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

1. David Rozman | BledCom 4.7.2014
Social Media as Social Capital

2. David Rozman
Head of Digital Department at Si.mobil
linkedin.com/in/davidrozman

3. Si.mobil, Slovenian mobile operator
680.000 customers
secondlargest market share
best brandcharacter
a funplace to work

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. We learned some things the hard way

7. 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

8. What is the value
of social media for business?

9. Crowdsourcing
empowering social media users
for work of regular employees
ideas
support promotion
1

10. 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

11. Social CRM
build relationships with social media users
to turn them into brand advocates
2

12. Use social media to utilize personal influence
a most powerful type of communication with more influence on public
opinion than mass media

13. 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.

14. 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. and then build a managed relationship with them
give them recognition and make them aware of their contribution

17. 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

18. 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

19. With Social Media, Social Capital
became instantly measurable
NEW

20. Scores of Social Capital
are catalysts for personal influence

22. I get free upgrades
because of my
influence on
social media

23. Economic Capital
build relationships with social media users
to turn them into brand advocates
Social Capital

24. Thank you