The Power of Digital - By Delphine Remy-Boutang @OECD 20thFebruary14
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Power of Social Media Conference @OECD center in Paris. How powering your presence ? By Delphine Remy-Boutang, CEO of the bureau.
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The Power of Digital - By Delphine Remy-Boutang @OECD 20thFebruary14
- 1. THE POWER OF DIGITAL POWERING UP YOUR PRESENCE Delphine Remy-Boutang #SMWParis @DelphineRB OECD CONFERENCE CENTER – 20th February 2014
- 2. WHO AM I ? A FRENCH ENTREPRENEUR • FOUNDER OF THE BUREAU CREATED IN DECEMBER 2011 THE BUREAU (THE SOCIAL BUREAU) IS A LONDON/PARIS BASED, SOCIAL BUSINESS CONSULTING AGENCY. THE AGENCY MAIN AREAS OF EXPERTISE: ü SOCIAL BUSINESS STRATEGY ü CUSTOMER ENGAGEMENT ü WORKFORCE ENGAGEMENT ü CULTURAL CHANGE MANAGEMENT ü DIGITAL TRANSFORMATION • FORMER WORLD-WIDE HEAD OF SOCIAL MEDIA FOR IBM. I WAS AT IBM FOR 11 YEARS AGO AND LIVED IN LONDON FOR 14 YEARS. • IN CHARGE OF WW DIGITAL INFLUENCE STRATEGY AND EXECUTION AT IBM, FOCUSED ON DRIVING INNOVATIVE MARKEING CAPABILITIES VIA THE WEB. • I CREATED THE VERY FIRST DIGITAL WOMEN DAY. • I HAVE BEEN A LEADER AND PIONEER IN SOCIAL SOFT WARE’S GLOBAL ADOPTION. I HAVE DRIVEN INITIATIVES ACROSS A VARIETY OF MARKETS AND CULTURES, MANAGING THE DIFFERENT STAGES OF THE PROJECTS.` • I AM A FREQUENT SPEAKER AT SEMINARS, CONFERENCES ON THE SUBJECT OF SOCIAL MEDIA AND ITS EFFECTIVE USE @DelphineRB #SMWParis
- 3. DIGITAL WOMEN DAY AN EVENT DEDICATED TO ENTREPRENEURSHIP,DIGITAL, AND WOMEN IN BUSINESS. THE SECOND EDITION « CHANGE THE FUTURE » WILL BE TAKING PLACE ON MARCH 7TH 2014 IN PARIS, PALAIS BRONGNIART. #JFD MORE INFORMATIONS AND INSCRIPTIONS : BIT.LY/JFD2014 @DelphineRB #SMWParis
- 4. SO, WE’RE ALL AWARE OF THESE TYPE OF PEOPLE… @TiffanyStJames @DelphineRB #SMWParis
- 5. THE CONVERGED MEDIA APPROACH @DelphineRB #SMWParis
- 6. IN 2009 THE ECONOMIC DATA WAS NOT COMPARABLE From this… @TiffanyStJames
- 7. UNTIL ‘THE GUARDIAN’ VISUALISED THE DATA …To this Infographics are critical to Delphine Remy-‐Boutang @DelphineRB @TiffanyStJames effective modern digital communication #SWParis #SW14
- 8. THE 6 DIFFERENCES BETWEEN SOCIAL AND TRADITIONAL @TiffanyStJames
- 9. 1) THE POWER IN CONSUMERS HANDS @TiffanyStJames …so have a social media crisis plan @DelphineRB #SWParis #SW14
- 10. 2) THE INDELIBLE RECORD OF ‘PRIVATE’ TWEETS …so have guidance, train staff and plan for, and mitigate errors @TiffanyStJames @DelphineRB #SMWParis
- 11. 3) TWITTER IS THE REAL-‐TIME NEWSWIRE Jan 09: Hudson river landing: first twitter-broken story @TiffanyStJames @DelphineRB #SMWParis
- 12. 4)… AND YOU MIGHT NOT LIKE WHAT IT SAYS @TiffanyStJames @DelphineRB #SMWParis
- 13. 5) LISTEN AND OPTIMISE @TiffanyStJames @DelphineRB #SMWParis
- 14. 6) TRUST IN INDIVIDUALS HAS CHANGED @TiffanyStJames @DelphineRB #SMWParis
- 15. THERE ARE ONLY 6 USES OF SOCIAL MEDIA
- 16. 1) HR @TiffanyStJames @DelphineRB #SMWParis
- 17. 2) PR @TiffanyStJames @DelphineRB #SMWParis
- 18. 3) DIRECT SALES @DelphineRB #SMWParis
- 19. 4) CUSTOMER SERVICE @TiffanyStJames @DelphineRB #SMWParis
- 20. 5) BUSINESS INTELLIGENCE Define the tools you use by @TiffanyStJames @DelphineRB #SMWParis your objectives
- 21. 6) INTERNAL COMMUNICATION @DelphineRB #SMWParis
- 22. CONSIDERATIONS ON EMBEDDING SOCIAL BUSINESS
- 23. 7 SUCCESS FACTORS OF A SOCIAL BUSINESS STRATEGY [Pic Credit: Altimeter] @TiffanyStJames @DelphineRB #SMWParis
- 24. HOW TO INFORM YOUR SOCIAL BUSINESS STRATEGY Digital Strategy Business Objectives • Current social footprint • What works Your Business Competition Other Industries Similar Industry Current KPIs What social can deliver for the business What social CAN deliver for the business • Best Practice • Benchmark What social IS delivering for you, for your competitors, and industry What people and tech capabilities DO you have @DelphineRB #SMWParis
- 25. UNDERSTAND WHERE YOUR AUDIENCES ARE Facilitate action Raise awareness Provide solutions Combat disengagement Increase relevance Action Preparation Contemplation Pre-contemplation Maintenance Reinforce Maintain Generate advocacy Peer feedback Prochaska @TiffanyStJames @DelphineRB and DiClimente #SMWParis
