SlideShare a Scribd company logo
SOCIAL MEDIA 2.0
GETTING OLDER AND
(HOPEFULLY) WISER
Copenhagen / 13.03.2014 / @JonathanWich and @EdMajor1
ISSOCIALMEDIADYING?
And why I can’t remember anything you said...
No, but it’s broken. And it’s our own fault.
•  Condescending like-bait and embarrassing attempts at relevancy.
•  Executives wanted immediate results. And we didn’t push back.
Entering the stage of commodification
•  Companies (500k+) only reach 2% of their fan base organically. Soon it will be zero.
•  Community management and testing a thing of the past?
Commodification: is the transformation of
goods and services, as well as ideas or other
entities that normally may not be considered
goods, into a commodity.
Where are we now?
•  Are we back in the commercialized, big business media landscape of the 90’s where we
are all consumers (and nothing more)?
•  In part, “yes”, because companies have realized that it’s where the users are – and that
the ROI is better here.
•  So money and commercial messaging is speeding up.
•  Luckily, some companies (still too few) have realized that they need to focus on
nurturing long-term relationships through on-going relevance.
Say goodbye to the gunslingers!
Say goodbye to the gunslingers!
•  From disconnected “conquer the world” attitudes and usage (The Wild West) to sober, informed
(data-driven) usage.
•  In the near future: Better understanding of and focus on holistic business value from the outset.
•  In the near future II: Better understanding of the audiences, their interests, problems and context.
•  In the near future III: Email marketing revisited.
•  Does it mean we move beyond the testing? No, you should always be testing.
The media landscape has been
democratized. It has been
turned upside-down. And that
won’t change.
Some things cannot be undone
Content marketing (again and again)
•  Content marketing – one of the
buzzwords this year – has turned out to
be the most efficient form of advertising
on the social web.
•  Companies are becoming publishers.
•  Companies are hiring brand journalists
and creative content creators.
•  Focus is on engaging fans and followers
in your content to stay top-of-mind.
•  And we’re being met by more and more
marketing messages (3000 per day).
I can’t remember anything you said
•  People are getting fed up
•  They can’t remember the content
and they don’t care
•  Not enough relevance
•  Not enough authenticity
OOOOOOXOOO
OIIOIOIOOIIOIO
You are not a publisher
•  Studies show that the best way to invest your time is in the community, interacting with
individual users.
•  In that sense, companies are not publishers.
•  Yes, they publish. But it’s not the end goal and a reason why.
•  The end goal is to interact with users to learn from them, to improve brand perception and
to create lasting relationships.
Anyquestions?
ENABLINGSOCIAL
FROMWITHIN
How to go about it and why you shouldn’t be afraid.
Support the business goals
•  Realize what social can do.
•  And that you don’t know it all.
•  ROI only on a case-level (and to help optimize).
Social is cross functional
•  Social belongs to the company, not a single department (stop fighting about it!)
•  How to become a social business?
•  One step at a time (and don’t start with Marketing)
•  Acceptance, alignment and buy-in.
•  Social is a potential silo breaker.
Mkt
Comms HR
Ops
R&D
/ BI
Social technologies
Sales
IT CS
Execs
It’s not dangerous. It’s educational.
•  Hire the right people.
•  Trust them
(management by
exception).
•  Learning by doing.
•  Make sure you make
mistakes (sic!).
•  Remember: You should
always be testing.
You need your colleagues (now more than ever)
•  Most important people to engage?
•  Reach out
•  Get the organization on board
•  Empower the employees (your best brand advocates)
•  Identify hidden influencers
Anyquestions?
KEYAREASWHEN
SCALINGTHEEFFORTS
From engagement to bottom-line value.
Get a content infrastructure up and running
Content
Dedicated staff
Internal copywriters, journalists,
campaign managers, videographers etc.
Voluntary staff
From all functions – contributing
with blog posts, photos, video etc.
External voluntary professionals
Journalists, bloggers etc. publishing on
own site or doing guest posts
External hired professionals
Agencies or freelance content
producers hired by the company
Engaged fans and followers
All sorts of stakeholders – e.g. photos via
Instagram or retweetable tweets
•  From listening comes understanding customers and improving products and services.
•  Listening an integral part of social for most experienced corporations, especially in ”low
engagement” industries.
•  Many ways to listen, depending on what you want to achieve, e.g. R&D, CSAT, competition,
influencers etc.
•  Dell is the absolute frontrunner in this field.
Social listening
Social Media Customer Service
•  Efficiency gains: When 2 become 1
•  Access and empowerment
•  Crisis management
Live FAQ
§  Host social CS on your website.
§  Merging community and FAQ into one.
§  Gives call-deflection, improved CSAT,
transparency, employees are
empowered and visible, hosting the
conversation, rewarding ambassadors
and supporting ”audience”.
Social Selling
•  The sales funnel has changed
•  Empower your sales reps to become thought leaders
•  Value-based selling
•  Getting in early: Teaching where the customers are learning
The average purchase decision is 57% complete, and more than 10
information sources have been consulted, by the time a supplier is
engaged.
Learn Define Needs Access Options Make Decision
Source: CEB, 2012
Social Recruitment
•  The challenge: “The good people are hired by your
competitors, and you cannot offer them a better salary.”
•  Employer branding
•  Storytelling, not job posting
•  Facebook + Twitter + Blog + LinkedIn
Internal social collaboration
•  McKinsey sees a 20-25%
productivity gain for
knowledge workers
•  Internal collaboration
platforms like Chatter, Jive,
Podio help organizations
get rid of the time wasted
on emails and meetings
•  Inspire – not “provide and
pray”, nor “provide and
pressure”.
•  It’s all about having “The
compelling purpose”
From CRM to Audience
•  Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and
employees.
•  Improve Sales and Service while reducing your media spend.
•  A new role is about to arrive: Audience Development Manager.
DM
Social Web
TV
CRM
Audience
The collaborative economy
•  Airbnb, Loft, Uber, TaskRabbit, Kickstarter etc.
•  Built on social technologies
•  “What role do companies play, if people get
what they need from each other?”
•  Sharing is the new buying: 25% are already
doing it, an estimated 50% will be doing it over
the next year.
Anyquestions?

