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The Social Web for Business. Jonathan Crossfield 26th August 2009. Why should my business care?. WHY. The Social Web for Business. Social networks are popular. Over 70% of Australian internet users visited a social networking site in June 2009*. *comScore study, June 2009

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the social web for business

The Social Web for Business

Jonathan Crossfield26th August 2009

The Social Web for Business

why should my business care
Why should my business care?

WHY

The Social Web for Business

social networks are popular
Social networks are popular
  • Over 70% of Australian internet users visited a social networking site in June 2009*

*comScore study, June 2009

Reported in Marketing Charts, August 17th 2009

people want to be part of something exciting
People want to be part of something exciting
  • Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008*

*comScore study, June 2009

Reported in Marketing Charts, August 17th 2009

twitter is seeing astronomical growth
Twitter is seeing astronomical growth

*courtesy Hitwise Australia, July 2009 (Hitwise.com.au)

The Social Web for Business

but businesses keep asking the wrong question
But businesses keep asking thewrong question

How can my business use Twitter (or Facebook, etc)?

The Social Web for Business

there is a better question
There is a better question

How can I use the social web to help consumers achieve their goals?

The Social Web for Business

deciding to use a tool is a tactic
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

helping people achieve goals is a strategy
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

knowing the customer goal may reveal a better tool
Knowing the customer goal may reveal a better tool

Wow! Cleanest driveway in the street!

http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

the ant approach
The ANT Approach

A

N

T

nthropology

ot

echnology

The Social Web for Business

so what is the social web
So, what is the social web?

WHAT

The Social Web for Business

you might think social media is this
You might think social media is this

The Social Web for Business

these are just tools snow shovels
These are just tools – snow shovels

The Social Web for Business

how should we use the social web
How should we use the social web?

HOW

The Social Web for Business

by providing elegant organisation
By providing “elegant organisation”

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”.

Mark Zuckerberg – Creator of Facebook

Quoted by Jeff Jarvis – “What Would Google Do?”

The Social Web for Business

identify the customer goal or problem
Identify the customer goal or problem

The Social Web for Business

understand the route they prefer to take
Understand the route they prefer to take

http://www.flickr.com/photos/tyskis/ / CC BY-NC-ND 2.0

The Social Web for Business

use the right tools to make it easier for them
Use the right tools to make it easier for them!

http://www.flickr.com/photos/jkransen/ / CC BY-SA 2.0

The Social Web for Business

see how many customers choose your route
See how many customers choose your route!

http://www.flickr.com/photos/grahamking/ / CC BY-NC-SA 2.0

The Social Web for Business

view everything from the customer s position
View everything from the customer’s position

http://www.flickr.com/photos/quaelin/ / CC BY-NC-ND 2.0

be an ant
Be an ANT!
  • Care about Anthropology, Not Technology!
thankyou
Thankyou

@Netregistry

@Kimota