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Social media forum - Gavin Heaton

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Social media forum - Gavin Heaton

  1. 1. Signs on the Road Ahead Gavin Heaton // ServantOfChaos.com © Copyright 2012
  2. 2. Four elements of social media User User User generated generated generated content filtering distribution User generated context Social Consumer © Copyright 2012
  3. 3. Which 3 signs will we look at?  Audience building  Curating influence  Layered experience  Anything else we can squeeze in! © Copyright 2012
  4. 4. What are these audiences doing? © Copyright 2012
  5. 5. “The Social Graph” -> We are what we tag ... • 100 million tags are added to Facebook photos each day • Each #hashtag tells us something about participants • Each piece of profile information reveals valuable data Self identifying Self locating Self forming http://www.flickr.com/photos/silvertje/484165708 © Copyright 2012
  6. 6. SocialBakers It’s one thing to have a Facebook page and have a few followers, but how many interactions are you getting? SocialBakers measures “people who talk about” your brand on Facebook. So who is doing well? © Copyright 2012
  7. 7. An average day on Facebook http://jess3.com/the-state-of-facebook-infographic/ © Copyright 2012
  8. 8. But “social” is not just Facebook © Copyright 2012
  9. 9. But is there a “Social Business”? The business of “social media” • $900 billion – 1.3 trillion in annual value • 1/3 share of consumer spending influenced by social shopping • 20-25% improvement in knowledge worker productivity “The Social Economy: Unlocking Value and Productivity Through Social Technologies” from the McKinsey Global Institute. © Copyright 2012
  10. 10. People have built powerful personal brands in ways that businesses are struggling to emulate © Copyright 2012
  11. 11. © Copyright 2012
  12. 12. The “4 BEs” Be Found Be Known Be Be Trusted Successful How do we ensure that our best sales leaders can Be Found, Be Known, Be Trusted and Be Successful? © Copyright 2012
  13. 13. Associations are built on trust … but have lost their way. © Copyright 2012
  14. 14. These people understand the way that the networks work But so too do associations © Copyright 2012
  15. 15. Traditional Social Awareness Search / Buzz / Blogs / Social TV Research / Reviews / Consideration SocNets / YouTube etc Group buy / online / Conversion mobile Loyalty Likes / Fans Personal Advocacy brand alignment Most importantly, individuals have re-cast the marketing funnel in a social mould © Copyright 2012
  16. 16. The trick is to use content to drive interaction at each station © Copyright 2012
  17. 17. Three Bs of Curated Content The three Bs of curated content:* Borrowed Borrowed - adjacent topics Bought - solution based content Built - case studies, testimonials * From cost-effective to expensive Curated Content Built Bought © Copyright 2012
  18. 18. Dig Your Well Before You Need Water Map audience Cultivate Harvest for Seed presence conversations impact Who Footprint Host Sourcing leads Where Content Engage Access to stakeholders What Value Ecosystem Influence Insight Feedback Associations are fundamentally better at doing this than almost any other organisation. But it requires focus, strategy and execution. © Copyright 2012
  19. 19. And mapping the sites and interactions against the behaviours of the audience © Copyright 2012
  20. 20. Our audiences are creating, sharing and distributing the stories of our brands © Copyright 2012
  21. 21. Advertising Standards to apply to user generated content (fans) on brand pages This throws the onus upon all companies to regulate all content that appears on a promotional Facebook site, including what is written by other Facebook users, to ensure it is in compliance with the Advertiser Code of Ethics. By extension, other social media website pages will be equally governed by this new approach. AusFoodNews -> http://bit.ly/RnJfdF http://122.99.94.111/cases/0272-12.pdf © Copyright 2012
  22. 22. Five Impacts of New Media 1. Experts coming under pressure from new voices are early adopters of new technology 2. New organisations emerge to deal with the social, cultural and political changes 3. There is a struggle to revise the social and legal norms – especially in regards to intellectual property 4. New forms of language come into being 5. Educators are pressured to prepare their students for the newly emerging world -- Elizabeth Eisenstein © Copyright 2012
  23. 23. Social networks amplify behaviour at scale! © Copyright 2012
  24. 24. Did/do you ...  Update Facebook or Twitter during the night or as soon as you wake?  Check social networks BEFORE getting out of bed?  Get your news from social networks before TV / news sites?  Update your status / respond while going to the bathroom?  Or having a meal?  During sex? © Copyright 2012
  25. 25. Are you amazed? You may not have done this ... But many of your customers, su ppliers, partn ers and employees have http://news.cnet.com/8301-27083_3-10469162- 247.html © Copyright 2012
  26. 26. Now, tell me ... How many of your organisations restrict access to social media? © Copyright 2012
  27. 27. ABS in 2008: Australians aged 15-64: -13.5 million (2008) - 16 million (2051) Proportion of total population aged 15-64: -68% in 2007 -57% in 2051 How will this impact your donor, endowment and volunteer pool? © Copyright 2012
  28. 28. Associations must also continuously re-invent and re-connect © Copyright 2012
  29. 29. We need to begin curating influence and managing influencers © Copyright 2012
  30. 30. The really big news is not the sites or the connections, but the Facebook Open Graph •Timeline •News Feed •Ticker Your Facebook experience across the web © Copyright 2012
  31. 31. It’s what Zuck calls “frictionless sharing” http://mashable.com/2012/02/15/future-of-sharing- facebook-twitter-google © Copyright 2012
  32. 32. © Copyright 2012
  33. 33. The web needs human filters and validators. It’s “social judgement” © Copyright 2012
  34. 34. It’s not one-to- many, it’s one-for- many. http://www.digitaltrends.com/social-media/flow-chart- how-news-of-osama-bin-ladens-death-spread-on- twitter/ © Copyright 2012
  35. 35. We need tools to help us find the people to help us ...  Listen  Create  Filter  Distribute  Contextualise  And ultimately engage with our “social stakeholders” © Copyright 2012
  36. 36. What we are talking about is a layered experience. © Copyright 2012
  37. 37. Social media is not just about sales or marketing (pick a place to start) Every organizational unit is being impacted by social SALES Sales or marketing is an obvious first step Social Selling for most enterprises. Aberdeen Group recently reported (June 2011) that 53% of COMMS retailers are pressured by increased HR Social Public Social consumer use of social media. Recruiting Relations But it’s not just about “listening” or Your monitoring, it’s about shadowing the Business constant shifts in intelligence  Gain customer customer affinity. COO CHANNEL  Identify new sales targets Social Social Customer Ecosystem  Develop closer relationships Service MARKETING  Shorten buying cycles Social Marketing  Grow your prospect base © Copyright 2012
  38. 38. Three Signs on the Road Ahead Gavin Heaton // ServantOfChaos.com © Copyright 2012

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