facebook comes of age?
DESCRIPTION
Presentation at Facebook in North West conference, 27 July 2011TRANSCRIPT
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Facebook Comes of Age?
Martin Thomas @crowdsurfing
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A Market Matures
o From gimmicks to game changers
o From technological hype to organisational & cultural change
Gartner H
ype Cycle
46% of UK Facebook users have thought about leaving network & user numbers dropped by 100,000 May-Jun (Marketing, Jun 11)
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A Few Statistics
61% of UK adults use social media (Lansons Jun 11)
30% of Facebook users are 55+ (YouGov Jul 11)
62% of people consult online communities before buying
60% of Facebook users access site more than once a day (YouGov Jul 11)
(Havas Media (Mar 2011)
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Growing Specialisation
“as social networks mature the individual platforms are beginning to demonstrate their core strengths & UK consumers are increasingly differentiating them” YouGov (Jul 11)
Strength or Weakness?
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The Real Social Media Effect
o Driving new behaviours & expectations
“Amplifying Volume of Moaning”
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The Real Social Media Effect
o Driving new behaviours & expectations
“Customer service expectations are not set by what your competitors are doing but by anyone” General Manager, Customer Services, O2
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The Real Social Media Effect
o Driving new behaviours & expectations Dramatizing institutions’ structural, operational
& cultural weaknesses
Connected Consumer meets Disconnected CorporationConnected Consumer meets Disconnected Corporation
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“Digital communications is a destabilizing force in a bureaucratic environment. And I am sitting right in the middle of a bureaucratic environment.’”Senior corporate communications director
“We’re not set up for this shit”UK CEO
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Thriving by Loosening Up
o Operational & cultural traits of successful organisations
TrustingOpenAgileInformal Collaborative
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Tight Thinkers Need Not Apply
o Organisations & people that struggle with this new worldHierarchicalBureaucraticProcess orientedDistrustful
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1. Trusting
o Bedrock of strong internal cultureo Allows shared responsibility & real time
decision making
The best company rulebook ever written?
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Nordstrom Revisited
“Prescriptive rules have the effect of infantilising staff & make it harder for them to adapt to different situations. This goes as much for digital communications as for selling socks … Like the Nordstrom handbook we’re trusting staff to follow the spirit, not just the letter, of our guidelines”Meg Pickard, writing about The Guardian’s new social media guidelines, November 2010
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How to Build an Empire
“Presumed Competence”
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2. Open
o Transparency & honesty non negotiable
Capable of transforming reputations
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Openness is …
o Being transparento Engaging critics & embracing criticism o Encouraging real conversations with people
inside & outside the organisation
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3. Agile
o Ability to improvise & operate in close to real time & to act on real time information
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4. Informal
o Being willing to show a human face & a personality
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Authenticity More Important Than Production Values
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5. Collaborative
o Tapping into spirit of collective self expression
o Leveraging people’s willingness to shape service & product offers
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Numbers are Compelling
o 70% 70% of companies regularly create value through use of web-based communities
o Using customer communities to solve customer problems costs 10% 10% of traditional call centres
* McKinsey 2010
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Communities already exist
... think about how you can help that
community do what it wants to do.
Mark Zuckerberg, founder
& CEO of Facebook
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Engaging a Community
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The Power of Communities
Create Content
Solve Problems
Collaborate
Contribute Ideas
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Thriving by Loosening Up
TrustingOpenAgileInformal Collaborative
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@crowdsurfing
Get your organisation & culture right … &
Facebook will look after itself