More Related Content

What's hot

The Intelligence of Digital Industry 2005 - 2015
The Intelligence of Digital Industry 2005 - 2015The Intelligence of Digital Industry 2005 - 2015
The Intelligence of Digital Industry 2005 - 2015
Andre Zeferino
 
Dallas SMC Presentation
Dallas SMC PresentationDallas SMC Presentation
Dallas SMC Presentation
Chris Treadaway
 
B2B Social Media Seminar
B2B Social Media SeminarB2B Social Media Seminar
B2B Social Media Seminar
WareAnthonyRust
 
Social Media for Local Businesses
Social Media for Local BusinessesSocial Media for Local Businesses
Social Media for Local Businesses
Chris Treadaway
 
Creating a Social Media Plan
Creating a Social Media PlanCreating a Social Media Plan
Creating a Social Media Plan
Rapid Purple
 
The 4 Pillars of Social Media Marketing
The 4 Pillars of Social Media MarketingThe 4 Pillars of Social Media Marketing
The 4 Pillars of Social Media Marketing
Nicholas Scalice
 
New Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country ClubNew Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country Club
Marni Blythe Borelli
 
The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends
Mathew Sweezey
 
Social Media - Strategies and Case Studies
Social Media - Strategies and Case StudiesSocial Media - Strategies and Case Studies
Social Media - Strategies and Case Studies
Mirum India - A WPP Group Company
 
Deluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe Corporation
 
Introduction to business ppt-ch12
Introduction to business ppt-ch12Introduction to business ppt-ch12
Introduction to business ppt-ch12
Siegel High School
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
Adilene Rodriguez
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
Caroline Antonio
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
Brie Hrabinski
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
Xinyi Chen
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
Elaine Doherty
 
Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360
Dan Galante
 
Social Media – What Next
Social Media – What NextSocial Media – What Next
Social Media – What Next
Mirum India - A WPP Group Company
 
The Art of Storytelling in a Digital World
The Art of Storytelling in a Digital WorldThe Art of Storytelling in a Digital World
The Art of Storytelling in a Digital World
Boom Online Marketing
 
2013 Emerging Social Media Trends
2013 Emerging Social Media Trends2013 Emerging Social Media Trends
2013 Emerging Social Media Trends
Amy Smith
 

