Ben Stockman SXSE London The Rise of the Social Business March 2013.

Ben StockmanSXSE London

The Rise of the Social BusinessMarch 2013

Social Media is only in its infancy:


Global launch: 2006Users: 1bn active (Oct ‘12)


Global launch: 2006Users: 1bn active (Oct ‘12) Global launch: 2007Users: 200m active (Dec ‘12)Annual userbase growth of 1382%



Global launch: 2004Users: 200m active (Feb ‘13)2 new users every second



Global launch: 2004Users: 200m active (Feb ‘13)2 new users every second

Only a few years ago, nobody had heard of social media, now 69% of adults use it.

-Pew Research, 2012

A tale of two supermarkets


My 1st ever online order from @asda. 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Africa



@aatlae Sorry about your bad experience, Ben. Hope you enjoy the rest of your weekend.


The key to social media success isn’t in talking – it’s in listening


@aatlae Sorry about your bad experience, Ben. Hope you enjoy the rest of your weekend.

Some statistics• Facebook alone now accounts for 8% of all time spent online.

• Users of social media sites spend one & a half times more time online than the average Internet user.

• 26.3% of all web display advertising takes place on social sites, yet only 10% of retailer’s display advertising is on social sites.

• Social sites’ average cost per thousand consumer impressions is 36p, while the average across the Internet is £1.69

• Each day, 20% of Google searches have never been searched before

• 53% of people on Twitter have recommended products

The Marketer’s Myth

“We’re delivering great on-brand messaging to our customers across our key demographics”

The Marketer’s Myth

“We’re delivering great on-brand messaging to our customers across our key demographics”

You no longer drive company and brand messaging – your customers do.

The Reality

Changing Times

• 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV

Changing Times


• 41% of people have used one of these devices to browse for a product after seeing it in a show or advert.

Changing Times


• 41% of people have used one of these devices to browse for a product after seeing it in a show or advert.

• Top activities included social networking (60%), internet browsing (44%), emailing (42%) and playing games (25%).

Great Social Media

Great Social Media

Research commissioned by Three found its target audience loves sharing videos and photos via their mobiles with friends - particularly animals in funny situations.

What’s the difference between social media & Social Business?

What’s the difference between social media & Social Business?

Social Business:

“The deep integration of social media and social methodologies into the organization to drive business impact.”

The Social Business• Marketing & communications: support product development with real-time feedback and

crowdsourcing ideas from customers & employees

• Customer experience: social support provided by customers on forums and social channels as well as by employees

• Sales: Connects through the consideration process – and between transactions

• Finance: Internal social networks provide context for discussions around things as diverse as expenses and budgeting

• HR: Used for Recruitment, and also performance management leverages enterprise social networks to track achievements and reward teamwork

• IT: Create social as a platform – integrate everything into a single customer database powered by social signals and power the employee CRM system

• Supply chain: Use social intelligence to power predictive analysis around supply chains

Case Study: AVG AntivirusGoals:

• 1 million Facebook fans

• Connect customers & brand advocates, to product team and sales & marketing functions

Case Study: AVG Antivirus• Regular contributors to discussions

on Facebook made “VIPs” and included in secret group



• All feedback monitored by frequency, collated weekly and sent directly to product team




• Customer complaints and issues dealt with directly by community managers covering the page 24/7





• More complicated issues escalated to customer support engineers through embedded Facebook tab





• More complicated issues escalated to customer support engineers through embedded Facebook tab

• Campaigns run using content created by social media team to increase opportunities for feedback

Case Study: AVG AntivirusAVG wins “Most Social Business of 2012”

“The judges felt that AVG was most deserving of this award for a number of reasons – the main one being their holistic, comprehensive approach to social. The company’s integration of social into many business functions is extensive, at the vanguard of what is happening in their own industry, and we would argue, leading across all industries. Not only this, their work to use social to generate product feedback that is then fed directly into product development lifecycle is unique in its extensiveness and importance. AVG truly is a company that had made social work for them and positively impact the way they do business.”

– Nick Johnson, Useful Social Media

Disruptive Business

Disruptive Business

• Champions of social in each department

Disruptive Business


• Use of web & social to connect workforce

Disruptive Business



• Encourage staff to communicate about process regularly

Disruptive Business



• Encourage staff to communicate about process regularly

• Don’t fear it – try everything, and if it doesn’t work, look at the things that do

"Every communication advance in history has brought about a leap forward in civilisation: The alphabet begat democracy, the printing press begat the renaissance, and we're living through the biggest communication advance in human history and have no idea what might come out of it"

~Jonathan Sacks

• Mobile is widely-tipped to overtake fixed internet use by 2014


• Integrated “second screen” campaigns will become an expectation as more companies catch on



•As we find new ways to interact with the web, brands will either embrace new technology across their organisation or fall behind



•As we find new ways to interact with the web, brands will either embrace new technology across their organisation or fall behind

The ROI on social media is that your business will still exist in 5 years!

Thanks for listening! (Sorry I made you all stand up)

www.sxselondon.co.uk [email protected]@SXSELondon @Aatlae

mailto:[email protected]

Ben Stockman SXSE London The Rise of the Social Business March 2013.

Documents

africa slide

tv slide

global launch

users of social media

reality slide

new users

social business

bn active