The document discusses social media technologies that can be used for good, including their definitions and examples of successful use. It covers blogs, microblogs, online video, interactive games, and social networks. For each technology, it provides overviews, demographics and statistics, business cases, and keys to success. It also gives examples of how companies like McDonald's, Whole Foods, Starbucks, and Chevron have effectively used some of these technologies to engage stakeholders and further sustainability initiatives.
The Social Media Spine: Building the backbone to your online presenceStacy Lukasavitz Steele
Slides for the presentation I gave to Leadership Genesee on social media - very bare-bones approach to building an online presence, doesn't go too deep.
Existing social processes, design, and coordination of media are changing with the rise of mobile internet and social presence online. This has led to greater connectivity, mobility, and access to information anywhere at any time. However, it has also resulted in issues like "digital fatigue" from an overwhelming amount of information and challenges for non-media participants to navigate fragmented media environments. Going forward, there is potential to develop more intuitive and immersive resources that blend new media aesthetics, tools, and architectures with location-based services, personalization, and artificial intelligence.
Create your electronic footprint - Presentation given during IBM Super Women Group Yearly meeting. (over 500 IBM women attendees) Raleigh, NC - June 2009
Final report for the EPSRC Research Cluster, 2009. Details 'community' awareness of user-generated content, social media, location-aware social sorting and introduces construct of the Productive Consumer.
Politicians are increasingly using social media to connect with constituents and shape political campaigns. Barack Obama's 2008 presidential campaign set a precedent by leveraging sites like Facebook, Twitter, YouTube, and blogs to raise funds, organize supporters, and spread his message virally. Now, politicians at all levels are adopting social media strategies to engage citizens, share information, solicit feedback, and track opinions. However, improper use of these new tools can damage reputations through unintended information releases or inconsistent messaging. Effective social media requires ongoing interaction and content to build trust with supporters online.
Noise about nothingness - the Disconnected consumerDr Mariann Hardey
This document summarizes an exploratory study on "disconnected consumers" and their reactions to eMarketing content. [1] It describes interviews with 50 consumers who identified as disconnected from some marketing messages. [2] The study found that disconnection is a nuanced concept, as consumers aim to manage their connections and exposure to marketing while still maintaining social relationships. [3] Some consumers deliberately isolate themselves from marketing messages to avoid intrusions into personal spaces, though they do not disconnect socially.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
The Social Media Spine: Building the backbone to your online presenceStacy Lukasavitz Steele
Slides for the presentation I gave to Leadership Genesee on social media - very bare-bones approach to building an online presence, doesn't go too deep.
Existing social processes, design, and coordination of media are changing with the rise of mobile internet and social presence online. This has led to greater connectivity, mobility, and access to information anywhere at any time. However, it has also resulted in issues like "digital fatigue" from an overwhelming amount of information and challenges for non-media participants to navigate fragmented media environments. Going forward, there is potential to develop more intuitive and immersive resources that blend new media aesthetics, tools, and architectures with location-based services, personalization, and artificial intelligence.
Create your electronic footprint - Presentation given during IBM Super Women Group Yearly meeting. (over 500 IBM women attendees) Raleigh, NC - June 2009
Final report for the EPSRC Research Cluster, 2009. Details 'community' awareness of user-generated content, social media, location-aware social sorting and introduces construct of the Productive Consumer.
Politicians are increasingly using social media to connect with constituents and shape political campaigns. Barack Obama's 2008 presidential campaign set a precedent by leveraging sites like Facebook, Twitter, YouTube, and blogs to raise funds, organize supporters, and spread his message virally. Now, politicians at all levels are adopting social media strategies to engage citizens, share information, solicit feedback, and track opinions. However, improper use of these new tools can damage reputations through unintended information releases or inconsistent messaging. Effective social media requires ongoing interaction and content to build trust with supporters online.
Noise about nothingness - the Disconnected consumerDr Mariann Hardey
This document summarizes an exploratory study on "disconnected consumers" and their reactions to eMarketing content. [1] It describes interviews with 50 consumers who identified as disconnected from some marketing messages. [2] The study found that disconnection is a nuanced concept, as consumers aim to manage their connections and exposure to marketing while still maintaining social relationships. [3] Some consumers deliberately isolate themselves from marketing messages to avoid intrusions into personal spaces, though they do not disconnect socially.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
Leading Media Advertising Agency Mediaedge:cia created a manual to help break down social media for clients and non-experts. It has input from many social media experts from within the agency.
TED Fuller event | digital user-generated content - My tales from the fieldDr Mariann Hardey
Dave collects a list of funny tweets from various Twitter users. The survey presented six scenarios involving what rights people have to save, share, publish, or remove Twitter content they encounter. Respondents took a liberal view of saving tweets but were more cautious about republishing or sharing tweets with others. Their views depended on whether the tweets were their own words or someone else's. The survey investigated attitudes toward social media ownership and what people feel they are able to do with content from others versus what others can do with their own content.
The Integrated Agency: Where Traditional Strategy meets dDigital hessiej.com
The document discusses how the role of traditional advertising agencies is evolving due to changes in how consumers engage with brands through digital and social media. It argues agencies need to shift from helping clients only with paid media and messaging, to also assisting with evaluating consumer relationships, strengthening relationships at all touchpoints, and promoting authentic brand experiences. This will require agencies to focus more on planning, use media as a source for creative ideas, conduct more comprehensive research from all sources, and segment and analyze audiences in more depth using increased analytics. The agency role may also impact client businesses beyond just marketing objectives.
The document discusses social media and provides an overview of Twitter and Facebook. It defines social media as online conversations and interactions between people. Twitter is described as a microblogging service that allows users to send and read short messages called tweets. Statistics are provided on the growth of Twitter usage. Facebook is summarized as a social network that allows users to create profiles, connect with friends, and join interest groups.
The document discusses the rise of cloud computing, web 2.0 technologies, and their impact on business and society. It notes that technical capabilities have advanced to support richer online experiences, while social trends show people have broader social networks and changing views around privacy and intellectual property. This shifts power from technology to people. Businesses can use new tools to better understand customers and collaborate, and technology offers opportunities for agility, visibility, and connecting physical production networks. The future is one of an interconnected "network of everything."
This document discusses perspectives on social networks from two analogies - social epidemics and social media. Regarding social epidemics, it outlines Malcolm Gladwell's concepts of tipping points, the law of the few (connectors, mavens, salesmen), stickiness, and the power of context. It then discusses characteristics of online communities and Clay Shirky's perspectives on social media, including how lowering transaction costs enables cooperation, collaboration, and collective action through easily formed groups. Shirky also proposes evaluating social networks based on their promise, the tools used, and the bargain or norms agreed to by users.