What's hot (20)

The Intelligence of Digital Industry 2005 - 2015
The Intelligence of Digital Industry 2005 - 2015The Intelligence of Digital Industry 2005 - 2015
The Intelligence of Digital Industry 2005 - 2015
 
Dallas SMC Presentation
Dallas SMC PresentationDallas SMC Presentation
Dallas SMC Presentation
 
B2B Social Media Seminar
B2B Social Media SeminarB2B Social Media Seminar
B2B Social Media Seminar
 
Social Media for Local Businesses
Social Media for Local BusinessesSocial Media for Local Businesses
Social Media for Local Businesses
 
Creating a Social Media Plan
Creating a Social Media PlanCreating a Social Media Plan
Creating a Social Media Plan
 
The 4 Pillars of Social Media Marketing
The 4 Pillars of Social Media MarketingThe 4 Pillars of Social Media Marketing
The 4 Pillars of Social Media Marketing
 
New Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country ClubNew Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country Club
 
The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends
 
Social Media - Strategies and Case Studies
Social Media - Strategies and Case StudiesSocial Media - Strategies and Case Studies
Social Media - Strategies and Case Studies
 
Deluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar PresentationDeluxe/Risdall Social Media Marketing Webinar Presentation
Deluxe/Risdall Social Media Marketing Webinar Presentation
 
Introduction to business ppt-ch12
Introduction to business ppt-ch12Introduction to business ppt-ch12
Introduction to business ppt-ch12
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
 
Chapter 1 presentation
Chapter 1 presentationChapter 1 presentation
Chapter 1 presentation
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
 
Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360Digital Marketing/Content Marketing/Social Media Marketing 360
Digital Marketing/Content Marketing/Social Media Marketing 360
 
Social Media – What Next
Social Media – What NextSocial Media – What Next
Social Media – What Next
 
The Art of Storytelling in a Digital World
The Art of Storytelling in a Digital WorldThe Art of Storytelling in a Digital World
The Art of Storytelling in a Digital World
 
2013 Emerging Social Media Trends
2013 Emerging Social Media Trends2013 Emerging Social Media Trends
2013 Emerging Social Media Trends
 

Similar to Social media 2.0: Getting older and (hopefully) wiser

How PR is leveraging the Social Media Opporunity
How PR is leveraging the Social Media OpporunityHow PR is leveraging the Social Media Opporunity
How PR is leveraging the Social Media Opporunity
Bliss Integrated Communication
 
The Maersk Social Media Story, Jonathan Wichmann
The Maersk Social Media Story, Jonathan WichmannThe Maersk Social Media Story, Jonathan Wichmann
The Maersk Social Media Story, Jonathan Wichmann
CambsChamber
 
Maersk Line and why social media still matter
Maersk Line and why social media still matterMaersk Line and why social media still matter
Maersk Line and why social media still matter
Orca Social
 
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...
Jonathan Wichmann
 
2017 Marketing & Brand Awareness Presentation
2017 Marketing & Brand Awareness Presentation2017 Marketing & Brand Awareness Presentation
2017 Marketing & Brand Awareness Presentation
LCpublicrelations
 
Marketing & Brand Awareness
Marketing & Brand Awareness Marketing & Brand Awareness
Marketing & Brand Awareness
HunterHannaYox
 
Sinclair University - Social Sense
Sinclair University - Social SenseSinclair University - Social Sense
Sinclair University - Social Sense
Carla Hale
 
Mespil strategy presentation
Mespil strategy presentationMespil strategy presentation
Mespil strategy presentation
Greg Fry
 
Social media
Social mediaSocial media
Social media
Subash T
 
Differentiated marketing and communication strategies for startups by Sanjay...
Differentiated marketing and communication strategies for startups  by Sanjay...Differentiated marketing and communication strategies for startups  by Sanjay...
Differentiated marketing and communication strategies for startups by Sanjay...
tiemumbai
 
Differentiated marketing and communication strategies
Differentiated marketing and communication strategiesDifferentiated marketing and communication strategies
Differentiated marketing and communication strategies
Mirum India - A WPP Group Company
 
CMI Master Class Toronto Presentation
CMI Master Class Toronto PresentationCMI Master Class Toronto Presentation
CMI Master Class Toronto Presentation
LinkedIn Canada
 
