The Social Advantage: Leveraging social media for your business Anne Bartlett-Bragg 20 November, 2013

Image credit: Lars Plougmann CC BY-SA

APAC: Personal internet usage

Growth 2012-2013

7%

A few global trends

digital versus social

integration NOT isolation

“BIG data” analytics

new business models

the disruptive consumer

scalable individual experience

social consumerism

mobile everything

participation “with” others

doing

posting

commenting

creating

sharing

discussing

It’s all about engagement

Social media is about

What does the social consumer look like? they seek to engage with brands via social channels

they want information, support & a place to give feedback

they want to DIY: “Fix-it-themselves”

they don’t want FAQs

they expect consistent experiences

they will research online & listen to their “friends”

they do expect YOU to be listening

they will co-create products/services (if you ask them)

Who are these people?

Who do they trust?

Where do they participate?

Social media is more than Facebook & Twitter

When we use devices… mobile is everything

Image credit: Ripple Effect team member Commscore July2013

25% of users can’t remember when they didn’t have their smartphone with them

What are they talking about? Advice channels…

Image credit: Ripple Effect team member

And in times of crisis?

Image credit: Ripple Effect team member

Unlocking the social advantage

Image credit: Ripple Effect team member

Return On Engagement:

• Greater marketing effectiveness

• Reduced communication costs

• Increased speed to access knowledge

• Increased customer satisfaction

• Increased employee productivity & innovation

Source: McKinsey & Company The Social Economy July 2012 How social technologies are extending the organisation November 2011

Life Insurance social media landscape

Data collected December2012/Januray2013

Facebook – brand usage

Facebook – user generated

Self-organised No brands Just people helping each other

Pinterest…even the Police get involved

YouTube channels… content as information

YouTube channels… content as entertainment

Brands post TV ads People repost Or Remix

Mobile apps …

“What do you do to make your customers smile?” Powerful social initiative engaged employees and shared authentic customer satisfaction stories.

Case Study: social employees & customer engagement

Global Insurance Company

Case Study: Thomson Reuters OneSource - content as community

A community for tax advisers

Case Study: Thomson Reuters OneSource

Adoption: Fortune 500 vs ASX200

51%

Starting to integrate social strategy

ASX200

Source: BRR Media ASX200 Social Media Report 2013

70%

Fully integrated social strategy

Fortune 500

Source: 2013 Fortune 500 Are Bullish on Social Media: Conducted By: Nora Ganim Barnes, Ph.D., Ava M. Lescault, MBA and Stephanie Wright Charlton College of Business Center for Marketing Research University of Massachusetts Dartmouth

An integrated social strategy

70%

90% report benefits

85% outperform competitors

78% gain efficiency &

productivity

Source: McKinsey & Company The Social Economy July 2012

have adopted social technologies

Untapped potential of social media

Image credit: Ripple Effect team member

Set-up a monitoring platform...

Monitor brand mentions Listen to conversations Understand more about your customers

Measure to provide insight...

The case for Social CEOs

59% global consumers are influenced by the CEO

81% CEOs of world’s most reputable companies

engage on social

40% CEOs appear on

videos

APAC CEOs less social than any other region Weber Shandwick 2012: Socializing your CEO

58% ASX200 use LinkedIn

2 CEOs

LinkedIn Influencers

CEOs as thought leaders…

Next steps:

• Monitor social media Listen to be influenced

• Set-up social media presence – where your customers are

• Create quality content – engage on appropriate channels

• Use social media to reduce communication costs

• Integrate social technologies to increase employee productivity & innovation

‣Do business. ‣Get social. ‣Be smart.