Social media is about building relationships and fostering communities through online conversations. The document discusses why social media is relevant for organizations, providing statistics on its widespread use. It then covers how to develop a social media plan, including understanding objectives and audience, choosing appropriate platforms to match goals, and maintaining an online presence through regular updates. The key is focusing on people over tools and using social media as a way to tell your story and have two-way discussions.
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Riding The Wave Of Web 2.0 Arizona Cpcu I Day Presentation Nov 2009Sandra Masters
This document summarizes a workshop on Web 2.0 and social media tools presented by Sandy Masters. The workshop aims to cover 23 different tools people can use to explore and expand their knowledge of the internet and Web 2.0 technologies. It discusses why these tools are important for professionals to understand, as well as current statistics on social media usage. The presentation then categorizes and explains content sharing, producing, and relationship building tools and provides resources for further study.
This research paper discusses social networking and its applications for instructional technology and distance education programs. It defines social networking and provides a brief history, discussing the growth of popular sites. The paper explores how social networking creates a new model for knowledge management based on user-generated content. It argues that social networking can enhance distance education by leveraging students' familiarity and comfort with digital environments. When designed properly, social networking tools and activities can support collaborative learning in online courses.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
The document summarizes the performance of digital IPOs in 2012 compared to 2011. In 2012, Workday and Shutterstock performed the best with gains of over 50% since their IPOs, while CafePress and E2open declined around 5-10%. Facebook declined over 30% since its massive $16 billion IPO in 2012. In 2011, Zillow and Carbonite performed best with gains over 20%, while Groupon and Zynga declined over 75% since their IPOs.
This document discusses trends in social networking from 2007 to 2011. It notes that social networking has become the most popular online activity worldwide, with over 1.2 billion global users. While adoption is widespread, there are regional differences in social networking behaviors and platforms. The importance of Facebook is highlighted, as it accounts for a large percentage of time spent on social networks. Microblogging through sites like Twitter has also emerged as a new force. Local social networks are gaining more global users. The demographic of social network users has expanded beyond just young people to include all ages.
The document discusses trends in social networking usage globally from 2007 to 2011, noting that social networking has become the most popular online activity worldwide with over 1.2 billion unique visitors. It highlights how social networking transcends regional differences but also reflects local behaviors and preferences, with platforms like Facebook, Twitter, and LinkedIn gaining large international audiences but some networks remaining more localized. The growth of social networking is driven both by new platforms and the expansion of existing mainstream sites to all age groups and regions.
Today’s world is hyper-connected, mobile, social and always on. As we connect to the Internet from anywhere, at anytime, we are drawn deeper into digital life. What’s more, the experiences we have are increasingly tailored to our preferences: likes and dislikes. But, what does this mean for nonprofits? It means changing employee, donor and other stakeholder expectations.
KGA for CCBF - Corporate reputation and social mediaWalter Jennings
The document summarizes a half-day workshop on getting active in social media. It discusses key topics like where sociology and technology converge, best practices for B2B social media excellence, building a social media campaign, and getting started with a social media approach. The workshop includes hands-on stations for building profiles and campaigns on platforms like Facebook, Twitter, YouTube and LinkedIn. It emphasizes starting by listening, building trust through honesty and transparency, and using social media to inform, educate and build relationships over time.
Social Networking: Trends and ApplicationsTeemu Arina
This document summarizes trends in social networking and applications from December 2009. It discusses the power of social networks and how search has become primary. It also examines prosumers who both produce and consume media, and how the technographics of social media vary by age. Key concepts covered include the reverse sales funnel, social objects, transaction costs, collaboration and informal network roles in digital ecosystems.
Collaboration between different stakeholders in rural areas can provide many tangible and intangible benefits. Some key benefits include being able to apply for larger funding opportunities by combining resources, sharing costs, bringing together different expertise, and developing new relationships. Collaboration is important for addressing issues, developing shared policy positions, and accessing various sources of funding beyond those just targeted at rural areas. Successful examples of collaboration include partnerships between local authorities and communities on infrastructure projects, and groups working together across sectors on initiatives like integrated area plans and accessing European funding.
Leading Media Advertising Agency Mediaedge:cia created a manual to help break down social media for clients and non-experts. It has input from many social media experts from within the agency.
TED Fuller event | digital user-generated content - My tales from the fieldDr Mariann Hardey
Dave collects a list of funny tweets from various Twitter users. The survey presented six scenarios involving what rights people have to save, share, publish, or remove Twitter content they encounter. Respondents took a liberal view of saving tweets but were more cautious about republishing or sharing tweets with others. Their views depended on whether the tweets were their own words or someone else's. The survey investigated attitudes toward social media ownership and what people feel they are able to do with content from others versus what others can do with their own content.
The Integrated Agency: Where Traditional Strategy meets dDigital hessiej.com
The document discusses how the role of traditional advertising agencies is evolving due to changes in how consumers engage with brands through digital and social media. It argues agencies need to shift from helping clients only with paid media and messaging, to also assisting with evaluating consumer relationships, strengthening relationships at all touchpoints, and promoting authentic brand experiences. This will require agencies to focus more on planning, use media as a source for creative ideas, conduct more comprehensive research from all sources, and segment and analyze audiences in more depth using increased analytics. The agency role may also impact client businesses beyond just marketing objectives.
The document discusses social media and provides an overview of Twitter and Facebook. It defines social media as online conversations and interactions between people. Twitter is described as a microblogging service that allows users to send and read short messages called tweets. Statistics are provided on the growth of Twitter usage. Facebook is summarized as a social network that allows users to create profiles, connect with friends, and join interest groups.
The document discusses the rise of cloud computing, web 2.0 technologies, and their impact on business and society. It notes that technical capabilities have advanced to support richer online experiences, while social trends show people have broader social networks and changing views around privacy and intellectual property. This shifts power from technology to people. Businesses can use new tools to better understand customers and collaborate, and technology offers opportunities for agility, visibility, and connecting physical production networks. The future is one of an interconnected "network of everything."
This document discusses perspectives on social networks from two analogies - social epidemics and social media. Regarding social epidemics, it outlines Malcolm Gladwell's concepts of tipping points, the law of the few (connectors, mavens, salesmen), stickiness, and the power of context. It then discusses characteristics of online communities and Clay Shirky's perspectives on social media, including how lowering transaction costs enables cooperation, collaboration, and collective action through easily formed groups. Shirky also proposes evaluating social networks based on their promise, the tools used, and the bargain or norms agreed to by users.
Social media is about building relationships and fostering communities through online conversations. The document discusses why social media is relevant for organizations, providing statistics on its widespread use. It then covers how to develop a social media plan, including understanding objectives and audience, choosing appropriate platforms to match goals, and maintaining an online presence through regular updates. The key is focusing on people over tools and using social media as a way to tell your story and have two-way discussions.
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Corporate reputation social age by john bellJohn Bell
There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these
changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their
communications or marketing but, often, some of their core business practices.
Riding The Wave Of Web 2.0 Arizona Cpcu I Day Presentation Nov 2009Sandra Masters
This document summarizes a workshop on Web 2.0 and social media tools presented by Sandy Masters. The workshop aims to cover 23 different tools people can use to explore and expand their knowledge of the internet and Web 2.0 technologies. It discusses why these tools are important for professionals to understand, as well as current statistics on social media usage. The presentation then categorizes and explains content sharing, producing, and relationship building tools and provides resources for further study.
This research paper discusses social networking and its applications for instructional technology and distance education programs. It defines social networking and provides a brief history, discussing the growth of popular sites. The paper explores how social networking creates a new model for knowledge management based on user-generated content. It argues that social networking can enhance distance education by leveraging students' familiarity and comfort with digital environments. When designed properly, social networking tools and activities can support collaborative learning in online courses.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
The document summarizes the performance of digital IPOs in 2012 compared to 2011. In 2012, Workday and Shutterstock performed the best with gains of over 50% since their IPOs, while CafePress and E2open declined around 5-10%. Facebook declined over 30% since its massive $16 billion IPO in 2012. In 2011, Zillow and Carbonite performed best with gains over 20%, while Groupon and Zynga declined over 75% since their IPOs.
This document discusses trends in social networking from 2007 to 2011. It notes that social networking has become the most popular online activity worldwide, with over 1.2 billion global users. While adoption is widespread, there are regional differences in social networking behaviors and platforms. The importance of Facebook is highlighted, as it accounts for a large percentage of time spent on social networks. Microblogging through sites like Twitter has also emerged as a new force. Local social networks are gaining more global users. The demographic of social network users has expanded beyond just young people to include all ages.
The document discusses trends in social networking usage globally from 2007 to 2011, noting that social networking has become the most popular online activity worldwide with over 1.2 billion unique visitors. It highlights how social networking transcends regional differences but also reflects local behaviors and preferences, with platforms like Facebook, Twitter, and LinkedIn gaining large international audiences but some networks remaining more localized. The growth of social networking is driven both by new platforms and the expansion of existing mainstream sites to all age groups and regions.
Today’s world is hyper-connected, mobile, social and always on. As we connect to the Internet from anywhere, at anytime, we are drawn deeper into digital life. What’s more, the experiences we have are increasingly tailored to our preferences: likes and dislikes. But, what does this mean for nonprofits? It means changing employee, donor and other stakeholder expectations.
KGA for CCBF - Corporate reputation and social mediaWalter Jennings
The document summarizes a half-day workshop on getting active in social media. It discusses key topics like where sociology and technology converge, best practices for B2B social media excellence, building a social media campaign, and getting started with a social media approach. The workshop includes hands-on stations for building profiles and campaigns on platforms like Facebook, Twitter, YouTube and LinkedIn. It emphasizes starting by listening, building trust through honesty and transparency, and using social media to inform, educate and build relationships over time.
Social Networking: Trends and ApplicationsTeemu Arina
This document summarizes trends in social networking and applications from December 2009. It discusses the power of social networks and how search has become primary. It also examines prosumers who both produce and consume media, and how the technographics of social media vary by age. Key concepts covered include the reverse sales funnel, social objects, transaction costs, collaboration and informal network roles in digital ecosystems.
Collaboration between different stakeholders in rural areas can provide many tangible and intangible benefits. Some key benefits include being able to apply for larger funding opportunities by combining resources, sharing costs, bringing together different expertise, and developing new relationships. Collaboration is important for addressing issues, developing shared policy positions, and accessing various sources of funding beyond those just targeted at rural areas. Successful examples of collaboration include partnerships between local authorities and communities on infrastructure projects, and groups working together across sectors on initiatives like integrated area plans and accessing European funding.
Presentation at the 2009 NCLGISA Fall Conference in Asheville, NC. Discusses Social Media and different tools used in Social Media. Lee Yount, Jr. Catawba County Government, Newton, NC
El documento habla brevemente sobre el futbol. Menciona al jugador Javi como parte de la discusión sobre el deporte. En resumen, el texto se refiere al futbol y a un jugador llamado Javi de manera concisa.
El documento trata sobre Schuitema. No contiene información relevante que pueda resumirse en 3 oraciones o menos. El documento solo menciona un nombre propio sin ningún otro contexto o detalle.
The document discusses performance testing results that compare a Ruby on Rails quiz application to an application built with Adobe Experience Manager (AEM). Load testing shows that the AEM application outperforms the Ruby application, handling more users, requests and faster response times without errors. The document suggests next steps for the AEM application including advanced content and social features.
This document presents a series of quotes from various educational organizations spanning 1703 to 1985, each complaining about students' dependence on new technologies for writing and calculation compared to traditional methods. While new technologies like slates, paper, pens, ink, and calculators were criticized as luxuries that students relied on too heavily, the document notes that these technologies became integrated into modern education. It concludes that complaints about new technologies will likely continue with each new innovation, using computers as the current example.
This document presents a series of quotes from various educational organizations spanning 1703 to 1985, each complaining about students' dependence on new technologies for writing and calculation compared to traditional methods. While new technologies like slates, paper, pens, ink, and calculators were criticized as luxuries that students relied on too heavily, the document notes that these technologies became integrated into modern education. It concludes that complaints about new technologies will likely continue with each new innovation, using computers as the current example.
Using Linked In And Twitter In Your Job Searcherikapryor
This document provides tips for using LinkedIn and Twitter in your job search. It recommends growing your professional network on LinkedIn to increase visibility and opportunities. Tips include creating an engaging profile, adding recommendations, connecting with others in your industry, using applications to share work samples, and making yourself accessible. The document also recommends using Twitter to build relationships, follow those in your network and industries of interest, observe discussions, and engage others to enhance your digital presence and get noticed by potential connections.
