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Make Your Business More Social
Presentation @ Functions on Chapel.
12th November 2012
Fergal Coleman• Director of Symphony3
• Twitter: @Symphony3Think
• Email: fcoleman@symphony3.com
• Web: http://www.symphony3.com/make-your-business -more-social
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What is social media
• Social Media = a set of web tools to allow you to more effectively develop relationships and solve problems for your customers/stakeholders
• Social media is the internet!
The Internet is Social
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What is social media? Forget about tools.
5Social Media 101
What is social media? Think about people.
Who?
• Who are you trying to connect with?
– Customers
– Influencers
• What are their needs?
– Why will they listen to you
Influencers in action:
• Harry Potter theme park
• 7 to 350 million in 24 hours
Influencers are important
8Social Media 101
Benefits
Companies that are using the web intensively gain greater market shares and higher margins
• 20% improvement in marketing effectiveness• 18% increase in customer satisfaction• 10% reduction in operational costs• 15% decrease in marketing costs• 41% increase in employee satisfaction• 20% decrease in travel costs
“The Rise of the networked enterprise: Web2.0 finds its payday” McKinsey Quarterly, December 2010
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“ ”
It really makes business sense!
• 10% increase in productivity for SMEs from Internet usage• 2.6 jobs created for every 1 job lost• 75% of Internet impact arises from traditional industries• Small and medium businesses heavily using Web
technologies grow and export 2x as much as others• “The internet is still in its infancy”
“Internet Matters: The Net’s sweeping impact on growth, jobs and prosperity.” MGI Report, May 2011
10Social Media 101
On a personal level
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• Collect more knowledge on customers/industry
• Professional Development (e.g. www.coursera.org )
• Build better relationships
• Become productive
• Collaborate more effectively
“Social media allowed me to reduce a part of the sales cycle that would normally take 7 days to less than 24 hours…”
B2B Melbourne Sales Rep
“..we estimate that 30% of current e-mail time could be repurposed by moving communication to a social collaboration platform freeing up 8% of the workweek for more productive activities…. “
Mckinsey Report 2012: Unlocking value and productivity through social technologies
http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
Your business?
• What are your business goals?
• How can social media assist?
Discuss.
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Think in terms of people and objectives
People• Who are you trying to
reach?• What are their needs?• Where are they online?• How do they use social
media?• What are our objectives?
Objectives• Listening• Talking• Supporting• Collaborating/Energising
Social Media 101
Forrester Technographics Profile:
http://empowered.forrester.com/
tool_consumer.html
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Exercise on your PEOPLE
• Who?• What?• Where?• When? • Why?• How?
Objective: Think about relationships
Are more effective customer and stakeholder relationships in the best interests of your organisation?
What would it mean to the business if you were more effective at …..?
Listening Talking Supporting Collaborating and Engaging
http://www.socialmediaexaminer.com/9-small-business-social-media-success-stories/
1. Listen (and understand)
“We have two ears and one mouth so that we can listen twice as much as we speak.”
Epictetus (AD 55-c.135)
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Listening (and researching)
Listening
Listening with social media
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Can I use social media to listen more effectively?
Talking
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Where?
What?
Talking
Case study: ‘Naked for Satan’
Social Media 101 24
2011 Bar of the YearThe Age™ Cheap Eats Guide
Take Aways
• Engage your audience
– Energise them to spread the word
• Show personality
• Have fun!
Talking
Talking (to)
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http://www.symphony3.com/_blog/Online_Business_Strategy_And_Digital_Marketing/post/Social_Media_Guide_Infographic/
https://www.facebook.com/lens.of.a.farm.girl
Talking
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How can I present content to my stakeholders that delivers value?
Supporting
• Lower cost• Self service• Quick
resolution• Reusable
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Supporting
• Lower cost• Self service• Quick
resolution• Reusable
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Supporting
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Can we use social media to provide improved support
at less cost?
Collaboration and Engagement with Residents
Energising Customers
Collaborate with customers
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Can we collaborate with and energise
our customers?
Collaborate internally
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• “Two thirds of the value creation opportunity afforded by social technologies lies in improving communications and collaboration within and across enterprises”
• “..we estimate that 30% of current e-mail time could be repurposed by moving communication to a social collaboration platform freeing up 8% of the workweek for more productive activities….
But…..
• “It will require a steep organisational learning curve: changes in processes, organisation, mindsets, and behaviours will be needed…”
Mckinsey Report 2012: Unlocking value and productivity through social technologies
Think about relationships
Listening Talking Supporting Collaborating
Are we listening, talking, supporting and collaborating as well as
we should be?
Outcomes
• What 3 things are you going to do as a result of this evening’s talk?
Thank you!
Fergal Coleman• Director of Symphony3
• Twitter: @Symphony3Think
• Email: fcoleman@symphony3.com
• www.symphony3.com/make-your-business-more-social
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People Needs
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How We Do It
Financial Profitability
Building Blocks
How to do social media: a framework
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
People
LeadershipCulture
Skills +TrainingChange management
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Customer interactions databaseAnalytics
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees