5 Things About Social Media


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5 Things About Social Media

  1. 1. 5 Things about Social Media Evelyn So30th October 2009<br />
  2. 2. Social Media is not Facebook, Twitter, …<br />2<br />#1<br />What if Facebookdies tomorrow?<br />Social Media will live on.<br />
  3. 3. Social Media is not new<br />3<br />#2<br />Think: Communication via the latest technology<br />“New” because…tipping point in the biz landscape<br />
  4. 4. 4<br />Generations of Technology<br />
  5. 5. 5<br />Psst, we’re the best!<br />Which one?<br />What are they saying?<br />That one!<br />We listen, we talk, we learn<br />
  6. 6. #3<br />Social Media is not marketing(as in, marketing communication)<br />Ecosystem – not another push channel<br />Impact on the core strategy and operation<br />Owned by the whole organization<br />6<br />
  7. 7. “Not marketing?What else is it good for?”<br />7<br />
  8. 8. Marketing and PR<br />Research (customer, competitor, etc.)<br />Product improvement<br />New product development / co-creation<br />Service Support<br />Sales<br />HR<br />….and more<br />8<br />What’s Social Media good for?<br />
  9. 9. “Why has it got to do with biz strategy, operation or culture?”<br />9<br />
  10. 10. Customers are co-shaping your reputation everyday <br />Leaders will identify issues before they happen <br />You realize that your customer does not care where you want them to go <br />You know that &lt;1% of a customer’s time is spent purchasing a product – 99% is spent browsing and socializing<br />E-commerce will become E-community<br />You focus on how people consume content and understand how it is changing <br />Media world has changed – 74 /100 top outlets are blogs/online sites<br />There is not a destination for customers<br />Syndication of content matters more than traffic <br />10-20% customers call each year due to problems – 80-90% will not call the company despite problems<br />Customers want to do 3 things to help each other – share ideas, share product knowledge, solve problems<br />We don’t have to measure trust internally, we live it<br />We judge people on  how they interact with us – customers do the same thing<br />Preparing for yesterday is ineffective – old models/habits hold back innovation<br /> Understand ethical behaviour is a key part of maintaining trust<br />10<br />Bob Pearson (Dell)<br />10<br />
  11. 11. Examples:Companies Who Are Doing It Right<br />11<br />
  12. 12. 12<br />Social Ecommerce<br /><ul><li>@etsy 1,030,481 Followers
  13. 13. 2 Communities
  14. 14. Buyers
  15. 15. Sellers
  16. 16. Superb user experience via
  17. 17. Focused targets (products, users)
  18. 18. Design
  19. 19. Technology
  20. 20. Community cultivation</li></ul>12<br />
  21. 21. Technology, Your Way<br />13<br /><ul><li>@kogibbq, 47,351 Followers
  22. 22. Tweet mobile van’swhereabout
  23. 23. Personal touch</li></li></ul><li>14<br /> Culture-driven Business<br /><ul><li>@lululemon18,100 Followers
  24. 24. “Dancing, singing, flossing, and tweeting from the lululemon head office in Vancouver, BC.”
  25. 25. Consistent brand persona – online and in store</li></li></ul><li>Social Media is nothingwithout content<br />15<br />#4<br />What are the stories? Where are the stories?<br />Influencers telling the storiesAmbassadors spreading the news<br />
  26. 26. 16<br />Have you considered….<br /><ul><li>Conducting interviews with influencers on Twitter? </li></ul>Retweets (and subsequent blogs) can spread like wild fire!<br /><ul><li>How people hear about a charity event or a special promotion through socializing with friends on Facebook? </li></ul>It is not about organizations approaching people, but spreading stories through networks and ambassadors.<br />
  27. 27. Social Media is not free<br />17<br />#5<br />To do it right, you need 5 steps..that requires people and time (=$)<br />
  28. 28. 18<br />
  29. 29. Summary<br />19<br />
  30. 30. 20<br />Psst, we’re the best!<br />Which one?<br />What are they saying?<br />That one!<br />We listen, we talk, we learn<br />
  31. 31. #1. Social Media is not Facebook,Twitter, etc.<br />#2. Social Media is not new.<br />#3. Social Media is not marketing.<br />#4. Social Media is nothing without content.<br />#5. Social Media is not free.<br />21<br />
  32. 32. Connect with me!<br />www.noesium.com<br />evelyn.so@noesium.com<br />www.noesium.com/blog<br />@evelynso<br />www.linkedin.com/in/evelynso<br />noesium<br />22<br />