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Get better connected with your customers through the use of Social Media.
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MAKE IT SOCIAL
www.steria.noMAKE IT SOCIALGet better connected with your customers through the use of Social Media
© Steria© Photo: plainpicture/Pictorium
www.steria.no
Make it social Make it socialGet better connected with your customers through the use of Social Mediag
© Steria© Photo: plainpicture/Pictorium
The Social Media wave
It’s a tidal force on the Internet Deal with it or loose your foothold Deal with it or loose your foothold It’s affecting your organization Whether you know it or not
www.steria.no 05.05.2010 Time to get social & personal3
Whether you know it or not
© Photo: Radius Singles
It’s is too big too take lightly
Social Media is another evolutionary step y pin information exchange
It holds great opportunitiesA d th t
www.steria.no 05.05.2010 Time to get social & personal4
And many threats© Photo: Radius Singles
Three things you’ll learn about Social Media
2 The risks 3 Ho to se it1 Wh se it 2. The risks 3. How to use it1. Why use it
Don’t mess with it unless you know
Give people personally relevant
Get better connected with customers and unless you know
what you’re doingpersonally relevant and good content
with customers and employees
www.steria.no 05.05.2010 505/05/2010
Why use it
Get better connected with customers and employees
On the web with technologies like youtube, flickr, facebook, twitter, wikipedia…
www.steria.no 05.05.2010 Time to get social & personal6© Photo: Designpics Singles
flickr, facebook, twitter, wikipedia…
Social Media is all about people…
© Photo: Photo Alto
CONNECTING© Photo: Photo Alto
www.steria.no 05.05.2010 7
CONNECTING
With family, friends, colleagues, customers…
www.steria.no 05.05.2010 Time to get social & personal8
It’s a connector of people
Social Media is “another evolutionary step in the way Internet is a connector of people”connector of people.
– Vinton G. Gerf, VP & Chief Internet Evangelist Google
”Internet Evangelist, Google
www.steria.no 05.05.2010 Time to get social & personal9http://www.youtube.com/watch?v=oxySmrn-IwQ&feature=channel
People have instantly recognized its value
www.steria.no 05.05.2010 Time to get social & personal10
Because humans are social creatures
www.steria.no 05.05.2010 Time to get social & personal11
And herd animals
www.steria.no 05.05.2010 Time to get social & personal12
It fulfills an eternal human urge: Connecting
Getting together Sharing experiences It nourishes us Makes us strong Makes us strong
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Today, we can connect with blinding speed
www.steria.no 05.05.2010 Time to get social & personal14
Easier than ever before
www.steria.no 05.05.2010 Time to get social & personal15
With the Internet and the Web as the platform…
A map of the pglobal Internet▬ 700 million
computerscomputers connected in a network of networks
www.steria.no 05.05.2010 Time to get social & personal16
Source: MIT's Technology Review, Mapping the internetSource: MIT's Technology Review, Mapping the internet
And Social Media technologies…
www.steria.no 05.05.2010 Time to get social & personal17
And a few keystrokes...
www.steria.no 05.05.2010 Time to get social & personal18© Photo: Photographers Choice
We have instant worldwide reach
www.steria.no 05.05.2010 Time to get social & personal19© Photo:
No wonder why usage has exploded
www.steria.no 05.05.2010 Time to get social & personal20
Everyone is online
The World Wide Web 1,6 billion users 60 % of the population in EU
76 % f th l ti i th 76 % of the population in the Nordic countries
Source: Eurostat – ICT statistics
www.steria.no 05.05.2010 21
Source: Eurostat ICT statistics
Flocking around Social Media
No fad Usage has exploded 70% of all internet users use it Can’t be all kids More people are watching
videos online than using e mailvideos online than using e-mail Has surpassed porn sites in
popularity
ge S
ourc
e S
ingl
es
www.steria.no 05.05.2010 22 © P
hoto
: Im
ag
Using a wide variety of tools
www.steria.no 05.05.2010 Time to get social & personal23
Creating a new era of connectedness
People are talking ranting complaining praising People are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see.
