The Importance of Social Business Paradigm Shift and Best Practice
•Download as PPTX, PDF•
1 like•940 views
This document provides an overview of social business and best practices. It discusses the paradigm shift from traditional marketing to social business approaches. Key aspects include moving from one-way communication to engagement and conversations. It highlights the importance of social media integration and having a clear social business strategy. Various social media tools like Twitter, Facebook, blogs and Google+ are examined. Metrics for measuring social media success and ROI are also covered. A case study of Goodness Superfoods demonstrates how shifting to more social approaches helped increase engagement and traffic. The presentation emphasizes listening to customers and responding through social platforms.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to The Importance of Social Business Paradigm Shift and Best Practice
Similar to The Importance of Social Business Paradigm Shift and Best Practice (20)
Recently uploaded
Recently uploaded (20)
The Importance of Social Business Paradigm Shift and Best Practice
- 5. Social Business Best Practice
- 7. Twitter
- 9. Blogs
- 12. The relative importance of BOE OWNED BOUGHT EARNED
- 13. Nielsen Study agrees Earned Twitter Owned BOUGHT Forums Facebook Blogs
- 14. Please farewell the funnel CONSIDER MANY BRANDS FEWER BRANDS FINAL CHOICE BUY
- 15. … and welcome the Loyalty Loop CONSIDER EVALUATE SOCIAL BUSINESS THE LOYALTY LOOP BOND ENJOY ADVOCATE BUY EVALUATION& ADVOCACY MORE VITAL ENROUTE & AFTER PURCHASE Source ; Mckinsey global digital marketing strategy practice 2010
- 16. The Thinking behind media needs to shift Acting then measuring needs to be replaced with listening then responding www.gapingvoid.com
- 19. Social Business Best Practice
- 21. Twitter
- 23. Blogs
- 26. Social Business Approach BRAND ENGAGING AUDIENCE LONG TERM CONVERSATION
- 27. Current State of Social in Australia 48% have no presence in the space Only 42% of Australian organisations are embracing social media Only 16% of respondents feel it is important to have a clearly defining a social media strategy Only 14% consider allocating dedicated staff and measuring social media engagement as important Only 2% find dedicating funding a priority Source KMPG 2011 Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
- 28. Traditional marketing is coming to an end “Transmitting messages is insufficient. You are going to have to work out how to drive participation. You are going to have to bring marketing a lot closer to IT and start building platforms which your customers can participate.” Source: http://www.production.bandt.com.au/news/comm-bank-names-new-ceo
- 29. Social Media 2011 It is time to join the conversation... http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011
- 30. Benefits of getting it right More focused use of resources Real time consumer insight 24/7 audience connection Demonstrate brand leadership Facebook Fans Positive Sentiment Twitter Followers Improved customer service Site traffic Platform for new initiatives More time spent with brand Improved Search - organic Google juice Sustainable competitive advantage Become the category – free media and PR value
- 31. Recent US figures agree
- 32. Case Study: VW
- 34. 40% listen to radio while online
- 35. 10% use TV and radio simultaneouslySource: Nielsen Australian Online Consumer Report 2010
- 38. Social Business Best Practice
- 40. Twitter
- 42. Blogs
- 45. The single biggest challenge http://magicofteams.wordpress.com/2010/12/02/silos-firm-they-stand/
- 46. Social Business Best Practice Inevitable Shift CLOSED Silos, separate and information hoarding COLLABORATIVE Freely sharing information and knowledge internally OPEN Connecting internal and external communities for mutual gain CLOSED Silos, separate and information hoarding COLLABORATIVE Freely sharing information and knowledge internally OPEN CULTURE Connecting internal and external communities for mutual gain
- 47. Social Business has a knock on effect
- 48. Top 5 Tips Invest in a strategy: it is not about the tools but how you use them Invest in resources: social media is not free unless your time is free Listen and learn: the more you know about your audience the better Don’t be socially inept and force conversations about your brand Building a community is not a campaign; build a community to help your campaign
- 51. Social Business Best Practice
- 53. Twitter
- 55. Blogs
- 59. Twitter Real-time public micro-blogging in 140 characters
- 60. Twitter 1.1m Australian users 100m + global users 200 m tweets/ day globally
- 61. Twitter can be confusing @ # RT
- 62. # campaigns ‘@’- is how you communicate with each other.
