Risks and Rewards of Social Media Engagement

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The document discusses the risks and rewards of social media engagement. It addresses how to evaluate risk in social media and how to manage or mitigate those risks. It also covers how much impact there is if risks are not properly addressed. The document provides frameworks for understanding risk profiles of different social media engagement strategies and models for social media engagement.

Tecnología Empresariales

or…

…how do we control the
message in Social Media, what
is the risk of getting involved
and when is this risk
outweighed by the risk of not
getting involved?

© Daemon Group 2008 www.daemondigital.com

What’s on the agenda

• A short history of the world
• What is the risk … and how can we evaluate it?
• How to manage, or mitigate, risk in Social Media
• How much does it really matter if you get it wrong?
• Controlling your message … or have you ever?
• Key person risk, who should engage and why?
• Approaching the tipping point?

© Daemon Group 2008 www.daemondigital.com

The opportunity in context
29.8m
61.0m
0.26m
5.4m
17.8m

3.7m

72.9%
5.1m

© Daemon Group 2008 www.daemondigital.com
Source: UM Wave 3

Social Media users by global region
5.20%
9.17%

34.55%

22.61%

28.47%

Asia Pacific Europe North America Latin America Mid East/Africa

Based upon unique visitors in June 2008

© Daemon Group 2008 Source: comScore World Metrix www.daemondigital.com

Social Media 62%
47.4% read
post 29.0%
write
77.0% Imagery Blogging
watch No14
28.2% Micro Sydney*
Video
upload blogging

Podcasting RSS
24.6%
40.2% feed
listen

Forums Widgets

Chat Networks
74%
message 21.1%
belong

© Daemon Group 2008 Source: UM Wave 3 *Twitter Grader www.daemondigital.com

© Daemon Group 2008 www.daemondigital.com

Normal distribution of technology adoption

© Daemon Group 2008 www.daemondigital.com

Early adoption

© Daemon Group 2008 www.daemondigital.com

Standard extended lifecycle

© Daemon Group 2008 www.daemondigital.com

© Daemon Group 2008 source: thepaisano.wordpress.com www.daemondigital.com

Traditional definition of risk

Risk = probability x impact
Risk = (probability of an event occurring) x (impact of event occurring)

© Daemon Group 2008 www.daemondigital.com

Risk in information systems

• The probability that there is a threat;

• The probability that there are any vulnerabilities;

• The potential impact on the business

© Daemon Group 2008 www.daemondigital.com

Risk in information systems

• The probability that there is a threat;

Someone who could attack the organisation

• The probability that there are any vulnerabilities;

The susceptiblity to attack, or what could be used against the organisation

• The potential impact on the business

What damage could be caused by the attack

© Daemon Group 2008 www.daemondigital.com

Definition of risk in information management

Risk = threat x vulnerability x impact

© Daemon Group 2008 www.daemondigital.com

Definition of risk in Social Media

Risk = threat x vulnerability x impact
engagement

© Daemon Group 2008 www.daemondigital.com

Definition of risk in Social Media

Risk = Kohnstamm x reputation x sales
Credibility/Thorn Tree

© Daemon Group 2008 www.daemondigital.com

95 video results on You Tube
0 video responses from Taco Bell
1.2 million view to first video alone
Taco Bell response on website
2,975 comments to first video alone
0 comments from Taco Bell

Rats Take Over KFC/Taco Bell

© Daemon Group 2008 www.daemondigital.com

Social Media engagement

© Daemon Group 2008 www.daemondigital.com

Social Media engagement model

© Daemon Group 2008 www.daemondigital.com

Controlled

ADVERTISING

Monologue Dialogue

© Daemon Group 2008 www.daemondigital.com
Uncontrolled

Controlled

ADVERTISING

Monologue Dialogue

WORD OF MOUTH

© Daemon Group 2008 www.daemondigital.com
Uncontrolled

Controlled

ADVERTISING

Monologue Dialogue

SOCIAL MEDIA

© Daemon Group 2008 www.daemondigital.com
Uncontrolled

Zero to 60: Ford’s Social Media
Story

Scott Monty (@ScottMonty)
Global Digital Communications
Ford Motor Company (@Ford)

