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Identifying and engaging with social communities to generate ideas for growth

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Identifying and engaging with social communities to generate ideas for growth

  1. 1. Ellen Rotenberg Director, Product Strategy Thomson Reuters 5th Annual Process Innovation Conference September 17th 2014 Identifying and Engaging with Social Communities to Generate Ideas for Growth
  2. 2. ABOUT THOMSON REUTERS • Thomson Reuters is the world’s leading source of intelligent information for businesses and professionals • We combine industry expertise and innovative technology to deliver critical information to leading decision makers • We are the world’s most trusted news organization • We serve professionals in the financial and risk, legal, tax and accounting, intellectual property and science and media markets
  3. 3. I am part of the 99%*! *that is, the 99% that lurks on social media
  4. 4. INTERNET SPAWNS ‘SOCIAL TOOLS’ In the last 10-15 years, collaborative tools and social networks leveraging the internet have profoundly changed the way people communicate, interact and collaborate. Image Source: Forbes
  5. 5. #isharedontcare Image source: www.selfiebrush.com
  6. 6. WHO USES SOCIAL? 7 • The global internet population now represents 2.4 Billion people. • Social networking tools are used by every age group to varying degrees. • Facebook is the dominant social networking platform (worldwide), used by 57% of American adults and 73% of those ages 12-17. • 63% of Millennials stay updated on brands through social networks; 51% say social opinions influence purchasing decisions
  7. 7. MAJOR SOCIAL NETWORKS 8
  8. 8. 9
  9. 9. WHY SHOULD YOUR BUSINESS BE PAYING ATTENTION TO SOCIAL MEDIA? • Social media (really, the internet in general) has empowered users to speak their mind, provide feedback, and connect with others of like interest. • It is not going away anytime soon. • It is a great tool to add to your customer engagement and innovation strategy toolkit. 10
  10. 10. THINGS TO THINK ABOUT. 11 Risk Reward Resources Buy-in
  11. 11. SOCIAL MEDIA MONITORING 12 Eavesdropping is good manners (online anyway)
  12. 12. ENGAGEMENT: #GeekOutWithEndNote 13
  13. 13. Facebook Tumblr Twitter YouTube Pinterest Instagram
  14. 14. ENGAGEMENT: METRICS MANIA 15
  15. 15. NEWSJACKING 16 GoodNot so much…
  16. 16. FUNDRAISING: ALS ICE BUCKET CHALLENGE 17 The Challenge encourages participants to be filmed having a bucket of ice water poured on their heads and then nominating others to do the same. Nominated participants are asked to accept the challenge in 24 hours or make a donation (or both).
  17. 17. CO-CREATION: VITAMIN WATER 18
  18. 18. CUSTOMER SUPPORT
  19. 19. ENDNOTE CONNECT 20
  20. 20. THE HUB: INTERNAL THOMSON REUTERS NETWORK 21 Email Newsletter
  21. 21. SUMMING IT UP… • Participation is social communities can be a powerful addition to your companies outreach and innovation efforts. • Make sure you have done your homework, including. • Experiment; you may be surprised! 22
  22. 22. THANK YOU FOR YOUR TIME. Ellen Rotenberg Director, Product Strategy Thomson Reuters 23 ? ? ? ? ? ? ? ? ? ? ?

Hinweis der Redaktion

  • http://www.pbs.org/wgbh/pages/frontline/media/generation-like/what-are-teens-doing-online/
    http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/
  • Why?
    How?
    What?

    Historical – Adobe
    Mention – social and web mention
    HootSuite
  • http://www.forbes.com/sites/jeffbercovici/2014/09/12/how-much-did-facebook-make-from-the-als-ice-bucket-challenge/

    http://techcrunch.com/2014/09/03/the-ice-bucket-challenge-by-the-numbers/

    Videos were viewed more than 10 billion times and reached more than 440 million people on Facebook.
    Responsible for around 2.33 million YouTube video
    Yielded more searches on Google than Gaza, Ferguson, and Iraq combined.

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