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The Social Web for Business The Social Web for Business Jonathan Crossfield 26th August 2009
Why should my business care? The Social Web for Business WHY
Social networks are popular <ul><li>Over 70% of Australian internet users visited a social networking site in June 2009* <...
People want to be part of something exciting <ul><li>Twitter rose to over 800,000 users in June 2009, up from 13,000 in 20...
Twitter is seeing astronomical growth The Social Web for Business *courtesy Hitwise Australia, July 2009 (Hitwise.com.au)
But businesses keep asking the   wrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Bus...
There is a better question The Social Web for Business How can I use the social web to help consumers achieve their goals?
Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business http:// www.flickr.com /photos/signi...
Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where they’re going http:// www.f...
Knowing the customer goal may reveal a better tool http:// www.flickr.com /photos/signifying/  /  CC BY-NC-SA 2.0 Wow! Cle...
Human behaviour is the key!
The ANT Approach The Social Web for Business A N T nthropology ot echnology
ANT businesses are taking over
Google – designed for users, not businesses
Twitter – tapped into social behaviour
Amazon – made buying books easier
So, what is the social web? The Social Web for Business WHAT
You might think social media is this The Social Web for Business
These are just tools – snow shovels The Social Web for Business
The entire web is social – with many tools The Social Web for Business
Sending an email is a social activity…
Commenting on a blog is a social activity…
Interacting with a website is a social activity…
… and everyone has access to the toolshed!
The audience is now the media The Social Web for Business
But so are your employees! Use them! The Social Web for Business
Let’s look at just one tool
What is Twitter? <ul><li>A “microblogging” platform </li></ul><ul><li>Allows people to create posts (“tweets”) of 140 char...
Originally designed as a “broadcast” medium The Social Web for Business
Evolved into an “engagement” medium The Social Web for Business
The users transformed Twitter The Social Web for Business
Users started replying to each other with @   The Social Web for Business
So Twitter built it in ! The Social Web for Business
User started using # to tag conversations The Social Web for Business
# made conversations searchable & real-time The Social Web for Business
So Twitter built it in! The Social Web for Business
Users began “retweets”, spreading content The Social Web for Business
So Twitter is building it in! The Social Web for Business
Word of mouth on Twitter The Social Web for Business
Will someone recommend your product? The Social Web for Business
Will someone recommend your shop? The Social Web for Business
Wow! Now this is word of mouth! The Social Web for Business
But then, so is this!  The Social Web for Business
Should we care what they say? <ul><li>Trib is followed by 4000+ people. I’d care! </li></ul>The Social Web for Business
So what do the sceptics say?
“ Churn on Twitter is too high”
Why Twitter churn is not bad <ul><li>Joining Twitter is like signing up for flying lessons only to find yourself sitting a...
“ Twitter tweets are pointless babble”
The Pear Analytics Report <ul><li>40% of tweets are “pointless babble” </li></ul><ul><li>37.55% were “conversational” </li...
The Pear Analytics Report We've heard it all before!
We’ve heard it all before! <ul><li>The problem with television is that the people must sit and keep their eyes glued on a ...
We’ve heard it all before! <ul><li>This 'telephone' has too many shortcomings to be seriously considered as a means of com...
We’ve heard it all before! <ul><li>The multitude of books is a great evil. There is no limit to this fever for writing; ev...
Don’t listen to the sceptics! <ul><li>With the advent of every new medium — books, radio, TV, social networks — there is a...
“ Twitter tantrums should be ignored” The Social Web for Business
“ There’s no financial sense in social media” The Social Web for Business
Case Study The Social Web for Business Let's look at a real case study
A major Australian clothing retailer…
… released some controversial babywear. The Social Web for Business
A mother’s complaint was ignored! The Social Web for Business
The complaint was blogged The Social Web for Business
Twitter discussed the blog post – a lot The Social Web for Business
Cotton On’s Twitter page ignored them The Social Web for Business
More bloggers heard and reacted The Social Web for Business
Mainstream news heard the outcry The Social Web for Business
The Twitter call for a boycott was reported The Social Web for Business
Cotton On bowed to pressure The Social Web for Business
One complaint became thousands The Social Web for Business
Ignoring the social web cost money! The Social Web for Business
Who’s the big fish now? The Social Web for Business
But it’s not all bad news!
