The Business Value of Social Software
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This presentations intended audience is a user group setting. The focus is to discuss social software and it's role in business. The key products discussed are Twitter, Facebook and LinkedIn. The premise is that if free, consumer-based products are not embraced within an organization, an enterprise-grade system will not be considered. The goal is to encourage companies to embrace these technologies and use them to grow their business.
![The Business Value of Social Software David Stephens Technical Sales Evangelist WorkFlow Studios Phoenix, AZ [email_address] Follow us on Twitter: workflowstudios](https://image.slidesharecdn.com/bvoss-090621210044-phpapp02/85/The-Business-Value-of-Social-Software-1-320.jpg)
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The Business Value of Social Software
- 1. The Business Value of Social Software David Stephens Technical Sales Evangelist WorkFlow Studios Phoenix, AZ [email_address] Follow us on Twitter: workflowstudios
- 10. Top Social Networking Sites in February 2009
- 13. What is Social Media? Social – so·cial ō-shəl: of or relating to human society, the interaction of the individual and the group Media – me·dia ē-dē-ə the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely Social + Media = human interaction + wide influence, allows people to connect in the online world to form relationships for personal and business
- 17. Sum is greater than each of the parts
- 23. Where to start Listen! Start Small Participate Be Active and Authentic
- 25. Nearly 2 millions users on
- 28. Build your You select people to follow, and people choose to follow you . community It ’ s about connecting with 10 people who reach 100 who reach 1,000
- 33. To improve your experience Capitalize on applications that make your use of Twitter much more efficient. Applications like Twittertise , Twittad , Tweet Later and Tweet Pro afford you certain advantages which Twitter on its own doesn’t provide. You can schedule your tweets to be sent on a certain date, advertise on Twitter and brand your communication with these applications. Twhirl It offers various configuration options to adapt to your personal needs. Twhirl also connects to multiple micro-blogging sites including Twitter, identi.ca, Friendfeed and seesmic accounts. Update your Facebook etc… TwitterFox It’s a Firefox extension that notifies you of your friends' tweets of Twitter. This extension adds a tiny icon on the status bar that notifies you when your friends update their tweets. TweetDeck It enables users to split their main feed (All Tweets) into topic or group specific columns allowing a broader overview of tweets. will automatically update allowing you to keep track of a twitter threads http://twitter.grader.com - measures the power of a profile http://twollow.com/ - put in key words like ibm or communications and it will automatically add you to people with those words in there profile http://www.mrtweet.net – Mr Tweet is your personal twitter assistant - add me as a friend, and I'll suggest to you which influencers and followers you should check out
- 44. Backup Slides
Hinweis der Redaktion
- A blog (a contraction of the term weblog ) is a type of website , usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video An Internet forum , or message board , is an online discussion site. Yahoo Groups, Google Groups Instant messaging ( IM ) is a form of real-time communication between two or more people based on typed text. A massively multiplayer online game (also called MMOG ) is a video game which is capable of supporting hundreds or thousands of players simultaneously A file hosting service , online file storage service , or online media center is an Internet hosting service specifically designed to host static content, typically large files that are not web pages Prediction markets are speculative markets created for the purpose of making predictions. Social bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata , typically in the form of tags that collectively and/or collaboratively become a folksonomy . Folksonomy is also called social taggin g A social cataloging application is aimed towards academics, and allows the user to post a citation for an article found on the internet or a website, online database like Academic Search Premier or LexisNexis Academic University A Web search engine is a tool designed to search for information on the World Wide Web . A social guide recommending places to visit or contains information about places in the real world such as coffee shops, restaurants, and wifi hotspots, etc. One such application is WikiTravel . Social Libraries allow visitors to keep track of their collectibles, books, records, and DVDs. Users can share their collections. Online chat can refer to any kind of communication over the Internet , but is primarily meant to refer to direct one-on-one chat or text-based group chat Virtual Worlds are services where it is possible to meet and interact with other people in a virtual environment reminiscent of the real world A wiki is a collection of Web pages designed to enable anyone with access to contribute or modify content all definitions from Wikipedia
- To qualify as an SNS, a service must: Enable users to publish. This must include profiles pages, and it may include blog posts, reviews, videos, photos, audio, and other content. Allow users to link to each other and interact with each other. The latter can happen in a variety of ways, for example, via email, instant messaging, chat, publicly posted messages, or voice and video interaction. Facilitate a true social network (i.e., It must facilitate to connect more than just two persons.). Dating Web sites are not social networking services because they are designed to connect one person with one other person at a time, but not to build and maintain a social network. Relate to the real world. Online communities that create an imaginary world are not social networking services. Virtual worlds (e.g., Second Life) and multiplayer online games (MOGs) (e.g., Diablo Online and World of Warcraft) are imaginary-world communities. While imaginary worlds do support social networks (and sometimes even social networking), these are not networks of real persons but of imaginary persons or avatars. Source: IDC: U.S. Consumer Online Attitudes Survey Results, Part III: Social Networking June 2008 Build connections with people you trust or with people with common interests
- http://en.wikipedia.org/wiki/File:Web_2.0_Map.svg
- http://en.wikipedia.org/wiki/Enterprise_2.0
- Plurk has a timeline view which integrates video and picture sharing. Wikis are important for internal documentation There are many other applications with social software characteristics that facilitate human connection and collaboration in specific contexts. Project management and e-learning applications are among these.
