business club presentation 26th january, 2010
DESCRIPTION
The slides from the Social Media / Web 2.0 Overview session for Business Club ScotlandTRANSCRIPT
Agenda
What is it? Implications for my business?
How big is it?
Examples
Next Steps
Web 2.0 / Social Media
An Overview
» Applications» Features and Characteristics
» Implications
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikibusiness
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
Business Implications
Three Simple Questions
Who are our customers?
Where do they hang out in social media?
How can we best engage with and energise them?
Where on the Net
Where do I find my tribe, online?
– Religious Book Seller: Christians, Faith Groups
– Football Memorabilia Company: Football Fans, Collectors
– Construction Company: Construction Buyers
– Charity: People interested in Giving / Making a Difference
– NHS: People using our services
– Tourism Destination: New and Existing Visitors
– Brewer of Real Ale: Real Ale Aficianodos
Business Implications
Major impact on consumer behaviour, especially in information intense industries – ‘customer to customer’ reviews and recommendations
Declining effectiveness of traditional approaches to sales, marketing, brand promotion etc
New mindsets and new approaches required - Marketing as a ‘conversation with your customers, a conversation with your network’
New performance measures required
‘Power shift’ – Web 2.0 empowers customers, empowers the network
Business Implications
All revolutions have ‘winners’ and ‘losers’
‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation
Requires new performance measures – Quality of your network– Relationship strength– Ability to leverage
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
Impact
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and
Promote - Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
How Big Is It?
How Big Is It?
Time spent on social network sites is growing 3 times faster than the Net itself
Social media messages have replaced e-mail as the dominant form of e-communications
If Facebook was a country – it would be the 4th most populated in the world
93% of social media users think that companies should be actively engaged
How Big Is It?
13 hours– Amount of video uploaded on youtube every minute
412.3 years– Time to view all youtube videos
100,000,000– Number of youtube videos viewed every day
13,000,000– Number of articles on wikipedia
3,600.000,000– Number of images on flickr
How Big Is It?
1382%– Monthly growth of twitter
3,000,000– Average number of tweets per day
1,000,000,000– Amount of content shared on F/book every week
5,000,000– Number of active Barrack Obama supporters across 15
social networks
Relevant Examples
Creating a Buzz about..
KnittingFood Mixers
You can’t be serious!!
Providing New Ways… to Expand Your Markets
Turning International Marketing…
On Its Head
• About Us: I am a manufacturer of safety harnesses for
industrial use. My belay system is an innovative design
It ensures that users (injured or not) are returned to
ground safely.
• My target customers: Health & Safety Equipment
Resellers; Health & Safety Consultants; Health & Safety
Representatives
• My target industries: Utilities, Construction; Other
industries that require height work
Safety Harness Company
Safety Harness Company
Safety Harness Company
New Business Models…
Fashion Brands v Community Brands
Punching Above Your Weight…
New Ways… to Provide Support
New Ways to…
Enhance & Destroy Your Reputation
New Ways…To Build Your Web Presence
Or Build a Very Different Web Presence
Next Steps
Next Steps
Get Involved– Google Alerts, Linkedin, BT Tradespace
Attend a strategy workshop
Join – www.web2-0cpd.com – www.tourism2-0.co.uk
Ten Web 2.0/Social Media Tips
Social Media Tips
1. Mindset change
2. Response policy for review/recommendation sites
3. Get involved and learn more – the SM learning curve
4. Internal audit
5. External audit – your social media landscape
Social Media Tips
6. Social media strategy development and implementation
7. Align and integrate
8. Organisational, people aspects
9. KPIs and performance measurement
10. On-going dialogue and conversation
Response Policy
Monitor what is being said, where…. Thank them for taking the time to leave a review Highlight any positive aspects first Emphasis your customer centricity Atypical experience Apologize (if it’s a legitimate complaint) Your action on their feedback. How you address it Provide an offline channel for continuing the
conversation. Ask them to call or e-mail
Send strong message to readers…..
Social Media Development Cycle
Performance Measurement
Social Media Landscaping
Social Media Audit
Knowledge Transfer
Strategy Development
Organisational Development
Implementation
Current Activities• Engagement Review• Benchmarking
Feedback• 4Is Monitor• Project
Evaluation
Sustainability• Capability
Review• Skills
Development
Balanced Approach• Scorecard
Planning• Initiative Planning
Assess Opportunity• Mentions
Analysis• Channel Analysis
Key Initiatives• Media Services• Project Support
Engage and Upskill• Strategy
W/Shops• Practical
W/Shops
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SOCIAL MEDIA DEVELOPMENT CYCLE
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
Questions
Thank You