Introduction to using social media

Transcription

1 Introduction to using social media M&A International Inc. Fall Conference Istanbul 7 9 October 2010 Melanie Berthelot-Verhaeghe

2 Agenda What is social media? Should we care? What is out there? Is this stuff catching on? Is it important? Are our competitors out there? What about M&A International Inc.? Social Media Strategy Growth Model First Step = Listen Next Steps = Connect Create Engage Discussion

3 What is social media? Definition, according to Wikipedia Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many)... It supports the democratization of knowledge and information, transforming people from content consumers into content producers. 2

4 What is social media? In MAI language? Online coffee break where we listen to fellow professionals, interact with them and build relationships. 3

5 What is social media? Traditional Marketing (outbound) versus Social Marketing (inbound) Traditional Marketing (outbound) Tv, telephone, radio, letter, newspaper, etc 4

6 What is social media? New marketing (inbound) LinkedIn, twitter, blog, facebook, YouTube, etc The difference between long existing companies and new ones

7 Should we care? 28,7% of the world population uses internet 58,4% in Europe & 77,4% in North America Source: 6

8 Should we care? 2/3 of the global internet population visit social media networks Visiting social sites is the 4 th most popular online activity ahead of Source: Nielsen, Global Faces & Networked Places, 2009

9 What is out there? Social Networks Definition according to Wikipedia A social network is a social structure made up of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, dislike, or relationships of beliefs, knowledge or prestige. How do they work? Members of these sites maintain profiles, create groups, connect with each other, and interact. 8

10 What is out there? LinkedIn Relationships Matter Definition according to Wikipedia LinkedIn is a business-oriented social networking site, mainly used for professional networking. How does it work? create a profile make connections interact use your network 9

11 What is out there? facebook Definition Facebook is a social networking site (originally developed for university use) more situated in the private leisure sphere that connects people with friends. How does it work? create a profile search for friends & connect communicate join and create interest groups create a company profile 10

12 What is out there? Other social networking sites Myspace Myspace is a social networking site with a focus on music. XING, orkut, netlog, QQ, NING, etc 11

13 What is out there? Media Sharing & Streaming Flickr Photo Sharing Definition according to Wikipedia Flickr is an image hosting and video hosting website, web services suite, and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media. visual story telling platform 12

14 What is out there? YouTube broadcast yourself Definition YouTube is a video-sharing website on which users can upload, share, and view videos. slideshare Definition Slideshare is considered to be similar to YouTube, but for sharing slideshows in PowerPoint & PDF. You can add key words and tags to help people find your presentation. Multi-media story telling platform 13

15 What is out there? Scribd Definition Scribd is very similar to slideshare but also offers the option to share excel and word files. 14

16 What is out there? Blogs Definition A blog is a personal (or group) journal of entries (posts) containing written thoughts, links and often pictures. Blogs enable visitors to include their own comments on what has been written and posted. Tools for starting a blog: blogger, blogspot, Wordpress, TypePad, Tools to find blogs: Technorati, Google Blog Search, 15

17 What is out there? Twitter Definition Micro-blogging tool, also often called public SMS, allowing you to share and discover what is happening right now, anywhere in the world. The messages, called tweets are text-based posts of up to 140 characters. How does it work? create an account and profile follow people start to tweet Some twitter tools: 16

18 What is out there? Wikis Definition Wikis are a free online back office tool which can be used to share content, allow others to edit, etc. Wikipedia The Free Encyclopedia Definition Wikipedia is an online encyclopedia created and maintained by volunteer editors. Anyone can add, edit or (ask to) delete articles. 17

19 What is out there? Social Bookmarking Definition according to Wikipedia Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them. 18

20 What is out there? Del.icio.us Definition Delicious is a social bookmarking service, enabling the saving of all your bookmarks online, share them with other people, and see what other people are bookmarking. It also shows you the most popular bookmarks being saved right now across many areas of interest. Digg Definition Digg is a social news website. Its function consists of letting people vote news stories up or down, called digging and burying, respectively. Many stories get submitted every day, but only the most Dugg stories appear on the front page. 19

21 Is this stuff catching on? after all humans are social by nature 20

22 more than registered LinkedIn users spanning more than 200 countries 21

23 active Facebook users 22

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25 4 billion images on Flick 24

