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Social Media as Social Capital

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With social media, social capital became easily measurable. Social CRM programs can utilize personal influence, a most powerful type of communication with more influence on public opinion than mass media, to build relationships with social media users 
to turn them into brand advocates

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Social Media as Social Capital

  1. 1. David Rozman | BledCom 4.7.2014 Social Media as Social Capital
  2. 2. David Rozman
 Head of Digital Department at Si.mobil linkedin.com/in/davidrozman
  3. 3. Si.mobil, Slovenian mobile operator 680.000 customers secondlargest market share best brandcharacter a funplace to work
  4. 4. 100.000 followers on social media 600 questions monthly from Facebook & Twitter 30 minutes is our average response time 10 agents qualified for social media support
  5. 5. We learned some things the hard way
  6. 6. Social media can be challenging
 It‘s an earned media where customer's have took ownership of the conversation & expect fast response time to their questions
  7. 7. What is the value 
 of social media for business?
  8. 8. Crowdsourcing empowering social media users 
 for work of regular employees ideas support promotion 1
  9. 9. GifGaf The mobile network run by you 100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members. This approach has led giffgaff to earn 70% Net Promoter score and 91% customer satisfaction r. Source: Giffgaff case studyusing community to build an entirely new kind of company
  10. 10. Social CRM build relationships with social media users
 to turn them into brand advocates 2
  11. 11. Use social media to utilize personal influence
 a most powerful type of communication with more influence on public opinion than mass media
  12. 12. Two-step flow of communication theory
 most people form their opinions under the influence of opinion leaders 
 who in turn are influenced by the media Source: Lazarsfeld, Paul, Bernard Berelson in Hazel Gaudet. 1944. The people's choice: how the voter makes up his mind in a presidential campaign. New York: Columbia University Press.
  13. 13. How? build relationships with social media users
 to turn them into brand advocates target are
 active users on your SM if target are opinion leaders across SM know their 
 social capital monitor their engagement SocialCRM
  14. 14. and then build a managed relationship with them
 give them recognition and make them aware of their contribution
  15. 15. How? build relationships with social media users
 to turn them into brand advocates target are
 active users on your SM if target are opinion leaders across SM know their 
 social capital monitor their engagement SocialCRM
  16. 16. Who we are in social structure 
 is determined by 4 types of capital we have and can obtain Source: Bourdieu, Pierre (1986), ‘The Forms of Capital’, in Richardson, John G., ed., Handbook of Theory and Research for the Sociology of Education, New York: Greenwood. economic cultural symbolic social
  17. 17. With Social Media, Social Capital became instantly measurable NEW
  18. 18. Scores of Social Capital are catalysts for personal influence
  19. 19. I get free upgrades because of my 
 influence on social media
  20. 20. Economic Capital build relationships with social media users
 to turn them into brand advocates Social Capital
  21. 21. Thank you

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