Social Media: Make it social

MAKE IT SOCIAL

www.steria.noMAKE IT SOCIALGet better connected with your customers through the use of Social Media

© Steria© Photo: plainpicture/Pictorium

www.steria.no

Make it social Make it socialGet better connected with your customers through the use of Social Mediag

© Steria© Photo: plainpicture/Pictorium

The Social Media wave

It’s a tidal force on the Internet Deal with it or loose your foothold Deal with it or loose your foothold It’s affecting your organization Whether you know it or not

www.steria.no 05.05.2010 Time to get social & personal3

Whether you know it or not

© Photo: Radius Singles

It’s is too big too take lightly

Social Media is another evolutionary step y pin information exchange

It holds great opportunitiesA d th t


And many threats© Photo: Radius Singles

Three things you’ll learn about Social Media

2 The risks 3 Ho to se it1 Wh se it 2. The risks 3. How to use it1. Why use it

Don’t mess with it unless you know

Give people personally relevant

Get better connected with customers and unless you know

what you’re doingpersonally relevant and good content

with customers and employees

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Why use it

Get better connected with customers and employees

On the web with technologies like youtube, flickr, facebook, twitter, wikipedia…

www.steria.no 05.05.2010 Time to get social & personal6© Photo: Designpics Singles

flickr, facebook, twitter, wikipedia…

Social Media is all about people…

© Photo: Photo Alto

CONNECTING© Photo: Photo Alto

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CONNECTING

With family, friends, colleagues, customers…


It’s a connector of people

Social Media is “another evolutionary step in the way Internet is a connector of people”connector of people.

– Vinton G. Gerf, VP & Chief Internet Evangelist Google

”Internet Evangelist, Google

www.steria.no 05.05.2010 Time to get social & personal9http://www.youtube.com/watch?v=oxySmrn-IwQ&feature=channel

People have instantly recognized its value


Because humans are social creatures


And herd animals


It fulfills an eternal human urge: Connecting

Getting together Sharing experiences It nourishes us Makes us strong Makes us strong


Today, we can connect with blinding speed


Easier than ever before


With the Internet and the Web as the platform…

A map of the pglobal Internet▬ 700 million

computerscomputers connected in a network of networks


Source: MIT's Technology Review, Mapping the internetSource: MIT's Technology Review, Mapping the internet

And Social Media technologies…


And a few keystrokes...

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We have instant worldwide reach

www.steria.no 05.05.2010 Time to get social & personal19© Photo:

No wonder why usage has exploded


Everyone is online

The World Wide Web 1,6 billion users 60 % of the population in EU

76 % f th l ti i th 76 % of the population in the Nordic countries

Source: Eurostat – ICT statistics


Source: Eurostat ICT statistics

Flocking around Social Media

No fad Usage has exploded 70% of all internet users use it Can’t be all kids More people are watching

videos online than using e mailvideos online than using e-mail Has surpassed porn sites in

popularity

ge S

ourc

e S

ingl

es

www.steria.no 05.05.2010 22 © P

hoto

: Im

ag

Using a wide variety of tools


Creating a new era of connectedness

People are talking ranting complaining praising People are talking, ranting, complaining, praising, reviewing, and sharing everything online for the world to see.

You won’t believe…””Check this

out…””Did you ”Stay”Great!Did you hear…” ”Funniest

thing ever..” ”Saw this on MSN…””Sucks.”

Stay away…”Useful!”

”BAD!”


The dominant player

It all starts hereIt all starts here

Google has 82 percent market share


g p

© Photo: Patternizer B by Philipp Lenssen

Other popular tools


The figures are BIG and growing fast


YouTube.com

>100,000,000LinkedIn.com

~ 40,000,000100,000,000videos Blogs

~ 200,000,000

, ,users

Flickr.com~ 3,000,000,000

Facebook.com~ 275,000,000

visitors pr monthimages visitors pr. month

WikipediaInnocentive.com~ 160 000 p

~ 65,000,000visitors pr. month

~ 160,000contributorsSecondLife

~ 1,500,000id t

Digg.com33 000 000

Twitter.com6 000 000

residents


~ 33,000,000visitors pr. month

~ 6,000,000users

Lets look at some good examples


Search engines

Keyword-based search


Opinion sharing

Write and publish on blogs


Micro blogging

Sharing what you’re doing or thinking with short textwith short text messages


Knowledge sharing

Written collaboratively by volunteers


Video sharing

Upload, share, watch and comment videosvideos


Image sharing

Upload and share images


Music sharing

Internet radio & community for sharing musical tastesmusical tastes


Slide sharing

Community for sharing presentations


News sharing

Store, organize and search news


Bookmark sharing

Collect, share and publish bookmarks and linksand links


Document sharing

Collect, share and publish documents


Social networks

Communities of people who share interest & for general& for general socializing


B2B Social Networks

Communities for networking and finding informationinformation


Crowdsourcing

Collaborative problem solving


Forums

Discuss topics


RSS feeds

Users subscribe to updates


Now, to the BIG question for businesses…


Do you want to be better connectedwith your customers and employees



Would you like them to take notice and be your fans



Would you like them to be your ambassadors


Companies are saying: YES

We’re in the business of connecting with “people.

