An overview of media history, the evolution of social media and how social media can be used in an enterprise business

1. Social Media for Business – Beyond the Shiny New Toy

2. Index
• Media Sector
• Social Media Sector
• Sales and Marketing
• Social Business

3. A walk through media history….
Printing Press
Johannes Guttenberg, circa 1450
Telephone
Alexander Graham Bell, circa 1876
Radio
Heinrich Hertz, circa 1887
TV
John Baird, circa 1926
Telephone Fax Machine
Xerox, 1964
Personal Computer
Olivetti, 1965
Handheld Mobile Phone
Martin Cooper, Motorola, 1973
The Internet
Internet Society formed 1992;
Federal Networking Council (FNC)
Resolution Defined “Internet”,
October 1995

4. The Social Media Revolution
AOL Chat Rooms
1990s
Friendster
2002
MySpace
2003
Facebook
2004
Twitter
2006
Instagram
2010
Pinterest
2010
Snapchat
2011

5. Need to distinguish between content and its
distribution medium
Content Type Distribution Medium
Video Old New
Audio
Written

6. The gatekeepers have been removed from the
media value chain
Challenge now is for attention not distribution

7. Index
• Media Sector
• Social Media Sector
• Sales and Marketing
• Social Business

8. The social media platforms
Network Global Users Australian Users1 Market Cap Comments
1.4bn 13.8m $234bn Social check in
288m 2.8m $31bn Cocktail party
300m 4.0m $35bn2 Creative
76m 0.4m $11bn Aspirational
100-200m 1.1m $19bn4 Personal
350m 3.3m $33bn Professional
1bn+ 13.5m $40bn5 Entertain or educate
1. http://www.socialmedianews.com.au/social-media-statistics-australia-february-2015/
2. http://www.theverge.com/2014/12/19/7420981/instagram-valued-at-35-billion
3. http://recode.net/2015/03/22/capital-gains-pinterest-crosses-the-10-billion-mark/
4. http://www.bloomberg.com/news/articles/2015-02-17/snapchat-said-to-seek-up-to-19-billion-value-in-funding-round
5. http://www.adweek.com/news/technology/youtube-may-be-worth-40-billion-more-twitter-159861
6. Note Pinterest and Snapchat don’t openly disclose user numbers
Consumer attention has moved to digital platforms

9. Social media networks are valuable platforms…
…but always remember who owns the property

10. Social media is NOT another broadcast channel
Don’t treat social like TV, radio or print

11. Social media is a two way conversation
The greatest value for businesses on social comes from
listening not talking

12. Psychologist or social media marketer?
Respect the different purpose and psychologies of each
social network

13. Think of social media as the modern day telephone
How do you use the telephone within your business?

14. Index
• Media Sector
• Social Media Sector
• Sales and Marketing
• Social Business

15. Social media can certainly help with sales & marketing
People buy from those that they “know, like and trust”

16. The social web rewards those that give first
Be useful; avoid the hard sell
“The difference between
selling and helping is just
two letters…”
“Give, Give, Give…Ask”

17. B2C v B2B – Difference at tactical not strategic level
Social Media Strategy
• Listen – where are your customers active?
• What is your primary business objective for using social?
• What key measures will define success? (ROI)
• Understand your audience demographics
• How will you execute?
B2B Execution
• Typically based around customer education and
thought leadership
• Deeper and longer term layers of interaction
 Building “authority”
 Right content at right time
 Blogging
 Industry specific communities
 LinkedIn Groups and Slideshare
 Podcasts

18. Some B2B Marketing Stats
• Forrester Research analysis shows up to 90% of a buyer’s path to purchase is completed before
a salesperson comes into the picture
• Forester research study on B2B technology buyers showed they use social media twice as
much as US adults overall
• 86% of B2B marketers are using content marketing 1
• The top five social networks used by B2B marketers to distribute content are LinkedIn (83%),
Twitter (80%), Facebook (80%), YouTube (61%) and Google+ (39%) 2
• 40% of B2B buyers say LinkedIn is important when researching technologies and services to
purchase; 19% say the same for Twitter2
• B2B marketers who use Twitter generate twice as many leads as those who don’t2
• 45% of B2B marketers have gained a customer through LinkedIn2
• 71% of B2B marketers use content marketing to generate leads3
• Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-
nurtured leads4
• LinkedIn study: 90% of survey SMEs said social media was effective in building awareness
1. Content Marketing Institute
2. Social Media Today
3. MarketingProfs
4. Hubspot

19. Index
• Media Sector
• Social Media Sector
• Sales and Marketing
• Social Business

20. Social impacts end to end business
• Brand building –top of funnel awareness
• Lead nurture
• Sales – precise demographic targeting, personalisation capability
• Customer retention
• Customer service
• Media monitoring/social listening – market intelligence, business insights
• PR – outbound communication
• Crisis management – protect your brand
• R&D/Product development – listening and testing
• HR – attracting and retaining employees
• Internal collaboration and knowledge management
Aim of the game is not to be “good at social” but drive
business value and assist business decision making
End to end
marketing
funnel
Customer
Experience

21. Some real life examples of social business value
• Red Cross (USA)
 Digital command centre for humanitarian relief
 Tracks keywords for early warning of disasters (e.g. tornado)
 Connects citizens to digital volunteers to provide info
 Communication mechanism during disasters (e.g. location of trucks)
• T-Mobile
 Customer retention targeting (social data integrated with CRM)
 Listening led to insight re customers dislike for long term contracts (and
removal by T-Mobile)
 “make sure every customer touch is part of an integrated experience”
• KLM Royal Dutch Airlines
 Processes 30-35,000 messages per week on social (FB and Twitter)
 Heat maps and analytics to track issues by country
 Customer service engagement tool (inc ability to book upgrades)
 Report lost and found items
Value created by integrating social into business processes

22. Some real life examples of social business value
Hilton Hotels: info service
Jet Blue: customer service
McDonalds Canada: ask any question
about any product
IBM: employee advocacy
Telstra: largest Yammer community in
APAC; average customer service
response time on Twitter 45 mins
"This is not about having 100 likes on Facebook. It is about the
business value, the value to our customers from doing this."
Amanda Gome, head of digital and social media at ANZ

23. Any Questions?

24. More About EchoJunction
Social media strategy and social media technology implementation
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Podcast: www.echojunction.com.au/podcast
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Adam on Twitter: @adamf2014
Adam Fraser on LinkedIn