Scanlon social media 2010

The Impact of Social Media on your Future

Natasha TongCulture and Leadership Summit

People, Power and Progress

05.25.2010

TEXTQUESTIONS

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).

PhotosSharing

Blogs

Event Planning

Social Networking

CollaborativeTools

Wikis

Audio

SMS(Text

Message) MicroBlogs

VideoSharing

“Conversations”Social Media

Platforms

Are you participating in…

Personal Professional Enterprise

Self

Family

Friends

Self

Colleagues

Clients

Vendors

Work mates

Corporation

Association

Foundation

Schools

Intrinsically or Extrinsically Use Intrinsically or Extrinsically Use

of Social Mediaof Social Media

It is about the relationship

A 24/7 SocietyA 24/7 Society

Information is at near real time

Global Reach

Social Media Stressed?Social Media Stressed?

CONTROLQUALITYTIME

COST

VALUE

OUTCOME

Are you on the…

Are you missing out of an opportunity if

you don’t do anything?

Spending to Hit $3.1 Billion by 2014

Source: Forrester Research

Identity

Participation

Equity

Competency

Scanlon PrinciplesScanlon Principles

IDENTITYIDENTITY

Outside Your OrganizationOutside Your Organization

•• Messaging and BrandingMessaging and Branding

•• Listening (Intelligence Gathering)Listening (Intelligence Gathering)

PARTICIPATIONPARTICIPATION

Inside Your OrganizationInside Your Organization

•• Leverage KnowledgeLeverage Knowledge

•• Create IntelligenceCreate Intelligence

•• Conversations Conversations

•• ListeningListening

Nielsen Top 10 Social Media Site StatsNielsen Top 10 Social Media Site Stats

SiteApr-08 Total Minutes (000)

Apr-09 Total Minutes (000)

Year-over-Year 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

Go to Nielsen.com >Stats as of June 2009

Three Components of Social MediaThree Components of Social Media

1. Concept

• Art

• Information

• Elements of cultural ideas

2. Media

• Physical

• Electronic

• Verbal

3. Social interface

• Intimate direct

• Community engagement

• Social viral

• Electronic broadcast or syndication

• Other physical media such as print

FacebookFacebook Traffic ConditionsTraffic ConditionsPeople 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 Are Businesses Benefiting

From Social Media?From Social Media?

Social Media Business Case Social Media Business Case

StudiesStudies

Social Media Case StudySocial Media Case Study

Equine Dentist Builds Relationships With Facebook

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

BRAND (Emotional

connection to be seen as a

human being)

Social Media Case StudySocial Media Case StudyEquine 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 accountthat 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

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

Messaging (Photos of

solutions to new customers)

Social Media Case StudySocial Media Case StudySteel Building Manufacturer Taps New Verticals, Rick Burnes, Mashable.com, 5/21/2010

As a manufacturer of prefabricated steel buildings, SteelMaster was initially hesitant toget 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 Facebookis 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

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

Messaging (Customer

Intimacies and Global Reach)

Social Media Case StudySocial Media Case StudyFull Social Media Integration for Marketing Paint,Rick Burnes, Mashable.com, 5/21/2010

Idea Paint is a Boston-area startup that sellspaint 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 Twitterand 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 MaintenanceDiscussion

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.

Conversations and Listening(Create Trust)

Social Media Case StudySocial Media Case StudyLeading the Online Aviation MaintenanceDiscussion, 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

Today the company has 10 sales representatives across the country using their personal Twitter accounts on behalf of

Neenah to close new business. .

Conversations and Listening(Create Trust)

Social Media Case StudySocial Media Case StudyIntegrating Twitter Into the Paper Selling Process,Rick Burnes, Mashable.com, 5/21/2010

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

• 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

Messaging and Increased

Awareness FAST

Social Media Case StudySocial Media Case StudySocial 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 Carloncommissioned:

• 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

“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.”

Increase Intelligence

(Any Time, Any Place Learning Environment)

Social Media Case StudySocial Media Case StudyMicrosoft 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.”

Facebook?

LinkedIn ?

Blogs…?

Where are my customers…?

What is the value or outcome?

Where do I start?Where do I start?

Is Social Media for You?Is Social Media for You?“Yes” answers here indicate SMM may be right for you:

1. Are you interesting in creating a conversation?

2. Are you interested in creating awareness?

3. Are you interested in finding and energizing advocates?

4. Do you want to use social media to listen to clients and employees?

“No” answers here indicate you may have SMM homework:

1. Are your clients/employees online?

2. Do you have a content strategy / value proposition?

3. Do you have time/resources to develop relationships?

4. Do you have the tools or plan to integrate social media?

ThanksThanks.Natasha Tong

C 612.770.7110

E [email protected]

W mindfulinnovation.com

Twitter @ntong

Presentation slideshare.net/mindfulinnovation