Contact us +44(0)7717 714595 www.twintangibles.co.uk [email protected] The Social Media For Business: The Social Media For Business: What You Need to Know What You Need to Know Motherwell College KTH 25/5/11 twintangibles 2011
Jan 22, 2015
Contact us +44(0)7717 714595 www.twintangibles.co.uk [email protected]
The Social Media For Business:The Social Media For Business:What You Need to KnowWhat You Need to Know
Motherwell College KTH25/5/11
twintangibles 2011
AgendaAgenda
•• Some theorySome theory
–– Mindsets, Tribes, Long tails & ComplexityMindsets, Tribes, Long tails & Complexity
•• Some practiceSome practice
–– Lightning case studies and what you Lightning case studies and what you should doshould do
•• Q&AQ&A
Which Do You Know? Which Do You Know?
What is Social Media?What is Social Media?
““It is a mindset of sharing, collaboration It is a mindset of sharing, collaboration
and communication that is facilitated and communication that is facilitated
by technical tools that provide for by technical tools that provide for
many to many non mediated many to many non mediated
exchangeexchange””
It is increasingly pervasive, it canIt is increasingly pervasive, it can’’t t be ignored and it is affecting be ignored and it is affecting society, economy and culturesociety, economy and culture
TribesTribes
Demographics of SMDemographics of SM
The MindsetThe Mindset
•• DemocraticDemocratic•• InclusiveInclusive•• MutualityMutuality•• OpenOpen•• Reduced barriers to entryReduced barriers to entry•• Expectation of return non traditionalExpectation of return non traditional•• Challenges conventionChallenges convention•• Self regulatingSelf regulating•• IterativeIterative•• Deeply rootedDeeply rooted
What changes with Social What changes with Social
Media?Media?
Porters Value ChainPorters Value Chain
Porters Value Chain UpdatedPorters Value Chain Updated
http://en.wikipedia.org/wiki/File:Porter_Value_Chain.pnghttp://en.wikipedia.org/wiki/File:Porter_Value_Chain.png
Long Tail DistributionLong Tail Distribution
http://jargotrulli.wordpress.com/2011/05/18/leveraging-the-long-tail/
http://dwilkinsnh.wordpress.com/2009/03/15/social-learning-and-the-long-tail/
Complexity and how to respondComplexity and how to respond
CynefinCynefin Framework From Dave Snowden Framework From Dave Snowden www.cognitivewww.cognitive--edge.comedge.com
Case StudiesCase Studies
www.xplane.com/obamawww.xplane.com/obama
25% of all new products 25% of all new products from from
crowdsourcingcrowdsourcing
Innovate fasterInnovate faster
Increase 15% to 50% Increase 15% to 50% success rate of new success rate of new
productsproducts
Customer Service run Customer Service run by customersby customers
Participate in sales and Participate in sales and marketingmarketing
Only 16 people in teamOnly 16 people in team
International reachInternational reach
10% Equity for punks10% Equity for punks
Crowdsourced locationsCrowdsourced locations
So What Does This Mean?So What Does This Mean?
•• You are not in controlYou are not in control
•• This is disruptiveThis is disruptive
•• You need to be readyYou need to be ready
•• You will need to changeYou will need to change
•• Gardener not engineerGardener not engineer
•• Your Your ““tribestribes”” are an assetare an asset
•• Remember its inward facing too!Remember its inward facing too!
The Future of Advertising, APA, 17/02/09The Future of Advertising, APA, 17/02/09
The Future of Advertising, APA, 17/02/09The Future of Advertising, APA, 17/02/09
Assume the BehaviourAssume the Behaviour
•• ListenListen
•• Be socialBe social
•• Be generous Be generous
•• ConverseConverse
•• AcknowledgeAcknowledge
Tools Tools –– Choose WiselyChoose Wisely
Immediacy Immediacy –– referrerreferrer
Community building Community building –– B2CB2C
Introductions Introductions -- networkingnetworking
Thought leader Thought leader -- SEOSEO
What do you need to do?What do you need to do?
•• Why are you doing this?Why are you doing this?
•• Are you ready?Are you ready?
•• How can you resource this?How can you resource this?
•• Who will do this?Who will do this?
•• What are your targets?What are your targets?
•• How will you monitor this?How will you monitor this?
Action PlanAction Plan
Audit & EvaluateAudit & Evaluate
IntentIntent
ResourceResource
TargetsTargets
Choose Choose ChannelsChannels
EngageEngage
MonitorMonitor
ListenListen
Social Media Consultancy and Research
•• Strategic Advice Strategic Advice
•• Strategy DevelopmentStrategy Development
•• ResearchResearch
•• Social Media ManagementSocial Media Management
•• Social Media AuditSocial Media Audit
•• MonitoringMonitoring
•• Sectoral AnalysisSectoral Analysis
•• TrainingTraining
Helping you get value from Social MediaHelping you get value from Social Media
••11 Cities including LA, Moscow, Milan, Rio, Glasgow11 Cities including LA, Moscow, Milan, Rio, Glasgow
••More than 30 Events in Glasgow aloneMore than 30 Events in Glasgow alone
••3.5 Million SM impressions, 200,000 attendees3.5 Million SM impressions, 200,000 attendees
••Opportunities for global visibilityOpportunities for global visibility
••@SMWGLASGOW@SMWGLASGOW••http://http://socialmediaweek.org/glasgowsocialmediaweek.org/glasgow
Social Media Unleashed 2Social Media Unleashed 2
•• 99thth June 2011 : 4.30pm June 2011 : 4.30pm –– 8pm8pm
•• The Lighthouse, GlasgowThe Lighthouse, Glasgow
•• Crowdsourcing & CrowdfundingCrowdsourcing & Crowdfunding
•• DELL, McClure DELL, McClure NaismithNaismith
•• FreeFree
•• Register at Register at www.twintangibles.co.uk/eventswww.twintangibles.co.uk/events
www.twintangibles.co.ukwww.twintangibles.co.uk
[email protected]@twintangibles.co.uk
@twintangibles@twintangibles
Tim WrightTim Wright07717 714 59507717 714 595
Contact us +44(0)7717 714 595 www.twintangibles.co.uk [email protected]
twintangibles 2011