corporate social networking

1 poke + 1 poke = 3 pokes

Just what is Web 2.0?

Web 1.0 … Talking AT people.

Web 2.0 … Talking WITH people.

But first…

The world is changing…

Just how are we going to survive?

Why is it exciting?

6 million + internet users in South Africa

2 million + broadband users (and climbing)

One of the world’s largest mobile infrastructures

1 in 6 Google Searches from South Africa

originate off a mobile phone.

1.4 million South Africans on FaceBook

Just how connected do you think we are? Or will be?

(Source: Arthur GoldStuck Research 2008)

So why is it so tricky?

So. What can WE do?

The problem: In Social Media, the base unit of

control is… the individual.

Makes segmentation tough eh?

The age old rule applies though: People will

congregate around RELEVANCE and VALUE…

Creating value & relevance

First up: yes, it’s a fad.

Second up: yes, it’s probably rubbish.

Making the wall simpler, 140 characters at a time...

Dangerous? Nothing is sacred

anymore...

Engagement Examples

Engagement Examples

Engagement Examples

DA WINS (but

not really!)

998 Followers

to the ANC’s

723…

The RB ChroniclesA day in the live of @RBJacobs on Twitter

A Case Study in 140 characters

RB, The FNB guy

A long time ago (6 months) in a universe far, far

away (social networking), a person called

@RBJacobs was born.

With a singular purpose: to open a new channel

of conversation with customers about…

“How can we help

you?” Brand Promise

Sponsorships and Events

Queries, Advice and Product Info

Market Intelligence

Who is RB (@rbjacobs)?

Modus Operandi

STEP #1: Listen!

A Bad day at the office...

A Good day in the sphere…

At least they’re asking!

Modus Operandi

STEP #2: Always respond (to the tricky stuff).

Modus Operandi

STEP #3.1: Respond Quickly.

Modus Operandi

STEP #3.2: Respond Quickly.

#brandplus = *****

Modus Operandi

STEP #4: When it get’s nasty – take it offline.

Remember not everyone is reasonable...

Modus Operandi

STEP #5: Be grateful for the warm and fuzzy (and

the new customers!)…

Modus Operandi

Step #6: Don’t worry if it gets random…

(Remember, there’s a lot of noise!)

Market Intelligence

The fees debate will continue ad infinitum. Why

not have your ear to the ground?

@RBJacobs. The Stats.

Following 454 “customers”

Has 337 followers

Has had 246 “conversations”

Prefers coffee black.

Enjoys assisting customers (but not really

talking about fees).

It’s not big in SA... Yet.

Where’s it all going?

A website is not somme a website anymore…

It’s the front gate to your customer community –

and needs to extend far past the front page and far into cyberspace...

Where’s it all going?

There’s a conversation going on. Are you

listening?

The 5 Rules…

Community before commerce. The community

exists for its own benefit, not yours.

Communication comes next. You're hosting the

event, but it's a cocktail party, not a lecture.

Place the community's interests above your own. The big picture is that a vibrant community will

help you, but getting to this place means sacrificing short-term interests. For example,

people should be able to freely discuss and endorse competitive products.

Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and

Marketing New Products and Services, Page: 141-142

The 5 Rules…

Tolerate criticism. This freedom produces two

desirable results: first, good public relations

because tolerating criticism on a company-

sponsored site is unheard of; second, free and voluminous customer feedback.

Encourage "personalities." Remember how one

of the keys to the success of MTV was veejays

with an attitude?

Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and

Marketing New Products and Services, Page: 141-142

And 1 Rule 2 Rule them all…

WHAT’S

IN IT

FOR

ME!?

Thank you for your time...

Think Big.

Pilot Small.

Talk With.

POKE ME:Web:www.andyhadfield.comEmail: andyhsa@gmail.comTwitter: www.twitter.com/andyhadfieldFNB: www.fnb.co.zaFNB RBJacobs: www.twitter.com/rbjacobs

By name on FaceBook, LinkedIn, FriendFeed, Flickr, Google and other social meta-bits.