Michael Bromley
Social Media for Enterprise
Balance is the goal
First Step:
Start a conversation

Start local and move outward
Aims
Promote listening and generate open “conversation” with online participants
Promote better quality content integrated with multimedia
Create a bigger focus on user generated content, with user’s views, questions and comments
Set new KPI’s and reporting, based on international benchmarks:
Use measures that test influence, not just physical data about visitor numbers
Deeper traffic analysis & Social Analytics and Engagement metrics:
Links, comments, RSS subscribers, sharing etc
Measure site impact on the online conversation for key topics and
overall brand positivity
Where do we start?
41% of online users read blogs

 47% of the time on the internet is looking at content and 33% is communicating

 91% of users are likely to buy on recommendations rather than ads

 330 million online video viewers

 Twitter has 1 million users and 3 million messages/day

 LinkedIn has 19 million users

 MySpace has 110 million users
These are strong trends
Conversations are happening.....
Markets are conversations

Markets are getting smarter, more informed, more organized

People in networked markets have figured out that they get far better information and support from one another than from vendors

The networked market knows more than companies do about their own products

Companies that assume online markets are the same markets used to watch their ads on TV are kidding themselves

Companies can now communicate with their markets directly. If they blow it, it could be their last chance
http://en.wikipedia.org/wiki/Cluetrain_Manifesto
with us or without us
The conversastions will happen ... Who is listening?

For better control of our brand and our image we must participate 

We should participate and TRIGGER  conversation but we must follow through

Build a non-marketing community outreach to deliver a voice for our organization

Use the power of « buzz »

Reach people where they congregate online

Reach small but specific communities on the web

Give our customers a voice and let them know we hear it

Generate more traffic
Risks of not having a strategy
We can’t hear our customers
Our views and replies aren’t heard
Our customers view us as uncaring
The online community views us as stagnant and « old school »
How do we do it?
Activate it, use it, create buzz!
Educate,  Communicate, Listen
Participate in conversations…
It's what web 2.0 is all about!
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CONVERSATION