David Rozman | BledCom 4.7.2014

Social Media as Social Capital

David Rozman Head of Digital Department at Si.mobil linkedin.com/in/davidrozman

Si.mobil, Slovenian mobile operator

680.000 customers

second largest market share

best brand character

a fun place to work

100.000 followers on social media

600 questions monthly from Facebook & Twitter 30 minutes is our average response time

10 agents qualified for social media support

We learned some things the hard way

Social media can be challengingIt‘s an earned media where customer's have took ownership of the conversation & expect fast response time to their questions

What is the value of social media for business?

Crowdsourcingempowering social media users for work of regular employees

ideassupport promotion

1

GifGaf

The mobile network run by you

100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members.

This approach has led giffgaff to earn 70% Net Promoter score and 91% customer satisfaction r.

Source: Giffgaff case studyusing community to build an entirely new kind of company

Social CRMbuild relationships with social media users

to turn them into brand advocates

2

Use social media to utilize personal influencea most powerful type of communication with more influence on public opinion than mass media

Two-step flow of communication theorymost people form their opinions under the influence of opinion leaders who in turn are influenced by the media

Source: Lazarsfeld, Paul, Bernard Berelson in Hazel Gaudet. 1944. The people's choice: how the voter makes up his mind in a presidential campaign. New York: Columbia University Press.

How?build relationships with social media users

to turn them into brand advocates

target areactive users on your SM

if

target are opinion leaders across SM

know their social capital

monitor their

engagement

Social CRM

and then build a managed relationship with themgive them recognition and make them aware of their contribution

How?build relationships with social media users

to turn them into brand advocates

target areactive users on your SM

if

target are opinion leaders across SM

know their social capital

monitor their

engagement

Social CRM

Who we are in social structure is determined by 4 types of capital we have and can obtain

Source: Bourdieu, Pierre (1986), ‘The Forms of Capital’, in Richardson, John G., ed., Handbook of Theory and Research for the Sociology of Education, New York: Greenwood.

economic cultural symbolic social

With Social Media, Social Capital became instantly measurable

NEW

Scores of Social Capital are catalysts for personal influence

I get free upgrades because of my influence on social media

Economic Capital

build relationships with social media usersto turn them into brand advocates

Social Capital

Thank you