Customers Content Context and Success Gilbane Workshop
Customers Content Context and Success  Gilbane WorkshopCustomers Content Context and Success  Gilbane Workshop
Customers Content Context and Success Gilbane Workshop
The Content Advisory
 
Mark ragan ceo presentation to vocus user convference 2012
Mark ragan ceo presentation to vocus user convference 2012Mark ragan ceo presentation to vocus user convference 2012
Mark ragan ceo presentation to vocus user convference 2012
Cision
 
Social listening webinar presentation
Social listening webinar presentationSocial listening webinar presentation
Social listening webinar presentation
Meltwater
 
Social Marketing in the Banking and Financial Sector - PACB Presentation
Social Marketing in the Banking and Financial Sector - PACB PresentationSocial Marketing in the Banking and Financial Sector - PACB Presentation
Social Marketing in the Banking and Financial Sector - PACB Presentation
Tin Cans Unlimited
 
Content Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsContent Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and Highlights
Thomas Armitage
 
Newspapers atlantic halifax may 2012
Newspapers atlantic halifax may 2012Newspapers atlantic halifax may 2012
Newspapers atlantic halifax may 2012
Shannon Kinney
 
8020 social media for business
8020 social media for business8020 social media for business
8020 social media for business
8020 Consultants NE
 
Content Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business toolContent Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business tool
Marketing CoPilot - Marie Wiese
 

Similar to Social media 2.0: Getting older and (hopefully) wiser (20)

How PR is leveraging the Social Media Opporunity
How PR is leveraging the Social Media OpporunityHow PR is leveraging the Social Media Opporunity
How PR is leveraging the Social Media Opporunity
 
The Maersk Social Media Story, Jonathan Wichmann
The Maersk Social Media Story, Jonathan WichmannThe Maersk Social Media Story, Jonathan Wichmann
The Maersk Social Media Story, Jonathan Wichmann
 
Maersk Line and why social media still matter
Maersk Line and why social media still matterMaersk Line and why social media still matter
Maersk Line and why social media still matter
 
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...
Maersk Line and why social media still matter. E-commerce 2014 in Stockholm o...
 
2017 Marketing & Brand Awareness Presentation
2017 Marketing & Brand Awareness Presentation2017 Marketing & Brand Awareness Presentation
2017 Marketing & Brand Awareness Presentation
 
Marketing & Brand Awareness
Marketing & Brand Awareness Marketing & Brand Awareness
Marketing & Brand Awareness
 
Sinclair University - Social Sense
Sinclair University - Social SenseSinclair University - Social Sense
Sinclair University - Social Sense
 
Mespil strategy presentation
Mespil strategy presentationMespil strategy presentation
Mespil strategy presentation
 
Social media
Social mediaSocial media
Social media
 
Differentiated marketing and communication strategies for startups by Sanjay...
Differentiated marketing and communication strategies for startups  by Sanjay...Differentiated marketing and communication strategies for startups  by Sanjay...
Differentiated marketing and communication strategies for startups by Sanjay...
 
Differentiated marketing and communication strategies
Differentiated marketing and communication strategiesDifferentiated marketing and communication strategies
Differentiated marketing and communication strategies
 
CMI Master Class Toronto Presentation
CMI Master Class Toronto PresentationCMI Master Class Toronto Presentation
CMI Master Class Toronto Presentation
 
Customers Content Context and Success Gilbane Workshop
Customers Content Context and Success  Gilbane WorkshopCustomers Content Context and Success  Gilbane Workshop
Customers Content Context and Success Gilbane Workshop
 
Mark ragan ceo presentation to vocus user convference 2012
Mark ragan ceo presentation to vocus user convference 2012Mark ragan ceo presentation to vocus user convference 2012
Mark ragan ceo presentation to vocus user convference 2012
 
Social listening webinar presentation
Social listening webinar presentationSocial listening webinar presentation
Social listening webinar presentation
 
Social Marketing in the Banking and Financial Sector - PACB Presentation
Social Marketing in the Banking and Financial Sector - PACB PresentationSocial Marketing in the Banking and Financial Sector - PACB Presentation
Social Marketing in the Banking and Financial Sector - PACB Presentation
 
