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New Strategy for Enterprise Competitiveness
Christopher S. Rollyson and Associates
Strategy | Marketing | Innovation | Knowledge | Technology
21st Century Brand-Building with21st Century Brand-Building with
LinkedIn, Facebook and TwitterLinkedIn, Facebook and Twitter
• Rejuvenating Traditional Brands
• Creating Dynamic New Brands
•• Rejuvenating Traditional BrandsRejuvenating Traditional Brands
•• Creating Dynamic New BrandsCreating Dynamic New Brands
Entire contents © 2009 by Christopher S. Rollyson
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AgendaAgenda & Goals:& Goals: Building Your Brand with Building Your Brand with
LinkedIn, Facebook and TwitterLinkedIn, Facebook and Twitter
• 21st Century Brand-Building
• Social Media Examples
• Applications
• 21st Century Brand-Building
• Social Media Examples
• Applications
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21st Century: Chris Rollyson, 20 Years of Chris Rollyson, 20 Years of
Experience with Enterprise TransformationExperience with Enterprise Transformation
• Web 0.1 Human capital: people
– Coached executives to thrive on economic changes
• Web 1.0 Technology: Internet/enterprise software
– Leading role, launching Java as an enterprise solution
– One of Midwest’s first corporate Internet businesses
• Web 1.0 Business process: e-business/knowledge
– Corporate change agent at Big Four consultancy
• Built websites, intranets and extranets to change business processes
– Principal and subject matter expert at (another) Big Four consultancy
• Led strategy engagements with auto, energy, CPG, financial services andothers on creating the “real-time enterprise”
• Business strategy for start-ups: transform industries with innovation
• Web 2.0 Marketing & relationship: consumer empowerment
– Customer-led communications revolution: what creates value and how
– Globalization of colleagues/customers: P2P technology, relationships
– What will stay the same, what will change
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Web 2.0
21st Century: It It’’s All Socials All Social
• Many-to-many
• Ecosystem
• Expertiseeconomy
• Real-time
• Distributed
• Global
• Digital
• Fast
BlogBlogWikiWiki
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21st Century: Brand-Building Brand-Building
• A distinct new flavor
– Transparent and digital word of mouth
– A new kind of interaction, different rules
– Not your father’s Oldsmobile, or yourmother’s
– Social networks are the native way to getin this game
• Customers expect you to be there
• Like the Web in 1998, but:
– Easier technically
– Harder culturally: change how your firmrelates to people
• Today, you will learn how to do it now
Your brand:
Not what you
say it is..
What they
say it is
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21st Century: Location, Location, Location Location, Location, Location
• Go to where the customers are
– The transaction cost is lower when youare on LinkedIn, Facebook and Twitter
– One-click participation
– Leverage your customers’ networks
• Some demographics
– LinkedIn: 35,000,000 executives
– Facebook: 175,000,000 educated
– Twitter: 2,200,000 digerati
– MySpace: 253,000,000 everybody
• People interact with each other atlow transaction costs
Knowledge
Is
Social
Is
Business
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21st Century: Elements of Strategy Elements of Strategy
• What’s not changing
– Who your customers are
– Customers’ demand for your product/service
• What is changing
– The ways customers communicate
– How customers make buying decisions
– The economics of engagement.. how everyone communicates
• How to take advantage
– Focus on stakeholders, not technology
– Understand the ecosystem and how you fit in
• Go to where your stakeholders vs.
• Create new venues where stakeholders can do unique, relevantthings
• Align your company with them by putting them first
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Social Media Examples:
GM & Kraft PagesGM & Kraft Pages
Highlights
• GM and Kraft have several FacebookPages
• Enable Facebook members to becomeFans
• Write on the wall
• Share recipes, photos, videos, reviews
Key insights
• People are already on Facebook, soit’s easy to share
• Fans appear in social ads by default
• Kraft can send mass messages toFans
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Social Media Examples:
Southwest AirlinesSouthwest Airlines
Highlights
• Southwest CEO Gary Kelly asks, “How can anairline make you more productive?” onLinkedIn Answers
• Receives 27 executive responses
– Immediate passenger insights into how SW canadd value to business passenger experience
– Note: question not about Southwest
• The question and answers are seen by 100s ofother executives in the forum
Key insights
• Achieves real-time feedback and marketinggoals
• Fast, free, part of profile, actionable
How would it make
you feel if the CEO of
a major brand were
to ask your opinion
about his/her
business in an open
forum?