- 63. # campaigns ‘#Hashtagging’ Is how you start a conversation around a certain topic
- 64. RT-ing ‘RT’ – Re-tweeting is when you pass on another person’s tweet throughout your network.
- 65. All at once! Then sometimes you get all aspects in a single Tweet!!!
- 66. Update customers about new product Dell: computers and laptops
- 67. Offer customer support + gain insights Telstra: Telco
- 68. Build relationships with customers Ben & Jerry: ice cream
- 69. Promote the brand’s personality + products Census: Government
- 70. Track emerging trends and conversations
- 71. Twitter’s core benefits Building relationships customers and business partners Sharing information compelling news and content Real-time insight market intelligence, feedback and customer service
- 72. Most popular social network globally
- 73. Global Statistics No. of Facebook Pages 1,500,000+ (active) Average value per fan $136.68 No. of Facebook users 750,000,000+ If Facebook were a country… it would be the 3rd most populated in the world No. of users who Like things daily 65,000,000 No. of Facebook apps 850,000+ 70% of users engage with apps each month http://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
- 74. Facebook “Likes” The Like button is clicked 91m times/month (brand pages) 50% of all the people on Facebook have clicked the "Like" button on a brand page in the last 30 days. 1 Like on Facebook equals 20 more visits to your website The average “liker” has 2.4x more friends that the typical user more connected
- 75. Facebook in Australia FEMALE MALE 10.4m users = 49% of the population = 61% of the online population Australian Facebook use and penetration is one of the highest in the world Facebook represents 1 in every 5 web pages Australians view 6.6m Australians check Facebook daily (1/3 of the population!) http://www.checkfacebook.com/ http://thesocialskinny.com/australians_and_the_internet/ http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
- 76. Top Australian/NZ Facebook pages # Fans Source: www.famecount.com Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans
- 77. Australian brands with high engagement Source: Sysomos, last 30 days 17/08/- 15/08/2011 based on likes and comments/ total number of fans
- 79. Tips on how to support the anti- racing charities Passionate Community: Engagement based on Likes & Comments: 129%
- 80. Mazda Australia Facebook page Content: News Customer Service Passionate Community: Engagement based on Likes & Comments: 14.6%
- 81. Goodness Superfoods Facebook page Content: Tips and Tricks Customer Service Nutrition News Engaged Community: Engagement based on Likes & Comments: 13.8%
- 82. Typo Facebook page Content: Fun posts Customer Service Passionate Community: Engagement based on Likes & Comments: 10.6%
- 83. Domayne Facebook page Content: Like it? Win it! Competition Customer Service Engaged Community: Engagement based on Likes & Comments: 6%
- 84. Small Business: Alpha 60 Facebook page Content: Mainly the new collection Customer Service Passionate Community: Engagement based on Likes & Comments: 4.9%
- 85. St Edmonds Facebook page Content: Mainly the weekly changing menu Reservations service Passionate Community: Engagement based on Likes & Comments: 3.7%
- 86. SAP Facebook page Content: Education News Engaged Community: Engagement based on Likes & Comments: 3.7%
- 87. Open Universities Facebook page Content: Tips and Tricks Help Service Asking questions Engaged Community: Engagement based on Likes & Comments: 3.4%
- 88. Census 2011 Facebook page Content: Community News Great sense of humour Engaged Community: Engagement based on Likes & Comments: 1%
- 90. The other social network: Google+ Users own their own information (unlike Facebook) Brands are not allowed on Google+ yet No advertising (yet) on Google+ Function to integrate LinkedIn, Twitter and Facebook personas into Google+
- 93. Share content directly to circles on Google+ network
- 94. +1s from among one’s circle will show up next to search results
- 96. Blogs are highly influential 90% pass on blog information to family and friends 92% have used a search engine to find out more about a brand after reading about it on a blog post http://bloghub.com.au/492/2011-07-16/blogs-influence-purchase-decisions-nuffnang-survey
- 98. More frequent updates to content better page ranking
- 100. Popular Company Blogs https://blog.facebook.com http://ebayinkblog.com http://www.bbc.co.uk/blogs/theeditors http://fastlane.gmblogs.com http://www.thecleanestline.com http://mystarbucksidea.force.com http://brandflakesforbreakfast.com http://blog.twitter.com http://blogs.hbr.org/ http://blog.wholefoodsmarket.com http://www.simplyzesty.com/
- 101. Summary of tools http://www.mediabistro.com/alltwitter/what-type-of-communication-is-twitter-best-for-infographic_b11475
- 103. The Paradigm Shift
- 104. Social Business Best Practice
- 106. Twitter
- 107. Facebook and Google+
- 108. Blogs
- 111. ROI of Social Business
- 113. Clearly define your objectives http://www.digitalbuzzblog.com/infographic-social-media-roi-statistics/
- 114. What should you measure? How many people are listening to you? What content do they like and share? What is the sentiment in the community? Who are your top fan and followers? Do consumers respond to your content? What is the best time to publish content? What are your competitors doing?
