Social Media & Business

The Business Case for Web 2.0 & Social Media

Marcus Kuhn December 7th 2009

What are today‘s goals?

To answer the following questions:

What is Web 2.0 & Social Media?

What has Social Media to do with business?

What are Best Practices in SocialMedia use?

The history of the Web

© Chris Harrison

© CERN

The CERN faced a specific problem: How to distributemassive amountsof data andresearch findings

© CERN

Tim Berners Lee:Invented theWorld Wide Web at CERN in 1991

© Matt Britt

The Web is basedon the Internet.

And it is huge!

© informationarchitects.jp

Social Media is built on top of…

Internet

World Wide Web

Web 2.0

Social Media

© Flickr: davidmarcus

What is Web 2.0?

© Markus Angermeier / Tim O‘Reilly

1998blogger.com

Some Web 2.0 Applications

Some Web 2.0 Applications

2001en.wikipedia.org

Some Web 2.0 Applications

2004flickr.com

What is Social Media?

Social Media is „an umbrellaterm that defines thevarious activities that

integrate technology, socialinteraction, and the

construction of words, pictures and audio.“

Source: wikipedia.org

It is all about the dialogue. The dialogue going on 24/7 online on various

web properties.

Source: theconversationprism.com

Examples

• Communication

- Blogs, Micro-Blogs, Social Networks

» e.g. Blogger, Wordpress, Twitter, Yammer, Facebook, LinkedIn

• Collaboration

- Wikis, Social Bookmarking, Social News

» e.g. Wikipedia, PBwiki, Delicious, Google Reader, Digg, Reddit

• Multimedia

- Photo sharing, Video sharing, Media streaming

» e.g. Flickr, Picasa, YouTube, Vimeo, Skype, Pandora, Last.fm

Source: http://en.wikipedia.org/wiki/Social_Media#Examples

Source: Erik Qualman; Socialnomics

Social Media Revolution [Video]

Some Statistics

2/3 of the internet‘s populationvisit Social Networks & time spent on Social Networks isgrowing 3x the overall Internet rate.

Internet Population: 1.3 billion

Time on SN: 10% of time online

What do you think?

Is Social Media a fad?

What can Social Media do for you?

Social Media can helpwith…

Public Relations© Whitehouse

Customer Service

Loyalty Building© Flickr: Matt Dinerstein

Collaboration© Flickr: varvara lozenko

Networking

Thought-Leadership

Customer Acquisition© Flickr: Matt Dinerstein

How to do it!?

Listen

© Flickr: CarbonNYC

Engage

© Flickr: Juddejah

Measure

Source: ttoes.wordpress.com

© Wordle

Enterprise 2.0

Enterprise 2.0 is theapplication of Web 2.0 in businesses.

And there is quite a few people whothink that it is a broader shift of

company cultures.

Source: McKinsey

Enterprise 2.0 [Video]

Enterprise 2.0

• Changing the way we work

• Top-down singnaling needed to get it started» „Find pockets of energy and use them!“

• If we build it they will come falacy

• CIOs role is to inform and lead the initiative

• If you are managing people Enterprise 2.0 toolsare your friend

• Measure by setting goals.

An example needed!?

Namics Intranet – 07. 12. 2009namics.com

What do you think?

Do you see Enterprise 2.0 in your

organization?

Social Media Business Cases

Source: YouTube

United (breaks guitars)[Video]

United [breaks guitars]

The Video was watchedmore than 6 million times.

United obviously was not listening.

The losses can only beestimated…

What do you think?

Was this the rightthing to do?

What would youhave done?

Source: YouTube

Disgusting Dominos People [Video]

Source: YouTube

Dominos‘ response [Video]

Dominos

It was shaping up to be a PR disaster.

But: Dominos was able to limitthe damage by acting proactivelyand going into the offense.

They listened and engaged.

Dell

Source: twitter.com/delloutlet

Dell early on understood thepower of Twitter.

Custom offers to Twitterenabled Dell to easilygenerate business with only a few employees.

Dell – Making 3 millions…

Swiss Federal Railways (SBB)

Source: Namics

SBB proactively engages thecustomer to let him knowabout service distortions andhelps them to circumventthem. Result: A happy customer and a lot of PR.

SBB

Candidacy of Barack Obama

Candidacy of Barack Obama

Wrapping Up & Outlook

What were today‘s goals?

Answer the following questions:

What is Web 2.0 & Social Media?

What has Social Media to do with business?

What are Best Practices in SocialMedia use?

Six Social Media Trends for 2010

less social

more corporate

more business

more regulated

more mobile

replacing emailSource: David Armano

Questions

Thank You!

Marcus Kuhn

marcuskuhn@gmail.com

twitter.com/marcuskuhn

facebook.com/marcuskuhn

geekybusiness.com

Some numbers

• 13 hours of video are uploaded to YouTube every minute

• 5,000,000,000 minutes are spent on Facebook every day

• 13,000,000 articles are available on Wikipedia, 250 editshappen every minute

• 3,600,000,000 pictures are stored on Flickr

• Twitter grew 1382% from January to February 2009

• 93% of Social media users believe a company should habe a presence in Social Media

• 85% of Social Media users believe that a company shouldgo further than just having a presende on social sites andshould also interact with ist customers.

Source: What the F**K is Social Media: One Year Later

Some numbers…

• You see it is supposed to be a dialogue, not a monologue.

• The big problem of marketers: They don‘tunderstand channels where you have to talk andlisten and the same time.

• For companies resistance to social media is futile:- Millions of people are creating content for the social

web.

- Your competitors are already there.

- Your customers have been there for a long time.

- If you business isn‘t putting itself out there, it ought tobe.

Source: BusinessWeek

Remember - Social Media is…

…not just anotherchannel to market

your products.