HP Social Media Roundtable - Allen's intro and presentation
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Transcript of HP Social Media Roundtable - Allen's intro and presentation
hosted by HP | sponsored by EIS and OutStart
Social Media for BusinessExecutive Roundtable, Cupertino CAApril 21, 2010
• Social media and Web 2.0 are top of mind for many of us. Especially as social networking and communities change the way we work, shop, socialize, and share ideas. But…how much of this translates to day-to-day business? And not just the ‘easy’ stuff!
• This roundtable event bring together social media, customer service, education and marketing leaders to share experiences, discuss successes/challenges, and learn about some of the latest trends and approaches for applying social media for business
• Thanks – to HP, our host; to our presenters, and to EIS and OutStart, our sponsors!
Welcome!
Agenda
Arrival and networking 9:00
Introductions – hot topics 9:30-10:00
Perspectives – from social networking to social business (Allen)
10:00-10:45
Case studies 11:00-12:00
Lunch – networking 12:00-12:30
Perspectives – building a social business (Esteban)
12:30-1:00
Moderated discussion /wrap up 1:00-2:00
Depart 2:00
Introductions + Hot Topics
Name, Company, Role+
One question or goal for today’s session
EvokeFrom Social Networking to Social BusinessAllen Bonde | Twitter.com/abonde | [email protected]
Key Questions…
Where are we in the growth and evolution of social media?How can we best apply social in mainstream marketing?
What is needed to drive business adoption more broadly?
Where are the fish?
Where are we in the growth and evolution of social media?
• What is the state of social media adoption (blogs and public social networks)…and how did we get here?
A Brief History
2003 2004 2005 2006 2007 20092008
Sources: company factsheets,Technorati, eMarketer, Wikipedia, press reports, Umass Dartmouth study
2010
Launch of Facebook
Launch of LinkedIn
Launch of MySpace Launch
of Twitter
Launch of Digg
Launch of Delicious Launch of
Huffington Post
Launch of Buzznet
Launch of Plaxo
launch
News Corp buys MySpace for $580M
MSFT invests $250M in Facebook
Google buys YouTube
Google buys Blogger
Yahoo! buys Flickr
invest
10 M blogs
LinkedIn 10 M members
LinkedIn 33 M members
Facebook 100 M active users
Facebook passes MySpace in monthly visitors
Facebook 20 M active users
94 M US blog readers
346 M WW blog readers
Twitter 6 M US adult users
Twitter 18 M+ US adult users
Facebook 300 M active users
79.5 M US online social network users (monthly)
22% of F500 have public facing corporate blogs; 86% of these link to corp Twitter account
60 M blogs LinkedIn 60 M members
400 M
Ad model
growth
Some Definitions
blogs, wikis, forums, public social networking sites, microblogging (Twitter), audio or video sharing sites, where a community model is in play and user-generated content and connections are the primary currency. These are the “channels” for social media marketing
the general class of Web 2.0 “packages” geared toward enterprise users (also called Enterprise 2.0). SBS to this point has mostly been used to power private/company communities and public or specialty forums where scale or management or monitoring is key
Social Business Software
Social Media Marketing
the business use of social media for
engaging customers, building brand,
creating leads and/or driving product
innovation
Social Media
Selected Social Trends
63% say social media “very desirable/critical” to service & support org in 2 years (TSIA)
Service & Support
Yet TODAY, only 2-10% of total customer service & support is handled using social media (TSIA)
35-54 and 55+ two fastest growing age groups on Facebook
4 out of 5 online Americans use social content at least
once a month (Forr)social networks and blogs now the 4th most popular online activity – ahead of personal email (Nielsen)
Marketing
Ford Motor Co. is spending 25% of its marketing dollars on digital and social media (BW)
As paid social ads top $1.3B in 2010 (eMarketer), are traditional agencies / media buyers ready for new channels?
What’s the
hook?
How can we best apply social in mainstream marketing?
Community Marketing Model (CMM)
CORE BELIEF: every relationship begins with a discussion.
