Ben Stockman SXSE London The Rise of the Social Business March 2013

Social Media is only in its infancy:

Global launch: 2006 Users: 1bn active (Oct ‘12)

Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12) Global launch: 2007 Users: 200m active (Dec ‘12) Annual userbase growth of 1382%

Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12) Global launch: 2007 Users: 200m active (Dec ‘12) Annual userbase growth of 1382% Global launch: 2004 Users: 200m active (Feb ‘13) 2 new users every second

Social Media is only in its infancy: Global launch: 2006 Users: 1bn active (Oct ‘12) Global launch: 2007 Users: 200m active (Dec ‘12) Annual userbase growth of 1382% Global launch: 2004 Users: 200m active (Feb ‘13) 2 new users every second Only a few years ago, nobody had heard of social media, now 69% of adults use it. -Pew Research, 2012

A tale of two supermarkets

My 1 st ever online order 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Africa

A tale of two supermarkets My 1 st ever online order 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Sorry about your bad experience, Ben. Hope you enjoy the rest of your weekend.

A tale of two supermarkets The key to social media success isn’t in talking – it’s in listening My 1 st ever online order 2hrs after it hasn’t turned up, no-one’s called me to explain why & their service centre’s in S. Sorry about your bad experience, Ben. Hope you enjoy the rest of your weekend.

Some statistics Facebook alone now accounts for 8% of all time spent online. Users of social media sites spend one & a half times more time online than the average Internet user. 26.3% of all web display advertising takes place on social sites, yet only 10% of retailer’s display advertising is on social sites. Social sites’ average cost per thousand consumer impressions is 36p, while the average across the Internet is £1.69 Each day, 20% of Google searches have never been searched before 53% of people on Twitter have recommended products

The Marketer’s Myth “We’re delivering great on-brand messaging to our customers across our key demographics”

The Marketer’s Myth “We’re delivering great on-brand messaging to our customers across our key demographics” You no longer drive company and brand messaging – your customers do. The Reality

Changing Times 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV

Changing Times 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV 41% of people have used one of these devices to browse for a product after seeing it in a show or advert.

Changing Times 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV 41% of people have used one of these devices to browse for a product after seeing it in a show or advert. Top activities included social networking (60%), internet browsing (44%), ing (42%) and playing games (25%).

Great Social Media

Research commissioned by Three found its target audience loves sharing videos and photos via their mobiles with friends - particularly animals in funny situations.

What’s the difference between social media & Social Business?

Social Business: “The deep integration of social media and social methodologies into the organization to drive business impact.”

The Social Business Marketing & communications: support product development with real-time feedback and crowdsourcing ideas from customers & employees Customer experience: social support provided by customers on forums and social channels as well as by employees Sales: Connects through the consideration process – and between transactions Finance: Internal social networks provide context for discussions around things as diverse as expenses and budgeting HR: Used for Recruitment, and also performance management leverages enterprise social networks to track achievements and reward teamwork IT: Create social as a platform – integrate everything into a single customer database powered by social signals and power the employee CRM system Supply chain: Use social intelligence to power predictive analysis around supply chains

Case Study: AVG Antivirus Goals: 1 million Facebook fans Connect customers & brand advocates, to product team and sales & marketing functions

Case Study: AVG Antivirus Regular contributors to discussions on Facebook made “VIPs” and included in secret group

Case Study: AVG Antivirus Regular contributors to discussions on Facebook made “VIPs” and included in secret group All feedback monitored by frequency, collated weekly and sent directly to product team

Case Study: AVG Antivirus Regular contributors to discussions on Facebook made “VIPs” and included in secret group All feedback monitored by frequency, collated weekly and sent directly to product team Customer complaints and issues dealt with directly by community managers covering the page 24/7

Case Study: AVG Antivirus Regular contributors to discussions on Facebook made “VIPs” and included in secret group All feedback monitored by frequency, collated weekly and sent directly to product team Customer complaints and issues dealt with directly by community managers covering the page 24/7 More complicated issues escalated to customer support engineers through embedded Facebook tab

Case Study: AVG Antivirus Regular contributors to discussions on Facebook made “VIPs” and included in secret group All feedback monitored by frequency, collated weekly and sent directly to product team Customer complaints and issues dealt with directly by community managers covering the page 24/7 More complicated issues escalated to customer support engineers through embedded Facebook tab Campaigns run using content created by social media team to increase opportunities for feedback

Case Study: AVG Antivirus AVG wins “Most Social Business of 2012” “The judges felt that AVG was most deserving of this award for a number of reasons – the main one being their holistic, comprehensive approach to social. The company’s integration of social into many business functions is extensive, at the vanguard of what is happening in their own industry, and we would argue, leading across all industries. Not only this, their work to use social to generate product feedback that is then fed directly into product development lifecycle is unique in its extensiveness and importance. AVG truly is a company that had made social work for them and positively impact the way they do business.” – Nick Johnson, Useful Social Media

Disruptive Business

Champions of social in each department

Disruptive Business Champions of social in each department Use of web & social to connect workforce

Disruptive Business Champions of social in each department Use of web & social to connect workforce Encourage staff to communicate about process regularly

Disruptive Business Champions of social in each department Use of web & social to connect workforce Encourage staff to communicate about process regularly Don’t fear it – try everything, and if it doesn’t work, look at the things that do

"Every communication advance in history has brought about a leap forward in civilisation: The alphabet begat democracy, the printing press begat the renaissance, and we're living through the biggest communication advance in human history and have no idea what might come out of it" ~Jonathan Sacks

Mobile is widely-tipped to overtake fixed internet use by 2014

Integrated “second screen” campaigns will become an expectation as more companies catch on

Mobile is widely-tipped to overtake fixed internet use by 2014 Integrated “second screen” campaigns will become an expectation as more companies catch on As we find new ways to interact with the web, brands will either embrace new technology across their organisation or fall behind

Mobile is widely-tipped to overtake fixed internet use by 2014 Integrated “second screen” campaigns will become an expectation as more companies catch on As we find new ways to interact with the web, brands will either embrace new technology across their organisation or fall behind The ROI on social media is that your business will still exist in 5 years!

Thanks for listening! (Sorry I made you all stand up)