DIGICONF - Becoming a Social Business

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Presentation for DIGICONF Dubai on 22 May 2013. A brief overview of why it's important to become a social business today and how to get started.

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DIGICONF - Becoming a Social Business

  1. 1. Mark SooHooDirector of Digital, Middle EastMark.SooHoo@Edelman.com#DIGICONFBECOMING ASOCIAL BUSINESS@MarkSooHoo
  2. 2. “Im sorry that thiswas such a longletter, but I didnthave time to writeyou a short one.”- Blaise Pascal#DIGICONF @MarkSooHoo
  3. 3. WThere is a content surplus @MarkSooHoo
  4. 4. WThere is a content surplus @MarkSooHoo85% of consumers use a second screendevice while watching TV #DIGICONF
  5. 5. WThere is a content surplus @MarkSooHoo85% of consumers use a second screendevice while watching TV #DIGICONF“Arabic is the fastest growing languageon Twitter...We have 400m tweets daily,with 17m of them in the Arabiclanguage.” @Kavelicious
  6. 6. There is an attention deficit @MarkSooHoo
  7. 7. There is an attention deficit90% of Facebook engagement happenswithin the first three hours of a post.92% of retweets within 1st hour.#DIGICONF@MarkSooHoo
  8. 8. PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumer lives are unpredictable @MarkSooHoo
  9. 9. PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumer lives are unpredictableThe social customer participates avariety of different ways; brands need tobe omnipresent and engage with them@britopian #DIGICONF@MarkSooHoo
  10. 10. Everyone is influential @MarkSooHoo
  11. 11. Everyone is influentialConsumers are 71% more likely to makea purchase based on social mediareferrals @Hubspot #DIGICONF@MarkSooHoo
  12. 12. Business objectives remain constant @MarkSooHoo
  13. 13. Business objectives remain constantThe story of “Big Data” today isn’tabout data. It’s about people.@MonteLutz #DIGICONF@MarkSooHoo
  14. 14. “Organizations can’t haveeffective externalconversations unless theycan have effective internalconversations first”@Britopian #DIGICONF
  15. 15. “Organizations can’t haveeffective externalconversations unless theycan have effective internalconversations first”@Britopian #DIGICONF
  16. 16. Where does “social” start and end? @MarkSooHoo
  17. 17. Where does “social” start and end? @MarkSooHoo
  18. 18. Where does “social” start and end?Social monitoringCustomer serviceTechnicalCommunicationsCommunity managementGovernment relations@MarkSooHoo
  19. 19. Less of This#DIGICONF @MarkSooHoo
  20. 20. More of This#DIGICONF @MarkSooHoo
  21. 21. Listen Up#DIGICONF @MarkSooHoo
  22. 22. Puppies...the answer is always puppies @MarkSooHoo
  23. 23. “People don’t do business with companies.People do business with people.”@SmarterPlanet #DIGICONF
  24. 24. Be Human@MarkSooHoo#DIGICONF
  25. 25. Becoming a MediaCompany#DIGICONF @MarkSooHoo
  26. 26. Becoming a MediaCompany#DIGICONFYou don’t need to design ads that looklike editorial content. Great content isyour ad. @RichardWEdelman #DIGICONF@MarkSooHoo
  27. 27. Content: They are content machines with an“always on” mentality.Relevant: They are relevant to someone at everymoment in time.Recent: They are recent and in many cases, real-time.Omnipresent: Media companies own search andeverything else.Agile: Media companies move quickly when itcomes to content creation/distribution.12345@MarkSooHoo#DIGICONF
  28. 28. A social business strategy helps evolve the thinking and preparedness ofan organization bridging internal and external social initiatives resultingin collaborative connections, processes and shared value for allstakeholders (customers, partners, employees).“ ”Social Business Strategy Is RequiredTo Facilitate This Transformation@MarkSooHoo#DIGICONF
  29. 29. 43The Stakeholder Ecosystem ValueCreation ModelOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIAL  BRAND12@MarkSooHoo#DIGICONFFrom @Britopian
  30. 30. Create Brand Superheroes(Internal, then external)#DIGICONF @MarkSooHoo
  31. 31. PeopleProcessPlatforms#DIGICONF @MarkSooHoo
  32. 32. Understanding The Social Brand VersusSocial BusinessCommunity ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacyCrisisSOCIAL BRAND(External)SOCIALBUSINESS(Internal)RESULTSTrainingProcessCollaborationOrganization ModelsResearch & DevelopmentPolicies & GuidelinesKnowledge SharingCultureProgramsInfrastructure@armano created this#DIGICONF @MarkSooHoo
  33. 33. Mark SooHooDirector of Digital, Middle EastMark.SooHoo@Edelman.com#DIGICONFBECOMING ASOCIAL BUSINESS@MarkSooHoo

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