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'How to embed social media' presented by Tiffany St James and Delphine Remy Boutang at Women's Forum Global Meeting 2012 at the Orange corner
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How to embed social media in your business
« Orange digital corner»
Who am I?
CEO and founder of the social bureau, a London/Paris based, social business consulting agency. Our mission is to work with organisations to move business in the new paradigm of customer, partner, employee participation.
• @delphineRB
• www.thesocialbureau.com
• ]
Before WW social media director at IBM for 4 years. Hold a track record of improving critical business outcomes exploiting new market opportunities created by the adoption of social media.
• Held a serie of increasingly responsible positions within IBM Corporate Communications, Marketing and Sales
Who am I?
Global Digital and Social Media Strategist Tech Speaker Former Head of Social Media for the UK Government Specialising in: • Social Media in Global Corporate Comms and HR
• Creating revenue for media agencies
• Social TV: Helping broadcasters with social business
Tiffany St James CEO and Founder Stimulation Ltd @tiffanystjames www.stimulationltd.co.uk
Evolution of online marketing
Direct Results
2004-2009 2010-2015
Experimentation
Value: Web as a promotional vehicle
Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness
Measurements: Cost per impression
Marketing Tactics:
– Branding – buttons, banners
– E-mail – newsletters, list rentals
1996-2003
Value: Web as a direct results platform
Primary Goals: Drive traffic and lead generation
Secondary Goals: Thought leadership and branding
Measurements: CPL, CPC, brand measurements confirmed through surveys
Marketing Tactics:
– Search ads
– Lead generation – white papers, webcasts
– Branding - IMUs, larger units, microsites
– E-mail – list rentals
Value: Web as a relationship management platform
Primary Goals: Engaging prospects and customers outside of their Web site
Secondary Goals: Lead generation, drive traffic, thought leadership and branding
Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage
Marketing Tactics:
– Vendor communities
– Two-way ads
– Messaging connections using trigger marketing
– Successful tactics from direct results stage
Relationship
The world is now square
BRAND
CONSUMER
BRAND
CONSUMER
EMPLOYEE
CONSUMER
Old world New world
= Fail
= Success
Corporate culture v.
Social media
Corporate Culture + Social media
Enterprise social business
formula
Business Model
+
Corporate Culture
+
Desired value
=
Social business success
Proper roles of management &
employees
Top Down
Empowerment
Trust
Tools (availability)
Guidelines
Value
Bottoms up
Interest
Tools (selection)
Participation
What I did at IBM
• Empowered everyone to participate
• Learn from mistakes (or near mistakes)
• Social Computing Guidelines
• Building a culture for participation started inside first
• Experiment. A lot
What I did in the UK
Government
• Audited skills and capabilities
• Created a community of practice of social media practitioners
• Enabled training in the skills gaps
• Social Engagement Guidelines
• Engaged with other governments worldwide
•
•
Function
Strategy
Governance
HR
Internal Comms
PR
Direct Sales
Customer Service
Business Intelligence
Initial
Objectives, Audit, Strategic Case
Policy, Guidance Mitigation, Crisis Comms, Channel Use
Social Talent Mechanisms. Employee Engagement, Reward
Collaborative working tools
Engagement delivering objectives
Mechanisms, Tools, Channels
Sentiment, Care Channels
Research, NPD, Policy, Sales, HR, Innovation, CRM
Excellence
Embedded Strategy
Useful Practical Governance Embedded
Social Talent Attraction Programme, Dynamic Innovation Culture
Social Intranet with soft walls
Social multi-way collaboration
Social Sales and Conversion Programme
Social CRM Hub
Capability Embedded
F-Commerce on Facebook
LinkedIn LinkedIn is the world’s largest professional network on the Internet More than 175 million members in over 200 countries and territories 62% of LinkedIn members are located outside of the United States 2011: members did nearly 4.2 billion professionally-oriented searches 2012: Set to surpass 5.3 billion in 2012.
Available in 19 languages: English, Czech, Danish, Dutch, French, German, Indonesian, Italian, Japanese, Korean, Malay, Norwegian, Polish, Portuguese, Romanian, Russian, Spanish, Swedish and Turkish.
