a corporate approach to social media - by jos schuurmans / cluetail
DESCRIPTION
Jos Schuurmans looks at "social" or "participatory" media, the "social web" and "New Internet" from a corporate organizational viewpoint.He lays out a conceptual framework for understanding where we are at this point, as well as a general approach to social media through "change from the inside out".TRANSCRIPT
But what are wetalking about, really?
CC: Clearly Ambiguous - http://www.flickr.com/photos/clearlyambiguous/40437932/
A Corporate Approach to Social Media
In order to become truly socially-networked, organizations need to look at both their internal social media practices as well as at the ways to engage with their
markets on the New Internet.
In this presentation, Jos Schuurmans looks at "social" or "participatory" media, the "social web" and "New Internet" from a corporate organizational viewpoint.
He lays out a conceptual framework for understanding where we are at this point, as well as a general approach to social media through
"change from the inside out".
A Corporate Approach to Social Media
COMPANY PRESENTATION
Jos Schuurmans
Founder & CEOCluetail Ltd.
Mikkeli, Finland
www.cluetail.com
+358 50 59 33 [email protected]
www.josschuurmans.comtwitter.com/josschuurmans
#GranSM
A Corporate Approach to Social Media
So let me tell you a little bit about my biases...
COMPANY PRESENTATION
“The best Clues are in the Tail”
COMPANY PRESENTATION
A typical popularity distribution of a product category in the physical world is a “power law” graph.
COMPANY PRESENTATION
A typical popularity distribution of digital products is a “Long Tail” graph.
Scoping 'social media':What are the issues?
1. The rise of social media...
2. What do we mean by 'social media'?
3. WHY should we get involved?
4. HOW (much) should we get involved?
CC: Bob Jagendorf - http://www.flickr.com/photos/bobjagendorf/361925178/
Number crunching
* More than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook.
* There are now 11m LinkedIn users across Europe.
* Towards the end of last year, the average number of tweets per hour was around 1.3m.
* Purpose-built Facebook pages have created more than 5.3bn fans.
* 15% of bloggers spend 10 or more hours each week blogging, according to Technorati.
* At the current rate, Twitter will process almost 10bn tweets in a single year.
* About 70% of Facebook users are outside the USA.
* More than 250 Facebook applications have over a million combined users each month.
* 70% of bloggers are organically talking about brands on their blog.
* More than 80,000 websites have implemented Facebook Connect since December 2008 and more than 60m Facebook users engage with it across these external sites each month.
http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
Pew Internet & American Life Projecthttp://www.pewinternet.org/PPF/r/527/press_coverageitem.asp
But what are wetalking about, really?
CC: Clearly Ambiguous - http://www.flickr.com/photos/clearlyambiguous/40437932/
”Social media” is a tautologybecause media have always been social.
The same goes for ”social networking”:networking is by definition a social activity.
What's the problemwith ”social”?
CC: clairity - http://www.flickr.com/photos/clairity/154640125/
The media and networking have alwaysbeen social, but the Internet hasn't
– or at least not as much as it is today.
Hence, what we really are talking about isthe Internet catching up with reality,
through new capabilities which we havecome to call Web 2.0, or the 'Social Web'
The reason why we talk about”social” is because of Web 1.0
CC: g-hat - http://www.flickr.com/photos/g-hat/1321573829/
When the Internet was still small,slow and difficult to use, it wouldonly let us do a few things, like
sending letters and reading brochures.
We could do most ofthese things offline, too.
The Net is mimicking us...and getting pretty good at it
CC: antony_mayfield - http://www.flickr.com/photos/antonymayfield/2255188757/
Then businesses figured outhow to sell stuff on the Internet,and media started to offer news
and other content online.Even user-generated content!
The brick-and-mortar world startedto feel the heat of new competition.
The Net is mimicking us...and getting pretty good at it
CC: antony_mayfield - http://www.flickr.com/photos/antonymayfield/2255188757/
And now, the Net is developing thingswhich we really cannot do in real life:
Social software lets consumershelp each other find the things they
are looking for, and recommendthings they didn't even know to look for.
The Net is mimicking us...and getting pretty good at it
CC: antony_mayfield - http://www.flickr.com/photos/antonymayfield/2255188757/
Right! Both in media and in(other) business, social media helpconsumers cut out the middle man:
people no longer rely exclusivelyon ”messages” from journalists,
corporate communicators orPR agencies.
Instead, they engage directlyin conversation online.
The Net is mimicking us...and getting pretty good at it
CC: antony_mayfield - http://www.flickr.com/photos/antonymayfield/2255188757/
”Gone are the days when the consumers would come and dutifully arrange themselves in front of
the TV or radio – at specific times even! – just waiting to hear from us.
We could tell them the same stories over and over again, until the message sank in.
Well, today, most of the chairs are empty. And the folks who do show up refuse to look or listen to
us.”
- Dan Wieden, founder of advertizing agency Wieden+Kennedy.
CC: fazen - http://www.flickr.com/photos/fazen/24239145/
(Via Graeme Wood)
(Via Graeme Wood)
”(...) Content isn't king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends -- if you
chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to
talk about. (...)”
