Post on 06-Dec-2014
description
Social media conclusion
« Is it a fact -- or have I dreamt it -- that, by means of electricity, the world of matter has
become a great nerve, vibrating thousands of miles in a breathless point of time?»
[Nathaniel Hawthorne]
Trillion of web pages in 2009
social media landscape
Katie Laird – The social Media for business
• img\workPraticeEvolution.PNG
Katie Laird – The social media for business
anytime
anywhere
brands used to control communication about them…
… due to their strategic position in the information flow
Message
but we filled structural holes…
Message
… which weakened brand voice...
Message
… and empowered costumers !
Message
new communication networking
[Social media for business]
[Social media for business]
[Social media for business]
[Social media for business]
[Social media for business]
[Social media for business]
[Social media for business]
you are here
google gold triangleand you should be there
become visible
++
reputation management?
they talk about you…
how to prevent this?
listen
select
Pareto: 80% of the effects come from 20% of the causes
answer
join the conversation
Build your community
Define your community
Join your community networks
etc.
Locate and contact its members
develop relationships with influencers
The Razorfish Social Influence Marketing Report
“Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers”
http://www.nec.co.jp/cs/en/voice.html
“Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers”
http://www.nec.co.jp/cs/en/voice.html
Social medias
Looks like as social as the web !
harness the mass!
Contribution System
A method, usually internet-based, by which contributions are aggregated
and automatically converted into something useful to them or others.
Who?
• The users can be customers, sales prospects, employees, stakeholders, partners – or even people with no previous connection to the company.
• Each contributor can provide its own point of view depending of its needs and constrains.
example of contribution systems
social tagging
folksfolks
the mass of users to organize the mass of data
onomyonomy
Why people contribute?
I'm contributing?
Practical Solutions
Social Reward
Many systems provide the benefits of interaction with others: being part of a community with a common
interest, generating business prospects, playing, etc.
Reputation• Contribution can be sparked by a desire for public
recognition, like Amazon’s badge for a “top 1,000 reviewer,” or for the admiration of peers: Wikipedia articles carry no authorship credit, yet authors earn the respect of other contributors.
Self-expression
Altruism
Type of Contribution?
[Harvard business review]
word of mouth
how to make them spread your message?
[Social media for business]
Viral video
"A viral video is one that becomes that become popular through the process of internet sharing, typically through video sharing websites and email" Wikipedia
low cost visibilityhttp://www.youtube.com/watch?v=S1ZZreXEqSY
how many for the same audience on traditional medias?
insert viral emotions
So make it social!
ROI?
cost
0$
(incredibly) low barrier to entry
Katie Laird – the social media for business
main cost is human resources
benefits
enterprise 2.0
"the use of emergent social software platforms within companies, or between companies and their partners or customers" [Mc Afee 2006]
"emergent social software platforms"
"digital environments in which contributions and interactions" are:
• "globally visible and persistent over time"• performed with social softwares that "enable people
to rendezvous, connect or collaborate through computer-mediated communication and to form online communities"
• emergent, freeform, with "patterns and structure inherent in people’s interactions".
[Mc Afee 2009]
"The Intranet tends to follow trends from the web, and social networking is
no exception" [Nielsen Norman Group 2009]
"It's better to structure information according to how people use it, rather
than what department owns it"[Jakob Nielsen 2009]
Leverage social links
Wiki, online office suites: • collaboration• productivity• agility
social networking service:• link maintenance• non-redundant information• network bridging
blog, social bookmarking:• efficient search• link formation• collective intelligence
In the social webIn the social webWelcomeWelcome
next stop: linked data on the web
2010: 24 billion triples!
2008
2009
data augmented documents
data augmented reality
enableapplications to augment
consumer realityand documents with YOUR DATA
Open and link your data!
twitter.com/ereteog
guillaume@ereteo.netslideshare.net/ereteog