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How to embed social media in your
           business
        « Orange digital corner»
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
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
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
Social media in the world today
The world is now square


 BRAND              BRAND    EMPLOYEE




CONSUMER          CONSUMER CONSUMER
 Old world               New world
Corporate culture
          v.         = Fail
   Social media


Corporate Culture +
                    = Success
    Social media
Business Model
                             +
  Enterprise        Corporate Culture
social business              +
                       Desired value
   formula
                             =
                  Social business success
Top Down
                   Empowerment
                         Trust
                  Tools (availability)
Proper roles of
management &          Guidelines
                        Value
  employees
                    Bottoms up
                      Interest
                  Tools (selection)
                    Participation
• 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
• 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
•
Function                          Initial                         Excellence

          Strategy            Objectives, Audit, Strategic Case            Embedded Strategy

                                Policy, Guidance Mitigation,
        Governance                                                Useful Practical Governance Embedded
                                Crisis Comms, Channel Use

                            Social Talent Mechanisms. Employee     Social Talent Attraction Programme,
             HR
                                    Engagement, Reward                 Dynamic Innovation Culture

      Internal Comms            Collaborative working tools           Social Intranet with soft walls


             PR              Engagement delivering objectives         Social multi-way collaboration


•       Direct Sales           Mechanisms, Tools, Channels        Social Sales and Conversion Programme


     Customer Service            Sentiment, Care Channels                    Social CRM Hub

                             Research, NPD, Policy, Sales, HR,
    Business Intelligence                                                 Capability Embedded
                                    Innovation, CRM
Facebook
F-Commerce on Facebook
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.
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
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
One of the best YouTube campaigns
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
Pinterest drives sales
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
Top 10 Social Bookmarking
Twitter:       250 000 000 - Est. Unique Monthly Visitors Alexa Rank   9

digg:           25 100 000 - Est. Unique Monthly Visitors Alexa Rank 139

StumbleUpon:    17 500 000 - Est. Unique Monthly Visitors Alexa Rank 112

reddit:         16 000 000 - Est. Unique Monthly Visitors Alexa Rank 115

Pinterest:      15 500 000 - Est. Unique Monthly Visitors Alexa Rank 109

Buzz Feed:      14 500 000 - Est. Unique Monthly Visitors Alexa Rank 632

delicious:       5 500 000 - Est. Unique Monthly Visitors Alexa Rank 342

tweetmeme:       4 500 000 - Est. Unique Monthly Visitors Alexa Rank 426

fark:            1 850 000 - Est. Unique Monthly Visitors Alexa Rank 2120
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
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
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
About.Me   Flavors
Burberry : the social enterprise
Burberry: the social enterprise

Twitter account: 1,249,170 followers

Facebook: 13, 675, 686 fans

Pinterest: 13 496 followers

Instagram: 530 821 followers
@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.
@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
@delphinerb



Employee-generated brand interactions are
         growing exponentially
@delphinerb


Social Business enablement program
@delphinerb



Surfacing experts: On our own domains




                     Grow IBM’s digital eminence
@delphinerb


Surfacing experts: On third-party platforms
      (First ever Slideshare network)
@delphinerb



                       Essentials




Set objectives                      Have the right skilled people

Measure and optimise                         Have the right tools




                                               @TiffanyStJames
@delphinerb



If you can’t….
 Inform                  Inspire




Engage                  Educate

                 @TiffanyStJames
Questions?




 Delphine Remy-Boutang         Tiffany St James
    +44 7720 414 493           +44 870 444 1887
    +33 6 31 65 69 43          +44 7970 798804
      @delphineRB              @tiffanystjames
    @thesocialbureau
www.thesocialbureau.com   tiffany@stimulationltd.co.uk

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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
  • 5. Social media in the world today
  • 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
  • 12.
  • 13. Function Initial Excellence Strategy Objectives, Audit, Strategic Case Embedded Strategy Policy, Guidance Mitigation, Governance Useful Practical Governance Embedded Crisis Comms, Channel Use Social Talent Mechanisms. Employee Social Talent Attraction Programme, HR Engagement, Reward Dynamic Innovation Culture Internal Comms Collaborative working tools Social Intranet with soft walls PR Engagement delivering objectives Social multi-way collaboration • Direct Sales Mechanisms, Tools, Channels Social Sales and Conversion Programme Customer Service Sentiment, Care Channels Social CRM Hub Research, NPD, Policy, Sales, HR, Business Intelligence Capability Embedded Innovation, CRM
  • 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
  • 19. One of the best YouTube campaigns
  • 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
  • 23. Top 10 Social Bookmarking Twitter: 250 000 000 - Est. Unique Monthly Visitors Alexa Rank 9 digg: 25 100 000 - Est. Unique Monthly Visitors Alexa Rank 139 StumbleUpon: 17 500 000 - Est. Unique Monthly Visitors Alexa Rank 112 reddit: 16 000 000 - Est. Unique Monthly Visitors Alexa Rank 115 Pinterest: 15 500 000 - Est. Unique Monthly Visitors Alexa Rank 109 Buzz Feed: 14 500 000 - Est. Unique Monthly Visitors Alexa Rank 632 delicious: 5 500 000 - Est. Unique Monthly Visitors Alexa Rank 342 tweetmeme: 4 500 000 - Est. Unique Monthly Visitors Alexa Rank 426 fark: 1 850 000 - Est. Unique Monthly Visitors Alexa Rank 2120
  • 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
  • 27. About.Me Flavors
  • 28. Burberry : the social enterprise
  • 29. Burberry: the social enterprise Twitter account: 1,249,170 followers Facebook: 13, 675, 686 fans Pinterest: 13 496 followers Instagram: 530 821 followers
  • 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
  • 34. @delphinerb Surfacing experts: On our own domains Grow IBM’s digital eminence
  • 35. @delphinerb Surfacing experts: On third-party platforms (First ever Slideshare network)
  • 36. @delphinerb Essentials Set objectives Have the right skilled people Measure and optimise Have the right tools @TiffanyStJames
  • 37. @delphinerb If you can’t…. Inform Inspire Engage Educate @TiffanyStJames
  • 38. Questions? Delphine Remy-Boutang Tiffany St James +44 7720 414 493 +44 870 444 1887 +33 6 31 65 69 43 +44 7970 798804 @delphineRB @tiffanystjames @thesocialbureau www.thesocialbureau.com tiffany@stimulationltd.co.uk