Social Media in the Enterprise


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Social media tools such as Blogs, Twitter, Facebook, etc... are excellent ways to help businesses increase brand awareness and enhance business value within the new media landscape. The challenge lies in determing which tools to use, and how to measure success. In this session, you will learn about the popular social media tools, and how they can be utilized within your business for maximum impact. Come away with the knowledge to separate the truth from the hype and make informed decisions around your social media strategy.

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Social Media in the Enterprise

  1. 1. Social Media in the Enterprise Increase brand awareness and enhance business value within the new media landscape
  2. 2. <ul><li>You don’t need a million customers… …you need the right 10,000 </li></ul><ul><ul><li>Chris Brogan </li></ul></ul><ul><ul><li>President | New Marketing Labs </li></ul></ul>
  3. 3. Social Media Landscape <ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Microblogs – Twitter </li></ul></ul><ul><ul><li>Social Networks – Facebook </li></ul></ul><ul><ul><li>Photo Sharing – Flickr </li></ul></ul><ul><ul><li>Video Sharing – YouTube </li></ul></ul><ul><ul><li>Bookmarking – </li></ul></ul><ul><ul><li>Relevancy – Digg </li></ul></ul><ul><ul><li>Listening </li></ul></ul>
  4. 4. Blogs <ul><li>As of April 2008, 78% of internet users read blogs, up from 66% </li></ul><ul><li>40+ million active blogs on the Internet </li></ul><ul><li>Bloggers are becoming mainstream news sources </li></ul><ul><ul><li>Huffington Post had 4.5 Million unique visitors in September 2008 </li></ul></ul>
  5. 5. Case Study: Direct2Dell <ul><li>Jeff Jarvis blogs negatively about Dell, coins phrase “Dell Hell” </li></ul><ul><li>Within 2 days, comments publicized by New York Times and Business Week </li></ul><ul><li>Dell responds by creating Direct 2 Dell </li></ul>
  6. 6. Microblog: Twitter <ul><li>4.5+ million users </li></ul><ul><li>Total Active Users: 200,000 per week </li></ul><ul><li>Total Twitter Messages: 3 million/day </li></ul><ul><li>Other Uses of Twitter: </li></ul><ul><ul><li>Live Discussion </li></ul></ul><ul><ul><li>Reinforce your brand </li></ul></ul><ul><ul><li>Promote Content </li></ul></ul><ul><ul><li>Speed linking </li></ul></ul><ul><ul><li>Content Syndication </li></ul></ul>
  7. 7. Case Study: @comcastcares <ul><li>Frank Eliason, a Comcast customer service representative, searched “Comcast” using Twitter search </li></ul><ul><li>Began responding to user complaints via Twitter </li></ul><ul><li>Has grown into one of the most effective customer service campaigns in social media </li></ul>
  8. 8. Social Network: Facebook <ul><li>120+ Million Users </li></ul><ul><li>Alexa Rank #2 </li></ul><ul><li>Facebook Groups </li></ul><ul><ul><li>Barack Obama 6.8 MM Members </li></ul></ul><ul><ul><li>National Rifle Association 25,118 Members </li></ul></ul><ul><ul><li>People Who Always Have To Spell Their Names For Other People 402,313 Members </li></ul></ul><ul><li>Facebook Applications </li></ul><ul><ul><li>American Cancer Society 3,000 Active Users </li></ul></ul><ul><ul><li>Pink Ribbon 308,602 Active Users </li></ul></ul><ul><ul><li>Top Friends 16,597,324 Active Users </li></ul></ul><ul><li>Photo Sharing </li></ul>
  9. 9. Case Study: Barack Obama <ul><li>Facebook </li></ul><ul><ul><li>6.8 Million Supporters </li></ul></ul><ul><ul><li>John McCain -518,000 supporters </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>2.5 million followers </li></ul></ul><ul><ul><li>392 updates </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>179,000 subscribers </li></ul></ul><ul><ul><li>22 million + views </li></ul></ul><ul><li> </li></ul><ul><ul><li>Social network </li></ul></ul><ul><ul><li>Once elected, switched from campaigning to social listening tool </li></ul></ul>
