Category: Conference (Page 2 of 4)

How do non profits use social media

June 20, 2012 / Arne / 0 Comments

This was a conversation with Roberto Kusabbi from the British Heart Foundation and Euan Semple from Voice. Really, this is an overview of a number of things that have been discussed. And it includes a number of suggestions and experiences that will be very beneficial to you if you are looking to use social media for a non profit organization.

At the British Heart Foundation (BHF), they put social first. They do not consider it as a bolt on at the end, but everything needs to be centered around being social. That makes a huge difference in how you create the things you share, but also your ad campaigns for instance.

One of the biggest challenges Voice has found with their clients who are non profits is that it is hard to sell the idea into the organization. Even though as a charity you have a unique audience that is looking to connect to you, it is sometimes quite difficult to help the organization to get a vision to engage with people outside. And to be honest, it can be a quite daunting situation if you are a 14 year old that they have asked to tweet on behalf of a charity. Mainly because you were the only one they knew who was using social media tools in the first place. And if something goes wrong, people can jump on you from great height. These are the issues that need to be addressed.

You cannot just add a brand name, you need to add value to the community. That is the main thing for BHF to gain traction in their recent campaigns. And for them the promoted tweets were great value for money. Six months later they are still going over the data. And as a result of their campaign they have found 60 people that have said that after seeing the video on Facebook and Twitter, they have saved people’s lives. That for them has been absolutely incredible.

For Voice, another challenge that exists is that the level of experience of their client groups have is very basic. And their clients are very cautious about getting involved. Another reason for that is because it is harder to get budget allotted to online engagement. And then there are lots of questions to be answered. What to do, who to talk to, how does it work etc. Most of the people have not used social media on a personal level, so that creates a whole new situation. They get into new relationships that they have not been in before.

Roberto says that the biggest challenge is the culture within the organization. To be successful you need belief. Non profits are not built to be social internally. We are lucky at BHF, but that is what we see. You need to have clear leadership on the inside, so you can be social to the outside. If you use it well, you can do a lot more work through social media, but it is a cultural shift. Social is by definition quick and spontaneous. You can plan campaigns and other things, but it is important to be quick and spontaneous.

Euan shares that his dream is that everyone within a non profit can blog. There are many things that are intriguing to the outside that you take for granted on the inside. And it is the mundane that is interesting for the outside world. Luckily we see that more and more non profits realize that they have been hiring media companies to thick boxes, but that they need to more than that to be successful. Roberto jumps in and says that even though the content strategy is not sexy to talk about, it is vital to have good content. Once you are on the way with that you can create new content together with the people around you.
Euan reminds of statement Halley Suitt wrote which said “content is a pimp word”. Having a content strategy often sets off a bell for him as it can also mean you are feeding content into a machine. And that is the antithesis of personal contact.

Both agree that it is easier for newer organizations to integrate social. It is a lot harder to make that cultural shift for organizations that have been around for longer. And that is probably the biggest problem for non profits. A great bonus for charities, is that commercial organizations need to look for an ideal to sell, but charities have that ideal ready. That does give them an advantage.

The last question asked is whether they will be using Kickstarter for fundraising? But that is a route that is not new and other have done that already. Kiva is also a very good platform to raise funds on as that makes it easier to see where your money goes.
As a last addition Roberto adds that gaming companies are interesting to non profits as well. Not to just use the fashionable term gamification, but it can be very beneficial to apply game techniques to what non profits are doing.

Socialbakers; be socially devoted

June 20, 2012 / Arne / 0 Comments

The most important two words by Jan Rezab for his presentation were “socially devoted”. In all honesty, social media marketing so far has been mostly broadcasting. Companies are sending out their messages proactively, but they are still just sending out their messages. The interaction also needs to be social reactive. A conversation has two sides that means that both speak and listen. That part has been missing in many cases. Right now Emarketer says 80 or 90% of the companies are active in social media. But only a very small percentage of them is doing it well. At LeWeb Socialbakers presents a study that they have done for Facebook, but they intend to gather similar figures for other networks as well. From the figures they have gathered, they have deducted three main points that you can use as guidelines to becoming more socially devoted as a company.
They have put those three points into a very basic manifest:
1. Opening yourselves. Do not close your Facebook wall, or close your profile be open.
2. Responding to fan questions. At least 75% of questions needs to be answered
3. Communicating in a timely fashion. The industry standard is 28 hours to give an answer, which is much too long. You will not wait in a store for an answer for 28 hours.

