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Utilizing the Connection Power of Social Media for Your Business
Social media allows you and your business to participate in an open dialogue with your target audience.
The use of social media channels for business can be much cheaper than the traditional approach. You can use existing platforms to minimize spending on tools, developers and consultants. Depending on the need you are addressing, you can utilize existing resources and teams. For example, for customer interaction, you can use your customer service team who already knows your products and services. They are trained in customer relationship management so they have an advantage in engaging customers. How big is the social network? The answer to this determines the potential you have in reaching your target audience.
Social Media Usage and User Stats
Last month, Facebook announced that it has reached the milestone of one billion monthly active members. Twitter has reached half a billion users last June 2012, according to the analyst group Semiocast. LinkedIn reported 175 million registered users last July 2012. YouTube streams 4 billion online videos each day. This is more than one for every other person on Earth and a 25% jump over eight months ago, according to Gartner research. WordPress, the leading blog platform, powers 56.4 million sites (including mine) worldwide and has over 367 million people view more than 2.5 billion pages each month.
All of these usage and user statistics make a strong indication of the massive connection power of social media. If you are a company whose vital need is to connect to your customers, you cannot discount social media as just an alternative channel of communication.
The key is to be in the world of social media, to be there right now and establish a presence— even if you think that social media is still considered a “future initiative” for your company. Starting early through staged implementation may overcome a learning curve before adopting a company-wide social media strategy.
Selecting the right Social Media Platforms
When selecting which social media platform is right for your business, it is important to understand who your target audience is. You should aim your efforts towards the channels they use. Based on my experience, the most effective approach is to use a combination of two or more of the existing platforms that has a strong active user base. Social media platforms can serve various purposes. The main thing is to find the right mix that takes advantage of the respective benefits that each one brings.
Benefits of Using Social Media Channel for Business
For example, you can make WordPress and/or YouTube as platforms to create and house your contents. Tap internal resources to develop articles, pictures, video and blogs about your business, products and services. Then you can deploy Facebook, (and/or) Twitter and/or LinkedIn as a means to push those contents to your target audience (push strategy). Facebook and Twitter work well for consumer brand companies while LinkedIn work better for a more targeted audience based on field and industry. LinkedIn and Facebook can serve as an effective platform to engage your audience (current or prospective customers, etc.) around the topics or ideas you want to talk about in a community type approach.
Social media allows you and your business to participate in an open dialogue with your target audience. It permits you to respond almost instantly to industry developments and have an effective push strategy for information you want to disseminate. The connections your business make with customers and other entities outside is vital. The use of social media can improve your business in a number of key areas: marketing, corporate communication, brand visibility, customer engagement, locating strategic commercial partners, recruitment, and business intelligence.
It Is All About Culture Change
Social media adoption in the workplace is harder than your traditional ERP implementation, here is why
Just about everyone is very familiar with social media nowadays. People using it are increasing by the millions. It was the same with books and television decades ago. Today, in a very short time, social media has become an intrinsic part of our daily life.
With that thought, will adopting social tools (that we are familiar with) in the workplace— be easier considering the people’s familiarity with social media?
The answer is no. Enterprise application of social media has been a serious challenge for those who have tried. Many companies have tried and failed. It is nothing like implementing (for example) an ERP system where you define the roles, processes, guidelines and then ask employees to follow. In this ERP system scenario, your focus is actions, compliance and results. If you have strong executive support, you will make it happen.
Adoption of social tools in the workplace setting requires more than compliance and a management mandate. It is about culture transformation from within and for everyone– nothing less. For example, today if an employee has an idea, he goes to his boss to discuss an idea or goes to the board to present it as a proposal, or send an idea narrative by email. Now, consider the alternative of posting ideas as wiki and letting everyone else read, comment and even change them.
The point is, social media adoption or enterprise 2.0 implementation is not easy because it is about changing how people interact, collaborate and work. It is about changing the organizational culture. It is nothing that can be mandated (otherwise, all you get is shallow compliance). For you to have a meaningful transformation that is sustainable you have to work at the level of people’s experiences to influence their beliefs and behaviors. Only then can you have them change how they act and work. Experiences foster beliefs, and if you have enough of those to change the mindset of your employees you will slowly see adoption happen.
My advice is grassroots adoption through structured learning experiences. The communication and implementation of the grassroots approach must be focused on the benefits to the users first and then promotion of the value creation for the company next. It is easier to convince employees to change the way they work if they understand that this will make their job easier. This approach is important. It will fuel slow but self-reinforcing transformation.
Photo courtesy of Ponsuwan
Blogging, Learning, Profexor.com and Social Responsibility
“One attribute of true learning is a sense of curiosity and wonder. A second is an experience of openness to new possibilities. A third is that the process of searching for an answer is more important that having an answer. Finally, it is necessary to have an approach to one’s environment characterized by experimentation: accessing information, analyzing that information, and looking for connection and relationships.”- John W. Thompson
Blogging and Online Learning
Why do you maintain a blog? You seem to spend so much time making sure that there is a continuous flow of relevant contents- what do you get from it? These are common questions friends and colleagues ask me. For me, writing is all about sharing knowledge (even the little that I know in my profession) and learning in the process by interacting with my readers. We learn in all kinds of ways, whether through conversation, reading books, attending formal training, and even writing. By doing those things we are taking in and processing new ideas. If you are an Internet user who is accessing websites for your regular news, using social media to interact with friends, reading Wikipedia, doing routine searches– you are bombarded with tons of information. Whether you like it or not, you are already absorbing a lot of information online. You are learning in one way or another. Come to think of it, the jump to more formal learning – using online teaching platform with the latest computer applications – is not such a big leap. We are already familiar with finding, sharing and processing information online.
My former boss, mentor and friend Tony Molares – who recently joined Profexor.com, an online learning platform, as their CEO – talks passionately about his amazing opportunity, to lead a company that leverages technology to provide knowledge through web platforms. He explained to me that online learning tools, because they are so accessible and affordable now, eliminate barriers to learning. They improve the knowledge and competitiveness of people who use them. In the long run they contribute to a better learning society. Providing learning opportunities is the most important mission of Profexor.com — a company providing online training programs. The website caters to the Spanish-speaking market. Profexor.com brings together the knowledge of many professionals worldwide, including experts in computer media applications, process engineers, editors, web designers, marketers, and researchers. Profexor.com is current developing learning contents related to self improvements, leadership, and other competencies that will enable professionals to be competitive in the business environment. It is the company’s goal to offer via this alternative online educational platform an ongoing, rewarding personal experience that fosters growth, self improvement and innovation.
Social Responsibility by Providing Learning Platform
What’s so noteworthy about Profexor.com is its target audience—the Spanish-speaking market. I know most, if not all of the courses in Profexor.com are delivered in Spanish. I remember when Tony showed me the website; the first thing I asked him was, why not offer the courses in English as well? I thought that for sure they will have a wider reach and much larger customer segment. When Tony explained to me that one of the company’s purposes is to bring more learning opportunities to Spanish-speaking people and provide them access to information and more contents (otherwise available only in English), I understood right there that the company has a deeper mission. The individual’s ability to learn and innovate is a direct driver of his capability to compete and succeed. Tony is right, there are countless websites offering online courses in English but only handful that provide the same level of quality of content in Spanish and competitiveness in pricing as Profexor.com. I think it is very inspiring and remarkable for a start-up company to have that sense of social responsibility from the beginning.
Just as the world has changed, so too has the platform for learning. I am not saying online learning tools like Profexor.com replaces the traditional and formal education provided in schools and universities. Also, I am not saying that blogs and other forms of online clutter should replace the traditional forms of knowledge media like journals, magazines and books. Both platforms: old and new, traditional and modern, are applicable to the learning process of today’s world. The great parallelism that I see between Profexor.com’s mission (be it the platform of learning for Spanish speakers) and my personal purpose for blogging (sharing knowledge) are the acts that benefit society at large—call it “Social Responsibility“.
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Collaborative Research: Smart Use of Peer Networks to Improve Efficiency and Spur Innovation
On my article about Social Shared Services, I examined the possibilities of adopting social media practices and social collaboration toolsets as part of the shared services offering and communication channel. The “social media adoption model” I referred to does not apply only to shared services organizations but also to any other services organizations looking to harness social media.
If you read my article on Social Shared Services, I cited ”external collaborative research” as one of the six components of the social shared services model. It refers to the interaction of organization’s members with peers in other companies through “social” media and collaborative channels. This interaction results in collaborative research, benchmarking, enriched studies and shared best practices. This artcle aims to give a concrete example of how organizations can participate in forums and collaborate with external parties.
Peeriosity, an Example and Success Story
There are existing platforms in the internet that allows “social” or collaborative engagement using advanced Web 2.0 toolsets. Take for example, the website Peeriosity. It is already used by many shared services organizations and companies worldwide. Peeriosity uses innovative platforms to enable collaborative communities and facilitates the sharing of experiences and best practices. This type of collaboration brings together a broad number of individuals with different areas and levels of expertise. When collaborating with peers, you want a wide selection of qualified individuals to work with. This platform allows organizations to engage peers beyond their internal ecosystem and to participate in forums, webcasts and research. Each research area includes live webcasts featuring leading experts and recognized peers on key topics. Participants can actively ask questions and share their perspectives and experiences.
The tool in Peeriosity that I best like is iPolling. If you have an idea or a problem in your office environment, you typically look for co-workers within the company to discuss it. It is the same with iPolling except that you can confer not only with your co-workers but also your peers in other companies. With iPolling you can create your own poll in just a few minutes. Peeriosity then professional reviews it and distributes it to peers who have the most interest and experience in your specific topic. Poll results include a summary chart and the underlying detailed results. I think it’s a great way to get feedback from your peers about topics you care about and engage them in direct poll discussion and comments.
Benefits of Peer Networking and Collaboration:
Here are some benefits that I see for companies participating in cross-company and cross industry collaboration:
- Organizations can construct and enrich innovative ideas by leveraging the diverse and expansive expertise of the collaborative network.
- Attain benefits of scale through effective collaboration with peers across geographies and across industries concerning a topic of interest.
- Drive continuous learning in the organization by allowing its members to participate in webcasts and online forums.
- Maximize collaborative research efficiencies and reduce consulting costs.
- Drive employee engagement and performance by optimizing flow of good ideas.
Interaction with an “extended” peer network can have a profound impact on creating a learning organization that can adapt, collaborate and innovate. I view new collaborative platforms like Peeriosity and other similar services online as an extension to collaborative channels already available to you. This is the same type of engagement you would experience when attending annual industry conventons and personally meet professionals in the same industry or practice. I personally don’t believe these types of platforms are possible replacements for traditional conventions, forums and training programs but instead, it allows you to continue the same level of meaningful interaction with your peers long after the event.
I will leave you with the following questions: Is it time for your organization to adopt social networking practices and tools? How can you build a more collaborative and innovative organization? How can you promote patterns of collaborations that will allow your organization to become more efficient, innovative and engaging?
Image courtesy of www.peeriosity.com
CEMEX’s Innovation Through Collaboration
“Self-organization, the most recent technology-fueled transformation. It’s employing technology to let people interact as they wish, with few or no workflows, rules, or hierarchy, then harvesting the good results that emerges.” – Andrew McAfee
Recently CEMEX was selected to participate in the Forrester Groundswell Awards for innovation in social media among employees. Learn more about what CEMEX is doing to leverage social tools for collaboration and its enabling platform called Shift. Participate in the Forrester Groundswell discussion online where you can vote, comment and learn more about Shift.
CEMEX has embraced this Collaborative Revolution. It shows the commitment of the company to continue innovating for its customers. It demonstrates how it values collaboration without boundaries. CEMEX has joined the Collaboration Revolution by introducing an internal collaboration platform called Shift, designed to innovate and help make the company more efficient and agile by letting employees or groups of employees with similar objectives share opinions, thoughts, information, experience, knowledge and best practices. Since its launch more than 200 communities have been created and employees are sharing best practices across all operative units. The collaboration platform is also helping CEMEX to create new value propositions in order to maintain and improve the company’s competitive edge.
There are over a billion users of social media sites on the Internet. Between Facebook and Twitter alone there are more than to 700 million unique user accounts. Companies have stepped up to leverage these new social tools to enable self organization teams in the business with the objective of encouraging more collaboration, information sharing and innovation. One of the defining principles of social media is collaboration. Groups of people and even virtual teams with members from different geographic locations and organizational levels can work together in a project. These new collaborative tools are designed to change the way we collaborate with our extended network. It is designed to provide less structure, simple mechanics, and allows users to lead the way. This approach requires employees to communicate, to share, to interact and to generate contents and value output.
Again, you can join in the ongoing Forrester Groundswell discussion online where you can read more about Shift, comment and submit your rating.
How Gerry Dasco Brought Us Together
Our old alma mater is the only Catholic school in the small and quiet city of Catbalogan (Philippines) of around 90,000 people. Just like me, most of my classmates hail from Catbalogan and other surrounding small towns and barrios. Most of us spent our formative years together— a year in kindergarten, six years in elementary and four years in high school. We knew that our high school graduation was sort of our break-off point. From there, each one of us headed our separate ways, chased separate dreams. I went to Manila, the nation’s capital. It was common for people like us who grew up in the province to move to the big city to study and then work. A few would return home. I attended university at De La Salle University. Some chose to stay in Catbalogan and many of them now work and serve our hometown. I am proud of what we’ve accomplished individually. We are now successful accountants, engineers, doctors, nurses, pilots, educators, judge (youngest in the country), businessmen, politicians (vice mayor of Catbalogan) and many other professionals.
Our Ultimate Social Media Guy
It is seldom that someone brings together 30 or more friends from 20 years back to reminisce the years spent together. That was what Gerry Dasco managed to accomplish for us, his high school batch mates of ‘93 from Sacred Heart College (now called St. Mary’s College). I see updates from classmates and old friends in Facebook almost everyday. I am often just browsing and curious about what they do now and how their families are. From time to time I look at their pictures and am amazed at how older and mature we’ve become and how fate have brought us to different journeys. On a few occasions, when I am able to, I greet classmates on their birthdays and congratulate them on their triumphs. It was always limited, sporadic chance encounters and more often without frills, without conversations… until Gerry brought us together!
I remember Gerry as being a shy, quiet, simple gentleman in school. He was definitely not the type to gather folks together for a party with the promise of conversations, dancing and beer. Gerry waited for his moment and he did the most amazing thing— something most of us wouldn’t dare do or couldn’t do for many years now.
He orchestrated an event conceived so creatively. How he managed it with simplicity amazes me. First, Gerry posted old scanned pictures from his high school photo album in Facebook. He then tagged everyone, wittingly and knowingly inviting us to look.
That started the flow of conversations, sharing, questions, and remembrance. He didn’t stop there; Gerry made a collage of old photos and new photos (picked from Facebook) put them side by side – kind of showing the before and after photo of each one of us. The collage brought even more friends and classmates into Gerry’s organized (virtual) high school reunion. The beauty of it was that he even got us to take it to the next level… all the way to how we would organization the hosting of the alumni homecoming event in 2017.
It’s amazing! A lot of us thanked Gerry for what he did; he clearly gets this social media thing that many of us are still just starting to grasp. Gerry is my ultimate social media guy! He understood that the key to successful social-networking and reunion is to be deliberate.
He understood that the simple concept of Web 2.0 and social media revolves around the convergence and interconnectivity between links, users, and information.
He transformed interactions between his batch mates from just sharing meaningless frivolity to being purposeful and it naturally led to real-time conversations. Gerry was focused and thought about how to capture what is important from the network, and organized our interactions accordingly. Most of all, he created for us our own social space.
Thanks again, Gerry!