  10. 10. Video Sharing: YouTube <ul><li>YouTube is a video sharing website where users can upload, view and share video clips. </li></ul><ul><li>Serving 1 billion + video clips every day </li></ul><ul><li>Benefits of YouTube Marketing: </li></ul><ul><ul><li>Rising through the ranks </li></ul></ul><ul><ul><li>Spare your corporate site the bandwidth drain that comes with streaming video. </li></ul></ul><ul><ul><li>Create your own customer and channel base </li></ul></ul>
  11. 11. Case Study: Cadbury <ul><li>Eyebrows Ad – 5+ million views </li></ul><ul><li>Official Gorilla Ad – 4.1 million views </li></ul><ul><ul><li>Eclipse of the Heart Remix – 1.3 million views </li></ul></ul><ul><ul><li>Original Repost - 879,000+ views </li></ul></ul><ul><ul><li>Ad Spoof - 637,000+ views </li></ul></ul><ul><ul><li>Eastenders Remix 597,000+ views </li></ul></ul><ul><ul><li>X Factor Remix 494,000+ views </li></ul></ul><ul><ul><li>A Skillz Remix 388,000+ views </li></ul></ul><ul><ul><li>Deep Purple Remix 385,000+ views </li></ul></ul><ul><ul><li>Extended Mix 371,000+ views </li></ul></ul><ul><ul><li>Nirvana Remix 370,000+ views </li></ul></ul><ul><li>14 Million views and counting… </li></ul>
  12. 12. Photo Sharing: Flickr <ul><li>Currently hosting 3+ Billion images </li></ul><ul><li>Alexa Rank #30 </li></ul><ul><li>Access photo streams via RSS/Atom </li></ul><ul><li>Extend functionality via robust API </li></ul>
  13. 13. Social Bookmarking: <ul><li> allows users to submit, tag, save and share website and blog content </li></ul><ul><li>Folksonomy-based tagging </li></ul><ul><li>5+ million users </li></ul><ul><li>150+ million URLs bookmarked </li></ul>
  14. 14. Social Relevancy: Digg <ul><li>Digg is a website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. </li></ul><ul><li>2+ million users </li></ul><ul><li>Alexa Rank #293 </li></ul>
  15. 15. Collaborative Filtering: <ul><li>91% of US adults regularly or occasionally seek advice about products or services. </li></ul><ul><li>Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. </li></ul><ul><li>Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions. </li></ul>
  16. 16. Social Listening <ul><li>Social Listening helps you comprehensively understand social media conversations. </li></ul><ul><li>Where to Listen: </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Google Blog Search </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><li>Apps and Special Systems: </li></ul><ul><ul><li>Visible Technologies </li></ul></ul><ul><ul><li>Radian 6, DNA 13, & Spiral 16 </li></ul></ul>
  17. 17. Search-Based Feeds: Technorati <ul><li>Search Engine For Blogs </li></ul><ul><li>World “Live” Web </li></ul><ul><li>Over 175,000 new blogs every day </li></ul><ul><li>1.6 million posts per day </li></ul>
  18. 18. Crowdsourcing
  19. 19. NML Case Study: Project Dogfood <ul><li>Used collaboration platform to enable discussion within Inbound Marketing Summit community </li></ul><ul><li>Used social listening tools to find discussions already taking place </li></ul><ul><li>Built a more targeted, effective event through direct collaboration with the audience. </li></ul>
  20. 20. Case Study: Netflix Prize <ul><li>Netflix offered $1MM to anyone who could improve their recommendation engine by more than 10% </li></ul><ul><li>Several teams of developers came close, but none could hit the 10% percent mark </li></ul><ul><li>The prize was finally awarded when several teams combined to share ideas </li></ul>
  21. 21. <ul><li>Listen. Engage. Measure. Seems simple doesn’t it? </li></ul>
  22. 22. Why Social Media Campaigns Fail <ul><ul><li>No Strategy Don’t let unpaid interns run your social media campaign </li></ul></ul><ul><ul><li>Poor Listening Don’t tell customers what they want, ask them </li></ul></ul><ul><ul><li>Unreliable Content Speak to the needs of the target audience, and produce content regularly </li></ul></ul><ul><ul><li>Lack of Metrics Without qualitative results, you cannot measure success, and tweak your strategy accordingly </li></ul></ul>
