Being a social business is about creating relationships. Brands are no longer controlled by their owners but by consumers and employees. Consumer-to-consumer interaction is crucial, with peer recommendations trusted more than advertising. Engagement is replacing marketing as the key goal of social media. Social strategy needs to be represented at board level; roles such as chief social media officer will become commonplace. Employees of all levels can communicate socially about the brand, provided that standards are set out to protect both brand and individuals. At a minimum, it is vital that companies listen to what social media are saying about them.
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How to embed social media in your business? Orange Digital corner at Women's Forum 2012
1. How to embed social media in your
business
« Orange digital corner»
2. Who am I?
CEO and founder of the social bureau, a
London/Paris based, social business consulting
agency. Our mission is to work with
organisations to move business in the new
paradigm of customer, partner, employee
participation.
• @delphineRB
• www.thesocialbureau.com
• ]
Before WW social media director at IBM for 4 years. Hold a track record of
improving critical business outcomes exploiting new market opportunities
created by the adoption of social media.
• Held a serie of increasingly responsible positions within IBM Corporate
Communications, Marketing and Sales
3. Who am I?
Global Digital and Social Media Strategist
Tech Speaker
Former Head of Social Media for the UK Government
Specialising in:
• Social Media in Global Corporate Comms and HR
Tiffany St James
CEO and Founder Stimulation Ltd • Creating revenue for media agencies
@tiffanystjames • Social TV: Helping broadcasters with social business
www.stimulationltd.co.uk
4. Evolution of online marketing
Relationship
Direct Results
Value: Web as a relationship
Experimentation management platform
Value: Web as a direct results Primary Goals: Engaging
platform prospects and customers outside
of their Web site
Primary Goals: Drive traffic and
Value: Web as a promotional lead generation Secondary Goals: Lead
vehicle generation, drive traffic, thought
Secondary Goals: Thought leadership and branding
Primary Goals: Trial a new leadership and branding
media concept, gain eyeballs, Measurements: Cost of sales,
build brand and drive awareness Measurements: CPL, CPC, customer retention, brand
brand measurements confirmed penetration and measurements
Measurements: Cost per through surveys from direct results stage
impression
Marketing Tactics: Marketing Tactics:
Marketing Tactics:
– Search ads – Vendor communities
– Branding – buttons,
banners
– Lead generation – white – Two-way ads
papers, webcasts – Messaging connections
– E-mail – newsletters, list
rentals
– Branding - IMUs, larger using trigger marketing
units, microsites – Successful tactics from
– E-mail – list rentals direct results stage
1996-2003 2004-2009 2010-2015
6. The world is now square
BRAND BRAND EMPLOYEE
CONSUMER CONSUMER CONSUMER
Old world New world
7. Corporate culture
v. = Fail
Social media
Corporate Culture +
= Success
Social media
8. Business Model
+
Enterprise Corporate Culture
social business +
Desired value
formula
=
Social business success
9. Top Down
Empowerment
Trust
Tools (availability)
Proper roles of
management & Guidelines
Value
employees
Bottoms up
Interest
Tools (selection)
Participation
10. • Empowered
everyone to
participate
• Learn from mistakes
What I did (or near mistakes)
• Social Computing
at IBM Guidelines
• Building a culture for
participation started
inside first
• Experiment. A lot
11. • Audited skills and
capabilities
• Created a community
of practice of social
What I did media practitioners
in the UK • Enabled training in
Government the skills gaps
• Social Engagement
Guidelines
• Engaged with other
governments
worldwide
16. LinkedIn
LinkedIn is the world’s largest professional network on the Internet
More than 175 million members in over 200 countries and territories
62% of LinkedIn members are located outside of the United States
2011: members did nearly 4.2 billion professionally-oriented searches
2012: Set to surpass 5.3 billion in 2012.
Available in 19 languages:
English, Czech, Danish, Dutch,
French, German, Indonesian,
Italian, Japanese, Korean,
Malay, Norwegian, Polish,
Portuguese, Romanian,
Russian, Spanish, Swedish and
Turkish.
17. Twitter
Twitter is a microblogging site with an organized stream of tweets that
delivers the best suited content for you instantly media, news, events
and all information you need regarding your interests.
Share information online, exchange with your followers
Create, build and develop relationships
• number of Twitter accounts: 465, 000, 000
• number of tweets per day: 175, 000, 000
• new Twitter accounts per day: 1, 000, 000
18. YouTube
YouTube is a video sharing website. Every users can upload, views and
share videos.
2nd search engine in Europe
4 milliards of videos watched around the world
800 millions of unique visitors per month
20. Pinterest
Pinterest is a place where you can dream about, plan and organise all
the things you like into boards. This platform is only about pictures.
The concept: you pin pictures you like that you find online or upload
them from your laptop.
It is about building your history and your interests via pictures
Key words: Interest, surprise, emotion, interaction
11 700 000 members worldwide
104 000 000 unique visitors p/month
2,3 milliards of viewed pages in March 2012
22. One of the most successful brand on Pinterest
Etsy has all its pins organized to give you tons of ideas.
Giving customers new ideas for how they can use products
Give them more reasons and incentives to buy.
roughly 3% of all Pinterest pins are of Etsy products
19% des cyberacheteurs ayant récemment acheté après avoir vu une image sur
Pinterest ont passé leur commande sur Etsy.com
153, 494 followers
45 boards
3,648 pins
24. Path
Path is a personal network where you conect with family ans close
friends. By limiting you to 150 connections, Path is a trusted place to
share your moments that matter with your closest people.
Take pictures, videos and share it on Twitter, Tumblr, Foursquare
Check in to places with friends, share thoughts and content
3 millions users
25. Instagram
With 100 million users, Instagram is an application for
smartphones to make and share gorgeous photos thanks to a
range of filters. Transform every moments into works of art you
will want to share.
On Facebook 300 million
photos are uploaded p/day
One new user every second
One billion photos have been
taken with the app
Roughly 58 photos uploaded
each second
26. Scoop.it/ Twylah
Scoop. It is a publishing platform. Scoop.it Twylah is an automated twitter aggregator
helps to find content from your favorite topics with the ability to set topics you wish to be
and creates your own online magazine renowned for. Each tweet is indexed by
Google, ensuring better search.
Tiffany part
5.5 million unique users per month
The growth is trending at 30-35% per month
30. @delphinerb
Social Computing Guidelines Living IBM
Values in the Digital World
Be who you are
Speak in the first person
Use a disclaimer
Respect your audience
Add value
Don't pick fights
Be the first to respond to your
own mistakes.
Use your best judgment.
Don't forget your day job.
31. @delphinerb
IBM social footprint
Internal External
300,000+
•Blogs - 17,000 blogs
•SocialBlue – 70K members 25,000+
•WikiCentral –1 million daily
page views 100,000+
•InnovationJam – 4 Jams, 200,000 +
500,000 participants
•Media Library – 14 million 370,000+
downloads