Then Jan Rezab shows a couple of examples. Claro answers 90% of its question within 19 minutes. They are doing well. But If we look at car companies, that are effectively social companies, they answer just 17% of their customers’ questions.
Shockingly, Disney, American Express, Xbox, Skype, British Airways, McDonalds all have their walls on Facebook closed. What are they afraid of? Why do they not dare to answer the questions of their customers?
Through quick response and being socially devoted, Vodafone UK didn’t just cut the amount of questions through the regular channels, but they made 1 million Pounds in upsales. That can be completely assigned to being socially devoted to their customers.
Having a personal touch in social media is important. There are companies that are trying to automate the process like they have automated the phone services but really, do not automate it. You cannot automate real human interaction and the result comes from real human interaction.
Interestingly enough, with gains at close reach, we still see that 70% of all fan questions are not responded to. Which is strange if we factor in the efforts we make in marketing. We spend a lot of money to get people interested. But once we have them interested or once they have become a client, they are socially ignored. In 70% of the cases they do not receive answers to their questions. And that is a great challenge for companies.

If you want to read up on Socialbakers manifest, read up on it on www.socially-devoted.com. And if you want to, you can help to extend the manifest.

Startup, pitch passionately and relevantly

June 19, 2012 / Arne / 0 Comments

Over today I have seen a number of startup presentations and I have two startups come to me to pitch. Naturally, I love that. I love startups. However, there are times when you had better think your story over again. There are multiple questions that people will ask you over and over again. And if you are smart, you include them in your pitch.

I know this has been written about hundreds of times. But there are so many things that you can improve on your pitch.

Tell everyone your unique selling point. If you are not original and you are not able to communicate that to me. I will not use you. And neither will others.
Be confident in your product. Half of your presentation is how you present your pitch to me. If you are confident, I will be more confident in your product.
Check who is doing the same thing. Really, if you have not found them, you probably have not been looking hard enough.
Be social. Two startups I talked to today said that social network integration was on their roadmap for the future. That tells me that I cannot share it with my friends, nor will that bring my friends into your app. Bad thing. This is not a point on your horizon. This is something to do NOW before your startup dies.
Get your business model right. If your business model is completely based on advertising, think again. If you believe that your users are not willing to pay for your product, that means it is not worth anything to them. Rethink it.
Be original. Both in presentation as well as the way in which you present it. If you are passionate about your product, how on earth can your presentation be boring?
Don’t overcomplicate things. Both in technology as well as in wording. Yes, I want to know what it does. But no, I do not want to know the scripting language of your engine explained to me in seven syllable words.
Be clear. Of course you have a unique new technology that will able to beat your competition. But by all means, tell me how. Just saying that it exists is not enough. If it is defines what will become the user experience or if it defines your future value, name it. In simple terms, but name it.
Don’t kill your own story. Wordings like “we are completely unique”, “nobody else does it this way” or even statements like “Google and Facebook have not discovered this kind of” or “we can do this better than Google and Facebook because they are too big” will kill your story. People will shake their heads or even laugh and discard you as a dreamer that cannot be taken seriously as you don’t know what you are talking about.
Practice your pitch. You need to be able to tell me in 30 seconds what you are doing and I need to be able to understand in the same time. If you cannot tell me in 30 seconds, there is a fair chance you don’t have it clear yourself. So, practice. And not just to your friends or your mirror, but find your local Ikea. Why? Go stand next to the elevator and ask people if you can explain your business to them and that you just want to hear from them whether they have understood it. Don’t sell anything to them. Just have them listen and tell you whether they understand it. Because if they can, you do.
Focus on your strong points. Even if you only have two, that might just be your unique and minimum viable product. Twitter only had 140 character sharing and Instagram did a slightly different cut out for mobile pictures that got hit by a filter. That is not much, but it was enough. And they went from there.

