A presentation by Fergal Coleman at the Mindshop conference in Sydney, Australia, May 2011. The talk covers how technology is enabling changing behaviours in every facet of life. It explores the lessons that can be learnt from the dot.com bubble and the parallels between todays social media bubble and the late 90's and early 2000's. Attendees were then provided with a framework for implementing social media followed by a range of examples and case studies from the real world

1. Social Media: Engage! Mindshop Conference, May 2011 Fergal Coleman Twitter @symphony3think www.symphony3.com/mindshop www.symphony3.com

2. Introduction The changing world How to approach social media and web2.0 It’s about your future business model Strategy first then tactics (examples) How to help each other Your plan www.symphony3.com/mindshop

3. Interact @symphony3think #mindshop www.symphony3.com/mindshop fcoleman@symphony3.com Tel: 0423 198184 Coffee www.symphony3.com/mindshop

4. (R)evolution or (R)evolutions? “Every generation needs a new revolution.” Thomas Jefferson We are witnessing multiple revolutions right now… “Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviours “ Prof. Clay Shirky author “Here Comes Everybody” www.symphony3.com/mindshop

5. Worldwide Society is Changing – 17 years of Internet In four years to 2010, newspaper ad revenue dropped by 44.24% Revolution is Everywhere 1 out of 8 couples married in 2009 the US met online Manufacturing to China, Services to India, Philippines, Eastern Europe, etc

6. So Why Now? The Perfect Storm An analysis by Merrill Lynch claimed that cloud technology could make business applications “three to five times cheaper,” meaning that organizations could save anywhere from 67 to 80 percent (Greenberg, 2009). Rajen Sheth (2009) of Google projects cost savings of 67 percent for moving e-mail to the cloud In December 2010 there were 9,361,520 Australians actively using Facebook. The average session time for a user visiting Facebook was 28 minutes and 58 seconds. 366 million people (31 per cent of the population) in India had access to improved sanitation in 2008. 545 million cell phones are now connected to service in India's emerging economy. UN Report By 2013, mobile phones will overtake PCs as the most common Web access device worldwide Gartner www.symphony3.com/mindshop

7. Changing Behaviours! www.symphony3.com/mindshop

8. Does It Bring Back Memories? This Week Feb 3rd 2001 What can the dot.com era teach us about winners and losers? www.symphony3.com/mindshop

9. We’ve Been Here Before There was a crash with lots of losers but some major winners Losers: Webvan.com, boo.com, pets.com V. Winners: Amazon, Paypal, Ebay, Seek, Wotif But trends and take-up levels have continued www.symphony3.com/mindshop

10. The Big Picture: What can we learn? Think long-term Emergent and Realized Strategy (Mintzberg) Success will be determined over a period of years not months “Deliberate strategies provide the organization with a sense of purposeful direction. Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies help the organization to control its course while encouraging the learning process” www.symphony3.com/mindshop

11. Why Social Media? The pay back comes quickly “Companies using the web intensively gain greater market shares and higher margins” - “The Rise of the networked enterprise: Web2.0 finds its payday” – McKinsey Quarterly Dec. 2010 Some averages from report 20% decrease in travel costs 20% improvement in marketing effectiveness 10% reduction in operational costs 15% decrease in marketing costs 18% increase in customer satisfaction 41% increase in employee satisfaction www.symphony3.com/mindshop

13. Fear of unknown

14. Fear of wasting time

15. Fear of wasting money

16. Fear of loss of control

17. Fear of loss of credibilitywww.symphony3.com/mindshop

18. No wonder it’s daunting! www.symphony3.com/mindshop

19. The Reality: Most not being strategic http://techcrunch.com/2011/05/13/gary-vaynerchuk-social-media-clowns-tctv/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29 2.10minutes www.symphony3.com/mindshop

