social media forum - gavin heaton

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Signs on the Road AheadGavin Heaton // ServantOfChaos.com

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User generated

content

User generated

filtering

User generated distribution

User generated context

Four elements of social media

Social Consumer

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Which 3 signs will we look at?

Audience building

Curating influence

Layered experience

Anything else we can squeeze in!

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What are these

audiences

doing?

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http://www.flickr.com/photos/silvertje/484165708

“The Social Graph” -> We are what we tag ...

• 100 million tags are added to

Facebook photos each day

• Each #hashtag tells us

something about participants

• Each piece of profile information

reveals valuable data

Self identifying

Self locating

Self forming

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SocialBakers

It’s one thing to have a

Facebook page and have a

few followers, but how many

interactions are you getting?

SocialBakers measures

“people who talk about” your

brand on Facebook.

So who is doing well?

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An average day on

Facebook

http://jess3.com/the-state-of-facebook-infographic/

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But “social” is not just

Facebook

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But is there a “Social Business”?

“The Social Economy: Unlocking Value and Productivity Through Social Technologies” from the McKinsey Global Institute.

The business of “social media”

• $900 billion – 1.3 trillion in

annual value

• 1/3 share of consumer

spending influenced by social

shopping

• 20-25% improvement in

knowledge worker

productivity

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People have built powerful

personal brands in ways that businesses

are struggling to emulate

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The “4 BEs”

Be Found

Be Known

Be Trusted

Be Successf

ul

How do we ensure that our best sales leaders can Be Found, Be Known, Be Trusted and Be Successful?

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Associations are built on trust … but have lost their way.

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These people understand the way that the networks

work

But so too do associations

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Search / Buzz / Blogs / Social TV

Research /

Reviews / SocNets / YouTube etc

Group buy / online / mobile

Likes / Fans

Personal brand alignment

Most importantly, individuals have re-cast

the marketing funnel in a social mould

Awareness

Consideration

Conversion

Loyalty

Advocacy

Traditional Social

Social graph

Interest graph

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The trick is to use content to

drive interaction at each station

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Curated Content

The three Bs of curated content:*

Borrowed - adjacent topicsBought  - solution based contentBuilt - case studies, testimonials

* From cost-effective to expensive

Three Bs of Curated Content

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Dig Your Well Before You Need Water

Map audience presence

SeedCultivate

conversations

Harvest for impact

Who

Where

What

Footprint

Content

Value

Host

Engage

Ecosystem

Sourcing leads

Access to stakeholders

Influence

Insight

Feedback

Associations are fundamentally better at doing this than almost any other organisation. But it requires focus, strategy and execution.

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And mapping the sites and interactions against the

behaviours of the audience

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Our audiences are

creating, sharing

and distributing the

stories of our brands

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http://122.99.94.111/cases/0272-12.pdf

Advertising Standards to apply to user generated content (fans) on brand pagesDISRUPTION#1

This throws the onus upon all companies

to regulate all content that appears on a

promotional Facebook site, including what

is written by other Facebook users, to

ensure it is in compliance with the

Advertiser Code of Ethics. By extension,

other social media website pages will be

equally governed by this new approach.

AusFoodNews -> http://bit.ly/RnJfdF

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Five Impacts of New Media

1. Experts coming under pressure from new voices are early adopters of new technology

2. New organisations emerge to deal with the social, cultural and political changes

3. There is a struggle to revise the social and legal norms – especially in regards to intellectual property

4. New forms of language come into being

5. Educators are pressured to prepare their students for the newly emerging world

-- Elizabeth Eisenstein

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Social networks

amplify

behaviour at

scale!

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Did/do you ...

Update Facebook or Twitter during the night or as soon as you wake?

Check social networks BEFORE getting out of bed?

Get your news from social networks before TV / news sites?

Update your status / respond while going to the bathroom?

Or having a meal?

During sex?

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Are you amazed?

http://news.cnet.com/8301-27083_3-10469162-247.html

You may not have done this ... But

many of your customers, suppliers,

partners and employees

have

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Now, tell me ...

How many of your

organisations

restrict access to

social media?

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ABS in 2008:

Australians aged 15-64:

-13.5 million (2008)

- 16 million (2051)

Proportion of total population aged 15-64:

-68% in 2007

-57% in 2051

How will this impact your donor, endowment and volunteer pool?

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Associations must also continuously re-invent and re-connect

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We need to begin

curating influence

and managing

influencers

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•Timeline•News Feed•Ticker

Your Facebook experience across the web

The really big news is not the sites or the connections, but the Facebook Open GraphDISRUPTION#2

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http://mashable.com/2012/02/15/future-of-sharing-facebook-twitter-google

It’s what Zuck calls

“frictionless sharing”

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The web needs

human filters and

validators.

It’s “social

judgement”

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http://www.digitaltrends.com/social-media/flow-chart-how-news-of-osama-bin-ladens-death-spread-on-twitter/

It’s not one-to-

many,

it’s one-for-

many.

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We need tools to help us find the people to help us ...

Listen

Create

Filter

Distribute

Contextualise

And ultimately engage with our “social stakeholders”

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What we are

talking about is a

layered

experience.

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Your Business

SALESSocial SellingHR

Social Recruiting

COOSocial

Customer Service

MARKETINGSocial

Marketing

CHANNELSocial

Ecosystem COMMSSocial Public

Relations

Social media is not just about sales or marketing (pick a place to start)

Every organizational unit is being impacted by social

Sales or marketing is an obvious first step for most enterprises. Aberdeen Group recently reported (June 2011) that 53% of retailers are pressured by increased consumer use of social media.

But it’s not just about “listening” or monitoring, it’s about shadowing the constant shifts in customer affinity. Gain customer intelligence

Identify new sales targets

Develop closer relationships

Shorten buying cycles

Grow your prospect base

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Three Signs on the Road AheadGavin Heaton // ServantOfChaos.com