Identifying and engaging with social communities to generate ideas for growth
1. Ellen Rotenberg
Director, Product Strategy
Thomson Reuters
5th Annual Process Innovation Conference
September 17th 2014
Identifying and Engaging with
Social Communities to Generate
Ideas for Growth
2. ABOUT THOMSON REUTERS
• Thomson Reuters is the world’s leading source of intelligent
information for businesses and professionals
• We combine industry expertise and innovative technology
to deliver critical information to leading decision makers
• We are the world’s most trusted news organization
• We serve professionals in the financial and risk, legal, tax
and accounting, intellectual property and science and
media markets
3. I am part of the 99%*!
*that is, the 99% that lurks on social media
4.
5. INTERNET SPAWNS ‘SOCIAL TOOLS’
In the last 10-15 years, collaborative
tools and social networks leveraging
the internet have profoundly
changed the way people
communicate, interact and
collaborate.
Image Source: Forbes
7. WHO USES SOCIAL?
7
• The global internet population now represents 2.4 Billion
people.
• Social networking tools are used by every age group to
varying degrees.
• Facebook is the dominant social networking platform
(worldwide), used by 57% of American adults and 73% of
those ages 12-17.
• 63% of Millennials stay updated on brands through social
networks; 51% say social opinions influence purchasing
decisions
10. WHY SHOULD YOUR BUSINESS BE PAYING
ATTENTION TO SOCIAL MEDIA?
• Social media (really, the internet in general) has empowered users to
speak their mind, provide feedback, and connect with others of like
interest.
• It is not going away anytime soon.
• It is a great tool to add to your customer engagement and innovation
strategy toolkit.
10
17. FUNDRAISING: ALS ICE BUCKET
CHALLENGE
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The Challenge encourages participants to
be filmed having a bucket of ice water
poured on their heads and then
nominating others to do the same.
Nominated participants are asked to
accept the challenge in 24 hours or make
a donation (or both).
22. SUMMING IT UP…
• Participation is social communities can be a powerful addition to your
companies outreach and innovation efforts.
• Make sure you have done your homework, including.
• Experiment; you may be surprised!
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23. THANK YOU FOR YOUR TIME.
Ellen Rotenberg
Director, Product Strategy
Thomson Reuters
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Why?
How?
What?
Historical – Adobe
Mention – social and web mention
HootSuite
http://www.forbes.com/sites/jeffbercovici/2014/09/12/how-much-did-facebook-make-from-the-als-ice-bucket-challenge/
http://techcrunch.com/2014/09/03/the-ice-bucket-challenge-by-the-numbers/
Videos were viewed more than 10 billion times and reached more than 440 million people on Facebook.
Responsible for around 2.33 million YouTube video
Yielded more searches on Google than Gaza, Ferguson, and Iraq combined.