This document discusses the rise of social media and its increasing importance for businesses over time. It notes key events and years in the development of social media platforms and their adoption by businesses. It also shows examples of businesses that have seen large financial benefits or losses associated with their social media engagement or lack thereof. The document advocates for focusing social business strategies on relevance and job creation. It outlines a proposed 2012 social media initiative aimed at small and medium businesses across Europe to help with growth, exports, and competition through leveraging social media.

1. Axel Schultze
Social Media Academy

2. Social Media – Where To Go?
From experiments to purpose driven business

3. • 2003 LinkedIn starting Beta
• 2004 Facebook goes live
• 2006 Twitter changes news distribution
• 2007 Demarkation between personal and
business gets very blurry
• 2008 Obama‘s US presidential campaign
US versus EU • 2009 Businesses promote their social
presence
• 2010 Year of social media for business
The fear of being not mentioned takes over
the fear of getting negative mentions
• 2011 Mid market gets to strategic cross
functional engagement
• 2012 Integration of distribution channels

4. Social Business vs. profitability
Social media engagement * No social media engagement *
• Wal-Mart $13B • General Motors -$30B
• IBM $12B • Citi -$27B
• Cisco $8B • Ford -$14B
• Verizon $6B • Delta Airlines -$8.9B
• Pepsi Co $5B • Macy’s -$4.8B
• Walt Disney $4.4B • Sprint -$2.7B
• UPS $3B • US Airways -$2.2B
• Wells Fargo $2B • OfficeMax -$1.6B
• Starbucks $.3B • Hertz -1.2B
• Southwest Airlines $178M • Wendy’s / Arby’s -$0.4B
• Zappos (n/a) • United Airlines (n/a)
* = Based on sentiment analysis (social media monitoring).
Millions of recommendations drives billions in revenue
Thousands of ignored rants drive billions of losses

5. Democratization of Influence
on a global scale

6. Contributor

7. DA12social Preparation
• Focus: Business Relevance!
• Strategy crowd sourcing
– A team of 30 strategists
– Additional 250 contributor
– Roughly 1,000 pages of research
• Identifying the 3 most
important industries/country,
perception on social media for
business and opportunities to
go after

8. DA12 Social Media Objective
• Objective: Job creation
Stimulate small and medium size
businesses / start-ups leveraging
social media to create a sustainable
growth, additional jobs and being
able to compete in a global market
plus integrating public sector in the
initiative.

9. DA 12 Social Strategy
• Initial Focus:
Growth by Export
• Helping the mid market to
expand across Europe
leveraging Social Media
• Helping startups to gain
attention across Europe
• Integrating the public sector in
the very engagement
Fascino Group Guangzhou China

10. Results by 2013
• 100 Social Media strategists,
2+ in every EU country
• 5.000+ businesses and
startups engaging
• Open competition for customer
experience leadership

11. Thank You
http://XeeMe.com/AxelS