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Social Media Examples:
CNBCCNBC
Highlights
• LinkedIn members share CNBC news, blogsand video on LinkedIn
• LinkedIn community content is broadcast onCNBC
• LinkedIn survey results and on-air Q&A withCNBC anchors and reporters
Key insights
• CNBC content recommended by LinkedInexecutives to each other
• CNBC reporters can query LinkedIn’sexecutive members for news stories
• Real-time collaboration
This is the perfect
collaboration between
CNBC's viewer base of
well-educated and
affluent professionals
and LinkedIn's
powerful professional
network.”
– Mark Hoffman,CNBC President
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Social Media Examples:
Mayo ClinicMayo Clinic
Highlights• Facebook site lets patients connect with each
other– Patients tell their stories, in their own words
– Digitizes the word of mouth that's alwayshappened "over the back fence"
• Podcasts of doctors talking about diseases
• Co-creating experience– Prospects, patients, employees
– Sharing personal experience
Key insights• Facebook enables people to affiliate with
Mayo as "fans,” developing community
• Podcasts are a broad distribution medium– Enable listeners to access in small chunks
– Create additional leverage for costly videocontent
“This is a new
reality...
It is how people are
communicating now.”
– Lee Aase, Manager,Syndications & Social
Media, Mayo Clinic
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Social Media Examples:
Obama iPhone AppObama iPhone App
Highlights
• One-click participation
• Supported key business processes
• Multimedia
– Phone: make calls
– Web browsing and email
– Video, photos
• Twitter, Facebook, LinkedIn, MySpace
Key insights
• Reduce cost of engagement
• Chunk contributions small
• Leverage mobility: people can help from anywhere,at any time
• More: Obama social media case study
– http://globalhumancapital.org/?p=216
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Social Media Examples:
jetBlue AirwaysjetBlue Airways
Highlights
• Customers know what s happening and how tocontact jetBlue
• Customers have become eyes and ears• jetBlue adjusts and tells people real time
Key insights
• Define your audience and your voice
• Watch and listen to customers and competitors
• Monitor every blog, but you don't have torespond to everything
• Ask for feedback constantly, and plan for thehard questions
• Stay involved; this is a 24/7 proposition
• More: jetBlue social media coverage
– http://globalhumancapital.org/?p=215
“Twitter enables us to
monitor what’s
happening, to react
and communicate
quickly, to inform and
to humanize.”
– Morgan Johnson,Manager Corporate
Communications
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Social Media Examples:
CartierCartier
Highlights
• Cartier’s “Love by Cartier” page available tomembers
• MySpace members can friend the Love byCartier Page
• MySpace Pages for US, UK, France, HongKong, Japan, Italy, Switzerland, Spain, andChina members
Key insights
• Beware of stereotypes
– Cartier sees the MySpace community as arelevant venue
– Extending the brand
• Real/time feedback
– Real-time adjustment
“Cartier took the risk [of
a presence on a
mainstream social
network] because we
saw a "different way to
talk to a young
audience.”
– Corinne Delattre,Director of
Communications
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Social Media Examples:
Serena SoftwareSerena Software
Highlights
• Global software company with 600 employees,many in home offices
• Ditched intranet for private Facebook group
Key insights
• Facebook gives social information and breaksbarriers within global work force
• Changed the culture, updated to Web 2.0
• Much better communication and easiercollaboration
• Easier to connect with clients and prospectswith separate public Facebook group
• Gateway to behind-the-firewall enterprise data
“Enterprise vendors
haven’t succeeded in
making it fun. If it’s not
fun, people won’t do it.
That’s why Facebook
worked.”
