Using Social Media in Large Organizations

Ben Smithee @spychresearch

Burin Asavesna @burin

Jo Anne Wright @tallgal

What is social media?

Podcasts

Blogs

What is social media?

What is social media?

Podcasts

Blogs

A conversation facilitated by:

Why is it important?

71.679.5

88.196.2

103.6109.1

114.6

0

20

40

60

80

100

120

140

2007 2008 2009E 2010E 2011E 2012E 2013E

•US Online Social Network Users, 2007-2013E(in millions)

Over 41% of Internet users currently visit social networks at least once a month.

Weekly Online Activities of US Internet Users by Age

•September-October 2008 (% respondents)

14-25 26-42 43-61 62-75

Searching, downloading, listening to music

85% 66% 44% 29%

Researching for business or school 81% 61% 49% 28%

Visiting online game sites where you can actually play games

71% 60% 51% 48%

Socializing (via social networking sites, chat rooms or message boards)

81% 62% 37% 27%

Watching movies and other videos online

67% 62% 40% 26%

Using web portals 48% 47% 42% 33%

Seeking financial / investment info 32% 49% 44% 49%

Creating personal content for others to see

68% 43% 25% 17%

Watching TV shows 49% 47% 27% 18%

Using a computer video camera 35% 27% 13% 13%

Using microphone to conduct auto chats or phone calls

30% 23% 12% 6%

Participating in online virtual worlds 30% 18% 8% 3%

2008 (million users)

YoY growth

363(1) 40%

236(1) 135%

125(2) 3.3%

33(3) 120%

11.4(3) 245%

4.43(4) 752%

(1) Source: ComScore, Morgan Stanley, 2008

(2) Source: ComScore/TechCrunch

(3) Source: Apple/ Linkedin, 2008

(4) Source: Compete

25.1%

27.4%

27.5%

27.6%

28.9%

28.9%

29.4%

30.4%

42.4%

44.5%

Post video clip featuring product/service

Create product wish/favorites list on e-commerce/retailsite

Write review of product/service on own personal blog

Post opinion on social network personal profile

Comment on product/service review on e-commerce/retail site

Write review of product/service on e-commerce/retailsite

Recommend product/service on blog

Comment on product/service review on blog

Tell someone about product/service by email

Tell someone about product/service by instantmessenger

Methods by Which Active* Adult Internet Users Worldwide Share** Opinions Online About Products and Services, 2008 (% of respondents)

Why is it important?

Why is it important?

Twitterjacked!

What does it mean to my business?

It depends!

What does it mean to my business?

http://www.youtube.com/watch?v=XO6SlTUBA38 http://www.youtube.com/watch?v=TpqpAGLS2t4&NR=1

The downside

The upside

How do I do it right?

How do I do it right?

• Engaging• Education• Introductions• Humanizing• Brand monitoring• Early intervention• Intelligence gathering• Trend watching

Used for good

• Astroturfing• Shouting vs. conversing• Preaching• Stalking• Excusing• Covering

• Forcing brand perception

Used for evil

vs.

Good examples

Idea Storm

Digital Nomads

Dell Home OffersDell Regeneration

Dell Lounge

How do I integrate across the Enterprise

• Start from the inside out • Bottom up works better than top down • Listen• Converse• Collect knowledge• Be committed• Be willing to risk

Photo Credits• http://ocw.mit.edu/NR/rdonlyres/Foreign-Languages-and-Literatures/21F-232Spring-2007/56E0517E-9CC5-4C90-B108-F7CBF02BB8A7/0/chp_conversation.jpg• http://l.yimg.com/g/images/spaceball.gif• http://i51.photobucket.com/albums/f397/gjfb/PaulAllottinterviewingabluechair.jpg• http://blogs.forrester.com/groundswell/2007/12/the-post-method.html• http://cache.daylife.com/imageserve/0gLj40eeyG56v/610x.jpg• http://pleaseenjoy.com/admin/uploadedpics/01.3dchess.jpg• http://sites.google.com/site/artmarcovici/democratic-chess• http://www.flickr.com/photos/nyclovesnyc/3143440974/• http://media.photobucket.com/image/glenda%20the%20good%20witch/LadyDracons_Bloode_Rose/Witches/GoodWitch.jpg• http://www.virginmedia.com/images/The-Wizard-of-Oz.jpg• http://www.flickr.com/photos/lemsroberts/306811221/• http://inchbyinchphotography.wordpress.com/2008/07/