The document outlines Ireland's National Rural Development Programme for 2007-2013, which has a total budget of €4.299 billion. It is divided into 4 axes: Axis 1 focuses on competitiveness, Axis 2 on the environment and land management, Axis 3 on economic diversification and quality of life, and Axis 4 implements the LEADER approach. The National Rural Network was established to assist efficient implementation of the programme across all axes and promote information sharing. Tipperary Institute secured the contract to provide the National Rural Network and established the Rural Development Support Unit to deliver the contract, with a staff of 5 people.
This document summarizes a meeting about geo-location services and discusses several key players in the space. It provides stats on user growth for Foursquare, from 725,000 users in March 2010 to over 3 million by late August 2010. Facebook's launch of Places in August 2010 resulted in Foursquare's largest single-day growth as users checked it out. Additional services discussed include Gowalla, Yelp, BrightKite, and newcomer Hunch. Stats on social gaming show 56 million Americans play such games and over half of social gamers are now women.
Easter Island is a Chilean island in the southeastern Pacific Ocean famous for its nearly 1,000 extant monumental statues, called moai, created by the Rapa Nui people. The island's original name is Rapa Nui and was annexed by Chile in 1888. It is one of the most remote inhabited islands in the world, located 2,300 miles west of continental Chile.
Social media allows for two-way communication and dialogue rather than one-way broadcasts. It has seen a rapid rise with key sites like Friendster, MySpace, Facebook, Twitter, and others growing exponentially in their early years. Marketers are drawn to social media because it enables conversations with consumers and viral word-of-mouth at low cost compared to traditional media. However, it also poses challenges for brands to control their message and reputation across fragmented networks.
Built on experience, Dell Social Media Services are for customers across many industries, including Fortune 500, public and education, non-profit and healthcare. They’re also relevant for those just starting out or for those who are further along in their journey and looking to scale their efforts. The suite of offers ranges from listening and insights to best practice seminars and from advisory services to command center build-outs. For more information, visit http://dell.to/11Dpylk.
This document provides an overview of several popular social media platforms, including their key features and statistics. It discusses Twitter, noting that it allows users to post short messages called tweets. It outlines Facebook's core features of user profiles and connections between friends. Usage statistics for Facebook in Hungary are presented. Foursquare is described as a location-based social app where users check-in at venues. YouTube is summarized as a video sharing site where users can upload, view and share videos. FarmVille is characterized as a social farming game on Facebook. Wikipedia is defined as a free, collaborative online encyclopedia. Flickr is noted as an image and video hosting site. In closing, the document states there are many other social media services beyond
This document provides an overview of developing a social media plan and policy for an organization. It discusses the importance of social media for economic development and engaging audiences. It also covers potential legal issues to consider, as well as critical items to include in a social media policy like purpose, scope, rules of engagement, and staff responsibilities. The document then describes Novi, Michigan's process for creating a social media policy and launching initial pages on Facebook, Twitter, and LinkedIn to enhance citizen engagement.
From Social Media To Human Media - critical reflection on social media & some...Niels Hendriks
This is a presentation by Liesbeth Huybrechts & Niels Hendriks given at the Glocal Conference in Macedonia in 2009. It makes a critical reflection on so-called social media and presents some design methods and projects dealing with social environments.
Social media allows for conversations online between customers and is powered by information sharing, networking, photos, videos, and live streaming. It represents a fundamental shift from interruptive marketing to a dialog model where marketers can participate in conversations with customers. With over 400 million online social community users and the average person exposed to 3,000 ad messages daily but only trusting recommendations from friends, social media offers a way to connect through people, technology, and economics. Small businesses are increasingly using social media to attract new customers and improve their online presence. Street Level Studio can help companies examine customers, goals, and develop a unique social media strategy.
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
Social Media’s Influence in Purchase DecisionHasan Ali MIRZA
The objective of this study is to understand the influence of social media in purchase decision making. The focus of the study is to understand the consumer buying behavior and influence of social media’s in decision making. The sample size taken for this study was 100 qualified respondents with diverse backgrounds across the country. An exploratory research was done to understand the nature of social networking and online consumer behaviour followed by a primary research where questionnaire were administered both personally and online.
Social media uses web-based technologies to facilitate interactive dialogue and the co-creation of value through social interaction. It allows for inexpensive and accessible publication of information by private individuals. In contrast to traditional media, social media is decentralized, less hierarchical, and allows for instantaneous publication and response.
Different social media platforms emphasize different combinations of functional building blocks like identity, conversations, sharing, relationships and groups. For example, LinkedIn focuses on identity, reputation and relationships while YouTube's primary functions are sharing, conversations, groups and reputation.
Facebook has become hugely influential due to its massive user base of over 900 million people. It dominates other social networks and accounts for a significant amount of time spent online by users.
Implementing a digital strategy at Gembloux Agro-Bio Tech (Université de Liège)Quanah Zimmerman
As presented at the 2012 IROICA Conference (International Relations Officers’ Network of the Association of European Life Science Universities) about Communication and Management in the NET Generation.
What outcomes are you hoping to achieve with social media?
Are your social media practices engaging online communities to their greatest potential?
How do you know if you are achieving your goals?
How can you take your social media initiatives to the next level?
These four key questions were explored during the “Engaging Visitors with Social Media” workshop I presented at the IMLS WebWise Conference (March 6, 2013).
Participants saw and heard about:
Inspirational case studies from inside and outside the museum and library sectors
Pursuing marketing, education, crowdsourcing, and advocacy goals through social media
Organizational models for social media management
Optimizing social content through data analysis
Taking your efforts to the next level with a paid-earned-owned mix of activities
We discussed and brainstormed about:
Defining the value and goals of social media for your organization
Identifying desired outcomes
Setting the right tone and voice for your organization
Overcoming fear and risk-aversion
Hands-on activities helped us explore:
How content goes viral
Connecting social tools to organizational strategy and capabilities
Determining which social media platforms are right for your target audiences and goals
Platforms covered included:
Facebook
Twitter
Instagram
Pinterest
Wikipedia
Vine
"Conversion vs. Conversation" - Measure Social Media ROI (2010)BusinessOnline
This deck was presented at a BMA luncheon where we discuss approaches for tracking social media marketing efforts and return on investment. This is a great deck for anyone who wants to learn about how to begin thinking about social media marketing attribution.
Social Change: Social Media's role in BusinessMichael Murray
This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.
"The Impact of Social Media on your Future"
Culture and Leadership Summit
People, Power and Progress
Scanlon Leadership Network and SouthWest Michigan First
Kalamazoo, MI
05.25.2010
An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.
