Social business case study - SJSU Sept 2015
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A case study on social for SJSU business students covering content, community, celebrity and collaboration.
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Social business case study - SJSU Sept 2015
- 1. Social Business Case Study Daryl Pereira IBM Cloud Marketing @CagedEther
- 2. Engage, not sell “The power of social media is it forces necessary change." (Erik Qualman, Harvard MIT Professor)
- 3. How did businesses communicate with their customers in the past?
- 4. Commerce used to be personal!
- 5. Mass production era: functional roles and process optimization
- 6. Mass production era: communication is scaled!
- 7. Mass production era: it’s a numbers game
- 8. Mass production era: it’s a numbers game “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838 – 1922)
- 9. Social: opens up new means of engagement
- 10. Social: exposes advocates and feedback
- 11. Social: now you know which half is wasted! Measure: reach, engagement, action
- 12. The 4 C’s of Social CONTENT COMMUNITY CELEBRITY The currency of engagement New forms: Periscope Value of social grows with network New networks: GroupMe The influence space is in constant flux New influencers: Youtube stars
- 13. The 4 C’s of Social CONTENT COMMUNITY CELEBRITY The currency of engagement New forms: Periscope Value of social grows with network New networks: GroupMe The influence space is in constant flux New influencers: Youtube stars
- 14. The 4 C’s of Social: Content https://www.youtube.com/watch?v=R55e-uHQna0
- 15. The 4 C’s of Social: Community http://twitter.com/slackhq
- 16. The 4 C’s of Social: Celebrity http://variety.com/2014/digital/news/survey-youtube-stars-more-popular-than-mainstream-celebs-among-u-s-teens-1201275245/
- 17. The 4 C’s of Social: Collaboration http://developer.ibm.com
- 18. What is the case? You will be assigned one of the 4 C’s Learn about that C and best practices around it Investigate what the organization is currently doing, and make recommendations
- 19. What is the case? Iguanas audit Research online Recommendation examples Content What content is currently being shared on social media? On what channels is the content shared? Who generates the content? “content marketing” “social media content” What content could Iguanas develop to build stronger relationships? Are there other types of content Iguanas could be building? Community How many people follow Iguanas through different social channels? What kind of people are they? Who are Iguanas target market? “growing followers” “community management” How can Iguanas build their community online? How can they develop closer relationships with the existing community? Celebrity Who are the ‘celebrities’ (main influencers) in the Iguanas network? What programs could Iguanas develop around other influencers? “influencer marketing” “social media advocacy” How can Iguanas develop closer relationships with its current advocates? How can Iguanas develop programs around celebrities to help grow its business? Collaboration How does Iguanas currently manage communication across employees and with partners and suppliers? How does Iguanas deal with feedback through its social media accounts? “enterprise collaboration” “employee engagement” How can Iguanas better engage the workforce and share information and knowledge across the organization? How can Iguanas better manage feedback from its social channels?