Cory Doctorow on BoingBoing:http://www.boingboing.net/2006/10/10/disney-exec-piracy-i.html
CC: fazen - http://www.flickr.com/photos/fazen/24239145/
1. Finding information
2. Communication
3. Building relationships
4. Conducting transactions
The Internet is for:
CC: Akuppa - http://www.flickr.com/photos/90664717@N00/416359819/
COMPANY PRESENTATION
“The best Clues are in the Tail”
Doc Searls
"Markets consist of conversations,
relationships andtransactions."Creative Commons Attribution: David Sifry
http://www.flickr.com/photos/dsifry/2105160960/
Pertinent stuff on the move beyond search and how to maximize serendipity.
Next frontier: evolution of recommendation
1. Recommendation based on content;
2. Recommendation based on behavior,
3. Recommendation based on friends.
COMPANY PRESENTATION
Cluetail connects people to the most relevant people and the most relevant content through the Long Tail of Conversations.
Iceland Volcano
Social Media in Business
COMPANY PRESENTATION
To this end, Cluetail develops recommendation technology.
Iceland Volcano
Social Media in Business
COMPANY PRESENTATION
What we offer:Cluetail Lunch Date (http://lunchdate.cluetail.com):
Connecting people to “significant strangers” through social objects
Cluetail Radar: (http://radar.cluetail.com)Media intelligence, identifying relevant information/conversations
Cluetail Conversation Central: (http://conversationcentral.cluetail.com)Conversation life-cycle management, analysis and recommendation system
Cluetail Services (http://www.cluetail.com/services):Social media / communications auditing; strategy development and
implementation; operational support; knowledge transfer
Cultural impact: Secrecy, privacy, publicy
Stowe Boyd - http://www.stoweboyd.com/message/2009/12/30/secrecy-privacy-publicy.html
CC: loiclemeur - http://www.flickr.com/photos/loiclemeur/3401678945/
From a business point of view,we should consider the Internet and the public social media domain primarily as
a market place of conversations.
The external relevance
CC: Solarshakti - http://www.flickr.com/photos/73109955@N00/86481971/
WHY to engage in public social media?
The reactive approach:
Social media seen as a threat to 'business as usual'.
A new element to the media mix.
To "manage" the online conversations around one's brand requires additional effort.
In order to manage their reputation, brands need to listen in to the public conversation, correct misconceptions or negative exposure, and be prepared for social media crisis communications.
WHY to engage in public social media?
The interactive approach:
Social media seen as an opportunity:
to build reputation and brand value;
to build new business models and revenue streams.(depending on the nature of your brand and business).
Example: Levi's implementation of Facebook's social recommendation
Example: Levi's implementation of Facebook's social recommendation
http://www.youtube.com/watch?v=Ed5vJeaEuzA
WHY to deploy social media internally?
1. Crisis management.
2. Agility.
3. Organizational Identification (OI).
4. Alignment of the internal culture and ways of working with the external business environment, strategy, brand perception and value proposition.
WHY social media internally? → 1. Crisis management
WHY social media internally? → 2. Agility
“Blogs help spread ideas faster, make the organizational hierarchy flatter, and speed up decision making.”
Bob Iannucci, former CTO at Nokia
WHY social media internally? → 3. OI
According to some literature, Organizational Identification (OI) should be the ultimate goal of internal communications.
It's brought about through (1) internal marketing, and (2) inspirational leadership.
Internal marketing means: selling the internal job market to employees.
Inspirational leadership is what motivates employees to follow their leaders.
(Journal of Marketing, Vol. 73 (March 2009), 123-145)
“You have no choice!” - As reported by eWeek:http://www.eweek.com/c/a/Messaging-and-Collaboration/Digital-Natives-Will-Drive-Web-20-into-Your-Business/
Study: college students can't live without the Net
Being forced off-line for 24 hours, college students become physically ill and depressed.http://withoutmedia.wordpress.com/
Niall Cook has a really good story about social sofware for internal purposes:http://www.slideshare.net/niallcook/enterprise-20-presentation-648032?nocache=3504
(...) ‘digital natives’ that are so immersed in digital culture that they are completely unconcerned about the effects of their technology choices on their organizations. (...)”
WHY social media internally? →4. internal/external alignment
CC: mackarus - http://www.flickr.com/photos/mackarus/3880875284/
WHY social media internally? →4. internal/external alignment
1. In Cluetrain parlance, we say “markets are conversations”. So the diagram above represents your market, or “The Conversation”. That is demarkated by the outer
circle “y”.
2. There is a smaller, inner circle “x”.
3. So the entire market, the “conversation” is seperated into two distinct parts, the inner area “A” and the outer area “B”.
4. Area “A” represents your company, the people supplying the market. We call that
“The Internal Conversation”.
5. Area “B” represents the people in the market who are not making, but buying. Otherwise know as the customers. We call that “The External Conversation”.
Hugh MacLeod:the porous membrane
5. Area “B” represents the people in the market who are not making, but buying. Otherwise know as the customers. We call that “The External Conversation”.
6. So each market from a corporate point of view has an internal and external
conversation. What seperates the two is a membrane, otherwise known as “x”.
