social media: a presentation
•




    who am I ?
some of the people who seem to find me
interesting…
really hope
   YOU
   do to
a social media
introduction
TV used to have people’s undivided attention
but the
 landscape
has changed
information overload...?
we are not experiencing information
overload, we are experiencing ‘filter failure’.
                                      ...
prior to the Internet, the
last technology that had
any real effect on the
way people sat down
and talked together was
THE...
there was no technological mediation for
group conversations.
                                - Clay Shirky
consumers now have
an enormous toolbox
at their disposal
to name a few …
a changed
environment
consumer in control
from              to




a changed business model
the cause?
SOCIAL MEDIA
umbrella term
WHY need a
social media strategy
of people trust ads
trust consumer
recommendations
+250M active users on Facebook
makes it the 4th largest country



                             Country     Population
   ...
Facebook: +699%
                   Twitter: +3712%
  Blogger: +30%
                  LinkedIn: +69%




… and this is not ...
the wind of change
is blowin’ …




               … like a hurricane
INFLUENCE 2.0
anyone + everyone
the world is your communications
department
the speed of word-of-mouth is now only
limited by how fast people can type (Cluetrain)
WOM > WOH
                            hype




(… everytime)
your brand is what your customers say it is.
                                   - Charlene Li
micro-interactions:
building blocks of BRAND 2.0
you probably think
   SO WHAT?
the conversation is happening, with or
without you.
                           - Holtz & Havens
people are talking about you:
some like you, some don’t.
6th organic
search result
for ‘comcast’!!
ignoring
social media
does not make
you invisible
the sad truth is..


NOBODY
CARES
ABOUT
YOU!
me me me me me me me me me me me me me me me me me me me me
me me me me me me me me me me me me me me me me me me me me
me...
If you talk to people the way
advertising talked to people,
they’d punch you in the face
                   (hugh macleod)
good marketing encourages the right of
conversation.
                              - Seth Godin
customer service is
the new marketing
this is not about
reinventing the wheel
what
should I do?
5-step model




    listen   facilitate   participate   collaborate   evaluate
identifying
weak signals
what matters is who we are talking to …
not how many.
                                - Jeff Jarvis
1    9 90




??
it is not who is influential that counts but
who acts as a catalyst for conversation
                                 – Ke...
your target




engage your evangelists
SOME KEY
#PRINCIPLES
transparency
authenticity
trust
SIMPLY
 SAID
don’t be an island
participate
    not
 dictate
always add VALUE!




Keywords:
transparency, authenticity, trust
nobody
expects you
to be perfect
concentrate on
relationships
not technology
conversation =




(content is just something we talk about …)
but let’s
not forget
set goals !
set metrics
if you don't know what your strategy is you
can't figure out measurable objectives.
if you can't figure out your measurable
objectives you can't figure out what tools
you need.
people on the search of gold
ROI = …
return on interaction !
return on insight !
it is the communication on
the line that creates value
CULTURAL SHIFT
    needed
companies need to be willing to
trade control for conversation
break down the wall
•




    survey results
term ‘social media’…


  very familiar                     62,10%

  quite familiar           25,30%

  somewhat familiar ...
most knowledgeable…


         88,1%
                 social network
         81,7%
                 online video
        ...
least knowledgeable…


          47,2%
                  virtual worlds
          46,3%
                  social bookmarki...
tools used in campaign

  social network                           67,4%

  online video                     55,1%

  blog...
duration professional use


    45%
          less than 1 year

        20%
              more than 2 years
available personnel


  full-time          18,5%


  part-time                  28,3%


  none                            ...
who should be
responsible?
responsible


    48%
          marketing

        16%
              cross-functional group
you can not leave the
conversation to marketing …
involve all departments
BUT .. try to make it everyone’s job and it
becomes no one’s job!
reasons driving adoption


communication with
potential customers                   56,7%

maximize campaign
effectiveness...
perceived benefits


    65%
          relationship building

       51%
             direct communication

           39%...
adoption barriers

  FEAR!

   72%
         uncontrollable nature
   53% brand/reputation risk
   51%unproven technology
It is not just the adoption of new tools, but
the adoption of new ways of working that is
prooving difficult.
organizational barriers

  CULTURE!

