Social Media: Engage Presentation delivered to Southern Cross Business Advisers, in Mildura, June 2011

1. Social Media: Engage! Mindshop Conference, June 2011 Fergal Coleman Twitter @symphony3think www.facebook.com/Symphony3 www.symphony3.com www.symphony3.com

2. Introduction “By 2015, the 20% of enterprises employing social media beyond marketing will lead their industries in revenue growth” Gartner, June 2011 The changing world How to approach social media and web2.0 It’s about your future business model Strategy first then tactics (examples) Your plan www.symphony3.com

3. Interact @symphony3think www.facebook.com/Symphony3 www.symphony3.com fcoleman@symphony3.com Tel: 0423 198184 Coffee www.symphony3.com

4. (R)evolution or (R)evolutions? “Every generation needs a new revolution.” Thomas Jefferson We are witnessing multiple revolutions right now… “Revolution doesn’t happen when society adopts new technology, it happens when society adopts new behaviours “ Prof. Clay Shirky author “Here Comes Everybody” www.symphony3.com

5. Worldwide Society is Changing – 17 years of Internet In four years to 2010, newspaper ad revenue dropped by 44.24% Revolution is Everywhere 1 out of 8 couples married in 2009 the US met online Manufacturing to China, Services to India, Philippines, Eastern Europe, etc

6. So Why Now? The Perfect Storm An analysis by Merrill Lynch claimed that cloud technology could make business applications “three to five times cheaper,” meaning that organizations could save anywhere from 67 to 80 percent (Greenberg, 2009). Rajen Sheth (2009) of Google projects cost savings of 67 percent for moving e-mail to the cloud In December 2010 there were 9,361,520 Australians actively using Facebook. The average session time for a user visiting Facebook was 28 minutes and 58 seconds. 366 million people (31 per cent of the population) in India had access to improved sanitation in 2008. 545 million cell phones are now connected to service in India's emerging economy. UN Report By 2013, mobile phones will overtake PCs as the most common Web access device worldwide Gartner www.symphony3.com

7. Changing Behaviours! www.symphony3.com

8. Does It Bring Back Memories? This Week Feb 3rd 2001 What can the dot.com era teach us about winners and losers? www.symphony3.com

9. We’ve Been Here Before There was a crash with lots of losers but some major winners Losers: Webvan.com, boo.com, pets.com V. Winners: Amazon, Paypal, Ebay, Seek, Wotif But trends and take-up levels have continued www.symphony3.com

10. The Big Picture: What can we learn? Think long-term Emergent and Realized Strategy (Mintzberg) Success will be determined over a period of years not months “Deliberate strategies provide the organization with a sense of purposeful direction. Emergent strategy implies that an organization is learning what works in practice. Mixing the deliberate and the emergent strategies help the organization to control its course while encouraging the learning process” www.symphony3.com

11. Why Social Media? The pay back comes quickly “Companies using the web intensively gain greater market shares and higher margins” - “The Rise of the networked enterprise: Web2.0 finds its payday” – McKinsey Quarterly Dec. 2010 Some averages from report 20% decrease in travel costs 20% improvement in marketing effectiveness 10% reduction in operational costs 15% decrease in marketing costs 18% increase in customer satisfaction 41% increase in employee satisfaction www.symphony3.com

12. 10% increase in productivity for small and medium businesses from Internet usage 2.6 jobs created for every 1 job lost 75% of Internet impact arises from traditional industries Small and medium businesses heavily using Web technologies grow and export 2x as much as others “The internet is still in its infancy” MGI Report, “Internet Matters: The Net’s sweeping impact on growth, jobs and prosperity.” May 2011 Internet-centred strategy works!

