Ben Stockman presented at SXSE London on the rise of social business. He discussed how social media usage has grown rapidly since its beginnings in 2004-2007, with over 1 billion Facebook users and 200 million users of other sites. Stockman also summarized how businesses can integrate social media into various departments from marketing to HR to supply chain management. He provided the example of antivirus company AVG which gained customer feedback on social media to improve products and support customer issues. Stockman advocated for businesses to appoint social media champions and encourage employees to communicate through social networks.

1. Ben Stockman
SXSE London
The Rise of the Social Business
March 2013

2. Social Media is only in its infancy:

3. Social Media is only in its infancy:
Global launch: 2006
Users: 1bn active (Oct ‘12)

4. Social Media is only in its infancy:
Global launch: 2006
Users: 1bn active (Oct ‘12)
Global launch: 2007
Users: 200m active (Dec ‘12)
Annual userbase growth of 1382%

5. Social Media is only in its infancy:
Global launch: 2006
Users: 1bn active (Oct ‘12)
Global launch: 2007
Users: 200m active (Dec ‘12)
Annual userbase growth of 1382%
Global launch: 2004
Users: 200m active (Feb ‘13)
2 new users every second

6. Social Media is only in its infancy:
Global launch: 2006
Users: 1bn active (Oct ‘12)
Global launch: 2007
Users: 200m active (Dec ‘12)
Annual userbase growth of 1382%
Global launch: 2004
Users: 200m active (Feb ‘13)
2 new users every second
Only a few years ago, nobody had heard of social
media, now 69% of adults use it.
-Pew Research, 2012

7. A tale of two supermarkets

8. A tale of two supermarkets
My 1st ever online order from @asda. 2hrs
after it hasn’t turned up, no-one’s called me
to explain why & their service centre’s in S.
Africa

9. A tale of two supermarkets
My 1st ever online order from @asda. 2hrs
after it hasn’t turned up, no-one’s called me
to explain why & their service centre’s in S.
Africa
@aatlae Sorry about your bad experience,
Ben. Hope you enjoy the rest of your
weekend.

10. A tale of two supermarkets
My 1st ever online order from @asda. 2hrs
after it hasn’t turned up, no-one’s called me
to explain why & their service centre’s in S.
Africa
@aatlae Sorry about your bad experience,
Ben. Hope you enjoy the rest of your
weekend.
The key to social media success isn’t in talking – it’s in
listening

11. Some statistics
• Facebook alone now accounts for 8% of all time spent online.
• Users of social media sites spend one & a half times more time
online than the average Internet user.
• 26.3% of all web display advertising takes place on social sites, yet
only 10% of retailer’s display advertising is on social sites.
• Social sites’ average cost per thousand consumer impressions is
36p, while the average across the Internet is £1.69
• Each day, 20% of Google searches have never been searched before
• 53% of people on Twitter have recommended products

12. The Marketer’s Myth
“We’re delivering great on-brand messaging to
our customers across our key demographics”

13. The Marketer’s Myth
“We’re delivering great on-brand messaging to
our customers across our key demographics”
The Reality
You no longer drive company and brand
messaging – your customers do.

14. Changing Times
• 80% of smartphone owners, 81% of tablet
owners and 73% of laptop owners use their
devices in front of the TV

15. Changing Times
• 80% of smartphone owners, 81% of tablet
owners and 73% of laptop owners use their
devices in front of the TV
• 41% of people have used one of these devices
to browse for a product after seeing it in a
show or advert.

16. Changing Times
• 80% of smartphone owners, 81% of tablet
owners and 73% of laptop owners use their
devices in front of the TV
• 41% of people have used one of these devices
to browse for a product after seeing it in a
show or advert.
• Top activities included social networking
(60%), internet browsing (44%), emailing
(42%) and playing games (25%).

17. Great Social Media

19. Great Social Media
Research commissioned by Three
found its target audience loves sharing
videos and photos via their mobiles
with friends - particularly animals in
funny situations.

21. What’s the difference between
social media & Social Business?

22. What’s the difference between
social media & Social Business?
Social Business:
“The deep integration of social media and
social methodologies into the organization to
drive business impact.”

