1. Corporations
&
Social Networking
Connecting with the Customer
2. 1
1
Introduction
Legitimate reasons against social networks
Social Capital & Social Networking defined
Solutions to mediate & succeed
2
2
Link between corporations and social media
Examples of successful implementation
3
3
Social Media Segments
Conclusion
4
4
3. Add text title
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Network of
Blogs
Executive
Participation
Power
To
Employees
Loyalty
&
Commitment
created an entire network.
IBM
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Lesson: Having a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry.
4. Sun Microsystems
Lesson: Social media is a culture of transparency and honesty that must be embraced, leading by example is one of the best ways to introduce it to a company. Few things are better than a CEO that blogs or uses twitter.
Jonathan Schwartzs blog
CEO
Blog
Transparency
Also on
Other
Social
Networks
Positive
&
Negative Comments
Transparency
Trickles down
Employees 5. Customers 6. Partners400,000
hits
per
month
(2006)
Facebook
Twitter
Network
Of Blogs
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Customer
Feedback
Strengthen
Corporate
Message
Custom
Tailored
Site
Customer
Lead
Strategy
Starbucks
Lesson: Thinking of ways to build your company are great, but directly asking your consumers what they want, is better. Acting on that information and doing it publicly is key to the success of this campaign.
My Starbucks Idea.
8. Real Time Customer Service
Handle Customer Complaints
Change speed of delivery
Comcast
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@Comcast cares
Target
The
Problem
Allow customers to solve problems
Lesson: Being active on Twitter is great but tracking and seeing whos mentioning you, is the next step. Social media allows for the possibility of great customer service, and with it, better brand loyalty
9. 2.7
MM
Blendtec
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Text 1
YouTube Video Marketing
Various Attention Getting Videos
Text 3
Proving the point about the products
6.8
MM
Text 4
Customer participation in marketing
2.5
MM
0.7
MM
www.willitblend.com
http://www.youtube.com/watch?v=qg1ckCkm8YI
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Lesson: Social media marketing doesnt always need to cost a lot of money. Creating funny, original video and leveraging an already large user base can be used to increase sales.
10. Employees
To Share Insights Thru Web Contact
Empower
Empower
Communication
Engaging
Interesting
Trust
Consistency
Routine
Continued Customer
Interaction
With Personnel
Relationship
Zappos
Zappos
www.zappos.com
Lesson: Take a CEO that twitters, add in a great personality and you have a recipe for social success. Ingraining social media into the culture of a corporation means that every consumer interaction is personal.
11. Belonging
Possibility
Toyota
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Being a Second Life resident, the possibilities of this seem fairly limited. We are used to living where we want (or where we can afford rent), razzing whatever car we want (if we own it), using whatever transportation we want (you cant think of anything that we cant drive!)
Event
Hall
Mall
Museum
Park
Music
Click to add text
Add text 1
Add text 2
Garage
Homes
Click to add text
Add text 1
Add text 2
Toyota Metapolis
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www.youtube.com/watch?v=0v-0AVtg0eM&eurl=http%3A%2F%2Fwww.
vintfalken.com%2Ftoyota-metapolis-toyotas
-very-own-virtual-continent%2F&feature=
player_embedded
13. Thank You!
14. Introduction
Social Capital & Social Networking defined
Link between corporations and social media
Social Media Segments
Internal Social Networks
Employee Personal use
Corporations on social networks as a profile
Legitimate reasons against social networks
Solutions to mediate & succeed
Examples of successful implementation
15. IBM
When IBM decided they wanted to start using blogs, they didnt just create one blog, they created an entire network. IBM created a way and allowed their employees to write about their experiences, what theyre working on, or any other topic of choice.
IBM capitalizes on the intelligence of their employees to give consumers insight into what happens behind the scenes. By giving the industry experts theyve hired a voice, IBM is able to highlight the people behind their products. Users get to see how IBM operates, and are given a direct connection with IBM employees.
Lesson: Having a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry.
16. Sun Microsystems
Want your blog to really make a splash? You could learn a lot from Sun Microsystems CEO blog. Jonathan Schwartzs blog received about 400,000 hits a month (in 2006).
Its not the number of hits that make his blog a social media success, but the openness on it. Positive and negative comments are allowed, and even the most inane are approved. Transparency from the highest position in a company trickles down and increases trust from consumers.