- 26. Decide the right structure @TiffanyStJames @DelphineRB #SMWParis
- 27. A WORD ON GOVERNANCE CODE OF CONDUCT THE BEHAVIOURAL WISH LIST POLICY PURPOSE PRINCIPLES STATEMENT OF ETHICS CONTEXT FOR ORGANISATION PROFESSIONAL AND PERSONAL USE GUIDANCE HOW WE USE PLATFORMS HERE @TiffanyStJames @DelphineRB #SMWParis
- 28. CONTACTS DELPHINE REMY-‐BOUTANG The social bureau delphine@thesocialbureau.com donaGenne@thesocialbureau.com 122 avenue de Wagram 75017 Paris +33146239743 +33631656943 # connec]orsuccess Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 29. ADDITIONAL GOVERNMENT EXAMPLES Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 30. NATIONAL ‘HACK THE GOVERNMENT DAY’ Saturday March 7th 2009 Rewired State held “National Hack The Government Day” 80 developers created 30 working projects in 8 hours RewiredState.org Photo Credit: Paul Clarke @DelphineRB @TiffanyStJames #SWParis #SW14
- 31. HACK THE GOVERNMENT WINNERS @TiffanyStJames Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 32. THE 4 BUILDING BLOCKS OF OPEN DATA Historical data: performance Infrastructural data: maps Planning data: projections Operational data: realtime @TiffanyStJames Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 33. INTERACTIVE GRAPHICS MAKE DATA DIGESTIBLE @TiffanyStJames Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 34. APPS BUILT WITH OPEN CRIME DATA @TiffanyStJames Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 35. GEO LOCATION MOBILE SERVICES ARE HUGELY POPULAR @TiffanyStJames Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 36. HOW WOULD YOU ADJUST YOUR COUNTRY’S BUDGET @TiffanyStJames Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
- 37. REAL-‐TIME APPS OF HUGE USE Delphine Remy-‐Boutang @DelphineRB #SWParis #SW14
Hinweis der Redaktion
- http://www.youtube.com/watch?v=CK62I-4cuSYThis is a TED style video about the ridiculous agencies who con people about social media as a spoofStop it at 1 minute 40 secondsPotential other stops1.041.40 Preferred2.002.423.10
- Those digital agency at the Guardian that make difficult things easy to understand
- In August last year we saw the first case of a customer buying a promoted tweet enraged by poor customer servicePoint: … so have a social media crisis plan, before you have a crisisBackground for infoMr Syed bought the promoted tweet through Twitter's self-service ad platform for an undisclosed sum of money.He then followed up his initial message with a series of posts criticising the airline for losing his parents' luggage on their weekend trip from Chicago to Paris.'BritishAirways is the worst airline ever. Lost my luggage & can't even track it down. Absolutely pathetic' he wrote.This was followed with: 'Thanks for ruining my EU business trip #britishairways. I shouldn't have flown @BritishAirways. Never flying with you again.'Promoted tweets are usually bought by advertisers who want to reach a wider audience, and who pay for the message to appear in high prominence in the Twitter feed of relevant companies.They also appear in search results for a promoted trend and in some cases on users' timelines, while still acting as normal messages that can be retweeted by anyone.But Mr Syed's tweet, which targeted UK and New York markets related to BA, did the exact opposite of advertising the airline.The airline took four hours to respond to Mr Syed via a direct message on the social networking site that read: 'Sorry for the delay in responding, our twitter feed is open 09:00-17:00 GMT. Please DM [direct message] your baggage ref and we'll look into this.'http://www.dailymail.co.uk/news/article-2410058/Twitter-user-buys-promoted-tweet-criticise-British-Airwayss-service.html
- Note: This has a build of 3 pictures (Choose 1 or all 3)However well meaning, it is likely that staff will mis-send private messages publicPic 1: I’m sure Chrysler Autos was embarrassed by the mis-tweet sent by their Marketing ExecPic 2: Luckily American Cross is a well-loved brand, they deleted the tweet, let people know they had deleted the tweet and then made a light-humoured joke along the lines of ‘its ok noones Is drivbing and we have the keys’, but imagine if that was not a well-liked brand…Pic 3: New UK BBC Newsnight editor Ian Katz was embarrassed by his private tweet sent publically by mistake whilst interviewing UK MP Rachel Reeves. The Labour Party demanded an apology.Point: …so have guidance, train staff and plan for, and mitigate errors
