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From Social Media to Social BusinessMay 27, 2011Ben Foster VP Digital Strategist Ketchum
These are the wrong numbers! 2 Billion 650 Million 200 Million
Social Media is not all about marketing!
“Let’s use social media to market Moms!!!”  Photo Credit SuperFantastic via Flickr
Fashion?
Product Placement?
Supposedly?
These Things?
We feel your pain?
The Social Media Backlash
The Social Media Backlash
2 users 1 connection 3 users 3 connections 5 users 10 connections
Connections mean conversations Connections Users
Conversations are social media. And, conversations are what’s changing business
What people do online  Social Networking  Online Games  E-Mail		          Source: Nielsen
Searches for  People don’t want ads “Watch Ads” “Ad Blocker”
“Recommendations or opinions posted by consumers online are the most trusted forms of advertising” - Nielsen Advertisements                         14%
How people used to act Source: McKinsey – The Consumer Decision Journey
Initial Set of  Brands Source: McKinsey – The Consumer Decision Journey
Initial Set of  Brands Active Evaluation Moment of Purchase Source: McKinsey – The Consumer Decision Journey
Social Recommendations Search Engines Product Reviews Initial Set of  Brands Active Evaluation Moment of Purchase Source: McKinsey – The Consumer Decision Journey
Social Recommendations Search Engines Product Reviews Initial Set of  Brands Active Evaluation Post- Purchase experience Moment of Purchase Social Sharing Online Communities Digital Content Source: McKinsey – The Consumer Decision Journey
Social Recommendations Search Engines Product Reviews Initial Set of  Brands Active Evaluation Loyalty Loop Post- Purchase experience Moment of Purchase Social Sharing Online Communities Digital Content Source: McKinsey – The Consumer Decision Journey
People will always buy lowest cost, unless…
People will always buy lowest cost, unless… 1 – Convenience
People will always buy lowest cost, unless… 1 – Convenience 2 – Context!
The Power of Conversations
The Power of Conversations
The Power of Conversations Rejected claim based on sales ticket
Sales Ticket
Sales Ticket
Best Buy Social Business
Best Buy Social Business
Result Not Best Buy’s fault!
Result Not Best Buy’s fault! Resolved quickly through listening
Result Not Best Buy’s fault! Resolved quickly through listening I have context with Best Buy
Who owns Social Media? CEO Human Resources Marketing Public Relations Customer Service Information Technology
Who owns Social Media? CEO Human Resources Marketing Public Relations Customer Service Information Technology Any group that can create  CONVERSATIONS
Who are the best advocates for your company?
Social Media OrganizationJeremiah Owyang of Altimeter Group Hub and Spoke Multiple Hub and Spoke Organic Centralized Holistic 10.8% 28.8% 41% 18% 1.4% Source: Jeremiah Owyang, Altimeter Group.   Read Full post at:  http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
Social Businesses ,[object Object]
Deploy social technologies across the business
Provide clear governance and formal training
Allow authentic communication,[object Object]
“What was the biggest technical hurdle?” “What systems does Watson use?” “What is IBM’s next great challenge?”
“What was the biggest technical hurdle?” “What systems does Watson use?” “What is IBM’s next great challenge?”
Social Business Challenges Governance Authenticity Business Impact Scale
PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Business Impact Scale
PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Experts in communication Business Impact Scale
PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Experts in communication Business Impact Understand the market for stories Scale
PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Experts in communication Business Impact Understand the market for stories Scale Successful integrators
Social is changing search technolgoy
Social is changing search technolgoy Personalized results from someone I trust
The History of the Press Release
Press Releases on the Internet
Future of the Press Release? Human Resources Marketing Public Relations Customer Service Information Technology
Future of the Press Release? Facts Human Resources Facts Marketing Facts Multimedia Public Relations Facts Quotes Customer Service Facts Links Information Technology
Future of the Press Release? Facts Human Resources Facts Marketing Facts Multimedia Public Relations Facts Quotes Customer Service Facts Links Information Technology
Future of the Press Release? Facts Human Resources Facts Marketing Facts Multimedia Personal Release Public Relations Facts Quotes Customer Service Facts Links Information Technology
Collecting Organizing Presenting
Social Media Dashboard Is this listening?
Important conversations aren’t about your company Your company Customer needs
Beyond the brand
Listening leads to engagement 2.5x Average Visitor Pages/Visit Visitor Engaged Through Listening 3x Average Visitor Time On Site Visitor Engaged Through Listening
Listening at Gatorade
The internet Likes cats
The Barcelona Principles No single metric Clearly defined goals Supplemented by web analytics and Social CRM Quality and quantity “Conversation” not just “Coverage” Experimentation is key to success
Initial Set of  Brands Active Evaluation Loyalty Loop Post- Purchase experience Moment of Purchase Source: McKinsey – The Consumer Decision Journey
Measuring what drives sales Social Recommendations Search Engines Product Reviews Initial Set of  Brands Active Evaluation Loyalty Loop Post- Purchase experience Moment of Purchase Social Sharing Online Communities Digital Content Source: McKinsey – The Consumer Decision Journey
Where we can measure ROI Online Conversion
Where we can measure ROI Coupon Tracking
Social Media ROI Thousands of people trying to figure out Figure it out – You will be rich
Measuring ROI Return Side ,[object Object]
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From Social Media to Social business Ben Foster Ketchum Digital

Editor's Notes

  1. This is such a need that PR guru Sarah Evans recently tweeted there are 155 social media monitoring services
  2. These companies do a lot of great thingsScour the internet for all the sources talking about youOrganize them and rank them by influenceThen they provide a dashboard for management to see what’s going
  3. The listening dashboardThis looks familiar, right? How many of you are doing something similar?Dashboards are great because they show us what’s going onAnd, execs love dashboards….particularly around something they don’t understandDashboards boil it all down into numbers and charts that are easily digestibleHere’s what you get with dashboards% of positive sentiment# of mentions on twitter% of negative coverage on blogs
  4. 205 Million ViewsOutstanding creative proven before social media executionAmazing TalentLarge agency teams to executeGreat job; Pay for what you get
  5. Top experts from the Association for Measurement and the Evaluation of Communication (AMEC), the Public Relations Society of America (PRSA), and other major industry organizations have established a set of seven principles to guide communications measurement.Principle six states that “social media can and should be measured” and outlines the following agreements to inform future social media measurement efforts: