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Communication and Social Media
- 1. SOCIAL MEDIA – A NEW AGENDA ON THE INTERNET RENÉ LUNDGAARD KRISTENSEN USER EXPERIENCE CONSULTANT COMMUNICATION AND SOCIAL MEDIAS, ÅRHUS 20.11.2009
- 2. ? Why takesocial mediaSERIOUSLY © Creuna
- 3. 2/3 OF THE WORLDS POPULATION VISIT SOCIAL netWORKS Nielsen, Global Faces & Networked Places, 2009 © Creuna
- 4. SOCIAL networks are the 4. most popular ONLINE activity – ahead of E-MAIL Nielsen, Global Faces & Networked Places, 2009
- 5. 1.728.000 minutes of video are uploaded every day YouTube blog, August 2009
- 6. 14.200.000 articles Wikipedia Statistics, September 2009
- 7. 3.600.000.000 pictures Yahoo, March 2009
- 8. 1382% January - February 2009 TechCrunch, April 2009
- 9. 8.000.000.000 minutes spend on Facebook daily Facebook Statistics, October 2009
- 10. 1.300.000 blog posts daily Technorati, 2009
- 11. of all searches on the worlds 20 biggest brands provide links to user generated content 25%
- 12. of all bloggers write about products and brands 34%
- 13. ? what happened © Creuna
- 14. Classic website © Creuna
- 15. The new web © Creuna
- 17. Social mediademocratizes communication KOMMUNIKATION OG SOCIALE MEDIER, 05.11.2009
- 18. 14% believe in advertisers
- 19. 78% believe in recommendations
- 20. NOW IT’S THE PEOPLE WHO ARE IN CONTROL © Creuna
- 21. BUT MOST PEOPLE DO THIS © Creuna
- 22. “We want to talk to you," they say. "But we don't want to hear back from you. Unless you want to place an order, and if so click here.” “ JoshBernoff, Coauthor of Groundswell © Creuna
- 23. 93% Of the members of a social network believe that companies should be present when it comes to social media Cone, Business in Social Media Study, September 2008
- 24. 85% Of the members of a social network believe that companies should interact with their clients Cone, Business in Social Media Study, September 2008
- 25. “Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” “ B.L. Ochman, BusinessWeek, February 2009 © Creuna
- 28. “PR just sent a press release as a word document attachment – that’s SO MUCH last year” © Creuna
- 30. ? Okay, we are onboard, but where do we begin © Creuna
- 31. Listen! © Creuna
- 36. ideastorm.comreducedthe negative buzzabout Dell from 48%
- 37. … to 20%
- 40. Come up with a strategy © Creuna
- 42. Make room
- 45. activate people, Where people are
- 48. Find ambassadors © Creuna
- 50. create connections © Creuna
- 54. think creatively © Creuna
- 57. They penetrated the market the same way the pirates penetrated the social networks. By the way, the sale increased by 23.000%
- 59. thank you Twitter: @renelundgaard RENÉ LUNDGAARD KRISTENSEN Consultant, User Experience M: (+45) 22 49 83 42 rene.kristensen@creuna.dk © Creuna
Editor's Notes
- Today, we are going to talk about social media – the new agenda on the internet.There are plenty of examples on how not to use social media but since I hope to inspire you I rather draw on all the positive and good cases.I don’t have the answers to all your challenges – so I hope we can have a discussion about how you see Net Travel Service use social media.
- Why do we have to take social media seriously?Well, let’s have a look at some statistics.
- 2/3 of the worlds population visit social Networks
- Social networks are the 4. most popular ONLINE activity – ahead of E-MAIL
- 1.728.000minutes of video are uploadedevery day
- 14.200.000articles can be found on wikipedia
- 3.6 billionpictures are uploaded toFlickr
- Twitter grew 1382% from january till february 2009
- 8.000.000.000minutes are spend on Facebook daily
- 1.300.000blog posts are createddaily
- You can’t guaranty that your customers will land on your website – where you control the content – anymore. Maybe, they will search for other customers opinions on a blog instead.
- They don’t just write about fun – they actually write about you, what they think of your products and services.
- So, what happened?
- Well, traditionally people have seen the web as an ocean of websites.Therefore, many people have contributed to this picture by creating another website in this ocean.And then they have spend a lot of money on advertising and search engine optimization to get people to visit their island.This view on the web is changing because it is challenged.
- What happened is that content is spread.Content about companies and organizations, products and services, are spread out in million of channels
- million of channels where it is out of our control.