- Since 2009 when we saw the forced landing on the Hudson River, people have reported incidents on twitter FirstBy the Death of Whitney Houston, the news on twitter was broken a full 27 Minutes before Press announced itIn 2013 New York City residents heard about an imminet earthquake 30 seconds before they felt the impactPOINT: …so be plugged in to what people are saying about your brand and your industry
- During Social Media Week London 2013, a team of satirists pubished people’s tweets on TUMBLR with their own commentary on why ‘This is not an Insight’Point: You cannot control the message, so you bettter be adding valuehttp://thisisnotaninsight.tumblr.com/
- Powerful disease-tracking tools, including those currently monitoring the spread of swine flu across the world, were once reserved for officials at the Centers for Disease Control and the World Health Organization. No longer.Today, anyone can see the spread of diseases such as swine flu in real time, and alert public health officials to potential new cases by using Google, and now, Twitter.POINT: so listen and with INTENT to do something and Iterate. Fast.Backgroundhttp://www.nbcnews.com/id/30454631/ns/technology_and_science-science/t/swine-flu-outbreak-tracked-twitter/"Our site used to update every hour," said John Brownstein, a physician at Children's Hospital Boston who, along with fellow CHB computer scientist Clark Friefeld, created the HealthMap swine flu tracking service, which was recently modified to include Twitter updates. "But that was too slow for the amount of information we've been accumulating, so we had to switch to a Twitter feed instead."The new swine flu Twitter service launched Sunday morning with about 50 users. By Monday afternoon, more than 1,400 people had signed up to receive the latest swine flu news.Swine flu is big news on the social networking site. On Monday, the top three trend searches ("Swine flu," #swineflu, and "CDC,") were related to the virus.Nielsen OnlineThe number of Twitter tweets mentioning "swine flu" rose sharply over the past few days, quickly accounting for nearly 2 percent of all tweets.Some of the "tweets," as the 140-character-or-less messages are called, are serious, noting emerging hotspots or asking fellow Twitterers whether the virus has reached a given community.Other tweets are more snark than science. "Maybe my computer has this swine flu thing?" said user Ifoch. Many express dismay at histrionic media coverage of the potential for a pandemic when casualties still number in the hundreds.AdvertiseThe popularity of swine flu on Twitter presents both a boon and burden for the Brownstein and Freiland. The more people who use the site, the sooner an outbreak can be reported, and the sooner public health officials can work to contain it.The downside is that so much information can lead to false positives and install public fear. HealthMap uses blogs and Twitter messages sparingly, relying more on official news reports to update with the latest, high-quality information on disease outbreaks.The system isn't entirely automated, however. Users can report new cases of swine flu as well. It's not as easy as tweeting "I have swine flu!" but it's close.If a registered HealthMap user finds out about an unreported case of swine flu, or another disease, on the Web, the user can paste the URL into HealthMap. HealthMap scans the information, and if the algorithm determines the report is credible, the information is added to the map. The user who identified the new case is credited as a "Disease Detective."The HealthMap Twitter feed is helping public health officials sort though the data about the swine flu crisis."Many of us feel like we are drowning in information," said Larry Madoff, editor of the