digiconf - becoming a social business

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Presentation for DIGICONF Dubai on 22 May 2013. A brief overview of why it's important to become a social business today and how to get started.

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  • 1. Mark SooHooDirector of Digital, Middle EastMark.SooHoo@Edelman.com#DIGICONFBECOMING ASOCIAL BUSINESS@MarkSooHoo
  • 2. Im sorry that thiswas such a longletter, but I didnthave time to writeyou a short one.- Blaise Pascal#DIGICONF @MarkSooHoo
  • 3. WThere is a content surplus @MarkSooHoo
  • 4. WThere is a content surplus @MarkSooHoo85% of consumers use a second screendevice while watching TV #DIGICONF
  • 5. WThere is a content surplus @MarkSooHoo85% of consumers use a second screendevice while watching TV #DIGICONFArabic is the fastest growing languageon Twitter...We have 400m tweets daily,with 17m of them in the Arabiclanguage. @Kavelicious
  • 6. There is an attention decit @MarkSooHoo
  • 7. There is an attention decit90% of Facebook engagement happenswithin the rst three hours of a post.92% of retweets within 1st hour.#DIGICONF@MarkSooHoo
  • 8. PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumer lives are unpredictable @MarkSooHoo
  • 9. PAIDMEDIAOWNEDMEDIAEARNEDMEDIACUSTOMERS/ADVOCATESINFLUENCERSTRADITIONALMEDIAConsumer lives are unpredictableThe social customer participates avariety of different ways; brands need tobe omnipresent and engage with them@britopian #DIGICONF@MarkSooHoo
  • 10. Everyone is inuential @MarkSooHoo
  • 11. Everyone is inuentialConsumers are 71% more likely to makea purchase based on social mediareferrals @Hubspot #DIGICONF@MarkSooHoo
  • 12. Business objectives remain constant @MarkSooHoo
  • 13. Business objectives remain constantThe story of Big Data today isntabout data. Its about people.@MonteLutz #DIGICONF@MarkSooHoo
  • 14. Organizations cant haveeffective externalconversations unless theycan have effective internalconversations rst@Britopian #DIGICONF
  • 15. Organizations cant haveeffective externalconversations unless theycan have effective internalconversations rst@Britopian #DIGICONF
  • 16. Where does social start and end? @MarkSooHoo
  • 17. Where does social start and end? @MarkSooHoo
  • 18. Where does social start and end?Social monitoringCustomer serviceTechnicalCommunicationsCommunity managementGovernment relations@MarkSooHoo
  • 19. Less of This#DIGICONF @MarkSooHoo
  • 20. More of This#DIGICONF @MarkSooHoo
  • 21. Listen Up#DIGICONF @MarkSooHoo
  • 22. Puppies...the answer is always puppies @MarkSooHoo
  • 23. People dont do business with companies.People do business with people.@SmarterPlanet #DIGICONF
  • 24. Be Human@MarkSooHoo#DIGICONF
  • 25. Becoming a MediaCompany#DIGICONF @MarkSooHoo
  • 26. Becoming a MediaCompany#DIGICONFYou dont need to design ads that looklike editorial content. Great content isyour ad. @RichardWEdelman #DIGICONF@MarkSooHoo
  • 27. Content: They are content machines with analways on mentality.Relevant: They are relevant to someone at everymoment in time.Recent: They are recent and in many cases, real-time.Omnipresent: Media companies own search andeverything else.Agile: Media companies move quickly when itcomes to content creation/distribution.12345@MarkSooHoo#DIGICONF
  • 28. A social business strategy helps evolve the thinking and preparedness ofan organization bridging internal and external social initiatives resultingin collaborative connections, processes and shared value for allstakeholders (customers, partners, employees). Social Business Strategy Is RequiredTo Facilitate This Transformation@MarkSooHoo#DIGICONF
  • 29. 43The Stakeholder Ecosystem ValueCreation ModelOPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIAL BRAND12@MarkSooHoo#DIGICONFFrom @Britopian
  • 30. Create Brand Superheroes(Internal, then external)#DIGICONF @MarkSooHoo
  • 31. PeopleProcessPlatforms#DIGICONF @MarkSooHoo
  • 32. Understanding The Social Brand VersusSocial BusinessCommunity ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacyCrisisSOCIAL BRAND(External)SOCIALBUSINESS(Internal)RESULTSTrainingProcessCollaborationOrganization ModelsResearch & DevelopmentPolicies & GuidelinesKnowledge SharingCultureProgramsInfrastructure@armano created this#DIGICONF @MarkSooHoo
  • 33. Mark SooHooDirector of Digital, Middle EastMark.SooHoo@Edelman.com#DIGICONFBECOMING ASOCIAL BUSINESS@MarkSooHoo