July 6th, 2009

short url: http://beeseen.com/s/l

Social Media in the Enterprise

Social Media in the Enterprise – Seminar Notes
June 17th, 2009 12pm -5pm
Palace Hotel, San Francisco


First Speaker: Alex Blum, KickApps

Some important things to note about social media and how it effects the enterprise market:

  • Social Media creates channels for new revenue and deeper insight into potential clients
  • 93% of Americans believe a company should have a social media presence
  • Key to Success: Create a community around your content
  • Widgets: A key for viral integration and for viral syndication of activity and content
  • As powerful as SEM or SEO
  • Social Media compels people to share, which provides lots of data results and informs us of marketing strategies
  • Social media gets people talking in the context of your brand
  • Can allow you to respond to feedback, and in turn, gain customers’ loyalty
  • Must take full ownership of your membership
  • Blum’s Law of Website Development: As soon as you launch it, you’d want to change it


Second Speaker: Jerimiah Owyang, Forrester

  • Power is shifting to communities
  • Marketers to increase Social Media Marketing spending (even during a recession)
  • Marketers to shift budget to Social Media Marketing
  • Budgets for Social Marketing remains small (under $100K)
  • Fragment and “pollinate” to communities
  • Apps are more important than actual websites
  • Shared ID can be used all over the world via mobile devices
  • Expect Social Media to aggregate activities
  • Traditional marketing moving towards Social Media
  • Activity feeds, GPS and Bluetooth will be used to find friends and their locations
  • Facebook already allows users to surf the web within their site
  • Customers trust other customers rather than marketers
  • Social browsers allow users to bypass registration and lower spam rates
  • Get Glue: aggregates all consumer opinions (used in IE or Firefox) (semantic web)

Future of the Social Web (the 5 Eras)/Five Eras of the Social Web

  1. Era of Social Relationships: People connect to others and share
  2. Era of Social Functionality: Social networks become like operating system
  3. Era of Social Colonization: Every experience can now be social
  4. Era of Social Context: Personalized and accurate content
  5. Era of Social Commerce: Communities define future products and service
    • Relationships = connections (join the conversation)
    • Functionality = becoming like operating systems (fragment websites to communities)
    • Colonization = everyone has an entourage (focus on aggregating the conversation)
    • Social Context = content where I want it, when I want it (increase content and make your website flexible)
    • Commerce = communities define products (involves customers in R &D)
  • Social contracts (opt-in options)
    • Consumers will share information in exchange for discounts
    • Social Marketing is informational instead of interrupting
    • Is social TV in our future? (only broadcasts shows that you like)
  • Challenges
    • Privacy issues
    • Legal issues
    • Consumer burn-out
    • Extremism (consumers less exposed to new ideas)

Third Speaker: Sandy Carter, IBM

  • Analyze and ensure strong market understanding
  • Nail the relevant strategy and story
  • Go to Market Plan
  • Energize the channel and community
  • Leads and revenue
  • Scream!!! Don’t forget the Technology!
  • Acronym is ANGELS
  • Sandy provided ROI case studies for Social Media efforts based on her work with IBM
  • Social Media often used in conjunction of with other marketing mix
  • She will test out performance by turning up or down each marketing effort in the marketing mix
  • She used Social Media before, during, and after events
  • One of the most success product launch included using blogs to gather product requirements during the product development phase. When the product was released, many people were already Angels (advocates) for the product and helping to spread the news

Listening Tools

  • TweetDeck
  • Google Alerts
  • Radian6.com

Marketing 2.0

  • Profit generation
  • Foster intimate relationships
  • Leverage power of Web 2.0
  • Understand influencers’ value
  • Tune marketing mix
  • “Bot” ads were surprisingly effective in delivering company’s message and provide information
  • Communities define companies
  • Collective opinion and desires give companies opportunities to build specific products
  • Power is shifting to communities
  • Social networks will become next-generation CRM systems

Fourth Speaker: Dylan Boyd, eROI

  • 2/3 of marketers who have never used social marketing say that they are knowledgeable about social marketing
  • 64% of companies using community insight said that it helped make better product selections

Fifth Speaker: James Masten, Blue Rain Marketing for Microsoft OneNote

  • Building online communities: IHeartOneNote.com
  • Create an off-brand community
  • Off-brand communities have less constraints on content
  • Must have robust content
  • Social Media is user-generated marketing
  • Traditional Media is marketer-generated
  • Found success in social media using a fictional character to do all the correspondence (tweets, Facebook, etc.)
  • Much more casual approach than on-brand companies

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