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Change comes from within Why social media outside the company isnt enough Leon Benjamin.

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Presentation on theme: "Change comes from within Why social media outside the company isnt enough Leon Benjamin."— Presentation transcript:

1 Change comes from within Why social media outside the company isnt enough Leon Benjamin

2 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Whats the story? >Social media actually works Case studies and operational insights >British Airways >Mornflake (who?) Challenges, limits >Why change comes from within Command & control no longer suitable for the connected world Social media is at its most transformative inside the company >The implications of an irreversible shift to network based models of organisation The profound changes in the nature of work How to adapt

3 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 200,000,000 blogs 1.5 million residents The workers should appropriate the means of production >100,000,000 videos (65,000/day) www.ebay.com 21 Nov 2006 14,463,346 auctions Almost 4,000,000 articles (10 languages) 400,000,000 profiles Social Media Works 2009: "Twitter" is the worlds most popular English word

4 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Social Media Works

5 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 British Airways – Business Case Classes of Business Benefit IntangibleTangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile Customer intelligence & extending market reach at low cost Advocacy/pass through revenue Sales channel for complimentary products/services Group Discounts Special offers to subscribers Affiliation Viral sales Member-Member commerce Packaging brand products to serve customer's own network Web Services, community, UGC Forms deeper customer relationships Competitive research Access to opinions using polls/surveys Product development & feedback Lower service development costs Peer-to-peer self-help Reduces contact centre traffic Membership Friends invitations. Member get member

6 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 British Airways - Metrotwin >Social recommendation engine Places & things in London & New York If you like this in London, youll like this in New York >Innovative use of lists IBMs experience of lists Twitter launches lists

7 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 British Airways - Metrotwin >Innovative use of Google Maps Improve navigation Easy filtering Whats around my hotel? >Twinning Places Areas >Indexing The Metrotwin Index Complex algorithm >Genuine popularity >Prevent gaming

8 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 British Airways – Challenges >Quality of content How do you guarantee quality? >Recruited/vetted specialists in each city A List bloggers Content partners (Radio & web) The Metrotwin Network >Incentives (a lot) of BA Miles (per list, per entry) Bragging rights Page rank/links >Anyone can sign up but only MT Network can create new entries >Other users can rate, suggest twins, comment Images >Flickr, image rights and the use of Creative Commons Licensing >Getting people to join (seeding/community outreach) Cannot be underestimated whatever the brand Email campaign >BAs Club Card, agencies, partners PR Campaign >Conventional print (consumer/trade) >Mayor from each city submitting a list

9 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 British Airways – Challenges >Legal & Moderation Hosting User Generated Content (UGC) makes directors responsible >Jail time – EU eCommerce Directive Strict terms & conditions of use covers much of the risk >Contracts with content partners Moderation >Pre-moderation? Post-moderation? Reactive? >24hr coverage >Outsourced Transfers a lot of risk – insurance is expensive Names, logos, searches – time consuming! >Organisational Multi-agency effort >Competing agencies (MadeByMany, BBH, Agency.com, Headshift, Tempero...and others!) >Increased complexity & politics Greater effort/cost to deliver

10 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 British Airways - Outcomes >Business Case Achievements >Useful tool used/promoted by many customers Brand awareness Deeper relationships 5k-10k ACTIVE users >Low maintenance moderation/operational effort Low numbers of deviants >Incorporated into BAs overall marketing mix London-Mumbai coming soon! >Good return on investment Recognition of the value of intangibles/relationships Failures >Advertising/pass through revenue not nearly enough to cover the operational costs Facebook type volumes required

11 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Mornflake – Case Study Classes of Business Benefit IntangibleTangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile Customer intelligence & extending market reach at low cost Advocacy/pass through revenue Sales channel for complimentary products/services Group Discounts Special offers to subscribers Affiliation Viral sales Member-Member commerce Packaging brand products to serve customer's own network Web Services, community, UGC Forms deeper customer relationships Competitive research Access to opinions using polls/surveys Product development & feedback Lower service development costs Peer-to-peer self-help Reduces contact centre traffic Membership Friends invitations. Member get member

12 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Mornflake Video Competition >Make a video about your values £15k first prize 10 week campaign >Uvizz Innovative use of video technology >Groups, reward structure 52 uVizz video submissions 11,000 unique views 20,000 total views 30-90sec clips 5 TV quality commercials >Value = £250k >Legal Reasonably straight forward

13 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Social Media Assets – Flickr >Innovative seeding strategy Engaged a network of free thinkers Open source, authentic approach >Created presence in wide variety of destinations Flickr, Youtube, Twitter, Facebook, blogs >Twitter Permission marketing tool

14 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Competitive Comparison Web presence indicatorJordansDorsetMornflakeComment Main site Page Rank454Mornflake catches up Google Search Results47,80037,00021,000At peak. Currently 14,000. SamePoint Search Results2,7005,5001,600 Reflects the shorter time/less content No. Twitter Followers3301884,000Surpassed competition.

