2. Part 1: The Big Picture: How the Social Shift is
Transforming the Enterprise
Part 2: Practical Steps: The Journey to Social
Media Maturity
Part 3: Q&A
BUILDING A BETTER LISTENING ORGANIZATION
7. It is a fundamental innovation, enabling new multi-
billion dollar markets/companies (ex: Facebook)
It is a transforming innovation, disrupting multiple
existing multi-billion dollar markets
(ex: $13B CRM market, $80B TV ad market)
It is impacting every part of the enterprise
SOCIAL IS IMPACTING EVERYTHING
10. THE BLENDTEC METRICS
“Anyone can create their
own content. It used to
be that you had to
interrupt people to get
your message across
with a television or a
print ad.”
– George Wright, director of
marketing, Blendtec
$50, 5 videos, 5 days
and 6 million views
24 months later: 100
million views, 700%
growth in sales
11. The social web’s reach is now bigger than TV
It’s messages can propagate faster; they last longer
Messages are more trusted because they move through a
network of trust (friends)
No single institution controls it; everyone is a participant
The “social phone”: It is a multi-purpose medium, more
like the phone network than TV/mass media**
THE NATURE OF THE SOCIAL MEDIUM
12.
13. The social web is causing the biggest cultural shift
in business since the ‘mad men’ era
Your brand is now the sum of conversations
about it
CONCLUSION
14. Part 1: The Big Picture: How the Social Shift is
Transforming the Enterprise
Part 2: Practical Steps: The Journey to Social
Media Maturity
Part 3: Q&A
BUILDING A BETTER LISTENING ORGANIZATION
15. BUILDING A
LISTENING &
RESPONSE ENGINE
Responder
Responder
Responder
Operations
Communications
& Public
Relations
Sales and
Marketing
Professional
Services
Product
Teams
Executive
And
Management
Customer
Service
Traffic
Coordinator
Responder
Community
Relations
Traffic
Coordinator
Traffic
Coordinator
Traffic
Coordinator
Insight
Reporting &
Analysis
Brand Conversations
A coordinated social
strategy, process &
listening platform
enables every employee
to get closer to the
voice of the customer
and delivers an
engaging customer
experience
20. HELPFUL RESOURCES (E-BOOKS)
Social Media Listening,
Measuring & Engaging Primer
Socializing The Enterprise
Customer Service in the Age of
Social Media
The Radian6 Social Media
Engagement Playbook
Social Media for B2B: It’s Not
as Different as You Think
Building & Sustaining Brand
Community
Social Media Measurement &
Analysis
Social Media Time
Management
Social Media Execution: The
Journey
http://bit.ly/radian6library
$63B in US ad traditional media ad spend in first half of 2010 (TV, print magazine & newspaper, radio)
Explain McLuhan
Talk about the Nature of the Social Medium, but first start with a little excercise
Tom Dickson, CEO of blendtek. They spent $50 on their first 5 videos and bought a white lab coat, the URL, and a selection of items to be blended, including a garden rake, a rotisserie chicken and a Big Mac Extra Value meal.
The Boost Mobile Shuffle on the top right – brought back McMahon and the 1985 Bears – one of the top rated super bowl ads by armchair creative directors. $3M for 30 second spot reaching approximately 90 million viewers. Boost's U.S. ad spending for the first nine months of 2009 topped $66.3 million
KGB on the bottom right – got lots of attention for having their ad banned.
Tom Dickson, CEO of blendtek. They spent $50 on their first 5 videos and bought a white lab coat, the URL, and a selection of items to be blended, including a garden rake, a rotisserie chicken and a Big Mac Extra Value meal.
Boost Mobile on the top right
KGB on the bottom right
Conclusion: the social web’s impact on society will be much bigger than the era of mass media.
For business, it isn’t just the domain of the media or advertising dept (like TV/advertising); it will affect every job (like the phone).
How many of you use the television as a communication tool to get your job done? How many use the phone?
Next: Your brand is now the sum of conversations about it
Every business function/process will be impacted; every business system will be impacted
Every company will need to implement social communications infrastructure (listening platform)
Talk about each function being impacted…
The Four Phases of Social Media Adoption
Also case studies from Intuit, H&R Block, Dell, American Red Cross, AMD, Beachbody/p90X, Molson Coors, Pepsi, UPS, Southwest Airlines, Verisign, Cirque du soleil, etc.
We also have white papers like making the case for social media, podcasts like with the Microsoft XBOX team, KIVA (micro lending), National Geographic, Kodak, Crocs, & agencies / consultants like Golin Harris, Dix & Eaton, Mullen, thought leaders like Brian Solis, etc.
Also case studies from Intuit, H&R Block, Dell, American Red Cross, AMD, Beachbody/p90X, Molson Coors, Pepsi, UPS, Southwest Airlines, Verisign, Cirque du soleil, etc.
We also have white papers like making the case for social media, podcasts like with the Microsoft XBOX team, KIVA (micro lending), National Geographic, Kodak, Crocs, & agencies / consultants like Golin Harris, Dix & Eaton, Mullen, thought leaders like Brian Solis, etc.
Why do we listen?
Listening sends a message: it says you are important to us. If you’re listening behind the scenes or keeping it low profile, then you are missing the opportunity.
Make a big deal about your listening & engagement shows people you are investing in them.
Also case studies from Intuit, H&R Block, Dell, American Red Cross, AMD, Beachbody/p90X, Molson Coors, Pepsi, UPS, Southwest Airlines, Verisign, Cirque du soleil, etc.
We also have white papers like making the case for social media, podcasts like with the Microsoft XBOX team, KIVA (micro lending), National Geographic, Kodak, Crocs, & agencies / consultants like Golin Harris, Dix & Eaton, Mullen, thought leaders like Brian Solis, etc.
Show your customers you care… let them know you are listening.