Axel SchultzeSocial Media Academy

Social Media – Where To Go?

From experiments to purpose driven business

• 2003 LinkedIn starting Beta

• 2004 Facebook goes live

• 2006 Twitter changes news distribution

• 2007 Demarkation between personal and business gets very blurry

• 2008 Obama‘s US presidential campaign

• 2009 Businesses promote their social presence

• 2010 Year of social media for business

The fear of being not mentioned takes over the fear of getting negative mentions

• 2011 Mid market gets to strategic cross functional engagement

• 2012 Integration of distribution channels

US versus EU

Social media engagement *• Wal-Mart $13B

• IBM $12B

• Cisco $8B

• Verizon $6B

• Pepsi Co $5B

• Walt Disney $4.4B

• UPS $3B

• Wells Fargo $2B

• Starbucks $.3B

• Southwest Airlines $178M

• Zappos (n/a)

No social media engagement *• General Motors -$30B

• Citi -$27B

• Ford -$14B

• Delta Airlines -$8.9B

• Macy’s -$4.8B

• Sprint -$2.7B

• US Airways -$2.2B

• OfficeMax -$1.6B

• Hertz -1.2B

• Wendy’s / Arby’s -$0.4B

• United Airlines (n/a)

Social Business vs. profitability

* = Based on sentiment analysis (social media monitoring).

Millions of recommendations drives billions in revenueThousands of ignored rants drive billions of losses

Democratization of Influenceon a global scale

Contributor

DA12social Preparation

• Focus: Business Relevance!• Strategy crowd sourcing

– A team of 30 strategists– Additional 250 contributor– Roughly 1,000 pages of research

• Identifying the 3 most important industries/country, perception on social media for business and opportunities to go after

DA12 Social Media Objective

• Objective: Job creationStimulate small and medium size businesses / start-ups leveraging social media to create a sustainable growth, additional jobs and being able to compete in a global market plus integrating public sector in the initiative.

DA 12 Social Strategy• Initial Focus:

Growth by Export• Helping the mid market to

expand across Europe leveraging Social Media

• Helping startups to gain attention across Europe

• Integrating the public sector in the very engagement

Fascino Group Guangzhou China

Results by 2013

• 100 Social Media strategists, 2+ in every EU country

• 5.000+ businesses and startups engaging

• Open competition for customer experience leadership

Thank You

http://XeeMe.com/AxelS