By all means, go. Have ideas. Turn them into quick concepts and build them. And as that is a passionate period for you, please keep that passion alive for your presentation.

Picture from LeWeb London by Jamie Oliver on Instagram

Jamie cooking up pictures at LeWeb London

June 19, 2012 / Arne / 0 Comments

Picture from LeWeb London by Jamie Oliver on Instagram

Kevin Systrom, co-founder and CEO of Instagram and Jamie Oliver, cook, telivision personality and avid social media user took the stage together this morning. And the whole story of the way in which they know each other started when Kevin found a sneaky way of putting the Instagram app on Jamie Oliver’s phone about a year ago. And the next day he started to use it in his daily life.

Through the pictures he shares, Jamie sees that some things work better than others and some work more easy than others. And that is the way in which he uses it. He shares from his passion and then it is good to see when the things work and when they don’t. He took a picture of him being eaten by zombies one day, and that definitely didn’t work, so he immediately took it off. That is the reason why he likes Instagram. Like he says, when you have a 6 year old nephew who is using it and a dad who is in his sixties and he is using it, then you know it is good.
For Jamie the success of pictures can be seen in the comments and the likes. Apparently nobody in his audience seems to be interested in LeWeb as that only 400 people liked it in 20 minutes. He uses Instagram as a vehicle to share his story and to share moments in his live. And the good part is that he can use it to update his twitter and his Facebook.

A while ago Jamie had to do a speech at Harvard and he just posted a written message on Instagram and he got lots of response. He did the same with a job opening he had and he looks at the 10 hours after it was posted. And he got 300 applications.
The good thing is that it takes him about 15 minutes a day to scan all his responses. So, that is not that bad. His attitude on it is that we are all novices at this stuff and what really seems to work is emotion and recipes. The recipes obviously are due to the audience that follows Jamie. And lots of people are getting his recipes for free. Just before coming on stage, he talked to a women doing makeup and she never bought a book, but she got the recipes from the internet for free. He laughs about it. “It is not good news as I am about publishing, but we need to find out how that works.”

Right now they have a team of 40 people who run JamieOliver.com. And he is an avid user of Instagram, Twitter and Facebook. Obviously if you have lots of followers and lots of people commenting, you always have jerks there. The good thing about Facebook is that you can just get rid of the comments that are just crap, not true etc. A form of curation is possible. At Twitter this is not possible. And there is a trouble in that, because people will say stuff that isn’t true and other people will pick up on it and quote it as the truth at some later point. And then you will need to get into defending that.

Another reason why Jamie loves Instagram is that when people express themselves through pictures, they share more beautiful things. And when people share in words, it will usually be less beautiful. It can get ugly.

A great example of what online did for Jamie Oliver is that at some point, the FDA in the USA allowed food that was supposed to be processed into dog food, to re-enter the food industry and to be processed for consumers as long as it has 25% of something in there. Obviously that makes it very low quality. So Jamie started to run stories about it online, and the attitude of the American people changed. That had an impact that was so big that in the end, McDonalds pulled out and after they went, everyone else stepped out as well. Jamie has an attitude towards sharing things. If you give the public good information, they usually make good decisions. And this shows.

Jamie really things the future is digital. “I really, really do.” A great example is the way in which the Food Revolution went from a small office to all over the planet just through digital. We have been talking about the fact that TV is going to be changing a lot in the future and then nothing happened. But his idea is that a lot will change in that respect in the coming three years.

