Corporate Social Networking
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An introduction to the changing world of networking for corporates. Also contains a study on FNB's customer service channel on Twitter: @RBJacobs
Transcript of Corporate Social Networking
1 poke + 1 poke = 3 pokes
Just what is Web 2.0?
Web 1.0 … Talking AT people.
Web 2.0 … Talking WITH people.
But first…
The world is changing…
Just how are we going to survive?
Why is it exciting?
6 million + internet users in South Africa
2 million + broadband users (and climbing)
One of the world’s largest mobile infrastructures
1 in 6 Google Searches from South Africa
originate off a mobile phone.
1.4 million South Africans on FaceBook
Just how connected do you think we are? Or will be?
(Source: Arthur GoldStuck Research 2008)
So why is it so tricky?
So. What can WE do?
The problem: In Social Media, the base unit of
control is… the individual.
Makes segmentation tough eh?
The age old rule applies though: People will
congregate around RELEVANCE and VALUE…
Creating value & relevance
First up: yes, it’s a fad.
Second up: yes, it’s probably rubbish.
Making the wall simpler, 140 characters at a time...
Dangerous? Nothing is sacred
anymore...
Engagement Examples
Engagement Examples
Engagement Examples
DA WINS (but
not really!)
998 Followers
to the ANC’s
723…
The RB ChroniclesA day in the live of @RBJacobs on Twitter
A Case Study in 140 characters
RB, The FNB guy
A long time ago (6 months) in a universe far, far
away (social networking), a person called
@RBJacobs was born.
With a singular purpose: to open a new channel
of conversation with customers about…
“How can we help
you?” Brand Promise
Sponsorships and Events
Queries, Advice and Product Info
Market Intelligence
Who is RB (@rbjacobs)?
Modus Operandi
STEP #1: Listen!
A Bad day at the office...
A Good day in the sphere…
At least they’re asking!
Modus Operandi
STEP #2: Always respond (to the tricky stuff).
Modus Operandi
STEP #3.1: Respond Quickly.
Modus Operandi
STEP #3.2: Respond Quickly.
#brandplus = *****
Modus Operandi
STEP #4: When it get’s nasty – take it offline.
Remember not everyone is reasonable...
Modus Operandi
STEP #5: Be grateful for the warm and fuzzy (and
the new customers!)…
Modus Operandi
Step #6: Don’t worry if it gets random…
(Remember, there’s a lot of noise!)
Market Intelligence
The fees debate will continue ad infinitum. Why
not have your ear to the ground?
@RBJacobs. The Stats.
Following 454 “customers”
Has 337 followers
Has had 246 “conversations”
Prefers coffee black.
Enjoys assisting customers (but not really
talking about fees).
It’s not big in SA... Yet.
Where’s it all going?
A website is not somme a website anymore…
It’s the front gate to your customer community –
and needs to extend far past the front page and far into cyberspace...
Where’s it all going?
There’s a conversation going on. Are you
listening?
The 5 Rules…
Community before commerce. The community
exists for its own benefit, not yours.
Communication comes next. You're hosting the
event, but it's a cocktail party, not a lecture.
Place the community's interests above your own. The big picture is that a vibrant community will
help you, but getting to this place means sacrificing short-term interests. For example,
people should be able to freely discuss and endorse competitive products.
Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and
Marketing New Products and Services, Page: 141-142
The 5 Rules…
Tolerate criticism. This freedom produces two
desirable results: first, good public relations
because tolerating criticism on a company-
sponsored site is unheard of; second, free and voluminous customer feedback.
Encourage "personalities." Remember how one
of the keys to the success of MTV was veejays
with an attitude?
Source: Guy Kawasaki. Rules For Revolutionaries: The Capitalist Manifesto for Creating and
Marketing New Products and Services, Page: 141-142
And 1 Rule 2 Rule them all…
WHAT’S
IN IT
FOR
ME!?
Thank you for your time...
Think Big.
Pilot Small.
Talk With.
POKE ME:Web:www.andyhadfield.comEmail: [email protected]: www.twitter.com/andyhadfieldFNB: www.fnb.co.zaFNB RBJacobs: www.twitter.com/rbjacobs
By name on FaceBook, LinkedIn, FriendFeed, Flickr, Google and other social meta-bits.
