Social Media

Brainstorming SessionBrainstorming Session

Organisations & Customer Interactions: Old vs New

Architecture of Participation: The Collective Intelligence

1. The Corporate Voice – whitehouse.gov, CEO blogs, Kodak

2. Targeted Campaigns – designed around specific business needs at particular points in time, i.e. Upturn the Downturn

3. Engage Enthusiasts – topic-specific, people over-the-top delighted with product and wants to share with world

4. Leverage on Groups and Communities – obtain feedback up and down the pyramid

5. Loyalties – reward loyal members and frequent users of U-Portal

6. Idea-sourcing from Crowds – Starbucks, Ideastorm

7. Get answers and help from the masses – highly-knowledgable users acting in a helpdesk manner even though they are not employees of NTUC

8. Drive Traffic to Events

Eight Uses of Outward-Facing Social Media

Examples: The Corporate VoiceExamples: The Corporate Voice

whitehouse.gov (US Govt)

Plugged In(Kodak)

Examples: Targeted CampaignsExamples: Targeted Campaigns

On the go with Amy(Best Western)

Voices of the Summer Games (Olympics 2008)

Examples: Engage EnthusiastsExamples: Engage Enthusiasts

Social Community on Loopd to connect athletes interested in surfing, BMX biking and similar

activities with brand (Nike)

World Wrestling Entertainment (WWE) brings fans closer to action

through FB application

Examples: Idea-sourcing from CrowdsExamples: Idea-sourcing from Crowds

Ideastorm(Dell)

mystarbucksidea.com(Starbucks)

Examples: Getting answers and help from masses

Infocomm123.sg(IDA)

wisia.com

Examples: Getting answers and help from masses

Examples: Drive Traffic to EventsExamples: Drive Traffic to Events

Meetup.com

Examples: Microblogging with TwitterExamples: Microblogging with Twitter

1. It’s not about technology, but the change it enables: product co-creation with customers, mass customer self service, customer communities, etc; avoid tech/$ discussions

2. Start Small, think Big:simple at heart, potential to grow big very quickly

3. Dramatically Lower the Experience Barrier: focus on usability and the user experience

4. Collect User (Customer) Contributions: feedback, criticisms, tips, suggestions, preferences, conversations

5. Enable Formation of Communities: facilitate its formation, and not build communities for communities’ sake

6. Become an Open Platform: RSS/ATOM; SOA – business first; Web 2.0 – business later;

7. You can’t approach New Media with old thinking: existing management methods and conventional wisdom are hard barrier to 2.0 strategy & transformation

Social Media Food for Thought