20110525 Motherwell College KTH

Contact us +44(0)7717 714595 www.twintangibles.co.uk info@twintangibles.co.uk

The Social Media For Business:The Social Media For Business:What You Need to KnowWhat You Need to Know

Motherwell College KTH25/5/11

twintangibles 2011

AgendaAgenda

•• Some theorySome theory

–– Mindsets, Tribes, Long tails & ComplexityMindsets, Tribes, Long tails & Complexity

•• Some practiceSome practice

–– Lightning case studies and what you Lightning case studies and what you should doshould do

•• Q&AQ&A

Which Do You Know? Which Do You Know?

What is Social Media?What is Social Media?

““It is a mindset of sharing, collaboration It is a mindset of sharing, collaboration

and communication that is facilitated and communication that is facilitated

by technical tools that provide for by technical tools that provide for

many to many non mediated many to many non mediated

exchangeexchange””

It is increasingly pervasive, it canIt is increasingly pervasive, it can’’t t be ignored and it is affecting be ignored and it is affecting society, economy and culturesociety, economy and culture

TribesTribes

Demographics of SMDemographics of SM

The MindsetThe Mindset

•• DemocraticDemocratic•• InclusiveInclusive•• MutualityMutuality•• OpenOpen•• Reduced barriers to entryReduced barriers to entry•• Expectation of return non traditionalExpectation of return non traditional•• Challenges conventionChallenges convention•• Self regulatingSelf regulating•• IterativeIterative•• Deeply rootedDeeply rooted

What changes with Social What changes with Social

Media?Media?

Porters Value ChainPorters Value Chain

Porters Value Chain UpdatedPorters Value Chain Updated

http://en.wikipedia.org/wiki/File:Porter_Value_Chain.pnghttp://en.wikipedia.org/wiki/File:Porter_Value_Chain.png

Long Tail DistributionLong Tail Distribution

http://jargotrulli.wordpress.com/2011/05/18/leveraging-the-long-tail/

http://dwilkinsnh.wordpress.com/2009/03/15/social-learning-and-the-long-tail/

Complexity and how to respondComplexity and how to respond

CynefinCynefin Framework From Dave Snowden Framework From Dave Snowden www.cognitivewww.cognitive--edge.comedge.com

Case StudiesCase Studies

www.xplane.com/obamawww.xplane.com/obama

25% of all new products 25% of all new products from from

crowdsourcingcrowdsourcing

Innovate fasterInnovate faster

Increase 15% to 50% Increase 15% to 50% success rate of new success rate of new

productsproducts

Customer Service run Customer Service run by customersby customers

Participate in sales and Participate in sales and marketingmarketing

Only 16 people in teamOnly 16 people in team

International reachInternational reach

10% Equity for punks10% Equity for punks

Crowdsourced locationsCrowdsourced locations

So What Does This Mean?So What Does This Mean?

•• You are not in controlYou are not in control

•• This is disruptiveThis is disruptive

•• You need to be readyYou need to be ready

•• You will need to changeYou will need to change

•• Gardener not engineerGardener not engineer

•• Your Your ““tribestribes”” are an assetare an asset

•• Remember its inward facing too!Remember its inward facing too!

The Future of Advertising, APA, 17/02/09The Future of Advertising, APA, 17/02/09

The Future of Advertising, APA, 17/02/09The Future of Advertising, APA, 17/02/09

Assume the BehaviourAssume the Behaviour

•• ListenListen

•• Be socialBe social

•• Be generous Be generous

•• ConverseConverse

•• AcknowledgeAcknowledge

Tools Tools –– Choose WiselyChoose Wisely

Immediacy Immediacy –– referrerreferrer

Community building Community building –– B2CB2C

Introductions Introductions -- networkingnetworking

Thought leader Thought leader -- SEOSEO

What do you need to do?What do you need to do?

•• Why are you doing this?Why are you doing this?

•• Are you ready?Are you ready?

•• How can you resource this?How can you resource this?

•• Who will do this?Who will do this?

•• What are your targets?What are your targets?

•• How will you monitor this?How will you monitor this?

Action PlanAction Plan

Audit & EvaluateAudit & Evaluate

IntentIntent

ResourceResource

TargetsTargets

Choose Choose ChannelsChannels

EngageEngage

MonitorMonitor

ListenListen

Social Media Consultancy and Research

•• Strategic Advice Strategic Advice

•• Strategy DevelopmentStrategy Development

•• ResearchResearch

•• Social Media ManagementSocial Media Management

•• Social Media AuditSocial Media Audit

•• MonitoringMonitoring

•• Sectoral AnalysisSectoral Analysis

•• TrainingTraining

Helping you get value from Social MediaHelping you get value from Social Media

••11 Cities including LA, Moscow, Milan, Rio, Glasgow11 Cities including LA, Moscow, Milan, Rio, Glasgow

••More than 30 Events in Glasgow aloneMore than 30 Events in Glasgow alone

••3.5 Million SM impressions, 200,000 attendees3.5 Million SM impressions, 200,000 attendees

••Opportunities for global visibilityOpportunities for global visibility

••@SMWGLASGOW@SMWGLASGOW••http://http://socialmediaweek.org/glasgowsocialmediaweek.org/glasgow

Social Media Unleashed 2Social Media Unleashed 2

•• 99thth June 2011 : 4.30pm June 2011 : 4.30pm –– 8pm8pm

•• The Lighthouse, GlasgowThe Lighthouse, Glasgow

•• Crowdsourcing & CrowdfundingCrowdsourcing & Crowdfunding

•• DELL, McClure DELL, McClure NaismithNaismith

•• FreeFree

•• Register at Register at www.twintangibles.co.uk/eventswww.twintangibles.co.uk/events

www.twintangibles.co.ukwww.twintangibles.co.uk

info@twintangibles.co.ukinfo@twintangibles.co.uk

@twintangibles@twintangibles

Tim WrightTim Wright07717 714 59507717 714 595

Contact us +44(0)7717 714 595 www.twintangibles.co.uk info@twintangibles.co.uk

twintangibles 2011