20. Social Media Framework Logical Boxes People Needs Who are you Serving? Where are they? What are they doing online? What drives them to engage with you? Customer Segment A Customer Segment B Employees Customer Segment A Customer Segment B Employees Why We Exist Mission Strategic Goals Core Values Vision Financial Profitability Improved Customer Service New customers More Efficient Processes Lower Costs Lower Customer Churn More $ per customer How We Do It Make (Services delivered) Communicate Engaging / Energising Talking / Informing Supporting Activities Supporting Listening Building Blocks Finance (Budget) 15 People Leadership Culture Skills +Training Data and Information Standards and Policies Social Media Policy Response Guide Risk Mgmt Technology (Tools)

21. Case Study: Kingston City Council “In the past we (local government) told the community what we were doing, we have now evolved to engaging the community in what we propose to do, but the expectation of the community today is that not only will they be engaged but they will directly influence and they will have control over what happens. This is not an unreasonable expectation.” John Nevins, CEO, City of Kingston. “Social Media in Everything We Do” www.symphony3.com/mindshop

24. -Mayoral Blog- Twitter - Yammer Y/N Ideas (Prioritised) Y/N Working Group (cross-dept) Y/N Y/N www.symphony3.com/mindshop

26. Better information sharing

27. No email trail with multiple document versions

28. Less paper

29. No IT overheadwww.symphony3.com/mindshop

31. Parameters on what can be said about the organisation

32. Guidelines on how to respond to comments and opinionswww.symphony3.com/mindshop

34. Direct line of communication to the CEO for employees

35. Learning internallywww.symphony3.com/mindshop

36. Facebook Page www.symphony3.com/mindshop

37. Coming soon or in prototype… LinkedIN Community Engagement Mayoral Blog Twitter YouTube/Video Department specific - strategies Training, awareness and more training! www.symphony3.com/mindshop

38. Now, Where, How www.symphony3.com/mindshop

39. Where are you now - Take the Questionnaire www.symphony3.com/mindshop

40. Where do you want to be? Vision: In three years time how will social media be engaging your clients and empowering you and your organisation? Listening – Use social media to better understand customer needs. Talking – Use social media to spread messages about your business Energising – get your most enthusiastic customers to become advocates, using social media to increase word of mouth. Supporting – Support residents/local businesses or help them to support each other. Embracing – Integrate your customers into the way your organisation works How will it be helping my business? Discuss with a partner www.symphony3.com/mindshop

41. How: What are you going to do? www.symphony3.com/mindshop

42. How? Listening Listening Twitter LinkedIn www.symphony3.com/mindshop

43. Find the Influencers 7 to 750 million Picked seven bloggers to attend a top secret “Midnight Webcast” They told tens of thousands of fans Mainstream media listened and reported Estimated 350 million people heard the news within 24 hours 2008 Who are the influencers in your community? Listen, comment, provideopinion using the social media they use www.symphony3.com/mindshop

44. Can you provide the best advice about just one thing? www.symphony3.com/mindshop

45. Test a service/process online www.symphony3.com/mindshop

46. Support and EmpowerHR Block (getitright.hrblock.com) Jan – April 2010: 1.5 million visits 120,000 tax-related questions iPhone app: 28,000 downloads in Feb 2010 www.symphony3.com/mindshop

47. Can you make your offering more engaging www.symphony3.com/mindshop

48. Can you use social media in your consulting toolbox? www.symphony3.com/mindshop

50. Mobile communication

51. Improved communication www.symphony3.com/mindshop

52. Engage your customers – get them to help you www.symphony3.com/mindshop

53. 7. Measure Set clear KPIs and Measure them Relate them back to the business – leads, prospects sales Use the information to refine what you say www.symphony3.com/mindshop

54. 9. Syndicate www.symphony3.com/mindshop

55. Can this “tribe” use social tools to work more closely together ? If time and money wasn’t an issue… ? www.symphony3.com/mindshop

56. How: What are you going to do? In pairs Write down three strategies and accompanying actions in your OPP www.symphony3.com/mindshop

57. Conclusion Believe in social media and web2.0 Be wary of the hype Think beyond tools and talking AT people Where do you want to be in 3 years time www.symphony3.com/mindshop

58. Interact www.symphony3.com/mindshop @symphony3think fcoleman@symphony3.com Tel: 0423 198184 www.symphony3.com/mindshop