How should we use the social web? The Social Web for Business HOW
By providing “elegant organisation” <ul><li>You don’t start communities. They already exist. They’re already doing what th...
Identify the customer goal or problem The Social Web for Business
Understand the route they prefer to take The Social Web for Business http:// www.flickr.com/photos/tyskis /  /  CC BY-NC-N...
Use the right tools to make it easier for them! The Social Web for Business http:// www.flickr.com/photos/jkransen /  /  C...
See how many customers choose your route! The Social Web for Business http:// www.flickr.com/photos/grahamking /  /  CC BY...
Direct sales via links & promotions
Brand awareness / customer engagement
Feedback & complaints management
Customer service & support
Solving problems with the Twitter API <ul><li>Application Programming Interface </li></ul><ul><li>Software designed to wor...
Filesocial.com – file sharing via Twitter The Social Web for Business
CommuterFeed.com - users tweet traffic info The Social Web for Business
Twitpay – sending money via Twitter The Social Web for Business
Twitition – create and sign petitions The Social Web for Business
Botanicalls - tweets when plants are thirsty The Social Web for Business
Ryan Rose modified a washing machine The Social Web for Business
Lets him know when washing is done! The Social Web for Business
What could you do? <ul><li>How could your business provide “elegant organisation” for your customers and staff with Twitte...
Twitter is not alone <ul><li>Find and recruit staff </li></ul><ul><li>Create employee groups and pool ideas </li></ul><ul>...
Twitter is not alone <ul><li>Tutorial ‘how to’ videos </li></ul><ul><li>Present a fun side to the business </li></ul><ul><...
Twitter is not alone <ul><li>Create communities for feedback </li></ul><ul><li>Share content and information to interested...
Twitter is not alone <ul><li>Create an internal wiki </li></ul><ul><li>Allow employees to collate and collaborate </li></u...
But where’s the ROI? The Social Web for Business PROVE IT!
Dell <ul><li>Joined Twitter in 2007 </li></ul><ul><li>Has achieved over US$3 million in sales from Twitter followers </li>...
Dell <ul><li>Multiple accounts </li></ul><ul><li>Offer special deals with links </li></ul><ul><li>Tracks conversions with ...
Starbucks – MyStarbucksIdea.com The Social Web for Business <ul><li>Responds to the community </li></ul><ul><li>Reviews an...
Starbucks – MyStarbucksIdea.com The Social Web for Business
Starbucks – MyStarbucksIdea.com The Social Web for Business <ul><li>3 million unique visitors </li></ul><ul><li>60,000 ide...
Engagement to revenue – is there a trend? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter The Soci...
Show me the money! The Social Web for Business Wallflowers  (low – or no - engagement in 6 or less channels) Selectives  (...
What does it mean? The Social Web for Business <ul><li>Very hard to show definite cause and effect  </li></ul><ul><li>Howe...
Nearly there… The Social Web for Business CONCLUSION
I grew up near a corner shop (not this one)
They knew me, my family, our story…
… and we knew them
It’s gone now. But 30 years on I still remember them
Corner shops gave way to supermarkets
We scaled up production http:// www.flickr.com/photos/inju /  /  CC BY-NC-SA 2.0
We scaled up marketing
We scaled up sales http:// www.flickr.com/photos/mr_beaver /  /  CC BY-NC-SA 2.0
We couldn’t scale up relationships “ Do you want fries with that?”
The social web scales up relationships!
What does this mean?
Listen and respond – don’t just broadcast
View  everything  from the customer’s position http:// www.flickr.com/photos/quaelin /  /  CC BY-NC-ND 2.0
Treat everyone as individuals, not a mass market
Be an ANT! <ul><li>Care about  Anthropology ,  N ot  Technology ! </li></ul>
Thankyou @Netregistry @Kimota
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The Social Web for Business

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Not sure why social media is so important to business? Looking for some practical advice on how to develop your own SM strategy? Hopefully, this guide takes you through everything you need to know to get started,

A slideshare-friendly and updated version of the presentation I gave at the Sydney Knowledge Management Roundtable (#KMRT) on August 26th, 09.

