1. FROM SOCIAL MEDIA TO SOCIAL BUSINESS Ben Foster Ketchum SVP Digital Strategy @benphoster

4. Increased credit by $2,800

5. Rejected claim based on receipt

9. BEST BUY AND SOCIAL BUSINESS

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

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

13. FASHION?

14. SUPPOSEDLY?

15. THESE THINGS?

16. WE FEEL YOUR PAIN?

17. THE SOCIAL MEDIA BACKLASH

19. Searches for “Ad Blocker” “Watch Ads”

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

21. A social business extracts economic value from CONVERSATIONS

22. 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

23. 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

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

25. TOP FINDINGS

29. SOCIAL BUSINESS TRENDS EMERGING

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

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

32. “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.”

33. 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

34. 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

35. LISTENING – REAL LISTENING

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

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

40. 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

41. 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

45. SOCIAL MEDIA GOVERNANCE HTTP://SOCIALMEDIAGOVERNANCE.COM/POLICIES.PHP HTTP://SOCIALMEDIAGOVERNANCE.COM/POLICIES.PHP

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

49. 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

50. IDEAS ARE EVERYWHERE

51. EVEN TODAY!

52. 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

53. KETCHUM MINDFIRE

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

55. 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

56. THE NEED FOR SPEED

57. WHY SPEED MATTERS

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

65. 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

66. 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

67. Social Graph App http://apps.facebook.com/socgraph/

71. 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

72. 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