26 2 billion videos are streamed each day on YouTube 25

27 active Facebook users 26

28 blogs on the internet more than 50% of online adults read blogs monthly 27

29 Is it important? social media is democratizing communications BIG TIME Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it s the people who are in control. (Rupert Murdoch, Global Media Entrepreneur) 28

30 Iran Election Crisis June Source: Flickr Iran Election photostream, June 12

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33 May 2008 China 32

34 Is it important? What regular people, customers, clients have to say & say through social media shows up in google search results. BP Oil Spil 33

35 Is it important? Comcast The largest cable operator in the United States providing cable television, broadband internet, and telephone service to both residential and commercial customers. (wikipedia) Makes you wander what this is about 34

36 Are our competitors out there? Ernst & Young E&Y Career page on facebook 35

37 Are our competitors out there? PWC 36

38 Are our competitors out there? Deloitte 37

39 What about our M&A International? LinkedIn 21 members have a company profile on LinkedIn YouTube Blog

40 What about our M&A International? LinkedIn June 2009 to June 2010 Total visits 36,520 Through referral 8,588 (24%)

41 What about our M&A International? YouTube Channel

42 Growth Model Social Media Strategy Growth Model Source: Forrester 41

43 Social Media Strategy Growth Model Case Study: Deloitte Innovation Type: Idea generation and management Case: Deloitte Innovation created an innovation platform which gives employees the opportunity to post and possibly develop their new business ideas. These ideas are rated on business value and the best ideas are chosen to be developed into new service offerings with financial and entrepreneurial support of the organization. Business Value: Innovative ideas which deliver competitive advantage in the market Customer Value: New innovative service offerings to drive business value with 42

44 Social Media Strategy Growth Model 43

45 First step = LISTEN Where to start? Listen in on the conversation & monitor Free tools to help you listen: Google alerts, RSS, Tweetdeck, SocialMentions, Google reader, More sophisticated paying tools: Radian6, Hubspot, Trackur, SCOUTLABS, 44

46 First step = LISTEN Do you have time to do this? It just takes 10 minutes a day Social media monitoring in 10 minutes a day Google alerts Decide what you want to be alerted on 45

47 Set-up google alerts 46

48 Set-up google reader 47

49 Set-up twitter feeds 48

50 Set-up feeds from LinkedIn Q&A 49

51 Set-up feeds from LinkedIn Answers 50

52 NEXT STEPS: Connect Create Engage We listen and then what? Share our findings Create a social media strategy team Define our strategy and goals Decide where we can start to participate Choose the right tools Assign resources 51

53 NEXT STEPS: Connect Create Engage What do we want to achieve with Social Media? Public Relationships (very public) Customer/Client Service (how can I help you) Loyalty Building Collaboration & Operational Excellence Networking Thought Leadership Customer Acquisition 52

54 NEXT STEPS: Connect Create Engage Share our social media strategy with all members Provide further training to assist members in using social media 53

55 Resources Books Groundswell Charlene Li & Josh Bernoff Here comes everybody Clay Shirky Videos How to monitor your social media presence in 10 minutes a day A Comcast technician is sleeping on my coach Presentations What the f**k is social media Social Media Why should you care? Social Media Marketing 27 Awesome Stats, Soundbites and Slides Going Social 54

56 Resources Statistics The Ultimate List: 100+ Twitter Statistics LinkedIn by the Numbers [Infographic] The Ultimate List: 100+ Facebook Statistics [Infographics] Understanding The Impact Of Technology And The Internet What's The Social Technographics Profile Of Your Customers? Blogs 11 Simple Ways B2B Companies Can Be More Social Today 20+ mind-blowing social media statistics revisited 22 Educational Social Media Diagrams The Ultimate Glossary: 101 Social Media Marketing Terms Explained 55

57 Resources DELOITTE Social Media Marketing - Deloitte Research Social Media In Companies Social Media In Companies full research report Deloitte Social Media Congres 2010 Iran Elections Timeline with the use of social media BP Oil Spil BP got brandjacked on twitter 56

58 Conclusion Maybe you are not in the mood to swim, but ask yourself 57

59 Istanbul Fall Conference 7 9 October 2010 DO YOU REALLY HAVE A CHOICE?