The document discusses how social media and online communities can accelerate social impact. It defines key Web 2.0 and social media concepts, provides statistics on social media usage, and outlines Ashoka's social media strategy and objectives which include participating in online conversations, sharing inspiring stories, building community, and assisting Fellows with social media. Success is measured through various metrics like attention, participation, authority and influence.
This document discusses social media in marketing. It defines social media as network communication where everyone can actively participate and join conversations. Social media allows many-to-many communication and has changed society's production and distribution structures. The document then outlines six common forms of social media: social networks, blogs, wikis, podcasts, forums, and content communities. It notes that social media is a cheap and effective marketing tool that allows companies to connect with interested customers and spread information quickly. However, social media also requires time and care to use properly to avoid damaging a company's reputation or decreasing employee productivity.
This document discusses social media in marketing. It defines social media as network communication where everyone can actively participate and join conversations. Social media allows many-to-many communication and has changed society's production and distribution structures. The document then outlines six common elements of social media: social networks, blogs, wikis, podcasts, forums, and content communities. It notes that social media is a cheap and effective marketing tool that allows companies to connect with interested customers. However, social media also requires time and care to use properly to avoid damaging a company's reputation.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
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1. Social Media for Good
Erik Kiewiet de Jonge
Jeff Shah
19 October 2009
Leading Through Innovation
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
2. Social Media Roadmap: Where We’re Heading
4. Social media in
3. Frameworks practice:
1. Define social 2. Social media • Risk management
for using social
media technologies • CSR reporting
media
• Branding
• Innovation
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
3. What is social media?
4. Social media
3. Frameworks in practice:
1. Define 2. Social media
for using social • Risk management
social media technologies • CSR reporting
media
• Branding
• Innovation
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
4. Social Media is the new buzz, but…
My organization already has a web strategy. Do we need a social media
strategy?
Who actually uses social media to advance sustainability
initiatives?
Will my organization lose message control if
we use social media?
Does social media add corporate value?
Twitter? Facebook? Aren’t these for personal
use only?
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
5. What is Social Media?
Web 2.0
Participation Creation
Affiliation Trust
Broadcasting
Community
sharing
Simplicity
“THE LONG TAIL”
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
6. Web 1.0 vs. Web 2.0
Source: David Ciccarelli, CEO of Voices.com
"The days of companies being able to push whatever they want into your box and influence you are
waning. It was probably never the right thing to do to begin with, but it was all we had in the past.“
- Bob Pearson, former head of Dell's social media efforts
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
7. So we have a sense of what social media is …
… but remember what social media is not:
● Just a technology – it’s about sharing information
● Just flashy content and slick graphics – it’s about
greater interaction and participation between users
● About every single web user – it’s about the
(relatively) few active ones
● Just for tech savvy kids – it’s gaining popularity
with every demographic and age group
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
8. Your customers and stakeholders are talking about
you.
Have you been listening? To traditional channels? To
social media outlets?
How can you measure and assess the
conversation level?
So, a few people on twitter are chattering. Big deal?
What are the implications of viral communication?
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
9. Following the Conversation: United
United damaged a musician’s guitar during a flight and
refused to pay damages….
In the past passengers had limited ability to bring this
to the public’s attention, but social media has changed
everything.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
10. Following the Conversation:
United’s Social Media Firestorm
86,889 posts
In a matter of a few 19,715 posts
weeks this past
6,755 posts
summer, the
following 5,828 posts
conversations on 3.3 million YouTube views
United’s guitar
incident occurred: 400+ changes made to
United entry in 2009
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
11. Following the Conversation:
The Twitter Chatter Intensifies
United being bashed on the
guitar fiasco…
on
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
12. Following the Conversation:
Social Media Trend Analyses
United apologizes
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
13. The conversation is happening.
Will you be listening?
Can you afford not to listen?
Tools exist to help you track the conversation and
assess trends.
Will you join the conversation?
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
14. Social Media Technologies
4. Social media
3. Frameworks in practice:
1. Define social 2. Social media for using social • Risk management
media technologies media • CSR reporting
• Branding
• Innovation
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
15. Top Social Media Technologies for Business
…based on current usage and expected potential
Blogs Microblogs Online video Social networks
Crowdsourcing Interactive games Wikis
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
16. Here’s a crash course on social
media technologies
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
17. Blogging 101
Overview/ Definition: Demographics and Statistics:
– Blogs allow companies to present the facts, clarify – Estimates suggest 70% of active internet users –
misconceptions and address stakeholder concerns 346 million people - regularly read blogs1
in a conversational forum – 16% of Fortune 500 companies have externally
– Allows users to leave comments, transforming facing corporate blogs2
blogs into active dialogue forums – Estimates suggest that business related blogs
Business Case: account for roughly 12% of readers’ regular blog
visits3
– Build trust and credibility through frequent
– 36% of internet users report thinking more
communication
positively about companies that blog4
– Manage how issues evolve in the market through
connection to corporate strategy
Keys to Success:
– Blogs are often perceived as extensions of the
marketing department, so refrain from using blogs
as just a sales platform
– Be honest and transparent about difficult issues—
present facts, clarify misconceptions and answer
concerns
– Incorporate many voices from the business to
show a high level of corporate engagement
– Align content to corporate strategy, ensuring a
consistent message
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
18. Blogging Success in Action:
McDonald’s Values in Practice
Overview
McDonald’s Corporate Responsibility Vice-President Bob Langert and other employees author the
Values in Practice Blog, which discusses CR challenges faced by McDonald’s.
What we like
The blog’s integrated online video, news postings and traditional corporate responsibility reports give
readers a rich experience. A diverse group of CR managers’ personal, conversational writing tones
and willingness to allow controversial comments on blog entries give the blog credibility. McDonald’s
achieves a moderate balance between marketing and CR discussions.
What we’d like to see
While McDonald’s addresses difficult topics, authors hesitate from directly soliciting stakeholders on
McDonald’s biggest CR challenges. Furthermore, continued and enhanced references to third-party
reports on CR issues material to McDonald’s would add credibility.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
19. Microblogging 101
Overview/ Definition: Demographics and Statistics:
– Blogging typified by users sending brief text – Primary user base: technology oriented teens and
updates (usually less than 140 characters) twentysomethings
– Content differs from traditional blogging in – Twitter is the third most subscribed social
networking service, with over 10 million users3
that it tends to be highly topical and time
sensitive – Increasing presence in mainstream media,
including regular use on CNN, BBC, etc.
