digital agenda 2012 keynote axel
DESCRIPTION
Keynote as presented at Digital Agenda Assembly 2012, including proposal to stimulate SMEs leveraging social media for more growth and creating additional jobs.TRANSCRIPT
Axel SchultzeSocial Media Academy
Social Media – Where To Go?
From experiments to purpose driven business
• 2003 LinkedIn starting Beta
• 2004 Facebook goes live
• 2006 Twitter changes news distribution
• 2007 Demarkation between personal and business gets very blurry
• 2008 Obama‘s US presidential campaign
• 2009 Businesses promote their social presence
• 2010 Year of social media for business
The fear of being not mentioned takes over the fear of getting negative mentions
• 2011 Mid market gets to strategic cross functional engagement
• 2012 Integration of distribution channels
US versus EU
Social media engagement *• Wal-Mart $13B
• IBM $12B
• Cisco $8B
• Verizon $6B
• Pepsi Co $5B
• Walt Disney $4.4B
• UPS $3B
• Wells Fargo $2B
• Starbucks $.3B
• Southwest Airlines $178M
• Zappos (n/a)
No social media engagement *• General Motors -$30B
• Citi -$27B
• Ford -$14B
• Delta Airlines -$8.9B
• Macy’s -$4.8B
• Sprint -$2.7B
• US Airways -$2.2B
• OfficeMax -$1.6B
• Hertz -1.2B
• Wendy’s / Arby’s -$0.4B
• United Airlines (n/a)
Social Business vs. profitability
* = Based on sentiment analysis (social media monitoring).
Millions of recommendations drives billions in revenueThousands of ignored rants drive billions of losses
Democratization of Influenceon a global scale
Contributor
DA12social Preparation
• Focus: Business Relevance!• Strategy crowd sourcing
– A team of 30 strategists– Additional 250 contributor– Roughly 1,000 pages of research
• Identifying the 3 most important industries/country, perception on social media for business and opportunities to go after
DA12 Social Media Objective
• Objective: Job creationStimulate small and medium size businesses / start-ups leveraging social media to create a sustainable growth, additional jobs and being able to compete in a global market plus integrating public sector in the initiative.
DA 12 Social Strategy• Initial Focus:
Growth by Export• Helping the mid market to
expand across Europe leveraging Social Media
• Helping startups to gain attention across Europe
• Integrating the public sector in the very engagement
Fascino Group Guangzhou China
Results by 2013
• 100 Social Media strategists, 2+ in every EU country
• 5.000+ businesses and startups engaging
• Open competition for customer experience leadership
Thank You
http://XeeMe.com/AxelS