Content Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and HighlightsContent Marketing World 2014 - Summary and Highlights
Content Marketing World 2014 - Summary and Highlights
 
Newspapers atlantic halifax may 2012
Newspapers atlantic halifax may 2012Newspapers atlantic halifax may 2012
Newspapers atlantic halifax may 2012
 
8020 social media for business
8020 social media for business8020 social media for business
8020 social media for business
 
Content Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business toolContent Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business tool
 

More from Jonathan Wichmann

The collaborative economy in Europe & the future role of logistics
The collaborative economy in Europe & the future role of logisticsThe collaborative economy in Europe & the future role of logistics
The collaborative economy in Europe & the future role of logistics
Jonathan Wichmann
 
How the crowd changes supply chains
How the crowd changes supply chains How the crowd changes supply chains
How the crowd changes supply chains
Jonathan Wichmann
 
Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
Maersk Line in social media (and more). Webbstrategidagarna, Nov 13. Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
Jonathan Wichmann
 
Maersk Line: Unlocking the full potential of social media
Maersk Line: Unlocking the full potential of social mediaMaersk Line: Unlocking the full potential of social media
Maersk Line: Unlocking the full potential of social media
Jonathan Wichmann
 
Maersk Line in social media: European Digital Awards Sep 2012
Maersk Line in social media: European Digital Awards Sep 2012Maersk Line in social media: European Digital Awards Sep 2012
Maersk Line in social media: European Digital Awards Sep 2012
Jonathan Wichmann
 
Maersk Line in social media: spotONvision webinar June 2012
Maersk Line in social media: spotONvision webinar June 2012Maersk Line in social media: spotONvision webinar June 2012
Maersk Line in social media: spotONvision webinar June 2012
Jonathan Wichmann
 

More from Jonathan Wichmann (6)

The collaborative economy in Europe & the future role of logistics
The collaborative economy in Europe & the future role of logisticsThe collaborative economy in Europe & the future role of logistics
The collaborative economy in Europe & the future role of logistics
 
How the crowd changes supply chains
How the crowd changes supply chains How the crowd changes supply chains
How the crowd changes supply chains
 
Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
Maersk Line in social media (and more). Webbstrategidagarna, Nov 13. Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
 
Maersk Line: Unlocking the full potential of social media
Maersk Line: Unlocking the full potential of social mediaMaersk Line: Unlocking the full potential of social media
Maersk Line: Unlocking the full potential of social media
 
Maersk Line in social media: European Digital Awards Sep 2012
Maersk Line in social media: European Digital Awards Sep 2012Maersk Line in social media: European Digital Awards Sep 2012
Maersk Line in social media: European Digital Awards Sep 2012
 
Maersk Line in social media: spotONvision webinar June 2012
Maersk Line in social media: spotONvision webinar June 2012Maersk Line in social media: spotONvision webinar June 2012
Maersk Line in social media: spotONvision webinar June 2012
 

Recently uploaded

Hyderabad Girls Call Hyderabad 000000000 Girls Call Service
Hyderabad  Girls Call Hyderabad 000000000 Girls Call ServiceHyderabad  Girls Call Hyderabad 000000000 Girls Call Service
Hyderabad Girls Call Hyderabad 000000000 Girls Call Service
ashiklo9823
 
Meet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptx
Meet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptxMeet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptx
Meet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptx
ashishkumarrana9
 
"Freelancer Asifa Akter Rane - Research Specialist"
"Freelancer Asifa Akter Rane - Research Specialist""Freelancer Asifa Akter Rane - Research Specialist"
"Freelancer Asifa Akter Rane - Research Specialist"
asifaakter957
 
Engage Viewers Like Never Before........
Engage Viewers Like Never Before........Engage Viewers Like Never Before........
Engage Viewers Like Never Before........
SocioCosmos
 
Best Digital Marketing Agency in Malappuram
Best Digital Marketing Agency in MalappuramBest Digital Marketing Agency in Malappuram
Best Digital Marketing Agency in Malappuram
gridquedigital
 
The Importance of Community Building in Crypto Marketing
The Importance of Community Building in Crypto MarketingThe Importance of Community Building in Crypto Marketing
The Importance of Community Building in Crypto Marketing
Intelisync
 