When Loïc asked Jamie what his advice was for the entrepreneurs in the audience, Jamie laughs. He points to the popular page at Instagram. “If you want to be successful, just look at the popular page. It is boobs, pretty girls and dogs. So if you want to be big, do something about boobs, pretty girls and dogs.” But then he goes on saying that it is more important to do genuine sharing. It has to be genuine. That means it is about sharing your passion. For him personally, he does not give a success story on how he set up his business. “Genuinely, everything I do is purely driven by creative ideas. If they are good enough they will be successful and it will make money, if they aren’t, they don’t.” He does note the difference between San Francisco and London where when you walk into a coffee bar in SF, you will always hear new ideas buzzing around you. It is a melting pot of ideas. and that is just not as present in London.

Signing off, Jamie shares that if you want to talk to him, you are much more likely to get in touch with him through Instagram than through any other medium. “And thanks for invading LeWeb with an army of French. But for heavens sake, please make the croissants a bit better next time.”

LeWeb London has started

June 19, 2012 / Arne / 0 Comments

Yes, we are on our way. LeWeb has just kicked off at its new London location. Over 1400 people from 50 countries have gathered. If you weren’t able to make it to London, don’t worry, you can follow everything from the comfort of your home. Check out the new live stream at YouTube.com/LeWeb.

Paris, LeWeb, Startupbus, friends and more

December 13, 2011 / Arne / 0 Comments

I am just coming out of an amazing week. It all started with the launch party for StartupBus Europe in Amsterdam. It was a great turnout and people were excited. Everyone was looking forward to a great trip, some big challenges and very little sleep. How right they were. Over three days of StartupBus we travelled 2700km from Amsterdam to an evening in Copenhagen, then to a lunch in Berlin, breakfast in Zurich and pitching over drinks in Paris. I will write much more about this in later posts. For now, I just want to thank Softlayer and Twilio for sponsoring the bus, Atlassian for their Amsterdam office and Startupbootcamp for sponsoring our parties. And of course thanks to Seedcamp for allowing us to pitch at their party and putting up a great prize for the winners.
Check startupbus.com/europe for more.

Then it was on to LeWeb. I love LeWeb. I have had people come up to me and ask me wether it is worth the ticket price. And again I have to say “yes”. The people that are their and the opportunities to meet new people are incredible. Together with Stephanie Booth and Frédéric de Villamil I was responsible for the selection of the official LeWeb bloggers this year. And I loved it. The team is fantastic and the official bloggers are a great bunch. During LeWeb I have seen great content, met great people and have made some great appointments for the near future. I am looking forward to some exciting steps.

More than anything else, last week was a week of friends. Meeting new friend and catching up with old friends. I love how the names of the StartupBus registration list have turned into what will possibly be live long friends. For the single reason that we have gone through an experience that nobody else has. It has created some great friendships. But I have also met a lot of other new people. At LeWeb, at a Sandbox dinner and at parties and clubs. I am looking to getting to know them better as online time progresses.

I am happy about the past week. I have not slept much and have seen all I might have wanted at LeWeb. But I am happy, because people say that the StartupBus Europe trip has been amazing for them. Because I have had people walk up to me during LeWeb to tell me how StartupBus Europe has inspired them. And because I have been asked to help inspire others to chase their dreams and build their startups. And that is what I am in it for. To inspire people and to help them reach their dreams.

Are you a blogger? Register to be an official LeWeb’11 blogger now!

October 4, 2011 / Arne / 0 Comments

About a month ago we opened up the form to suggest the bloggers you would like to see at LeWeb. And now it is your chance!

Do you think you can add unique coverage to LeWeb? Do you love writing about conferences and spreading the word on everything you have heard? Then you might be the blogger/podcaster/vodcaster/etc we are looking for for LeWeb.

What do we expect of official bloggers? We are looking for people that:
Have a passion for content and reporting;
Commit to attending and covering the conference (it’s in English) on their blog (any language);
Have significant reach and influence inside their community.
And naturally, they have to have a proper, publicly accessible and established blog or postcast. And by the way, having huge numbers of followers on whatever social network does not make you a blogger. Blogging does.
(An official blogger will receive tickets to LeWeb’11 for free. Every blogger will need to cover their own expenses for visiting the conference.)