   34%
         insufficient incentives
   32% culture doesn’t encourage use
   30% l...
the chronic
problem with
management
the higher up you get,
the more out of touch
with reality you become
metrics



   2 in 3 companies
          have no defined metrics
despite the lack of metrics



   8 in 10 companies
           measure internal
social media policy


   81%
         find it (very) important to
         have a SM guideline …
social media policy

…but

   3 in 4 companies
          have no guideline in place!
importance social media


   88%
        believe social media marketing
        will become more important
7 in 10
say social media will become a key communication tool with their
customers

1 in 2
say that companies that fail to...
2009 social media budget


           50%
                        increase

                     2%
                      ...
budget vs economic situation



   1 in 4 companies
          say their budget increased
          due to the economic cli...
LAST BIT
OF ADVICE
burn down
business-as-usual
be remarkable
take risks
 instead of
take care
protecting yesterday is the surest path to
never discovering tomorrow
                                - Umair Haque
failure is
just another
stepping stone
to greatness
change is never linear
long term
thinking
BUT remember:
social media is not the holy grail…
the road may be long …
but is well worth it!
NK Y OU !
THA
linkedin.com/in/advertisinggenius


friendfeed.com/adgenius
Social media strategy : what, why, how
Social media strategy : what, why, how
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Social media strategy : what, why, how

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How to build your social media strategy (+ survey results)

A presentation I gave on the research I did for my thesis regarding the development of social media strategies in the external organizational communication.

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Social media strategy : what, why, how

