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Business Networking and MatchingBusiness Networking and Matching in the Age of Social Mediag
Roland Hor,,Catalyst ConnectorBusiness of Social 3.0, Singapore
OverviewOverview
i ki d hi i h f• Business Networking and Matching in the Age of Social Media– Ecosystem– Applications and Tools– Monitoring and Measurement
• Workshop Series1. Transform (Persona Management, Knowledge
Management)2. Take‐Off (Connecting and Networking)3. Target (Matching and Executing)
The Business EcosystemThe Business Ecosystem• Internal• Partner• Competitor• Competitor• Vendor/Supplier• Leads• ProspectProspect • Opportunity• Customer • Ex ‐ Customer
Social EcosystemTraditional Ecosystem
Social Customer Customer EcosystemSocial Customer – Customer Ecosystem
Social MediaSocial Media
l bl iki d d• Tools – blogs, wikis, and podcasts.• User‐generated content (UGC) – reviews, social tags, social bookmarks, comments, rankings, ratings and photos, and videos.
• Social Networks– Facebook– Twitter– Linked In– Ning– Xing etc. etc.g
Uses new online
channels and new
Seeks support to connect with like- new
communication tools
with likeminded peers
The S
Trusts in advice by online
Reads and creates product
Social Customer
yacquaintances and strangers –‘people like me’
previews, product
rankings and blog posts
Wants to provideprovide
feedback about the
product and customer service
Expects better customer
experience
service
Evolution of Customer Touch PointsEvolution of Customer Touch Points
• Blogs • Microblogs
• Phone• Fax• Email
• Phone• Fax• Email• Service
• RSS• Wikis
• Social Networks
• Podcast
• Price comparison website
• Service• Letters• Personal contact• Company’s website• SMS
• Service• Letters• Personal contact• Company’s website• SMS
+• Widgets
• Video sharing
• Photo sharing• Instant Messenger• Chat• Media
• Instant Messenger• Chat• Media
• Forums
• Reviews and ratings in retail sites
• Slides sharing• Auction website
• Social Bookmarking • Wish lists
g
Applications and ToolsApplications and Tools
• Blogs/Podcasts/Twitter
• WikisWikis
• Social Tagging and Folksonomies
• Social Networks and Communities
Stuff to put on your BlogStuff to put on your Blog
C d t t i t• Company news; awards, contract wins etc• Stories about people in your business• Offer industry expertise• Offer industry expertise• Views on the industry/your marketplace• Video of your company environment & your people• Video of your company environment & your people• Information regarding your industry such as exhibitions, trade shows etc,
• Product | service reviews• Industry interviewsy• How you work with your customers• Case studies and testimonials from your customers
Uses of BlogsUses of Blogs
• They offer direct access to senior management for customers g
• A place for customers to collaborate on ideas
A l d l i h i i• A place to deal with customer service issues that invites customers to help solve problems.
BlogsBlogs
Definition of wikisDefinition of wikis
• A wiki is a type of website that allow users to easily add and edit content and is especially y p ysuited for collaborative writing
• It amasses to a group of web pages that• It amasses to a group of web pages that allows users to quickly add content and also ll h hallows others to edit the content
• It relies on cooperation, checks and balancesIt relies on cooperation, checks and balances of its members, and a belief in sharing of ideas
WikiWiki
Uses of WikisUses of Wikis
D i ll b ti• Drive collaboration between customers and employees
• Tool for project management
• Repository for a• Repository for a dynamic knowledge base and on‐demand
t t d li tcontent delivery system • You to tap external
resources forresources for knowledge and insight
Search
Tags provide
Edit PageAdd Comments View Revisions
context
Add Links
Citations
Add Links
Add Attachements
Social TaggingSocial Tagging
Tag CloudTag Cloud
Social NetworksSocial Networks
• Don’t have to physically present
• Transparency is the operative word.Transparency is the operative word.
• Analyze
• Respond
Social NetworksSocial Networks
“What’s the biggest problem Facebookers are confronting?” asks Scott Harris in Reader’s Digestconfronting? asks Scott Harris in Reader s Digest.
Parents signing up, he says.
Since his mom befriended him on Facebook, his status updates read:
■Scott is making good, well‐informed decisions.■Scott is going to bed at a very reasonable hour.■Scott is making large, regular contributions to his g g , gsavings account.■Scott is drinking only on occasion, and even then, it’s just one or two.
