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Ben Stockman SXSE London

Ben Stockman SXSE London. The Rise of the Social Business March 2013. Social Media is only in its infancy:. Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12). Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12)

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Ben Stockman SXSE London

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  1. Ben StockmanSXSE London The Rise of the Social Business March 2013

  2. Social Media is only in its infancy:

  3. Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12)

  4. Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12) Global launch: 2007 Users: 200m active (Dec ‘12) Annual userbase growth of 1382%

  5. Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12) Global launch: 2007 Users: 200m active (Dec ‘12) Annual userbase growth of 1382% Global launch: 2004 Users: 200m active (Feb ‘13) 2 new users every second

  6. Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12) Global launch: 2007 Users: 200m active (Dec ‘12) Annual userbase growth of 1382% Global launch: 2004 Users: 200m active (Feb ‘13) 2 new users every second Only a few years ago, nobody had heard of social media, now 69% of adults use it. -Pew Research, 2012

  7. A tale of two supermarkets

  8. A tale of two supermarkets My 1st ever online order from @asda. 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Africa

  9. A tale of two supermarkets My 1st ever online order from @asda. 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Africa @aatlaeSorry about your bad experience, Ben. Hope you enjoy the rest of your weekend.

  10. A tale of two supermarkets My 1st ever online order from @asda. 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Africa @aatlaeSorry about your bad experience, Ben. Hope you enjoy the rest of your weekend. The key to social media success isn’t in talking – it’s in listening

  11. Some statistics • Facebook alone now accounts for 8% of all time spent online. • Users of social media sites spend one & a half times more time online than the average Internet user. • 26.3% of all web display advertising takes place on social sites, yet only 10% of retailer’s display advertising is on social sites. • Social sites’ average cost per thousand consumer impressions is 36p, while the average across the Internet is £1.69 • Each day, 20% of Google searches have never been searched before • 53% of people on Twitter have recommended products

  12. The Marketer’s Myth “We’re delivering great on-brand messaging to our customers across our key demographics”

  13. The Marketer’s Myth “We’re delivering great on-brand messaging to our customers across our key demographics” You no longer drive company and brand messaging – your customers do. The Reality

  14. Changing Times • 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV

  15. Changing Times • 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV • 41% of people have used one of these devices to browse for a product after seeing it in a show or advert.

  16. Changing Times • 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV • 41% of people have used one of these devices to browse for a product after seeing it in a show or advert. • Top activities included social networking(60%), internet browsing (44%), emailing (42%) and playing games (25%).

  17. Great Social Media

  18. Great Social Media Research commissioned by Three found its target audience loves sharing videos and photos via their mobiles with friends - particularly animals in funny situations.

  19. What’s the difference between social media & Social Business?

  20. What’s the difference between social media & Social Business? Social Business: “The deep integration of social media and social methodologies into the organization to drive business impact.”

  21. The Social Business • Marketing & communications: support product development with real-time feedback and crowdsourcing ideas from customers & employees • Customer experience: social support provided by customers on forums and social channels as well as by employees • Sales: Connects through the consideration process – and between transactions • Finance: Internal social networks provide context for discussions around things as diverse as expenses and budgeting • HR: Used for Recruitment, and also performance management leverages enterprise social networks to track achievements and reward teamwork • IT: Create social as a platform – integrate everything into a single customer database powered by social signals and power the employee CRM system • Supply chain: Use social intelligence to power predictive analysis around supply chains

  22. Case Study: AVG Antivirus Goals: • 1 million Facebook fans • Connect customers & brand advocates, to product team and sales & marketing functions

  23. Case Study: AVG Antivirus • Regular contributors to discussions on Facebook made “VIPs” and included in secret group

  24. Case Study: AVG Antivirus • Regular contributors to discussions on Facebook made “VIPs” and included in secret group • All feedback monitored by frequency, collated weekly and sent directly to product team

  25. Case Study: AVG Antivirus • Regular contributors to discussions on Facebook made “VIPs” and included in secret group • All feedback monitored by frequency, collated weekly and sent directly to product team • Customer complaints and issues dealt with directly by community managers covering the page 24/7

  26. Case Study: AVG Antivirus • Regular contributors to discussions on Facebook made “VIPs” and included in secret group • All feedback monitored by frequency, collated weekly and sent directly to product team • Customer complaints and issues dealt with directly by community managers covering the page 24/7 • More complicated issues escalated to customer support engineers through embedded Facebook tab

  27. Case Study: AVG Antivirus • Regular contributors to discussions on Facebook made “VIPs” and included in secret group • All feedback monitored by frequency, collated weekly and sent directly to product team • Customer complaints and issues dealt with directly by community managers covering the page 24/7 • More complicated issues escalated to customer support engineers through embedded Facebook tab • Campaigns run using content created by social media team to increase opportunities for feedback

  28. Case Study: AVG Antivirus AVG wins “Most Social Business of 2012”“The judges felt that AVG was most deserving of this award for a number of reasons – the main one being their holistic, comprehensive approach to social. The company’s integration of social into many business functions is extensive, at the vanguard of what is happening in their own industry, and we would argue, leading across all industries. Not only this, their work to use social to generate product feedback that is then fed directly into product development lifecycle is unique in its extensiveness and importance. AVG truly is a company that had made social work for them and positively impact the way they do business.” – Nick Johnson, Useful Social Media

  29. Disruptive Business

  30. Disruptive Business • Champions of social in each department

  31. Disruptive Business • Champions of social in each department • Use of web & social to connect workforce

  32. Disruptive Business • Champions of social in each department • Use of web & social to connect workforce • Encourage staff to communicate about process regularly

  33. Disruptive Business • Champions of social in each department • Use of web & social to connect workforce • Encourage staff to communicate about process regularly • Don’t fear it – try everything, and if it doesn’t work, look at the things that do

  34. "Every communication advance in history has brought about a leap forward in civilisation: The alphabet begat democracy, the printing press begat the renaissance, and we're living through the biggest communication advance in human history and have no idea what might come out of it" ~Jonathan Sacks

  35. Mobile is widely-tipped to overtake fixed internet use by 2014

  36. Mobile is widely-tipped to overtake fixed internet use by 2014 • Integrated “second screen” campaigns will become an expectation as more companies catch on

  37. Mobile is widely-tipped to overtake fixed internet use by 2014 • Integrated “second screen” campaigns will become an expectation as more companies catch on • As we find new ways to interact with the web, brands will either embrace new technology across their organisation or fall behind

  38. Mobile is widely-tipped to overtake fixed internet use by 2014 • Integrated “second screen” campaigns will become an expectation as more companies catch on • As we find new ways to interact with the web, brands will either embrace new technology across their organisation or fall behind • The ROI on social media is that your business will still exist in 5 years!

  39. Thanks for listening! (Sorry I made you all stand up) www.sxselondon.co.uk Ben@Sxselondon.co.uk@SXSELondon@Aatlae

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