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Social Media: Engage Presentation delivered to Southern Cross Business Advisers, in Mildura, June 2011
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www.symphony3.com
Social Media: Engage!
Mindshop Conference, June 2011
Fergal ColemanTwitter @symphony3think
www.facebook.com/Symphony3www.symphony3.com
Introduction
• The changing world • How to approach social media
and web2.0• It’s about your future business
model• Strategy first then tactics
(examples)• Your plan
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“By 2015, the 20% of enterprises employing social media beyond marketing will lead their industries in revenue growth”
Gartner, June 2011
Interact
• @symphony3think
• www.facebook.com/Symphony3
• www.symphony3.com
• Tel: 0423 198184
• Coffee
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(R)evolution or (R)evolutions?
“Every generation needs a new revolution.” Thomas Jefferson
We are witnessing multiple revolutions right now…
“Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviours “
Prof. Clay Shirky author “Here Comes Everybody”
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Worldwide Society is Changing – 17 years of Internet
In four years to 2010, newspaper ad revenue dropped by 44.24%
Revolution is
Everywhere
Manufacturing to China,Services to India, Philippines,Eastern Europe, etc
1 out of 8couples married in 2009 the US met online
So Why Now? The Perfect Storm
366 million people (31 per cent of the population) in India had access to improved sanitation in 2008. 545 million cell phones are now connected to service in India's emerging economy. UN Report
By 2013, mobile phones will overtake PCs as the most common Web access device worldwideGartner
An analysis by Merrill Lynch claimed that cloud technology could make business applications “three to five times cheaper,” meaning that organizations could save anywhere from 67 to 80 percent (Greenberg, 2009). Rajen Sheth (2009) of Google projects cost savings of 67 percent for moving e-mail to the cloud
In December 2010 there were 9,361,520 Australians actively using Facebook. The average session time for a user visiting Facebook was 28 minutes and 58 seconds.
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Changing Behaviours!
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Does It Bring Back Memories?
This Week Feb 3rd 2001
What can the dot.com era teach us about winners and losers?www.symphony3.com
We’ve Been Here Before
• There was a crash with lots of losers but some major winners• Losers: Webvan.com, boo.com, pets.com V. Winners:
Amazon, Paypal, Ebay, Seek, Wotif• But trends and take-up levels have continued
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The Big Picture: What can we learn?
• Think long-term• Emergent and
Realized Strategy (Mintzberg)
• Success will be determined over a period of years not months
“Deliberate strategies provide the organization with a sense of purposeful direction. Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies help the organization to control its course while encouraging the learning process”
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Why Social Media? The pay back comes quickly
“Companies using the web intensively gain greater market shares and higher margins”
- “The Rise of the networked enterprise: Web2.0 finds its payday” – McKinsey Quarterly Dec. 2010
Some averages from report• 20% decrease in travel costs• 20% improvement in marketing effectiveness• 10% reduction in operational costs• 15% decrease in marketing costs• 18% increase in customer satisfaction• 41% increase in employee satisfaction
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• 10% increase in productivity for small and medium businesses from Internet usage
• 2.6 jobs created for every 1 job lost• 75% of Internet impact arises from traditional
industries• Small and medium businesses heavily using Web
technologies grow and export 2x as much as others
• “The internet is still in its infancy”
MGI Report, “Internet Matters: The Net’s sweeping impact on growth, jobs and prosperity.” May 2011
Internet-centred strategy works!
Fear still remains
Fear at the top management level:
- Fear of reputational risks
- Fear of unknown- Fear of wasting time- Fear of wasting money- Fear of loss of control- Fear of loss of credibility
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No wonder it’s daunting!
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The Reality: Most not being strategic
http://techcrunch.com/2011/05/13/gary-vaynerchuk-social-media-clowns-tctv/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29
2.10minutes
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People Needs
16
How We Do It
Financial Profitability
Building Blocks
Social Media Framework Logical Boxes
Make (Services delivered)
Why We ExistMission
Lower Customer Churn More Efficient Processes
PeopleLeadership
CultureSkills +Training
Who are you Serving? Where are they? What are they doing online?
Customer Segment A
Customer Segment B
Supporting Activities
Communicate
Employees
New customers
More $ per customer Lower Costs
Improved Customer Service
Engaging / EnergisingTalking / Informing
SupportingListening
Strategic Goals Core ValuesVision
Data and Information
Standards and Policies
Social Media PolicyResponse Guide
Risk Mgmt
Technology (Tools)
Finance (Budget)
What drives them to engage with you?
Customer Segment A
Customer Segment B Employees
Case Study: Kingston City Council
“In the past we (local government) told the community what we were doing, we have now evolved to engaging the community in what we propose to do, but the expectation of the community today is that not only will they be engaged but they will directly influence and they will have control over what happens. This is not an unreasonable expectation.”
John Nevins, CEO, City of Kingston.