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
parulpk4011
 
Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...
Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...
Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...
rachitkumar09887
 
Unlock Reddit Success....................
Unlock Reddit Success....................Unlock Reddit Success....................
Unlock Reddit Success....................
SocioCosmos
 
LEAD GENERATION SERVICES IN THRISSUR.pdf
LEAD GENERATION SERVICES IN THRISSUR.pdfLEAD GENERATION SERVICES IN THRISSUR.pdf
LEAD GENERATION SERVICES IN THRISSUR.pdf
ffousi281
 
NCL biyezheng degree offer diploma Transcript
NCL biyezheng degree offer diploma TranscriptNCL biyezheng degree offer diploma Transcript
NCL biyezheng degree offer diploma Transcript
uzaxe
 
220711130092_Swagata Banerjee_Media_Message_Compatibility_
220711130092_Swagata Banerjee_Media_Message_Compatibility_220711130092_Swagata Banerjee_Media_Message_Compatibility_
220711130092_Swagata Banerjee_Media_Message_Compatibility_
Kalna College
 
Supercharge Your Quora Profile..........
Supercharge Your Quora Profile..........Supercharge Your Quora Profile..........
Supercharge Your Quora Profile..........
SocioCosmos
 
1515Crain's Cleveland Business - Today's Cleveland business news
1515Crain's Cleveland Business - Today's Cleveland business news1515Crain's Cleveland Business - Today's Cleveland business news
1515Crain's Cleveland Business - Today's Cleveland business news
babulkumar76508
 
Adelaide biyezheng degree offer diploma Transcript
Adelaide biyezheng degree offer diploma TranscriptAdelaide biyezheng degree offer diploma Transcript
Adelaide biyezheng degree offer diploma Transcript
uzaxe
 
Monash biyezheng degree offer diploma Transcript
Monash biyezheng degree offer diploma TranscriptMonash biyezheng degree offer diploma Transcript
Monash biyezheng degree offer diploma Transcript
uzaxe
 
Caltech degree offer diploma Transcript
Caltech degree offer diploma TranscriptCaltech degree offer diploma Transcript
Caltech degree offer diploma Transcript
mtakt
 
BU degree offer diploma Transcript
BU degree offer diploma TranscriptBU degree offer diploma Transcript
BU degree offer diploma Transcript
mtakt
 
UCSB degree offer diploma Transcript
UCSB degree offer diploma TranscriptUCSB degree offer diploma Transcript
UCSB degree offer diploma Transcript
mtakt
 
The Marietemara Leak – Inside the Scandal Rocking the Internet.pdf
The Marietemara Leak – Inside the Scandal Rocking the Internet.pdfThe Marietemara Leak – Inside the Scandal Rocking the Internet.pdf
The Marietemara Leak – Inside the Scandal Rocking the Internet.pdf
Blog Eternal
 

Recently uploaded (20)

Hyderabad Girls Call Hyderabad 000000000 Girls Call Service
Hyderabad  Girls Call Hyderabad 000000000 Girls Call ServiceHyderabad  Girls Call Hyderabad 000000000 Girls Call Service
Hyderabad Girls Call Hyderabad 000000000 Girls Call Service
 
Meet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptx
Meet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptxMeet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptx
Meet Niki Richard Dalgliesh Cavill, Henry Cavill’s Brother.pptx
 
"Freelancer Asifa Akter Rane - Research Specialist"
"Freelancer Asifa Akter Rane - Research Specialist""Freelancer Asifa Akter Rane - Research Specialist"
"Freelancer Asifa Akter Rane - Research Specialist"
 
Engage Viewers Like Never Before........
Engage Viewers Like Never Before........Engage Viewers Like Never Before........
Engage Viewers Like Never Before........
 
Best Digital Marketing Agency in Malappuram
Best Digital Marketing Agency in MalappuramBest Digital Marketing Agency in Malappuram
Best Digital Marketing Agency in Malappuram
 
The Importance of Community Building in Crypto Marketing
The Importance of Community Building in Crypto MarketingThe Importance of Community Building in Crypto Marketing
The Importance of Community Building in Crypto Marketing
 
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
 
Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...
Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...
Ahmedabad Girls Call Ahmedabad 0X0000000X Unlimited Short Providing Girls Ser...
 
