b2b social media huddle - ben schneider - finding the we
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© Copyright 2008 Dow Jones and Company
“Who is ‘we’?” | Becoming a 2.0 Corporation
B2B Social Media HuddleBracknell, United Kingdom07 December 2009
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Web 2.0 | Citizen
“To take no part in the running of the community's affairs is to be either a beast or a god!”
- Aristotle
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Web 2.0 | Citizen
“The good citizen should know and have the capacity both to rule and to be ruled, and this very thing is the virtue of a citizen”
- Aristotle
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Web 2.0 | Community
Social Media
=
Human nature and communication for the greater good – just super-charged!
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The Groundswell* aka ‘Citizens’
Who is Web 2.0?
*Charlene Li and Josh Bernoff , Forrester Inc.
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Groundswell* | Our Past
Paul Gillin
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Groundswell* | Your Present State?
Paul Gillin
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Groundswell* | Your Future State?
Paul Gillin
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Groundswell* | Who are the others?
CreatorsPublish a blog/own websitesUpload original audio/video contentCompose articles or stories and post them
CriticsPost ratings and/or reviewsComment on editorial news and/or blogsContribute to forums and/or wikis
SpectatorsRead blogs, forums, ratings and/or reviewsWatch videos and/or listen to podcasts
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2.0 Corporation | Understanding the culture
Vocal, Tribal & Demanding
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Groundswell* | Why should you care?
“Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.”- Abraham Lincoln, 16th US President
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The 2.0 Corporation
Where do you fit in?
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2.0 Corporation | Finding an approach
Source: McKinsey, 2007
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2.0 Corporation | Finding an approach
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2.0 Corporation | “We” vs. “They”
Beware the big company that tries to venture into this, the small world owned by its individuals, without proper respect and perspective… Be a “we company” instead of a “they company” - but you have to mean it.
- Robert Young, serial entrepreneur
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2.0 Corporation | Understanding the culture
Vocal, Tribal & Demanding
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2.0 Corporation | …finding the “we”
•Stakeholders are people too
(They expect to be engaged with as and when they demand it)
•Opinions are as important as organised communications
(Technology-enabled word of mouth is immediate, simple, transparent, non-hierarchical, personal)
•Receptive companies will be “good” companies
(Careful listening and transparent reactions will be rewarded)
•Tools enable you to comprehend your place in “the 2.0”
(With over 80 million blogs and endless other CGM sources, investing in qualified aid is a smart move)
The SORT Code
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Don’t “lose control”, but lose the Fear
Tools to help you immerse
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What’s your share of voice?
You can’t manage what you can’t measure
What are the main topics?
Where is the coverage?
Who’s talking?
What’s the context?
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90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
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2.0 Corporation | Pub rule…
The social media space is one gigantic pub!
David Fosberg
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Examples
How others have gotten a handle on the community
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2.0 Corporation | Examples
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2.0 Corporation | Examples
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In Summary | Final Thoughts
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Benjamin Schneider (@SchneiderBen)
Media Consultant
Dow Jones Enterprise Media Group
ben.schneider@dowjones.com
www.solutions.dowjones.com/insight
Thank You
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