  1. 1. social media: a presentation
  2. 2. • who am I ?
  3. 3. some of the people who seem to find me interesting…
  4. 4. really hope YOU do to
  5. 5. a social media introduction
  6. 6. TV used to have people’s undivided attention
  7. 7. but the landscape has changed
  8. 8. information overload...?
  9. 9. we are not experiencing information overload, we are experiencing ‘filter failure’. - Clay Shirky
  10. 10. prior to the Internet, the last technology that had any real effect on the way people sat down and talked together was THE TABLE..
  11. 11. there was no technological mediation for group conversations. - Clay Shirky
  12. 12. consumers now have an enormous toolbox at their disposal
  13. 13. to name a few …
  14. 14. a changed environment
  15. 15. consumer in control
  16. 16. from to a changed business model
  17. 17. the cause? SOCIAL MEDIA
  18. 18. umbrella term
  19. 19. WHY need a social media strategy
  20. 20. of people trust ads
  21. 21. trust consumer recommendations
  22. 22. +250M active users on Facebook makes it the 4th largest country Country Population China ~ 1.3 B India ~ 1.2 B US ~ 300 M Facebook ~ 250 M Indonesia ~240 M Brazil ~190 M Pakistan ~ 165 M Bangledash ~ 162 M
  23. 23. Facebook: +699% Twitter: +3712% Blogger: +30% LinkedIn: +69% … and this is not the end
  24. 24. the wind of change is blowin’ … … like a hurricane
  25. 25. INFLUENCE 2.0 anyone + everyone
  26. 26. the world is your communications department
  27. 27. the speed of word-of-mouth is now only limited by how fast people can type (Cluetrain)
  28. 28. WOM > WOH hype (… everytime)
  29. 29. your brand is what your customers say it is. - Charlene Li
  30. 30. micro-interactions: building blocks of BRAND 2.0
  31. 31. you probably think SO WHAT?
  32. 32. the conversation is happening, with or without you. - Holtz & Havens
  33. 33. people are talking about you: some like you, some don’t.
  34. 34. 6th organic search result for ‘comcast’!!
  35. 35. ignoring social media does not make you invisible
  36. 36. the sad truth is.. NOBODY CARES ABOUT YOU!
  37. 37. me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me M-ECONOMY me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me me
  38. 38. If you talk to people the way advertising talked to people, they’d punch you in the face (hugh macleod)
  39. 39. good marketing encourages the right of conversation. - Seth Godin
  40. 40. customer service is the new marketing
  41. 41. this is not about reinventing the wheel
  42. 42. what should I do?
  43. 43. 5-step model listen facilitate participate collaborate evaluate
  44. 44. identifying weak signals
  45. 45. what matters is who we are talking to … not how many. - Jeff Jarvis
  46. 46. 1 9 90 ??
  47. 47. it is not who is influential that counts but who acts as a catalyst for conversation – Keith O’Brien
  48. 48. your target engage your evangelists
  49. 49. SOME KEY #PRINCIPLES
  50. 50. transparency
  51. 51. authenticity
  52. 52. trust
  53. 53. SIMPLY SAID
  54. 54. don’t be an island
  55. 55. participate not dictate
  56. 56. always add VALUE! Keywords: transparency, authenticity, trust
  57. 57. nobody expects you to be perfect
  58. 58. concentrate on relationships not technology
  59. 59. conversation = (content is just something we talk about …)
  60. 60. but let’s not forget
  61. 61. set goals !
  62. 62. set metrics
  63. 63. if you don't know what your strategy is you can't figure out measurable objectives.
  64. 64. if you can't figure out your measurable objectives you can't figure out what tools you need.
  65. 65. people on the search of gold
  66. 66. ROI = … return on interaction ! return on insight !
  67. 67. it is the communication on the line that creates value
  68. 68. CULTURAL SHIFT needed
  69. 69. companies need to be willing to trade control for conversation
  70. 70. break down the wall
  71. 71. • survey results
  72. 72. term ‘social media’… very familiar 62,10% quite familiar 25,30% somewhat familiar 5,80% not very familiar 4,30% not at all familiar 2,50%
  73. 73. most knowledgeable… 88,1% social network 81,7% online video 80,6% wiki
  74. 74. least knowledgeable… 47,2% virtual worlds 46,3% social bookmarking 40,3% microblog
  75. 75. tools used in campaign social network 67,4% online video 55,1% blog 51,1% podcast 24,7% bookmarking 22,5% virtual world 15%
  76. 76. duration professional use 45% less than 1 year 20% more than 2 years
  77. 77. available personnel full-time 18,5% part-time 28,3% none 47,8% external 5,5% support
  78. 78. who should be responsible?
  79. 79. responsible 48% marketing 16% cross-functional group
  80. 80. you can not leave the conversation to marketing …
  81. 81. involve all departments
  82. 82. BUT .. try to make it everyone’s job and it becomes no one’s job!
  83. 83. reasons driving adoption communication with potential customers 56,7% maximize campaign effectiveness 46,6% active feedback 41,8% consumer insight 40,4% better respond to customer needs 35,4%
  84. 84. perceived benefits 65% relationship building 51% direct communication 39% low cost
  85. 85. adoption barriers FEAR! 72% uncontrollable nature 53% brand/reputation risk 51%unproven technology
  86. 86. It is not just the adoption of new tools, but the adoption of new ways of working that is prooving difficult.
  87. 87. organizational barriers CULTURE! 34% insufficient incentives 32% culture doesn’t encourage use 30% leadership doesn’t encourage use
  88. 88. the chronic problem with management
  89. 89. the higher up you get, the more out of touch with reality you become
  90. 90. metrics 2 in 3 companies have no defined metrics
  91. 91. despite the lack of metrics 8 in 10 companies measure internal
  92. 92. social media policy 81% find it (very) important to have a SM guideline …
  93. 93. social media policy …but 3 in 4 companies have no guideline in place!
  94. 94. importance social media 88% believe social media marketing will become more important
  95. 95. 7 in 10 say social media will become a key communication tool with their customers 1 in 2 say that companies that fail to embrace social media technologies will be left behind 8 in 10 say social media have forced organizations to respond more quickly to criticism 6 in 10 say social media are impacting organizational transparency
  96. 96. 2009 social media budget 50% increase 2% decrease (1 in 4 companies does not have a budget for social media)
  97. 97. budget vs economic situation 1 in 4 companies say their budget increased due to the economic climate
  98. 98. LAST BIT OF ADVICE
  99. 99. burn down business-as-usual
  100. 100. be remarkable
  101. 101. take risks instead of take care
  102. 102. protecting yesterday is the surest path to never discovering tomorrow - Umair Haque
  103. 103. failure is just another stepping stone to greatness
  104. 104. change is never linear
  105. 105. long term thinking
  106. 106. BUT remember: social media is not the holy grail…
  107. 107. the road may be long … but is well worth it!
  108. 108. NK Y OU ! THA
  109. 109. linkedin.com/in/advertisinggenius friendfeed.com/adgenius

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