KLM Social Media Diagram

There are other write-ups on the 2nd social strategy talk, and its interesting to see the difference in take-outs and highlights that the different authors perceived in the same meeting. Take a look at Molblog and Enthousiasmeren for instance.

Also interesting to see that some people got a ‘negative vibe’ from the Vodafone presentation because the presenter articulated that the answer to the key question had to contribute to the bottom line (ARPU). I don’t see why this is a problem, or why it would create a negative association. I my opinion Social Media initiatives should be benefitial to both the Enterprise as well as its Customers. (Online) Self Service is a good example that illustrates this need for a mutual beneficial solution. Think of self service for an airline checkin, which is a great costs-saver for airliners, but, also a great time saver for customers. Organizations that have solely focussed on cost savings have failed miserably. The same goes for the Vodafone case. Of course a social media initiative should add to the Vodafone bottom line, but Vodafone should also have a keen eye for the direct benefits it brings to its Customers. If their aren’t any benefits for its Customers ….. that’s when I will agree with ‘the negative vibe’.