Inma Martinez – Serial Entrepreneur, Investor, Corporate Advisor discusses how social media is changing the way we do business.

1. SOCIAL NETWORKING AND THE ENTERPRISE ENVIRONMENT
ITS IMPACT ON OUR BUSINESS PROCEDURES
AND HOW WE ENGAGE WITH OUR CUSTOMERS:
“The Net Commonwealth”

2. LET’S HAVE CONVERSATIONS!

3. WE HAVE MOVED FROM “BIG BROTHER” IS SERVICING YOU
TO “I’M YOUR FRIEND”, LET’S INTERACT!

4. Sir William Joseph Carl Tom Truscott Sabeer Bhatia Jack Dorsey
Petty FRS Robnett
(1623-1687) Licklider
(1915-1990)

5. A BRAND ENTERING THE SOCIAL MEDIA WITHOUT
KNOWING WHO’S THERE AND HOW MEMBERS ARE
CURRENTLY USING THE CHANNEL RISKS THE
OPPORTUNITY OF A LIFETIME TO:
* reach out to its customers with honesty;
* incentivise trust with the brand;
* improve services with their feedback;
“ARE YOU ONE OF US?”

6. COMMUNICATION CHANNELS - 1980S TO PRESENT

7. CAN CUSTOMERS RUN A PART OF OUR BUSINESS?
CAN OUR CUSTOMERS HELP US CREATE BETTER PRODUCTS?
DO WE HAVE A PHYSICAL PRESENCE? THEN THIS IS GOOD
DO WE HAVE SOMETHING TO SAY, REALLY? REGULARLY?
DANGEROUS PLACE TO BE IF PURPOSE IS NOT CLEAR
ONLY GOOD FOR CAMPAIGNS, PROFILE LEADERSHIP
HIGHER CHANCES TO BE FOUND THAN WITH CORPORATE SITE
INDIVIDUALS IN CHARGE - FOR GOOD OR BAD
DIGITAL CORPORATE BROCHURE - FLAT, 2D, BORING
CUSTOMER SERVICE, MARKETING CAMPAIGNS - JUNK, DELETE
CUSTOMER SERVICE, FACELESS HIGH STREET - BRACE YOURSELVES

11. 1.
1. CREATE A USER-FRIENDLY TWITTER ID (@YOURNAME)
2. SEARCH FOR PEOPLE TO FOLLOW
2. SEARCH METADATA TOOLS
3. LEARN THE LINGO. YOU’LL WANT TO JOIN THE CROWD. 3.
TRUST ME. 4. DATA INTELLIGENCE GATHERING TOOLS
4. KNOW WHO “@” REPLIES TO YOU
5. ADD YOUR TWITTER ID TO YOUR MARKETING
5.
MATERIALS 6.
6. REACH OUT AND SAY SOMETHING 7. DATA MINING TOOLS
7. READ THE BIO OF THOSE WHO FOLLOW YOU
8. PROMOTE OTHERS AND SHARE YOUR BEST
8.
INFORMATION 9.
9. LEARN THE ETIQUETTE 10. CUSTOMER PROFILING TOOLS
10. FIND OUT WHO SOME OF YOUR BIGGEST FANS ARE.
I.T. SHOULD BE A KEY FORCE WITHIN COMPANIES’
SOCIAL MEDIA EFFORTS

12. CAN OUR CUSTOMERS’ FEEDBACK HELP US CREATE BETTER PRODUCTS?
OR ARE WE LOOKING AT SOCIAL MEDIA AS A FORM OF SELF-INDULGENCE?
(O UR BRAND IS FO LLO WED BY THO USAND S, O H HO W SWELL)
WRITE ON MY WALL, RT MY TWEET

