george anders on making sense of social media
TRANSCRIPT
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Making Sense of Social Media
Wavelength R2 – 19 September 2012George Anders
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Our Arrival Quiz: What Did We Learn?
10 1
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Reshaping How We Stay Connected
What’s Familiar What’s New
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We Won’t Bring Social Media to Work Unless
• It Saves Time For Us• It Sharpens Our Job Performance• It Passes the “John Lewis Test” –
Winners Use It; Losers Don’t
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How Each Platform Rates
Digital Business Card and Address Book
X Your Nieces on Holiday
Useful If You Have the Time
Let’s Take a Closer Look
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Is Twitter at the John Lewis Tipping Point?
• Test Case: 2-Player Market • Relaunches Every 4 Years• 50.1% Market Share Is Crucial• Total Addressable Market: 300m People• Competitive Edges Are Fluid and Transient• Can Social Media Shape the Outcome?
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Romney Does Well in Traditional Homes
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But Obama Overwhelms in Social Media
Twitter followers (in millions) Facebook fans (in millions)
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It’s As If Romney Had Digital Laryngitis
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Making Obama Nearly Impossible To Catch
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Even If We Aren’t In Politics …• We Still Want to Win New Customers• Gather Market Intelligence• Raise the Esteem of Our Brand• Spread Our Most Important Opinions• Improve Our Recruiting Profile
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The Key Insight About Social Media
“You need to start the dialogue by contributing something useful to the community. Once you do that, everything else will work out quite nicely.”
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Step 1: Share Great Ideas
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Step 2: Pay Your Respects
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Step 3: Create Prized Listening Posts
• News: @BBCWorld; @NYTimes; @AJEnglish; @LeMondeFR; @BracknellNews
• Competitive Intelligence: @MobilePaymentsNews; @WorldEconomicForum; @TodayInTheSky;
• Business Strategy and Thought Leaders: @TheEconomist; @HarvardBiz; @LondonBSchool; @DanielPink, @AdieSimpson
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Step 4: Build Brand and Customer Rapport
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Step 5: Share Your Company’s Sparkle
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Step 6: Rally Support for Your Causes
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Step 7: Torment Your Enemies
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Summing Up:Social Media and the BRIC Countries
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