Frédéric de Villamil and myself will be going over all submissions as they come in. This takes time. Please allow us to take that time. Each blogger we select to become an official LeWeb’11 blogger, will be contacted by us personally and directly.

Thanks!

And now, sign up if you feel you meet our criteria!

Got a startup? Be on stage at LeWeb’11!

September 8, 2011 / Arne / 0 Comments

Yes, LeWeb will have a startup competition again. This year LeWeb is looking for the three best startups for the Social/Local/Mobile (SoLoMo – yes, the theme) marketplace. Is that you? Well, it might be if you have got anything to do with any of these. And the best way to find out is to enter the competition.

Something that I personally love in the approach to the competition this year is that they will be including a video element in their competition. And they have already said that creativity and originality will be the key to success. So, bring out the video equipment, the pizza, drinks and snacks and do an all night brainstorm with your crew how you are going to storm this competition. Read more on the LeWeb’11 agenda.

Btw. why do I love that video element that much? Because I know it will be fun to do, but also because I know it can pull your team together more. Hanging out and trying to get the weirdest ideas going to present your startup will get the most out of your team and bring you closer together after the stress of regular business. How do I know? In 2008 I ran a video competition with Erwin Blom and Lucien Burm. Soocial did a great movie that took the complete Next Web conference by storm. (They were not actually in the end results for the competition as they also won The Next Web’s own startup competition.) Take a look at it below and then get to work!

Hassle Free from Soocial on Vimeo.

Send your favorite blogger to LeWeb11 in December

August 24, 2011 / Arne / 1 Comment

This year, I will be part of the team that is overseeing blogger accreditations for LeWeb. Together with Stephanie Booth and Frédéric de Villamil we will be making a selection of the best international bloggers (and podcasters) who will be invited to be official LeWeb’11 bloggers. However, we need your help to find the best bloggers for the job.

This year LeWeb’11 will be a three day conference. That is an extra day over last year, which means there will be 33% more great content. That alone is a reason to be there. The theme this year is SOLOMO, social-local-mobile. If you are not eligible for a blogger accreditation, you can get a ticket at €800 off until September 30th! If you are a student, freelance developer or a startup, there are different offers for you which you can find at the bottom of the registration page.

Right now, you can help a blogger go for free and be an official LeWeb’11 blogger. How? Just by filling out a simple form. Just tell us which bloggers you like and why you think they should be invited to LeWeb’11.

What do we expect of official bloggers? We are looking for people that:
Have a passion for content and reporting;
Commit to attending and covering the conference (it’s in English) on their blog;
Have significant reach and influence inside their community.
And naturally, they have to have a proper, publicly accessible and established blog or postcast. And by the way, having huge numbers of followers on whatever social network does not make you a blogger. Blogging does.
(An official blogger will receive tickets to LeWeb’11 for free. Every blogger will need to cover their own expenses for visiting the conference.)

We will be going over all submissions as they come in. This takes time. Please allow us to take that time. Each blogger we select to become an official LeWeb’11 blogger, will be contacted by us personally and directly.

Please keep in mind that being recommended is not part of a popularity contest. There have been some people that had that thought last year. Every blogger will be looked at and selected based on our own criteria. The number of recommendations that they have had is of no importance to us.

The main reason for us to work with recommendations, is that we want to discover important bloggers and podcasters that we might not have known of. And to make sure that we do not miss anybody we absolutely should be inviting.

So, here is the form. We are looking forward to your recommendations.

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If dreams could fly…

May 29, 2011 / Arne / 0 Comments

…they would fly on solar energy.

Last Monday I visited Solar Impulse at their hangar at the airport in Brussels. I could summarize the whole visit in one word: impressive. But, I won’t stop at that. It would not do it justice.

Walking up to the hangar I could feel a sense of anticipation within the small group that received the invitation for an exclusive visit to the plane. We had all seen the site, watched the landing in Brussels and followed Solar Impulse for a while. But nothing prepared us for the actual plane. It is huge. You can write about the wingspan as big as the Airbus A340, but if that huge A340 fuselage is not in between the wings, that makes for a completely different look. A look that is emphasized by the fuselage of the Solar Impulse that looks light and thin with a huge tail.