– Kyle Arteaga,VP Corporate
Communications
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Application:Application: LinkedIn Polls LinkedIn Polls
• Poll LinkedIn or your network
– Poll your network at no cost
– When polling LI, you can target accordingto Age, Seniority, Company size,Geography, Gender
– Enables comments, too
• Use with Groups to expand scope
• Advantages
– B2B and B2C
– Inexpensive
– Fast
– Qualified
– People who add comments are clickable
DemoDemo
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Application:Application: LinkedIn Direct Ads LinkedIn Direct Ads
• Target an ad in minutes
– Age
– Seniority
– Company size
– Geography
– Gender
• Point to employees
– Great B2B application
• Advantages
– B2B and B2C
– Inexpensive
– Fast
– Qualified
DemoDemo
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Application:Application: Facebook Ads Facebook Ads
• Target Facebook members
– Keyword
– Geography (country, state, city)
– Age, gender
– Education (can specify name, major)
– Workplace
– Marital status, romantic interests
– Language(s)
• See impact of target choices, real-time
• Advantages
– Inexpensive (Cost/click= $.01 minimum)
– Fast
– Qualified
DemoDemo
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Application:Application: Facebook Social Ads Facebook Social Ads
• Advertiser can choose “social ad” feature
• Friends displayed with brands DemoDemo
Synergizing
“friends”
and
advertising
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Application:Application: Twitter Care Twitter Care
• “Humanize” is the new watchword
• Customer service
– Twitter is often first line of complaint
• Mobility, immediacy
• Emergent help
• It’s easy to track search phrases
– Comcast (Southwest, jetBlue)
• Building P2P intimacy (Zappos CEO)
– “Backstage pass” to someone’s life
• Selling online (Dell and Southwest)
– $1,000,000 sales in 2008 (Dell) via sales alerts
• Escape
– James Karl Buck tweeted his way out of jail
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1.01.0
2.02.0
0.10.1• Realize that Web 2.0 is not mass communications
– It’s a mass of personal communications
– Companies have to start communicating like people
• Think small and iterative
– The niche is profitable and social
• Develop resident knowledge
– These investments are modest
– You need to be present
– Capture the knowledge and disseminate it
• It has to be fun
– Not only for you—for them
– Your customers love to help you.. help them
• Your customers are your company
– Trust them, they will trust you more.. and buy more
Wrapping Up:Wrapping Up: Building Your Brand with LinkedIn, Building Your Brand with LinkedIn,
Facebook and TwitterFacebook and Twitter
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Wrapping Up:Wrapping Up: Building Your Brand with LinkedIn, Building Your Brand with LinkedIn,
Facebook and TwitterFacebook and Twitter
In 1998…you got Amazoned if you
didn’t get the Internet
In 2009…you’ll get Obamaed if you
don’t get social media
“The Obama
Campaign
epiotmizes the
opportunities and
threats posed by
disruptive
technology in its
early market”
Read moreRead more
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Explore:Explore: the Ecosystem the Ecosystem
Want to keep up?
• Subscribe to the Social Network RoadmapMonthly Advisor
– Advises CEOs, CMOs and CIOs on socialnetwork adoption
– http://www.feedblitz.com/f/f.fbz?Sub=518100
• Join me on Facebook
– Keep in touch real-time
– Explore its marketing potential by checkingout what my network is doing
– http://profile.to/csrollyson
Thank you for your
interest and
enthusiasm!
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Explore:Explore: the Ecosystem the Ecosystem
• The Social Network Roadmap– Helps companies adopt Web 2.0 by managing risk
– http://socialnetworkroadmap.com
• The Global Human Capital Journal– CEO/CMO/CIO journal for innovation
– Currently rated #8 worldwide by Technorati
– http://globalhumancapital.org
• The Executive’s Guide to LinkedIn– Use LinkedIn to drive company and individual value
– Blog currently rated #2 worldwide by Technorati
– http://executivesguide-linkedin.com
• The Executive’s Guide to Twitter– Management advice, articles and websites
– http://executivesguide-twitter.com
• Social networks
– http://www.linkedin.com/in/csrollyson
– http://profile.to/csrollyson (facebook)
– http://myspace.com/csrollyson
– http://tinyurl.com/orkut-csrollyson
– http://tinyurl.com/xing-csrollyson
Microblogs
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