- SNS now reach 54% of the U.S. online audience, up from 43% not even a year ago. This reach is equivalent to 44% of the overall U.S. Population. This is up from 44% eight months earlier. 52% of 35-44 yr old; 35% of 45-54 yr old The demographics of SNS users has come a lot closer to mirror the overall U.S. online population in the past year Users do use SNS often and for long periods of time during each visit. The most frequently named uses of SNS are for communications purposes. 56% of those who log in do so at least once a day women use SNS slightly more frequently than men There are four major reasons why consumers use SNS: to connect and communicate, because of peer pressure, for entertainment, and for work-related purposes More male respondents use SNS because their contacts use it and to find people with similar interests they don’t yet know. Peer behavior is a slightly more important motivation for men than women to use SNS. Men are more likely than women to use SNS for their job. a slightly greater percentage of women than men use SNS to stay in touch with current contacts, find contacts they have lost touch with, and share pictures and videos with contacts. More females (66%) rated SNS as "useful" than male respondents (57%). Source: IDC: U.S. Consumer Online Attitudes Survey Results, Part III: Social Networking June 2008 Facebook Set to Hit 200 Million Users http://www.cio.com/article/488784/Facebook_Set_to_Hit_Million_Users?source=nlt_cioinsider http://www.cio.com/article/491917/Are_Your_Salespeople_Using_Twitter_?source=CIONLE_nlt_cioinsider_2009-05-08
- SNS now reach 54% of the U.S. online audience, up from 43% not even a year ago. This reach is equivalent to 44% of the overall U.S. Population. This is up from 44% eight months earlier. 52% of 35-44 yr old; 35% of 45-54 yr old The demographics of SNS users has come a lot closer to mirror the overall U.S. online population in the past year Users do use SNS often and for long periods of time during each visit. The most frequently named uses of SNS are for communications purposes. 56% of those who log in do so at least once a day women use SNS slightly more frequently than men There are four major reasons why consumers use SNS: to connect and communicate, because of peer pressure, for entertainment, and for work-related purposes More male respondents use SNS because their contacts use it and to find people with similar interests they don’t yet know. Peer behavior is a slightly more important motivation for men than women to use SNS. Men are more likely than women to use SNS for their job. a slightly greater percentage of women than men use SNS to stay in touch with current contacts, find contacts they have lost touch with, and share pictures and videos with contacts. More females (66%) rated SNS as "useful" than male respondents (57%). Source: IDC: U.S. Consumer Online Attitudes Survey Results, Part III: Social Networking June 2008 Facebook Set to Hit 200 Million Users http://www.cio.com/article/488784/Facebook_Set_to_Hit_Million_Users?source=nlt_cioinsider http://www.cio.com/article/491917/Are_Your_Salespeople_Using_Twitter_?source=CIONLE_nlt_cioinsider_2009-05-08
- Who among my colleagues can help me on XYZ? Who can help me get introduced to a colleague? How can I use my colleagues’ social capital? How do I get reference of someone?
- SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential
- SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential “ Proactively seeking out places where you are mentioned online and replying honestly sends a clear signal – you are willing to listen, talk, reason and, if need be, make amends.” Nick Dawson (nickdawson.net) Social Pulse
- SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential
- Links: Facebook – Scripps Health ( http://www.facebook.com/pages/Scripps-Health/12150039095?ref=mf ) Starbucks (http://www.facebook.com/Starbucks) Twitter – Scott Monty (Ford) (http://twitter.com/ScottMonty); Tony Hsieh (Zappos) ( http://twitter.com/zappos ) YouTube – BlendTec (http://www.youtube.com/user/Blendtec) Flickr – Starbucks (http://www.flickr.com/groups/starbucks/) WordPress – LinkedIn – WorkFlow Studios Blogger – Running a Hospital ( http://runningahospital.blogspot.com/ ) www.kashi.com – community of customers www.starbucks.com www.ford.com The Groundswell
- Why register? When you create an account on wholefoodsmarket.com, we can present you with personalized features such as your favorite recipes, your messages, any comments/reviews you've made on our site, and even more features we're still working on. You can still use wholefoodsmarket.com without registering, but an account lets you get more out of the site.
- http://twitter.com/wholefoods We're on Twitter, the microblogging service that allows you to send and receive brief messages in real time, and we'd love to hear from you! Follow our @WholeFoods account for news, updates, special events and customer feedback Global account, Topical accounts, Metro accounts, Store accounts
- http://www.youtube.com/user/WholeFoodsMarket
- http://www.facebook.com/wholefoods
- You don't have to do EVERYTHING
- SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential first step was to add blogs and message boards in the hope that irate customers will talk to the company rather than gripe to the whole Internet. "If we don't do that at Dell.com, it's going to be on CNET or somewhere," Michael Dell says. "I'd rather have that conversation in my living room than in somebody else's."
- “ It was the first time I heard the word ―Twitter on the news. It was described by the CNN journalist as ―the newest micro-blogging tool to hit the internet”
- Twitter Tip: Register your Twitter name without the use of spaces or underscores. Many reasons why but the main reason is that underscores are a dead give away that you‘re a late adopter. (It‘s also an extreme pain in the buttocks to get to the underscore when you‘re tweeting from an iPhone with no copy/paste feature.) It‘s perfectly acceptable to use your full name, and I‘d advise you to lock up your full name (first and last name) if it‘s available. (That way no one else can brand jack your name.) Just don‘t add your middle initial or make your name any longer than it needs to be. Challenges with using your full name arise when it‘s long and/or difficult for new friends/followers to remember the spelling. If that‘s the case, you may want to consider using your BRAND as your username instead. Like what Scott did Here‘s how @ScottTousignant changed his long French username to his brand that he‘s now famous for. Now, Scott is known as @TheFitB on Twitter, and has hundreds of followers who send him messages very easily.
- Manage your brand reputation : Similar to Google alerts and when used in the same way as above, Twitter can be a great way to see (in real time) who’s talking about your company, products or services. PR and journo’s also use Twitter to gather info about sources, allowing you as a company to offer yourself as a resource from the start. Alternatively, if the story is about your company, you can get a head start on rectifying any negative situations. **Note: Subscribe to the RSS feed of your search, and let the semi-real-time tweets come to you. Have frequent downtime? : If you’re like Twitter and growing quickly, use Twitter to post 140 character notices of system status and ETA’s for your loyal followers. They’ll appreciate it, just like the actual Twitterverse appreciates it from the guys behind Twitter. Job hunting/hiring : Remember that all Tweets are searchable. Always. Don’t tweet anything silly, but do tweet about insights, information, posts and more to increase your chances of getting hired by a like-minded employer. Hiring? Tweet what you need and for when, and wait for the responses. Exclusive deals/sales announcements : Your loyal followers will appreciate feeling exclusive. Offer sales or rebates to them by giving a Twitter-only coupon code for them to redeem online or in-store. What’s more, say as much on your website and increase followers of your brand. Increase site/blog visibility : If you use Wordpress, use the plugin that automatically updates your Twitter status with the URL of your new post. Conversely, use another plugin that links your recent Twitter updates for display on your site itself. Increase interaction : Ask open-ended questions, link to polls, and get people involved in your brand. People love to share their opinion, especially those using Twitter – otherwise they wouldn’t be using it Promote Twitter on-site and invite to follow : A no-brainer. You can’t get followers if no one knows you exist. Display your new Twitter URL and ask to be followed. Remember that the viral component of Twitter means that a follower’s followers might appreciate your brand as well. Customize your background-image : With some Photoshop, knowledge of CSS positioning and some cleverness, you can use your Twitter bg as yet another brand builder/enforcer. Here’s a tip: Your bg is fixed to the top left, with the Twitter content in the centre. Modify your bg to have your topline info at the top left, and all your followers will see it. Be fun, be open, be candid, be YOU : Do it. Create curiosity : Intrigue your followers, make them want to know more about your product, you, or your brand (which are sometimes one in the same).
