conference keynotes€¦ · conference keynotes the 2009 social media seminars
TRANSCRIPT
© 2010 The Conference Board, Inc.2 www.conference-board.org
Today’s Agenda
Introductions by Lois Kelly
Excerpts from: Leveraging Social Media for Better Business Results, by Cory Edwards
The Evolution
Built to Last
Excerpts from: The Facebook Era: Transforming Customers and Employees into Partners by Clara Shih
The Facebook Era
The New Norm: Sharing
Word of Mouth
Evolving Social Media Interest at
Symantec
3
2003 2005 2007 2009
Skepticism
Irrational
Exuberance
Personal
Involvement
Acceptance
Built to Last
• Guidelines & Policies
– Work with HR & Legal to institute a formal social media policy
• Education & Trainings
– Dedicated Intranet site for furthering awareness
– On-demand training program including certification process
• Research & Audits
– Evaluate grassroots and formalized efforts regularly
– Competitive audits
– Formal & informal audience research
• Ensure objectives-based approach
5
Keeping Efforts Objectives-Based
6
• Who is your target audience?
• Where do they reside on the social web?
• What is your goal? / What do you want to accomplish with this audience?
• Who ultimately owns the initiative?
• How will you measure success?
Good Example Bad Example
Sales and Marketing in the Facebook EraPreparing for a new kind of customer relationship
Clara Shih
Author, The Facebook Era and CEO, Hearsay Labs
http://thefacebookera.com
“The Facebook Era recognizes that we’ve come to a place where people can represent their real identity—and use the social filters on the Web to connect with the world around them.” —Sheryl SandbergChief Operating Officer, Facebook
TheFacebookEra.com
Welcome to The Facebook Era
On Facebook alone . . .
Over 250M active users
3 billion minutes spent each day
1M developers from 180 countries
is email dead?
TheFacebookEra.com
Trusted online identity is here
Photos and interests
Demographic info
Employer, school, city
Friends
Socially acceptable to share
TheFacebookEra.com
Recalculating Customer Lifetime Value (CLV)
CLV new = CLVold
+ Level of influence x Size of network
11 www.conference-board.org © 2010 The Conference Board, Inc.
Putting the Webcast to Work
1. Are we adequately monitoring what’s being said about our
organization across the entire social media landscape?
2. Do we have the right people, resources and policies in
place to appropriately “join the conversation” in a way that
supports our business objectives and protects our brand?
3. Do we have a thorough understanding of the ideal use of
social media in a crisis situation across our stakeholder
groups– internally with employees and externally with
shareholders?
© 2010 The Conference Board, Inc.12 www.conference-board.org
Lois Kelly, a partner in Beeline Labs, consults, teaches and
speaks about how to achieve business goals faster by humanizing business
and adopting Web 2.0 social media strategies. Her clients include FedEx,
Monster, Dunkin’ Donuts, Intuit, Microsoft. Sapient, TJX and Sun
Microsystems. Her book, Beyond Buzz: The Next Generation of Word of
Mouth Marketing has been praised for helping people understand how to
move from a “talk at” to a “talk with” world, and has been awarded numerous
awards, including the 2008 gold prize in the Axiom/Inc Magazine business
book awards and finalist in the 2008 Berry-American Marketing Association
Book Awards. In the late 1980s Lois helped some of the most famous high
tech companies go from geek squads to global business leaders. In the
1990s, she was a dot com pioneer, co-founding an interactive agency
acquired by a major communications conglomerate. In the mid 2000’s Lois
shifted her attention to helping companies find value in word of mouth
marketing and social media. Her personal mission statement is
“Communications can change the world.” She is a graduate of the University
of New Hampshire and Harvard University. Lois is a sought after speaker on
marketing, strategic communications and social media innovation, blending
“how to” advice with inspiring people to see possibilities, face down their
fears, and innovate. She blogs at Bloghound, tweets under @LoisKelly, and
shares her presentations at SlideShare: http://www.slideshare.net/Foghound
Moderator:
© 2010 The Conference Board, Inc.13 www.conference-board.org
Panelist: Cory Edwards is global social media strategist at
Symantec where he leads its corporate external social media
initiatives including strategy and guideline development and
customer interaction. He directed the company’s
implementation of a social media framework to help the
company and its employees engage more effectively with
customers using the socially evolved World Wide Web and its
communities. He currently chairs the company’s cross-
functional Social Media Advisory Group responsible for
ensuring coordinated social media efforts for the company and
its products. Previously, Cory worked as a senior manager of
corporate communications providing public relations support for
Symantec’s products, mergers & acquisitions, and alliance &
partner activities. In 2005 Cory was appointed as
communications project manager for the largest announced
software merger in history – Symantec’s $13.5 billion
acquisition of Veritas Software.
© 2010 The Conference Board, Inc.14 www.conference-board.org
Clara Shih is founder and CEO of Hearsay Labs, which
provides software to help companies securely manage and measure their
presence across Facebook, Twitter, and other social media. In 2007, Clara
created the first business application on Facebook with her Faceconnector
application, which integrates Facebook and Salesforce CRM. She is author
of the newly released bestseller, The Facebook Era: Tapping Online Social
Networks to Build Better Products, Reach New Audiences, and Sell More
Stuff about Facebook and Twitter for business, which has been featured in
The New York Times, Fast Company, CRM Magazine, and is being used
as a textbook at Harvard Business School. Previously, Clara was a
marketing and alliances executive at salesforce.com, where she led the
company's social networking initiatives. Clara has also worked in corporate
strategy and software development at Google and Microsoft. Clara has a
BS in computer science and economics and MS in computer science from
Stanford University, as well as a MS in internet studies from Oxford, where
she studied as a US Marshall Scholar. She is a frequently invited keynote
speaker on social media at global conferences including AlwaysOn, Web
2.0 Expo, Enterprise 2.0, CRM Evolution, Direct Marketing Association,
American Marketing Association, Toronto TechWeek, and Social Ad
Summit. Clara blogs at http://thefacebookera.com and Twitters as
@clarashih.
Panelist: