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Similaire à Social Technologies In Your Business 14 Oct
Similaire à Social Technologies In Your Business 14 Oct (20)
Social Technologies In Your Business 14 Oct
- 1. Social Technologies (New Media) In Business: It’s more than just marketing! Presented by: Kathleen Phillips, Managing Director 14 Oct 2009
- 2. SALES MARKETING DELIVERY PR SERVICE HR FINANCE LEGAL IT This is probably a familiar business model … Shareholders Customers Partners Candidates Employees
- 3. We are experiencing challenges with hiring and staff retention. CEO CFO Marketing Director HR Director PR Director Sales Director CustomerService Director Delivery Director … but we have a GREAT company, with GREAT messages and associated stories! … and we have GREAT products, services and go to market campaigns! … and we have GREAT sales folks in the field. … and our overall customer feedback is very good. … and we keep making investments in technology based on the business requests. So why are we not achieving targets and/or beating the competition? … often resulting in unanswered questions
- 4. So what’s happening outside the organization? People are talking about you. Are you there?
- 5. Today’s Business Model Product Feedback Competitive Input Customer Service Input Organizational Ideas The NEW MEDIA business environment … … multi-channel and bi-directional communication. Sales PR/Marketing Customer Service HR
- 9. The Good: Establishing A Community
- 10. The Good: Brand Exposure
- 11. The Good: Competitive Tracking
- 12. The Good: Competitive Tracking
- 13. The Good: Product Development
- 14. The Good: Fostering Innovation
- 15. The Good: Customer Interaction
- 16. The Good: Customer Interaction
- 17. The Good: Job Posting/Searching
- 18. The Good: Candidate Sourcing
- 19. The Good: Candidate Sourcing
- 20. The Good: Candidates Finding You
- 22. The Good: Virtual Community
- 23. The Good: Virtual Community
- 25. The Ugly: False Branding?
- 26. The Bad: Failure to participate
- 27. The Bad: Crossing Lines?
- 28. The Ugly: Reputational Impacts Source: http://money.cnn.com/galleries/2009/news/0908/gallery.office_etiquette_tips/11.html
- 29. The Ugly: Reputational Impacts
- 30. The Ugly: Reputational Impacts
- 32. Cisco: A well organized approach
- 33. Cisco: A well organized approach
- 34. Be prepared for Virtual Worlds
- 36. … and virtual trade shows
- 37. Managing, monitoring, translating and analyzing chatter …
- 38. Managing: Policies and Education Are Critical
- 40. “ YourWebBrand”: monitoring, translating, and analyzing social media, surfacing emerging themes, identifying problems
- 41. … with online and printed reports
- 44. Thank You Email: [email_address] URL: www.biztechconnect.hk
Notes de l'éditeur
- Functional silos Consituents kept at arms length Information FED to constituents
- While each of the functional heads appears to have their respective departments under control, sales targets and/or competitive positioning may be slipping.
- Many corporations who have embraced new media have done so as part of a marketing strategy, which is only a tiny proportion of what is required today. However, while Gen Y employees understand the NEED and VALUE of new media, many of their Baby Boom and Gen X colleagues are still coming to grips with the use of digital channels in reaching, and responding to target audiences. The many ways for companies to involve themselves using social technologies are as varied as the reasons they may do so. Whether it’s to better connect with customers, attract more media attention, source product ideas or candidates, social web participation can offer many benefits. Social networks, such as LinkedIn are like muscles. The more you use them, the more you’ll get out of them. The power of social networks is founded on its size and strength.
- Unlike the communication channels of the past, this new multi-channel and bi-directional communication can be powerful and dangerous, without the right policies, education and enforcement in place.
- In order to be effective, social networking in business must consist of four steps: listening, interacting, reacting and selling. Without listening, the other three steps will not achieve any degree of success.
- 1. Look at the networks of your most satisfied customers. Identify prospects who may have similar needs and use your relationship with the satisfied customer to fuel your contact. This can be done by contacting the prospect directly and highlighting your shared contact (aka satisfied customer). Or, you can ask your satisfied customer to make an introduction on your behalf.
- SW Airlines uses videos for promotional, training and safety awareness reasons, all of the above increasing brand awareness and a sense of “caring” among customers and prospective customers.
