Date post: | 01-Nov-2014 |
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Business |
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Mark SooHooDirector of Digital, Middle [email protected]
#DIGICONF
BECOMING A SOCIAL BUSINESS
@MarkSooHoo
“I'm sorry that this was such a long letter, but I didn't have time to write you a short one.”
- Blaise Pascal
#DIGICONF @MarkSooHoo
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There is a content surplus @MarkSooHoo
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There is a content surplus @MarkSooHoo
85% of consumers use a second screen device while watching TV #DIGICONF
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There is a content surplus @MarkSooHoo
85% of consumers use a second screen device while watching TV #DIGICONF
“Arabic is the fastest growing language on Twitter...We have 400m tweets daily, with 17m of them in the Arabic language.” @Kavelicious
There is an attention deficit @MarkSooHoo
There is an attention deficit
90% of Facebook engagement happens within the first three hours of a post. 92% of retweets within 1st hour. #DIGICONF
@MarkSooHoo
PAID MEDIA
OWNEDMEDIA
EARNEDMEDIA
CUSTOMERS/ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
Consumer lives are unpredictable @MarkSooHoo
PAID MEDIA
OWNEDMEDIA
EARNEDMEDIA
CUSTOMERS/ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
Consumer lives are unpredictable
The social customer participates a variety of different ways; brands need to be omnipresent and engage with them @britopian #DIGICONF
@MarkSooHoo
Everyone is influential @MarkSooHoo
Everyone is influential
Consumers are 71% more likely to make a purchase based on social media referrals @Hubspot #DIGICONF
@MarkSooHoo
Business objectives remain constant @MarkSooHoo
Business objectives remain constant
The story of “Big Data” today isn’t about data. It’s about people. @MonteLutz #DIGICONF
@MarkSooHoo
“Organizations can’t have effective external conversations unless they can have effective internal conversations first” @Britopian #DIGICONF
“Organizations can’t have effective external conversations unless they can have effective internal conversations first” @Britopian #DIGICONF
Where does “social” start and end? @MarkSooHoo
Where does “social” start and end? @MarkSooHoo
Where does “social” start and end?
Social monitoring
Customer service
Technical
Communications
Community management
Government relations
@MarkSooHoo
Less of This
#DIGICONF @MarkSooHoo
More of This
#DIGICONF @MarkSooHoo
Listen Up
#DIGICONF @MarkSooHoo
Puppies...the answer is always puppies @MarkSooHoo
“People don’t do business with companies. People do business with people.” @SmarterPlanet #DIGICONF
Be Human
@MarkSooHoo#DIGICONF
Becoming a Media Company
#DIGICONF @MarkSooHoo
Becoming a Media Company
#DIGICONF
You don’t need to design ads that look like editorial content. Great content is your ad. @RichardWEdelman #DIGICONF
@MarkSooHoo
Content: They are content machines with an “always on” mentality.
Relevant: They are relevant to someone at every
moment in time.
Recent: They are recent and in many cases, real-time.
Omnipresent: Media companies own search and everything else.
Agile: Media companies move quickly when it comes to content creation/distribution.
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@MarkSooHoo#DIGICONF
A social business strategy helps evolve the thinking and preparedness of an organization bridging internal and external social initiatives resulting in collaborative connections, processes and shared value for all stakeholders (customers, partners, employees).“ ”
Social Business Strategy Is Required To Facilitate This Transformation
@MarkSooHoo#DIGICONF
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The Stakeholder Ecosystem ValueCreation Model
OPERA
TIONAL
EXCE
LLEN
CE
INTERNAL(employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK
COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION
COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT
PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY
SOCIAL BRA
ND
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@MarkSooHoo#DIGICONF
From @Britopian
Create Brand Superheroes(Internal, then external)
#DIGICONF @MarkSooHoo
PeopleProcessPlatforms
#DIGICONF @MarkSooHoo
Understanding The Social Brand VersusSocial Business
Community ManagementMarketing
Customer ServiceCommunications
EventsCampaignsAdvocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS(Internal)
RESULTS
TrainingProcess
CollaborationOrganization Models
Research & DevelopmentPolicies & GuidelinesKnowledge Sharing
Culture
Programs
Infrastructure
@armano created this
#DIGICONF @MarkSooHoo
Mark SooHooDirector of Digital, Middle [email protected]
#DIGICONF
BECOMING A SOCIAL BUSINESS
@MarkSooHoo