Scanlon social media 2010

The Impact of Social
Media on your Future

Natasha Tong
Culture and Leadership Summit
People, Power and Progress
05.25.2010

TEXT
QUESTIONS
612.770.7710
Twitter Hashtag
#Scanlon

“Social media is a term used to
describe the type of media that
is based on conversation and
interaction between people
online. Where media means
digital words, sounds & pictures
which are typically shared via
the internet and the value can
be cultural, societal or even
financial. ”(Wikipedia, 2010).

Are you participating in…
SMS
(Text
Audio Message) Micro
Blogs

Photos
Sharing
Wikis
“Conversations”
Social Media
Blogs Platforms Collaborative
Tools

Video Social
Sharing Networking
Event
Planning

Intrinsically or Extrinsically Use
of Social Media

Personal Professional Enterprise

Self Corporation
Self
Colleagues Association
Family
Clients Foundation
Friends
Vendors Schools
Work mates

Information is at
near real time

COST OUTCOME
QUALITY CONTROL
TIME VALUE

Are you missing out
of an opportunity if
you don’t do
anything?

Spending to Hit
$3.1 Billion by 2014

Source: Forrester Research

Scanlon Principles

Identity
Participation
Equity
Competency

IDENTITY
Outside Your Organization

• Messaging and Branding
• Listening (Intelligence Gathering)

PARTICIPATION
Inside Your Organization

• Leverage Knowledge
• Create Intelligence
• Conversations
• Listening

Nielsen Top 10 Social Media Site Stats
Apr-08 Total Apr-09 Total Year-over-Year
Site
Minutes (000) Minutes (000) Percent Growth
Facebook 1,735,698 13,872,640 699
Myspace.com 7,254,645 4,973,919 -31
Blogger 448,710 582,683 30
Tagged.com 29,858 327,871 998
Twitter.com 7,865 299,836 3712
MyYearbook 131,105 268,565 105
LiveJournal 54,671 204,121 273
LinkedIn 119,636 202,407 69
SlashKey N/A 187,687 N/A
Gaia Online 173,115 143,909 -17

Stats as of June 2009 Go to Nielsen.com >

Three Components of Social Media
1. Concept 2. Media 3. Social interface
• Art • Physical • Intimate direct
• Information • Electronic • Community
• Elements of • Verbal engagement
cultural ideas • Social viral
• Electronic
broadcast or
syndication
• Other physical
media such as print

Facebook Traffic Conditions
People on Facebook
• More than 400 million active users
• 50% of our active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 500 billion minutes per month on Facebook

Activity on Facebook
• There are over 160 million objects that people interact with (pages, groups
and events)
• Average user is connected to 60 pages, groups and events
• Average user creates 70 pieces of content each month
• More than 25 billion pieces of content (web links, news stories, blog posts,
notes, photo albums, etc.) shared each month.

Global Reach
• More than 70 translations available on the site
• About 70% of Facebook users are outside the United States
• Over 300,000 users helped translate the site through the translations
application

See Statistics via Facebook.com >

Are Businesses Benefiting
From Social Media?
Social Media Business Case
Studies

Social Media Case Study
Equine Dentist Builds Relationships With
Facebook

BRAND
(Emotional
connection to
be seen as a
human being)

Facebook alone has generated about
100 leads and 10-to-15 customers

Equine Dentist Builds Relationships
With Facebook, Rick Burnes,
Mashable.com, 5/21/2010

How do you turn a regional service
business into an international destination
for industry thought leadership?
Facebook.
At least that’s what worked for Geoff Tucker, an equine dentist based in Palm City, FL.
In a business driven by relationships, Geoff says that Facebook allows him to build new
ones. “People do business with people who they’re friends with. Period,” he says. “And
Facebook is a great way to get to know people. It allows people to see that I’m a person.”
As he builds these relationships using social media, Geoff is also expanding his
company’s reach. He says it was his blog (), his Twitter feed, and his Facebook account
that helped him win appearances on Horse Talk Radio and HorseGirl.tv.
So what’s this done for his business? Geoff says that over the last year, Facebook alone
has generated about 100 leads and 10-to-15 customers.

Steel Building Manufacturer Taps New
Verticals

Messaging
(Photos of
solutions to new
customers)

Chicken farmers and woodworkers don’t typically think to use
steel buildings, but when friends and colleagues share pictures
of their SteelMaster buildings on Twitter and Facebook, the
farmers and woodworkers become interested

Steel Building Manufacturer Taps New Verticals,
Rick Burnes, Mashable.com, 5/21/2010

As a manufacturer of prefabricated steel
buildings, SteelMaster was initially hesitant to
get involved in social media.
“It’s steel buildings,” explains Michelle Wickum, director of marketing for the Norfolk, VA
company. “How is that going to tie to Facebook? It doesn’t make a lot of sense, but when
we looked at the growth in Facebook and social media, we felt we had to get our arms
around it.”
About a year ago, SteelMaster put its first toe into the social media water. The company
discovered two important applications for their business. First, they found that Facebook
is an excellent way to post pictures of customers’ steel buildings. Not only do the pictures
engage existing customers — they also demonstrate to prospective customers the range
of uses for SteelMaster buildings. “Photography for us is the hook,” Michelle explains.
Perhaps more importantly, SteelMaster found that social networks like Twitter and
Facebook gives it exposure to and create demand in specific verticals where it previously
had little traction. Chicken farmers and woodworkers don’t typically think to use steel
buildings, but when friends and colleagues share pictures of their SteelMaster buildings
on Twitter and Facebook, the farmers and woodworkers become interested.

Full Social Media Integration for
Marketing Paint

Messaging
(Customer
Intimacies and
Global Reach)

Social media is now one of Idea Paint’s largest sources of leads
and traffic — and it is growing steadily. Meanwhile, the
company’s Twitter and Facebook reach grew 70% in Q1 2010,
and is expected to grow an order of magnitude in Q2

Full Social Media Integration for Marketing Paint,

Idea Paint is a Boston-area startup that sells
paint that turns surfaces into dry-erase
boards. The company uses social media
throughout its sales and marketing process.
The company blog, where employees publish videos, images and stories of product
installations, is the hub of Idea Paint’s social media activity. The company uses Twitter
and Facebook to share content published on the blog — then to listen to, respond to, and
interact with the community that content engages.
Marcus Wilson, Idea Paint’s head of marketing, says this system gives the company a
level of customer intimacy and global reach and that was unheard of 10 years ago.
What’s this mean in terms of business results? Social media is now one of Idea Paint’s
largest sources of leads and traffic — and it is growing steadily. Meanwhile, the
company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow
an order of magnitude in Q2.
Idea Paint produced this video (on Mashable.com) on their social media strategy,
exclusively for Mashable readers.

Leading the Online Aviation Maintenance
Discussion

Conversations
and Listening
(Create Trust)

The company discovered that the new medium could be a way
to positively shape the conversation — to add its perspective
and improve the industry’s damaged reputation.

Leading the Online Aviation Maintenance
Discussion, Rick Burnes, Mashable.com,
5/21/2010
In November 2008, a handful of auto
executives flew their private planes to
Washington, DC to testify before Congress
in support of federal aid for their industry.
This perception of corporate excess created an outcry, and the private aviation industry’s
image was damaged.
At that time, aircraft maintenance and support company Duncan Aviation had just started
using social media. The company discovered that the new medium could be a way to
positively shape the conversation — to add its perspective and improve the industry’s
damaged reputation.
Beth Humble, now Duncan’s social media lead, explains that while social media is an
important part of Duncan’s strategy, the company doesn’t aspire to create a Comcast- or
Coke-like presence on the social web. Instead, the goal is simply to influence the right
people.
“There are a lot of industry people that we network with that are on Twitter: Journalists,
other aviation bloggers, and industry and media outlets,” Beth explains. “If you connect
with the right few people, you can really get in there and connect with thousands of
people.”

Integrating Twitter Into the Paper Selling
Process

Conversations
and Listening
(Create Trust)

Today the company has 10 sales representatives across the
country using their personal Twitter accounts on behalf of
Neenah to close new business.
.

Integrating Twitter Into the Paper Selling Process,

One year ago, the marketing team at
Neenah Paper, a manufacturer of
high-quality paper products, confronted a
growing problem: It was becoming harder and harder to reach new potential customers.
Their traditional channels — phone conversations and in-person meetings — were not
working as well. Prospects were tuning them out.
Jamie Saunders, Neenah’s marketing communications manager, noted that most of the
company’s potential customers — designers, graphic artists and printers — were
spending their time in front of their computers, and that social media could be a way to
better engage them.
So Neenah took a step into the social media world. While the experiment started with
Neenah’s marketing team, its sales team was one of the biggest beneficiaries. They
discovered they could do prospecting and nurturing via Twitter. Today the company has
10 sales representatives across the country using their personal Twitter accounts on
behalf of Neenah to close new business.
Jamie says these sales reps are finding that social media is simply a more effective way
of engaging with their prospects. “It’s an invitation to have a conversation. You’re getting
permission to have a conversation — a conversation that used to happen in person.”

