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Social Media as a business channel – an introduction<br />Martin Duys<br />
What we’ll talk about today<br />What is Social Media?<br />Types of Social Media<br />Reasons why companies use social me...
What is Social Media?<br />“Social media is media designed to be disseminated through social interaction, created using hi...
What is social media<br />Platforms for creating, sharing and having conversations between individuals online<br />
Types of Social Media<br />Social Networks<br />Facebook, LinkedIn, MySpace<br />Blogging<br />Wikis<br />Wikipedia<br />P...
Characteristics of social media<br />Participation<br />Openness<br />Conversation<br />Community<br />Connectedness<br />...
Gift Economy<br />Not unique to Social Media<br />Trust<br />Sharing<br />Barter<br />Co-creation<br />
Commercial Economy<br />Driven by business imperatives<br />Profit motive<br />Control<br />Segment and understand segment...
The attention economy<br />Source: Norman Lear Centre<br />
Attention Economy<br />People have the same amount of time that have always had but<br />Many more channels through which ...
Reasons why companies use social media<br />
Business objectives valued by companies<br />Source: eConsultancy<br />
Business Objectives targett by social media campaigns<br />Source: eConsultancy<br />
social media channels businesses are using<br />
Tactics for using social media in business<br />You have to go to where the people are<br />You have to listen to them<br ...
Case Studies<br />Nestle and Greenpeace<br />iBurst<br />
Nestle<br />Greenpeace uses Social Media to pressurise Nestle into dropping palm oil suppliers<br />creates a fake KitKat ...
Campaign Page<br />
Nestle facebook page<br />
iBurst Social Media for CRM<br />iBurst uses social media to manage its damaged reputation<br />
iBurst Social Media for CRM<br />Company was growing extremely quickly<br />Perfect storm of problematic new billing syste...
iBurst<br />Brought in Sentient<br />Rules of engagement<br />Moved from significantly negative sentiment to slightly nega...
iBurst<br />
iBurst<br />
Thank you!<br />Martin Duys<br />martinduys@gmail.com<br />@martinduys<br />
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Social media as a business channel

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An introduction to social media for business

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Social media as a business channel

  1. 1. Social Media as a business channel – an introduction<br />Martin Duys<br />
  2. 2. What we’ll talk about today<br />What is Social Media?<br />Types of Social Media<br />Reasons why companies use social media<br />Case Studies<br />Your projects<br />
  3. 3. What is Social Media?<br />“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many)” <br />- source (Wikipedia) <br />
  4. 4. What is social media<br />Platforms for creating, sharing and having conversations between individuals online<br />
  5. 5. Types of Social Media<br />Social Networks<br />Facebook, LinkedIn, MySpace<br />Blogging<br />Wikis<br />Wikipedia<br />Podcasts<br />Forums <br />Content Communities<br />Flickr, YouTube<br />Microblogging<br />Twitter<br />Social Bookmarking<br />Delicious, stumbledupon, Digg<br />
  6. 6.
  7. 7. Characteristics of social media<br />Participation<br />Openness<br />Conversation<br />Community<br />Connectedness<br />Authenticity<br />Sharing<br />
  8. 8.
  9. 9. Gift Economy<br />Not unique to Social Media<br />Trust<br />Sharing<br />Barter<br />Co-creation<br />
  10. 10. Commercial Economy<br />Driven by business imperatives<br />Profit motive<br />Control<br />Segment and understand segments<br />
  11. 11. The attention economy<br />Source: Norman Lear Centre<br />
  12. 12. Attention Economy<br />People have the same amount of time that have always had but<br />Many more channels through which they can engage, so<br />Primarily about ENTERTAINMENT<br />
  13. 13. Reasons why companies use social media<br />
  14. 14. Business objectives valued by companies<br />Source: eConsultancy<br />
  15. 15. Business Objectives targett by social media campaigns<br />Source: eConsultancy<br />
  16. 16. social media channels businesses are using<br />
  17. 17.
  18. 18. Tactics for using social media in business<br />You have to go to where the people are<br />You have to listen to them<br />You have to interact with them<br />You have to entertain them<br />You have to ‘give’ them something<br />
  19. 19.
  20. 20. Case Studies<br />Nestle and Greenpeace<br />iBurst<br />
  21. 21. Nestle<br />Greenpeace uses Social Media to pressurise Nestle into dropping palm oil suppliers<br />creates a fake KitKat add and posts it to YouTube<br />encourages supporters to join Nestle facebook page anddemand change<br />Nestle responds<br />First badly and then with great aplomb<br />
  22. 22.
  23. 23. Campaign Page<br />
  24. 24. Nestle facebook page<br />
  25. 25. iBurst Social Media for CRM<br />iBurst uses social media to manage its damaged reputation<br />
  26. 26. iBurst Social Media for CRM<br />Company was growing extremely quickly<br />Perfect storm of problematic new billing system, and technical issues resulted in a swamped call centre<br />Customers took to consumer watchdog sites<br />
  27. 27. iBurst<br />Brought in Sentient<br />Rules of engagement<br />Moved from significantly negative sentiment to slightly negative in 3 months<br />
  28. 28. iBurst<br />
  29. 29. iBurst<br />
  30. 30. Thank you!<br />Martin Duys<br />martinduys@gmail.com<br />@martinduys<br />

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