Social media is not defined by any single platform. It is a new form of communication enabled by emerging technologies, but the concept of sharing information through networks is not new. Social media is about more than just marketing - it impacts an organization's entire strategy, operations, and culture by facilitating conversations between customers, employees, and other stakeholders. While social media allows sharing of content and stories, it requires resources to implement effectively and is not a free channel.

1. 5 Things about Social Media Evelyn So30th October 2009

2. Social Media is not Facebook, Twitter, …2#1What if Facebookdies tomorrow?Social Media will live on.

3. Social Media is not new3#2Think: Communication via the latest technology“New” because…tipping point in the biz landscape

4. 4Generations of Technology

5. 5Psst, we’re the best!Which one?What are they saying?That one!We listen, we talk, we learn

6. #3Social Media is not marketing(as in, marketing communication)Ecosystem – not another push channelImpact on the core strategy and operationOwned by the whole organization6

7. “Not marketing?What else is it good for?”7

8. Marketing and PRResearch (customer, competitor, etc.)Product improvementNew product development / co-creationService SupportSalesHR….and more8What’s Social Media good for?

9. “Why has it got to do with biz strategy, operation or culture?”9

10. Customers are co-shaping your reputation everyday Leaders will identify issues before they happen You realize that your customer does not care where you want them to go You know that <1% of a customer’s time is spent purchasing a product – 99% is spent browsing and socializingE-commerce will become E-communityYou focus on how people consume content and understand how it is changing Media world has changed – 74 /100 top outlets are blogs/online sitesThere is not a destination for customersSyndication of content matters more than traffic 10-20% customers call each year due to problems – 80-90% will not call the company despite problemsCustomers want to do 3 things to help each other – share ideas, share product knowledge, solve problemsWe don’t have to measure trust internally, we live itWe judge people on how they interact with us – customers do the same thingPreparing for yesterday is ineffective – old models/habits hold back innovation Understand ethical behaviour is a key part of maintaining trust10Bob Pearson (Dell)10

11. Examples:Companies Who Are Doing It Right11

12. 12Social Ecommerce@etsy 1,030,481 Followers

13. 2 Communities

14. Buyers

15. Sellers

16. Superb user experience via

17. Focused targets (products, users)

18. Design

19. Technology

20. Community cultivation12

21. Technology, Your Way13@kogibbq, 47,351 Followers

22. Tweet mobile van’swhereabout