Talking Social Media with the Edmonton Mayfield Rotary Club
Accepting a kind gift for speaking...
Walter is speaking about social media today the Edmonton Mayfield Rotary Club, and I’m (Mack) here to liveblog it! We’ve also got Krysta here recording some video that will be posted soon. Stay tuned to this post for updates!
What is social media? There’s a lot of buzz these days.
“This is not a fad, it’s quite serious.”
What’s the difference between today and a decade ago?
- Today we have a two-way broadcasting system, instead of a one-way.
- Individuals are just as powerful as organizations.
What are organizations doing today?
- They are stuck using old methodologies.
- Generally, they don’t work with the “creative class”, people who have been plugged for most of their lives.
- Most corporations want to control the message. It’s deep within their DNA.
- Companies need to learn to let go of some of that control. Not 100%, that would be reckless, but some change is required.
- Yes, once the company lets go of some control, some negativity will creep in. There’s fear. Companies are afraid they will put their brand at risk if they embrace social media – and that’s just not the case.
An example – Dell.
- Jeff Jarvis explained on his blog what a terrible customer experience he had with his Dell. He continued to blog about it over time, and called his situation “dell hell”.
- His message connected with others, who also blogged about it. Dell however, wasn’t listening.
- Eventually, Dell got the message and changed what they were doing.
Another example – Jeep treats social networking like another channel – example provided by Forrester Research.
- They woke up one morning and decided they had to be “cool”. So they started a Facebook group.
- The most popular Jeep group isn’t the official one, however, it’s a group created by a fan.
- Jeep missed an opportunity to built rapport with the existing community.
Where do you start with social media?
“Do you have the guts to encourage transparency within your organization? You need to be real, with customers and employees.”
Then you can get started.
- Listen to the Internet, to find out what people are saying about your product or service. Don’t assume they aren’t talking about you.
- Harness the collective intelligence of others out there on the web. Find out who the market leaders and influencers are.
- Once identified, you can work with them on a word-of-mouth campaign.
Does this work? Just look at Barack Obama. By far the most successful campaign in the world.
What’s the trap?
- There’s a very low barrier to entry. A teenager in their basement has the same power to create something as good or better than you can!
- Don’t assume that large companies have the advantage!
Time for questions!
- Are non-profit organizations making use of social media? Absolutely. It’s becoming increasingly common, it can definitely work for them.
- Can social media be used for scams? Like anything else, there’s always the potential for negativity. Your guard always needs to be up, it’s not specific to social media.
- As a small business, it’s hard to find time to just be there listening. What can you do, can your firm help? Definitely, fusedlogic can help you, this is one of the main services offered. And it can be automated, so that you find out when someone mentions your product or service. The problem affects all sorts of organizations, not just small businesses.
- How do organizations decide which site to use? We have MySpace, Facebook, etc. Which should we use? The first question to answer is, what is your objective? For example, if you know which demographic to target, you can help decide which networks to focus on. And it’s important to know that there are networks out there for specific purposes, such as LinkedIn for business.
- Can you comment on Twitter and what we saw on TV with the presidential election? It’s a microblogging service. You get 140 characters to update. In the case of Obama, his campaign used Twitter to announce when they were at a rally or on the move. CNN used Twitter to highlight what people were talking about during the election. The news breaks on Twitter – a good example is the recent earthquake in Los Angeles. It’s a great tool to quickly ascertain the heart of the story.
And with that, we’re done. Great presentation Walter and lots of good questions from the audience.
Barrack Obama and social media
If one is still wondering on how effective social media can be, they only need look at the social media efforts of the Obama campaign. Reports of US$639 million raised from over 3 million donors the vast majority of them online – social media had a undeniable impact on this. I’m fortunate to be speaking at a Rotary Club luncheon this afternoon and I intend on mentioning this fact during my speech. In the meantime, here’s an interesting Business Week article today about Obama’s efforts regarding social media and how future campaigns will never be the same…
I was invited to attend a CIPS dinner last night, the event was sponsored by Bell Canada as part of the ICE Conference and directed towards top CIO’s and business people. I’m writing an article on social media and large organizations for the Edmontonians magazine and thought this would be a good place to get a quote or two. Interestingly, I was able to speak with a number of Bell exec’s from several different departments and the answer was the same. “No we’re not using social media externally.” There’s a definite wait and see attitude throughout their culture on this issue. I’m wondering if the Bell brain trust has been paying attention to the US presidential election lately or at all?
During that same dinner, I was also able to speak to a couple of people who work for the Alberta Government. It seems as though they too are grappling with the use of social media among their ranks. As one AB Gov director said, “the upper management doesn’t think it’s being used but among the younger employees it definitely is…” There are reports of a planning across all ministries but it’s slow moving. Out of that discussion, I’ve been invited to present to one of the key government departments on social media. This may also have been due to the fact that we’re already working in this space to some extent.
Regardless, there is no denying that Barrack Obama broke the mold in many ways during this election, the world has changed forever (for the better I think and hope) and in my opinion so has the discussion regarding social media ROI.
