Post on 18-Oct-2014
description
Benjamin Ellis @benjaminellis
Why Should I Care?
Why Should I Care?
"Well-informed people know it is impossible to transmit the voice over wires.
Even if it were, it would be of no practical value."
"This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is
inherently of no value to us."
"Why would any person want to use this ungainly and impractical device when he can send a messenger to a local telegraph office and have a clear written message sent to
any large city in the United States?"
Why Should I Care?
"Well-informed people know it is impossible to transmit the voice over wires.
Even if it were, it would be of no practical value." - Boston Post, 1865
"This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is
inherently of no value to us." - Western Union internal memo, 1876
"Why would any person want to use this ungainly and impractical device when he can send a messenger to a local telegraph office and have a clear written message sent to any large city in the United States?" - From the report to the President of Western Union written by the committee charged with investigating potential purchase of Bell's
telephone patent for $100,000
The Business Case?
Source: National Statistics Omnibus Survey 2008;56 per cent of all UK households had a broadband connection in 2008
Tipping Point?Tipping Point?
Transitioning MediaTransitioning Media
Traditional | Digital | Social interruption > engagement > advocacy
you can't buy attention anymore
Internet advertising spendInternet advertising spend
exceeded TV advertisingexceeded TV advertising
#Fail?#Fail?
Me: BrandMe: Brand
You: CustomerYou: Customer
Anymore
Customers are not alone
What’s your marketing What’s your marketing R&D strategy?R&D strategy?
experimental > coreexperimental > core
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT
INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES,
VIDEO AND AUDIO _wikipedia_
Social What?Social What?
Platforms
Software
Social Graphs
People
Web 2.0 Enterprise 2.0 Business 2.0 Leadership 2.0 Blogging Semantic web Tagging Sharing Social Media Web 2.0 Enterprise 2.0 Business 2.0 Tagging Leadership 2.0 Semantic web Sharing Social Media Web 3.0 Enterprise 2.0 Business 2.0 API Leadership 2.0 Semantic web Tagging Sharing Social Media Web 2.0 Enterprise 2.0 Business 2.0 Leadership 2.0 Semantic web Tagging Sharing Social Media Web 2.0 Enterprise 2.0 Business 2.0 Semantic web Leadership 2.0 Tagging
Social ThingsSocial Things
The New Swan?
Or the ugly duckling?
Who’s Out ThereWho’s Out There??
“Information management solutions: communication and collaboration in a changing world”Continued Communication Survey 2009
“Information management solutions: communication and collaboration in a changing world”Continued Communication Survey 2009
“As a new generation enters the workforce, companies believe they’re on the horns of a dilemma: lock out the social networking sites and deal with discontented employees, or leave access unfettered and absorb a loss of productivity
But the issue isn’t black and white. As a communications medium, there may be benefits to taking advantage of online social networking for developing valuable professional relationships. Companies need to become educated on the nuances of the various utilities and develop strategies and policies that take into account both the risks and the benefits.” Jay Cline, Computerworld, 10 April 2008
AfraidAfraid??
• Information Security
• Brand Management
• Reputation
Short answer:Get Over It.It already happened.
Long answer:Your legal team became your new best friends.
The The RisksRisks
The The RisksRisks
http://redcatco.com/blog/marketing/dominos-pizza-why-everyone-is-in-pr-now-and-employee-engagement-matters/
Grew family business from $4 million to $50 million• $15,000 in Direct Mail = 200 new customers• $7,500 Billboard Ad = 300 new customers• $0 (Twitter/@garryvee) = 1,800 new customers
But: TIME and TALENTNB: businesses often offset skills shortage with excess cash
Gary Vaynerchuk
The The RewardsRewards
The BIGGEST ROI question:
Are your prospects, competitors or customers active on Social Media?
Not being there is likenot having a telephone
If they are…
What is It?
The Best Strategy?
Think Big Move Fast Act Small
Transitioning ChannelTransitioning Channel
Traditional | Digital | Social interruption > engagement > advocacy
you can't buy attention anymore
Continued Communication"You can't just say it. You have to get the people to say it to each other" James Farley CMO, Ford
37% of target audience were aware of the Ford Fiesta via social media before it's US launch.
25% of Ford's marketing spend is on digital/social media.
The Power of Search:Making the invisible visible
Objectives: Financial MetricsAlso: Behavior/Belief - Engagement/Interaction
Be careful what you measure
Listen – appreciative enquiry
Add Value - Engage
Measure
Build capability and community
BuildBuild
Building a CommunityBuilding a Community
BuyBuy BorrowBorrow
http://twitter.com/radiokateSeriously astounded that in 7 hours my tube fox photo has racked up more than 13,300 hits! I've another version here too: http://tr.im/GQbW
Benjamin Ellis @benjaminellis