You won’t believe…””Check this
out…””Did you ”Stay”Great!Did you hear…” ”Funniest
thing ever..” ”Saw this on MSN…””Sucks.”
Stay away…”Useful!”
”BAD!”
www.steria.no 05.05.2010 Time to get social & personal24
The dominant player
It all starts hereIt all starts here
Google has 82 percent market share
www.steria.no 05.05.2010 Time to get social & personal25
g p
© Photo: Patternizer B by Philipp Lenssen
Other popular tools
www.steria.no 05.05.2010 26
The figures are BIG and growing fast
www.steria.no 05.05.2010 Time to get social & personal27
YouTube.com
>100,000,000LinkedIn.com
~ 40,000,000100,000,000videos Blogs
~ 200,000,000
, ,users
Flickr.com~ 3,000,000,000
Facebook.com~ 275,000,000
visitors pr monthimages visitors pr. month
WikipediaInnocentive.com~ 160 000 p
~ 65,000,000visitors pr. month
~ 160,000contributorsSecondLife
~ 1,500,000id t
Digg.com33 000 000
Twitter.com6 000 000
residents
www.steria.no 05.05.2010 Time to get social & personal28
~ 33,000,000visitors pr. month
~ 6,000,000users
Lets look at some good examples
www.steria.no 05.05.2010 Time to get social & personal29
Search engines
Keyword-based search
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Opinion sharing
Write and publish on blogs
www.steria.no 05.05.2010 31
Micro blogging
Sharing what you’re doing or thinking with short textwith short text messages
www.steria.no 05.05.2010 32
Knowledge sharing
Written collaboratively by volunteers
www.steria.no 05.05.2010 33
Video sharing
Upload, share, watch and comment videosvideos
www.steria.no 05.05.2010 34
Image sharing
Upload and share images
www.steria.no 05.05.2010 35
Music sharing
Internet radio & community for sharing musical tastesmusical tastes
www.steria.no 05.05.2010 36
Slide sharing
Community for sharing presentations
www.steria.no 05.05.2010 37
News sharing
Store, organize and search news
www.steria.no 05.05.2010 38
Bookmark sharing
Collect, share and publish bookmarks and linksand links
www.steria.no 05.05.2010 39
Document sharing
Collect, share and publish documents
www.steria.no 05.05.2010 40
Social networks
Communities of people who share interest & for general& for general socializing
www.steria.no 05.05.2010 41
B2B Social Networks
Communities for networking and finding informationinformation
www.steria.no 05.05.2010 42
Crowdsourcing
Collaborative problem solving
www.steria.no 05.05.2010 43
Forums
Discuss topics
www.steria.no 05.05.2010 44
RSS feeds
Users subscribe to updates
www.steria.no 05.05.2010 45
Now, to the BIG question for businesses…
www.steria.no 05.05.2010 Time to get social & personal46
Do you want to be better connectedwith your customers and employees
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www.steria.no 05.05.2010 Time to get social & personal48
Would you like them to take notice and be your fans
www.steria.no 05.05.2010 Time to get social & personal49
www.steria.no 05.05.2010 Time to get social & personal50
Would you like them to be your ambassadors
www.steria.no 05.05.2010 Time to get social & personal51
Companies are saying: YES
We’re in the business of connecting with “people.
Trevor Edwards VP Global”
– Trevor Edwards, VP Global Brands, NIKE
www.steria.no 05.05.2010 Time to get social & personal52© Photo: NIKE
Companies are saying: YES
“ 75 percent of Fortune 1000 companies with websites will have undertaken some kind of“have undertaken some kind of online social networking initiative for marketing or gcustomer relationship purposes in the next year.”
October 2008
www.steria.no 05.05.2010 53
To find something comparable, “you have to go back 500 years to the printing press, the birth of mass
dimedia.