13. FAKING IT - THE DUMMIES GUIDE
TROUBLE SHOOTING FORUMS RUN BY YOUR FANS, IDEA-GENERATION FORUMS
IF LBS IS YOUR THING, THINK COUPONS
HAVE IT RUNNING SO THAT CUSTOMERS CAN REACH YOU INDIVIDUALLY
USE IT FOR PRODUCT LAUNCHES AND AD CAMPAIGNS - NEVER FOR THE CORPORATION ID
GET YOUR EXECS SPEECHES AT CONFERENCES, YOUR TV ADS, ALL IN ONE NEAT PLACE
MAKE SURE YOUR COMPANY WROTE IT AND SHOW HISTORY, FUN FACTS, LEGACY, LEADERSHIP
EMBRACE YOUR BLOGGING FANS: YOU DON’T NEED TO BLOG YOURSELF, LET THEM DO THAT
SHOW CORPORATE CULTURE, OFFER TRANSPARENCY, MAKE SOME PARTS INTERACTIVE
HAVE A HUMAN VOICE, BE HUMBLE AND FRIENDLY - WRITE LIKE YOUR MUM WOULD
HIRE PEOPLE WHO SPEAK THEIR LANGUAGE AND SHARE THEIR CULTURE

14. IF YO U APPRO ACH SO CIAL MED IA FO R
CO NVERSATIO NS, BE PREPARED TO TALK.
IF ALL YO U WANT TO SEE FO R YO URSELF IS
WHAT CUSTO MERS SAY ABO UT YO U, INVEST
IN:
“SENTIMENT GATHERING SYSTEMS”

16. IN 201 2 THE SO CIAL MED IA CHANNELS ARE
EXPERIENCING THE EMERGENCE O F
ALL THINGS LOCAL,
INDIVIDUAL,
YET CONNECTED TO THE CO LLECTIVE FO R THE
GREATER GO O D
“NAMES, NOT NUMBERS”

17. “ME” “HYPER-LOCAL” “US”
WITH WO RLD CHAO S ME-FIRST, BUT ALSO
THE PO WER O F THE
GRO WING RAMPANT - AWARE O F THE PO WER
IND IVID UAL IS NO W
FRO M NATURE O F THE “CO LLECTIVE”.
MO VING MO UNTAINS.
D ISASTERS TO PO LITICAL THE RISE O F
CUSTO MERS SUD D ENLY
TURMO IL - PEO PLE CO MMUNITIES WITHIN
FEEL EMPO WERED BY
REALISE THAT THE O NLY CITIES WILL FO RCE
CHO ICE, BY ABUND ANCE
THING THAT MATTERS IS CO MPANIES TO TAKE A
O F INFO RMATIO N AND
WHAT IT’S CLO SE TO LO T O F “GRASS-RO O TS”
BY ECO NO MIC
THEM: THEIR FAMILIES, APPRO ACHES TO CLIENT-
PRESSURES TO D EMAND
THEIR VILLAGES. SERVICING
MO RE AND BETTER

18. D IGITAL VALUES IN SO CIAL MED IA
“ONESS, TOGETHERNESS”

19. YOU ARE WHAT YOU POST PEOPLE FOLLOW FOR EVERY PRODUCT IN THE WORLD,
AND WHAT YOU SHARE PEOPLE, NOT BRANDS THERE IS A HARDCORE FAN

20. ENTERPRISE SO CIAL MED IA IS NO T SO MUCH ABO UT O UTPUT, BUT
RATHER ABO UT:
• HO W THE INPUT FRO M CUSTO MERS IS HAND LED ;
• THEIR PRO FILES MO NITO RED ;
• CHANNELS O F CO MMUNICATIO N BECO ME VALUE
RO UTES TO WARD S YO UR PRO D UCTS AND SERVICES;
“I.T. DEPARTMENTS SHOULD DEVELOP AND
MANAGE SOCIAL MEDIA TOOLS/PLATFORMS
THAT ATTRACT NEW CUSTOMERS AND RETAIN
LOYAL CLIENTS”

21. The web in
e b n
1980-1990
1 . Respect the spirit of the ‘Net’
t e t f e
2. Listen
.
3. Add Val
. d ue
4. Respond
.
5. D o good things
. d “THE SPIRIT OF USENET
6. Share the weal
. e e th
7. Give kudos
. e AND ARPANET IS NOT
8. D on’t spam
.
9.Be real
e
t
DEAD IN 2012”
1 0. Colaborate
. l

22. THANK YO U!
linkedin.com/in/inmamartinez
@inma_martinez
inma.martinez@opuscf.com