We were a privileged group. After taking some general pictures, we were invited ‘backstage’. We were so close we could have touched the plane. For me, this was a special moment. Not because you are on the other side of that line, but because behind the line, the sentiments were different. You could feel the excitement. You could feel the era of the early pioneers all over again. I believe this is the way you would have felt the excitement in the garage of the Wright brothers many years ago. Because that is the scale of the impact this project can have over time.

I believe in this project. Do I believe that we will all be flying in solar airplanes in, say, 20 years? No, I don’t. However, I believe that this project is one of the biggest steps in alternative power sources for transportation. If we look back into history, aviation and space technology have changed a lot for our cars and even our bikes. If we sit up and pay attention, this can do the same.

Solar Impulse is an inspiring project and even though one of its goals is to circumnavigate the world in 2014, their main goal is to inspire others. Unfortunately, that was where their display in Brussels fell short. When you see the plane from a distance, it is impressive, but you can also be deceived into thinking it is ‘just a plane’. Personally, I would advice them to create more of an experience around the technology that makes up the plane. It would not be hard to put a high-rise next to the plane, so you can see all of the 11628 solar cells instead of just seeing a little row before the curve of the wing. Also, it would be great to show the technology behind so many parts of the plane. Just put a huge styrofoam blok in the display for people to touch and lift up, so they can all feel how light the housings of the engines are. And a display case that shows the construction of the fuselage would be nice as well as it is mainly a sort of aluminum foil that is stretched onto a frame. Not to mention the fact that the wings do not have the solar cells stuck to them, but the solar cells are part of the actual construction. These are things that trigger people and make them understand that this plane is beyond what they have seen before. And it triggers that feeling of pioneering for a greater future.

Bertrand, if you read this, hat off to your efforts. I love it, but already knew I would after our interview in Paris at #LeWeb10. Elâ and Stephanie, thanks for hosting the visit. Sorry I couldn’t make the breakfast. I hope I can be part of the inspiration you want to give others through the blog and my suggestions. And naturally that also includes my suggestion to have Solar Impulse take a package on one of its next flights to make it the worlds’ first solar cargo plane as well.

May the project soar to unknown heights!

How many apps do you want?

December 16, 2010 / Arne / 0 Comments

At LeWeb I met a number of startups. They ranged from not very interesting to very interesting. However the thing that really struck me when talking to them is that they are still so focussed on being the one platform for their users. Most ask you to import your friends, or ask you to at least invite them to their service. A lot of them work only with the information in their own databases and rely on their users to fill them. Frankly, I was disappointed. As an example, I was approached by a startup which operated only on the iPhone and which could recommend places to go based on what others had said about it. The good part of this app was that it connected with Facebook. One less account to worry about. The bad part was that they gathered the information my friends had put on Facebook through their social checkins through other apps. The main problem with this was that I needed to use the app to find a place where I could go. Then I needed to open an app to tell me where to get there. After I had arrived, I then needed to close the app and check in through a number of other apps. I would then use other apps while I would be at the venue for whatever I would want to share with my friends. And at the end of the night I would have to open their app again to rate the venue, tell others what I had done and share that through their network. Honestly? For me, that makes it useless. If you are building an app, try to incorporate the most obvious things into your app so that it your user is not hassled by it, but gets the feeling that the app makes life easier for them.

In the case of this particular app, it would have been much easier if they would have chosen to include checking in on the most available sites such as Foursquare, Gowalla, Facebook pages etc. And it is not that hard. Most offer an API which you can use, making it relatively easy to incorporate.

What it really comes down to is determining how your app can make your user’s life easier. Because that is the reason we use apps. We want them to add to our life instead of making it an extra something that we need to do. So yes, it is great if “there’s an app for that”, but it is even greater if there is a single app that follows through the whole process that the user is in. And better still if that is done regardless of whether the service the user wants to use is part of the developers’ stable. If that is something you can do for your customer, you might just be on to a winner.

