1. Social Media
Future proof interaction
June 2012

2. Setting the Scene
• Digitisation of businesses
– “Using technology to enhance business processes”
• Social media
– “Social media applications are internet-powered
platforms that make it easy for people &
organisations to interact with each other across a
wide variety of social activities”

4. Business uses of social media
Marketing 57%
Internal collaboration & learning 39%
Customer service 29%
Sales 25%
HR 21%
Strategy 16%
R&D 14%
Other 31%

5. Usage drivers
• Technological advancement of the web
– Web 2.0 to Web 3.0
– HTML 5
• Proliferation of feature & smart-phones
• Lower broadband costs
• Increased collaboration & co-creation
• Lower inbound marketing costs

7. What TO
do?

8. 4P’s to 6C’s: to define the client relationship
Culture
Credibility Collaboration
client
CRM Content
Communication
&
Conversation

9. Digital Ecosystem – Picture of Success
1 Public Web Site 2 Blog 3 Image Gallery 4 Print & Multi-Media
Publish Content
5 Mobile
6 Twitter 7 Linked In 8 Industry Stakeholders
Listen & Engage

10. Twitter
• 140 character micro blogging site
– manage conversations either publicly or privately.
• Share and discuss information
It is an excellent tool to do proactive reputation
management and tracking
• Ask for feedback
• Monitor mentions, replies and direct
messages

11. Network effect
Followers Impressions Impressions Klout Followers Impressions Impressions Klout
(5 Followers) (5 Followers) (5 Followers) (5 Followers)
@mayaonmoney 1 906 9 530 47 650 38 @MichaelJordaan 15 343 76 715 383 575 59
@2oceansvibe 18 720 93 600 468 000 58 @DJFreshSA 213 441 1 067 205 5 336 025 73
@spimasterclass 191 955 4 775 34 @craigieboydbn 622 3 110 15 550 31
Total network
reach 20 817 104 085 520 425 @spimasterclass 191 955 4 775 34
Total network
reach 229 597 1 147 985 5 739 925

12. US Twitter users haver HIGHER
INCOMES than general population
23%
Monthly Twitter users 18+
20% 20%
Total Population 18+ 17%
15%
14%
13%
11%
10%
8%
>$100k $75k - $100k $50k - $75k $25k - $50k Under $25k

13. Twitter plays an ACTIVE role in
purchasing decisions
Learn about
products/services
42%
Provide opinions about
products/services
41%
Ask for opinions about
products/services
31%
Look for discounts/sales 28% “I use
Twitter
Purchase to..””
products/services
21%
Seek customer support 19%

14. US Twitter users are MORE EDUCATED
than the general population
33%
Monthly Twitter users 18+ 30%
Total Population 18+
23% 23%
19%
17% 16%
13% 12%
8%
Advanced Some Graduate 4-yr College 1-3 Yrs of High School/less
Degree Credits College

15. 79% of US Twitter users are more likely
to recommend brands they follow
Not sure, 6%
No, 15%
Yes,
for a few brands,
Yes,
56%
for a many
brands, 23%

16. Parting comments

17. 10 Commandments
• Focus on people not tech
• Build conversations, not campaigns
• Content is an enabler
• Add value
• Listen
• Spread the word
• Be prepared (Alert, Assess, Act)
• Measure progress
• Continual optimisation
• Be in it for the long term (relationships take time to
build)

18. Set
objectives
Rinse Monitor
& repeat conversations
Test
& learn
8 Understand
motivations
Steps to
success
Strategise Identify how to
approach add value
Select
platforms

19. Social Media
Future proof interaction

20. marlin.sylvester@gmail.com
@marlinecas
Marlin Africa-Sylvester
marlin.africa-sylvester

21. Sources
• http://wearesocial.sg/Monitor conversations
• Chantel Botha (chantel.botha@sanlam.com)
• http://HubSpot.com/