The Social Web for Business

The Social Web for Business

Jonathan Crossfield

26th August 2009

The Social Web for Business

Why should my business care?

Social networks are popular

• Over 70% of Australian internet users visited a social networking site in June 2009*

*comScore study, June 2009

Reported in Marketing Charts, August 17th 2009

People want to be part of something exciting

• Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008*

*comScore study, June 2009

Reported in Marketing Charts, August 17th 2009

The Social Web for Business

Twitter is seeing astronomical growth

*courtesy Hitwise Australia, July 2009 (Hitwise.com.au)

How can my business use Twitter (or Facebook, etc)?

The Social Web for Business

But businesses keep asking the wrong question

The Social Web for Business

There is a better question

How can I use the social web to help consumers

achieve their goals?

Deciding to use a tool is a TACTIC

I want to use a snow shovel to benefit

my business

http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

Helping people achieve goals is a STRATEGY

Clearing my driveway helps more customers get

where they’re going

http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

Knowing the customer goal may reveal a better tool

http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

Wow! Cleanest driveway in the street!

Human behaviour is the key!

The Social Web for Business

The ANT Approach

ANT businesses are taking over

Google – designed for users, not businesses

Twitter – tapped into social behaviour

Amazon – made buying books easier

The Social Web for Business

So, what is the social web?

The Social Web for Business

You might think social media is this

The Social Web for Business

These are just tools – snow shovels

The Social Web for Business

How should we use the social web?

The Social Web for Business

By providing “elegant organisation”

You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.

Mark Zuckerberg – Creator of Facebook

Quoted by Jeff Jarvis – “What Would Google Do?”

The Social Web for Business

Identify the customer goal or problem

The Social Web for Business

Understand the route they prefer to take

http://www.flickr.com/photos/tyskis/ / CC BY-NC-ND 2.0

The Social Web for Business

Use the right tools to make it easier for them!

http://www.flickr.com/photos/jkransen/ / CC BY-SA 2.0

The Social Web for Business

See how many customers choose your route!

http://www.flickr.com/photos/grahamking/ / CC BY-NC-SA 2.0

What does this mean?

Listen and respond – don’t just broadcast

View everything from the customer’s position

http://www.flickr.com/photos/quaelin/ / CC BY-NC-ND 2.0

Treat everyone as individuals, not a mass market

Be an ANT!

•Care about Anthropology, Not Technology!

Thankyou

@Netregistry

@Kimota