The document discusses the current and future impacts of social software for the leasing and asset finance industry. It defines social software as technologies that facilitate relationships and information sharing through social graphs, APIs, privacy controls, and interoperability. The document outlines how social software has evolved from broadcast to conversation-based models and provides case studies of companies in other industries that have successfully used social media to generate recommendations, buzz, and lead generation. It concludes by suggesting signposts for how the leasing industry can get the basics of social media right and use it to identify influencers, understand their concerns, and develop authentic content to generate actions like sharing, discussing, and applying.

1. The current and future impacts of social software for leasing and asset finance Andrew Denton CHP Consulting Peter Thomas Manifesto Group @leasingsocial Breakout session Monday 24 October 2.30

2. Introduction About our session

3. Introduction Social media is not just broadcast, PR or listening

4. Introduction All business needs a social layer

5. Our aims What is social software? Social software principles How social software works The LeasingSocial landscape Case studies Wrap

6. What is social software?

7. What is social software?

8. What is social software?

9. What is social software?

10. What is social software?

11. What is social software? of college freshmen spend more than an hour a day on Facebook . 76 %

12. What is social software?

13. What is social software?

14. What is social software? of FTSE 100 companies actively use Twitter 63 %

15. What is social software? The Group Social media in the FTSE100 – June 2011

16. TBG Digital Global Facebook Advertising Report 2011

17. What is social software?

18. What is social software? of Fortune500 companies actively use Twitter up from 33% in 2009 60 %

19. What is social software?

20. What is social software?

21. What is social software? of B2B companies acquire customers using Facebook 41 %

22. What is social software? of all US adults use social networking sites 50 %

23. What is social software? Facebook pageviews in June 2011 1 Trillion

24. What is social software? worldwide social media users 1 Billion

25. Social software principles

26. Social software principles Relationships: the social graph

27. Social software principles

28. Social software principles

29. Social software principles

30. Social software principles Information: APIs

31. Social software principles

32. Social software principles Privacy: OAuth

33. Social software principles Interoperability: web intents

34. How social software works

35. How social software works Started as: broadcast, PR 0 .1

36. How social software works

37. How social software works Became: conversation 1 .0

38. How social software works

39. How social software works

40. How social software works Rules of the road 2.0 Authentic , relevant , meaningful , trustworthy & timely content amplification , not just fans What you want people to do What you want people to say

41. How social software works

42. How social software works

43. How social software works Influence A set of relationships You <-> Your Customer Your Customer <-> Other Businesses You <-> Not-yet-Customers Not-yet-Customers <-> Other Businesses

44. Leasing today 0 .1

45. Leasing today Q: 1 .0 ?

46. The potential

47. Applying the 2.0 model to leasing Rules of the road 2.0 Authentic , relevant , meaningful , trustworthy & timely content amplification , not just more fans What you want people to do What you want people to say

48. Asset Finance Asset Finance is the answer to a question

49. Leasing influencers Lessees Intermediaries Funders Employees Consultants Asset managers …

50. Leasing 2.0

51. Case Studies

52. Gradwell

53. Gradwell How it works Traditional SME b2b social media approach What they want Use LinkedIn & Twitter as authentic relationship builders What they get Better conversion and retention

54. Sungevity

55. Sungevity

56. Sungevity How it works Integrated social into the message ‘power for the people’ What they want Consumers to amplify the campaign What they get Recommendation, buzz, lead generation

57. Sungevity

58. Infor

59. Infor How it works Use all social media channels to saturation What they want Built on ‘downwiththebigERP’ media campaign targeted at mid-market companies What they get Standout in a crowded market dominated by large ERP companies

60. Psion

61. Psion How it works Focus on knowledge-sharing between customers What they want Customers share experiences relevant to their businesses What they get Intense discussion of product details

62. Gatorade

63. Gatorade How it works Use their brand ambassadors as influencers What they want Create a participatory brand What they get Authentic conversations between fans, customers, athletes and scientists

64. San Antonio Spurs/NBA

65. San Antonio Spurs/NBA

66. San Antonio Spurs/NBA How it works Leverage the fan community through authentic, relevant content What they want Build community, influence, engage and active fans What they get Increased buzz through shares, visible engagement with fan-centric stories

67. What ’ s holding you back?

68. What ’ s holding you back?

69. What ’ s holding you back?

70. What ’ s holding you back?

71. What ’ s holding you back?

72. What ’ s holding you back?

73. What ’ s holding you back?

74. Wrap: Signposts 2.0 Get the basics right Optimise (so people find you) Manage (so it s under control) Measure (so you know who found you) Identify key influencers Understand their concerns Develop authentic content that will be shared by your influencers to generate action – share, discuss, contact, apply, buy Re-share and re-mix Your influencers ’ content and actions

75. leasingsocial.net and add your view @leasingsocial