– Rupert Murdoch, owner of ”News Corp and MySpace
www.steria.no 05.05.2010 Time to get social & personal54© Photo: NewsCorp
Main benefits of Social Media
Be findable Engaging and interacting with audiences Direct customer communication Learning customer preferences Instant feedback L t Low cost Reach wider audience Brand building Brand building Lead generation Customer service
www.steria.no 05.05.2010 55
Source: Marketing executives Networking Group (MENG), ”Social Media in Marketing, Nov. 6, 2008
Main uses of Social Media
Communicationg news online Offer alerts, updates and feeds Enliven news and content with multimedia Customizing content Demonstrating thought leadership H ll ti i t lli Harness collective intelligence Contact management Event coverage Event coverage Crisis management Sponsoring affinity groups and widgets
www.steria.no 05.05.2010 56
p g y g p g
In 2009, if you’re digital “ y gpresence does not include Social Media, you’re missing an awful lot of opportunities.
– Anders Lindgren, marketing director
”marketing director, Steria Scandinavia
www.steria.no 05.05.2010 Time to get social & personal57© Photo: Steria / [email protected]
Business Week sums it up nicely
www.steria.no 05.05.2010 Time to get social & personal58
For companies, resistance to social media “is futile. Millions of people are creating content for the social web. Your competitors are already
fthere. Your customers have been there for a long time. If your business isn’t pulling itself out there it ought to be ”there, it ought to be.
February 19, 2009”
www.steria.no 05.05.2010 Time to get social & personal59
Three things you’ll learn about Social Media
2 The risks 3 Ho to se it1 Wh se it 2. The risks 3. How to use it1. Why use it
Don’t mess with it unless you know
Give people what they want
Get better connected with customers and unless you know
what you’re doingwhat they wantwith customers and
employees
www.steria.no 05.05.2010 6005/05/2010
The risks of Social Media
Don’t mess with Social Media unless you know what you’re doing
www.steria.no 05.05.2010 Time to get social & personal61
Be aware of the dangers
Empower and educate your employees
It’s a different worldOld l d ’t l Old rules don’t apply
It’s a new ballgame
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The reason is this
www.steria.no 05.05.2010 Time to get social & personal63
Herd mentality reigns
www.steria.no 05.05.2010 Time to get social & personal64
The online BUZZ about your organization…
www.steria.no 05.05.2010 Time to get social & personal65
Can be great
www.steria.no 05.05.2010 Time to get social & personal66Link: http://www.flickr.com/photos/30337646@N06/3057552482/
Or really bad
www.steria.no 05.05.2010 Time to get social & personal67
Either way, it spreads quickly
They don’t call it Viral for nothing
www.steria.no 05.05.2010 Time to get social & personal68
So be cautious
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Remember the good old days
A consumer who experience a bad customer service A consumer who experience a bad customer service situation will tell 10 or 20 people?
