how do you create competitive advantage using social media
TRANSCRIPT
How do you create competitive advantage with your company and clients?How do you create competitive advantage with your company and clients?
SocioBranding Socialnomics. New York, Wiley & Sons.· “ Using Social Media as a Business Process”, Jim Stiles, bluecusa. com http://www. bluecusa. ...
Social Media
Agenda • Social revolution – video• What determines competitive advantage?• Society of Marketing and Professional Services - White Paper• Social Media – How does it fit?• Case Study HOK, Best Practices• How do we create competitive advantage?
How do you create a competitive advantage with your company and clients?
Social Media
http://www.youtube.com/watch?v=sIFYPQjYhv8 Click on the image above to play
How do you drive your Business in the Construction Industry?
How do you drive your Business in the Construction Industry?
How do you drive your Business in the Construction Industry?
It’s about what you do.People talking to people..talking to people.
ScanSource, Inc.
White Paper Social Networking for Competitive
Advantage How professional services firms differentiate themselves to win
work, recruit, and retain talent Regina M. Connell Barbara D. Shuck, FSMPS, CPSM
Marion Thatch, FSMPS, CPSM July 2009
The content in this White Paper applies primarily to the following SMPS Domains of
Practice: Domain 1: Marketing Research
Domain 2: Strategic/Business/Marketing Planning Domain 3: Client and Business Development
Domain 5: Promotional Activity
How Do Firms Use Social Networking?
Marketing Professionals are using social media
SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
What Social Networking Tools Are Used?
What sites are you using?What sites are you using?SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009,
www.smps.org/foundresearch
What Prevents Firms from Using Social Media?
What are your concerns about social media in your company?
SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
What social networking sites are being used?
40% of respondents used social networking for recruiting
SMPS Foundation, White Paper, “Social Networking for Competitive Advantage,” July 2009, www.smps.org/foundresearch
The Power of Social MediaPower
ScanSource, Inc.
How long does it take to get news?
More than 100 Million videos played daily100,000 New videos added
21+ Million (+187% Growth in 2008)1+ Million Joining Monthly2008 Revenue: $75-$100 Million
21+ Million (+187% Growth in 2008)1+ Million Joining Monthly2008 Revenue: $75-$100 Million
21+ Million (+187% Growth in 2008)
21+ Million (+187% Growth in 2008)1+ Million Joining Monthly2008 Revenue: $75-$100 Million
21+ Million (+187% Growth in 2008)1+ Million Joining Monthly2008 Revenue: $75-$100 Million
15-20+ Million Unique Users (U.S.)1,882% Growth
Exponential Growth in Communication
4,300 43,860
@BillPaolillo
@JenTurner
@themarketer
@RonWorth@GC
@architect
@engineer
How Does Social Media Fit?
ScanSource, Inc.
Wide Net = Interrupt Messaging
Prospects using search tools for infoExperts on Social Media platforms
Customer habits changingOur techniques must change
MUCH better than interrupting!
Be Where They Want, When They Want
ScanSource, Inc.
Whose Responsibility is Social Media?
ScanSource, Inc.
Look Overwhelming?
Custom mix for your companyWhere are your partners
communicating?
ScanSource, Inc.
Where to Start?
Case Study: HOK• Social Media applications serve as indirect marketing,
recruitment and retention tools• In 2008, HOK’s launched it’s “Blue Ocean Idea Board, which solicits
entrepreneurial ideas from employees• Corporate communications manages HOK Network including:
• HOK Careers Facebook Page • YouTube• Flickr photo• LinkedIn firm profile• Del.iciou.us• VisualCV and,• Twitter
• BLOG• Goal↑recruitment and retention• March 2009 43,000 visits, & 120,000 page views • Visitors from 60 countries since launch in 2008
HOK Best Practices
• Corporate team wrote the “blogger manifesto” •Outlines etiquette and confidentiality
• Client confidentiality• Professionalism• Mutual respect• Good taste• Recruiting is marketing and marketing is recruiting
• Corporate communications staff•Small staff of 4 managing online social network
The Customer is in Charge
What Happens in Vegas…• Fish Bowl• Evaluate• How you run your business becomes your marketing campaign.
The Customer is in Charge! (Fix your website)
80% of Decision Makers 80% of Decision Makers and 75% of Contributors and 75% of Contributors believe THEY found their believe THEY found their Solution Provider!Solution Provider!
25% Solution Provider found us 75% We found Solution Provider75% We found Solution Provider
20% Solution Provider found us 80% We found Solution Provider80% We found Solution Provider
If you do nothing, do this…
• Monitor and stay up to date on Social Media• Monitor your online reputation• Establish employee policies• Train employees• Update your website and social media accounts
How do you create competitive advantage?
•Social media is the new inbox•Social Media enables a two way
conversation•Clients are looking for recommendations•Consumers want to take ownership of
your brand and brag about your products and services, let them
Ayers, Phoebe, Charles Matthews, Ben Yates. How Wikipedia Works: and how you can be a part of it. California: No Starch Press, Inc., 2008.
Blood, Rebecca. We’ve Got Blog, Massachusetts: Perseus Publishing, 2002.
Burrows, Terry. Blogs, Wikis, MySpace and More. Illinois: Chicago Review Press, Inc., 2007.
Bruns, Axel. Blogs, Wikipedia, Second Life, and beyond: from production to produsage. New York: Peter Lang Publishing, Inc., 2009
Connell, Regina M.; Shuck, Barbara D.; Thatch, Marion (2009). Social Networking for Competitive Advantage (SMPS Foundation White Paper). New York, NY:
SMPS Foundation.
Fitton, Laura, Michael E. Gruen, Leslie Poston. Twitter for Dummies. New Jersey: Wiley Publishing, Inc., 2009.
Gardner, Susannah. Buzz Marketing with Blogs for Dummies. New Jersey: Wiley Publishing, Inc., 2005.
Hall, Robert E. Digital Dealing. New York: W.W. Norton & Company, Inc., 2001
Israel, Shel. Twitterville. New York: Penguin Group, 2009.
McFedries, Paul. Twitter Tips, Tricks, and Tweets. Indiana: Wiley Publishing, 2009.
Mezrich, Ben. Accidental Billionaires. New York: Doubleday, 2009.
Micek, Deborah, Warren Whitlock. Twitter Revolution: How social media and mobile marketing is changing the way we do business & market online. Nevada: Xeno
Press, 2008.
Qualman, Erik. Socialnomics. New Jersey: John Wiley & Sons, 2009
Sahlin, Doug, C. Botello. YouTube for Dummies. New Jersey: Wiley Publishing, Inc., 2007.
Schwartz, Evan I. Webonomics. New York: Broadway Books, 1997.
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Appendix
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