Lesson: Social media is a culture of transparency and honesty that must be embraced, leading by example is one of the best ways to introduce it to a company. Few things are better than a CEO that blogs or uses twitter.
Sun Microsystems also has a network of blogs, friends on Facebook, friends on Twitter, and their own Twitter account as well.
17. Starbucks
Social media isnt only about using existing websites, but sometimes creating your own. To get a better handle on consumer feedback, Starbucks did just that with My Starbucks Idea.
The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. Starbucks then took it a step further and added an Ideas in Action blog that gives updates to users on the status of changes suggested.
By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.
Lesson: Thinking of ways to build your company are great, but directly asking your consumers what they want, is better. Acting on that information and doing it publicly is key to the success of this campaign.
Starbucks has also embraced Twitter, you can see their stream at @Starbucks.
18. Comcast
I never expected to be writing good things about Comcast, but because of Frank Eliason things have changed. Frank is the man behind @Comcast cares, a Twitter account setup to help Comcast users in need.
Comcast has found a way to offer exceptional customer service to their consumers, but the thing that really makes them stand out is how well they monitor discontent. Complain about Comcast and you can bet youll hear from @comcastcares to see if they can help.
Lesson: Being active on Twitter is great but tracking and seeing whos mentioning you, is the next step. Social media allows for the possibility of great customer service, and with it, better brand loyalty.
19. Blendtec
Who doesnt know about the Will It Blend series on YouTube? Created by George Write, the marketing director of Blendtec, the campaign was low cost and instantly became a hit. In the video, Tom Dickson the CEO of Blendtec, attempts to blend objects in their blender. This simple idea led to a five-fold increase in sales.
Blendtec leveraged YouTubes subscriber base and tried something fun and original. The campaign was a success and continues to entertain and sell.
Lesson: Social media marketing doesnt always need to cost a lot of money. Creating funny, original video and leveraging an already large user base can be used to increase sales.
www.willitblend.com
http://www.youtube.com/watch?v=qg1ckCkm8YI
20. Zappos
The reason why Zappos stands out on Twitter is because of their ability to bring the company to life. The Zappos CEO has lent his personality to the company brand, a personality that is friendly, helpful, funny, and trustworthy. They use Twitter to highlight interesting facts, and to talk to their consumers. Talking to Zappos is like talking to a friend that happens to sell shoes.
The most obvious of companies to make Twitter work is Zappos, an online retailer that has really led the way in corporate Twitter use.
The idea of micro-blogging and the sense of exceptional customer service is ingrained in the corporate culture. Most Zappos employees have an active account, and the Zappos site has a page that aggregates all the streams.
Lesson: Take a CEO that twitters, add in a great personality and you have a recipe for social success. Ingraining social media into the culture of a corporation means that every consumer interaction is personal.
Zappos also does a great job of using their blog and Facebook to engage their avid fan base.
21. Toyota
Toyota started its own virtual world to promote its products in Japan (site is in Japanese).
Their own virtual world? Well, not completely. More of a continent. Toyota Metapolis is based on the MeetMe server technology and software.
For now, Toyota Metapolis exists of:
Mall where you can buy Toyota cars.
Event Hall
The Museum is totally dedicated to Toyota.
Toyotas Community Areas are split up in four main areas: Cars, Eco-park, music and beginners
The Residential Areas arent as sophisticated as we are used to,
The Garage. I think this is a virtual first: building a giant structure, just to let your residents park - and show off - their cars.
Being a Second Life resident, the possibilities of this seem fairly limited. We are used to living where we want (or where we can afford rent), rezzing whatever car we want (if we own it), using whatever transportation we want (you cant think of anything that we cant drive!) but
22. Virtual World of Toyota
www.youtube.com/watch?v=0v-0AVtg0eM&eurl=http%3A%2F%2Fwww.vintfalken.com%2Ftoyota-metapolis-toyotas-very-own-virtual-continent%2F&feature=player_embedded
23. Conclusion
Corporations are looking for new ways to sell their products and engage their consumers.
Companies from all sectors and all sizes are taking advantage of social media.
Companies are taking part in the areas of concern or meeting various objectives.
Commitment levels vary and range widely in cost.
The trend leaders are some what consistent.
All of the above are reasons to trust the growth of social networks and social media.