Peter Baeza peter @infoaction.se www.infoaction.se CEO GUIDE TO SOCIAL MEDIA
May 11, 2015
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