ProMED list-serve of the International Society for Infectious Diseases. Madoff receives HealthMap's Twitter feed, along with pages-long summaries from the CDC, WHO, and other public health organizations multiple times a day."On the other hand, you can get a tweet that says 'swine flu confirmed in Spain,' and that's really what you need to know," he added.For the general public, information overload can quickly turn into public hysteria.Some tweets are downright scary. "I'm concerned about the swine flu outbreak in us and mexico could it be germ warfare?" asked page_1215. There is no evidence that swine flu is any kind of bioweapon, but instant updates from public health officials from HealthMap or from the CDC's own Twitter account, CDCemergency, could help calm the public's fear over swine flu."We don't want to be alarmists," said Brownstein. "People are using our service for informational purposes, and that's wonderful."More on Swine flu | Twitter
- The key importance for me is that Trust has changedWe know that 14% of people trust advertising compared with 90% of people trust peer to peer recommendationsThis chart is taken from the Edelman Trust BarometerThey measure what type of people are trusted in organisations year on year, worldwide and how that changesThe 3 most trusted people in an organisation are:An Academic or ExpertA technical expertA person like yourselfPOINT: So you see today that it’s really important to get your content into the hands of trusted individuals who can talk about your brand, product and service positively, authentically.
- In OlivierBlanchards books ‘Social Media ROI’ arguably one of the best texts we have for embedding social media in a business context, Olivier talks about the Big 5:HRPRDirect SalesBusiness IntelligenceCustomer ServiceTo which I add Internal Communications, as, since Olivier wrote his book, more and more organisations are using platforms with Social functionality internally.What follows is examples of organisations doing well in this space
- Ernst and Young, The CIA and Apple all have dedicated FACEBOOK, not just social media recruitment drivesThey are trying to engage the 99% of people who never got the job, to warm to the brand in sucha way that they will apply for different jobsJobsvite, the US based organisation that studies and produces the most worldwide thorough reports on social media for recruitment states that there is a lower attrition rate for socially recruited people: less people leave who are recruited through social media channels and there’s a direct financial cost saving that can be attributed to that.
- The first case study that gave us the best PR and Return on InvestmentThere is a direct cost that can be applied to a traditional news paper ad reach and asking people to contribute their own video on why they should be the best caretakerIt was the first time any campaign in 2009 had used User Generated Content with such great results and a UGC competition entry it still widely used today.
- A few years ago it was not really seen as appropriate to use social media for direct sales. That h as changed dramatically in the last 5 years. We know that for years Dell have been selling reconditioned machinery through @DellOutlet on twitter and that Zappos have started with Pinterest and @ZapposStyle on twitter but last week in the UK it was revealed that Pinterest for the very first time overtook Facebook for Revenue per VisitorMore detailshttp://econsultancy.com/blog/64216-pinterest-overtakes-facebook-for-uk-referral-revenue
- KLM have been undertaking initiatives to surprise and reward loyal customersThey created the KLM Surprisehttp://www.youtube.com/watch?v=pqHWAE8GDEk Finding customers that tweeted about using KLM to a specific destination, 2/3 dedicated staff would then find that person in the airport and give them a small appropriate gift e.g. ear defenders for a rock concertIn the UK, the Telco provider 02 has put in place such a dedicated team in for customer service response on social media that it’s easier to get answered on twitter than by waiting for a call centre operator to speak to you directly.