Forecast 2020: Web 3.0+ and Collective Intelligence
“We know what we are, but we know not what we may become” – Shakespeare
The ancient Chinese curse or saying — “May you live in interesting times.” — is upon us. We are in the midst of a new revolution fueled by advancements in the Internet and technology. Currently, there is an abundance of information and the size of social interaction has reached a colossal scale. Within a span of just one generation, the availability of information and our access to them has changed dramatically from scarcity to surplus. What humans will do or try to do with such powerful surplus of information will be the main topic of this article. First, let’s understand what brought us to this current state.
Past and Present (Web 1.0 and Web 2.0)
The best way to explain what Web 2.0 is to compare it to Web 1.0, its earlier version. Web 1.0 is a general reference to the World Wide Web before the developments of advanced Internet collaborative applications. This was the period when the Internet was dominated by companies maintaining heavy and static sites for promotions and marketing. At that time, it was difficult to maintain personal websites.
Afterwards, there was a sudden shift to Web 2.0. Web 2.0 is what many commonly refer to as the Social Web. It is the portion of the Internet that is developed continuously and interactively by participating Internet users. It is commonly associated with web development and web design that facilitates interactive information sharing, interoperability, user-centered design. Web 2.0 is a catch-all term used to illustrate a variety of developments on the web and a perceived shift in the way the web is utilized. This has been characterized as the evolution of web use from passive consumption of content to more active participation, creation and sharing – to what is sometimes called the read/write web.
Fast Forward to 10 Years from Now (Web 3.0 and beyond)
In 10 years, humans and computers will join forces to create “collective intelligence”. Technology will evolve as such that the Internet (and information within it) will be accessible and available to everyone— this will exponentially increase the already massive data we exchange today. How we (and machines) will make sense of as well as analyze and synthesize this collective information, is what will bring us to Web 3.0 and beyond.
Let’s focus on the resulting element — the “collective intelligence”. Think about it as billions of human brains working using future super computers as a platform. Massachusetts Institute of Technology (MIT) professor Srini Devadas described “collective intelligence” as consisting of two pillars: cloud computing and crowd computing. Cloud computing is using the Internet as a platform and making access to information available to everyone. Crowd computing, according to him, involves the analysis of information into “collective intelligence” far beyond what we have today.
Please refer to the following diagram where I illustrate how man and machines will achieve such an amazing accomplishment. This involves the process of filtering, synthesis, validation and application that will result into “collective intelligence”.
The “Web 2.0 clutter” – the surplus of information – is the raw material for “collective intelligence”.- Web 3.0 is essentially the high-quality content resulting from the Web 2.0 mash ups using Web 2.0 technologies as an enabling platform.
- In the future, more effective “Web 3.0 Filter Services” will allow us to mine billions of gigabytes of information and organize them into sets of knowledge-based containers for synthesis and development.
- The next filter is the human element- the “facilitators”. This is the cult of experts and gurus. The “future philosophers” in the “future universities”. I believe they will be highly organized and moderated.
- They will organize the results (the branch of new thinking) into highly specialized information silos. This output is what I call “new things” or “collective intelligence”. New Information, New Technologies, New Discoveries, New Knowledge, New Inventions, New Philosophy — New things!
Obviously this is part thought-experiment and part prophesy. I meant to write this to explain how we got to the present state and where it will lead us in a decade. I am encouraging more conversations about the topic. Feel free to comment and post your ideas.
Understanding IT’s Value in Organizational Transformation
Do you spend a significant amount of time measuring performance and looking for ways to improve your service? When you delve into that process of evaluating your effectiveness and efficiency of service, you are, in fact, evaluating your value. Typically, big companies invest one percent to four percent of revenue in IT. This investment is usually spent on integrated digitized platform implementations, continuous innovations, and day-to-day IT operations. Businesses must see the value and return of these investments; otherwise, they won’t put their money in it. What are businesses doing with all that hardware and software IT is providing?