Business Case:
– Gaining traction among older demographics (e.g.
– Anticipate and manage conflicts as they Congressional Twittering), though still a nascent
develop1 technology
– Immediacy has the potential to shape
stakeholder perceptions in real-time2
– Gather pulse of the public
Keys to Success:
– Match personality to the company culture
– Be casual and use humor where appropriate
– Use micro-blogs to hook readers and then
send them to resources with more extensive
information
– Stay engaged: micro-blogging is a
conversation and followers are likely to notice
if you are absent
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
20. Microblogging Success in Action:
@WholeFoods on twitter
Overview
Whole Foods maintains a corporate Twitter
account and individual store accounts to monitor
and respond to customer and stakeholder
comments and concerns. Whole Foods’ tweets
regularly respond to environmental questions
related to products and store operations, while
also facilitating discussions of sustainability issues.
What we like
Whole Foods demonstrates its commitment to
directly addressing customer concerns through an
effective mix of customer service, data gathering
and sustainability conversations. Its “tweeters”
judiciously use tweets as product or discussion
launch points.
Hypothesis: Whole Foods’
twittering may be able to What we’d like to see
influence customers at point- Adding names and titles of employees on “Twitter
of-sale duty” would add a personal touch while increasing
the dialogue on Whole Foods’ largest sustainability
challenges would strengthen credibility and solicit
valuable feedback.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
21. Online Video 101
Overview/ Definition:
– Individuals, companies and media increasingly Demographics and Statistics:
share videos online for the general public – Nearly 400 million people worldwide watch online
video clips, with 70% watching weekly1
– Embedded video clips have become the norm
on social networks, blogs and web pages – Online video transcends demographics, though
younger users tend toward YouTube while older
Business Case: viewers use traditional media providers2
– Online video helps stakeholders visualize your – YouTube remains the dominant online video site,
companies’ challenges – show and tell may be holding 42% marketshare3
more personal, memorable and impactful – Online video continues to grow exponentially
– Creates buzz around sustainability issues across the globe
– Damage control through addressing
stakeholders directly through video response
– Creates personal connection to your company
– Gather stakeholder perspectives through
monitoring comments (widely used features
on sites like Youtube)
Keys to Success:
– Beware of online video’s viral nature –
creating a video buzz can be both good and
bad
– Tone is key, especially when putting leadership
on camera. Often a casual and conversational
tone can generate greater levels of trust from
viewers
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
22. Online Video Success in Action:
Starbucks’ YouTube Channel
Overview
Starbucks created its own YouTube channel to showcase its videos
addressing new product launches, sustainability initiatives like
(STARBUCKS) RED, and organic coffee production and sourcing.
What we like
Starbucks features a mix of polished commercials and amateur-
feeling, more serious videos, which avoids making the Starbucks
Channel a marketing-only venue. Many of Starbucks’ videos are
humorous, educational and action-inspiring.
What we’d like to see
A playlist organizing videos directly pertaining to Starbucks’
sustainability efforts would make navigation easier while videos
featuring Starbucks executives discussing sustainability challenges
would demonstrate management’s strong commitment.
Three of Starbucks’ YouTube videos have 400k+ views
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
23. Interactive Games /
Virtual Worlds 101
Overview/ Definition: Demographics and Statistics:
– Interactive games and virtual worlds use – Virtual worlds attract millions of users every day
computer simulations to let users explore and at some of these sites:
manipulate a modeled scenario or • Second Life: 14M registered (July 08)
environment
• Habbo: 138M registered (June 09)
– Some companies have chosen to develop their • Whyville: 3M to 10M users
own tool while others engage on an existing
• Club Penguin: 15M to 30M users
platform
– Online games drew 217 M users in 2007, who
Business Value: average 5.8 hours per week playing. Males
– Due to their immersive nature, interactive edge out females 58% to 42%.2
worlds allow users to explore sensitive topics – 20% of all adults (18+) play online games.3
– Potential to build communities around shared
experiences and passions
– Opportunity to educate consumers on specific
issue or challenge
– Opportunity to facilitate conversations and
collaborations between multiple stakeholders
Keys to Success:
– Link strongly to the company’s strategy / core
message to ensure greatest traction
– Make the game as realistic as possible
– Reward users for their time and input to
further encourage engagement
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
24. Interactive Games Success in Action: Chevron
Energyville
Overview
Chevron created a game called “Energyville,” which lets users choose
how to power a virtual city of 5.9 million people, making trade-offs
between costs, environmental effects and political pressure.
What we like
Forces players to recognize the complex nature of energy generation.
The game makes it impossible to power the virtual city only with
renewable energy sources, but also makes it unsustainable
environmentally to power it only with fossil fuels. Chevron clearly
makes the point that cities must use a variety of power sources.
What we’d like to see
More realistic choices. The tradeoffs mandated in the Energyville
game are not necessarily true for every country, let alone every part
of America. Forcing players to make artificial or arbitrary tradeoffs
between cost, political will and environmental consequences may open
Chevron up to criticism.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or
Jeff Shah (jeff_shah@mba.berkeley.edu)
25. Social Networks 101
Overview/ Definition:
– Social networks from external platforms like Demographics and Statistics:
Justmeans, Facebook and Linkedin to company – Globally, 57% (272M) of internet users have
developed groups focused on specific issues created a profile on a social network1
– Smaller social networks sponsored by companies – Social network users are active, with more than
have rallied consumers around specific issues or 30% participating daily2
products – Facebook, the most popular social network,
attracts more young, female participants than any
Business Case: other demographic. However, more men and older
– Companies can identify issues that are important to users are starting to register.
stakeholders by monitoring user activity and
postings
– By staying active and communicating often with
members of a social network, companies
demonstrate a commitment to forming relationships
with stakeholders and are listening to feedback
– An opportunity to build trust by directly addressing
stakeholder concerns online
Keys to Success:
– Branded pages in social networks need purpose to
create engagement – just putting a brand on a page
serves little purpose
– Staying active on the site and interacting with
members encourages dialogue and puts a personal
face on the company
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
26. Social Networks Success in Action:
Timberland – Justmeans
Overview
Instead of relying on stakeholders to come to its own website,
Timberland posts its corporate responsibility report on Justmeans, a
social responsibility networking site.
What we like
The corporate responsibility report is easier to read and reaches a
much larger audience than most CR reports. Most importantly, the
public gets to weigh in on Timberland’s progress, ask questions and
receive feedback from the company.
What we’d like to see
More comments by the public. Timberland has done a great job
getting its content on the Justmeans network, but has yet to amass a
large following (currently under 400 people following Timberland).