"Parent" Comments Don't Need To Pose A Problem For Business BloggersA Problem For Business Bloggers
If your blog isn’t “out there”, you won’t get negative comments, to be sure, but neither will you be able to use your business blog towill you be able to use your business blog to attract online customers and clients!
Uses of Social NetworksUses of Social Networks
M t i d t• Meet your industry peers• Find and source industry contacts• Find prospectsFind prospects• It opens doors previously closed• Build and develop business relationshipsp p• Raise your profile in your sector• Develop your brand• Place very targeted adverts• Cost effective marketing, branding and recruiting
T li t ! C d th di t lki b t• To listen! Consumers and the media are talking about you in real time, openly and honestly
• To learn about the competitionp
Next Up Location BasedNext Up – Location Based
• Location based:– Foursquareq
– YELP (YELlow Pages)
ShopKick– ShopKick
– Google Lattitude
– Facebook Places
Monitoring and Measurement
MonitoringMonitoring
– Continuous and immediate discovery of conversations with the purpose of learning, engaging, helping and collaborating
– Monitoring answers the question “Who is talking about [insert keyword] right now and what are they saying?”
Monitoring How it worksMonitoring ‐ How it works
• Performed on a keywords basis. Relevant keywords include your brand name, product y y pname, etc.
• Grabs the relevant articles and messages• Grabs the relevant articles and messages,
• Arranges them for easier digestion and action.
MeasurementMeasurement
• Measurement is more concerned with metrics over a specified time period.p p
• Measurement answers questions of “H did k d f ti ?”– “How did my keywords perform over time?”
– “How does that compare to my competitors?”
– “What are some trends I can glean to make my product more usable by these people who are giving me feedback?”
Measurement How it worksMeasurement ‐ How it works
• Tabulates data and presents them to you in relevant data reports.p
• Slice and Dice
Monitoring and MeasurementMonitoring and Measurement
• Google Alerts
• Google AnalyticsGoogle Analytics
• Twitter Tools
• Facebook Insights
• A Wiki of Social Media Monitoring SolutionsA Wiki of Social Media Monitoring Solutions– http://wiki.kenburbary.com/
Google AlertsGoogle AlertsGoto Google Alerts page‐ enter the search term, type, frequency of l t d il
Then goto manage your alert page and change delivery option f ‘E il’ t ‘F d’
Google Alertsalert and your email address.
Click on confirmation
from ‘Email’ to ‘Feed’.
Click on confirmation link for the alert.
Blog Searches
RSS Readers-Bloglines-Google Reader Detail Searches
-Technorati-Ice Rocket-Boardreader
g-Feedreader -twitter.com
-WordpressDel icio us-Del.icio.us
As pointed by Google Blog, besides the RSS feed option – now alerts are delivered faster. Some alerts will also include images, wherever possible
Google Analyticsg y
Tracking TwitterTracking Twitter
•Twitoaster•Tweetree•ThreadedTweets•Su.pr•Bit.ly•Twitalyzer
•MakeUseOf on Twitter•http://twitter.com/MakeUseOf
Facebook Insightsg
Workshop Series Overview
JourneyJourney
brandconnect
Target
transactbrand transact
Take Off
Target
connecttransact connect
f
Take Off
brand
Transform
1 Transform1 Transform
• Persona Management (today’s focus)– Knowledge Managementg g
– Personal Branding
Multiple PersonasMultiple Personas
2 Take Off2 Take‐Off
• Connecting and Networking– Networking tools and techniquesg q
– How to work a (virtual) room
Integrate online and offline– Integrate online and offline
TargetTarget
• Matching and Executing– Matching and Closing the dealg g
– Executing Transactions
Executing Projects– Executing Projects
– Getting results
Requirement is posted online
Through its search CC platform automatically identifies matching skillsets posted by members and prospects.
Invites to Networking for matched parties to attend, with a closed briefing if interested
HTC requires embedded online qapplications for Android PDAs
Members who have indicated interest by response, will be invited to a project space online.
An appointed mentor/expert will assist
CC will again search for relevant IP that can be used, from dbase of research of institutes/ companies.
Makes recommendations to form teams from the forum.
Likely, more than one team will be formed from perhaps 3 countries.
Makes recommendations.
Official teams will submit project scope and requirements
CC Assessment Team then submits proposal to HTC, with specs.
Liaises with project team /Liaises with project team for enquiries.
Appointed mentor/expert will continue with relevant teams toward deliverables
If the project requires funding, or a new entity/process/innovation will be created, CC may seek
HTC signs approval, and awards project team[s].
a loan or grant from Spring or relevant parties.
