Social Media Through the Looking Glass Martin Thomas @crowdsurfing
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Social Media Through the Looking Glass
Martin Thomas @crowdsurfing
A Market Matures
o From gimmicks to game changers
o From technological hype to organisational & cultural change
Gartner H
ype Cycle
Gimmicks to Game Changers
Gimmicks Play Important Role
o Beta test ideas & technologieso Build audienceso Excite media
… but Gimmicks Have Limitations
o Exacerbate market fixation with tactics, trivia & technology
o Fail to be taken seriously in the boardroom
o Fail to transform markets & businesses
Game Changers
o Transform operating procedureso Create new markets & business modelso Set trends that others will follow
Best Buy & Real Time Customer Serviceo Taking responsibility for
customer service beyond a department
o 2,000+ employees, following guidelines not rules
“Authentic honest, conversational, be
yourself, show respect, expect respect. The goal is to help not be creepy”
“
giffgaff Makes Community Commerce Work
People-powered mobile network (O2) Members receive points for recruiting new
people, making suggestions & solving problems => converted into cash
20% actively involved Aim that 25% of members get half cost of calls
returned for contribution to community
Plans to involve community in pricing & marketing decisions
Not reliant on call centres, expensive marketing & product support
Asda Sees Commercial Advantage in Openness
“Empower consumers”
“Open culture”
“Creative collaboration”
B-B Sector Discovers Power of Community
o RS Component’s DesignSpark community– free software tools (many
developed by members), discussion groups & unbiasedproduct reviews
Built community of 17,000+ electronics design engineers from 139 countries in only 3 months
Aim to become self sustaining in 18 months Analysts upgraded financial rating of parent co.
Old Spice & Real Time Creativity
o 180+ executions in 48 hours
o Most watched branded film on YouTube
Democratisation of Criticism
o Twitter-powered aggregator of amateur reviews
o End of the professional critic?
Technological Hype to Organisational & Cultural Change
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
Heightened Expectations
o Speed & responsiveness“The trouble with McDonald’s is it’s too bloody slow”
Instant access, instant response, instant gratification “living life through shortcuts” MTV
Why many institutions struggle
o Not configured to work in real time, in terms of speed or resources
* Critical response time for responding to negative comments
60 minutes
10 minutes
Thriving by Loosening Up
o Attitude more important than level of budget or technological sophistication
o Five simple operational & cultural traits of successful users of social mediaTrustingOpenAgileInformal Collaborative
Tight Thinkers Need Not Apply
o Organisations that struggle with social mediaHierarchicalBureaucraticProcess orientedDistrustful
Loose Thinking in Action
o Importance of strong internal culture built on trust
o Allows shared responsibility & real time decision making
The best company rulebook ever written?
www.crowdsurfing.net@crowdsurfing
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