- Perhaps follow using an RSS feed instead of Twitter if the tweets are too frequent.
- How to Get Started With LinkedIn: http://www.bnet.com/2403-13070_23-219860.html LinkedIn Tips: http://www.rickupton.com/linkedin-tips.htm
- “ Actors in a structural diverse network derive information benefits, since they are more likely to receive non-redundant information coming from various loosely connected networks “ Effects the ability to find information to solve problems Important for finding new opportunities Value of Social Network -- A Large-Scale Analysis on Network Structure Impact to Financial Revenue of Information Technology Consultants, Winter Information Systems Conference, 02/09
- Structural diverse networks with abundance of structural holes are associated with higher performance. When friends of your friends are not friends of each other or belong to the same social group. The point isn't to just have a diverse network. It is to connect to other people who have a diverse network that your network doesn't reach.
- I saved the most important Twitter tip for last: Twitter is about conversations, not monologues. Old-school, one-way marketing is at best quaint and at worst annoying in this two-way world of social media. Twitter is about talking with people, not merely at them. While publishing content and creating personality are starting points and should be components of your Twitter strategy, it shouldn't stop there. First, make friends on Twitter. If people follow you, follow them too. You're creating a community around your brand, not a soapbox for you alone. Barack Obama succeeds on Twitter because visiting his page feels like entering a community of like-minded folks, unlike Hillary Clinton's Twitter page, which feels like an empty room. Obama's Twitter page Clinton's Twitter page Second, reply to others. This critical component of your Twitter activity makes all the difference, because it shows you want to engage with customers and listen to them. When people make a comment or ask a question, respond quickly and authentically. Respond like a real person, not like a marketing robot. Here's a typical conversation JetBlue engages in on Twitter: Customer: @jetblue where can I find your checked bag policy? Does a car seat count as an extra bag? JetBlue: children's car seats don't count as a second checked bag (and can also be gate checked if you find that easier) Customer: Thanks much. I'm ready to be a happy jetter tomorrow This simple dialogue answers a customer's question, and because Twitter is a public forum, it also informs other customers and displays JetBlue's responsiveness and service. Other companies such as Network Solutions use Twitter to respond to requests for improvements: Customer: Network Solutions Hosted DNS service does not allow SPF, TXT or PTR records of any kind. I don't understand how that is possible. Network Solutions: I know we are adding features to the DNS. I can have someone give you more details. My contact http://tinyurl.com/6gsz66 Customer: props to Network Solutions @netsolcares for offering to speak to me after I bitched about their service. Network Solutions: Thanks. Your feedback is the stepping stone for our improvements. Finally, be proactive in starting conversations. Listen for mentions of your brand, read them, and take the lead in starting a conversation. Here's an example of how Comcast reached out to a customer who said something about them: Customer: my comcast internet has been down since yesterday. so not cool, comcast. esp w ur already low customer satisfaction #s Comcast: Can I help? Customer: i tweeted about my 24hrs of dead comcast internet and @comcastcares answered my cry for help in secs. No. 2999 why i am in awe over Twitter! plus i have a new found respect for comcast. thank you, @comcastcares Comcast: DM the phone number on the account and let me take a look Imagine the surprise a customer experiences when, after he or she rants about Comcast, a helpful person from Comcast sends them a message and earnestly tries to help. Helping one customer at a time where everyone can see it can make a real difference in brand sentiment. And those good experiences are being shared beyond Twitter, where blog entries and word of mouth generate broader benefits. Because success on Twitter requires these types of back-and-forth interactions, it requires dedication and resources. You can't create a Twitter account, post a press release once a month, and expect an instant audience of thousands. Companies such as Comcast and JetBlue are having an impact because they are willing to have personal, authentic conversations with customers. In an era where messaging is the standard, one-to-one conversations stand out.
- impact is possible only if we can have personal, authentic conversations with customers. In an era where messaging is the standard, one-to-one conversations stand out.