Transcript Document
The Social Web for Business Jonathan Crossfield 26th August 2009 The Social Web for Business Why should my business care? The Social Web for Business 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 Twitter is seeing astronomical growth *courtesy Hitwise Australia, July 2009 (Hitwise.com.au) The Social Web for Business But businesses keep asking the wrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Business There is a better question How can I use the social web to help consumers achieve their goals? The Social Web for Business Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where they’re going http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 Knowing the customer goal may reveal a better tool Wow! Cleanest driveway in the street! http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0 Human behaviour is the key! The ANT Approach The Social Web for Business ANT businesses are taking over Google – designed for users, not businesses Twitter – tapped into social behaviour Amazon – made buying books easier 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 http://www.flickr.com/photos/tyskis/ / CC BY-NC-ND 2.0 The Social Web for Business Use the right tools to make it easier for them! http://www.flickr.com/photos/jkransen/ / CC BY-SA 2.0 The Social Web for Business See how many customers choose your route! http://www.flickr.com/photos/grahamking/ / CC BY-NC-SA 2.0 The Social Web for Business What does this mean? Listen and respond – don’t just broadcast View everything from the customer’s position http://www.flickr.com/photos/quaelin/ / CC BY-NC-ND 2.0 Treat everyone as individuals, not a mass market Be an ANT! • Care about Anthropology, Not Technology! Thankyou @Netregistry @Kimota