WHAT THIS MEANS: in today’s Facebook world, a key role for marketing (and customer service!) is using social media/networking to engage in discussions* – ideally steering and monitoring the community as it defines your brand and products – and then to capture feedback which 1) iteratively improves the brand experience and 2) generates leads.
* Community discussions can span online and offline channels
Creating a Framework
GOAL: add structure and repeatable process
around using online social media and offline
marketing and community-building
programs so businesses can participate as a
regular trusted advisor
CMM in Action – it’s all About Discussions!
FeedbackFeedback
EngagementEngagementConversationsConversations
Wiki/blogs
Social sites Ratings/ Reviews
Social Search
generatesqualified
leads
Community management
Profiling
PR, local events
Market research
Surveys
Focus groups
community defines the brand
defines product / solution /partners
defines theexperience
offline
online
Monitoring/analyticsProduct
Innovation
MessageTuning
1 2
3
Managing Social Channels
One overall social strategy + (separate) channel owners/tactics needed
Social media campaigns must target unique characteristics of each channel
Each social channel has its own “persona” – demographics, usage, style, rules etc.
Social Channel Persona Spider Chart
Age
fun
Relationships
Activity
Tone
work
young
mature
anonymous
friends
casual
business
Persistenceminutesmonths
usage
demographics
66% under 25
style
60% over 25; more females
Blogs
58% over 35; more males
Cross-links are key…• LinkedIn to Twitter updates• Twitter to blog content• Website to Facebook fan page
• Many top brands (esp. retail, media, high-tech) have high Twitter influence/engagement scores – but not all; and some companies (esp. in cable TV, insurance) who have invested heavily in Twitter have NOT seen a bump in their brand/experience scores
Twitter and Brand Value – a correlation?
Forrester CxPI scores vs. Twitter Grader scores
CxPI ranking
Twitter Grader “influence”
Top 10
Bottom 10
90 95 100
Barnes & Noble
Marriott
Hampton Inn (Hilton)
AmazonHoliday Inn (IHG)
Kohl’s JC PenneyComfort Inn (Choice) Macy’s
Bj’S Wholesale (not active)
CharterUHG (Feds)
Medicaid (CMS Gov)
HSBC (careers)
Comcast Aetna (not active)CIGNA Qwest
(talkto)
CITI (forward)
US Airways
How to scale?
What is needed to drive business adoption more broadly?
Moving from Social Networking to SBS
Social business strategy often evolves from initial efforts with social media/marketingIntegrating with core biz processes and communication leads to need for new platforms
Vendors such as OutStart, Jive, Lithium, Socialtext etc. offering ‘SBS’ or Social CRM solutions
Making a Business Case
Internal applications – access to knowledge and experts, lower communication and travel costs, and increased employee satisfaction are top benefits
Customer applications – increased marketing effectiveness, improved customer sat and lower marketing/support costs are top benefits
• The recent McKinsey global survey and a growing list of case studies show clear gains from initial adoption of Web 2.0, with blogs and social networking/forums tops among approaches in terms of measurable benefits.
Sources: McKinsey Global Survey, 2009 (survey of 1,700 global executives); for list of some companies using social see: http://mashable.com/2008/07/23/corporate-social-media/
• Yet (IMO) few companies are using Web 2.0 tools for core business processes due to challenges handling structured and unstructured data, along with questions about trust models and integration between enterprise and social content!
COMMON BENEFITS
Checklist for Social Business Strategy
1. mission statement2. ownership3. employee policies4. community monitoring5. marketing plan6. channel strategies7. community strategies8. platform strategy9. social dashboard10. action plan
SEE : 10 Steps to a Practical Social Media Business Strategy, Allen Bonde, SearchCRM.com, 27 Jan 2010
Bottom Line
Social is clearly disruptive + attractive, but path to full-scale social business still unchartedSocial media marketing more proven, builds on community/ multi-channel marketing (mostly)
Watch for: mobile/ location/ Twitter apps, lots o M&A! + listen to Gautam and Esteban!