This document discusses how businesses are using social media platforms. It provides statistics showing that marketing, internal collaboration, and customer service are the top business uses of social media. Factors driving increased social media usage include technological advances, proliferation of smartphones, lower broadband costs, and increased collaboration. The document recommends that businesses define client relationships using a model that shifts from 4Ps (Product, Price, Place, Promotion) to 6Cs (Culture, Credibility, Collaboration, Communication, Conversation, Content). It also provides tips on using Twitter effectively for conversations and reputation management.

1. Social Media
Future proof interaction
June 2012

2. Setting the Scene
• Digitisation of businesses
– “Using technology to enhance business processes”
• Social media
– “Social media applications are internet-powered
platforms that make it easy for people &
organisations to interact with each other across a
wide variety of social activities”

4. Business uses of social media
Marketing 57%
Internal collaboration & learning 39%
Customer service 29%
Sales 25%
HR 21%
Strategy 16%
R&D 14%
Other 31%

5. Usage drivers
• Technological advancement of the web
– Web 2.0 to Web 3.0
– HTML 5
• Proliferation of feature & smart-phones
• Lower broadband costs
• Increased collaboration & co-creation
• Lower inbound marketing costs

7. What TO
do?

8. 4P’s to 6C’s: to define the client relationship
Culture
Credibility Collaboration
client
CRM Content
Communication
&
Conversation

9. Digital Ecosystem – Picture of Success
1 Public Web Site 2 Blog 3 Image Gallery 4 Print & Multi-Media
Publish Content
5 Mobile
6 Twitter 7 Linked In 8 Industry Stakeholders
Listen & Engage

10. Twitter
• 140 character micro blogging site
– manage conversations either publicly or privately.
• Share and discuss information
It is an excellent tool to do proactive reputation
management and tracking
• Ask for feedback
• Monitor mentions, replies and direct
messages

11. Network effect
Followers Impressions Impressions Klout Followers Impressions Impressions Klout
(5 Followers) (5 Followers) (5 Followers) (5 Followers)
@mayaonmoney 1 906 9 530 47 650 38 @MichaelJordaan 15 343 76 715 383 575 59
@2oceansvibe 18 720 93 600 468 000 58 @DJFreshSA 213 441 1 067 205 5 336 025 73
@spimasterclass 191 955 4 775 34 @craigieboydbn 622 3 110 15 550 31
Total network
reach 20 817 104 085 520 425 @spimasterclass 191 955 4 775 34
Total network
reach 229 597 1 147 985 5 739 925

12. US Twitter users haver HIGHER
INCOMES than general population
23%
Monthly Twitter users 18+
20% 20%
Total Population 18+ 17%
15%
14%
13%
11%
10%
8%
>$100k $75k - $100k $50k - $75k $25k - $50k Under $25k

13. Twitter plays an ACTIVE role in
purchasing decisions
Learn about
products/services
42%
Provide opinions about
products/services
41%
Ask for opinions about
products/services
31%
Look for discounts/sales 28% “I use
Twitter
Purchase to..””
products/services
21%
Seek customer support 19%

14. US Twitter users are MORE EDUCATED
than the general population
33%
Monthly Twitter users 18+ 30%
Total Population 18+
23% 23%
19%
17% 16%
13% 12%
8%
Advanced Some Graduate 4-yr College 1-3 Yrs of High School/less
Degree Credits College

15. 79% of US Twitter users are more likely
to recommend brands they follow
Not sure, 6%
No, 15%
Yes,
for a few brands,
Yes,
56%
for a many
brands, 23%

16. Parting comments

17. 10 Commandments
• Focus on people not tech
• Build conversations, not campaigns
• Content is an enabler
• Add value
• Listen
• Spread the word
• Be prepared (Alert, Assess, Act)
• Measure progress
• Continual optimisation
• Be in it for the long term (relationships take time to
build)

18. Set
objectives
Rinse Monitor
& repeat conversations
Test
& learn
8 Understand
motivations
Steps to
success
Strategise Identify how to
approach add value
Select
platforms

19. Social Media
Future proof interaction

20. marlin.sylvester@gmail.com
@marlinecas
Marlin Africa-Sylvester
marlin.africa-sylvester

21. Sources
• http://wearesocial.sg/Monitor conversations
• Chantel Botha (chantel.botha@sanlam.com)
• http://HubSpot.com/