Unlock Reddit Success....................
Unlock Reddit Success....................Unlock Reddit Success....................
Unlock Reddit Success....................
 
LEAD GENERATION SERVICES IN THRISSUR.pdf
LEAD GENERATION SERVICES IN THRISSUR.pdfLEAD GENERATION SERVICES IN THRISSUR.pdf
LEAD GENERATION SERVICES IN THRISSUR.pdf
 
NCL biyezheng degree offer diploma Transcript
NCL biyezheng degree offer diploma TranscriptNCL biyezheng degree offer diploma Transcript
NCL biyezheng degree offer diploma Transcript
 
220711130092_Swagata Banerjee_Media_Message_Compatibility_
220711130092_Swagata Banerjee_Media_Message_Compatibility_220711130092_Swagata Banerjee_Media_Message_Compatibility_
220711130092_Swagata Banerjee_Media_Message_Compatibility_
 
Supercharge Your Quora Profile..........
Supercharge Your Quora Profile..........Supercharge Your Quora Profile..........
Supercharge Your Quora Profile..........
 
1515Crain's Cleveland Business - Today's Cleveland business news
1515Crain's Cleveland Business - Today's Cleveland business news1515Crain's Cleveland Business - Today's Cleveland business news
1515Crain's Cleveland Business - Today's Cleveland business news
 
Adelaide biyezheng degree offer diploma Transcript
Adelaide biyezheng degree offer diploma TranscriptAdelaide biyezheng degree offer diploma Transcript
Adelaide biyezheng degree offer diploma Transcript
 
Monash biyezheng degree offer diploma Transcript
Monash biyezheng degree offer diploma TranscriptMonash biyezheng degree offer diploma Transcript
Monash biyezheng degree offer diploma Transcript
 
Caltech degree offer diploma Transcript
Caltech degree offer diploma TranscriptCaltech degree offer diploma Transcript
Caltech degree offer diploma Transcript
 
BU degree offer diploma Transcript
BU degree offer diploma TranscriptBU degree offer diploma Transcript
BU degree offer diploma Transcript
 
UCSB degree offer diploma Transcript
UCSB degree offer diploma TranscriptUCSB degree offer diploma Transcript
UCSB degree offer diploma Transcript
 
The Marietemara Leak – Inside the Scandal Rocking the Internet.pdf
The Marietemara Leak – Inside the Scandal Rocking the Internet.pdfThe Marietemara Leak – Inside the Scandal Rocking the Internet.pdf
The Marietemara Leak – Inside the Scandal Rocking the Internet.pdf
 