LeWeb10: Jeremiah Owyang: 2011 het jaar van de integratie van social media

December 14, 2010 / Arne / 0 Comments

Afgelopen donderdag stond Jeremiah Owyang op het podium bij LeWeb in Parijs. Hij sprak daar over de ontwikkelingen in de corporate markt voor sociale media. Alle data die hij heeft zijn internationaal en verzameld bij de grote corporates. Het volledige rapport heet “Report on the Career Path of the Social Strategist”.

Uit het onderzoek is gebleken dat de meeste strategieën van ondernemingen een kortstondig karakter hadden. De meeste plannen liepen niet langer dan twee jaar. Jeremiah noemt 2010 dan ook het jaar van de formatie van sociaal ondernemen.
De aanpak van sociale media valt in 41% van de gevallen onder marketing en in 30% van de gevallen onder de corporate communicatie. De verwachting van Jeremiah is dat dit in de toekomst gaat veranderen. Hij verwacht dat sociale media zullen verschuiven naar support en uiteindelijk per product zal worden opgedeeld naar landen en regio’s. Een onderverdeling die heel logisch lijkt als je ziet wat het effect is van de inzet van sociale media.

Toen ze onderzochten welke modellen er gebruikt worden voor de inzet van sociale media, kwamen ze uit op vijf verschillende modellen.
Gedecentraliseerd: Iedereen binnen het bedrijf kan het starten en uitrollen en het toont zeer authentiek voor de ontvangers. Maar aan de andere kant is het ook rommelig. Sommige punten zijn actiever dan andere, niet iedereen is met elkaar verbonden en uiteindelijk zorgt het ervoor dat je klanten een slechte ervaring krijgen.
Gecentraliseerd: Hierbij wordt alles gecoördineerd vanuit een centrale groep. Meestal is dat corporate communicatie. Het voordeel is dat alles gecontroleerd en consequent is, maar het nadeel is dat het vaak niet authentiek overkomt op de markt.
Hub and spoke: Dit is een schaalbare aanpak. Hierbij werkt een klein centraal team met verschillende business units en/of product teams aan de buitenkant. Het voordeel is dat er meer verantwoordelijkheid genomen wordt door de verschillende onderdelen, het nadeel is dat het langer duurt voor dit model werkt.
Het paardenbloem model: In volwassener organisaties komen we dit systeem tegen waarin verschillende hub and spoke systemen bij elkaar komen.
De volwassener organisaties hebben dit verder uitgebouwd tot het paardenbloem model, ofwel een systeem waarin meerdere hub and spoke systemen bij elkaar komen.
Holistisch of honingraad: In deze opzet kan iedereen binnen een organisatie sociale media gebruiken en ze doen het op een consequente en georganiseerde manier. Mooie voorbeelden daarvan zijn Zappo’s en Best Buy.
Uit het onderzoek is gebleken dat de meerderheid van de organisaties nu gebruik maakt van het hub and spoke systeem en dat er al een aantal zijn die de stap naar het paardenbloem model maken. Het op een na populairste model is het gecentraliseerde model.

De uitgaven aan sociale media worden voor een groot deel bepaald door hoe volwassen een organisatie is in het gebruik van sociale media. Dit is duidelijk in de presentatie terug te zien.

De verwachting is dat 2011 het jaar is van de integratie van sociale media door grote ondernemingen. Op de vraag wat de interne doelen zijn voor sociale media voor het komende jaar antwoordde bijna de helft dat het meetbaar maken van de return on investment het belangrijkste doel is voor het komend jaar. De verwachting is dat hier een grote markt ontstaat voor organisaties die in staat zijn het effect te meten. Daarnaast zal het ook een goed jaar gaan worden voor organisaties die social business weten te integreren in corporate websites. Toen de verantwoordelijken gevraagd werd waaraan ze verwachten hun budget voor sociale media uit te gaan geven in 2011, dan blijkt uit de grafiek dat alle uitgaven aan sociale media zullen stijgen. Het gaat niet om hele grote groei, maar wel om een gestage groei die per onderdeel zo rond de 10% ligt.
De ervaring die een organisatie heeft in het inzetten van sociale media bepaalt in grote mate waaraan het geld wordt uitgegeven. De grootste groei in de algemene lijn wordt gezien bij het inhuren van mensen om de strategie uit te voeren. Maar startende organisaties vertrouwen op traditionele bureaus, waar de ervaren organisaties steeds vaker kiezen voor sociale media specialisten in plaats van traditionele bureaus.