Trevor Edwards VP Global”

– Trevor Edwards, VP Global Brands, NIKE

www.steria.no 05.05.2010 Time to get social & personal52© Photo: NIKE

Companies are saying: YES

“ 75 percent of Fortune 1000 companies with websites will have undertaken some kind of“have undertaken some kind of online social networking initiative for marketing or gcustomer relationship purposes in the next year.”

October 2008


To find something comparable, “you have to go back 500 years to the printing press, the birth of mass

dimedia.

– Rupert Murdoch, owner of ”News Corp and MySpace

www.steria.no 05.05.2010 Time to get social & personal54© Photo: NewsCorp

Main benefits of Social Media

Be findable Engaging and interacting with audiences Direct customer communication Learning customer preferences Instant feedback L t Low cost Reach wider audience Brand building Brand building Lead generation Customer service


Source: Marketing executives Networking Group (MENG), ”Social Media in Marketing, Nov. 6, 2008

Main uses of Social Media

Communicationg news online Offer alerts, updates and feeds Enliven news and content with multimedia Customizing content Demonstrating thought leadership H ll ti i t lli Harness collective intelligence Contact management Event coverage Event coverage Crisis management Sponsoring affinity groups and widgets


p g y g p g

In 2009, if you’re digital “ y gpresence does not include Social Media, you’re missing an awful lot of opportunities.

– Anders Lindgren, marketing director

”marketing director, Steria Scandinavia

www.steria.no 05.05.2010 Time to get social & personal57© Photo: Steria / [email protected]

Business Week sums it up nicely


For companies, resistance to social media “is futile. Millions of people are creating content for the social web. Your competitors are already

fthere. Your customers have been there for a long time. If your business isn’t pulling itself out there it ought to be ”there, it ought to be.

February 19, 2009”





Give people what they want


what you’re doingwhat they wantwith customers and

employees

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The risks of Social Media

Don’t mess with Social Media unless you know what you’re doing


Be aware of the dangers

Empower and educate your employees

It’s a different worldOld l d ’t l Old rules don’t apply

It’s a new ballgame


The reason is this


Herd mentality reigns


The online BUZZ about your organization…


Can be great

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Or really bad


Either way, it spreads quickly

They don’t call it Viral for nothing


So be cautious


Remember the good old days

A consumer who experience a bad customer service A consumer who experience a bad customer service situation will tell 10 or 20 people?

How does 1.3 million sound? That’s the new reality


y

Example 1

A story of Social Media embarrassment:

The sleeping service techniciantechnician

To date, viewed 1.3 million times


Example 2

“In videos posted on YouTube and elsewhere this week, a employee of well known restaurantwell known restaurant chain in the U.S. prepared sandwiches for delivery

hil tti hwhile putting cheese up his noce, nasal mucus on the sandwhich.”- New York Times, April 16, 2009


You must have a clear strategy

Align the use of Social Media with your internal

What to do What NOT to do

yand external communication planplan

www.steria.no 05.05.2010 Time to get social & personal73© Photo: Digitalvision

TIP! Use the SteriaSOCIAL method

The method was created by Steria to help people get t t d ith S i l M di

Assess: Investigate your customers’ and employees’ social activities

started with Social Media

activities Objectives: Determine what you want to achieve Strategy: Choose the areas which is most relevant and likely to

diengage your audiences Technology: Decide on which tools and solutions to use People: Train and empower your people Processes: Don’t underestimate the time it takes Measure: Measure your progress and fine-tune your approach


Shy away from these marketing scams


OK, let’s wrap it up


The biggest risk with Social Media is to do nothing

www.steria.no 05.05.2010 Time to get social & personal77© Photo: Masterfile / Mike Randolp

You have to do something


It will be the topic of the next chapter





Give people what they want


what you’re doingwhat they wantwith customers and

employees

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How to use it


Give people what they want© Photo: Photo Alto

To use Social Media right…


You need to do one simple thing


It is the ”red thread” of this chapter


Focus on giving people what they want

S d6

Start multiprocessing

Speed up6 ways people adapt to modern life Get to the point, quickly

When using Social Media:

Choose relevance Be personally relevant

Use noise filter

Seek guidance

Don‘t be marketing noise

Provide guidance

Want easiness

Seek guidance

Make things easy

Provide guidance

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Get to the point, quickly


It takes only ½ a second …

Research indicates that people spend less than Research indicates that people spend less than ½ second to “decide” if something is worth giving more attention to, or not.


Be personally relevant


Relevancy has always been relevant

By far the most important“ By far the most important factor explaining likeability is the extent to which the commercial

“is meaningful for the viewer.– Giep Franzen, 1994 ”


Today, relevancy is more relevant than ever

Customer Bullsh*t meters“ Customer Bullsh t meters are hypersensitive. Irrelevant ads cause a “disconnect - bad scent.Relevant ads and content offer good scent ”offer good scent.

– Bryan Eisenberg, Future Now, Chicago ad:tech 2006 conference

”Chicago ad:tech 2006 conference


Don’t be noise


“The information explosion”

Size of circles indicate amount information produced worldwide

Sources: (1) The Diverse and Exploding Digital Universe, March 2008, An IDC White Paper - sponsored by EMC(2) How Much Information?, UC Berkeley School ofUC Berkeley School of Information Management and systems, 2003


More information will be created in the “next three years than in the history of time.– Berkley School of Information Management, 2002 ”

The The explodingexplodingexploding exploding

digital digital universeuniverseuniverseuniverse

www.steria.no 05.05.2010 Time to get social & personal93© Photo: Masterfile / Rick Fischer

There is just way too much information

The advances in worldwide communications The information explosion in the Internet The growth of news and other media The increase in publishing

www.steria.no 05.05.2010 Time to get social & personal94© Photo: Mathias Kulka / Corbis / Scanpix

Especially marketing noise…



…and advertising noise


Ads are everywhere

Th i d 2 000 d i i

© Photo: Image Source Singles

The average person is exposed to ~ 2,000 advertising messages/day

87 600 000 throughout their lives


87,600,000 throughout their lives

Not only are people immune


We use the smartest noise filter in the world

OUR MINDOUR MINDOUR MINDOUR MIND People who live near train lines People who live near train lines

find ways to adjust to the noise ... find ways to adjust to the noise ... We treat encroaching advertising and We treat encroaching advertising and

marketing just like those trainsmarketing just like those trains

www.steria.no 05.05.2010 Time to get social & personal100Inspired by Alain Thys / Futurelab

People have become highly sophisticated

They mentally tune out messages that do notThey mentally tune out messages that do not resonate immediately with their own desires or needs

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We actively try to avoid ads…


Please, spare me…

0% f70% of consumers would be interested in products or service that help them avoid marketing messages – Yankelovich Marketing and Forrester Research

www.steria.no 05.05.2010 Time to get social & personal103© Photo: Masterfile

… and believe they lie


Stop the Bullsh*t

76% of consumers don’t believe that companies tell the truth in advertisementsin advertisementsSource: Yankelovich, 2006

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Provide guidance


Help people find the way

© Photo: Steria

There is just way too much information for us to absorb, filter and sort out

To save time people are forced to seek expert advice To save time, people are forced to seek expert advice and guidance

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Make things easy


Everything should be extremely userfriendly

Usability is a term used to denote the ease with which people can employ a particular tool

or other human-made object

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or other human made object

To sum it up


Back to our red thread

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Focus on giving people what they want

S d6

Start multiprocessing

Speed up6 ways people adapt to modern life Get to the point, quickly

When using Social Media:

Choose relevance Be personally relevant

Use noise filter

Seek guidance

Don‘t be marketing noise

Provide guidance

Want easiness

Seek guidance

Make things easy

Provide guidance

www.steria.no 05.05.2010 11205/05/2010

The Social Media wave

It’s a tidal force on the Internet Deal with it or loose your foothold Deal with it or loose your foothold It’s affecting your organization Whether you know it or not

www.steria.no 05.05.2010 Time to get social & personal113© Photo: Radius Singles

It’s is too big too take lightly

Social Media is another evolutionary step y pin information exchange

It holds great opportunitiesA d th t


And many threats© Photo: Radius Singles

Thank you and good look with your relations


Created by

Anders LindgrenAnders Lindgrenmarketing director, Steria ASwww.steria.no

e-mail: al@steria no e mail: [email protected] www.linkedin.com: http://www.linkedin.com/in/anderslindgren4u www.slideshare.com: anderslindgren4u

t itt A d Li d www.twitter.com: AndersLindgren

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Acknowledgements

There are a lot of great presentations, books and articles on Social Media available on the web. A few in particular were noteworthy inspirations for this presention, including:

The Wealth of Networks: How Social Production Transforms Markets and The Wealth of Networks: How Social Production Transforms Markets and Freedom, Yochai Benkler, Yale University Press, 2006

The Cluetrain Manifesto: http://www.cluetrain.com/

Social Media is… http://www.slideshare.net/leewhite/social-media-is

Social Media & Internet Marketing http://www.slideshare.net/JeffBennett/social-mediainternet-marketing-presentation

The future of advertising: http://www slideshare net/mattanium/the future of advertising 313836

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http://www.slideshare.net/mattanium/the-future-of-advertising-313836