A Strategic Approach to Social Media
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Transcript of A Strategic Approach to Social Media
![Page 1: A Strategic Approach to Social Media](https://reader035.fdocuments.in/reader035/viewer/2022081602/546cbbd7af7959ec228b489c/html5/thumbnails/1.jpg)
Understanding Strategic Opportunity for Social Media
Martin Thomas @crowdsurfing
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The State of Play
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Hype Shows No Sign of Diminishing
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Growing Commercial Case
o 70% 70% of companies regularly create value through use of web-based communities
o Using customer communities to solve customer problems costs 10%10% of traditional call centres
o Web 2.0 companies are more profitable
* McKinsey 2010
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Growing Commercial Case
o Product revenues +200%+200%
o Claim $6.5m revenues directly from Twitter
o Saved over £200k £200k on photog costs using Flickr
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Transforming Activism
Hacktivism v Slacktivism
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Transforming Politics?
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Transforming Customer Service
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Transforming Customer Relations
19% of UK adults had an enhanced view of the airline3/4+% of those who had encountered BA’s communications felt as supportive of the
airline or more so than before
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Transforming Creativity
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Transforming Innovation
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Transforming Consumerism
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“Amplifying Volume of Moaning”
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Amplifying Damage Caused by Internal Moaning
o “Rude, smelly and stupid”
o “Pikey skanks”
o “Chavs” “Poor safety standards”
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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
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Why many institutions struggle
o Not configured to work in real time, in terms of speed or resources
One hour Ten Minutes
* Critical response time for responding to negative comments
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Emerging Trends
o Community Management as core skill
RS Components built community of 17,000+ electronics design
engineers from 139 countries in only 3 months
36,000 members (lawyers) from 160 countries
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Emerging Trends
o Community Management as core skill
o Mobile & Geo-location From gimmicks to game changers
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Emerging Trends
o Community Management as core skill
o Mobile & Geo-location
o Social commerce
o Rise of Relevance
o Facebook faces challenge of ubiquity
o Legislative catch-up
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Legal Clarification of Private/Public
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Legal Enforcement of Disclosure
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Observations
o Premium on judgement rather than rules
o We’re all learning as we go
o Attitude more important than level of budget or technological sophisticationNeed to loosen up
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Thriving by Loosening Up
o Five simple operational & cultural traits of successful users of social mediaTrustingOpenAgileInformal Collaborative
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Tight Thinkers Need Not Apply
o Organisations that struggle with social mediaHierarchicalBureaucraticProcess orientedDistrustful
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Trusting
o Bedrock of strong internal cultureo Allows shared responsibility & real time
decision making
The best company rulebook ever written?
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Trusting
o No scriptso No time limitso Devolved decision-
making
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Open
o Transparency & honesty non negotiable
Capable of transforming reputations
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Agile
o Ability to improvise & operate in real time
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Informal
o Living life in Beta
o Messy vitality
o Speed more important than absolute accuracy
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Collaborative
o Tapping into spirit of collective self expression
Opening up new business models
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www.crowdsurfing.net@crowdsurfing