This presenations attemps to answer the question How does social media change business. The question i really tough - in this deck, you can find 5 direction that can be considered.

1. 5 WaysSocialMedia ChangedtheWayWeDo Business
Honza Páv, 20. 11. 2014
New York University in Prague

2. Let's start withdefinitionsSocialmedia vs. Socialnetworks
Are IM apps likeWhatsApp, Skype orViberregarded as SocialMedia?
SocialMedia
SocialNetworks
DiscussionForums
Photoand Video Sharing
Comments
Blogs
Reviews
Facebook
Twitter
Google+
Foursquare
Lide.cz
FinExpert
Omlazeni
Babinet
YouTube
Stream.cz
Flickr
Rajče.cz
Galerie.cz
iDnes.cz
Novinky.cz
Měšec.cz
Blogger
Medium.com
Wordpress
Blog.cz
Estranky.cz
Heureka
Eshopy
Scuk.cz
TripAdvisor
Hotels.com

3. Let's start withdefinitions"Doingbusiness" as sellingto people
•Itis not about marketing anymore–business model and other parts of business becamea marketing tool
•Scale –I try to look at the topic from both the small and big scale ofbusiness
•B2B issligthlydifferent, willbecoveredpartly

4. 1. SOCIAL MEDIA BROUGHT EFFICIENT TWO-WAY COMMUNICATION

5. Differences betweenmassand networkedmedia
Source: flatworldknowledge.com

6. Businesses are forcedto communicate
In thecontextofTwitter, source: marketingland.com

7. Businesses are forcedto communicate
In thecontextofTwitter, source: marketingland.com

8. Businessesare forcedto communicate
My thoughtwas:
„Theywon‘treplyon e-mail. On Facebook, theyhaveto“.

9. Businesses are forcedto communicate
In thecontextofTwitter, source: marketingland.com

10. Customer care is a differentiating factor
Source: orchard.co.uk

11. Everycompanyisa media companyCommunicationisnot a campaignanymore.
Hero, Hub, Hygieneframework

12. Everycompanyisa media companyStorytellingisaboutvision
source
Companiesthattellgreatstoriesusuallyhavestrongvisions.
Ifyouthinkyouhavenothingto say, start withthereasonwhyyou‘rein thebusiness

13. Is it reallyefficient? Orisita blackholewhereyoulostmoney?
Source:Superbwallpapers.com

14. Ifdone withouta strategy, youwillpropablyfail
Regardingstrategies, itcanbebuildfrombottomup by executinga vision and iterating. But youhaveto createyourstrategyFramework oneday…

15. 2. SOCIAL MEDIA CHANGED THE WAY PEOPLE DECIDE ABOUT PRODUCTS

16. Commoditizationand technology developementinfluence buyingdecisions

18. Brandscanreacton opportunities. Itismore thanjust showingads.
Buildinga relationshipin real-time

19. Fakereviews
Source: Lifehacker.com
Gartner Says By 2014, 10-15 Percent of Social Media Reviews to Be Fake, Paid for By Companies(Gartner.com)

20. Brandscananalyzethedata and betterunderstandcustomers‘ needs
Reporting & monitoring
Analysis& advancedvisualization

21. Brandscananalyzethedata and betterunderstandenvironmentand relationships
Source: honzapav.cz

22. 3. BUSINESSES, ESPECIALLYTHESMALL ONES HAVE NEWTOOLS

23. No free reachon Facebook anymore, but still…

24. Guesshowmany fansdoesthisPagehave?

25. Toolsforbusiness beforeand now
Before
After
Advertisingwassoooexpensive
Nowyoucanbuyadson Facebook etc.
Reachingnichesegmentswasalmostimpossiblebeforedata fromsocialmedia and geolocation
Withinseveralclicks, youcanset up a campaigntargetingvariousbehavioralorinterest-basedsegments
Websitecouldbedone onlybyprofessionals
Just useWordpressorSquarespace
Businessintelligencetoolswereonlyfromcorporateworld
Nowtheyare accessible(not cheap) withQlik, KlipfolioorGoodData
Many others: Google Analytics, Hootsuite, NodeXL, Open Refine, PHP, APIs, …

26. Thegrowingneedforskilledpeople
1.Beableto thinklong-term (strategically)
2.KnowProject Management (not tools, but principles)
3.Learnwriting(italsohelpsin thinking)
4.UnderstandExcel
5.Befamiliarwithgraphicdesign tools(Photoshop, Gimp)
6.Don‘ t beaffraidofcoding(HTML, CSS, PHP)

27. 4. SOCIAL MEDIA BROUGHT MORE DATA INTO BUSINESS

28. Thearchitectureofsocialmedia posts

29. „It‘sjust a metadata“
“It does not collect the content of any communication, nor do the records include names or locations. The NSA only collects the type of information found on a telephone bill: phone numbers of calls placed and received, the time of the calls and duration."

30. „It‘sjust a metadata“

31. SocialData are richsource ofknowledgeWealreadytalkedaboutanalysis…
Source: honzapav.cz

32. BenefitsforbusinessesSocialData in CRM systems
Source: stratablue.com

33. BenefitsforbusinessesTailor-made Services/ Content

34. BenefitsforbusinessesTailor-made Services/ Content

35. Much betteradvertising: Allowingsegmentingand remarketing
Women25 –45, 2+ childrenathousehold
OR
Mothersinterestedin childcare and commonChildren‘scerealbuyersimilarto peoplewhobuycerealson ourwebsite

36. Much betteradvertising: Allowingsegmentingand remarketing

37. 5. SOCIAL MEDIA ARE CHANGING THE WAY ADVERTISINGBUSINESS WORKS

38. Do youknowSocialbakers? TheyexistbecauseofSocialMedia.

39. Do youknowOgilvy? Theyneedto changeand evolvetheirservices.

40. Do youknowO2? Theyevolveinternallyto facilitatethebenefitsofSocialMedia.

41. Do youknowLovebrand? Theyneedto explainwhatistherole ofSocialMedia in brandstrategiesforSMB‘s, not just sellingadsorSEO.

42. FINALLY… SEVERALTAKE-AWAYS

43. Knowingprinciplesand benefitsofSocialMedia bringisa must, knowing all features facebook has isnot.

44. Allmedia are convergingwith„social“ elements. Itisanevolvedenvironment, not a tool.
SocialMedia
SocialNetworks
DiscussionForums
Photoand Video Sharing
Comments
Blogs
Reviews
Facebook
Twitter
Google+
Foursquare
Lide.cz
FinExpert
Omlazeni
Babinet
YouTube
Stream.cz
Flickr
Rajče.cz
Galerie.cz
iDnes.cz
Novinky.cz
Měšec.cz
Blogger
Medium.com
Wordpress
Blog.cz
Estranky.cz
Heureka
Eshopy
Scuk.cz
TripAdvisor
Hotels.com

45. Pleaseaskquestions! Orfollow-up atmy email addresshonza@lovebrand.czoron Twitterhandle @honzapav.
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