SOCIAL MEDIA 2.0 GETTING OLDER AND (HOPEFULLY) WISER Copenhagen / 13.03.2014 / @JonathanWich and @EdMajor1

IS SOCIAL MEDIA DYING? And why I can’t remember anything you said...

No, but it’s broken. And it’s our own fault. •  Condescending like-bait and embarrassing attempts at relevancy. •  Executives wanted immediate results. And we didn’t push back.

Entering the stage of commodification •  Companies (500k+) only reach 2% of their fan base organically. Soon it will be zero. •  Community management and testing a thing of the past?

Commodification: is the transformation of goods and services, as well as ideas or other entities that normally may not be considered goods, into a commodity.

Where are we now? •  Are we back in the commercialized, big business media landscape of the 90’s where we

are all consumers (and nothing more)? •  In part, “yes”, because companies have realized that it’s where the users are – and that

the ROI is better here. •  So money and commercial messaging is speeding up. •  Luckily, some companies (still too few) have realized that they need to focus on

nurturing long-term relationships through on-going relevance.

Say goodbye to the gunslingers!

Say goodbye to the gunslingers!

•  From disconnected “conquer the world” attitudes and usage (The Wild West) to sober, informed (data-driven) usage.

•  In the near future: Better understanding of and focus on holistic business value from the outset. •  In the near future II: Better understanding of the audiences, their interests, problems and context. •  In the near future III: Email marketing revisited. •  Does it mean we move beyond the testing? No, you should always be testing.

The media landscape has been democratized. It has been

turned upside-down. And that won’t change.

Some things cannot be undone

Content marketing (again and again) •  Content marketing – one of the

buzzwords this year – has turned out to be the most efficient form of advertising on the social web.

•  Companies are becoming publishers. •  Companies are hiring brand journalists

and creative content creators. •  Focus is on engaging fans and followers

in your content to stay top-of-mind. •  And we’re being met by more and more

marketing messages (3000 per day).

I can’t remember anything you said •  People are getting fed up •  They can’t remember the content

and they don’t care •  Not enough relevance •  Not enough authenticity

OOOOOOXOOO

OIIOIOIOOIIOIO

You are not a publisher •  Studies show that the best way to invest your time is in the community, interacting with

individual users. •  In that sense, companies are not publishers. •  Yes, they publish. But it’s not the end goal and a reason why. •  The end goal is to interact with users to learn from them, to improve brand perception and

to create lasting relationships.

Any questions?

ENABLING SOCIAL FROM WITHIN How to go about it and why you shouldn’t be afraid.

Support the business goals •  Realize what social can do. •  And that you don’t know it all. •  ROI only on a case-level (and to help optimize).

Social is cross functional •  Social belongs to the company, not a single department (stop fighting about it!) •  How to become a social business? •  One step at a time (and don’t start with Marketing) •  Acceptance, alignment and buy-in. •  Social is a potential silo breaker.

Mkt

Comms HR

Ops R&D / BI

Social technologies

Sales

IT CS

Execs

It’s not dangerous. It’s educational. •  Hire the right people. •  Trust them

(management by exception).

•  Learning by doing. •  Make sure you make

mistakes (sic!). •  Remember: You should

always be testing.

You need your colleagues (now more than ever) •  Most important people to engage? •  Reach out •  Get the organization on board •  Empower the employees (your best brand advocates) •  Identify hidden influencers

Any questions?

KEY AREAS WHEN SCALING THE EFFORTS From engagement to bottom-line value.

Get a content infrastructure up and running

Content

Dedicated staff Internal copywriters, journalists,

campaign managers, videographers etc.

Voluntary staff From all functions – contributing

with blog posts, photos, video etc.

External voluntary professionals Journalists, bloggers etc. publishing on

own site or doing guest posts

External hired professionals Agencies or freelance content

producers hired by the company

Engaged fans and followers All sorts of stakeholders – e.g. photos via

Instagram or retweetable tweets

•  From listening comes understanding customers and improving products and services. •  Listening an integral part of social for most experienced corporations, especially in ”low

engagement” industries. •  Many ways to listen, depending on what you want to achieve, e.g. R&D, CSAT, competition,

influencers etc. •  Dell is the absolute frontrunner in this field.

Social listening

Social Media Customer Service •  Efficiency gains: When 2 become 1 •  Access and empowerment •  Crisis management

Live FAQ §  Host social CS on your website. §  Merging community and FAQ into one. §  Gives call-deflection, improved CSAT,

transparency, employees are empowered and visible, hosting the conversation, rewarding ambassadors and supporting ”audience”.

Social Selling •  The sales funnel has changed •  Empower your sales reps to become thought leaders •  Value-based selling •  Getting in early: Teaching where the customers are learning

The average purchase decision is 57% complete, and more than 10 information sources have been consulted, by the time a supplier is engaged.

Learn Define Needs Access Options Make Decision

Source: CEB, 2012

Social Recruitment •  The challenge: “The good people are hired by your

competitors, and you cannot offer them a better salary.” •  Employer branding •  Storytelling, not job posting •  Facebook + Twitter + Blog + LinkedIn

Internal social collaboration •  McKinsey sees a 20-25%

productivity gain for knowledge workers

•  Internal collaboration platforms like Chatter, Jive, Podio help organizations get rid of the time wasted on emails and meetings

•  Inspire – not “provide and pray”, nor “provide and pressure”.

•  It’s all about having “The compelling purpose”

From CRM to Audience •  Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and

employees. •  Improve Sales and Service while reducing your media spend. •  A new role is about to arrive: Audience Development Manager.

DM

Social Web

TV

CRM

Audience

The collaborative economy •  Airbnb, Loft, Uber, TaskRabbit, Kickstarter etc. •  Built on social technologies •  “What role do companies play, if people get

what they need from each other?” •  Sharing is the new buying: 25% are already

doing it, an estimated 50% will be doing it over the next year.

Any questions?