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
27. Wikis 101
Overview/ Definition: Demographics and Statistics:
– Wikis enable users to contribute or modify – Wikispaces, a popular wiki hosting platform,
content, track contributions, store files, boasts 2,100,000 members and 900,000 wikis
conversation threads and data in one location
– In 2007, 32% of companies already used an
– While Wikipedia is the most famous example, most internal wiki, and 33% were planning to use
wikis are used as collaborative workspaces by one in the next two years1
companies or work teams
Business Case:
– Improve a work team’s efficiency by helping users
gather, organize and store information,
communicate across the organization and reduce
the amount of emails sent
– Levarage collective intelligence to solve problems
or answer questions
Keys to Success:
– Allow organic growth from a grass-roots effort vs.
top-down enforcement
– Provide an easily understood architecture while
granting employees ownership and responsibility
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
28. Wikis in Action: Best Buy “The Loop
Marketplace”
Overview
Best Buy created “The Loop Marketplace” wiki as a component of
their broader internal social network, Blue Shirt Nation.
What we like
Employees communicate with each other on topics of their
choosing. This has led to frank discussions of customer service,
product ideas and company policy. Best Buy has even honored
the participation by actually changing some of its policies (e.g.
email access for employees) and adding products (e.g. Geek
Squad Gaming Services) based on feedback from the wiki.
What we’d like to see
More participation - currently, only 20,000 of the 140,000
employees use the wiki. While this is an impressive number, it
means there are 120,000 employees who either don’t know how
to use the wiki or don’t see the value. And these 120,000 are
largely the employees that interact with customers every day,
making them valuable sources of information. By making it clear
that Best Buy is willing to listen and act on employee ideas, the
company will increase participation.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
29. Crowdsourcing 101
Overview/ Definition: Types of Crowdsourcing:
– Crowdsourcing harnesses the collective power of – Collective intelligence, or crowd wisdom –
groups to create content and solve problems gathering information from groups to solve
problems, inform policy or predict results
– It leverages the principle that groups are generally
more knowledgeable and more powerful than – Crowd voting – using crowd’s judgments to
individuals organize vast quantities of information (e.g.
Google’s Page Rank)
Business Case:
– Folksonomy / social tagging (sub-set)
– Given its ability to gather huge amounts of data
from thousands of users, the clearest use of – Crowdfunding – tapping the collective
crowdsourcing is product development and pocketbook, allowing large groups of people to
innovation become a source of funds (e.g. Kiva)
– Tools like social tagging can help companies
research and catalogue industry trends to get a
read on what the public at large thinks
– Outsourcing small tasks to a potentially unlimited
crowd as part of a larger project (e.g. SETI @
home)
Keys to Success:
– Demonstrate commitment to acting on user
contributions to encourage continued involvement
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
30. Crowdsourcing in Action: Whole Foods,
getsatisfaction.com
Overview
Whole Foods engages with customers on getsatisfaction.com, an internet site dedicated to connecting consumers
and companies on issues that matter to them. Millions of consumers generate questions and comments, and
companies have the chance to respond openly.
What we like
Hundreds of Whole Foods employees are members of the site and answer questions candidly. All members
(companies and consumers alike) must sign the “Company-Customer Pact1,” which outlines the rules of polite,
candid, transparent and thoughtful engagement.
What we’d like to see
It’s not always clear when Whole Foods is responding to a customer question or when another user is responding.
There should be some way (other than stating that the user is a Whole Foods employee) of indicating that this is a
response by someone affiliated with the company.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
31. Frameworks for using social media
4. Social media
2. Social 3. Frameworks in practice:
1. Define social
media
media for using social •
•
Risk management
CSR reporting
technologies
media • Branding
• Innovation
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
32. Now that you know more about
social media, here’s a few ways to
think about how to use it more
effectively…
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
33. Business Value Matrix
How well do social media technologies promote brand awareness? Facilitate CSR
reporting? Help manage risk? Foster innovation? Which one suits my needs?
Social Crowd- Interactive Online
Blogs Microblogs Wikis
Networks sourcing Games Video
• Brand
awareness • Risk • Risk
• Brand and management • Brand • Risk management
awareness reputation • Brand awareness management • CSR
Proven and • CSR awareness • Fostering and • Brand reporting
Strengths reputation reporting and innovation reputation awareness • Brand
• CSR • Fostering reputation • Fostering and awareness
reporting innovation • Fostering innovation reputation and
• Risk innovation reputation
management
Potential • Fostering • CSR • Risk • Risk • CSR
Strengths innovation reporting management management reporting
• Brand
awareness
• Risk and • CSR • Fostering • Fostering
Weaknesses
management reputation reporting innovation innovation
• CSR
reporting
Based on evidence of existing and potential business uses
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
34. Who Does Social Media Reach?
Statistics Source:
Universal McCann
It’s not just teenagers Social
Network
Social Media
Research Wave 3
RSS Subscribers (160M)
Members
and 20-somethings… (272M)
Global Read
Key Insights: Watch blogs
Social online video (346M)
● Traditionally social media users are
young, though older users are Media (394M)
becoming more active Statistics Share
● LOHAS consumers more active Video
online than “conventional” Clips
counterparts1 (303M)
Microbloggers (10M+)3 Download
● Users differ across platforms – be Podcasts
(215M)
cognizant of your desired audience
40%
% of bloggers post frequently
about brands they love or hate2
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
35. You’ve seen the size of the user base,
but remember that some users have more influence
than others.
“The 1% Rule” of Web Content
Be aware of the
contributors and
commentators and
1% Contribute
1% 9% 90% 9% Comment know how their
90% Consume content affects the
consumers
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
36. Making It Work: Degree of Control
Low
Crowdsourcing,
Message
Control Social Networking
Medium
Message
Control Microblogs, Wikis
High
Message Blogs, Online
Control
Video, Interactive
Games
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
37. Making It Work: Achieving Trust and Credibility
Trustworthy and credible social media examples have:
• Tell the good and the bad – • Having substance avoids a
you can leave out the ugly marketing-only persona
• Honesty is disarming and • Good style shows that
builds respect you’re world class
• Video and audio are inherently • Be conversational to put a
more personal and help human face on the issues
achieve more credible Transparency Substance
transparency & Style
• Facilitate two-way dialogues Collaboration Relevance • Keep on top of the issues
• Respond to credible critics • Update your online
• Form stronger partnerships presence often
with stakeholders • Be relevant to readers
• Encourage dissenting views
to build trust
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
38. Resource Intensity: How Much Does it Cost?
Social media tools require varying levels of time and money.
