Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
3. Social Emotions
“The essential difference between
emotion and reason is that emotion
leads to action, while reason leads to
conclusions.”
Donald Calne, neurologist
4. Media has changed - 2006
“To find something comparable, you have to go back 500 years
to the printing press, the birth of mass media … Technology is
shifting power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people who are
taking control” Rupert Murdoch, Wired July 2006.
23. Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
24. We now know the truth
76% don’t believe
that companies tell
the truth in
advertisements
Source: Yankelowich
25. Consumer recommendations are
the most credible form of
advertising among 78% of the
study’s respondents.
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”
(global Nielsen survey of 26,486 Internet users in 47 markets)
33. Social media impacts your brands reputation
34% post opinions about products and
brands on their blog
36% think more positively about companies
that have blogs
Source: Universal McCann Power to the people - Social Media Tracker Wave 3
35. Social Media and the Conversational web
What is Social Media?
Why does it matter?
Social media action plan
36. Try and control this?
Consumers are beginning in a very real sense to own our brands and
participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
37. Ignore it ?
... But this just eliminates you from the conversation
38. Social Media action plan
What is Social
Media?
Listen
Why does it
matter?
Social media
action plan Engage
Influence
54. LISTEN : Social Media services
Listen
Research : opinions in real time
Risk Awareness
Insights Social Media Audit
Permission to Engage Social Media Monitoring Strategy
Monitoring development
Insights reporting
Training
We monitor social media because it provides unsolicited and unbiased consumer opinions about
our products and brands in real time. If a brand, messaging or product problem is identified by
bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments
help us understand early on if something is working particularly well.”
Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.
57. Cicero’s 9 rules from “On Duties” in 44BC
1. Speak clearly
2. Speak easily, but not too much, give others their turn
3. Do not interrupt
4. Be courteous
5. Deal seriously with serious matters, gracefully with lighter ones
6. Never criticize people behind their backs
7. Stick to subjects of general interests
8. Do not talk about yourself
9. Never lose your temper
58. Example – UK civil service
http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp
Be credible
Be accurate, fair, thorough and transparent.
Be consistent
Encourage constructive criticism and deliberation. Be cordial, honest and
professional at all times.
Be responsive
When you gain insight, share it where appropriate.
Be integrated
Wherever possible, align online participation with other offline
communications.
Be a civil servant
Remember that you are an ambassador for your organisation. Wherever
possible, disclose your position as a representative of your department or
agency.
61. GM’s FASTLANE blog
"These people have a great deal of
influence, not just on what we read,
but on the cars their friends and family
purchase.“
Bob Lutz, the vice chairman of General Motors,
81. Influence
“Measuring the results of how you effect
social media, then using that insight to
stimulate conversations, making it easier
for people to recommend and sample
your products”
Ian Farmer
82. Social Media services
Influence
• Expand touchpoints
• Measurement of campaigns
• Risk mgmnt “Ask the audience”
• Build loyalty & Identify Evangelists
• Collaboration opportunities
• Word of mouse!
Influence Identification
Loyalty & evangelist
programs
Campaign metrics
Word of Mouth Marketing
Internet is twice as influence of TV and 8 times that of Print
(source: Digital Influence Index study Fleishman-Hillard)
83. Social Media action plan
What is Social
Media?
Listen
Why does it
matter?
Social media
action plan Engage
Influence
84. Social Media – continuous learning
• Don’t FAIL to LEARN
• DO FAIL to LEARN
85. More information
Ian Farmer
ian@frontiering.com.au
+61 417 460 518
www.twitter.com/ifarmer
www.linkedin.com/in/ifarmer
Ian’s blog : http://frontiering.com.au