- Understanding early product trends to better plan production using sentiment analysis. Users distribute quick thoughts, news and ideas and this broadcast element of Twitter (microblogging). Each message can be considered a very small blog post. Users select other "Twitterers" to follow or receive their messages. Gartner has identified four different ways in which companies are making use of the Twitter application: direct, indirect, internal, and signaling. Direct: They "tweet" about corporate accomplishments, distributing links to press releases or promotional Web sites, and respond to other Twitterers' comments about the brand. Indirect: Good Twitterers enhance their personal reputation by saying clever, interesting things, attracting many followers who go on to read their blogs. As people enhance their personal brands, some of this inevitably rubs off on their employers. Internal: DO NOT USE. Yammer and Present.ly, unlike Twitter, focus on businesses, and only individuals with the same email domain can join a given network. Yammer is Twitter with a business model. Created by an existing company, Geni, to scratch its own itch, Yammer takes the familiar Twitter messaging system and applies it to internal corporate communications. There is such a huge demand for this type of service that 10,000 people and 2,000 organizations signed up for the service the first day it launched on Monday. Anyone with a corporate email can sign up and follow other people in their company. But if a company wants to claim its users, and gain administrative control over them, they will have to pay. It’s a brilliant business model. Twitter might end up being the latest fad to burn out after an initial period of promise. However, it has struck a chord among sufficient numbers that it needs corporate attention and policies. Employees need to understand its potential for misuse and corporations need to understand its potential value. Source: Twittering in the enterprise by Jeffrey Mann, Gartner Research, 22 Sep 2009 (http://www.enterpriseinnovation.net/print/4219 )
- Inbound Signaling: Twitter streams provide a rich source of information about what customers, competitors and others are saying about a company. Search tools like search.twitter.com or the twhirl application can scan for references to particular company or product names. Savvy companies use these signals to get early warnings of problems and collect feedback about product issues and new product ideas.
- ÜberTwitter is a company devoted to delivering highly functional Twitter clients for mobile devices. - Ability to optionally update your Google Talk status with your last tweet, making your tweets reach a wider audience then just people following you on Twitter - Automatically update your location based on the cell tower information provided by your phone, no GPS hardware required, click here for an example - Send videos embedded in your tweet - See everyone who is tweeting near you
- HP created an online community of creative, aspiring Asians. A great way to foster innovation for the company and identify talent.
- Comcast has established three company representatives to react to Twitter posts Starbucks using Twitter to post new product information and direct Twitters to complete their survey. Ford using Twitter to advertise sales activities and to link to blogs of Ford customers telling their stories … positive and negative. Johnson & Johnson launched a social networking community for its top suppliers that includes updated delivery requirements, a centralized location for downloading paperwork, and a way to connect quickly with key, relevant contacts if questions come up.
- SW leverages the customer based knowledge and experience base, fusing it with their support organization. It is also valuable for developing a co-creation strategy where customers are far more involved in the early product design reducing risks of failed products.
- One of the reason Facebook is so popular among recruiters, employers and job seekers is because of the many features it provides. Search for a term relavent to the role or candidate background. This allows you to connect with like minded people and build a relationship with them which can help you find a jobs and candidates later. Pages and groups help to narrow things down.
- EMC is a leader in using social technologies in business, starting with online recruitment fairs, similar to the one we will hopefully look at later.
- The District of Columbia has won the 2009 Innovations in American Government Award in Urban Policy for its Data Feeds: Democratization of Government Data project, the first initiative in the country that makes almost all current government operational data available to the public in real-time, raw form. Using social networking capabilities and aimed at increasing civic participation, transparency and accountability, the program has relieved some of the burden on the city’s infrastructure. This virtual town hall offers citizens access to current government information along with avenues for involvement and collaboration through social networks.
- This online site allows users to subscribe to real time data feeds of information ranging from public space permits and completed construction projects to juvenile crime data and government employee credit card transactions. Strategically opening up data access can mean more grass-roots employee innovation and, for a real ROI, fewer internal and external support calls. So how can IT provide an efficient service to the organization, track its performance and free up time to work on other projects? In the case of D.C.’s Data Feed project, the office of the CTO led the initiative and supplied the raw data (housed in the district’s Citywide Data Warehouse) to over 320 data feeds. The publicly accessible information has meant less time spent handling questions and requests. Real-time data feeds on building permit information, government employee credit card transactions, crime data and virtual town halls give D.C. residents access to a lot of data.
- Awareness and sensitivity are key.
- Lack of responsiveness caused UAL problems in this situation
- http://socialmediagovernance.com/policies.php
- RarePlay's Brandcastir platform allows marketers to create and schedule dynamic, real-time stories and news alerts which are weaved through popular social media destination sites including Twitter, YouTube, Flickr, FaceBook, and MySpace. In addition, these same messages can be pushed into hundreds of regional social media sites and niche communities around the globe.