- 115. Popular Free Tools for Measurement Twitter Advanced Search
- 116. Sample Report: Activity Overview
- 117. Demographics
- 118. Sentiment
- 119. Top 5 key take outs: SOCIAL IS NOT GOING AWAY- IT IS BECOMING MORE AND MORE IMPORTANT INTEGRATION IS IMPORTANT AND SOCIAL BUSINESS HAS A KNOCK ON EFFECT A SOUND STRATEGY AND RESOURCES ARE KEY IT IS NOT ABOUT THE TOOLS BUT HOW YOU USE THEM WHEN MEASURING SUCCESS (ROI) CONSISTENCY IS KEY
- 121. The Paradigm Shift
- 122. Social Business Best Practice
- 124. Twitter
- 125. Facebook and Google+
- 126. Blogs
- 129. Objective: Build a community FROM TO MONOLOGUE DIALOGUE WEB-BASED MARKETING TOOL “STATIC” WEBSITE SPECIALIST/REMEDY MASS APPEAL CSIRO/BARLEY MAX SOCIALLY POSITIVE
- 130. Shift from Monologue to Dialogue 275 Fans 626Readers/Day 455 Followers 75- 100 “Interactions” per month
- 131. Shift from static site to blog
- 132. Shift from specialist to mass appeal TRAFFIC HAS INCREASED BY 4296%
- 133. Shift from CSIRO to socially positive
- 134. The results… Time spent on blog 3 min 5 min Feb 11 Jul 11
- 135. Goodness Superfoods’ Strategy Approach: www.intersectionconsulting.com/blog
- 136. So, at what stage is your business? Social Business Strategy isn’t just for Christmas “WE’VE MADE A START” “WE GET IT!” “WE ARE NOWHERE” We have a community manager who regularly engages with our growing community. We’re not sure where to start or whether we need to. We have Facebook and Twitter but no one wants to be our friend or talk to us 80%-90% of brands
- 137. Where do you begin? INTERNAL SYSOMOS EXTERNAL LISTEN & LEARN SOCIAL SEARCH MEASURE INDUSTRY BEST PRACTICE KEY SBS INGREDIENTS BESPOKE SOCIAL MEDIA TRAINING SBS RECOMMENDATION IMPLEMENT MANAGE CONTENT PLAN AND PRODUCTION DESIGN COMMUNITY MANAGER SBS= Social Business Strategy
- 138. THANK YOU!
Editor's Notes
- MASSIVE RATIONAL SUPERIORITYWE HAVE THE MOSTIT JUST WORKS
- BLOCK THAT METAPHORCONSUMERS TAKE A MORE ITERATIVE THAN REDUCTIVE JOURNEYTOUCHPOINTS HAVE CHANGEDTHE OLD WAY OF MARKETING IS UNSUSTAINABLE
- http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011www.gapingvoid.comMove from 360 degree marketing, toward 365 days a year marketing.
- Source: KMPG report in B&T article: http://www.bandt.com.au/news/australian-businesses-lag-in-social-media-game
- http://www.slideshare.net/jessedee/100-bullet-points-from-canneslions-2011
- From an eMarketing survey of US marketing execs what they felt were the main benefits of marketing through social media
- Most companies are stuck in silos. However, social business is a dynamic eco- system of solutions and ideas that thrives on collaboration.
- You must be able to deliver the right message, at the right time, through the right channel. Therefore, if your organization resolves to become a social enterprise, you must also make some strategic organizational and structural changes that will allow you to integrate disparate data sources across every channel, departments and country. You need to established ways to communicate across departments, monitor social conversations efficiently, and quickly distribute insight to the right parts of the company.