Social media 2.0: Getting older and (hopefully) wiser

  • 1. SOCIAL MEDIA 2.0 GETTING OLDER AND (HOPEFULLY) WISER Copenhagen / 13.03.2014 / @JonathanWich and @EdMajor1
  • 2. ISSOCIALMEDIADYING? And why I can’t remember anything you said...
  • 3. No, but it’s broken. And it’s our own fault. •  Condescending like-bait and embarrassing attempts at relevancy. •  Executives wanted immediate results. And we didn’t push back.
  • 4. Entering the stage of commodification •  Companies (500k+) only reach 2% of their fan base organically. Soon it will be zero. •  Community management and testing a thing of the past? Commodification: is the transformation of goods and services, as well as ideas or other entities that normally may not be considered goods, into a commodity.
  • 5. Where are we now? •  Are we back in the commercialized, big business media landscape of the 90’s where we are all consumers (and nothing more)? •  In part, “yes”, because companies have realized that it’s where the users are – and that the ROI is better here. •  So money and commercial messaging is speeding up. •  Luckily, some companies (still too few) have realized that they need to focus on nurturing long-term relationships through on-going relevance.
  • 6. Say goodbye to the gunslingers!
  • 7. Say goodbye to the gunslingers! •  From disconnected “conquer the world” attitudes and usage (The Wild West) to sober, informed (data-driven) usage. •  In the near future: Better understanding of and focus on holistic business value from the outset. •  In the near future II: Better understanding of the audiences, their interests, problems and context. •  In the near future III: Email marketing revisited. •  Does it mean we move beyond the testing? No, you should always be testing.
  • 8. The media landscape has been democratized. It has been turned upside-down. And that won’t change. Some things cannot be undone
  • 9. Content marketing (again and again) •  Content marketing – one of the buzzwords this year – has turned out to be the most efficient form of advertising on the social web. •  Companies are becoming publishers. •  Companies are hiring brand journalists and creative content creators. •  Focus is on engaging fans and followers in your content to stay top-of-mind. •  And we’re being met by more and more marketing messages (3000 per day).
  • 10. I can’t remember anything you said •  People are getting fed up •  They can’t remember the content and they don’t care •  Not enough relevance •  Not enough authenticity
  • 13. You are not a publisher •  Studies show that the best way to invest your time is in the community, interacting with individual users. •  In that sense, companies are not publishers. •  Yes, they publish. But it’s not the end goal and a reason why. •  The end goal is to interact with users to learn from them, to improve brand perception and to create lasting relationships.
  • 15. ENABLINGSOCIAL FROMWITHIN How to go about it and why you shouldn’t be afraid.
  • 16. Support the business goals •  Realize what social can do. •  And that you don’t know it all. •  ROI only on a case-level (and to help optimize).
  • 17. Social is cross functional •  Social belongs to the company, not a single department (stop fighting about it!) •  How to become a social business? •  One step at a time (and don’t start with Marketing) •  Acceptance, alignment and buy-in. •  Social is a potential silo breaker. Mkt Comms HR Ops R&D / BI Social technologies Sales IT CS Execs
  • 18. It’s not dangerous. It’s educational. •  Hire the right people. •  Trust them (management by exception). •  Learning by doing. •  Make sure you make mistakes (sic!). •  Remember: You should always be testing.
  • 19. You need your colleagues (now more than ever) •  Most important people to engage? •  Reach out •  Get the organization on board •  Empower the employees (your best brand advocates) •  Identify hidden influencers
  • 22. Get a content infrastructure up and running Content Dedicated staff Internal copywriters, journalists, campaign managers, videographers etc. Voluntary staff From all functions – contributing with blog posts, photos, video etc. External voluntary professionals Journalists, bloggers etc. publishing on own site or doing guest posts External hired professionals Agencies or freelance content producers hired by the company Engaged fans and followers All sorts of stakeholders – e.g. photos via Instagram or retweetable tweets
  • 23. •  From listening comes understanding customers and improving products and services. •  Listening an integral part of social for most experienced corporations, especially in ”low engagement” industries. •  Many ways to listen, depending on what you want to achieve, e.g. R&D, CSAT, competition, influencers etc. •  Dell is the absolute frontrunner in this field. Social listening
  • 24. Social Media Customer Service •  Efficiency gains: When 2 become 1 •  Access and empowerment •  Crisis management Live FAQ §  Host social CS on your website. §  Merging community and FAQ into one. §  Gives call-deflection, improved CSAT, transparency, employees are empowered and visible, hosting the conversation, rewarding ambassadors and supporting ”audience”.
  • 25. Social Selling •  The sales funnel has changed •  Empower your sales reps to become thought leaders •  Value-based selling •  Getting in early: Teaching where the customers are learning The average purchase decision is 57% complete, and more than 10 information sources have been consulted, by the time a supplier is engaged. Learn Define Needs Access Options Make Decision Source: CEB, 2012
  • 26. Social Recruitment •  The challenge: “The good people are hired by your competitors, and you cannot offer them a better salary.” •  Employer branding •  Storytelling, not job posting •  Facebook + Twitter + Blog + LinkedIn
  • 27. Internal social collaboration •  McKinsey sees a 20-25% productivity gain for knowledge workers •  Internal collaboration platforms like Chatter, Jive, Podio help organizations get rid of the time wasted on emails and meetings •  Inspire – not “provide and pray”, nor “provide and pressure”. •  It’s all about having “The compelling purpose”
  • 28. From CRM to Audience •  Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and employees. •  Improve Sales and Service while reducing your media spend. •  A new role is about to arrive: Audience Development Manager. DM Social Web TV CRM Audience
  • 29. The collaborative economy •  Airbnb, Loft, Uber, TaskRabbit, Kickstarter etc. •  Built on social technologies •  “What role do companies play, if people get what they need from each other?” •  Sharing is the new buying: 25% are already doing it, an estimated 50% will be doing it over the next year.