social media: hype, hell or hope

Rick MansGlobal Social Media Lead

Social Media: Hype, Hell or Hope

Social Media is:

Human interaction in a virtual world

THE HYPE

© 2010 Capgemini – All rights reserved 3

Within a few years social media has grown from scratch to form a significant communication and collaboration phenomena

Social media in numbers

34hours of video uploaded

every minute onto YouTube

600 000new members

on Facebook every day

900 000number of blog posts

put up every day

500 millionpeople on Facebook

84 %of social media sites withmore women than men

1,7 billionInternet users worldwide

7 million +people following @ladygaga

on Twitter

65 milliontweets on Twitter per day

126 millionnumber of blogs on the

internet

18 %increase in internet users

from previous year

http://www.flickr.com/photos/naturalturn/3264726560/

THE END OF SHOPPING AS

WE KNOW IT

THE HELL


Ketchum and FedEx

This particular Twitter posting came back to bite the agency person from Ketchum

(New York office) who made some unflattering remarks about Memphis this morning

before he presented on digital media to the worldwide communications group at FedEx

(150+) people. Not only did an employee find it, they were totally offended by it and

responded to the agency person. The kicker is that they copied the FedEx Coporate

Vice President, Vice President, Directors and all management of FedEx’s

communication department AND the chain of command at Ketchum. Mr. Andrews,

the Ketchum presenter, did not take into account that many FedExers are native

Memphians and are fiercely defensive of their city and their company.

Earthquake in China

3 minutes VS

3 months

Guns don’t kill people

What guns do

THERE IS STILL HOPE (AND ROI)

Only if you really don’t know it, you go to Google

Search is becoming less and part of our online activities

Compete’s director of online media and search told the San Francisco Chronicle that a snapshot of web traffic from December showed 13 percent of the traffic to major web portals like Yahoo, MSN and AOL came from Facebook. Traffic from Google generated just 7 percent, which Compete said actually put it third in traffic sources behind eBay, which accounted for 7.6 percent.

Having a website has never been so not important

mobile (apps)

user-driven

“everyware”

Average 18% revenue growth during the crisis

HOWEVER THEY SPEND MORE TIME ON SOCIAL MEDIA (HYVES +41.000.000 FACEBOOK +26.000.000)

The Dutch spend less time online in May than they did in April (2.091.000.000 vs 1.883.000.000 minutes)

THEY ARE NOT AT YOUR SHOP FOR 41 MILLION MINUTES EACH MONTH

It’s about a Social Transformation

Urgent Enterprise Wide

Social Transformation

Cust

omer

exp

ecta

tion

rega

rdin

g so

cial

cha

nnel

Hig

hLo

w

HighLow

Market competitiveness


Focused on

Customer Interaction


Focused on

Cost Reduction

Gradual Social Transformation

Focused on

Corporate Branding and HR

Consumer evangelisme UpsellTransaction

If you are not my friend, your are not my service provider

Relations, not transactions

Awareness Consideration Preference Action Loyalty

Find me Get to know me Hear my story Tell me your story Be me friend

Customer phases

Customer needs

Required activities Monitoring Reacting Conversing Responding Friending

Use the tools and platformsyour customers are already using

EVERYTHING YOU DO SHOULD AT LEAST CREATE THE BEGINNING OF A RELATIONSHIP

When you are in social media

YOU SHOULD HAVE STARTED 6 MONTHS AGO

If you want to have success with social media right now

Things you can do with Social Media

SMILE Activities

Supporting

Meshing

Interacting

Listening

• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,

and other customers

• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and

where they can see the result.

• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers

• Doing web care is a good way to get to know what is said about your products

• Give customers a platform on which they can share their thoughts.

Evangelizing• Provide customers a home base with tools so they can promote you / your

products• Create easy promotion kits that can be reused over and over again.

Your work is not about having meetings

Eliminate update meetings–Are about old news –Are not interesting for everybody–Are just for the manager

Example–Government institute–Weekly update meeting–10 people, 2 hours–Moving to microblogging– Instant updates, instant action–1.5 hours saved per person per week

http://www.funnytimes.com/cartoons.php?cartoon_id=19951122

1.5 hours each week that could be spend on more important matters, such as your clients

S M I L E

“... study of the Lenovo community noted a 20% decline in the rate of call volume comparative 2007 to 2008 time periods ...”

Resulting in:Lower TCO of Support, Faster Response Time, Scalability in Peak Situations

S M I L E


Get your best deal..

Every day in your inbox, or look on the site for any other deals nearby

S M I L E

© 2010 Capgemini – All rights reserved

20101011Vauxhall.pptx43

Customer self service

Be transparant about the known issues, it saves time for your support department

S M I L E



S M I L E

Is the iPhone successful or is it just a tool for using the successful appstore?

By providing an SDK Apple has now 250000 apps available for the iPhone which are downloaded over 6.5 billion times



S M I L E

Offer building blocks and make your own LEGO design

LEGO went from 100 designers making 300 designs each year to 1 million designers making 3 million designs. And even better: the 1 million designers aren’t on the payroll

S M I L E

TriMet offers an API for free

The best uses come from the users, so why not offer them the opportunity to come up with the required applications



S M I L E

Right time, right message and now also right place

Foursquare offers you the possibility to provide an offer for your (potential) client who are nearby, or even special deals for your most loyal customers


Health is worth sharing more than a virtual farm

Farmville is based on peer pressure: your friends will gain points by visiting your farm, so you have a reason to have a proper farm.

Health can be a shared experience as well. By sharing information about your current state, you will make sure it will be good, as your friends will be watching

S M I L E

Engage your customers

Social Media not allows your to connect with the world, but also presents your with ability to create a (hyper) local niche

S M I L E


Patientslikeme, the EPD as it could have been

Patients share information about their conditions, the medicines and treatments they receive and more important: the outcomes.

S M I L E



S M I L E

P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them.

What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.

S M I L E

Listening can help in preventing disasters

Go beyond just listening, reply on the platform your customers choose.

S M I L E

Are your customers liking you?

Each ‘like’ is send to the connections of the customer, creating a potential viral loop of promotion.


S M I L E

What is your grade

Let patients share their experiences with your doctors and facility



Things that tweet?

Go beyond traditional human interaction. Why not a product that tweets? Your product has a story to tell that is worth sharing

S M I L E


Go beyond the tools, beyond the transaction and beyond the expectations of your customers. With Social Media you can participate in your market, at a one to one level, to

understand your customers and potential customers, wishes, wants and views to the satisfaction of all, (buyer, seller, prospect and partner).

What’s your story you are going to share?

Rick MansSocial Media LeadPapendorpseweg 100 UtrechtThe Netherlands

Phone: +31 6 51 21 01 44E-Mail: [email protected]: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans

mailto:[email protected]

http://twitter.com/rickmans

http://nl.linkedin.com/in/rickmans

social media: hype, hell or hope

Technology