7. Every company’s membrane is different, and controlled by a host of different technical and cultural factors.
8. Ideally, you want A and B to be identical as possible, or at least, in sync. The
things that A is passionate about, B should also be passionate about. This we call “alignment”. A good example would be Apple. The people at Apple think the iPod is
cool, and so do their customers. They are aligned.
9. When A and B are no longer aligned is when the company starts getting into trouble. When A starts saying their gizmo is great and B is telling everybody it sucks,
then you have serious misalignment.
10. So how do you keep misalignment from happening?
Hugh MacLeod:the porous membrane
11. The answer lies in “x”, the membrane that seperates A from B. The more porous the membrane, the easier it is for conversations between A and B, the internal and
external, to happen. The easier for the conversations on both side of membrane “x” to adjust to the other, to become like the other.
12. And nothing, and I do mean nothing, pokes holes in the membrane better than
blogs. You want porous? You got porous. Blogs punch holes in membranes like like it was Swiss cheese.
13. The more porous your membrane (“x”), the easier it is for the internal
conversation to inform and align with the external conversation, and vice versa.
14. Not to mention it makes misalignment, if it happens, a lot easier to repair.
15. Of course this begs the question, why have a membrane “x” at all? Why bother with such a hierarchy? But that’s another story.xt
Hugh MacLeod:the porous membrane
The Biggest Challenge = your corporate culture
Lectures → conversations
Managed org. → networked org.
Control → flow
Need-to-know→ publicy
Innovation at the center → innovation at the edges
An integrated social media strategy
• What is you desired state?
• What is you current state?
• Bridge from your current state to your desired state.
Current State Analysis: What is your desired state?
1. How do social media relate to your brand and core business?
2. Where do you need to be on the reactive – interactive scale?
3. How much do you need to engage externally?
4. How much should you engage internally?
Current State Analysis: What is your current state?
What are you doing already?
Map your external and internal social media landscape.
Current State Analysis:Bridge from your current state to your desired state
Build a road map to get you from where you are to where you want to be.
Test the waters, take baby steps and learn as you go along.
Remember that change happens from the inside out.
While ”social media” are on the rise, media and networking have always been ”social”.
Web 2.0 technologies and social software help consumers ”cut out the middle man” and engage directly online.
Hence, the Internet is relevant to businesses as a marketplace of conversations.
Your strategic need to get involved can be (externally and/or internally) reactive and/or interactive.
Conduct a Current State Analysis todetermine how (much) you need
to get involved.
Conclusions:
CC: blmurch - http://www.flickr.com/photos/blmurch/2193301140/
HOW to get involved | Step 1: listen in
→ Subscribe to Google Alerts on your brand name, your product and service names, your top executives' names, your competition.
→ Identify the online media which cover your industry, your brand and your competition. Subscribe to their RSS feeds. Visit them regularly.
Read user comments.
→ Read and identify bloggers who write about you and your industry. Subscribe to the RSS feeds of relevant blogs. Visit them to read
comments.
→ Search micro-blogging services such as Twitter to identify micro-bloggers of your industry. Follow them. Use notify.me and similar
services to stay informed.
HOW to get involved | Step 2: amplify
→ When you discover interesting conversations about your industry and your brand, start tagging them, e.g. on services like del.icio.us,
digg.com, StumbleUpon, etc.
→ Amplify interesting content by (re)tweeting on Twitter and posting on various social web services e.g. through Ping.fm.
→ When you are ready to participate in the discussions themselves, start by commenting on other people's articles and blog posts. Use
your real name and be authentic.
→ When you are comfortable with your own tone, you can initiate your own presence or publication, e.g. a blog.
HOW to get involved | Step 3: influence
→ Once you have set up your own channel(s), again, start by amplifying: link with short comments to places elsewhere, where
people are saying interesting things about your brand and industry.
→ You can initiate your own posts, with more original viewpoints, when you feel ready. But remember to keep linking: as Dan Gillmor
says: when you send people away to something interesting, they tend to come back for more.
→ Use your social media channels to give your brand a human face: converse with people, show people, run videos and podcasts.
→ Eventually, you can initiate new discussion topics and even break news relating to your own brand. But you have to be ready to answer
curious as well as critical questions from your readers.
Seth Godin: Nobody cares about you!
http://www.youtube.com/watch?v=N52OIcwynws
http://www.youtube.com/watch?v=T0ImibHwYqU
Seth Godin: Nobody cares about you!
The hot potato: ROI
How to measure Return on Investment of your Social Media efforts?
The hot potato: ROI
The hot potato: ROI
The hot potato: ROI
The hot potato: ROI
The hot potato: ROI
Example: Zappos (via Loic le Meur)
http://www.loiclemeur.com/english/2010/04/zappos-streaming-all-hands-internal-meetings-whats-the-limit-of-opening-your-company.html
COMPANY PRESENTATION
Jos Schuurmans
Founder & CEOCluetail Ltd.
Mikkeli, Finland
www.cluetail.com
+358 50 59 33 [email protected]
www.josschuurmans.comtwitter.com/joschuurmans
Let's have a conversation!
Q&A
http://www.cluetail.com
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