social media for km round table

We speak English - William Dampier’s blog 1699

Social Emotions

“The essential difference between

emotion and reason is that emotion

leads to action, while reason leads to

conclusions.”

Donald Calne, neurologist

Social Media and KM

What is Social Media?

Why does it matter?

Social Media Action Plan

Media has changed - 2006

“To find something comparable, you have to go back 500 years

to the printing press, the birth of mass media … Technology is

shifting power away from the editors, the publishers, the

establishment, the media elite. Now it’s the people who are

taking control” Rupert Murdoch, Wired July 2006.

Social cosmos

Consumers have a voice

billion

•Internet population Feb : 2009

So what is Social Media?

“Open conversations that

encourage participation

and connect people”

Ian Farmer

Social Networks

6 million (Aug 2009)

40% of Online Pop.

Blogosphere

m23000

Wikis – collaborative

Podcasts – niche / time shifting

4m

Youtube Videos

m

26,500

Bandwidth: 2007 YouTube = 2000 Internet

Jan 2009 – 14.8 billion views

25% have watched online video (with their mobile)

And other content communities

More and more of us use it

It helps you express yourself

Review stuff, weigh up pro’s and cons

Research company / clients

Research – interview questions

Share things easily

And through the wisdom of crowds

Allows us to discover new stuff

Social Media and the Conversational web

What is Social Media?

Why does it matter?

Social media action plan

We now know the truth

76% don’t believe

that companies tell

the truth in

advertisements

Source: Yankelowich

Consumer recommendations are

the most credible form of

advertising among 78% of the

study’s respondents.

Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”

(global Nielsen survey of 26,486 Internet users in 47 markets)

Who do we believe?

People like ourselves

My friends

Their friends

Shared interest

Social media conversations are recorded

And influence “offline” behaviour

Of those who use used or buy bought

your product / service

For Good

And Not so good

Social media impacts your brands reputation

34% post opinions about products and

brands on their blog

36% think more positively about companies

that have blogs

Source: Universal McCann Power to the people - Social Media Tracker Wave 3

So that’s why it matters !

Social Media and the Conversational web

What is Social Media?

Why does it matter?

Social media action plan

Consumers are beginning in a very real sense to own our brands and

participate in their creation … We need to begin to learn to let go.

A.G. Lafley, CEO and Chairman of P&G, October 2006

Try and control this?

Ignore it ?

... But this just eliminates you from the conversation

“PARTICIPATION PARTICIPATION PARTICIPATION

is the new LOCATION LOCATION LOCATION”

Ian Farmer

Social Media action plan

What is Social Media?

Why does it matter?

Social media action plan

Listen

Engage

Influence

How to listen to social media?

Search

• E.g. Technorati.com

Knowledge - Social Bookmarking

Alerts

• E.g. www.google.com/alerts

Opinions in real time

Monitoring #Knowledge

Speed Feed reading

Blog Trends

Listen

”The Development of a process

to understand the conversations,

and action the insights”

Ian Farmer

FORUMS

Real time feedback : Grad recruitment exposed !

Recorded Experiences

Reactions to current issues

BRAND mentions

Discover consumer insights

The new Focus group?

LISTEN : Social Media services

ListenResearch : opinions in real time

Risk Awareness

Insights

Permission to Engage

We monitor social media because it provides unsolicited and unbiased consumer opinions about

our products and brands in real time. If a brand, messaging or product problem is identified by

bloggers, we can fix the problem quickly before it gets too widespread. Also, positive comments

help us understand early on if something is working particularly well.”

Christin Stasiw Lazarchuk, Director, Global Market Research, Ford Motor Company.

Social Media Audit

Social Media Monitoring Strategy

Monitoring development

Insights reporting

Training

Social Media Action Plan

Listen

Engage

Influence

It’s PR Jim, but not as we know it!

Cicero’s 9 rules from “On Duties” in 44BC

1. Speak clearly

2. Speak easily, but not too much, give others their turn

3. Do not interrupt

4. Be courteous

5. Deal seriously with serious matters, gracefully with lighter ones

6. Never criticize people behind their backs

7. Stick to subjects of general interests

8. Do not talk about yourself

9. Never lose your temper

Example – UK civil service

http://www.civilservice.gov.uk/iam/codes/social_media/participation.asp

Be credibleBe accurate, fair, thorough and transparent.

Be consistentEncourage constructive criticism and deliberation. Be cordial, honest and

professional at all times.

Be responsiveWhen you gain insight, share it where appropriate.

Be integratedWherever possible, align online participation with other offline

communications.

Be a civil servantRemember that you are an ambassador for your organisation. Wherever

possible, disclose your position as a representative of your department or

agency.

“PARTICIPATION PARTICIPATION PARTICIPATION

is the new LOCATION LOCATION LOCATION”

Ian Farmer

Social Media engagement policy?

or

GM’s FASTLANE blog

"These people have a great deal of

influence, not just on what we read,

but on the cars their friends and family

purchase.“

Bob Lutz, the vice chairman of General Motors,

Engage - Lobby the government

Identify where else to engage?

You Tube presence

BRITA Facebook

Be transparent - Ugly rocks !

• 47.7 million views

• 125,000+ comments

• In 7 days !

Engagement integration

Involve your audience >10K ideas US $1mill rev

Social Media press releases

http://rm.guinness.com.au/smpr-250?noac=true

Social learning

Crisis Response training

For when the Rats take over !!

Social Media services

Engage

• Feedback: discussion channels

• Increase Customer Service

• Exhibit Leadership : Sharing POVs

• Innovation: Source of Ideas

• Growth: reduced cycles times

• Self awareness

• Opportunity to Influence

Policy

Engagement integration

Corporate / brand blogs

Identify & track engagement

Social Media Presence (YouTube, Facebook, Wikipedia)

Social Media Press Release

Crisis response training

Social Media Action Plan

Listen

Engage

Influence

1000 entries, 5.5 million votes

Identifying key influencers

Recruit and reward evangelists

Influence via cause marketing

Bushfire widget

• Developed in 2 days

• 90K views

• 1:722 viral ration

• 25% interacted

• 5,504 donations

Make it easy for people to tell others

Establish conversational metrics

Influence

“Measuring the results of how you effect

social media, then using that insight to

stimulate conversations, making it easier

for people to recommend and sample

your products”

Ian Farmer

Social Media services

Influence

• Expand touchpoints

• Measurement of campaigns

• Risk mgmnt “Ask the audience”

• Build loyalty & Identify Evangelists

• Collaboration opportunities

• Word of mouse!Influence Identification

Loyalty & evangelist programs

Campaign metrics

Word of Mouth Marketing

Internet is twice as influence of TV and 8 times that of Print (source: Digital Influence Index study Fleishman-Hillard)

Social Media action plan

What is Social Media?

Why does it matter?

Social media action plan

Listen

Engage

Influence

Social Media – continuous learning

• Don’t FAIL to LEARN

• DO FAIL to LEARN

More information Ian Farmer

ian@frontiering.com.au

+61 2 8923 5028

www.twitter.com/ifarmer

Ian’s blog : http://frontiering.com.au