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SMG

PRESENTATION

TEMPLATE
THIS IS ME
@MEDIACZAR
Mat Morrison
@mediaczar
World's Oldest Living Social Media Guru™. Hangs around
Starcom MediaVest Gro...
@EVILCZAR
(ALSO ME)
Evil Mat Morrison
@evilczar
Gollum to @mediaczar's Smeagol. Social media #uberninja
and passionate coa...
24 SEPTEMB
24 SEPTEMB
23 MAY
I don't want to sweep hate speech under the rug and
pretend it didn't happen, any more than I want to give it
a platform f...
20

SOCIAL MEDIA PLATFORMS: NEWS MENTIONS VS
MONTHLY USERS

NEWS MENTIONS PAST 12 MONTHS
(M)

15

10

5

0
0

250

ACTIVE ...
#BILLYNOMATES

30

MEDIAN NUMBER OF
FOLLOWERS FOR
ACTIVE TWITTER
http://diegobasch.com/some-fresh-twitter-stats-as-of-july...
When researchers from
the University of
Southern California
looked at 5.8m
microbloggers (and 194m
links between them) the...
OLD POSITIONING (THIS ROOM)

http://blogs.hbr.org/20
13/09/twitter-that-oldmedia-darling/
NEW POSITIONING

http://blogs.hbr.org/20
13/09/twitter-that-oldmedia-darling/
IS SOCIAL MEDIA THE BEST PLACE?
“MOST OF YOUR
CUSTOMER SERVICE
TWEETS COME AROUND
DINNER TIME, JUST WHEN
YOUR CS TEAM KNOC...
IS SOCIAL MEDIA THE BEST PLACE?

“WE’D RATHER THEY
COMPLAINED TO THE
MANAGER”
IS SOCIAL MEDIA THE BEST PLACE?

“HI, THIS IS MARQUE X.
HOW CAN WE HELP YOU?”
IS SOCIAL MEDIA THE BEST PLACE?

“OH DEAR. HAVE YOU
TALKED TO YOUR
DEALER?”
IS SOCIAL MEDIA THE BEST PLACE?

“HERE’S THE NUMBER
FOR OUR CUSTOMER
SERVICES TEAM”
WHAT YOU NEED TO KNOW ABOUT
FACEBOOK
OPEN NEWS FEED

READ STORIES

ENGAGE (OR NOT)

LEAVE

COME BACK LATER

HOW PEOPLE USE...
WHAT YOU NEED TO KNOW ABOUT
FACEBOOK
HOW PEOPLE USE
FACEBOOK PAGES

LIKE PAGE
SEE STORIES (OR
DON’T)
ENGAGE (OR NOT)
SOMEWHAT LESS OBVIOUS

ADMIN POSTS

FAN POSTS

PUBLISHED TO FAN
NEWSFEEDS

NOT PUBLISHED TO
OTHER FANS’
NEWSFEEDS
WHY THIS MATTERS
“WE WANT TO CREATE A COMMUNITY”

COMMUNITY
FACEBOOK PAGE

LIST
“WE JUST WANT TO LISTEN”
BRAND PAGE (BUDWEISER)
82

747

1,100

Stories
posted by
F
ans

291
C
omments on
stories posted
by F
ans

C
omments from
a...
RETAILER (ASOS)
omments from
1,116 C
author/poster

1,061

1,092

2,591

Stories posted
by F
ans

C
omments on
stories pos...
OMG WTF? (CINEWORLD)
C
omments from
P Admins
age

1,481

5,676

Stories posted by
P
ublic

6,630

16,469

4,623

C
omments...
COMMENTS

38 USERS CREATED 80% OF FOLLOW
UP

USERS
OMG WTF BBQ? (2 DAYS ON
WAITROSE)
P
age

Waitrose

Data Start

2011-11-08

Data E
nd

2011-11-10

T R
otal ecords

607

C
...
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison
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Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison

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Within Social Media Week London 2013 The Patchwork Elephant Team ran an event discussing the future of Social Business (or what some people call Enterprise 2.0) - about using social tools inside as well as outside the organisation, for internal and external teams to collaborate to make business more effective. We ran a similar event within the February 2010 edition of Social Media Week London. We called it "Social Media in Enterprises - The Elephant in the Ecosystem" and we used a patchwork elephant to symbolise the theme - it's a patchwork elephant because it's very large, in the room, but it's hard to see the whole thing!

Business models are changing, and social technologies are ever more important in the way we work, but where are we really? 8 Different speakers asked:

* How has social business evolved?
* What is the current state?
* How does social integrate with our systems and processes today?
* What are the challenges for implementation and achieving success?
* Where are we headed?

Our speakers were:

Alan Patrick - Broadsight (and The Patchwork Elephant Team)
Janet Parkinson - Technotropolis (and The Patchwork Elephant Team)
Will McInnes - NixonMcInnes (author of Culture Shock)
Mat Morrison - Starcom MediaVest Group (World's Oldest Living Social Media Guru™)
Luis Saurez - IBM (famous for living outside of the inbox)
Neil Usher - WorkEssence
Anne-Marie McEwan - The Smart Work Company (author of Smart Working: Creating the Next Wave)
David Terrar - D2C (and The Patchwork Elephant Team)

Published in: Business, Technology
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Social Business - The Patchwork Elephant 04 - I hate everything - Mat Morrison

