Harnessing The Power Of Social Media May 2008

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A workshop presentation on "how to" Web 2.0 and social media with lots of case study examples from Cisco, Prescient Digital Media, and others.

Transcript

  • 1. The Wisdom of Crowds 2008 Prescient Digital Media www.PrescientDigital.com Harnessing the Power of Influencers By Toby Ward, Prescient Digital Media
  • 2. The power of group
    • Jellybeans in a jar: the average guess of all the guesses is almost always closer than the closest guess
  • 3. Google gets it
    • Utilizes page rankings to gather collective intelligence
  • 4. The crowd is the influencer
  • 5. Social media / Web 2.0
    • Promote networks of relationships
    • Transforms users into publishers
    • Discuss, share & collaborate
    • From one to many -> many to many
  • 6. Web 2.0 (adapted from Shel Holtz)
    • Conversation-enabled publishing platforms
      • Blogs, podcasts, Technorati
    • Social networks
      • Facebook, LinkedIn, MySpace
    • Social bookmarking
      • Delic.io.us, Digg, StumbleUpon
    • Democratized content networks
      • Wikipedia, Yahoo! Groups, MyStarbucksIdea
    • Presence networks (micro-blogging)
      • Jaiku, Twitter, Pownce
    • Content sharing sites
      • YouTube, Flickr, ePinions.com
    • Virtual networking platforms
      • Second Life, There.com
  • 7. Social media revolution
    • 6 of the Top 10 most visited sites on the Internet (Feb 2008)
    • Source: Alexa.com
    • Yahoo!
    • YouTube
    • Windows Live
    • Google
    • Myspace
    • Facebook
    • MSN
    • Hi5
    • Wikipedia
    • Orkut
  • 8. Brodeur/OmniComm Study
    • 61% of reporters say blogs affect story tone
    • 50% say blogs influence editorial copy
    • Three-quarters get story ideas from blogs
    • 20% spend at least an hour per day reading blogs
  • 9. Corporate Reputation
    • The sum total perception of consumers total interactions with the company
    • Includes:
      • the intangibles that bridge a product or service promise
      • the customers demand
      • customers opinion of that promise
    • The Internet is one of the most important touch points
  • 10. Tapping the buzz
    • McKinsey has found that 54% of all sales are influenced by buzz marketing (or a lack thereof)
    • Word of mouth is more powerful and technology accelerates word of mouth 1
      • 1 Mark Hughes - Buzzmarketing.com - 2004-2005
      • 2 Renee Dye - McKinsey & Company, The Buzz on Buss 2001
  • 11. Reputation = Money $$$$
    • Over 90% of analysts agree:
      • If a company fails to look after its reputation it will ultimately suffer financially too .
    • The most reliable information sources :
      • company websites
      • customer research
    • Source: Hill & Knowlton, Return on Reputation
  • 12. Failure to communicate
    • The failure to provide appropriate information will lead to negative ratings:
      • 90% saying that it is fairly likely/very likely/or certain to
    • Source: Hill & Knowlton, Return on Reputation
  • 13. We dont own the news any more. -BBC
  • 14. RedCross.org
    • Blog postings mentioning Red Cross increased by 10 to 20 times after Katrina (source: Intelliseek Blogpulse)
    • Redcross.org visits jumped to more than 1 million visits more than 32x the avg. daily
    • In a few days donations through the website topped $100 million
  • 15.
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  • 20. Intranet Blog
    • In 400 days, from zero to 4,000 people per day
    • Dramatically improved Google rankings
      • Prescient is now #1 in the World for:
        • intranet consultant and intranet consulting
    • More than 2,300 links
    • Up to 12,000 page view per day
    • Increased corporate consulting revenue by 40%
    • Primary source for many Fortune 500 clients including HSBC, RBC and Nintendo
  • 21. Flogging
    • A fake blog used as sales tool
    • Walmarting Across America
    • Written by two Walmart fans
    • Drove RV across US blogging about Walmarts
    • Later revealed they were paid
    • All cooked-up by Edelman PR
    • http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm
  • 22. WalMart employees weigh-in have watched the company go from a family oriented environment to who gives a crap make us more money environment.
  • 23. Podcasting
    • Many TV and most radio programs now provide podcast versions
    • Microsoft, GM and Volvo and many others
  • 24. Five Minutes with
      • Source: Innovative Intranet Tools to Captivate Employees, Jean Gaetano, National City
  • 25. Wiki
    • Wikis allow everyone to participate
    • Wiki is stripped down CMS
    • Any user can edit any others text
  • 26. Wikipedia.org
    • 9 million files, 75,000 active authors, 250 languages
  • 27.
  • 28. Wiki-based intranet: Placemaking
  • 29.
  • 30. Facebook
    • Facebook quick Facts:
      • Active users: 70 million
      • Monthly new user average: 4 million
      • Daily new user average: 200,000
      • Page views: Over 15 billion per month
      • Searches: Over 500 million per month
      • Largest networks: London , UK 1,632,273 and Toronto , Canada 933,960
      • Traffic rank: 7 th most visited website
      • Photos: 2.7 billion
  • 31.
  • 32. Join the discussion TripAdvisor.com
  • 33.
  • 34. YouTube Power
  • 35. Dove Evolution
    • One of the Top 15 most-linked-to videos among bloggers ( Technorati )
    • Featured segments on TV shows including:
      • "The View"
      • "Ellen"
      • CNN
      • "Entertainment Tonight"
      • "Geraldo"
    • Won best commercial of the year at Cannes
  • 36. Presence - Twitter
  • 37. Social Bookmarking
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  • 40. Whos talking about / blogging you?
    • Search the blog services:
      • Technorati
      • Bloglines
      • MySpace
    • Search the message boards:
      • Yahoo!
      • AOL
      • MSN
      • epinions.com
      • CNET
    • Search the bookmarking sites:
      • Deli.cio.us
      • Digg
      • Slashdot
  • 41. Whos monitoring the discussion?
    • If you dont have the staff to monitor these services, how do you know whats being said?
  • 42.
  • 43. Other Tools
    • Hitwise's search term analysis - type a phrase and it will list the sites that receive the most traffic and their % share
    • WhoLinksToMe.com type in your URL and find out what websites link to your website
    • WordTracker competitive analysis tool to seek out the best keywords based on over 300 million keyword phrases
    • CNW tracking services
  • 44. Best Practices
    • Planning the essential requisite
    • Leadership sets the tone
    • Engaging the audience
    • Evolution, not revolution (pilot)
    • Benchmark and cherry-pick from the leaders
    • Monitor the conversation
    • Keep pace with the trends and best practices
    • Measure, measure, measure
  • 45. Measures
    • Sales
    • Lead conversion
    • Google rankings
    • Cost savings
    • Links to you
    • Traffic (visits, page views)
    • Good vs Bad Conversation (monitoring)
    • User satisfaction / employee engagement
  • 46. Project Methodology
  • 47. Toby Ward, Prescient Digital Media Ph: 416.926.8800 email: toby@prescientdigital.com www.IntranetBlog.com www.GetStrat.com www.PrescientDigital.com http://blog.ragan.com/contentmatters/ http://intranetreport.libsyn.com/ Facebook: Intranet Global Forum