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The Social Era and Your Business
Bedford Collegeand the
British Computer Society27 March, 2013
Eric SwainClient Services DirectorEquinet Media
Tonight
WHY
WHAT
HOW
Soci
al Te
chno
logi
es To
day
Endow social with speed, scale & economicsW
hat m
akes
it p
ower
ful?
Democratic content publishing, sharing and consuming
Create a record of interactions/connections (social graph)
Dis-intermediate commercial relationships and upend traditional biz models
The power lies in the creation of self-organised communities of like-minded people
Unt
appe
d Po
tenti
al
http://bit.ly/GCPaZB
Improve knowledge worker productivitySa
vvy
Com
pani
es Crowd-source new product ideas and co-create new features
Discover rich new forms of customer insights
Manage procurement and logistics
WHAT
Customer Service
Marketing
Sales
Customer Retention
Operations
Lead Generation
Recruitment
Product Development
Business Intelligence
Tell people so they can buy it and then tell everyone
else!Stop
shouting!
Culture eats strategy
Culture Eats Strategy for Breakfast
Zappos
• Alan Moore
CUSTOMER SERVICE
SALES
Built entire business using social media
Social media is about retention
A recommendation from a friend would make 71% of people more comfortable with a product or service – more so than advertising (15%) or even personal experience (63%)MediaLab
71%
“The Social Web is distributing influence beyond the customer landscape, allocating authority amongst stakeholders, prospects, and peers.” – Brian Solis
Customer
Lifetime Value
Social Landscap
e
Customer
Referral Value
Customer Social Customer
PRODUCT DEVELOPMENT
NEW BUSINESS MODELS
Collaborative Healthcare
The most responsive company in the world
Decisions are effortless
Better decisions faster
1.
2.
Democratic3.
New Model Car Manufacturing
There’s no such thing as a “social media strategy”
HOW
End to End
Pitch – short & sharpWhat you do
Business
What type of programme?Support biz goals
End to End
What does audience know?Nothing | Aware, No Action | Single Action | Repeat/Enthusiasts | Advocates
Research
How do they use social media?Listen
Buyer personaeMap demographics, socialgraphics, usage
Creators
Critics
Collectors
Joiners
Spectators
Inactives
End to End
StrategySupport the business goal, financials
Plan
TacticsHow will you be human?
Identify successKPIs, ground zero status
End to End
Plug plan into the organisationImplement
People, roles, communications, workflowTools, integration, training & guidelines
End to End
Day to day executionManage
Content, community engagement, cust support, brand mgmt, measurement/analytics
End to End
Are objectives being met?Measure
If yes, carry onIf no, explore and make changes
Thank you!
Eric SwainClient Services DirectorEquinet Media+44 1234 262262
[email protected]@ericswain
www.equinetmedia.com
Credits – images, docs and statsMcKinsey Report: http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economyCrowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/Everything is Marketing – Hugh McLeod: http://www.gapingvoidart.com/everything-marketing-p-1917.htmlShouting boy by fotologic: http://www.flickr.com/photos/fotologic/242616844/Big Sandwich: UnknownMediaLab study: http://www.buzzador.com/pressdocuments/Wheres_Debbie_MediaEdge.pdf“End to End” concepts were informed by Jay Baer and Olivier Blanchard
For further reading for new business model discussions: The New Capitalist Manifesto by Umair Haque : http://www.amazon.co.uk/New-Capitalist-Manifesto-Building-Disruptively/dp/1422158586No Straight Lines by Alan Moore : http://www.no-straight-lines.com/
Further reading for Social Media ROI:Social Media ROI by Olivier Blanchard: http://smroi.net/
EDITORS
THE SOCIAL CREATIVE
NEWSROOM
CREATIVE PRODUCERSCOMMUNITY MANAGERS
Companies must build their own media empires
Editorial sensibilitiesCultural relevancyBrand and content strategy
Content form production (visual, etc)Formatting (social, web, traditional)Content optimisation
EngagementMedia distribution (earned, paid & owned)Measurement and analytics
The “newsroom” produces a continual stream of timely, relevant, content – optimised for sharing
There is both an opportunity for a great organization to communicate and to have their
knowledge impact the world.
