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www.conference-board.org Conference KeyNotes The 2009 Social Media Seminars

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www.conference-board.org

Conference KeyNotes

The 2009 Social Media Seminars

© 2010 The Conference Board, Inc.2 www.conference-board.org

Today’s Agenda

Introductions by Lois Kelly

Excerpts from: Leveraging Social Media for Better Business Results, by Cory Edwards

The Evolution

Built to Last

Excerpts from: The Facebook Era: Transforming Customers and Employees into Partners by Clara Shih

The Facebook Era

The New Norm: Sharing

Word of Mouth

Evolving Social Media Interest at

Symantec

3

2003 2005 2007 2009

Skepticism

Irrational

Exuberance

Personal

Involvement

Acceptance

Social Media….a Bubble?

4

Built to Last

• Guidelines & Policies

– Work with HR & Legal to institute a formal social media policy

• Education & Trainings

– Dedicated Intranet site for furthering awareness

– On-demand training program including certification process

• Research & Audits

– Evaluate grassroots and formalized efforts regularly

– Competitive audits

– Formal & informal audience research

• Ensure objectives-based approach

5

Keeping Efforts Objectives-Based

6

• Who is your target audience?

• Where do they reside on the social web?

• What is your goal? / What do you want to accomplish with this audience?

• Who ultimately owns the initiative?

• How will you measure success?

Good Example Bad Example

Sales and Marketing in the Facebook EraPreparing for a new kind of customer relationship

Clara Shih

Author, The Facebook Era and CEO, Hearsay Labs

http://thefacebookera.com

“The Facebook Era recognizes that we’ve come to a place where people can represent their real identity—and use the social filters on the Web to connect with the world around them.” —Sheryl SandbergChief Operating Officer, Facebook

TheFacebookEra.com

Welcome to The Facebook Era

On Facebook alone . . .

Over 250M active users

3 billion minutes spent each day

1M developers from 180 countries

is email dead?

TheFacebookEra.com

Trusted online identity is here

Photos and interests

Demographic info

Employer, school, city

Friends

Socially acceptable to share

TheFacebookEra.com

Recalculating Customer Lifetime Value (CLV)

CLV new = CLVold

+ Level of influence x Size of network

11 www.conference-board.org © 2010 The Conference Board, Inc.

Putting the Webcast to Work

1. Are we adequately monitoring what’s being said about our

organization across the entire social media landscape?

2. Do we have the right people, resources and policies in

place to appropriately “join the conversation” in a way that

supports our business objectives and protects our brand?

3. Do we have a thorough understanding of the ideal use of

social media in a crisis situation across our stakeholder

groups– internally with employees and externally with

shareholders?

© 2010 The Conference Board, Inc.12 www.conference-board.org

Lois Kelly, a partner in Beeline Labs, consults, teaches and

speaks about how to achieve business goals faster by humanizing business

and adopting Web 2.0 social media strategies. Her clients include FedEx,

Monster, Dunkin’ Donuts, Intuit, Microsoft. Sapient, TJX and Sun

Microsystems. Her book, Beyond Buzz: The Next Generation of Word of

Mouth Marketing has been praised for helping people understand how to

move from a “talk at” to a “talk with” world, and has been awarded numerous

awards, including the 2008 gold prize in the Axiom/Inc Magazine business

book awards and finalist in the 2008 Berry-American Marketing Association

Book Awards. In the late 1980s Lois helped some of the most famous high

tech companies go from geek squads to global business leaders. In the

1990s, she was a dot com pioneer, co-founding an interactive agency

acquired by a major communications conglomerate. In the mid 2000’s Lois

shifted her attention to helping companies find value in word of mouth

marketing and social media. Her personal mission statement is

“Communications can change the world.” She is a graduate of the University

of New Hampshire and Harvard University. Lois is a sought after speaker on

marketing, strategic communications and social media innovation, blending

“how to” advice with inspiring people to see possibilities, face down their

fears, and innovate. She blogs at Bloghound, tweets under @LoisKelly, and

shares her presentations at SlideShare: http://www.slideshare.net/Foghound

Moderator:

© 2010 The Conference Board, Inc.13 www.conference-board.org

Panelist: Cory Edwards is global social media strategist at

Symantec where he leads its corporate external social media

initiatives including strategy and guideline development and

customer interaction. He directed the company’s

implementation of a social media framework to help the

company and its employees engage more effectively with

customers using the socially evolved World Wide Web and its

communities. He currently chairs the company’s cross-

functional Social Media Advisory Group responsible for

ensuring coordinated social media efforts for the company and

its products. Previously, Cory worked as a senior manager of

corporate communications providing public relations support for

Symantec’s products, mergers & acquisitions, and alliance &

partner activities. In 2005 Cory was appointed as

communications project manager for the largest announced

software merger in history – Symantec’s $13.5 billion

acquisition of Veritas Software.

© 2010 The Conference Board, Inc.14 www.conference-board.org

Clara Shih is founder and CEO of Hearsay Labs, which

provides software to help companies securely manage and measure their

presence across Facebook, Twitter, and other social media. In 2007, Clara

created the first business application on Facebook with her Faceconnector

application, which integrates Facebook and Salesforce CRM. She is author

of the newly released bestseller, The Facebook Era: Tapping Online Social

Networks to Build Better Products, Reach New Audiences, and Sell More

Stuff about Facebook and Twitter for business, which has been featured in

The New York Times, Fast Company, CRM Magazine, and is being used

as a textbook at Harvard Business School. Previously, Clara was a

marketing and alliances executive at salesforce.com, where she led the

company's social networking initiatives. Clara has also worked in corporate

strategy and software development at Google and Microsoft. Clara has a

BS in computer science and economics and MS in computer science from

Stanford University, as well as a MS in internet studies from Oxford, where

she studied as a US Marshall Scholar. She is a frequently invited keynote

speaker on social media at global conferences including AlwaysOn, Web

2.0 Expo, Enterprise 2.0, CRM Evolution, Direct Marketing Association,

American Marketing Association, Toronto TechWeek, and Social Ad

Summit. Clara blogs at http://thefacebookera.com and Twitters as

@clarashih.

Panelist: