The Social Web for Business Jonathan Crossfield 26th August 2009.

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Presentation transcript:

The Social Web for Business Jonathan Crossfield 26th August 2009

The Social Web for Business Why should my business care?

Social networks are popular Over 70% of Australian internet users visited a social networking site in June 2009* *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

People want to be part of something exciting Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008* *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

The Social Web for Business Twitter is seeing astronomical growth *courtesy Hitwise Australia, July 2009 (Hitwise.com.au)

How can my business use Twitter (or Facebook, etc)? The Social Web for Business But businesses keep asking the wrong question

The Social Web for Business There is a better question How can I use the social web to help consumers achieve their goals?

Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business / CC BY-NC-SA 2.0CC BY-NC-SA 2.0

Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where they’re going / CC BY-NC-SA 2.0CC BY-NC-SA 2.0

Knowing the customer goal may reveal a better tool / CC BY-NC-SA 2.0CC BY-NC-SA 2.0 Wow! Cleanest driveway in the street!

Human behaviour is the key!

The Social Web for Business The ANT Approach

ANT businesses are taking over

Google – designed for users, not businesses

Twitter – tapped into social behaviour

Amazon – made buying books easier

The Social Web for Business So, what is the social web?

The Social Web for Business You might think social media is this

The Social Web for Business These are just tools – snow shovels

The Social Web for Business How should we use the social web?

The Social Web for Business By providing “elegant organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Mark Zuckerberg – Creator of Facebook Quoted by Jeff Jarvis – “What Would Google Do?”

The Social Web for Business Identify the customer goal or problem

The Social Web for Business Understand the route they prefer to take / CC BY-NC-ND 2.0CC BY-NC-ND 2.0

The Social Web for Business Use the right tools to make it easier for them! / CC BY-SA 2.0CC BY-SA 2.0

The Social Web for Business See how many customers choose your route! / CC BY-NC-SA 2.0CC BY-NC-SA 2.0

What does this mean?

Listen and respond – don’t just broadcast

View everything from the customer’s position / CC BY-NC-ND 2.0CC BY-NC-ND 2.0

Treat everyone as individuals, not a mass market

Be an ANT! Care about Anthropology, Not Technology!

@Kimota

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