FROM SOCIAL MEDIA TO SOCIAL BUSINESS Ben Foster Ketchum SVP Digital

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BEST BUY AND SOCIAL BUSINESS

ARE WE FOCUSING ON THE WRONG NUMBERS? 500 Million 955 Million 2.3 Billion

LET’S USE SOCIAL MEDIA TO MARKET MOMS!!! Photo Credit SuperFantastic via Flickr

FASHION?

SUPPOSEDLY?

THESE THINGS?

WE FEEL YOUR PAIN?

THE SOCIAL MEDIA BACKLASH

Searches for “Ad Blocker” “Watch Ads”

PEOPLE ARE ONLINE TO HAVE CONVERSATIONS Source: Nielsen Top Online Activities 1. Social Networking 2. Online Games 3.

A social business extracts economic value from CONVERSATIONS

Know that Social Media is not a marketing channel Deploy social technologies across the business Provide clear governance and formal training Allow authentic communication Think differently about “ownership” WHAT SOCIAL BUSINESSES DO

OrganicCentralized Hub and Spoke Multiple Hub and Spoke Holistic 10.8%28.8%41%18%1.4% SOCIAL MEDIA ORGANIZATION JEREMIAH OWYANG OF ALTIMETER GROUP

KETCHUM 2012 SOCIAL BUSINESS BENCHMARKING STUDY  2012socialbusinessstudy.com 2012socialbusinessstudy.com

TOP FINDINGS

SOCIAL BUSINESS TRENDS EMERGING

WHO OWNS SOCIAL MEDIA? Human Resources MarketingPublic Relations Customer Service Information Technology CEO

WHO OWNS SOCIAL MEDIA? Human Resources MarketingPublic Relations Customer Service Information Technology CEO

“What we’ve realized is that by doing this out in public, we are taking what was once a defensive investment and turning it into a proactive marketing spend.”

WHAT WE NEED TO DO BETTER 1. Listening – REAL listening 2. Resources – Employees need to learn by doing 3. Ideas – Social business drives execution 4. Speed – reacting faster 5. Technology - Understanding the Social Graph

WHAT WE NEED TO DO BETTER 1. Listening – REAL listening 2. Resources – Employees need to learn by doing 3. Ideas – Social business drives execution 4. Speed – reacting faster 5. Technology - Understanding the Social Graph

LISTENING – REAL LISTENING

“What was the biggest technical hurdle?” “What systems does Watson use?” “What is IBM’s next great challenge?”

“What was the biggest technical hurdle?” “What systems does Watson use?” “What is IBM’s next great challenge?”

AGENCIES OF THE FUTURE  Deeply embedded in conversations  Know when to apply quantitative vs. qualitative analysis  Can tell the story to all parts of the organization

WHAT WE NEED TO DO BETTER 1. Listening – REAL listening 2. Resources – Employees need to learn by doing 3. Ideas – Social business drives execution 4. Speed – reacting faster 5. Technology - Understanding the Social Graph

SOCIAL MEDIA GOVERNANCE

AGENCIES OF THE FUTURE  Help clients develop social tool deployment  Focus on internal community management  Ask, “What Would Google Do?”

WHAT WE NEED TO DO BETTER 1. Listening – REAL listening 2. Resources – Employees need to learn by doing 3. Ideas – Social business drives execution 4. Speed – reacting faster 5. Technology - Understanding the Social Graph

IDEAS ARE EVERYWHERE

EVEN TODAY!

SOCIAL BUSINESS AND INNOVATION  The next big idea is sitting in the head of one of your employees  Bringing it to life requires collaboration  The Hub  67% of the 12,000 employees use it  900 employee interest groups  SAS ranked #1 in 2 of last 3 years on Fortune’s list of 100 Best Companies to work for

KETCHUM MINDFIRE

AGENCIES OF THE FUTURE  Ideas mean nothing without execution  Build context around the big idea  Create games out of participation

WHAT WE NEED TO DO BETTER 1. Listening – REAL listening 2. Resources – Employees need to learn by doing 3. Ideas – Social business drives execution 4. Speed – reacting faster 5. Technology - Understanding the Social Graph

THE NEED FOR SPEED

WHY SPEED MATTERS

SOCIAL BUSINESS DRIVES SPEED  Approvers are more familiar with the medium  The business feels like a human being - authenticity  Relationships strengthened through more connections

AGENCIES OF THE FUTURE  Speed means is competitive advantage  Use social business to speed internal processes through relationships  Have processes that are more efficient because of social technologies

WHAT WE NEED TO DO BETTER 1. Listening – REAL listening 2. Resources – Employees need to learn by doing 3. Ideas – Social business drives execution 4. Speed – reacting faster 5. Technology - Understanding the Social Graph5

Social Graph App

AGENCIES OF THE FUTURE  Understand how content is influenced by the social graph  Help clients expand their social graph responsibly  Focus on the strength of the network more than the size

TOP 3 TAKEAWAYS  The impact, value, and reach of social technologies that have transformed marketing will transform all areas of business  Social technologies have a very personal impact on internal interactions, structure, and even culture  As leaders in using the tools, agencies can drive the transformation with clients by helping the adapt and embrace social technologies