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How Do You Create Competitive Advantage Using Social Media

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How Do You Create Competitive Advantage Using Social Media

  1. 1. <ul><li>How do you create competitive advantage with your company and clients? </li></ul>SocioBranding Socialnomics. New York, Wiley & Sons.· “ Using Social Media as a Business Process”, Jim Stiles, bluecusa. com http://www. bluecusa. ... Social Media
  2. 2. Social Media <ul><li>Agenda </li></ul><ul><li>Social revolution – video </li></ul><ul><li>What determines competitive advantage? </li></ul><ul><li>Society of Marketing and Professional Services - White Paper </li></ul><ul><li>Social Media – How does it fit? </li></ul><ul><li>Case Study HOK, Best Practices </li></ul><ul><li>How do we create competitive advantage? </li></ul>How do you create a competitive advantage with your company and clients?
  3. 3. Social Media <ul><li>http:// www.youtube.com/watch?v =sIFYPQjYhv8 </li></ul>Click on the image above to play
  4. 4. How do you drive your Business in the Construction Industry?
  5. 5. How do you drive your Business in the Construction Industry?
  6. 6. How do you drive your Business in the Construction Industry? It’s about what you do. People talking to people..talking to people.
  7. 7. ScanSource, Inc.
  8. 8. White Paper Social Networking for Competitive Advantage How professional services firms differentiate themselves to win work, recruit, and retain talent Regina M. Connell Barbara D. Shuck, FSMPS, CPSM Marion Thatch, FSMPS, CPSM July 2009 The content in this White Paper applies primarily to the following SMPS Domains of Practice: Domain 1: Marketing Research Domain 2: Strategic/Business/Marketing Planning Domain 3: Client and Business Development Domain 5: Promotional Activity
  9. 9. How Do Firms Use Social Networking? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch Marketing Professionals are using social media
  10. 10. What Social Networking Tools Are Used? What sites are you using? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
  11. 11. What Prevents Firms from Using Social Media? What are your concerns about social media in your company? SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
  12. 12. What social networking sites are being used? 40% of respondents used social networking for recruiting SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
  13. 13. The Power of Social Media Power
  14. 14. ScanSource, Inc. How long does it take to get news?
  15. 15. More than 100 Million videos played daily 100,000 New videos added
  16. 16. 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million
  17. 17. 21+ Million (+187% Growth in 2008) 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million
  18. 18. 21+ Million (+187% Growth in 2008) 1+ Million Joining Monthly 2008 Revenue: $75-$100 Million
  19. 19. 15-20+ Million Unique Users (U.S.) 1,882% Growth
  20. 20. Exponential Growth in Communication 4,300 43,860 @BillPaolillo @JenTurner @themarketer @RonWorth @GC @architect @engineer
  21. 21. How Does Social Media Fit?
  22. 23. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Wide Net = Interrupt Messaging
  23. 24. Prospects using search tools for info Experts on Social Media platforms Customer habits changing Our techniques must change MUCH better than interrupting! Be Where They Want, When They Want
  24. 25. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. ScanSource, Inc. Whose Responsibility is Social Media?
  25. 26. ScanSource, Inc. Look Overwhelming? Custom mix for your company Where are your partners communicating?
  26. 27. ScanSource, Inc. Where to Start?