© Daemon Group 2008 www.daemondigital.com

45% of employers screen
Social Media sites

© Daemon Group 2008 www.daemondigital.com
source: careerbuilder.com 2009

reported they found content on social media that
caused them not to hire the candidate

© Daemon Group 2008 www.daemondigital.com
source: careerbuilder.com 2009

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Risks and Rewards of Social Media Engagement

1. Risk and Reward in Social Media

2. or… …how do we control the message in Social Media, what is the risk of getting involved and when is this risk outweighed by the risk of not getting involved? © Daemon Group 2008 www.daemondigital.com

3. What’s on the agenda • A short history of the world • What is the risk … and how can we evaluate it? • How to manage, or mitigate, risk in Social Media • How much does it really matter if you get it wrong? • Controlling your message … or have you ever? • Key person risk, who should engage and why? • Approaching the tipping point? © Daemon Group 2008 www.daemondigital.com

4. The opportunity in context 29.8m 61.0m 0.26m 5.4m 17.8m 3.7m 72.9% 5.1m © Daemon Group 2008 www.daemondigital.com Source: UM Wave 3

5. Social Media users by global region 5.20% 9.17% 34.55% 22.61% 28.47% Asia Pacific Europe North America Latin America Mid East/Africa Based upon unique visitors in June 2008 © Daemon Group 2008 Source: comScore World Metrix www.daemondigital.com

6. Social Media 62% 47.4% read post 29.0% write 77.0% Imagery Blogging watch No14 28.2% Micro Sydney* Video upload blogging Podcasting RSS 24.6% 40.2% feed listen Forums Widgets Chat Networks 74% message 21.1% belong © Daemon Group 2008 Source: UM Wave 3 *Twitter Grader www.daemondigital.com

17. Traditional definition of risk Risk = probability x impact Risk = (probability of an event occurring) x (impact of event occurring) © Daemon Group 2008 www.daemondigital.com

18. Risk in information systems • The probability that there is a threat; • The probability that there are any vulnerabilities; • The potential impact on the business © Daemon Group 2008 www.daemondigital.com

19. Risk in information systems • The probability that there is a threat; Someone who could attack the organisation • The probability that there are any vulnerabilities; The susceptiblity to attack, or what could be used against the organisation • The potential impact on the business What damage could be caused by the attack © Daemon Group 2008 www.daemondigital.com

20. Definition of risk in information management Risk = threat x vulnerability x impact © Daemon Group 2008 www.daemondigital.com

21. Risk profile of engagement Use Social Media to listen Use Social Media to ask questions Use Social Media to extend your contacts Use Social Media to drive your existing contacts Use Social Media to sell your IP Use Social Media to sell your services © Daemon Group 2008 www.daemondigital.com

22. Binary risk profile of Social Media Threat Vulnerability Impact Risk Listen 0 0 0 0 Ask questions 0 1 0 0 Extend contacts 1 1 1 1 Drive contacts 0 1 1 0 Sell intellectual property 1 1 1 1 Sell products or services 1 1 1 1 © Daemon Group 2008 www.daemondigital.com

23. Risk profile of engagement Use Social Media to listen Use Social Media to ask questions Use Social Media to extend your contacts Use Social Media to drive your existing contacts Use Social Media to sell your IP Use Social Media to sell your services © Daemon Group 2008 www.daemondigital.com

25. Definition of risk in Social Media Risk = threat x vulnerability x impact engagement © Daemon Group 2008 www.daemondigital.com

26. Definition of risk in Social Media Risk = Kohnstamm x reputation x sales Credibility/Thorn Tree © Daemon Group 2008 www.daemondigital.com

27. 95 video results on You Tube 0 video responses from Taco Bell 1.2 million view to first video alone Taco Bell response on website 2,975 comments to first video alone 0 comments from Taco Bell Rats Take Over KFC/Taco Bell © Daemon Group 2008 www.daemondigital.com

37. Zero to 60: Ford’s Social Media Story Scott Monty (@ScottMonty) Global Digital Communications Ford Motor Company (@Ford) © Daemon Group 2008 www.daemondigital.com

44. reported they found content on social media that caused them not to hire the candidate © Daemon Group 2008 www.daemondigital.com source: careerbuilder.com 2009

Risks and Rewards of Social Media Engagement

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