Veröffentlicht in: Business, Technologie
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The Social Web for Business

  1. 1. The Social Web for Business The Social Web for Business Jonathan Crossfield 26th August 2009
  2. 2. Why should my business care? The Social Web for Business WHY
  3. 3. Social networks are popular <ul><li>Over 70% of Australian internet users visited a social networking site in June 2009* </li></ul>*comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
  4. 4. People want to be part of something exciting <ul><li>Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008* </li></ul>*comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
  5. 5. Twitter is seeing astronomical growth The Social Web for Business *courtesy Hitwise Australia, July 2009 (Hitwise.com.au)
  6. 6. But businesses keep asking the wrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Business
  7. 7. There is a better question The Social Web for Business How can I use the social web to help consumers achieve their goals?
  8. 8. Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business http:// www.flickr.com /photos/signifying/ / CC BY-NC-SA 2.0
  9. 9. Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where they’re going http:// www.flickr.com /photos/signifying/ / CC BY-NC-SA 2.0
  10. 10. Knowing the customer goal may reveal a better tool http:// www.flickr.com /photos/signifying/ / CC BY-NC-SA 2.0 Wow! Cleanest driveway in the street!
  11. 11. Human behaviour is the key!
  12. 12. The ANT Approach The Social Web for Business A N T nthropology ot echnology
  13. 13. ANT businesses are taking over
  14. 14. Google – designed for users, not businesses
  15. 15. Twitter – tapped into social behaviour
  16. 16. Amazon – made buying books easier
  17. 17. So, what is the social web? The Social Web for Business WHAT
  18. 18. You might think social media is this The Social Web for Business
  19. 19. These are just tools – snow shovels The Social Web for Business
  20. 20. The entire web is social – with many tools The Social Web for Business
  21. 21. Sending an email is a social activity…
  22. 22. Commenting on a blog is a social activity…
  23. 23. Interacting with a website is a social activity…
  24. 24. … and everyone has access to the toolshed!
  25. 25. The audience is now the media The Social Web for Business
  26. 26. But so are your employees! Use them! The Social Web for Business
  27. 27. Let’s look at just one tool
  28. 28. What is Twitter? <ul><li>A “microblogging” platform </li></ul><ul><li>Allows people to create posts (“tweets”) of 140 characters or less </li></ul><ul><li>Users can “follow” others that interest them </li></ul>The Social Web for Business
  29. 29. Originally designed as a “broadcast” medium The Social Web for Business
  30. 30. Evolved into an “engagement” medium The Social Web for Business
  31. 31. The users transformed Twitter The Social Web for Business
  32. 32. Users started replying to each other with @ The Social Web for Business
  33. 33. So Twitter built it in ! The Social Web for Business
  34. 34. User started using # to tag conversations The Social Web for Business
  35. 35. # made conversations searchable & real-time The Social Web for Business
  36. 36. So Twitter built it in! The Social Web for Business
  37. 37. Users began “retweets”, spreading content The Social Web for Business
  38. 38. So Twitter is building it in! The Social Web for Business
  39. 39. Word of mouth on Twitter The Social Web for Business
  40. 40. Will someone recommend your product? The Social Web for Business
  41. 41. Will someone recommend your shop? The Social Web for Business
  42. 42. Wow! Now this is word of mouth! The Social Web for Business
  43. 43. But then, so is this! The Social Web for Business
  44. 44. Should we care what they say? <ul><li>Trib is followed by 4000+ people. I’d care! </li></ul>The Social Web for Business
  45. 45. So what do the sceptics say?
  46. 46. “ Churn on Twitter is too high”
  47. 47. Why Twitter churn is not bad <ul><li>Joining Twitter is like signing up for flying lessons only to find yourself sitting at the controls of a passenger jet… but I envy you that moment when it 'clicks' and you suddenly realise the possibilities. </li></ul>The Social Web for Business *Graham Linehan – “The Conversation” Blog post 19th August 2009
  48. 48. “ Twitter tweets are pointless babble”
  49. 49. The Pear Analytics Report <ul><li>40% of tweets are “pointless babble” </li></ul><ul><li>37.55% were “conversational” </li></ul><ul><li>Suggested only 8.78% of tweets had “value” </li></ul>
  50. 50. The Pear Analytics Report We've heard it all before!