“Social Media in Everything We Do”
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Workshop: Vision, People, Objectives, Ideas,
Strategy, Action Plan(Review after 12 months)
8 Week Cycle3 Groups
Research, Meetings, WorkshopsBusiness Case
Present
8 Week Cycle8 Week Cycle
8 Week Cycle
Roadmap
Y/N
Y/N
Ideas (Prioritised)
Working Group (cross-
dept)
Y/N
Y/N
Adopted by business:
Person Responsible and
One Page Plan for each tool
- Social Media Policy
- Skype- SM Awareness
and Training- Facebook- CEO Blog
- -Mayoral Blog- Twitter
- Yammer
Commitment and Leadership Steering
Group
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Wiki – Internal Initiatives first
• Improved collaboration• Better information sharing• No email trail with multiple document versions• Less paper• No IT overhead
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Social Media Policy and Response Guide
• Parameters on how to behave online• Parameters on what can be said about the organisation• Guidelines on how to respond to comments and opinions
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CEO Blog
• Shows Leadership commitment
• Direct line of communication to the CEO for employees
• Learning internally
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Facebook Page
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Coming soon or in prototype…
Mayoral Blog
TwitterYouTube/VideoDepartment specific - strategies
Training, awareness and more training!
LinkedINCommunity Engagement
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Now, Where, How
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Where are you now - Take the Questionnaire
Please answer the following questions on a scale of 1 to 5, with 1 indicating a low score and 5 being a high score
Circle the score that applies for each question.
1 = lowest score
5 = highest score
N/A = not applicable, I don’t know, or I have no idea what you are talking about!
I/We: 1 2 3 4 5 N/A
1 I/We use social media to listen to my customers and industry leaders 1 2 3 4 5 0
2 I/We use social media to talk to my customers 1 2 3 4 5 0
3 I/We use social media to support my customers 1 2 3 4 5 0
4 I/We use social media to engage my customers 1 2 3 4 5 0
5 I/We have a Social Media Working Group to initiate change. 1 2 3 4 5 0
6 I/We understand the needs of the customer segmentsmy company targets. 1 2 3 4 5 0
7 I/We understand what different customer segments do online (social tools they use, what they do there). 1 2 3 4 5 0
8 My/Our current social media initiatives align with our strategic goals and vision. 1 2 3 4 5 0
9 My/Our current social media initiatives are tied back to financial and customer service metrics. 1 2 3 4 5 0
10 I/We use social media internally. 1 2 3 4 5 0
11 Social media or Web 2.0 are enabling me/us to streamline processes. 1 2 3 4 5 0
12 I/We use social media to energise my customers and partners. 1 2 3 4 5 0
13 I/We have a formal social media policy. 1 2 3 4 5 0
14 I/We have a formal social media response guide. 1 2 3 4 5 0
15 I/We provide social media training to employees. 1 2 3 4 5 0
16 I/We have strong internal social media skills. 1 2 3 4 5 0
17 I/We have a social media budget. 1 2 3 4 5 0
18 I/We measure current social media initiatives (using analytics, spreadsheets etc) 1 2 3 4 5 0
19 I/We have assessed the risks associated with each social media initiative. 1 2 3 4 5 0
20 I/We encourage and support employees to develop social media initiatives 1 2 3 4 5 0
Total Score:
0 - 20: You need to take urgent action
20 - 40: You need to formalise your social media strategy
40 - 60: You seem to be on the right track
60+: You are ahead of the pack, keep going
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Where do you want to be?
• Vision: In three years time how will social media be engaging your clients and empowering you and your organisation?
– Listening – Use social media to better understand customer needs.– Talking – Use social media to spread messages about your business– Energising – get your most enthusiastic customers to become
advocates, using social media to increase word of mouth.– Supporting – Support residents/local businesses or help them to
support each other.– Embracing – Integrate your customers into the way your
organisation works
• How will it be helping my business?• Discuss with a partner
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How: What are you going to do?
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How? Listening
• Listening
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Find the Influencers
7 to 750 million
• Picked seven bloggers to attend a top secret “Midnight Webcast”
• They told tens of thousands of fans
• Mainstream media listened and reported
• Estimated 350 million people heard the news within 24 hours
• 2008
Who are the influencers in your community? Listen, comment, provide opinion using the social media they use
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Can you provide the best advice about just one thing?
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Test a service/process online
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Support and EmpowerHR Block (getitright.hrblock.com)
Jan – April 2010: 1.5 million visits120,000 tax-related questions
iPhone app: 28,000 downloads in Feb 2010www.symphony3.com
Can you use social media in your consulting toolbox?
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Internal Tools – help you learn and be top of mind
• Improved idea sharing and innovation
• Mobile communication
• Improved communication
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Engage your customers – get them to help you
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Measure
• Set clear KPIs and Measure them
• Relate them back to the business – leads, prospects sales
• Use the information to refine what you say
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How: What are you going to do?
• In pairs
• Write down three strategies and accompanying actions in your OPP
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Conclusion
• Believe in social media and web2.0• Be wary of the hype• Think beyond tools and talking AT people• Where do you want to be in 3 years time
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Interact
• www.symphony3.com
• @symphony3think
• Tel: 0423 198184
www.symphony3.com