Andrew McAfee is a principal research scientist at the Center for Digital Business in the MIT Sloan School of Management. In one of his articles for the Harvard Business Review entitled IT’s Three Key Organizational Transformations, he outlined what he thinks are main organizational transformations that IT provides the businesses. He wrote that companies in all industries are using Information Technology to accomplish three broad and deep transformations: they’re becoming more scientific, more orchestrated, and more self-organizing.
Run Scientific Methods
Andrew McAfee mentioned the need for making the company more scientific. He meant that companies are able to use advanced scientific methods using new technology. “Computers, of course, are amazing tools for science” he wrote, “they can gather huge amounts of data, conduct sophisticated analyses of it in the blink of an eye, run elaborate simulations, and serve as experimental testbeds.”
I attended the most recent SAPPHIRE conference hosted by the German software giant SAP in Orlando, Florida. SAP presented its newest innovation on In-Memory computing. Co-founder of SAP, Hasso Plattner, declared that by using In-Memory Computing technology, companies can now store data of the whole enterprise in memory. This technology will increase the computing and processing speed of enterprise applications and will give rise to next generation business analytics. You can just imagine the type of scientific analysis companies can run with such high speed databases.
Orchestrating End-to-End Business Processes
In this article, McAfee defined orchestration as designing how work will be done, and then assuring that it is actually executed as designed. Once re-engineered processes gets embedded in ERP and other enterprise systems it becomes much easier to ensure compliance. He gave an example to illustrate his point saying that applications like— CRM, sales force automation, supply chain management, procurement, and so on have brought tight orchestration to every part of the company, and pushed it down to almost microscopic levels.
One of IT’s major roles in most big firms is to implement and run digitized platforms. It is usually anchored on a major piece of purchased enterprise resource planning software- such as SAP and Oracle. Software companies are moving quickly on innovating applications to keep up with business demands. The unforgiving global economy brokers no excuse. Business expects IT to provide solutions that help them to stay competitive and in position for growth.
Enable Self-Organization
“Self-organization, the most recent IT-fueled transformation”, McAfee wrote, “is the exact opposite of orchestration. It is employing technology to let people interact as they wish, with few or no workflows, rules, or hierarchy, and then harvesting the good results that emerge.” The paradigm of self organization has exploded in this part of the decade. In some ways, it started outside the confines of enterprises. There are over a billion users of social media sites on the Internet. Between Facebook and Twitter alone there are more than to 500 million unique user accounts. Companies, with the help of IT organization, have stepped up to leverage these new social tools to enable self organization teams in the business with the objective of encouraging more collaboration, information sharing and innovation.
How does your IT contribute to these key organizational transformations in your company? Does the business you serve view you as a value creator and partner? What’s your value proposition?
The New York City and Facebook Analogy
You can never have enough of New York City! We made our trip to the Big Apple for the second time in less than a year. Last week I spent a grueling — but rewarding — five days there with my wife, Ivy, and her family. We went on several sightseeing tours, bay cruises and museum visits. The tours brought us to a number of boroughs in the city and historic places where great residents have lived (often proudly mentioned by tourist guides). Those great names have, in one way or another, contributed to the major development of the city. New York City, for many decades now, exerts a powerful influence over global commerce, finance, media, culture, art, fashion, research, education, and entertainment.
Concrete Jungle Where Dreams Are Made Of
While traversing New York City, one thought kept coming back to me. I wondered how it came to be that scores of great people and so many great things came from this city. Why is there so much celebration and life in the Big Apple?
I listened to the song Empire State of Mind — I heard it everywhere I went, fueling my thoughts even more…
“New York! Concrete jungle where dreams are made of, there’s nothing you can’t do, now you’re in New York! These streets will make you feel brand new, the lights will inspire you….”
Unknowingly, the answer to my question was waiting for me at home. I got the answer when I came across an enlightening article from the New York Times entitled “Yes, People Still Read, but Now It’s Social.” I will quote the part of the article that struck me and provided response to the questions in my mind.
“It’s no accident that most of the great scientific and technological innovation over the last millennium has taken place in crowded, distracting urban centers. The printed page itself encouraged those manifold connections, by allowing ideas to be stored and shared and circulated more efficiently.”