  51. 51. We’ve heard it all before! <ul><li>The problem with television is that the people must sit and keep their eyes glued on a screen; the average American family hasn't time for it. </li></ul>The Social Web for Business *The New York Times (1939)
  52. 52. We’ve heard it all before! <ul><li>This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us. </li></ul>The Social Web for Business *Western Union internal memo (1876)
  53. 53. We’ve heard it all before! <ul><li>The multitude of books is a great evil. There is no limit to this fever for writing; every one must be an author; some out of vanity, to acquire celebrity and raise up a name, others for the sake of mere </li></ul><ul><li>gain. </li></ul>The Social Web for Business *Martin Luther – Table Talk (1530s)
  54. 54. Don’t listen to the sceptics! <ul><li>With the advent of every new medium — books, radio, TV, social networks — there is a built-in fear, social concern, that it will lead to lack of productivity and a general sense of dysfunction. This is one of the tropes of the arrival of any new media. Many consider Twitter a fad. </li></ul>The Social Web for Business *Joseph Turow - University of Pennsylvania USA Today August 25th 2009
  55. 55. “ Twitter tantrums should be ignored” The Social Web for Business
  56. 56. “ There’s no financial sense in social media” The Social Web for Business
  57. 57. Case Study The Social Web for Business Let's look at a real case study
  58. 58. A major Australian clothing retailer…
  59. 59. … released some controversial babywear. The Social Web for Business
  60. 60. A mother’s complaint was ignored! The Social Web for Business
  61. 61. The complaint was blogged The Social Web for Business
  62. 62. Twitter discussed the blog post – a lot The Social Web for Business
  63. 63. Cotton On’s Twitter page ignored them The Social Web for Business
  64. 64. More bloggers heard and reacted The Social Web for Business
  65. 65. Mainstream news heard the outcry The Social Web for Business
  66. 66. The Twitter call for a boycott was reported The Social Web for Business
  67. 67. Cotton On bowed to pressure The Social Web for Business
  68. 68. One complaint became thousands The Social Web for Business
  69. 69. Ignoring the social web cost money! The Social Web for Business
  70. 70. Who’s the big fish now? The Social Web for Business
  71. 71. But it’s not all bad news!
  72. 72. How should we use the social web? The Social Web for Business HOW
  73. 73. By providing “elegant organisation” <ul><li>You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. </li></ul>The Social Web for Business Mark Zuckerberg – Creator of Facebook Quoted by Jeff Jarvis – “What Would Google Do?”
  74. 74. Identify the customer goal or problem The Social Web for Business
  75. 75. Understand the route they prefer to take The Social Web for Business http:// www.flickr.com/photos/tyskis / / CC BY-NC-ND 2.0
  76. 76. Use the right tools to make it easier for them! The Social Web for Business http:// www.flickr.com/photos/jkransen / / CC BY-SA 2.0
  77. 77. See how many customers choose your route! The Social Web for Business http:// www.flickr.com/photos/grahamking / / CC BY-NC-SA 2.0
  78. 78. Direct sales via links & promotions
  79. 79. Brand awareness / customer engagement
  80. 80. Feedback & complaints management
  81. 81. Customer service & support
  82. 82. Solving problems with the Twitter API <ul><li>Application Programming Interface </li></ul><ul><li>Software designed to work with Twitter </li></ul><ul><li>Over 2000 applications currently developed </li></ul>The Social Web for Business
  83. 83. Filesocial.com – file sharing via Twitter The Social Web for Business
  84. 84. CommuterFeed.com - users tweet traffic info The Social Web for Business
  85. 85. Twitpay – sending money via Twitter The Social Web for Business
  86. 86. Twitition – create and sign petitions The Social Web for Business
  87. 87. Botanicalls - tweets when plants are thirsty The Social Web for Business
  88. 88. Ryan Rose modified a washing machine The Social Web for Business
  89. 89. Lets him know when washing is done! The Social Web for Business
  90. 90. What could you do? <ul><li>How could your business provide “elegant organisation” for your customers and staff with Twitter and the API? </li></ul><ul><li>Don’t forget the iPhone! </li></ul>
  91. 91. Twitter is not alone <ul><li>Find and recruit staff </li></ul><ul><li>Create employee groups and pool ideas </li></ul><ul><li>Create a company profile and network with related professionals </li></ul>
  92. 92. Twitter is not alone <ul><li>Tutorial ‘how to’ videos </li></ul><ul><li>Present a fun side to the business </li></ul><ul><li>Branding messages </li></ul>
  93. 93. Twitter is not alone <ul><li>Create communities for feedback </li></ul><ul><li>Share content and information to interested members </li></ul><ul><li>Spreading the brand ‘virally’ with facebook apps </li></ul>
  94. 94. Twitter is not alone <ul><li>Create an internal wiki </li></ul><ul><li>Allow employees to collate and collaborate </li></ul><ul><li>Share best practice and knowledge </li></ul><ul><li>Empower staff and value their experience </li></ul>
  95. 95. But where’s the ROI? The Social Web for Business PROVE IT!