Piper Aircraft Launches PiperSport Light Sport
Aircraft on YouTube, Facebook and Twitter on
Jan, 2010

Messaging and
Increased
Awareness
FAST

• PiperSport YouTube channel, have been viewed 22,808 times.
• PiperSport has 4,886 fans on Facebook, a large percentage of whom
are active, engaged, and contributing to the community with photos,
news, insight, reviews, and enthusiasm.
• Major aviation journalists and bloggers are following PiperSport on
Twitter.
• At least one $140,000 airplane has already been sold online

Social Media Case Study: Piper Aircraft Launches PiperSport Light Sport
Aircraft on YouTube, Facebook and Twitter, Greg Jarboe, February 2, 2010

Can you use social media to sell a $140,000 product? In January 2010, Piper Aircraft
launched the PiperSport Light Sport Aircraft, an entry-level airplane offering features and
performance normally found in more expensive, high-end aircraft. To support the launch
at the Sebring U.S. Sport Aviation Expo 2010, Piper Marketing Director Jackie Carlon
commissioned:
• a PiperSport Light Sport Aircraft channel on YouTube,
• a PiperSport Light Sport Aircraft page on Facebook, and
• a PiperSport feed on Twitter.
Less than two weeks ago, no one had ever heard of the PiperSport. As of today:
• Videos about the PiperSport, posted on the PiperSport YouTube channel, have been
viewed 22,808 times.
• PiperSport has 4,886 fans on Facebook, a large percentage of whom are active,
engaged, and contributing to the community with photos, news, insight, reviews, and
enthusiasm.
• Major aviation journalists and bloggers are following PiperSport on Twitter.
• At least one $140,000 airplane has already been sold online through an Internet link,
and many people who discovered the PiperSport through social media are in sales
conversations with Piper or its dealers.

Microsoft Sales Force Uses Social
Computing to Share Expertise, Drive
Sales
Increase
Intelligence
(Any Time, Any
Place Learning
Environment)

“With a social computing environment, we achieved
our goal to increase the amount of knowledge that is
shared within Microsoft,” says Fourrage. “And we are
spending less money to deliver a better service.”

Microsoft Sales Force Uses Social Computing to Share Expertise, Drive Sales,
Microsoft Corp.

Microsoft sales professionals couldn’t find the time to attend the online sales and
technology courses offered by Microsoft Academy because they are on the road all day,
visiting customers. They needed a convenient way to consume information that they
could integrate into their daily lives. The Academy used Microsoft® Office SharePoint®
Server 2007 to create a social computing environment called Academy Mobile, where
sales representatives create and share podcasts. Academy Mobile helps drive sales
excellence by facilitating the exchange of shared ideas, innovations, and best practices.
Microsoft sales professionals have enthusiastically integrated Academy Mobile into their
work lives. “With a social computing environment, we achieved our goal to increase the
amount of knowledge that is shared within Microsoft,” says Fourrage. “And we are
spending less money to deliver a better service.”
“I’m excited by how people have already embraced the concept to improve learning
among sales professionals,” says Fourrage. “Today, Microsoft
employees use Academy Mobile to foster
innovation, share best practices, build
supportive communities, and make more sales.”

Where do I start?
Where are my
k? customers…?
F aceboo
In ?
Linked ?
Blogs… What is the valu
e
or outcome?

Is Social Media for You?
“Yes” answers here “No” answers here
indicate SMM may be right indicate you may have
for you: SMM homework:
1. Are you interesting in 1. Are your
creating a conversation? clients/employees online?
2. Are you interested in 2. Do you have a content
creating awareness? strategy / value
3. Are you interested in proposition?
finding and energizing 3. Do you have
advocates? time/resources to develop
4. Do you want to use social relationships?
media to listen to clients 4. Do you have the tools or
and employees? plan to integrate social
media?

Thanks.
Thanks
Natasha Tong

C 612.770.7110

E ntong01@gmail.com

W mindfulinnovation.com

Twitter @ntong

Presentation slideshare.net/mindfulinnovation

Scanlon social media 2010

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