1. From Social Media to Social BusinessMay 27, 2011Ben Foster VP Digital Strategist Ketchum

2. These are the wrong numbers! 2 Billion 650 Million 200 Million

3. Social Media is not all about marketing!

4. “Let’s use social media to market Moms!!!” Photo Credit SuperFantastic via Flickr

5. Fashion?

6. Product Placement?

7. Supposedly?

8. These Things?

9. We feel your pain?

10. The Social Media Backlash

11. The Social Media Backlash

12. 2 users 1 connection 3 users 3 connections 5 users 10 connections

13. Connections mean conversations Connections Users

14. Conversations are social media. And, conversations are what’s changing business

15. What people do online Social Networking Online Games E-Mail Source: Nielsen

16. Searches for People don’t want ads “Watch Ads” “Ad Blocker”

17. “Recommendations or opinions posted by consumers online are the most trusted forms of advertising” - Nielsen Advertisements 14%

18. How people used to act Source: McKinsey – The Consumer Decision Journey

19. Initial Set of Brands Source: McKinsey – The Consumer Decision Journey

20. Initial Set of Brands Active Evaluation Moment of Purchase Source: McKinsey – The Consumer Decision Journey

21. Social Recommendations Search Engines Product Reviews Initial Set of Brands Active Evaluation Moment of Purchase Source: McKinsey – The Consumer Decision Journey

22. 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

23. 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

24. People will always buy lowest cost, unless…

25. People will always buy lowest cost, unless… 1 – Convenience

26. People will always buy lowest cost, unless… 1 – Convenience 2 – Context!

27. The Power of Conversations

28. The Power of Conversations

29. The Power of Conversations Rejected claim based on sales ticket

30. Sales Ticket

31. Sales Ticket

33. Best Buy Social Business

34. Best Buy Social Business

35. Result Not Best Buy’s fault!

36. Result Not Best Buy’s fault! Resolved quickly through listening

37. Result Not Best Buy’s fault! Resolved quickly through listening I have context with Best Buy

38. Who owns Social Media? CEO Human Resources Marketing Public Relations Customer Service Information Technology

39. Who owns Social Media? CEO Human Resources Marketing Public Relations Customer Service Information Technology Any group that can create CONVERSATIONS

40. Who are the best advocates for your company?

41. 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/

43. Deploy social technologies across the business

44. Provide clear governance and formal training

47. “What was the biggest technical hurdle?” “What systems does Watson use?” “What is IBM’s next great challenge?”

48. “What was the biggest technical hurdle?” “What systems does Watson use?” “What is IBM’s next great challenge?”

49. Social Business Challenges Governance Authenticity Business Impact Scale

50. PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Business Impact Scale

51. PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Experts in communication Business Impact Scale

52. PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Experts in communication Business Impact Understand the market for stories Scale

53. PR and Communications Strengths Challenges Governance Aligned to corporate reputation Authenticity Experts in communication Business Impact Understand the market for stories Scale Successful integrators

58. Social is changing search technolgoy

59. Social is changing search technolgoy Personalized results from someone I trust

60. The History of the Press Release

61. Press Releases on the Internet

62. Future of the Press Release? Human Resources Marketing Public Relations Customer Service Information Technology

63. Future of the Press Release? Facts Human Resources Facts Marketing Facts Multimedia Public Relations Facts Quotes Customer Service Facts Links Information Technology

64. Future of the Press Release? Facts Human Resources Facts Marketing Facts Multimedia Public Relations Facts Quotes Customer Service Facts Links Information Technology

65. Future of the Press Release? Facts Human Resources Facts Marketing Facts Multimedia Personal Release Public Relations Facts Quotes Customer Service Facts Links Information Technology

68. Collecting Organizing Presenting

69. Social Media Dashboard Is this listening?

70. Important conversations aren’t about your company Your company Customer needs

71. Beyond the brand

73. Listening leads to engagement 2.5x Average Visitor Pages/Visit Visitor Engaged Through Listening 3x Average Visitor Time On Site Visitor Engaged Through Listening

74. Listening at Gatorade

76. The internet Likes cats

85. 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

86. Initial Set of Brands Active Evaluation Loyalty Loop Post- Purchase experience Moment of Purchase Source: McKinsey – The Consumer Decision Journey

87. 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

88. Where we can measure ROI Online Conversion

89. Where we can measure ROI Coupon Tracking

90. Social Media ROI Thousands of people trying to figure out Figure it out – You will be rich

92. Offline recommendations

94. Coral’s time

96. Social Media ROI? Are conversations with customers valuable enough to produce return?

97. From Social Media to Social BusinessMay 27, 2011Ben Foster VP Digital Strategist Ketchum