Making Sense of Social Media

Wavelength R2 – 19 September 2012George Anders

Our Arrival Quiz: What Did We Learn?

10 1

Reshaping How We Stay Connected

What’s Familiar What’s New

We Won’t Bring Social Media to Work Unless

• It Saves Time For Us• It Sharpens Our Job Performance• It Passes the “John Lewis Test” –

Winners Use It; Losers Don’t

How Each Platform Rates

Digital Business Card and Address Book

X Your Nieces on Holiday

Useful If You Have the Time

Let’s Take a Closer Look

Is Twitter at the John Lewis Tipping Point?

• Test Case: 2-Player Market • Relaunches Every 4 Years• 50.1% Market Share Is Crucial• Total Addressable Market: 300m People• Competitive Edges Are Fluid and Transient• Can Social Media Shape the Outcome?

Romney Does Well in Traditional Homes

But Obama Overwhelms in Social Media

Twitter followers (in millions) Facebook fans (in millions)

It’s As If Romney Had Digital Laryngitis

Making Obama Nearly Impossible To Catch

Even If We Aren’t In Politics …• We Still Want to Win New Customers• Gather Market Intelligence• Raise the Esteem of Our Brand• Spread Our Most Important Opinions• Improve Our Recruiting Profile

The Key Insight About Social Media

“You need to start the dialogue by contributing something useful to the community. Once you do that, everything else will work out quite nicely.”

Step 1: Share Great Ideas

Step 2: Pay Your Respects

Step 3: Create Prized Listening Posts

• News: @BBCWorld; @NYTimes; @AJEnglish; @LeMondeFR; @BracknellNews

• Competitive Intelligence: @MobilePaymentsNews; @WorldEconomicForum; @TodayInTheSky;

• Business Strategy and Thought Leaders: @TheEconomist; @HarvardBiz; @LondonBSchool; @DanielPink, @AdieSimpson

Step 4: Build Brand and Customer Rapport

Step 5: Share Your Company’s Sparkle

Step 6: Rally Support for Your Causes

Step 7: Torment Your Enemies

Summing Up:Social Media and the BRIC Countries