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This contains highlights of a book (Grasping Social Media) about the personal and business potential of social media - as told through the eyes of a baby boomer Until recently, “socializing” was a clear and concise concept—the direct interaction with others, in person. Today, there is an increasing number of ways to communicate with friends, family, and even strangers and businesses. What at first seemed quite preposterous to some, who may still treat it with skepticism, social media has become a worldwide phenomenon that is clearly not going away. Grasping Social Media is Matt English’s personal journey to understanding and accepting social media as a driver of social change with enormous potential and opportunity. In it, he shares a process of shifting focus from concern over the loss of traditional personal contact and conversation to the positive outcomes of greater connection, community, and collaboration that the Internet provides. This guide addresses how to prepare for the transition and how to enjoy the experience; it also describes what challenges to expect and even how social media is a key to improving business models. At its heart, English’s social media story is about how we can all benefit, personally and professionally, from this enormous social network that continues to rapidly evolve right before our eyes.
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© Matt English 20141
August 2014
Extracts from a book about the personal and business opportunity of social media
© Matt English 2014
This presentation - four strategic themes from the book Grasping Social Media
1. Profound social change
2. The “push” factor
3. Social media shaping business models
4. A journey – not a destination
2
© Matt English 20143
Social media brings together the three C’s
Connection• Across boundaries 24/7 eg
Facebook, LinkedIn and Twitter have over 2 billion members
Community• Interest groups eg sports or
professionals
Collaboration• Two heads better than one eg
retailers and new products
© Matt English 20144
Social media is so different
Instant• Real time
Global• Easy reach
Transparent• Public and visible
© Matt English 20145
The change that social media is bringing is profound – personal and business
Biggest social change in generations
The power of one-to-many
Change is the law of life. And those who look only to the past or present
are certain to miss the future.—John F. Kennedy
© Matt English 20146
Some key questions
How would you describe your social media experience to date?
How has social media helped you or your business to enhance connection, community, and collaboration?
Do you see social media as a feature of convenience or a vital tool for the future and why?
© Matt English 2014
This presentation - four strategic themes from the book Grasping Social Media
7
1. Profound social change
2. The “push” factor
3. Social media shaping business models
4. A journey – not a destination
© Matt English 20148
Social media gives a different emphasis in the flow of information
Historically we have “pulled information”
Social push• Photos, travel diaries etc
Business push• Product information, offers etc
Information and knowledge push• Articles, media releases etc
Today – more of a “PUSH”
© Matt English 20149
User behaviour on social media varies widely
Frequency of useLower Higher
Type of use
Personal and
Social
Information and
Knowledge
Social Media User Behaviour
Social Media
Sponges
Social Media
Fire Hoses
Social Media
Pickers
Social Media
Butterflies
© Matt English 201410
Some key questions
How would you describe your experience in the social media “push” (social, business, or information and knowledge) and what benefits have you derived from these?
Where are you placed on the Social Media User Behaviour Matrix and how has that changed over time?
© Matt English 2014
This presentation - four strategic themes from the book Grasping Social Media
11
1. Profound social change
2. The “push” factor
3. Social media shaping business models
4. A journey – not a destination
© Matt English 201412
Business is in rapid catch-up in the age of social media
Hardware focus
Business first
Consumers
Age of computerisation - 70s, 80s and 90s
Business
Apps focus
Consumers first
Age of social media - 00s
© Matt English 201413
Social media - a key to changing business models
Traditional Future
Customer management
Customer responsiveness
Hierarchical organization
Horizontal organization
Product and service development
Product and service collaboration
Too much data Greater decision support
© Matt English 201414
Social media is about real business
Intensity of social media useLimited Extensive
Nature of business model
Business-to-business(B-to-B)
Business-to-consumer(B-to-C)
Business positioning for social media
Consumers as partners and collaborators
Brand and stakeholder
focus
Lost sales opportunity
Lost engagement opportunity
© Matt English 201415
Having the right conversation is fundamental
Social media will impact the whole organisation
C-suite involvement is essential
Strategy needs to be flexible
© Matt English 201416
It is much more thanhaving a smart website
Appropriate connection
Level of engagement (two-way)
Collaboration - value chain
We have ROI [for social media] that is really strong – and it’s transforming our organization. The level of
engagement we now have with customers is changing a whole bunch of other aspects of our marketing
—Wal-Mart marketing chief
© Matt English 201417
Some key questions
What plan does your organization have for engagement in social media?
What type of business conversation do you propose to have with your executive team regarding social media strategy?
Who are the nonbelievers in your organization and how do you plan to bring them on board?
© Matt English 2014
This presentation - four strategic themes from the book Grasping Social Media
18
1. Profound social change
2. The “push” factor
3. Social media shaping business models
4. A journey – not a destination
© Matt English 201419
Take charge of your social media journey, but recognise that it will change
Clarify what you want• Direction for you and social media
Define your level of participation• Passive
• Minimalist
• Full and active
I travel not to go anywhere, but to go. I travel for travel’s sake. The great affair is to move
—Robert Louis Stevenson
© Matt English 201420
Think logically about your choices
Have a game plan
Focus and commitment
Tactical choices really matter
Don’t complain about the conditions – deal with them
© Matt English 201421
Social media engagement can have a major impact on your personal brand
Impact on personal
brand
Lower
Higher
Engagement in social mediaPassive Full participationMinimalist participation
Social Media and Personal Brand
© Matt English 201422
Some key questions
What is your social media strategy?
How will social media help to shape your personal brand?
What will you do differently in social media starting now?
© Matt English 2014
This presentation - four strategic themes from the book Grasping Social Media
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1. Profound social change
2. The “push” factor
3. Social media shaping business models
4. A journey – not a destination
Recap
© Matt English 201424
About the author and key links
Matt English is based in Melbourne, Australia. He is an independent business commentator, public speaker, and strategist who earned his Bachelor of Commerce from the University of Queensland in Brisbane, Australia, and MBA from IMD in Lausanne, Switzerland.
He has over four decades’ industry experience, including senior roles as a Partner with PricewaterhouseCoopers and IBM. He specializes in the development, publication, and presentation of innovative thought leadership. He has directly contributed to the development and deployment of five global CEO studies, and he consults with major clients in the areas of organizational change and the reshaping of business models. English is active on social media and sees it as a major vehicle for personal connection and the transformation of business and customer relationships.
Links and contact -Facebook Book details BlogEmail
© Matt English 201425
August 2014
Extracts from a book about the personal and business opportunity of social media