- And the users are invited to participate as content producers.You see, social media has made it possible for us to share our opinion about products and services with a broader audience.Social media has democratized communication.And we like it – because it makes us the leader of the content, the opinion former.
- Research points out that 14% believe in advertisers
- While 78% believe in recommendations from other peopleIt means that 78% believe in what other people are saying about products and services – not what a company is saying about a product or a service.So, again: What happened?
- Well, now it is the people who are in control.And we have to deal with it.
- But most companies and organizations do this.Because it’s scary and newAnd it is much easier to stick to traditional communication.
- That is one-way communication.Bernoff says:“We want to talk to you, they say. But we don’t want to hear back from you. Unless you want to place an order, and if so click here.”
- “93% of the members of a social network believe that companies should be present when it comes to social media”
- But not only be present – you also have to interact and engage.”85% of the members of a social network believe that companies should interact with their clients”
- So, you have to jump from the cliff.Ochman says:“Millions of people are creating content in social networks. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.”
- In The States they are very serious about these changes.CNN just bought cnnbrk – CNN Breaking – for an unknown amount – they probably paid a lot of money to the previous owner.So, you don’t buy website addresses any more, you buy Twitter profiles.
- At the end of May this year New York Times named a social media editor who is responsible for helping the New York Times keep up with the rapid changes in social media.Charles Arthur – editor of Guardian Technology – only accepts PR updates on Twitter.
- It means that the media companies which are going to write about businesses and organizations are about to take social media to heart in order to be up-beat.How do you think the journalists begin to think about the businesses and organizations which signal that they are not up-to-date.
- And the showbiz industry is also using social media.The Ellen Show has over 3.500.000 followers on Twitter.They can prove to the advertisers that they interact with the audience in between shows and that is very interesting for the advertisers.
- When we talk to customers about social media they understand theese changes in the way people use the internet but they don’t know what to do about it or where to begin.
- A good starting point is to listen.The time where you say that you take your customers seriously is over – now you have do it be listening to them.This can be done in many ways.
- Flickr is the largest and most popular photo sharing community in the world.But it hasn’t always been a photo sharing service. Actually it started as a community for gamers.The gamers shared information about games and how to complete stages, defeat a certain enemy etc. The best way to this is to share a screen shot – which they told Flickr.Flickr listened to the needs of the customers and reprogrammed the community as a photo sharing community. See, that is listening.
- One morning June 2005 Dell woke up to a very bad customer reviews. People where blogging about how bad the Dell customer service was.In July the critic got more intense.
- And then it gathered speed. Here you have website for people who hate Dell.Of course, Dell couldn’t live with that – so in March 2006 they started to provide customer service through social networks.
- A year after – in 2007 – they launched the idea and customer communityIdeaStorm.Here you can write and post your ideas to Dell.By that people can contribute to Dell’s products and services And Dell not only gets good ideas for free they also position themselves as a transparent and customer driven company.
- Actually, itreduced the negative buzzabout Dell from 48% to….
- 20%.A guess the customer service department at Dell is very satisfied with this reduction.
- It could sound like I’m trying to sell you a community website. Well, I’m not.You can also start to listen in existing communities, like Facebook or Twitter.That was what Coca Cola did when a lot of fans of the subbrand Urge protested on Facebook when Coca Cola removed Urge and and a half litre bottles from the market in Norway.Many protest groups and fan pages where created – and after a while Coca Cola brought back the one and a half litre bottles of Urge.
- But should we be present in all these social media networks? That is a big tasks we can’t handle.No, actually there are a lot of free tools that can be used to monitor the buzz about your company, a certain product or service.Socialmention.com is one of them. You type in a search query here and it will return every blog post, every comment writen about you in social media networks.
- Okay, we want to listen so we tell customer service to listen or even worse the IT department. That’s not the way to go.You have to have a social media strategy for what you are doing.Remember, people want you to interact. You can only do that as an organisation if you are organized to handle response and feedback.Dell involved the whole organization in the social media strategy. All team leaders and middle managers got responsible for a certain category of IdeaStorm.
- But we don’t have the time!I can only say; If the prime minister in Great Britain has the time to answer peoples questions - so do we.Of course, Gordon Brown has member of his staff to listen for him but he has a strategy.And this is about your customers. If you don’t have time to your customers, you have time to nothing.