Echoing the author’s sentiment— I think it is no accident that crowded and buzzing metropolises (like Rome in Italy, Paris in France, Berlin in Germany, New York in the United States, Tokyo in Japan, Mexico City in Mexico and many others) were cradles of human society’s progress. Great minds from all walks of life converged in crowded cities that provided a “natural” environment for mass connections and collaborations.
Natural Facebook – Using People as Platform
Now, I see big cities like New York, as a “natural Facebook” that seamlessly permits several magnitudes of connections and allows residents a fast-paced and persevering lifestyle. New York provides a unique environment to push innovations and inventions forward by harnessing community forces- using people as platform.
In big cities like New York there are so much things going on and so much stuff to do that you can’t possibly concentrate on one thing; therefore, you work on loads of “focused items” by multitasking your way and leveraging people and connections. You build on the “popular highlights” of important things. I think that’s how New Yorkers succeed!
Photo courtesy of Ivy Remoreras Photography.
World Cup and Social Media – Perfect Match
We were living in Germany when the country hosted the FIFA World Cup four years ago. I still vividly remember the hundreds of thousands of people from all over the world that came to Germany — not to only to watch the games but also to experience this cultural phenomenon. We were just lucky to be there. Although Germany failed to win the World Cup, bowing to Italy in the Semi-Finals game, the tournament was considered a great success. Before the World Cup, waving the German flag in public was not common. During the games, Germany experienced a sudden increase in patriotic spirit and paraded their flag on the streets with pride.
The 2010 World Cup is coming up— commencing on June 11 in South Africa. Thirty-two countries will field their teams. They will be closely followed by 3 billion raving fans, all part and parcel of the largest sporting event in the world. Not that anyone needs help getting into the World Cup spirit but the games’ organizers and businesses have turned to Social Media to get to as many fans as possible around the world.
This is the first World Cup since the amazing rise of Twitter, Facebook, Blogs, YouTube, and the unprecedented acceptance of Social Media as part of the business communication arsenal. Social media already existed way before the 2006 World Cup in Germany but the degree of application was fairly small compared to what we have now. I think social media and the World Cup is a potent combination for social interaction never before experienced. The World Cup is arguably the number one participatory sports in the world. According to statistics, it has been the most widely followed sporting event — even besting the Summer Olympic Games in magnitude.
All of the World Cup official sponsors like Adidas, Coca Cola, Sony, Visa, Budweiser, McDonalds, Nike, Hyundai (and a host of unofficial ones as well) have released apps that could help them connect to the fans. They are pushing the connection boundaries while leveraging on the strength and reach of the World Cup games.
Sites, Games and Apps You Need to Follow the 2010 FIFA World Cup
ESPN 2010 World Cup – ESPN’s World Cup app (ESPN, Free) includes profiles of all 32 countries competing, in addition to breaking soccer news from around the globe. The app also offers tournament schedules and the opportunity to make your own fantasy prediction bracket.
EA Sports FIFA 2010 – If the World Cup inspires you to play soccer, why not do it on your iPhone? FIFA 10 (EA Sports, $4.99) is a realistic, action-packed soccer game that uses the iPhone’s accelerometer and touchscreen to control the action.
FIFA Official Website – Traditional online access to news, games, teams, players and information.
World Cup Blog – Follow live updates about your team and join conversations online through the World Cup blog.
FIFA World Cup Twitter – You can get up-to-the-minute scores and breaking news from World Cup twitter.
Adidas Fast vs Fast – This is in Facebook. A no-nonsense tactical approach by Adidas, relying on a big budget TV ad titled Fast vs Fast to sell the new F50 adizero boot and spark social media conversation.
It is clear that a new kind of phenomenon is at work – one that orchestrates interaction beyond previous boundaries. I hope it creates value not only to FIFA, to the sponsoring companies but more importantly also to the fans around the world passionately following the games and supporting their teams. I hope social media will take the World Cup experience to a whole new level.
Photos courtesy of www.worldcupblog.org
