how social networking is changing the enterprise and its impact on our business procedures - insight...

SOCIAL NETWORKING AND THE ENTERPRISE ENVIRONMENT

ITS IMPACT ON OUR BUSINESS PROCEDURES AND HOW WE ENGAGE WITH OUR CUSTOMERS:

“The Net Commonwealth”

LET’S HAVE CONVERSATIONS!

WE HAVE MOVED FROM “BIG BROTHER” IS SERVICING YOU TO “I’M YOUR FRIEND”, LET’S INTERACT!

Sir William Petty FRS

(1623-1687)

Joseph Carl

Robnett Licklider (1915-1990)

Tom Truscott Sabeer Bhatia

Jack Dorsey

“ARE YOU ONE OF US?”

A BRAND ENTERING THE SOCIAL MEDIA WITHOUT KNOWING WHO’S THERE AND HOW MEMBERS ARE CURRENTLY USING THE CHANNEL RISKS THE OPPORTUNITY OF A LIFETIME TO:* reach out to its customers with honesty;* incentivise trust with the brand;* improve services with their feedback;

COMMUNICATION CHANNELS - 1980S TO PRESENT

CUSTOMER SERVICE, FACELESS HIGH STREET - BRACE YOURSELVES

CUSTOMER SERVICE, MARKETING CAMPAIGNS - JUNK, DELETE

DIGITAL CORPORATE BROCHURE - FLAT, 2D, BORING

INDIVIDUALS IN CHARGE - FOR GOOD OR BAD

HIGHER CHANCES TO BE FOUND THAN WITH CORPORATE SITE

ONLY GOOD FOR CAMPAIGNS, PROFILE LEADERSHIP

DANGEROUS PLACE TO BE IF PURPOSE IS NOT CLEAR

DO WE HAVE SOMETHING TO SAY, REALLY? REGULARLY?

DO WE HAVE A PHYSICAL PRESENCE? THEN THIS IS GOOD

CAN OUR CUSTOMERS HELP US CREATE BETTER PRODUCTS?

CAN CUSTOMERS RUN A PART OF OUR BUSINESS?

1. CREATE A USER-FRIENDLY TWITTER ID (@YOURNAME)2. SEARCH FOR PEOPLE TO FOLLOW3. LEARN THE LINGO. YOU’LL WANT TO JOIN THE CROWD. TRUST ME.4. KNOW WHO “@” REPLIES TO YOU5. ADD YOUR TWITTER ID TO YOUR MARKETING MATERIALS6. REACH OUT AND SAY SOMETHING7. READ THE BIO OF THOSE WHO FOLLOW YOU8. PROMOTE OTHERS AND SHARE YOUR BEST INFORMATION9. LEARN THE ETIQUETTE10. FIND OUT WHO SOME OF YOUR BIGGEST FANS ARE.

1. 2. SEARCH METADATA TOOLS3. 4. DATA INTELLIGENCE GATHERING TOOLS5.6.7. DATA MINING TOOLS8.9.10. CUSTOMER PROFILING TOOLS

I.T. SHOULD BE A KEY FORCE WITHIN COMPANIES’ SOCIAL MEDIA EFFORTS

WRITE ON MY WALL, RT MY TWEET

CAN OUR CUSTOMERS’ FEEDBACK HELP US CREATE BETTER PRODUCTS? OR ARE WE LOOKING AT SOCIAL MEDIA AS A FORM OF SELF-INDULGENCE?(OUR BRAND IS FOLLOWED BY THOUSANDS, OH HOW SWELL)

HIRE PEOPLE WHO SPEAK THEIR LANGUAGE AND SHARE THEIR CULTURE

HAVE A HUMAN VOICE, BE HUMBLE AND FRIENDLY - WRITE LIKE YOUR MUM WOULD

SHOW CORPORATE CULTURE, OFFER TRANSPARENCY, MAKE SOME PARTS INTERACTIVE

EMBRACE YOUR BLOGGING FANS: YOU DON’T NEED TO BLOG YOURSELF, LET THEM DO THAT

MAKE SURE YOUR COMPANY WROTE IT AND SHOW HISTORY, FUN FACTS, LEGACY, LEADERSHIP

GET YOUR EXECS SPEECHES AT CONFERENCES, YOUR TV ADS, ALL IN ONE NEAT PLACE

USE IT FOR PRODUCT LAUNCHES AND AD CAMPAIGNS - NEVER FOR THE CORPORATION ID

HAVE IT RUNNING SO THAT CUSTOMERS CAN REACH YOU INDIVIDUALLY

IF LBS IS YOUR THING, THINK COUPONS

TROUBLE SHOOTING FORUMS RUN BY YOUR FANS, IDEA-GENERATION FORUMS

FAKING IT - THE DUMMIES GUIDE

“SENTIMENT GATHERING SYSTEMS”

IF YOU APPROACH SOCIAL MEDIA FOR CONVERSATIONS, BE PREPARED TO TALK.IF ALL YOU WANT TO SEE FOR YOURSELF IS WHAT CUSTOMERS SAY ABOUT YOU, INVEST IN:

“NAMES, NOT NUMBERS”

IN 2012 THE SOCIAL MEDIA CHANNELS ARE EXPERIENCING THE EMERGENCE OFALL THINGS LOCAL, INDIVIDUAL, YET CONNECTED TO THE COLLECTIVE FOR THE GREATER GOOD

THE POWER OF THE INDIVIDUAL IS NOW MOVING MOUNTAINS. CUSTOMERS SUDDENLY FEEL EMPOWERED BY CHOICE, BY ABUNDANCE OF INFORMATION AND BY ECONOMIC PRESSURES TO DEMAND MORE AND BETTER

WITH WORLD CHAOS GROWING RAMPANT - FROM NATURE DISASTERS TO POLITICAL TURMOIL - PEOPLE REALISE THAT THE ONLY THING THAT MATTERS IS WHAT IT’S CLOSE TO THEM: THEIR FAMILIES, THEIR VILLAGES.

ME-FIRST, BUT ALSO AWARE OF THE POWER OF THE “COLLECTIVE”. THE RISE OF COMMUNITIES WITHIN CITIES WILL FORCE COMPANIES TO TAKE A LOT OF “GRASS-ROOTS” APPROACHES TO CLIENT-SERVICING

“ME” “HYPER-LOCAL” “US”

“ONESS, TOGETHERNESS”

DIGITAL VALUES IN SOCIAL MEDIA

YOU ARE WHAT YOU POST AND WHAT YOU SHARE

PEOPLE FOLLOW PEOPLE, NOT BRANDS

FOR EVERY PRODUCT IN THE WORLD, THERE IS A HARDCORE FAN

“I.T. DEPARTMENTS SHOULD DEVELOP AND MANAGE SOCIAL MEDIA TOOLS/PLATFORMS

THAT ATTRACT NEW CUSTOMERS AND RETAIN LOYAL CLIENTS”

ENTERPRISE SOCIAL MEDIA IS NOT SO MUCH ABOUT OUTPUT, BUT RATHER ABOUT:

•HOW THE INPUT FROM CUSTOMERS IS HANDLED; •THEIR PROFILES MONITORED;•CHANNELS OF COMMUNICATION BECOME VALUE ROUTES TOWARDS YOUR PRODUCTS AND SERVICES;

“THE SPIRIT OF USENET AND ARPANET IS NOT

DEAD IN 2012”

THANK YOU!

@inma_martinez

inma.martinez@opuscf.com

linkedin.com/in/inmamartinez