  23. 23. Social Media Strategy <ul><ul><li>Define your target audience, and get an in-depth understanding of their problems and questions </li></ul></ul><ul><ul><li>Become a trusted source of information for your target audience </li></ul></ul><ul><ul><li>Build an online presence with relevant content </li></ul></ul><ul><ul><li>Make it easy to transition the client from learning from you to buying from you </li></ul></ul>
  24. 24. <ul><li>Social Media is not a trend. </li></ul><ul><li>It represents a fundamental change in the way companies reach their audiences. </li></ul>
  25. 25. NML Case Study: Citrix Online <ul><li>Strategy </li></ul><ul><ul><li>Launch as a group blog about remote working </li></ul></ul><ul><ul><li>Create Twitter and Facebook presences for product lines and train product teams on how to utilize best practices to properly engage </li></ul></ul><ul><ul><li>Develop and implement listening posts to enable product teams, customer service, and technical support to respond to customer issues in real-time. </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>Develop a group blog to reach out to prospects/customers without trying to sell them. </li></ul></ul><ul><ul><li>Establish social presences for all 7 product lines. </li></ul></ul><ul><ul><li>Enable product teams to customer issues faster. </li></ul></ul><ul><li>Results </li></ul><ul><ul><li> ranks in the top 100,000 blogs worldwide only 5 months after May 2009 launch. </li></ul></ul><ul><ul><li>Coining of the term “workshifting” which is now regularly used on blogs, Twitter, and Facebook to mean working from anywhere but an office environment. </li></ul></ul><ul><ul><li>All 7 product lines become able to respond immediately to issues through listening and having a social presence. </li></ul></ul>
  26. 26. NML Case Study: Sony <ul><li>Objectives </li></ul><ul><ul><li>Establish relationships with influential consumer elections decision makers within Social Media Community </li></ul></ul><ul><ul><li>Generate authentic reviews of new Sony Electronics digital products </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Research most influential decision makers within U.S .households </li></ul></ul><ul><ul><li>Developed DigiDad program, connecting with top Daddy Bloggers to evaluate new Sony gear for their community. </li></ul></ul><ul><ul><li>Ensure program meets WOMMA guidelines – with transparency & no pay for play coverage </li></ul></ul><ul><ul><li>Leverage interesting marketing community engagement with mainstream media for greater awareness </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Over 14,000 results in 2 weeks for Sony’s “DigiDads” in Google search results. </li></ul></ul><ul><ul><li>National Coverage of the program with Mainstream Media including The New York Times, AdAge, and Marketplace Public Radio </li></ul></ul><ul><ul><li>Accolades from Marketing community for innovation in Community Building and the development of Experiential Engagements </li></ul></ul>
  27. 27. NML Case Study: Fancast <ul><li>Objectives </li></ul><ul><ul><li>Grow awareness of Fancast as an online TV alternative to Hulu </li></ul></ul><ul><ul><li>Increase TV fan visits to site </li></ul></ul><ul><ul><li>Increase views of the video assets on </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Leverage Twitter to reach connected audience Fancast appeals to </li></ul></ul><ul><ul><li>Promote live chats with TV celebrities through new @FancastChat twitter account </li></ul></ul><ul><ul><li>Create weekly TV and Movie Trivia contest through @FancastTrivia Twitter Account </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Over 5,000 people attending chat events </li></ul></ul><ul><ul><li>Twitter followers growing to over 1,200 in less than 3 months </li></ul></ul><ul><ul><li>400% increase in referral traffic back to </li></ul></ul><ul><ul><li>Highlighted in article </li></ul></ul>
  28. 28. <ul><li> </li></ul><ul><li>TJ O’Connor </li></ul><ul><li>[email_address] </li></ul><ul><li>781.821.6631 • @tjoconnr • in/tjoconnr </li></ul>