How does 1.3 million sound? That’s the new reality
www.steria.no 05.05.2010 70
y
Example 1
A story of Social Media embarrassment:
The sleeping service techniciantechnician
To date, viewed 1.3 million times
www.steria.no 05.05.2010 71
Example 2
“In videos posted on YouTube and elsewhere this week, a employee of well known restaurantwell known restaurant chain in the U.S. prepared sandwiches for delivery
hil tti hwhile putting cheese up his noce, nasal mucus on the sandwhich.”- New York Times, April 16, 2009
www.steria.no 05.05.2010 72
You must have a clear strategy
Align the use of Social Media with your internal
What to do What NOT to do
yand external communication planplan
www.steria.no 05.05.2010 Time to get social & personal73© Photo: Digitalvision
TIP! Use the SteriaSOCIAL method
The method was created by Steria to help people get t t d ith S i l M di
Assess: Investigate your customers’ and employees’ social activities
started with Social Media
activities Objectives: Determine what you want to achieve Strategy: Choose the areas which is most relevant and likely to
diengage your audiences Technology: Decide on which tools and solutions to use People: Train and empower your people Processes: Don’t underestimate the time it takes Measure: Measure your progress and fine-tune your approach
www.steria.no 05.05.2010 74
Shy away from these marketing scams
www.steria.no 05.05.2010 75
OK, let’s wrap it up
www.steria.no 05.05.2010 Time to get social & personal76
The biggest risk with Social Media is to do nothing
www.steria.no 05.05.2010 Time to get social & personal77© Photo: Masterfile / Mike Randolp
You have to do something
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It will be the topic of the next chapter
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Three things you’ll learn about Social Media
2 The risks 3 Ho to se it1 Wh se it 2. The risks 3. How to use it1. Why use it
Don’t mess with it unless you know
Give people what they want
Get better connected with customers and unless you know
what you’re doingwhat they wantwith customers and
employees
www.steria.no 05.05.2010 8005/05/2010
How to use it
www.steria.no 05.05.2010 Time to get social & personal81
Give people what they want© Photo: Photo Alto
To use Social Media right…
www.steria.no 05.05.2010 Time to get social & personal82
You need to do one simple thing
www.steria.no 05.05.2010 Time to get social & personal83
It is the ”red thread” of this chapter
www.steria.no 05.05.2010 84
Focus on giving people what they want
S d6
Start multiprocessing
Speed up6 ways people adapt to modern life Get to the point, quickly
When using Social Media:
Choose relevance Be personally relevant
Use noise filter
Seek guidance
Don‘t be marketing noise
Provide guidance
Want easiness
Seek guidance
Make things easy
Provide guidance
www.steria.no 05.05.2010 8505/05/2010
Get to the point, quickly
www.steria.no 05.05.2010 Time to get social & personal86
It takes only ½ a second …
Research indicates that people spend less than Research indicates that people spend less than ½ second to “decide” if something is worth giving more attention to, or not.
www.steria.no 05.05.2010 87
Be personally relevant
www.steria.no 05.05.2010 Time to get social & personal88
Relevancy has always been relevant
By far the most important“ By far the most important factor explaining likeability is the extent to which the commercial
“is meaningful for the viewer.– Giep Franzen, 1994 ”
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Today, relevancy is more relevant than ever
Customer Bullsh*t meters“ Customer Bullsh t meters are hypersensitive. Irrelevant ads cause a “disconnect - bad scent.Relevant ads and content offer good scent ”offer good scent.
– Bryan Eisenberg, Future Now, Chicago ad:tech 2006 conference
”Chicago ad:tech 2006 conference
www.steria.no 05.05.2010 90
Don’t be noise
www.steria.no 05.05.2010 Time to get social & personal91
“The information explosion”
Size of circles indicate amount information produced worldwide
Sources: (1) The Diverse and Exploding Digital Universe, March 2008, An IDC White Paper - sponsored by EMC(2) How Much Information?, UC Berkeley School ofUC Berkeley School of Information Management and systems, 2003
www.steria.no 05.05.2010 92
More information will be created in the “next three years than in the history of time.– Berkley School of Information Management, 2002 ”
The The explodingexplodingexploding exploding
digital digital universeuniverseuniverseuniverse
www.steria.no 05.05.2010 Time to get social & personal93© Photo: Masterfile / Rick Fischer
There is just way too much information
The advances in worldwide communications The information explosion in the Internet The growth of news and other media The increase in publishing
