2. Making Sense of Social Media
Wavelength R2 – 19 September 2012
George Anders

3. Our Arrival Quiz: What Did We Learn?
10 1

4. Reshaping How We Stay Connected
What’s Familiar What’s New

5. We Won’t Bring Social Media to Work Unless
• It Saves Time For Us
• It Sharpens Our Job Performance
• It Passes the “John Lewis Test” –
Winners Use It; Losers Don’t

6. How Each Platform Rates
 Digital Business Card and Address Book
X Your Nieces on Holiday
 Useful If You Have the Time
Let’s Take a Closer Look

7. Is Twitter at the John Lewis Tipping Point?
• Test Case: 2-Player Market
• Relaunches Every 4 Years
• 50.1% Market Share Is Crucial
• Total Addressable Market: 300m People
• Competitive Edges Are Fluid and Transient
• Can Social Media Shape the Outcome?

8. Romney Does Well in Traditional Homes

9. But Obama Overwhelms in Social Media
Twitter followers (in millions) Facebook fans (in millions)

10. It’s As If Romney Had Digital Laryngitis

11. Making Obama Nearly Impossible To Catch

12. Even If We Aren’t In Politics …
• We Still Want to Win New Customers
• Gather Market Intelligence
• Raise the Esteem of Our Brand
• Spread Our Most Important Opinions
• Improve Our Recruiting Profile

13. The Key Insight About Social Media
“Y o u n e e d t o s t a r t
t h e d i a l o g u e b y
c o n t r i b u t i n g
s o me t h i n g u s e f u l t o
t h e c o mmu n i t y . O n c e
y o u d o t h a t ,
e v e r y t h i n g e l s e wi l l
wo r k o u t q u i t e

14. Step 1: Share Great Ideas

15. Step 2: Pay Your Respects

16. Step 3: Create Prized Listening Posts
• News: @BBCWorld; @NYTimes; @AJEnglish; @LeMondeFR;
@BracknellNews
• Competitive Intelligence: @MobilePaymentsNews;
@WorldEconomicForum; @TodayInTheSky;
• Business Strategy and Thought Leaders: @TheEconomist;
@HarvardBiz; @LondonBSchool;
@DanielPink, @AdieSimpson

17. Step 4: Build Brand and Customer Rapport

18. Step 5: Share Your Company’s Sparkle

19. Step 6: Rally Support for Your Causes

20. Step 7: Torment Your Enemies

21. Summing Up:
Social Media and the BRIC Countries