Dave Evans BizBuzz Keynote

Social Media And why it matters.

Three Questions Why does Social Media matter? How does Social Media fit? Can you show me some money? Also: @evansdave #bizbuzz

Why “Social Media?” Less of a Television Channel Bringing Friends and Colleagues Closer A Sea of Shared Knowledge Misunderstandings Cause Many of the World's Woes Coming to Better Understandings We Leave for Those Who Follow A Friendly Environment For Them to Adopt or Correct Working on Knowledge Together Our Reasoning and Assumptions Made of Things We Have Seen or Figured Out Having Worked Them Out We Can Work Them Out in Cyberspace 0:50

The Social Feedback Cycle marketer-generated (Think “funnel”) word-of-mouth be aware consider buy consumer-generated (Think “megaphone”) use form opinion talk Social content, networks, and interactions relative media spending brand awareness keyword Social Web

The Purchase Funnel Awareness  Consideration  Purchase Social Media

The Social Web, Deconstructed. Social Content Social Platforms BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS PROFILES EVENTS and CALENDARS STATUS UPDATES Social Graph INTERACTIONS A place to meet, connect, collaborate, and solve problems .

What’s a TV Channel? We all have them… but what are they? 0:43

TV: Sarnoff’s Law Broadcast: One-to-Many. Value is related directly to the subscriber base. Conversation is one-sided; Passive audience. TV Facilitates Interruptions.

What does this mean for my business? “ If you couldn’t interrupt me, how would you reach me?” 1:15 0:40

Question Authority of consumers don’t believe that companies tell the truth in advertisements 76% Source:Yankelovich

Case Study: DELL August 7, 2005: Satisfaction plummeting; Marketshare shrinking; Stock price deflating;  700 Comments

Dell Support reduces support cost and improves support experience. Built on Lithium Technologies forums platform Case Study: DELL

Case Study: DELL IdeaStorm solicits ideas directly from customers.

Built around lifestyle of “mobile” Indirectly promotes Dell hardware. Case Study: DELL

Built around lifestyle of small biz owners, rather than Dell. Operated by Dell Small Biz team. Case Study: DELL

Case Study: DELL Employee community that facilitates collaboration and response to customer issues

Our @DellOutlet is over 1.5 million followers on Twitter. We’ve now passed $3 million from DellOutlet and $6 million from DellSmBizOffers. Lionel Menchaca, Dell Chief Blogger Case Study: DELL

Implementing Social Media Bringing Friends and Colleagues Closer A Sea of Shared Knowledge Less of a Television Channel Misunderstandings Cause Many of the World's Woes Coming to Better Understandings We Leave for Those Who Follow A Friendly Environment For Them to Adopt or Correct Working on Knowledge Together Made of Things We Have Seen or Figured Out Our Reasoning and Assumptions Having Worked Them Out We Can Work Them Out in Cyberspace 0:35

Tie to Business Objectives What are you trying to do? Who are you trying to do it to? How will you measure results? Thinking of the Social Web as “Twitter” or “Facebook” is like thinking about “America” as a tractor or cement mixer. It’s not about the tools: It’s about what the tools enable.

Understand the Audience Consumption and participation are indicators of the clear trend.

Integrate with Marketing http://www.brooklynmuseum.org Integrated Campaigns Social Media Magazines TV and Radio Direct Mail Online Advertising

What does this mean for my business? How do I influence the collective? How do I build support inside my organization? 0:30

The Operations Connection Operations Marketing The challenges that CMOs are tasked with are often more operational than “marketing.”

Mary Beth Kemp/ Forrester Marketers need to: Connect the dots Disparate  Holistic Prepare for innovation “ Take the reins of the brand experience and ensure that all of the touch points in the company -- operations, retail, sales teams, the call center -- adhere to and promote the brand experience consistently .”

Using Social Networks, I http://johnbell.typepad.com/ Spotting influencers is key to efficient outreach.

Targeted CPC LinkedIn to landing page Integration via API Using Social Networks, II This is a smarter landing page!

Using Social Networks, III http://itsinsider.com/ http://www.socialmedia.org/ Launched 2008 Average 2 customer-driven innovations per week. Stock price has outperformed competitive set since program began.

Using Social Networks, IV 0:27 When your customers are using location-based, real-time tools that provide indicators of organizational behaviors and personal values-based connections, how will your business be forced to evolve?