  96. 96. Dell <ul><li>Joined Twitter in 2007 </li></ul><ul><li>Has achieved over US$3 million in sales from Twitter followers </li></ul><ul><li>Sales increasing – US$1 million in the last 6 months </li></ul>The Social Web for Business
  97. 97. Dell <ul><li>Multiple accounts </li></ul><ul><li>Offer special deals with links </li></ul><ul><li>Tracks conversions with proprietary software </li></ul>The Social Web for Business
  98. 98. Starbucks – MyStarbucksIdea.com The Social Web for Business <ul><li>Responds to the community </li></ul><ul><li>Reviews and promotes ideas </li></ul><ul><li>Customers submit and vote on suggestions </li></ul><ul><li>ALL Starbucks departments involved </li></ul>
  99. 99. Starbucks – MyStarbucksIdea.com The Social Web for Business
  100. 100. Starbucks – MyStarbucksIdea.com The Social Web for Business <ul><li>3 million unique visitors </li></ul><ul><li>60,000 ideas submitted </li></ul><ul><li>100,000s of comments </li></ul><ul><li>460,000 votes </li></ul><ul><li>Over 50 business changes made as a result </li></ul>
  101. 101. Engagement to revenue – is there a trend? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter The Social Web for Business <ul><li>The top 100 global brands & the social web </li></ul>
  102. 102. Show me the money! The Social Web for Business Wallflowers (low – or no - engagement in 6 or less channels) Selectives (high engagement in 6 or fewer channels) Butterflies (low engagement in 7 or more channels Mavens (high engagement in 7 or more channels) *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter
  103. 103. What does it mean? The Social Web for Business <ul><li>Very hard to show definite cause and effect </li></ul><ul><li>However, the trend is very strong </li></ul><ul><li>Businesses engaging heavily in the social web have stronger growth </li></ul>
  104. 104. Nearly there… The Social Web for Business CONCLUSION
  105. 105. I grew up near a corner shop (not this one)
  106. 106. They knew me, my family, our story…
  107. 107. … and we knew them
  108. 108. It’s gone now. But 30 years on I still remember them
  109. 109. Corner shops gave way to supermarkets
  110. 110. We scaled up production http:// www.flickr.com/photos/inju / / CC BY-NC-SA 2.0
  111. 111. We scaled up marketing
  112. 112. We scaled up sales http:// www.flickr.com/photos/mr_beaver / / CC BY-NC-SA 2.0
  113. 113. We couldn’t scale up relationships “ Do you want fries with that?”
  114. 114. The social web scales up relationships!
  115. 115. What does this mean?
  116. 116. Listen and respond – don’t just broadcast
  117. 117. View everything from the customer’s position http:// www.flickr.com/photos/quaelin / / CC BY-NC-ND 2.0
  118. 118. Treat everyone as individuals, not a mass market
  119. 119. Be an ANT! <ul><li>Care about Anthropology , N ot Technology ! </li></ul>
  120. 120. Thankyou @Netregistry @Kimota

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