  1. 1. SMG PRESENTATION TEMPLATE
  2. 2. THIS IS ME @MEDIACZAR Mat Morrison @mediaczar World's Oldest Living Social Media Guru™. Hangs around Starcom MediaVest Group. No disclaimer is sufficiently powerful to justify these opinions. London · blog.magicbeanlab.com 17,450 1,024 TWEETS FOLLOWING 5,277 17 FOLLOWERS
  3. 3. @EVILCZAR (ALSO ME) Evil Mat Morrison @evilczar Gollum to @mediaczar's Smeagol. Social media #uberninja and passionate coach. Secret millionaire philanthropist. Hates hobbitses. London · mczar.me/evilczar 129 2,472 TWEETS FOLLOWING 10,194 17 FOLLOWERS
  4. 4. 24 SEPTEMB
  5. 5. 24 SEPTEMB
  6. 6. 23 MAY
  7. 7. I don't want to sweep hate speech under the rug and pretend it didn't happen, any more than I want to give it a platform from which it can be repeated. The personal abuse -- verging on persecution -- is actually prohibited in GameSpot's Terms of Use, and yet it runs rampant across the site. I don't want to contribute to it anymore. I'm not sure where this show is going in the future, if I'm honest, but I can tell you right now that I don't like the way that our community currently treats the concept of the comment box. 20 SEPTEMB
  8. 8. 20 SOCIAL MEDIA PLATFORMS: NEWS MENTIONS VS MONTHLY USERS NEWS MENTIONS PAST 12 MONTHS (M) 15 10 5 0 0 250 ACTIVE USERS (M) 500 750 1,000 http://emergingspaces.co.uk/the-one-chart-about-twitter-that-you-never-se
  9. 9. #BILLYNOMATES 30 MEDIAN NUMBER OF FOLLOWERS FOR ACTIVE TWITTER http://diegobasch.com/some-fresh-twitter-stats-as-of-july-2012 ACCOUNTS (n = 80 M)
  10. 10. When researchers from the University of Southern California looked at 5.8m microbloggers (and 194m links between them) they found that, on average, both the people a user follows and, worse, those who follow him, have more followers than he does.
  11. 11. OLD POSITIONING (THIS ROOM) http://blogs.hbr.org/20 13/09/twitter-that-oldmedia-darling/
  12. 12. NEW POSITIONING http://blogs.hbr.org/20 13/09/twitter-that-oldmedia-darling/
  13. 13. IS SOCIAL MEDIA THE BEST PLACE? “MOST OF YOUR CUSTOMER SERVICE TWEETS COME AROUND DINNER TIME, JUST WHEN YOUR CS TEAM KNOCKS OFF.”
  14. 14. IS SOCIAL MEDIA THE BEST PLACE? “WE’D RATHER THEY COMPLAINED TO THE MANAGER”
  15. 15. IS SOCIAL MEDIA THE BEST PLACE? “HI, THIS IS MARQUE X. HOW CAN WE HELP YOU?”
  16. 16. IS SOCIAL MEDIA THE BEST PLACE? “OH DEAR. HAVE YOU TALKED TO YOUR DEALER?”
  17. 17. IS SOCIAL MEDIA THE BEST PLACE? “HERE’S THE NUMBER FOR OUR CUSTOMER SERVICES TEAM”
  18. 18. WHAT YOU NEED TO KNOW ABOUT FACEBOOK OPEN NEWS FEED READ STORIES ENGAGE (OR NOT) LEAVE COME BACK LATER HOW PEOPLE USE FACEBOOK
  19. 19. WHAT YOU NEED TO KNOW ABOUT FACEBOOK HOW PEOPLE USE FACEBOOK PAGES LIKE PAGE SEE STORIES (OR DON’T) ENGAGE (OR NOT)
  20. 20. SOMEWHAT LESS OBVIOUS ADMIN POSTS FAN POSTS PUBLISHED TO FAN NEWSFEEDS NOT PUBLISHED TO OTHER FANS’ NEWSFEEDS
  21. 21. WHY THIS MATTERS
  22. 22. “WE WANT TO CREATE A COMMUNITY” COMMUNITY FACEBOOK PAGE LIST
  23. 23. “WE JUST WANT TO LISTEN”
  24. 24. BRAND PAGE (BUDWEISER) 82 747 1,100 Stories posted by F ans 291 C omments on stories posted by F ans C omments from author/poster omments from 128 C P Admins age 353 C omments from P Admins age 5,166 Stories posted by P Admins age C omments from peers 133 Stories posted on BudweiserUK Wall 81 C omments on stories posted by P Admins age 5,033 C ircle area is proportional to volume of activity C omments from F ans
  25. 25. RETAILER (ASOS) omments from 1,116 C author/poster 1,061 1,092 2,591 Stories posted by F ans C omments on stories posted by F ans Stories posted on Wall 1,394 Comments from P Admins age C omments from peers (81) C omments from P Admins age (349) 1,317 Stories posted by P Admins age (31) C ircle area is proportional to volume of activity C omments on stories posted by P Admins age 968 C omments from F ans
  26. 26. OMG WTF? (CINEWORLD) C omments from P Admins age 1,481 5,676 Stories posted by P ublic 6,630 16,469 4,623 C omments on stories posted by P ublic 10,368 C omments from author/poster C omments from peers P osts C omments from P age Admins (282) 954 Stories posted by P age Admins C ircle area is proportional to volume of activity 13,103 C omments on stories posted by P Admins age 12,821 C omments from P ublic
  27. 27. COMMENTS 38 USERS CREATED 80% OF FOLLOW UP USERS
  28. 28. OMG WTF BBQ? (2 DAYS ON WAITROSE) P age Waitrose Data Start 2011-11-08 Data E nd 2011-11-10 T R otal ecords 607 C omments from author/poster 91 86 Stories posted by F ans C omments from P age Admins (4) 431 C omments on stories posted by F ans 336 88 C omments from peers Stories posted on Wall C omments from P age Admins (0) 156 Stories posted by P Admins (2) age C omments on stories posted by P Admins age C ircle area is proportional to volume of activity 156 C omments from F ans

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