  27. 28. Case Study: HOK <ul><li>Social Media applications serve as indirect marketing , recruitment and retention tools </li></ul><ul><li>In 2008, HOK’s launched it’s “Blue Ocean Idea Board, which solicits entrepreneurial ideas from employees </li></ul><ul><li>Corporate communications manages HOK Network including: </li></ul><ul><ul><li>HOK Careers Facebook Page </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr photo </li></ul></ul><ul><ul><li>LinkedIn firm profile </li></ul></ul><ul><ul><li>Del.iciou.us </li></ul></ul><ul><ul><li>VisualCV and, </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>BLOG </li></ul><ul><ul><li>Goal ↑ recruitment and retention </li></ul></ul><ul><ul><li>March 2009 43,000 visits, & 120,000 page views </li></ul></ul><ul><ul><li>Visitors from 60 countries since launch in 2008 </li></ul></ul>
  28. 36. HOK Best Practices <ul><li>Corporate team wrote the “blogger manifesto” </li></ul><ul><ul><li>Outlines etiquette and confidentiality </li></ul></ul><ul><ul><ul><li>Client confidentiality </li></ul></ul></ul><ul><ul><ul><li>Professionalism </li></ul></ul></ul><ul><ul><ul><li>Mutual respect </li></ul></ul></ul><ul><ul><ul><li>Good taste </li></ul></ul></ul><ul><ul><ul><li>Recruiting is marketing and marketing is recruiting </li></ul></ul></ul><ul><li>Corporate communications staff </li></ul><ul><ul><li>Small staff of 4 managing online social network </li></ul></ul>
  29. 37. The Customer is in Charge What Happens in Vegas… • Fish Bowl • Evaluate • How you run your business becomes your marketing campaign.
  30. 38. The Customer is in Charge! (Fix your website) 80% of Decision Makers and 75% of Contributors believe THEY found their Solution Provider! 25% Solution Provider found us 75% We found Solution Provider 20% Solution Provider found us 80% We found Solution Provider
  31. 39. If you do nothing, do this… <ul><li>Monitor and stay up to date on Social Media </li></ul><ul><li>Monitor your online reputation </li></ul><ul><li>Establish employee policies </li></ul><ul><li>Train employees </li></ul><ul><li>Update your website and social media accounts </li></ul>
  32. 40. How do you create competitive advantage? <ul><li>Social media is the new inbox </li></ul><ul><li>Social Media enables a two way conversation </li></ul><ul><li>Clients are looking for recommendations </li></ul><ul><li>Consumers want to take ownership of your brand and brag about your products and services, let them </li></ul>
  33. 41. THANK YOU William Paolillo, 917-423-5653 [email_address] Jennifer Turner, 516-808-3826 webtique@yahoo.com @webtique
  34. 42. <ul><li>Ayers, Phoebe, Charles Matthews, Ben Yates. How Wikipedia Works: and how you can be a part of it . California: No Starch Press, Inc., 2008. </li></ul><ul><li>Blood, Rebecca. We’ve Got Blog, Massachusetts: Perseus Publishing, 2002. </li></ul><ul><li>Burrows, Terry. Blogs, Wikis, MySpace and More. Illinois: Chicago Review Press, Inc., 2007. </li></ul><ul><li>Bruns, Axel. Blogs, Wikipedia, Second Life, and beyond: from production to produsage . New York: Peter Lang Publishing, Inc., 2009 </li></ul><ul><li>Connell, Regina M.; Shuck, Barbara D.; Thatch, Marion (2009). Social Networking for Competitive Advantage (SMPS Foundation White Paper). New York, NY: SMPS Foundation. </li></ul><ul><li>Fitton, Laura, Michael E. Gruen, Leslie Poston. Twitter for Dummies . New Jersey: Wiley Publishing, Inc., 2009. </li></ul><ul><li>Gardner, Susannah. Buzz Marketing with Blogs for Dummies . New Jersey: Wiley Publishing, Inc., 2005. </li></ul><ul><li>Hall, Robert E. Digital Dealing . New York: W.W. Norton & Company, Inc., 2001 </li></ul><ul><li>Israel, Shel. Twitterville . New York: Penguin Group, 2009. </li></ul><ul><li>McFedries, Paul. Twitter Tips, Tricks, and Tweets . Indiana: Wiley Publishing, 2009. </li></ul><ul><li>Mezrich, Ben. Accidental Billionaires . New York: Doubleday, 2009. </li></ul><ul><li>Micek, Deborah, Warren Whitlock. Twitter Revolution: How social media and mobile marketing is changing the way we do business & market online . Nevada: Xeno Press, 2008. </li></ul><ul><li>Qualman, Erik. Socialnomics . New Jersey: John Wiley & Sons, 2009 </li></ul><ul><li>Sahlin, Doug, C. Botello. YouTube for Dummies . New Jersey: Wiley Publishing, Inc., 2007. </li></ul><ul><li>Schwartz, Evan I. Webonomics . New York: Broadway Books, 1997. </li></ul><ul><li>http://www.mashme.info/ </li></ul>Appendix
  35. 43. To view the interactive page go to: http://www.mashme.info/

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