14. Fear of unknown

15. Fear of wasting time

16. Fear of wasting money

17. Fear of loss of control

18. Fear of loss of credibilitywww.symphony3.com

19. No wonder it’s daunting! www.symphony3.com

20. The Reality: Most not being strategic http://techcrunch.com/2011/05/13/gary-vaynerchuk-social-media-clowns-tctv/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29 2.10minutes www.symphony3.com

21. Social Media Framework Logical Boxes People Needs Who are you Serving? Where are they? What are they doing online? What drives them to engage with you? Customer Segment A Customer Segment B Employees Customer Segment A Customer Segment B Employees Why We Exist Mission Strategic Goals Core Values Vision Financial Profitability Improved Customer Service New customers More Efficient Processes Lower Costs Lower Customer Churn More $ per customer How We Do It Make (Services delivered) Communicate Engaging / Energising Talking / Informing Supporting Activities Supporting Listening Building Blocks Finance (Budget) 16 People Leadership Culture Skills +Training Data and Information Standards and Policies Social Media Policy Response Guide Risk Mgmt Technology (Tools)

22. Case Study: Kingston City Council “In the past we (local government) told the community what we were doing, we have now evolved to engaging the community in what we propose to do, but the expectation of the community today is that not only will they be engaged but they will directly influence and they will have control over what happens. This is not an unreasonable expectation.” John Nevins, CEO, City of Kingston. “Social Media in Everything We Do” www.symphony3.com

25. -Mayoral Blog- Twitter - Yammer Y/N Ideas (Prioritised) Y/N Working Group (cross-dept) Y/N Y/N www.symphony3.com

27. Better information sharing

28. No email trail with multiple document versions

29. Less paper

30. No IT overheadwww.symphony3.com

32. Parameters on what can be said about the organisation

33. Guidelines on how to respond to comments and opinionswww.symphony3.com

35. Direct line of communication to the CEO for employees

36. Learning internallywww.symphony3.com

37. Facebook Page www.symphony3.com

38. Coming soon or in prototype… LinkedIN Community Engagement Mayoral Blog Twitter YouTube/Video Department specific - strategies Training, awareness and more training! www.symphony3.com

39. Now, Where, How www.symphony3.com

40. Where are you now - Take the Questionnaire www.symphony3.com

41. Where do you want to be? Vision: In three years time how will social media be engaging your clients and empowering you and your organisation? Listening – Use social media to better understand customer needs. Talking – Use social media to spread messages about your business Energising – get your most enthusiastic customers to become advocates, using social media to increase word of mouth. Supporting – Support residents/local businesses or help them to support each other. Embracing – Integrate your customers into the way your organisation works How will it be helping my business? Discuss with a partner www.symphony3.com

42. How: What are you going to do? www.symphony3.com

43. How? Listening Listening Twitter LinkedIn www.symphony3.com

44. Find the Influencers 7 to 750 million Picked seven bloggers to attend a top secret “Midnight Webcast” They told tens of thousands of fans Mainstream media listened and reported Estimated 350 million people heard the news within 24 hours 2008 Who are the influencers in your community? Listen, comment, provideopinion using the social media they use www.symphony3.com

45. Can you provide the best advice about just one thing? www.symphony3.com

46. Test a service/process online www.symphony3.com

47. Support and EmpowerHR Block (getitright.hrblock.com) Jan – April 2010: 1.5 million visits 120,000 tax-related questions iPhone app: 28,000 downloads in Feb 2010 www.symphony3.com

48. Can you make your offering more engaging www.symphony3.com

49. Can you use social media in your consulting toolbox? www.symphony3.com

51. Mobile communication

52. Improved communication www.symphony3.com

53. Engage your customers – get them to help you www.symphony3.com

54. Measure Set clear KPIs and Measure them Relate them back to the business – leads, prospects sales Use the information to refine what you say www.symphony3.com

55. Syndicate www.symphony3.com

56. How: What are you going to do? In pairs Write down three strategies and accompanying actions in your OPP www.symphony3.com

57. Conclusion Believe in social media and web2.0 Be wary of the hype Think beyond tools and talking AT people Where do you want to be in 3 years time www.symphony3.com

58. Interact www.symphony3.com @symphony3think fcoleman@symphony3.com Tel: 0423 198184 www.symphony3.com