’ structural, operational & cultural weaknesses </li></ul>Connected Consumer meets Disconnected Corporation
  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>* Critical response time for responding to negative comments  60 minutes  10 minutes
  17. 17. Thriving by Loosening Up <ul><li>Attitude more important than level of budget or technological sophistication </li></ul><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>
  18. 18. 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>
  19. 19. Loose Thinking in Action <ul><li>Importance of strong internal culture built on trust </li></ul><ul><li>Allows shared responsibility & real time decision making </li></ul><ul><li>The best company rulebook ever written? </li></ul>
  20. 20. @crowdsurfing