George Anders on Making Sense of Social media
-
Upload
wavelength -
Category
Documents
-
view
366 -
download
0
Transcript of George Anders on Making Sense of Social media
Making Sense of Social Media
Wavelength R2 – 19 September 2012George Anders
Our Arrival Quiz: What Did We Learn?
10 1
Reshaping How We Stay Connected
What’s Familiar What’s New
We Won’t Bring Social Media to Work Unless
• It Saves Time For Us• It Sharpens Our Job Performance• It Passes the “John Lewis Test” –
Winners Use It; Losers Don’t
How Each Platform Rates
Digital Business Card and Address Book
X Your Nieces on Holiday
Useful If You Have the Time
Let’s Take a Closer Look
Is Twitter at the John Lewis Tipping Point?
• Test Case: 2-Player Market • Relaunches Every 4 Years• 50.1% Market Share Is Crucial• Total Addressable Market: 300m People• Competitive Edges Are Fluid and Transient• Can Social Media Shape the Outcome?
Romney Does Well in Traditional Homes
But Obama Overwhelms in Social Media
Twitter followers (in millions) Facebook fans (in millions)
It’s As If Romney Had Digital Laryngitis
Making Obama Nearly Impossible To Catch
Even If We Aren’t In Politics …• We Still Want to Win New Customers• Gather Market Intelligence• Raise the Esteem of Our Brand• Spread Our Most Important Opinions• Improve Our Recruiting Profile
The Key Insight About Social Media
“You need to start the dialogue by contributing something useful to the community. Once you do that, everything else will work out quite nicely.”
Step 1: Share Great Ideas
Step 2: Pay Your Respects
Step 3: Create Prized Listening Posts
• News: @BBCWorld; @NYTimes; @AJEnglish; @LeMondeFR; @BracknellNews
• Competitive Intelligence: @MobilePaymentsNews; @WorldEconomicForum; @TodayInTheSky;
• Business Strategy and Thought Leaders: @TheEconomist; @HarvardBiz; @LondonBSchool; @DanielPink, @AdieSimpson
Step 4: Build Brand and Customer Rapport
Step 5: Share Your Company’s Sparkle
Step 6: Rally Support for Your Causes
Step 7: Torment Your Enemies
Summing Up:Social Media and the BRIC Countries