social media as social capital
TRANSCRIPT
David Rozman | BledCom 4.7.2014
Social Media as Social Capital
David Rozman Head of Digital Department at Si.mobil linkedin.com/in/davidrozman
Si.mobil, Slovenian mobile operator
680.000 customers
second largest market share
best brand character
a fun place to work
100.000 followers on social media
600 questions monthly from Facebook & Twitter 30 minutes is our average response time
10 agents qualified for social media support
We learned some things the hard way
Social media can be challengingIt‘s an earned media where customer's have took ownership of the conversation & expect fast response time to their questions
What is the value of social media for business?
Crowdsourcingempowering social media users for work of regular employees
ideassupport promotion
1
GifGaf
The mobile network run by you
100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members.
This approach has led giffgaff to earn 70% Net Promoter score and 91% customer satisfaction r.
Source: Giffgaff case studyusing community to build an entirely new kind of company
Social CRMbuild relationships with social media users
to turn them into brand advocates
2
Use social media to utilize personal influencea most powerful type of communication with more influence on public opinion than mass media
Two-step flow of communication theorymost people form their opinions under the influence of opinion leaders who in turn are influenced by the media
Source: Lazarsfeld, Paul, Bernard Berelson in Hazel Gaudet. 1944. The people's choice: how the voter makes up his mind in a presidential campaign. New York: Columbia University Press.
How?build relationships with social media users
to turn them into brand advocates
target areactive users on your SM
if
target are opinion leaders across SM
know their social capital
monitor their
engagement
Social CRM
and then build a managed relationship with themgive them recognition and make them aware of their contribution
How?build relationships with social media users
to turn them into brand advocates
target areactive users on your SM
if
target are opinion leaders across SM
know their social capital
monitor their
engagement
Social CRM
Who we are in social structure is determined by 4 types of capital we have and can obtain
Source: Bourdieu, Pierre (1986), ‘The Forms of Capital’, in Richardson, John G., ed., Handbook of Theory and Research for the Sociology of Education, New York: Greenwood.
economic cultural symbolic social
With Social Media, Social Capital became instantly measurable
NEW
Scores of Social Capital are catalysts for personal influence
I get free upgrades because of my influence on social media
Economic Capital
build relationships with social media usersto turn them into brand advocates
Social Capital
Thank you