24. The Social Business
• Marketing & communications: support product development with real-time
feedback and crowdsourcing ideas from customers & employees
• Customer experience: social support provided by customers on forums and social
channels as well as by employees
• Sales: Connects through the consideration process – and between transactions
• Finance: Internal social networks provide context for discussions around things as
diverse as expenses and budgeting
• HR: Used for Recruitment, and also performance management leverages enterprise
social networks to track achievements and reward teamwork
• IT: Create social as a platform – integrate everything into a single customer database
powered by social signals and power the employee CRM system
• Supply chain: Use social intelligence to power predictive analysis around supply
chains

25. Case Study: AVG Antivirus
Goals:
• 1 million Facebook
fans
• Connect customers
& brand advocates,
to product team and
sales & marketing
functions

26. Case Study: AVG Antivirus
• Regular contributors to discussions
on Facebook made “VIPs” and
included in secret group

27. Case Study: AVG Antivirus
• Regular contributors to discussions
on Facebook made “VIPs” and
included in secret group
• All feedback monitored by
frequency, collated weekly and sent
directly to product team

28. Case Study: AVG Antivirus
• Regular contributors to discussions
on Facebook made “VIPs” and
included in secret group
• All feedback monitored by
frequency, collated weekly and sent
directly to product team
• Customer complaints and issues
dealt with directly by community
managers covering the page 24/7

29. Case Study: AVG Antivirus
• Regular contributors to discussions
on Facebook made “VIPs” and
included in secret group
• All feedback monitored by
frequency, collated weekly and sent
directly to product team
• Customer complaints and issues
dealt with directly by community
managers covering the page 24/7
• More complicated issues escalated
to customer support engineers
through embedded Facebook tab

30. Case Study: AVG Antivirus
• Regular contributors to discussions
on Facebook made “VIPs” and
included in secret group
• All feedback monitored by
frequency, collated weekly and sent
directly to product team
• Customer complaints and issues
dealt with directly by community
managers covering the page 24/7
• More complicated issues escalated
to customer support engineers
through embedded Facebook tab
• Campaigns run using content
created by social media team to
increase opportunities for feedback

31. Case Study: AVG Antivirus
AVG wins “Most Social Business of 2012”
“The judges felt that AVG was most deserving of
this award for a number of reasons – the main
one being their holistic, comprehensive
approach to social. The company’s integration of
social into many business functions is extensive,
at the vanguard of what is happening in their own
industry, and we would argue, leading across all
industries. Not only this, their work to use social
to generate product feedback that is then fed
directly into product development lifecycle is
unique in its extensiveness and importance. AVG
truly is a company that had made social work for
them and positively impact the way they do
business.”
– Nick Johnson, Useful Social Media

32. Disruptive Business

33. Disruptive Business
• Champions of social in each department

34. Disruptive Business
• Champions of social in each department
• Use of web & social to connect workforce

35. Disruptive Business
• Champions of social in each department
• Use of web & social to connect workforce
• Encourage staff to communicate about
process regularly

36. Disruptive Business
• Champions of social in each department
• Use of web & social to connect workforce
• Encourage staff to communicate about
process regularly
• Don’t fear it – try everything, and if it doesn’t
work, look at the things that do

37. "Every communication advance in history has
brought about a leap forward in civilisation:
The alphabet begat democracy, the printing
press begat the renaissance, and we're living
through the biggest communication advance
in human history and have no idea what might
come out of it"
~Jonathan Sacks

40. • Mobile is widely-tipped to overtake fixed internet use by 2014

41. • Mobile is widely-tipped to overtake fixed internet use by 2014
• Integrated “second screen” campaigns will become an
expectation as more companies catch on

42. • Mobile is widely-tipped to overtake fixed internet use by 2014
• Integrated “second screen” campaigns will become an
expectation as more companies catch on
•As we find new ways to interact with the web, brands will either
embrace new technology across their organisation or fall behind

43. • Mobile is widely-tipped to overtake fixed internet use by 2014
• Integrated “second screen” campaigns will become an
expectation as more companies catch on
•As we find new ways to interact with the web, brands will either
embrace new technology across their organisation or fall behind
The ROI on social media is that your business will still exist in 5
years!

44. Thanks for listening!
(Sorry I made you all stand up)
www.sxselondon.co.uk
Ben@Sxselondon.co.uk
@SXSELondon
@Aatlae