Unlocking the Power of Social

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Dan Spicer Community Lead, EMEA

Hootsuite

@DanSpicer @Hootsuite_UK

© 2014 HootSuite Media Inc

of businesses will lose market position

*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.

Social Business Incompetence


cede dominance


1 in 5

*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.

of executives not engaged

*Brian Solis: New Slides and Data: The State of Social Business Evolution in 2013


2


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AT&T @RamblingRooney Resist the urge, Jay. We heard it’s dark, scary and no one can ever hear you. No one

Nov 26 @ATT

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Jay Rooney Just found out that @TMobile doesn’t charge extra for overseas data. What the hell am I still doing with @ATT?

Nov 26 @RamblingRooney

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T-Mobile @RamblingRooney You know there is an alternative to old-school wireless carriers, right? It’s called @TMobile, the #uncarrier ^ Lisa A

@TMobile Nov 26

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Jay Rooney @RamblingRooney Nov 26



@ATT Hmmm… I could be persuaded by a discount on my data plan


@ATT Did your kindergarten panel write that for you? @RamblingRooney Global data at no extra charge vs. $$$$$$ #ItsNotComplicated


@RamblingRooney No gloves out here, Jay. It’s too close to the holidays to be so disgrunted. #HappyCarrier


T-Mobile @TMobile Nov 26

AT&T @ATT Nov 26



Nov 26


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Nov 26

@JohnLegere You definitely caught my attention, good sir. Going to a @TMobile store to inquire tomorrow!

@TMobile @ATT @RamblingRooney bet @ATT’s CEO isn’t going to join the convo. Come join the #WirelessRevolution!

John Legere @JohnLegere

Jay Rooney @RamblingRooney

How do we Adapt?



2014/15

2012

2013



Tip 1: Respect the platform

PAID MEDIA

OWNED MEDIA

EARNED MEDIA

CUSTOMERS/ ADVOCATES

INFLUENCERS

TRADITIONAL MEDIA


Tip 1: Respect the platform

PAID MEDIA

OWNED MEDIA

EARNED MEDIA

CUSTOMERS/ ADVOCATES

INFLUENCERS

TRADITIONAL MEDIA

Source: Conversation Prism, Brian Solis


“Fish where the fish are biting”

-Granddads everywhere

Create a community around common interests


Social Media Photography

Technology

Wearable Tech

Marketing Cheese

Aston Martin

Hoovers



Awareness

Consideration

Preference

Purchase

Loyalty

Advocacy

Funnel

Tip 2: Storytell





Results: 750,000 YouTube subscribers

290 million+ video views

Sales increased 500%

Video link: http://ow.ly/F6FUc



Video link: http://ow.ly/F6FEg


Results

1M+ total views

Coverage in Time, AdAge, Fast

Company, Mashable and

100K other mentions

60,000+ shares generated through our blog,

SlideShare, Facebook, Twitter,

Google+ and LinkedIn

Tip 3: Use the 80/20 rule for your content


80% business at the front

20% party at the back


Future Trends


Team

Ave

rage

For

tune

500

Com

pany

X

10.4

10.1

Average # of accounts

152,646

14,709 Followers

Likes

Average reach

Reach

1,736,079

Prediction #1: Empowered organizations will win


Employees

163,500 X

25

Followers

111

Friends

22,236,000

Reach

Team

Ave

rage

For

tune

500

Com

pany

Prediction #1: Empowered organizations will win



Prediction #2: IT will be your best friend

Provide the framework

Best Practice Platforms

Infrastructure


Analytics


Prediction #3: Disruption prevents disruption


Adopt new technologies effectively or face competitive obsolescence. A study by MIT Sloan Management Review and Capgemini Consulting

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Dan Spicer Community Lead, EMEA

Hootsuite

@DanSpicer @Hootsuite_UK


Unlocking the Power of Social

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social business incompetence1

ramblingrooney bet

tmobile doesnt

tmobile store