A talk at HTNG in Lisbon on why 'doing social media' outside the company isn't enough to achieve the adaptability companies need to survive the 21st century.

1. Change comes from within Why social media outside the company isn’t enough Leon Benjamin

2. http://winningbysharing.typepad.com/ http://www.desticorp.typepad.com/ Who?

4. British Airways – Business Case Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √ √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √ Special offers to subscribers Affiliation √ √ Viral sales Member-Member commerce √ √ Packaging brand products to serve customer's own network Web Services, community, UGC √ Forms deeper customer relationships Competitive research √ √ Access to opinions using polls/surveys Product development & feedback √ √ √ Lower service development costs Peer-to-peer self-help √ √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member

10. Mornflake – Case Study Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √ √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √ Special offers to subscribers Affiliation √ √ Viral sales Member-Member commerce √ √ Packaging brand products to serve customer's own network Web Services, community, UGC √ Forms deeper customer relationships Competitive research √ √ Access to opinions using polls/surveys Product development & feedback √ √ √ Lower service development costs Peer-to-peer self-help √ √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member

13. Competitive Comparison Web presence indicator Jordans Dorset Mornflake Comment Main site Page Rank 4 5 4 Mornflake catches up Google Search Results 47,800 37,000 21,000 At peak. Currently 14,000. SamePoint Search Results 2,700 5,500 1,600 Reflects the shorter time/less content No. Twitter Followers 330 188 4,000 Surpassed competition.

14. Quantitative Outcomes Target/objective Achieved? Delivered Comment 100,000 registrations X 3138 683 video, 2455 Bag of Oats 20m interactions with the brand X 2m interactions Based on link planting Rich video advertising content √ 51, 30sec-90sec videos £250k market value Customer intelligence √ Qualitative feedback after trying product Cost avoidance of focus groups? Incremental demand for product Cost avoidance (Facebook advertising) √ £50k Based on five month ad campaign to raise awareness (home page ads) Presence all major social media platforms √ Flickr, Youtube, Facebook, Typepad (blog), Twitter 4,000 Twitter followers Improve the selling process to big supermarkets √ Young buyers at supermarkets more aware of product Penetrate new demographics √ See above Engaged new demographic age group 25-45

16. The Big Shift

17. What’s that coming over the hill?

18. The Big Shift

25. Change comes from within In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community . Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal