session 1a hamill - social media: the state of play

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Social Media: the State of Play

@drjimhamilljim.hamill@energise2-0.com

www.energise2-0.com

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#GFBWeek

Slides on www.energise2-0.com

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Today’s Conference

A conversation

not a broadcast

Theme is ‘learning

from experience’

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Today’s Schedule

Session Topic/Speakers

Session 19.30 - 10.15

The ‘State of Play’ – Dr. Jim Hamill, Prof Alan Wilson

QuestionsSubmit your questions

Session 210.30 - 11.15

‘Listen’ – Alan Stevenson, Ed Cochrane

Tea/Coffee 11.15 – 11.30

Session 311.30 – 12.15

Social Media in Action (1) – ‘Internationalisation’ –Jane Gotts, Aileen Lamb, Brian Inkster

Session 412.15 – 12.45

Q&A Session – ‘The Key Drivers of Social Media Success’

Lunch Break

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Today’s Schedule

Session Topic/Speakers

Session 513.45 – 14.30

Social Media in Action (2) – ‘Scottish Food and Drink’ – Lesley Wood, Craig Stevenson, Carol-Anne Doyle

Session 614.30 – 15.15

Social Media in Action (3) – ‘Celtic and Rangers’ –Tony Hamilton, Robert Boyle

Comfort Break15.15 – 15.25

Session 715.25 – 16.05

Social Media in Action 4 – ‘Maximising the Potential of Linkedin’ – Kenny Mulcahy

Session 816.05 – 16.30

Q&A Session ‘Next Steps’ and Conference Close

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Social Media: The State of Play

Where are you with social media?

What progress has been

made?

Where are you going?

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Our View on Progress Made

Interest and enthusiasm has grown rapidly

Channels are being set up

But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement, business impact and ROI

A broadcast mentality prevails…….

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What road are we on?

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Is there something fundamentally

wrong with our approach to Social Media?

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Something Wrong…..

Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are?

Is anyone listening anymore?

Have the rules of businesschanged?

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Be Social

New ‘mindsets’ are required to be successful in social media

‘BE SOCIAL BEFORE

DOING SOCIAL’

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The Five Key Things to

Remember about Social Media

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1. It’s a Revolution

A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ Internet

Content generated by the network for the network

We are no longer passive consumers of content/brand messages

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2. It’s Social

Marketing as a conversation; two-way dialogue

Conversations are already taking place on the cloudrelevant to your business –are you listening?

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3. Power Shift

Social media empowers

customers, empowers the

network

We no longer control the brand

The brand becomes the customer

experience of the brand –

experiences that are widely

shared online

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4. Declining Effectiveness

Declining effectiveness of traditional approaches to sales and marketing

Does anyone listen any more?

We are no longer passive sheep waiting to be ‘driven’ to your web site

If you treat us like sheep, we will tell youto ‘flock off’.

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5. The End of Business as Usual

New ‘mindsets’, new business approaches and new performance measures are required

NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe

This is something we are not very good at doing. We prefer telling people how good we are

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for

engaging with and energising customer and

network relationships

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‘Getting There’

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Avoid the Road to

Nowhere

‘Social Media Planning Pays’

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Social Media Strategy and Action Plans

• Use a simplified Balanced Scorecard approach to social media strategy development and implementation

• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects

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Develop a Strategy

• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• What are the key actions and initiatives you need to take?

• Organisation, resource and people issues

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Potential Business Benefits

of Social Media

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Potential Business Benefits

5 main areas:

• Market/Customer Knowledge & Insight

• Engagement & Reputation Management

• Enhanced Customer Experience and Loyalty

• Sales/Marketing Effectiveness, Efficiency and ROI

• Operations/ Internal Processes (open source and hosted apps)

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‘Be Customer Led’

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Be Customer Led

• Who are our customers, community, tribe?

• Where do they hang out in social media?

• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle?

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www.mashable.com

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Thank You

Talk with us

www.energise2-0.com

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Questions About Social Media?