- Social media isn’t a box to be ticked or a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service, the entire company. It’s about realizing that consumers are running the biggest recommendation service in the world and that, as has been tiresomely often repeated, they define the brand (no, this is not new; yes, this is becoming more obvious and important by the day). All thinking about product, customers and communications, needs to take this into account — it cannot sit in a silo.
- Ning = platform for creating social websites
- http://www.iconshock.com/halloween-social-icons/
- Stats from Comscore and blog.twitter.com
- Provides exclusive content for Twitter followers, giving people an incentive to follow the brand.
- Jetblue also provides the customer support employee’s name currently on duty.
- Replying to customers’ tweets and retweeting what they have said about your brand makes them feel special & gives your brand a human side that people want to bond with
- Twitter offers a new channel and outlet for your brand’s personality and humanityTweeting ‘sharable’ content can spread retweets by your followers to help you gain more followers and awareness.Use hashtags to show personality and also create/ join conversations
- Use Twitter searches for trends, hashtags, most shared links and join the conversation – this gives your brand greater awareness and shows that you aren’t just about the hardsell but about talking with people as well
- http://thenextweb.com/twitter/2011/08/18/twitter-users-are-more-likely-to-impact-your-brand-than-any-other-social-network/ Twitter users are more likely to impact your brand than other social networks because most users have their own personal agenda to gain an audience and want to influence others. Those active daily on Twitter are more likely to make blog posts, comment on blogs, write product reviews, and post videos online – what it means is that what happens on Twitter doesn’t stay on Twitter. Discussions that begin on the platform are more likely to appear elsewhere
- Average value of a fan calculated from asking how much fans of a particular brand spent in a year compared to non-fans - $136 value varies depending on how active a given fan isThe economics of the ecosystem (Facebook) slidehttp://www.allfacebook.com/almost-65-million-facebook-users-like-things-daily-2010-07
- http://www.emarketer.com/Article.aspx?R=1008444 http://www.rohitbhargava.com/2011/07/the-marketing-truth-which-surprised-mark-zuckerberg.html http://www.facebook.com/note.php?note_id=150630338305797
- http://www.checkfacebook.com/http://thesocialskinny.com/australians_and_the_internet/http://www.socialmedianews.com.au/wp-content/uploads/2011/07/facebook-australia-infograph-july-2011.gif
- Source: Famecount.com
- NFP
- Automotive
- Food/bev
- Home furnishings
- Retail/small biz
- Small biz
- Education
- d
- Facebook is following suit however with Facebook
- Introduced in March, the +1 sharing button debuted with little incentive for web surfers to click on it. If you +1-ed a story on a website that embedded the button, your profile picture would display next to the URL when a friend of yours ran a search with results that included that URL.Google will study the clicks on +1 buttons as a signal that influences the ranking and appearance of websites in search results,The purpose of any ranking signal is to improve overall search quality. For +1's and other social ranking signals, as with any new ranking signal, we'll be starting carefully and learning how those signals are related to quality
- http://www.flickr.com/photos/inju/278659657/sizes/o/in/photostream/
- Nuffnang Australia Survey 2011, 594 respondents
- What tool suits your business and your objectives?
- Facebook is a step by step process in building engagement. Many give up when they don’t see the desired result immediately such as increase in sales. But patience pays off on Facebook and after building interest, trust and engagement, traffic and sales follow easily.http://weblogs.hitwise.com/robin-goad/2011/06/1_facebook_fan_20_additional_v.html
- We have heard many times that social media cannot be measured but it is quite the contrary. It is highly accountable and can be measured a lot better than traditional media. For example: A magazine will tell you that it prints 1m copies and has 500k subscribers. How do you know how many actually read the magazine though? And how do you know what articles they exactly read? If you had a blog however, you know the answers to all those questions... Image source:http://shuaism.com/2009/10/the-final-word-on-social-media-roi/
- Traffic to site, reactions to articles (tweets, retweets, likes, +1 etc), time spent on site, most popular content, sentiment, who mentions your brand on Facebook the most, how writes on your brand fan page the most, what are your competitors doing, etc.Often social media metrics are sales, Awareness, Lead Generation, Loyalty etc. which are takes time to build with social media but not impossible Image source: http://www.mediabistro.com/mediajobsdaily/office-gossip-aint-all-that-bad_b1671
- Image source: shutterstock.com. 58614856
- www.intersectionconsulting.com/blog