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Business and the social web
1. Business and the social web
Stuart Bruce
UK’s Outstanding Small
Consultancy
2.
3. Samsung
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5. EVERY SECOND
Two new blogs created Two million emails sent
Seven new PCs sold
1,157 videos viewed
on YouTube
Seven people log-on for
the first time
23 Twitter messages sent
Inspired by Dell’s Kerry Bridge
6. “The era of mass media is giving way to one of personal
and participatory media, that will profoundly change both
the media industry and society as a whole”
quot;Eventually, most businesses will use blogs to
communicate with customers, suppliers and employees“
Bill Gates, Microsoft
quot;It is difficult, indeed dangerous, to underestimate the
huge changes this revolution will bring or the power of
developing technologies to build and destroy - not just
companies but whole countries.quot;
Rupert Murdoch, Chairman, News Corporation
8. GARTNER HYPE CYCLE
Twitter
Facebook
Visibility
Websites
E-commerce
Blogs
Second Life
Audioboo
Technology Peak of Inflated Trough of Slope of Plateau of
Trigger Expectation Disillusionment Enlightenment Productivity
Inspired by Microsoft’s Tom Murphy
9. OUTREACH
OBJECTIVE
Transparent, candid and quick
communication
RESULTS
Join conversations on hundreds
of blogs
VERY positive customer
responses
Pay attention regardless of size
of blog
Negative sentiment has dropped
nearly 30% since August ’06.
10. RESOURCE
OBJECTIVE
Transparent, candid and
timely communication
RESULTS
More than 400,000 unique
visitors every month
100-200 comments per week
Expanding:
English, Spanish, Chinese, Japa
nese, Norwegian
11. LISTEN AND ACT
OBJECTIVE
Encourage
ideas, feedback, input and
dialogue
RESULTS
More than 11,000 ideas
generated by the community
Dell has implemented more
than 300 ideas
Integration: new Facebook
applications
13. ISSUES MANAGEMENT
ISSUE
Stop the Great HSBC Graduate
Rip-Off!
RESULT
Almost 6,000 members
Mainstream media coverage
HSBC admitted defeat and
backed down
14. OUTREACH
Number one watched programme on BBC iPlayer for two weeks after event
Theme song watched more than 144,000 times on YouTube
Exclusive previews seen more than 91,000 times on YouTube
… even an executive interview watched more than 6,000 times!
15. OBJECTIVE
Catch up and beat other
competitors who ‘did’
social media first
RESULT
“a master class for
companies to actually
implement social media
strategies” - Somesso
17. LISTEN
METHODOLOGY
Seeded survey with 21 blogs
RESULT
More than 200 responses within 24
hours
“This is great news and really a great
initiative. I’ve been begging Sony
Ericsson to get something like this
started for ages now”
“I’m quite happy that companies like
SE also discover blogs and bloggers as
a valuable media source”
18. BUILD
OBJECTIVE
Create a trusted community for
two-way dialogue
RESULT
Almost 255,000 unique visitors
… with almost ¾ million page
views
More than 1,115 comments
More than 209,000 related links
First page of Google for seven
out of 10 key target phrases…
… and the top result for three
19. OUTREACH
OBJECTIVE
Increase awareness of
World View competition
RESULT
Target Result
25 blog 233 blog
partners partners
10,000 page 274,122
impressions impressions
10 countries 32 countries
20. C-suite
Chief Executive
Corporate
Social media
communications
Human
resources
Legal
Marketing
Customer communications
services
21. REMEMBER
Think like a customer
Your business units don’t matter to customers
A conversation involves listening
Never try to hide the negatives – you’ll fail
Respond in minutes and hours, not days and weeks
If you say it, then meant it
Your community owns your brand and messages
It’s public relations