www.steria.no 05.05.2010 Time to get social & personal94© Photo: Mathias Kulka / Corbis / Scanpix
Especially marketing noise…
www.steria.no 05.05.2010 Time to get social & personal95
www.steria.no 05.05.2010 Time to get social & personal96
…and advertising noise
www.steria.no 05.05.2010 Time to get social & personal97
Ads are everywhere
Th i d 2 000 d i i
© Photo: Image Source Singles
The average person is exposed to ~ 2,000 advertising messages/day
87 600 000 throughout their lives
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87,600,000 throughout their lives
Not only are people immune
www.steria.no 05.05.2010 Time to get social & personal99
We use the smartest noise filter in the world
OUR MINDOUR MINDOUR MINDOUR MIND People who live near train lines People who live near train lines
find ways to adjust to the noise ... find ways to adjust to the noise ... We treat encroaching advertising and We treat encroaching advertising and
marketing just like those trainsmarketing just like those trains
www.steria.no 05.05.2010 Time to get social & personal100Inspired by Alain Thys / Futurelab
People have become highly sophisticated
They mentally tune out messages that do notThey mentally tune out messages that do not resonate immediately with their own desires or needs
www.steria.no 05.05.2010 Time to get social & personal101© Photo: Pixland
We actively try to avoid ads…
www.steria.no 05.05.2010 Time to get social & personal102
Please, spare me…
0% f70% of consumers would be interested in products or service that help them avoid marketing messages – Yankelovich Marketing and Forrester Research
www.steria.no 05.05.2010 Time to get social & personal103© Photo: Masterfile
… and believe they lie
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Stop the Bullsh*t
76% of consumers don’t believe that companies tell the truth in advertisementsin advertisementsSource: Yankelovich, 2006
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Provide guidance
www.steria.no 05.05.2010 Time to get social & personal106
Help people find the way
© Photo: Steria
There is just way too much information for us to absorb, filter and sort out
To save time people are forced to seek expert advice To save time, people are forced to seek expert advice and guidance
www.steria.no 05.05.2010 107
Make things easy
www.steria.no 05.05.2010 Time to get social & personal108
Everything should be extremely userfriendly
Usability is a term used to denote the ease with which people can employ a particular tool
or other human-made object
www.steria.no 05.05.2010 109
or other human made object
To sum it up
www.steria.no 05.05.2010 Time to get social & personal110
Back to our red thread
www.steria.no 05.05.2010 111
Focus on giving people what they want
S d6
Start multiprocessing
Speed up6 ways people adapt to modern life Get to the point, quickly
When using Social Media:
Choose relevance Be personally relevant
Use noise filter
Seek guidance
Don‘t be marketing noise
Provide guidance
Want easiness
Seek guidance
Make things easy
Provide guidance
www.steria.no 05.05.2010 11205/05/2010
The Social Media wave
It’s a tidal force on the Internet Deal with it or loose your foothold Deal with it or loose your foothold It’s affecting your organization Whether you know it or not
www.steria.no 05.05.2010 Time to get social & personal113© Photo: Radius Singles
It’s is too big too take lightly
Social Media is another evolutionary step y pin information exchange
It holds great opportunitiesA d th t
www.steria.no 05.05.2010 Time to get social & personal114
And many threats© Photo: Radius Singles
Thank you and good look with your relations
www.steria.no 05.05.2010 Time to get social & personal115
Created by
Anders LindgrenAnders Lindgrenmarketing director, Steria ASwww.steria.no
e-mail: al@steria no e mail: [email protected] www.linkedin.com: http://www.linkedin.com/in/anderslindgren4u www.slideshare.com: anderslindgren4u
t itt A d Li d www.twitter.com: AndersLindgren
www.steria.no 05.05.2010 116
Acknowledgements
There are a lot of great presentations, books and articles on Social Media available on the web. A few in particular were noteworthy inspirations for this presention, including:
The Wealth of Networks: How Social Production Transforms Markets and The Wealth of Networks: How Social Production Transforms Markets and Freedom, Yochai Benkler, Yale University Press, 2006
The Cluetrain Manifesto: http://www.cluetrain.com/
Social Media is… http://www.slideshare.net/leewhite/social-media-is
Social Media & Internet Marketing http://www.slideshare.net/JeffBennett/social-mediainternet-marketing-presentation
The future of advertising: http://www slideshare net/mattanium/the future of advertising 313836
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http://www.slideshare.net/mattanium/the-future-of-advertising-313836