'How to embed social media' presented by Tiffany St James and Delphine Remy Boutang at Women's Forum Global Meeting 2012 at the Orange corner

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

14. Facebook

15. F-Commerce on Facebook

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

21. Pinterest drives sales

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

32. @delphinerb
Employee-generated brand interactions are
growing exponentially

33. @delphinerb
Social Business enablement program

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