ceo guide to social media

Peter Baezapeter @infoaction.sewww.infoaction.se

CEO GUIDE TOSOCIAL MEDIA

You might have heard of

and a few more……….

Today’s session

So what is social media?

Depends on who you ask.

Not even experts agree on a single definition.

Fairly new, still a lot of ideas, huge reach, while still in it’s infancy!

Media where the consumer is an active participant

A broad definition of social media

Are you a native?

Fluent social media participants are (mostly) born digital, later than ~ 1982

Digital immigrants have an accent

- Print e-mails- Can imagine life without wikipedia- Don’t share

big players - summarySocial Networking: Founded 2004, +300 million users (~22% mobile) spending 8 billion minutes per day, +35 years and older group grows fastest, friends / fans / groups, +350,000 applications (+250 apps with +1 million users), +2 billion photos and +14 million videos uploaded per month.

Professional Networking: Founded 2003, +50 million users, 1 new user every second, relationships, corporate and alumni groups, recommendations, popular recruiting tool.

Microblogging: Founded 2006, tweets under 140 characters, +50 million users, 1,000% growth 2008-2009, 25 million tweets per day, many mobile users, tweets are public.

Video sharing: Founded 2005, 20 hours of video uploaded each minute, +100 million US viewers per month, +120 million videos.

Blogging software and site: Open Source Software, ~8 million hosted blogs, 200 million visitors per month.

Facebook facts (Nov 03, 2009)

In perspective: Only China and India have a larger population than Facebook

Social media impact!

Obama’s social media stats(2008 campaign)

+5 million friends / fans in 15 social networks

+20 million YouTube views

Raised 6.5 million USD from online donors

Can social media improve your campaigns?

bad examples

Be a part of the discussion before it’s too late. Give your honest version, and realize that censorship will make things much worse.

http://www.youtube.com/watch?v=5YGc4zOqozo

Good examples

Awakenings

2005: Dell Hell (Jeff Jarvis, The Buzz Machine Blog)

2006: Oops my Dell is on fire!

2009: Ranked no 2 in social media engagement

Dell Best Practices:- Be conversational from start- Make social media part of the job- Synchronize content across channels

Accept facts

"These conversations are going tooccur whether you like it or not, O.K.?Well, do you want to be part of that ornot?My argument is you absolutely do.You can learn from that. You canimprove your reaction time. And youcan be a better company by listeningand being involved in thatconversation."

Michael Dell in BusinessWeek, October 2007

With hard work, angry customers can be turned into loyal fans!

Short demo: Twitter Support

http://www.youtube.com/watch?v=N_Nxly0jlik

The power of ideas

Customer Ideas:- Creative / out-of-the-box- Promotion by votes- Implemented Ideas shows that you are listening!

Full-duplex

“Marketers don't understand channels where you have to talk and listen at the same time…….

……. The people in charge of talking are in themarketing department. The people in charge oflistening are in the research or service or salesdepartment. They hardly ever talk to each other, letalone have full-duplex conversations with customers.”

Josh Bernoff on http://blogs.forrester.com/groundswell

Social Media are Full-Duplex. You must be able to handle this!

The voice of your employees?

http://www.youtube.com/watch?v=xaNuE3DsJHM http://www.youtube.com/watch?v=ivjybzdXVmI

http://www.youtube.com/watch?v=a1iyN7Y-jJQ http://www.youtube.com/watch?v=V09_sFjvt50

Social media policies

Company do’s and dont’s online

Employee do’s and dont’s online

Others (customers, partners etc.) do’s and dont’s on company properties

Protects the company

Empowers employees

Alignment with existing policies

3 Great Social Media Policies to Steal Fromhttp://www.openforum.com/idea-hub/topics/technology/article/3-great-social-media-policies-to-steal-from-jennifer-van-grove-1

Relationship marketing 1.0

* Brown, S. (2000). The Three R’s of Relationship Marketing: Retroactive, Retrospective, Retrogressive. In T. Henning-Thurau & U. Hansen (Eds.). Relationship Marketing. Berlin: Springer

”… people en masse distrust marketing and marketers. … our ostentatious attempts to declare undying love, to get ever closer to the customer, … are immediately discounted … Customers start from a position akin to ’who is this lying and thieving bastard and why is he pretending to care for me’ …”*

Relationship marketing 2.0Honest multi-way sharing of information earns trust from customers.

Web 2.0 and social media are the channel but the message must be true, in tune and preferably fluent.

And remember: If you can’t stand the heat, get out of the kitchen!

Trust

90 % trust recommendations from people they know

70 % trust consumer opinions posted online

56 % trust advertising

With too much info - More and more choices are trust-based!

ShareOpen Source developers share code and ideas

Shared knowledge grows

Thoughts are shared in social networks

Sharing is much more than file-sharing

Willingness to share what’s interesting is a core value needed for social media success

But Information Hoarding is an ingrained behavior!

You must deal with values and existing behavior to succeed!

Key terms

Web 2.0APIMashupCloud

~3,200~4,000

~21,000

~20,000 ~ 11,000

~75,000

~5,000

~30,000

~5,000

~25,000

~9,000

~3,000~3,500

Enterprise Std

Enterprise Std

~4,000

~5,000

~2,900

Close the gap!

Contact Center

Companies IT-investmentsCustomers are here:

Community Sites

Getting started in 8 steps

1. Secure names (company name, trade names, executive names, product names etc.)

2. Create account / profile on LinkedIn and Facebook

3. Connect with at least 100 people

4. Create a Twitter account and find at least 10 industry people to follow

5. Find at least 10 industry blogs to follow

6. Listen

7. Form a strategy

8. Implement it – and keep listening….

Form a strategy

Define purpose

CRM, Reputation Management, Events, Sales & Promotion, Support etc.

Decide

Which networks

Who to follow

What to create

Who to enlist

How to engage

Sample strategyPurpose: Crisis Management

Networks: Twitter and blogs

Follow: Own brand, products and issues

Create: Explaining responses, direct to resources, updated information

Enlist: Partners

Engage: Raise issues, answer questions, respond rapidly, show concern

Connect with me

If you are an personal friend (and speak Swedish)

http://www.facebook.se/people/Peter-Baeza/681348141

If you have done or maybe will do business with me

http://se.linkedin.com/in/peterbaeza

http://twitter.com/peterbaeza

peter @infoaction.sewww.infoaction.se

Sources

3. Image: Damien Basile on Flickr; http://www.flickr.com/photos/damienbasile/

9. http://www.checkfacebook.com

14. ENGAGEMENTdb report, July 2009; http://www.engagementdb.com

21. Image: Stéphane Giner on Flickr; http://www.flickr.com/photos/stephaneginer/

23. Nielsen Global Online Consumer Survey, July 2009