My intro and presentation - "From Social Networking to Social Business" - from the Social Media Roundtable event held at HP Cupertino on April 21, 2010

1. Social Media for Business Executive Roundtable, Cupertino CA April 21, 2010 hosted by HP | sponsored by EIS and OutStart

2. Welcome! Social media and Web 2.0 are top of mind for many of us. Especially as social networking and communities change the way we work, shop, socialize, and share ideas. But…how much of this translates to day-to-day business? And not just the ‘easy’ stuff! This roundtable event bring together social media, customer service, education and marketing leaders to share experiences, discuss successes/challenges, and learn about some of the latest trends and approaches for applying social media for business Thanks – to HP, our host; to our presenters, and to EIS and OutStart, our sponsors!

3. Agenda

4. Introductions + Hot Topics Name, Company, Role + One question or goal for today’s session

5. Evoke From Social Networking to Social Business Allen Bonde | Twitter.com/abonde | allen@allenbondegroup.com

6. Key Questions… Where are we in the growth and evolution of social media? How can we best apply social in mainstream marketing? What is needed to drive business adoption more broadly?

7. Where are we in the growth and evolution of social media? Where are the fish?

8. A Brief History 22% of F500 have public facing corporate blogs; 86% of these link to corp Twitter account growth What is the state of social media adoption (blogs and public social networks)…and how did we get here? 346 M WW blog readers Ad model Twitter 18 M+ US adult users invest launch Twitter 6 M US adult users 94 M US blog readers LinkedIn 60 M members 60 M blogs Launch of Buzznet LinkedIn 33 M members Launch of Delicious Launch of Digg Launch of Huffington Post Launch of Plaxo 400 M LinkedIn 10 M members Facebook 300 M active users Facebook 100 M active users Launch of LinkedIn News Corp buys MySpace for $580M Facebook 20 M active users 79.5 M US online social network users (monthly) Launch of MySpace Yahoo! buys Flickr Launch of Twitter MSFT invests $250M in Facebook Launch of Facebook Facebook passes MySpace in monthly visitors Google buys Blogger Google buys YouTube 10 M blogs 2003 2004 2005 2006 2007 2009 2008 2010 Sources: company factsheets,Technorati, eMarketer, Wikipedia, press reports, Umass Dartmouth study

9. Some Definitions Social Media Social Media Marketing blogs, wikis, forums, public social networking sites, microblogging (Twitter), audio or video sharing sites, where a community model is in play and user-generated content and connections are the primary currency. These are the “channels” for social media marketing the business use of social media for engaging customers, building brand, creating leads and/or driving product innovation Social Business Software the general class of Web 2.0 “packages” geared toward enterprise users (also called Enterprise 2.0). SBS to this point has mostly been used to power private/company communities and public or specialty forums where scale or management or monitoring is key

10. Selected Social Trends 4 out of 5 online Americans use social content at least once a month (Forr) social networks and blogs now the 4th most popular online activity – ahead of personal email (Nielsen) 35-54 and 55+ two fastest growing age groups on Facebook Service & Support Yet TODAY, only 2-10% of total customer service & support is handled using social media (TSIA) 63% say social media “very desirable/critical” to service & support org in 2 years (TSIA) Marketing As paid social ads top $1.3B in 2010 (eMarketer), are traditional agencies / media buyers ready for new channels? Ford Motor Co. is spending 25% of its marketing dollars on digital and social media (BW)

11. How can we best apply social in mainstream marketing? What’s the hook?

12. Community Marketing Model (CMM) CORE BELIEF:every relationship begins with a discussion. WHAT THIS MEANS:in today’s Facebook world, a key role for marketing (and customer service!) is using social media/networking to engage in discussions* – ideally steering and monitoring the community as it defines your brand and products – and then to capture feedback which 1) iteratively improves the brand experience and 2) generates leads. Creating a Framework GOAL: add structure and repeatable process around using online social media and offline marketing and community-building programs so businesses can participate as a regular trusted advisor * Community discussions can span online and offline channels

13. Feedback Engagement CMM in Action – it’s all About Discussions! PR, local events 1 2 community defines the brand Conversations Wiki/blogs Ratings/ Reviews Social sites Market research Social Search defines the experience online Profiling Focus groups Monitoring/analytics Community management Product Innovation defines product / solution / partners offline Message Tuning 3 generates qualified leads Surveys

14. Managing Social Channels One overall social strategy + (separate) channel owners/tactics needed Social media campaignsmust target unique characteristics of each channel Each social channel has its own “persona” – demographics, usage, style, rules etc.

16. Twitter to blog content

17. Website to Facebook fan pagecasual Tone

18. Twitter and Brand Value – a correlation? Many top brands (esp. retail, media, high-tech) have high Twitter influence/engagement scores – but not all; and some companies (esp. in cable TV, insurance) who have invested heavily in Twitter have NOT seen a bump in their brand/experience scores Forrester CxPI scores vs. Twitter Grader scores Barnes & Noble Marriott Hampton Inn (Hilton) Amazon Top 10 Holiday Inn (IHG) Kohl’s JC Penney Comfort Inn (Choice) CxPI ranking Bj’S Wholesale (not active) Macy’s US Airways CITI (forward) Comcast Aetna (not active) Qwest (talkto) HSBC (careers) CIGNA Bottom 10 Medicaid (CMS Gov) UHG (Feds) Charter 95 100 90 Twitter Grader “influence”

19. What is needed to drive business adoption more broadly? How to scale?

20. Moving from Social Networking to SBS Social businessstrategy often evolves from initial efforts with social media/marketing Integrating with core biz processes and communication leads to need for new platforms Vendors such asOutStart, Jive, Lithium, Socialtext etc. offering ‘SBS’ or Social CRM solutions

22. Checklist for Social Business Strategy SEE : 10 Steps to a Practical Social Media Business Strategy, Allen Bonde, SearchCRM.com, 27 Jan 2010

23. Bottom Line Social is clearly disruptive + attractive, but path to full-scale social business still uncharted Social media marketing more proven, builds on community/ multi-channel marketing (mostly) Watch for: mobile/ location/ Twitter apps, lots o M&A! + listen to Gautam and Esteban!