Jeremiah geeft organisaties ook advies over waar ze hun geld het beste aan kunnen uitgeven. Daarbij begint hij te zeggen dat je de juiste mensen in moet huren. Social media goeroes, ninja’s en mensen die zich op de borst kloppen vanwege hun aantallen volgers zijn naar zijn mening onbelangrijk. Je moet als organisatie business program managers inhuren of mensen die sociale media zien als een programma dat gedraaid wordt met duidelijk doelen. Kies altijd eerst voor zakenmensen en daarna pas voor mensen met grote aantallen volgers, is zijn devies.
Wees pragmatisch over het inzetten van sociale media in de corporate website. Als je een grote button op je site zet met daarin “Volg ons op Facebook” of “Volg ons op Twitter”, dan doe je je eigen organisatie geen plezier. Waarom niet? Omdat je net veel geld geïnvesteerd hebt om mensen op je site te krijgen en dan stuur je ze weg naar netwerksites. Als je succes wilt hebben met sociale media voor je eigen organisatie, link dan niet naar buiten, maar integreer de functies uit de sociale netwerken in je eigen site, zodat mensen er op jouw site mee aan de slag kunnen. In zijn presentatie geeft Jeremiah Owyang ook nog de acht stadia van integratie van sociale media in sites. Hij geeft hierover tijdens zijn presentatie niet meer informatie, maar hij heeft hier al eens eerder een blogpost over geschreven.
Als derde zegt hij dat als je adverteert, dat je je dan niet moet richten op het adverteren met behulp van skyscrapers, advertenties die over hele sites uitgesmeerd worden, of andere manieren van passief adverteren. Als je wilt adverteren, maak dan gebruik van advertenties die ervoor zorgen dat mensen er over gaan praten, de advertentie door gaan sturen, of hem als leuk aanmerken op Facebook bijvoorbeeld. Dit bevorderd mond op mondreclame en geeft je het meeste waar voor je geld.
Zijn vierde advies is om een leger van onbetaalde promotors van je merk te ontwikkelen die van je merk houden en die om die reden anderen willen helpen om ook van je merk te houden. Dit is ook een schaalbaar model. Een webcare team is geen schaalbaar model, want je kunt nooit genoeg mensen inhuren om met iedereen een persoonlijk gesprek te hebben. Daarnaast reageert een webcare team vaak alleen op negatieve uitingen. En dat leert consumenten een verkeerd gedrag aan. Zo leren ze dat de beste manier om hulp te krijgen is dat ze op een merk afgeven tegenover hun vrienden. Daarom is dit een veel betere aanpak.
Ook raadt hij aan om gebruik te maken van schaalbare systemen zoals Social Customer Relationship Management en Social Media Management Systemen om zo sociale media beter te integreren in het relatie management van de organisatie.
Als laatste geeft hij nog aan dat het belangrijk is om te leren goed te meten volgens de ROI piramide. Dit betekent ook dat de juiste cijfers bij de juiste personen terecht moeten komen. Zie ook de ROI piramide in de presentatie. De meest gemaakte fout hierbij is dat de directie cijfers krijgt over volgers en retweets. Dat werkt niet. Geef deze groep zakelijke cijfers zoals omzet, reputatie en klanttevredenheid. Daar kunnen ze mee werken.

Hieronder staan de slides die Jeremiah Owyang heeft gebruikt en de video van zijn presentatie.