- In 2012 we saw the rise of the social media war roomGatorade exposed their ‘Mission Control’ – a glass room where 5 trained people sat to analyse and dip into all live converstationsBy 2013 and the advent of Nokia’s social media Agora below, digital and social media overview had been reduced to a ‘water cooler’ drop by digital and social media temperature checkBusiness Intelligence has moved from a FACILITY to a CAPABILITYIt used to be a small room for specialists and now there are web-enabled tools device-independent that all employees can dip in and dip out of
- Note: There are 2 picture in the buildJive and Social BlueThere are many enterprise-level tools as well as bespoke built platforms that enable the social functionality of engaging worksforces internally.
- What should we all be considering when embedding social business practice
- From Brian Solishttp://www.huffingtonpost.com/vala-afshar/the-seven-success-factors_b_3677185.html
- Note: this slide has 6 builds1 and 2 By assessing Business Objectives, Digital Strategy and Current KPIs you can understand what digital and social media can do for a business3 and 4 By undertaking Environmental Analysis: by looking at Your business, competitors, similar industry and best practice you can understant what social IS deliveing for competitors and industry5 and 6 Many digital business strategies fail as not enough account is taken of people and technological capabilities. People capacity, capability, aptitude and attitude are all important factors.Only then can you be in a good postion to deliver a solid stratgey
- Note this slide has 4 buildsThis model was used in the UK by the Department of the Energy and Climate Change to help drive behaviour change to enable people to take more and better responsibility for their own energy use.Consider where you need to take ACTION, not all audiences are at the same stage of readiness and any supporting communication must help prepare people to move along the cycle or target just one audience on where they are.BackgroundThe full title of this model and more details are here http://en.wikipedia.org/wiki/Transtheoretical_model
- Decide on the right structure for how you organise digital and social media in your business
- Note this slide has 9 builds
- On Saturday March 7th 2009 Rewired State held “National Hack The Government Day” at the new Guardian offices in Kings Cross. 80 developers created working projects from public sector information between 10am to 6pm, and presented them to government officials and the media in the evening, before heading to the pub.Over 30 hacks were created, from fully working sites to groundwork to much bigger projects. Job Centre Pro Plus was a clean rewrite of the Job Centre Plus government website, allowing job seekers to quickly and easily find jobs by keyword within their local area, and subscribe to email alerts to future additions. Along the same lines, there was a rewrite of the official Active Places website, which in 8 hours, 3 developers had been able to create a much better website that cost the government over £5m to build, and added accessibility and mobile support.Companies Open House made a big dent in the very painful process of making registered (and public) details of UK companies more accessible and hackable. Fix My Site provides a nice way of providing feedback on public sector websites, so we can all help them improve.Job Centre Pro Plus and Companies Open House each got a Rewired State prize, Fix My Site won a special prize. DirectGov Innovations were so impressed by the hacks, that they have offered support to 4 of the projects, and 4ip sprung into action and are now in talks with 3 of the projects about funding further development.Emma Mulqueeny Rewired State, Photo Credit: Paul Clarke
- 1. Historical dataWhat’s happened in the past: how organisations and people have performed – what’s been said in meetings – what’s been spent – where the pollution has been – how children performed in tests…2. Planning dataWhat’s projected to happen, or will shape what will happen: this and next year’s budget – legislation in progress – consultations – proposed housing developments – manifestos…3. Infrastructural dataThe building blocks of useful services. Boring stuff, doesn’t change that often, but when it does, it needs to be swiftly and accurately updated: postcodes – boundaries – base maps – contact directories – opening hours – organisation structures – “find my nearest…”4. Operational dataThe real-time stuff; what’s happening NOW: where’s my train/bus? – crime in progress – emergency information – school closures – traffic reports – happening in your area today…
- ASBOrometer is a mobile application that measures levels of anti-social behaviour at your current location (within England and Wales) and gives you access to key local ASB statistics.iPhone and Android phones. Top download in UK iTunes store at launch for two weeks.
- Find your nearest GPs surgery quickly and easily, anywhere in England using your iPhone or iPod Touch!England has almost 11,000 registered General Practices (GPs) and surgeries. So if you've moved to a new area and need to find a doctor to register with, or if you need to sort out a new GP for someone else, from miles away, then this app will help!The app is based on Open Government data provided by the UK's Health and Social Care Information Centre (HSCIC) together with the Office for National Statistics Access to Services Team and covers 97.9% of all registered practices in England.