Generally, they adhere to the following spectrum:
Microblogging Online Video Crowdsourcing
Low Resource High Resource
Intensity Intensity
Blogging Wikis
Virtual
Social Networks
Worlds/Games
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
39. Social Media Challenges and Solutions
Challenges Solutions
Disarm through rapid, personal
1. Critics and activists organize easier response; engage early to
understand concerns
Guide and participate in
2. Losing control of the conversation
conversation; cultivate advocates
3. Conversation is permanent and
So is your conversation!
widespread
Social media tools can distill
4. Too many voices
voices into trends
Social media is inexpensive to
5. Development cost is high maintain, and brings
efficiency and scale to engagement
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
40. Social media in practice
4. Social media
in practice:
2. Social 3. Frameworks
1. Define social media for using social • Risk management
media technologies media • CSR reporting
• Branding
• Innovation
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
41. How does social media enhance risk management?
Social
Risk Mgmt
Media
Tactics
Strengths
● Monitor reputation and issues in real-time
● Regain some control of the conversation
● Engage where critics are organizing
● Capitalize on viral information distribution
● Move from reactive to proactive
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
42. Case Example: jetBlue CEO Apology on YouTube
JetBlue’s CEO David Neeleman apologized to jetBlue customers
following 1000+ flight cancellations around Valentine’s Day 2007.
354,471 views
Source: http://www.youtube.com/watch?v=-r_PIg7EAUw
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
43. Best Social Media Technologies for
Risk Management
Proven Potential Weak
Blogs Online video Crowdsourcing Social networks
Microblogs Interactive Wikis
games
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
44. Risk Management Best Practices
● Determine your strategy for monitoring your online
reputation … but don’t forget about the offline world
● Respond quickly and through the appropriate
channels … but don’t sacrifice quality or alignment
with corporate strategy
● Be transparent and authentic in your responses …
but remember the potential for your shared
information to spread and be long-lasting
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
45. How does social media enhance CSR reporting?
CSR Social
Reporting Media
Efforts Strengths
● Bring CSR reporting issues to life
● Solicit feedback on CSR challenges
● Address readers’ short attention spans
● Reach a broader audience
● Connect disparate information and resources
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
46. Case Example: Timberland’s Justmeans CSR
Reporting
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
47. Best Social Media Technologies for
CSR Reporting
Proven Potential Weak
Blogs Online video Microblogs Crowdsourcing
Social networks Interactive Wikis
games
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
48. CSR Reporting Best Practices
● Use social media to make your CSR reporting more
accessible and engaging for existing stakeholders…
but don’t ignore the potential to reach a much larger
audience
● Make information consumable for those with short
attention spans … but don’t water it down too much
● Encourage comments and feedback … but be
prepared for criticism
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
49. How does social media enhance CSR branding
efforts?
CSR Social
Branding Media
Goals Strengths
• Generate mass awareness
• Engage, educate and empower
• Build relationship with consumer
• Reach niche consumer segments
• Manage consumer perception of brand
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
50. Best Social Media Technologies for
Branding
Proven Potential
Blogs Online video Crowdsourcing Wikis
Social media has
exceptionally high
Microblogs Interactive Social networks branding potential
games
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
51. Case Example: Häagen-Dazs Loves Honey Bees
Häagen-Dazs connects cause marketing, corporate
strategy and branding through viral online video
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
52. CSR Branding Best Practices
● Avoid making your social media presence just a sales
pitch … but leverage consumers’ strong passion for
sustainability
● Use social media to join (and shape) the conversation
about your brand … but recognize that, ultimately,
consumers own the brand
● Be consistent with social media CSR communications
- across multiple platforms and with other corporate
social media campaigns … but don’t feel like you
have to do everything
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
53. How does social media enhance sustainable
innovation efforts?
Social
Innovation
Media
Goals
Strengths
• Spread development tasks over many individuals
• Get deep and broad consumer insights
• Build a fully-interactive partnership with end-users
• Leverage a potentially unlimited number of experiences and views
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
54. Best Social Media Technologies for
Innovation
Proven Potential Weak
Crowdsourcing Wikis Social networks Online video
Microblogs Blogs Interactive
games
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
55. Case Example: MyStarbucksIdea.com
Starbucks leverages the collective intelligence of its customers to
generate new product and operational ideas
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
56. Case Example: MyStarbucksIdea.com
Starbucks takes uses customer feedback to
foster product and CSR innovations
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
57. Fostering Innovation Best Practices
● Use “the crowd’s” wealth of opinions and
perspectives … but be aware that many contributions
will not be relevant or valuable to your business
● Engage with all participants … but be sure to reward
the most valuable contributors and communicate
progress on their ideas
● All of us are smarter than any one of us…but only
when “all of us” are somewhat qualified to address
the challenge at hand
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
58. Social Media for Good – Key Insights
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu)
or Jeff Shah (jeff_shah@mba.berkeley.edu)
59. Key Insight #1
Social media has an interesting relationship
with message control – it can both enhance
and weaken it. Sometimes weaker message
control can mean stronger credibility and
greater participation from stakeholders.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
60. Key Insight #2
Social media can be a low cost, high reach, value-
generating platform for engaging with
stakeholders and generating real business value.
But remember, not all social media technologies
are cheap replacements for offline business
processes.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
61. Key Insight #3
Social media leverages collective intelligence to raise,
discuss and solve sustainability challenges. And,
often, the “crowd” – as a whole – can help accomplish
more than your organization can acting alone.
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
62. Key Insight #4
Social media for sustainability issues succeeds
best when aligned and integrated with corporate
strategy.
Marketing & Competitive
Sales Positioning
CSR Web Presence
For more information, contact Erik Kiewiet de Jonge (erik_kiewiet@mba.berkeley.edu) or Jeff
Shah (jeff_shah@mba.berkeley.edu)
63. Acknowledgements
For their support on this project. Special thanks
to Professor Kellie McElhaney and CRB Director
Jo Mackness.
For sponsoring the consulting engagement that
resulted in this presentation. Special thanks to
Michael Sadowski, Alex Hammer and Katie Fry
Hester.
64. About the authors
Erik Kiewiet de Jonge Jeff Shah
Haas MBA Candidate 2010 Haas MBA 2009
● Background in management consulting ● Background in marketing and sustainability
erik_kiewiet@mba.berkeley.edu jeff_shah@mba.berkeley.edu