- When you’ve started to listen, you should also engage and interact.But don’t respond to everything. Don’t think that you have to answer everyone.If you hear some negative buzz about your product or service, stay calm – and make room for customers to interact first.
- The LA-basedkorean BBQ-chain KOGI woke up to a big surprise this summer when the rival company Bajafresh had added a new dish to their menu; a Baja Kogi Taco.Instead of attacking Bajafresh because they used KOGI in the name of the dish, the korean BBQ-chain asked customers about their opinion and to give them some advice about how they should handle the situation.
- Only a couple of hours later the rival company Bajafreshanounced on Twitter that they had changed the name from Kogi to Gogi.The reason: Kogi’s customers are potential Bajafresh customers.Kogi didn’t do much. Instead the customers stood up and spoke for them.It was a very effective and low-cost way to damage control.
- Activate people where people are.It’s all about engaging people in what they already do where they do it.
- ’Moving Brands’ where about to pitch for a new brand for the city of London.They thought that a new brand for London shouldn’t be developed behind closed doors so they opened up the proces.They created profiles in a lot of social media networks; Twitter, blogs etc. where people could share ideas and comment on the pitch.Besides getting insights and feedback from people living in London they created a hype around the project before it become reality.
- Another good example is Park City, an ski and mountain resort.When people are on vacation they take pictures and when they get home they tell stories from the vacation.Park City made it possible for people to share these stories about their experience from Park City in different social media networks. They created Twitter profiles etc.When we followed the content sharing on this website a guy asked a questions about the weather conditions…Made it possible for people to talk on behalf of Park City.
- Another way to get people to talk about you is by finding ambassadors.We all have fans, we all have people that are dedicated to what we do.We just have to find them – find the people who are engaged already.
- A small wine producers in South Africa wanted to penetrate the European market with their wine.Unfortunately their didn’t have a huge marketing budget so they were a bit challenged.But a clever guy at the company got an idea. He said, let’s find the five most engaged bloggers who blog about wine in Europe – and send them 12 bottles of wine for free. So, they did.What did the bloggers do when they received free bottles of wine? The blogged about the wine – and gave it a very good review.The sale exploded.
- As mentioned many still think about they website as an island.Well, instead you should think about bridges and connections to other websites and online services, especially social networks.It can be done in many ways but common for them all is that the open up.
- E-bay does it in a very simple way be giving people the opportunity of creating small mini-shops outside ebay.com.As a seller – of let’s say a car – I can create a mini-shop with my car as a product and embed it in my blog or my website – where I believe I have the best change to sell my car.Actually, 60% of all the things sold on ebay are sold through these mini-shops. 60% never interact with ebay.com.
- It could also be that you have a lot of good data about your company which could be converted into interesting applications.Obama just named a CIO – Chief Information Officer – and his is responsible for making all state data available to the public.The new CIO was formerly the CIO at the city of Washington DC.Here he made appsfordemocray.org where people could build applications on top of the data abut Washington which he made available for everybody.
- You can also create connections by blurring the boundaries between your website and popular social networks.Lufthansa has launched an online service called MySkyStatus. Here you can choose carrier etc. when you are about to jump on a plane.The service posts information about your journey in Twitter and Facebook and by that people can see when to expect you at the airport.It’s very simple but gives a lot of buzz outside their own website.
- And then you have to be creative.Easier said then done. I agree, but still.You have to look inwards and go through you product port folio and services.Evaluate if they connect to social media services.
- This is what the Art Director Tomas Seo did this summer.He decided to design 30 free logos – one each day for a month.He announced the project on Twitter and asked people to send him good ideas about which logos to design.It was brilliant. He was contacted by companies, web experts, contractors – a lot of people who were very interesting for him as a professional Art Director.
- Monty Python – they were a bit annoyed about people uploading their sketches on YouTube where they can be viewed for free.So, they created a YouTube channel themselves where they uploaded free sketches in HD qualityAnd added a small buy button next to the videos.Even though the material is 40 years old and already on YouTube it started a buzzAnd the sale increased by…
- 23.000%They penetrated the marked the same way as all the pirates penetrated the social networks.
- The last thing I want to show you is another YouTube channel called Will It Blend.The american-based blender company BlendTech were very frustrated a couple of years ago. They couldnøt sell their product even thought it was very very good. That blender could blendt anything, golf balls, baseball bats everything – that’s what they promised.But nok until they showed it on YouTube they started to sell blenders. The created a YouTube channel where they blend absolutely everything and people are doing the same thing at home.