Using Social Networks, V If you saw this tweet in real-time , and knew it was from a patient or family member in your hospital, what would you do next ? What would be able to do next?

Shared Curation Us: Enforcing Policy Them: Judging Content http://www.ibm.com/blogs/zz/en/guidelines.html

Transparency and Disclosure To violate trust is to violate a relationship. All other mistakes can be forgiven.

FTC - Transparency Brand is responsible Create code of ethics WOMMA Ethics Code Ethics In Social Media

Measurement and Metrics    Social Media Listening Web Analytics Pipeline Metrics Products with syndicated reviews convert 26% higher

The Net Promoter Score Likelihood of Recommendation (0-10) Share of Promoters (9-10) Share of Detractors (0-6) Difference is Net Promoter score % Strong Promoters - % All Detractors = Net Promoter Score, % http://www.hearthis.com/index.php/features/fred_reichheld_on_good_profits_and_true_growth/

Net Promoter Doesn’t Lie Word of Mouth Among Airlines Source: Harvard Business Review (evangelists)

Four Tips Plan “Long-term.” Social Media is not “Fast.” Look for conversations and understand them. Listen, Engage, Respond. Measure everything, and connect it to your business or non-profit organization.

Compelling Examples Less of a Television Channel Bringing Friends and Colleagues Closer A Sea of Shared Knowledge We Leave for Those Who Follow Having Worked Them Out Misunderstandings Cause Many of the World's Woes Our Reasoning and Assumptions A Friendly Environment Working on Knowledge Together Made of Things We Have Seen or Figured Out For Them to Adopt or Correct Coming to Better Understandings We Can Work Them Out in Cyberspace 0:15

“ [Being a Thought Leader] is being considered the best, most authoritative, trusted source. It means being the “go to” people. It means being given the first look, being invited into a development project and asked for advice. It means being the organization that others MUST HAVE involved with a project. And it all leads to increased sales, profits, and image or it simply didn’t matter.” Rick Short, Indium Indium/ Thought Leadership “ 25% reduction in marketing spend”

AMEX Open Forum Provides business advice and insight to AMEX consumers Idea Hub for members to network around content based on their interests Business directory to help connect SMBs looking for clients or partners Unique visitors increased by 525% year on year – from 160,000 in 2008 to nearly 1 million in 2009

Hospitals (B2C) are Ramping Up Microsoft adCenter Community for advertising and publishing professionals Engages community through community blogs, Twitter and Facebook Active listening program and community management to respond to member communities

And so is (B2B) Healthcare Community for healthcare professionals to share knowledge, experiences and best practices Supports continuing education through learning resources Over 265,000 registrants are participating in online learning activities

BMW/ Facebook Built in Facebook, using Graffiti Wall application 2-3 hours average time spent Integrated with larger marketing program Winning car in BMW museum

2 Examples: Gov’t and Non-Profit 10:00a 0:05

LIVESTRONG/ Grassroots Marketing

Goodwill/ Brand Repositioning Program Components: Blog Facebook Business Page YouTube Video Twitter Presence eBay Sales Page

Over 11,500 unique visitors to virtual fashion show; 42,000 page views 16% of visitors have been converted into online Goodwill shoppers Fashion Show Visitors from 31 countries and 48 states plus DC 48% of fashion show visitors from the DC, MD, VA the area we serve) Blog is averaging between 600 & 700 visitors a week 5.6% of blog visitors converted into online Goodwill shoppers Blog visitors from 77 countries and all 50 states Brick & mortar stores, two weeks following the launch of the fashion show: Customer count + 6.6% Rack sales (clothing) + 16.5% Total sales + 8.275% Goodwill/ Measuring Results

I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings. If misunderstandings are the cause of many of the world's woes, then can we not work them out in cyberspace. And, having worked them out, we leave for those who follow a trail of our reasoning and assumptions for them to adopt, or correct. --Tim Berners-Lee, 1995, Vannevar Bush Symposium at MIT A Sea of Shared Knowledge

Dave Evans BizBuzz Keynote

More Related Content

What's hot (20)

Viewers also liked (12)

Similar to Dave Evans BizBuzz Keynote (20)

Recently uploaded (20)

Dave Evans BizBuzz Keynote

Editor's Notes