The State and Futureof Social Media

Shel Holtz, ABC

EveryoneEveryoneis socialis social

Business is engaging

Let’s stop calling itLet’s stop calling it“social” media“social” media

After all, all media are social

The state of social media is…

We can’t agree on…

• Definition• Metrics• Ownership/structure

We haven’t figured out…

• Strategy• Roles• Fragmentation

82%82%of brand managers are using social media

54%54%of companies block employee access

10%10%of companies have employee policies

Bad news for old methods

95%95%don’t trust advertising

($426 billion wasted)

92%92%don’t trust what companies say about themselves

91%91%don’t trust companies to act in their best interests

However…

33%33%of social media users believe companies

are interested in them

93%93%of social media users believe organizations should have a presence

85%85%want organizations to interact with customers using social media

78%78%believe word of mouth from “similar others”

-- McKinsey & Company

The end of an era

However…

58%58%believe companies aren’t engaged

because of lack of leadership support

The right conversations?

Product and Marketing?

Social Responsibility?

¾ of Americans unhappy with how companies

are engaging them on business issues.

If companies did, people would… Buy their products Be more loyal Recommend the company

Relationships vs. weak ties

Unprepared

Social media everywhere

Mobile

Employees engaged in Social CRM

The “rationale” for blocking

• Productivity• Loose lips• IT security• Bandwidth

The Case for Open AccessThe Case for Open Access

Social CRM

Customer Service Reps

Process-centricContact management Community management

Period engagement Sustained engagement

Simple transactions Complex relationships

All employees engaged

Conversation-centric

Mining employees’ social graphs

• Recruiting• Brand & product evangelism• Culture & values• Subject matter expertise• Better decision-making through SMPGs• Market intelligence• Crowdsourcing

Faster, more coordinated activism

The real-time web & redefining “news”

Transparency

Advertising drives social

More engagement

New social technologies

• Location-based services• Augmented reality

Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons

Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0

Questions?

• Shel Holtz, ABC

Phone: 415.367.3820Email: shel@holtz.comWeb: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizSkype: shelholtzTwitter: @shelholtzFriendFeed: shelholtz2nd Life: Shel Witte