Twitter is a microblogging site with an organized stream of tweets that delivers the best suited content for you instantly media, news, events and all information you need regarding your interests. Share information online, exchange with your followers Create, build and develop relationships
• number of Twitter accounts: 465, 000, 000 • number of tweets per day: 175, 000, 000 • new Twitter accounts per day: 1, 000, 000
YouTube
YouTube is a video sharing website. Every users can upload, views and share videos. 2nd search engine in Europe 4 milliards of videos watched around the world 800 millions of unique visitors per month
Pinterest Pinterest is a place where you can dream about, plan and organise all the things you like into boards. This platform is only about pictures. The concept: you pin pictures you like that you find online or upload them from your laptop. It is about building your history and your interests via pictures Key words: Interest, surprise, emotion, interaction
11 700 000 members worldwide 104 000 000 unique visitors p/month 2,3 milliards of viewed pages in March 2012
Pinterest drives sales
One of the most successful brand on Pinterest
Etsy has all its pins organized to give you tons of ideas. Giving customers new ideas for how they can use products Give them more reasons and incentives to buy.
153, 494 followers 45 boards 3,648 pins
roughly 3% of all Pinterest pins are of Etsy products
19% des cyberacheteurs ayant récemment acheté après avoir vu une image sur Pinterest ont passé leur commande sur Etsy.com
Top 10 Social Bookmarking Twitter: 250 000 000 - Est. Unique Monthly Visitors Alexa Rank 9
digg: 25 100 000 - Est. Unique Monthly Visitors Alexa Rank 139
StumbleUpon: 17 500 000 - Est. Unique Monthly Visitors Alexa Rank 112
reddit: 16 000 000 - Est. Unique Monthly Visitors Alexa Rank 115
Pinterest: 15 500 000 - Est. Unique Monthly Visitors Alexa Rank 109
Buzz Feed: 14 500 000 - Est. Unique Monthly Visitors Alexa Rank 632
delicious: 5 500 000 - Est. Unique Monthly Visitors Alexa Rank 342
tweetmeme: 4 500 000 - Est. Unique Monthly Visitors Alexa Rank 426
fark: 1 850 000 - Est. Unique Monthly Visitors Alexa Rank 2120
Path Path is a personal network where you conect with family ans close friends. By limiting you to 150 connections, Path is a trusted place to share your moments that matter with your closest people. Take pictures, videos and share it on Twitter, Tumblr, Foursquare Check in to places with friends, share thoughts and content
3 millions users
Instagram With 100 million users, Instagram is an application for smartphones to make and share gorgeous photos thanks to a range of filters. Transform every moments into works of art you will want to share.
On Facebook 300 million photos are uploaded p/day One new user every second One billion photos have been taken with the app Roughly 58 photos uploaded each second
Scoop.it/ Twylah
Scoop. It is a publishing platform. Scoop.it helps to find content from your favorite topics and creates your own online magazine
Tiffany part
5.5 million unique users per month
The growth is trending at 30-35% per month
Twylah is an automated twitter aggregator with the ability to set topics you wish to be renowned for. Each tweet is indexed by Google, ensuring better search.
About.Me Flavors
Burberry: the social enterprise
Twitter account: 1,249,170 followers Facebook: 13, 675, 686 fans Pinterest: 13 496 followers Instagram: 530 821 followers
Social Computing Guidelines Living IBM Values in the Digital World
Be who you are
Speak in the first person
Use a disclaimer
Respect your audience
Add value
Don't pick fights
Be the first to respond to your own mistakes.
Use your best judgment.
Don't forget your day job.
@delphinerb
200,000 +
370,000+
100,000+
25,000+
300,000+
Internal External
@delphinerb
IBM social footprint
•Blogs - 17,000 blogs
•SocialBlue – 70K members
•WikiCentral –1 million daily page views
•InnovationJam – 4 Jams, 500,000 participants
•Media Library – 14 million downloads
@delphinerb
Employee-generated brand interactions are growing exponentially
Social Business enablement program @delphinerb
Surfacing experts: On our own domains
Grow IBM’s digital eminence
@delphinerb
Surfacing experts: On third-party platforms (First ever Slideshare network)
@delphinerb
@TiffanyStJames
Essentials
Set objectives Have the right skilled people
Have the right tools Measure and optimise
@delphinerb
If you can’t….
@TiffanyStJames
Inform Inspire
Educate Engage
@delphinerb
Questions?
Delphine Remy-Boutang
+44 7720 414 493
+33 6 31 65 69 43
@delphineRB
@thesocialbureau
www.thesocialbureau.com
Tiffany St James
+44 870 444 1887
+44 7970 798804 @tiffanystjames