15 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Quantitative Outcomes Target/objectiveAchieved?DeliveredComment 100,000 registrationsX3138683 video, 2455 Bag of Oats 20m interactions with the brandX2m interactionsBased on link planting Rich video advertising content 51, 30sec-90sec videos£250k market value Customer intelligence Qualitative feedback after trying product Cost avoidance of focus groups? Incremental demand for product Cost avoidance (Facebook advertising)£50k Based on five month ad campaign to raise awareness (home page ads) Presence all major social media platforms Flickr, Youtube, Facebook, Typepad (blog), Twitter4,000 Twitter followers Improve the selling process to big supermarkets Young buyers at supermarkets more aware of product Penetrate new demographicsSee above Engaged new demographic age group 25-45

16 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Why isnt this enough? >Mornflake Culture shock Unwilling to take over >Receive training >Marketers not given permission to incorporate conversation into daily schedule E.g. Maintain blog, Twitter >But wants to capture a new demographic? Agency execution >Outsourced their personality >Danger that new advocates will feel used >British Airways Ditto >To interact with networks, brands must themselves become networks Adopting social media inside >Changes behaviour Digital (banner) advertising is losing its effectiveness

17 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 The Big Shift

18 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Whats that coming over the hill?

19 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 The Biggest Story of the 21 st Century? >The demise of command and control Massive advances in technology Prosperity to millions >But at what cost to humanity, equality, society and the environment? >Network organisation as the model of choice There is a spectre haunting the world. The spectre of peer- to-peer >Open source production >Collaborative capitalism *not* managerial capitalism >The future is about less Doing better with less

20 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 We sell openness

21 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 What do these need to survive? >Orders >Order >Stability >Continuity >Rules >Fear >Withholding Information >Measurement >Incentives >Competition

22 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 The Cost of Command & Control >Modern Ways Open Indias Doors to Diabetes Got the cash but it comes with issues >Western diet/lifestyle 35m type 2 diabetics. 75m by 2030 >Work Rage France Telecoms suicide rate >21 since Feb 2008 One more last week despite interventions 2.6m people in Britain on incapacity benefits >Over 60% there courtesy of workplace stress >Inequality USA 1950, CEO earns on average 40 X lowest paid worker In 2009, CEO earns on average 4,000 X lowest paid worker >Frequently as high as 200,000 X 47m Americans without health insurance In the UK poverty is almost at pre-war levels >Environment The economy is a wholly owned subsidiary of the environment >The Story of Stuff, An Inconvenient Truth, etc, etc >The West: Signs of cracking? US infant mortality, UK & US drop to 17 th & 19 th (out of 19) on preventable deaths 30m Americans on low food security Education disparity

23 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 What do these need to survive? Everyone is a leader Everyone sensing, responding, Transparency Trust Peers Agile Adaptable Self-organising

24 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 The Value of Peer-to-Peer Production >Open Source Software Google, Facebook, Yahoo, Amazon, eBay could not exist without Open Source technology Linux & Coases Penguin >P2P lending Grameen bank, Kiva, Zopa...many others >Prosperity without growth Steady state economies Fractional work >Creative commons Crowdsourcing is solving some of the world's intractable problems NASA Clickworkers >Crowdsourcing The future of a country depends less on the nature of its issues, and more on its capacity to invent social structures able to solve them. Noubel

25 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 A beautiful mind

26 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 We need antibodies >Thats what we should be looking for, antibodies; some peaceful idea that binds us.......because we can all agree that this King of the Mountain shit has got to go; a lucky few get to spend a bit of time on top, but everybody spends most of their existence getting pissed on from a great height. So why do we continue doing it?

27 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 The network is female

28 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 IBMs Ideal Lists

29 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Where to start? >Create antibodies & Super Connectors Chief listening Officer Sole purpose is to achieve the same levels of productivity being achieved by open source, peer-to-peer production models No other way to have a continuous dialogue with the market >Adopt different tools & methodologies Projects/programmes >Bioteams >Rowe (Best Buy) >Agile development The intranet as a conversation platform >Email is important? More private messages sent on social networks than email (as of 2008) >Read The Cluetrain Manifesto Published in 2000

30 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Change comes from within In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community. Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

31 Accelerating Product Acquisition & Distribution Leon Benjamin, Oct 2009 Room for discussion? >Objects in the mirror are closer than they appear......


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